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Tink r labs_final
   Team Name – Tink R’ Labs

   Initial Idea
    A device agnostic platform that enables distribution
    and management of high quality educational and
    entertainment content for children.

   Initial Size of Opportunity
    Dual-sided opportunity targeting 20,000,000
    American children aged 4-11 who use online devices
    and educational content providers
   Henry Hsiao
    ◦ Mattel Inc.
    ◦ Digital and Web business / technology experience
    ◦ Conceived initial idea
   Daphne Luong
    ◦ Tellme Microsoft
    ◦ High tech startups, education non-profits.
    ◦ Engineering management, bringing version 0 products to scale
   Tanuja Singh
    ◦ AT&T
    ◦ Lead Technical Architect, Educational non-profit
    ◦ Application Architecture, Technology and Business Roadmaps
   Michael Bowers
    ◦ Research Affiliates
    ◦ Background in Management Consulting and Asset Management
    ◦ Business model research, advanced financial modeling
Risk
2 channels
7 value props
6 partners
Parents
  Willing to pay to control their children’s online
   experience through selecting and managing
   educational and entertainment content
  Valued a device agnostic experiences for their
   children

Content providers
  Seeking multiplatform distribution

  Unhappy with the Apple ecosystem

  Wanted additional analytics on user behavior
   Interviewed 50 parents in person
   Interviewed 3 child-focused content
    providers and publishers
   Observed the technology usage behavior of
    parents and children
   Researched existing solutions and
    technologies
   Researched industry
Parents
  Concerned about controlling content and
   managing online experience, but not
   willing to pay for a service
  Not concerned about device agnostic
   experiences for their children

Content providers
  Multiplatform distribution is nice to have,
   but not worth the effort to adapt content
  Unhappy with Apple ecosystem – but
   benefits outweigh sacrifices and they are
   skeptical of an alternative
  Want more data as user behavior is a
   blind spot, but only a nice-to-have as
   they perceive a level playing field
1.   COPPA Edutainment AppStore
2.   Edutainment Content Platform
3.   Kid Screentime Analytics
Key Activities      Key Partners        Value                    Customer        Customer
                                         Proposition              Relationships   Segments
                     - App             - Help parents         - Parents:          - Two-sided
- Content              developers                               Automated
                                         discover good, age                         market,
  discovery          - Toy/Game                                 services
                                         and subject                                connect
                       Co.               appropriate          - Content             content to
- Content rating     - Publishers                               Provider:
                                         content                                    users
  and review by      - Entertainment                            Co-creation
                                       - Provide one-stop-
  experts              Co.                                    - Communitie
                                         shop for kids edu-                       - Parents with
                     - Educators         taiment content        s                   k-8th grade
- Provide “Seal of
                     Key Resources     - Allow parents to     Channels              children
  Approval” (?)
                                         search and
                                         structure their                          - Parents with
- Provide user       - Engineers/I                           - Direct web
                                         kid's content and                          K-6th grade
  specific             T                                       channel
                                         curriculum                                 children
  recommendatio      - “Experts” /
                                       - Provide content
  ns                   reviewers                             - Advertising on
                                         providers with                           - Content/game
                     - Marketers                               social networks,
                                         consumer insights                          providers
- COPPA                                                        parent lists &
                                       - Provide expert
  compliance                                                   magazines
                                         ratings and reviews
                                         + user ratings
Cost Structure                                       Revenue
                                         (parents/kids)
                                                     Streams
- Platform / webservices
  design, development, and operation                   -   Subscription fee
- Marketing expenses                                   -   Freemium
- On-going content discovery/rating/reviews            -   Premium content fees
                                                       -   Ad revenues
Key Activities      Key Partners       Value                   Customer             Customer
                                         Proposition             Relationships        Segments
                   - Toy/Game Co.       Content Providers:       - Co-creation         - Content /
- Platform         - Entertainment                               - Automated
                                        - Simplify authoring                             game
  Development        Co.                                           services
                                          content tool                                   providers
                   - Educators          - Alternate revenue
- Recruit brand-   - Educational          model for content                            - Parents with
  name content       Institutions         distribution                                   k-8th grade
  providers        - Textbook           - Specialized content                            children
                     publishers           distribution
- Targeted
                      Key Resources       platform               Channels              - Parents with
  Marketing
                                                                                         K-6th grade
                    - Engineers         Parents:                                         children
                                                                - Direct
                    - Content           - Device agnostic
                                                                  relationship
                      providers         education and
                                                                  with content
                    - Content library   entertainment
                                                                  providers
                    - Marketers         platform (HTML5?)
                                                                - Direct web
                    - Brand
                                                                  channel



