This document outlines a peer-to-peer skills sharing app called Hatch. It begins by describing the problem that students have difficulty asking for help when they get stuck learning something due to limited connections and potential hesitation. The solution proposed is a mutual learning app that encourages students to expand connections and help one another. Key details include outlining the team, market opportunity with stats, revenue model, costs, and growth strategy over 10 months. It also provides concept validation results and compares Hatch to competitors.
2. Previously:
Cofounder, Galavant Magazine
Brand & Community Lead,
DynaOptics
Previously:
Intern, Sozo Studio
Intern, Rocky Design
Previously:
Intern, YouSpace
Intern, 58.com Inc
Previously:
Intern, OgilvyOne
Nat
(CEO)
Leo
(CFO)
Claire
(CMO)
An
(CTO)
TEAM HATCH
3. What do you do when
you’re learning something
and you get stuck?
4. “There’s no tutorials at all or if there is,
it’s confusing.” —Jamie
“I can’t find the info that I need because
I don’t know the terminology.” —Jieying
“I don’t know how to narrow down on a
broad subject to start learning.” —Heather
Problem-solving
alone isn’t the most
effective way!
6. Problem
For students,
it’s hard to ask for help when:
• Limited connections; it’s
outside your circle of friends
• One-sided; resulting in
hesitation to ask for help
7. Problem
For