 Cost Structure                                        Revenue
                                                       Streams
- Platform design, development and                     - Platform license fee (?)
  maintenance                                          - Premium content fee
- Marketing expenses                                   - User analytics data to content provider
Key Activities      Key Partners     Value                   Customer        Customer
                                       Proposition             Relationships   Segments
                   - App platform     Parents:                 - Automated     - Parents with
- Platform           developers                                  services
                                      - Monitor &                              k-8th grade
  Development      - App developers     benchmark                              children
                                        children’s progress
- Targeted
                                      - Motivate children                      - Working
  Marketing
                                        through rewards &                      parents with K-
                                        recognition                            6th grade
- COPPA
                                      - Know children’s                        children
  compliance
                      Key Resources     media usage time       Channels
                                        and usage content.
                    - Engineers                               - Direct web
                                      App developers:
                                                                channel
                                      - Customer usage
                                        insights




 Cost Structure                                      Revenue
                                                     Streams
- Platform design, development and                   - Subscription fee
  maintenance
- Marketing expenses
Key Activities          Key Partners          Value                   Customer        Customer
                                                Proposition             Relationships   Segments
                      -   Schools / teachers   Teachers:                                - Teachers of
- Platform / Portal   -   Educators            - Relevant, engaging Teachers:             3rd to 5th
  Development         -   Content providers                         - Co-creation
                                                 , effective lesson                       grade
                      -   Curriculum
                                                 plans for children                       classrooms
- Establish               content
                          developers
                                               - Safe way to expose                     - Middle
  relationship with
                                                 students to                              school(?)
  schools/teachers
                                                 internet                               - High school(?)
  (US +
  international)
                          Key Resources        Students:              Channels
                                               - Exposure to other
- COPPA
                      - Engineers                cultures, writing                       Still selling
  compliance                                                         - Through school
                                                 skills, communicati
                      - Marketing
                                                 on skills, both
                                                                       districts or      through
- Curriculum /        - Business /                                     directly with
  content               relationship             teach & learn.
                                                                       teachers
                                                                                         schools and
                        development                                  - Through           teachers
                                                                       parents



 Cost Structure                                               Revenue
                                                              Streams
- Platform design, development and
  maintenance                                                 - Sponsorships
- Procure classroom participations (US +                      - Subscriptions
  international)
- Content development
   More customer validation
    ◦ Parents (interviewed 30 parents)
    ◦ Teachers (interviewed 7 teachers)
   More Research
    ◦ Everloop.com (meeting with founder)
    ◦ Facebook (meeting with CIO)
   Launched parents and teachers sign up pages
    ◦ Over 70 sign ups / Average ~18% conversion rate
   Purchased adwords to generate traffic
    ◦ 80 ad words
   Begin build out of functional MVP website
   School approval process tedious and
    convoluted
   Teachers prefer parents to pay for solution
   Teachers are excited to endorse this solution
Tink r labs_final
Here’s What We Did
A Day in the Life of

        Michael Jones (California)              Xi Cheng (Shanghai, China)


7:00 AM Wake up and eat breakfast, I 10:00 PM Sleeping
have cereal and milk

8:30 AM Go to school, my mom drives
me to school
10:30 AM Recess, play kick ball with      What is kick ball?
my friends

12:00 PM Lunch time, I have ham
sandwich and milk today. I play in the
playground with my friends

1:00 PM I have music class. We learn a
song and some music theory

3:30 PM Done with school                 5:30 AM Wake up and eat breakfast, I
                                         have porridge and break.
Link
MVP - Google site




Link
Here’s What We Found
(Lessons from MVP Product)
   Simple, “living” interface with visual cues
   Easy commenting and conversations
   Easy usage of widgets
    ◦ Embed Pictures, videos, games, etc.
   Additional engaging content
   Strong endorsement from Teachers
   Strong preference for sponsorship of
    another child with subscription
Here’s What We Did
   Market data from research firms
   Launched Alpha Product
    (mynetpals.com)
    ◦ Analyzed customer feedback
      o Recorded kids and parents usage
o   Launched social marketing campaign
    ◦ Facebook Fan: 150 likes, 81 talking about
    ◦ Twitter: 24 Tweets, 93 Followers
   Great discussions with leads for the following organizations:
    ◦ One Laptop per Child (OLTP)
    ◦ BCT - http://bctindia.org/. They have an extensive educational program including a
      residential school.
    ◦ KommunityDesK - http://www.kommunitydesk.com/Default.aspx. The TechAwards
      laureates. (http://thetechawards.thetech.org/)
    ◦ Global Give Back Circle - http://www.globalgivebackcircle.org/
   Schools and partners in India funded by Small Steps Foundation (US
    501c3 charity) for a computer center or computer education
    ◦ Deenabandhu Trust @ http://deenabandhutrust.org/index.html
    ◦ Sshrishti @ http://sshrishti.org/
    ◦ Hayden Hall @ http://haydenhall.org/
   Facebook campaign generated lots
    of overseas interest
Next Version (Usability focus)
    The Process
    o Don’t be afraid to show “imperfect” versions of your product
    o Get outside the building!
    o Have mentors!
    o Share information (41 blog posts, 24 mentor comments, 13 teaching team
      comments, 38 team responses)
    o Go Lean! Bootstrap!
    The Business
    o There is a business here!
    o Focus!
        o   Communicate Value Proposition to Parents and Provide User Experience to kids
    o 5.9 million US kids 6-11 with family income > 150K
    o Amazing feedback from EVERYWHERE (interviewees, beta users, online search,
      Facebook, Twitter, potential partners)
    To Pursue on not to Pursue
    o Yes, Yes, and Yes!
    o Launch version 2.0 of MyNetPals product in two weeks
    o Engage early adopters more fully to take the UI to the next level
    Mentors (Nick O’ Connor and Jack Kloster)
    o Agreeing to weekly meetings and email conversations, proving honest
      feedback, and pushing us to do things we weren’t comfortable with
    o Nick – always being there, to push and guide us, share tools knowledge,
      send emails to his school, his daughter our one of our first “alpha” testers
    o Jack - Sharing Yardbarker experience and guidance on business approach


    Teaching Team (Steve, Jon, Jim, Oren, Bhavik)
    o Allowing us to grow our business idea, teaching us the framework, and
      giving us opportunities to fail and learn
    o Providing new thoughts and avenues
    o Caring so much

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Tink r labs_final

  • 2. Team Name – Tink R’ Labs  Initial Idea A device agnostic platform that enables distribution and management of high quality educational and entertainment content for children.  Initial Size of Opportunity Dual-sided opportunity targeting 20,000,000 American children aged 4-11 who use online devices and educational content providers
  • 3. Henry Hsiao ◦ Mattel Inc. ◦ Digital and Web business / technology experience ◦ Conceived initial idea  Daphne Luong ◦ Tellme Microsoft ◦ High tech startups, education non-profits. ◦ Engineering management, bringing version 0 products to scale  Tanuja Singh ◦ AT&T ◦ Lead Technical Architect, Educational non-profit ◦ Application Architecture, Technology and Business Roadmaps  Michael Bowers ◦ Research Affiliates ◦ Background in Management Consulting and Asset Management ◦ Business model research, advanced financial modeling
  • 4. Risk 2 channels 7 value props 6 partners
  • 5. Parents  Willing to pay to control their children’s online experience through selecting and managing educational and entertainment content  Valued a device agnostic experiences for their children Content providers  Seeking multiplatform distribution  Unhappy with the Apple ecosystem  Wanted additional analytics on user behavior
  • 6. Interviewed 50 parents in person  Interviewed 3 child-focused content providers and publishers  Observed the technology usage behavior of parents and children  Researched existing solutions and technologies  Researched industry
  • 7. Parents  Concerned about controlling content and managing online experience, but not willing to pay for a service  Not concerned about device agnostic experiences for their children Content providers  Multiplatform distribution is nice to have, but not worth the effort to adapt content  Unhappy with Apple ecosystem – but benefits outweigh sacrifices and they are skeptical of an alternative  Want more data as user behavior is a blind spot, but only a nice-to-have as they perceive a level playing field
  • 8. 1. COPPA Edutainment AppStore 2. Edutainment Content Platform 3. Kid Screentime Analytics
  • 9. Key Activities Key Partners Value Customer Customer Proposition Relationships Segments - App - Help parents - Parents: - Two-sided - Content developers Automated discover good, age market, discovery - Toy/Game services and subject connect Co. appropriate - Content content to - Content rating - Publishers Provider: content users and review by - Entertainment Co-creation - Provide one-stop- experts Co. - Communitie shop for kids edu- - Parents with - Educators taiment content s k-8th grade - Provide “Seal of Key Resources - Allow parents to Channels children Approval” (?) search and structure their - Parents with - Provide user - Engineers/I - Direct web kid's content and K-6th grade specific T channel curriculum children recommendatio - “Experts” / - Provide content ns reviewers - Advertising on providers with - Content/game - Marketers social networks, consumer insights providers - COPPA parent lists & - Provide expert compliance magazines ratings and reviews + user ratings Cost Structure Revenue (parents/kids) Streams - Platform / webservices design, development, and operation - Subscription fee - Marketing expenses - Freemium - On-going content discovery/rating/reviews - Premium content fees - Ad revenues
  • 10. Key Activities Key Partners Value Customer Customer Proposition Relationships Segments - Toy/Game Co. Content Providers: - Co-creation - Content / - Platform - Entertainment - Automated - Simplify authoring game Development Co. services content tool providers - Educators - Alternate revenue - Recruit brand- - Educational model for content - Parents with name content Institutions distribution k-8th grade providers - Textbook - Specialized content children publishers distribution - Targeted Key Resources platform Channels - Parents with Marketing K-6th grade - Engineers Parents: children - Direct - Content - Device agnostic relationship providers education and with content - Content library entertainment providers - Marketers platform (HTML5?) - Direct web - Brand channel Cost Structure Revenue Streams - Platform design, development and - Platform license fee (?) maintenance - Premium content fee - Marketing expenses - User analytics data to content provider
  • 11. Key Activities Key Partners Value Customer Customer Proposition Relationships Segments - App platform Parents: - Automated - Parents with - Platform developers services - Monitor & k-8th grade Development - App developers benchmark children children’s progress - Targeted - Motivate children - Working Marketing through rewards & parents with K- recognition 6th grade - COPPA - Know children’s children compliance Key Resources media usage time Channels and usage content. - Engineers - Direct web App developers: channel - Customer usage insights Cost Structure Revenue Streams - Platform design, development and - Subscription fee maintenance - Marketing expenses
  • 12. Key Activities Key Partners Value Customer Customer Proposition Relationships Segments - Schools / teachers Teachers: - Teachers of - Platform / Portal - Educators - Relevant, engaging Teachers: 3rd to 5th Development - Content providers - Co-creation , effective lesson grade - Curriculum plans for children classrooms - Establish content developers - Safe way to expose - Middle relationship with students to school(?) schools/teachers internet - High school(?) (US + international) Key Resources Students: Channels - Exposure to other - COPPA - Engineers cultures, writing Still selling compliance - Through school skills, communicati - Marketing on skills, both districts or through - Curriculum / - Business / directly with content relationship teach & learn. teachers schools and development - Through teachers parents Cost Structure Revenue Streams - Platform design, development and maintenance - Sponsorships - Procure classroom participations (US + - Subscriptions international) - Content development
  • 13. More customer validation ◦ Parents (interviewed 30 parents) ◦ Teachers (interviewed 7 teachers)  More Research ◦ Everloop.com (meeting with founder) ◦ Facebook (meeting with CIO)  Launched parents and teachers sign up pages ◦ Over 70 sign ups / Average ~18% conversion rate  Purchased adwords to generate traffic ◦ 80 ad words  Begin build out of functional MVP website
  • 14. School approval process tedious and convoluted  Teachers prefer parents to pay for solution  Teachers are excited to endorse this solution
  • 17. A Day in the Life of Michael Jones (California) Xi Cheng (Shanghai, China) 7:00 AM Wake up and eat breakfast, I 10:00 PM Sleeping have cereal and milk 8:30 AM Go to school, my mom drives me to school 10:30 AM Recess, play kick ball with What is kick ball? my friends 12:00 PM Lunch time, I have ham sandwich and milk today. I play in the playground with my friends 1:00 PM I have music class. We learn a song and some music theory 3:30 PM Done with school 5:30 AM Wake up and eat breakfast, I have porridge and break.
  • 18. Link
  • 19. MVP - Google site Link
  • 20. Here’s What We Found (Lessons from MVP Product)  Simple, “living” interface with visual cues  Easy commenting and conversations  Easy usage of widgets ◦ Embed Pictures, videos, games, etc.  Additional engaging content  Strong endorsement from Teachers  Strong preference for sponsorship of another child with subscription
  • 21. Here’s What We Did  Market data from research firms  Launched Alpha Product (mynetpals.com) ◦ Analyzed customer feedback o Recorded kids and parents usage o Launched social marketing campaign ◦ Facebook Fan: 150 likes, 81 talking about ◦ Twitter: 24 Tweets, 93 Followers
  • 22. Great discussions with leads for the following organizations: ◦ One Laptop per Child (OLTP) ◦ BCT - http://bctindia.org/. They have an extensive educational program including a residential school. ◦ KommunityDesK - http://www.kommunitydesk.com/Default.aspx. The TechAwards laureates. (http://thetechawards.thetech.org/) ◦ Global Give Back Circle - http://www.globalgivebackcircle.org/  Schools and partners in India funded by Small Steps Foundation (US 501c3 charity) for a computer center or computer education ◦ Deenabandhu Trust @ http://deenabandhutrust.org/index.html ◦ Sshrishti @ http://sshrishti.org/ ◦ Hayden Hall @ http://haydenhall.org/  Facebook campaign generated lots of overseas interest
  • 24. The Process o Don’t be afraid to show “imperfect” versions of your product o Get outside the building! o Have mentors! o Share information (41 blog posts, 24 mentor comments, 13 teaching team comments, 38 team responses) o Go Lean! Bootstrap!  The Business o There is a business here! o Focus! o Communicate Value Proposition to Parents and Provide User Experience to kids o 5.9 million US kids 6-11 with family income > 150K o Amazing feedback from EVERYWHERE (interviewees, beta users, online search, Facebook, Twitter, potential partners)  To Pursue on not to Pursue o Yes, Yes, and Yes! o Launch version 2.0 of MyNetPals product in two weeks o Engage early adopters more fully to take the UI to the next level
  • 25. Mentors (Nick O’ Connor and Jack Kloster) o Agreeing to weekly meetings and email conversations, proving honest feedback, and pushing us to do things we weren’t comfortable with o Nick – always being there, to push and guide us, share tools knowledge, send emails to his school, his daughter our one of our first “alpha” testers o Jack - Sharing Yardbarker experience and guidance on business approach  Teaching Team (Steve, Jon, Jim, Oren, Bhavik) o Allowing us to grow our business idea, teaching us the framework, and giving us opportunities to fail and learn o Providing new thoughts and avenues o Caring so much

Notas do Editor

  1. More specific – on number of ad words bought, more data
  2. Possible use animation
  3. The kid can type in their own schedule and we will match the time zones so it’ll display nicely (so they know what the other child is doing at that time). Also allow commenting and interacting per each entry (click & expand?) How to best display?
  4. Screenshot of real product (alpha product launch)
  5. Daphne quick demo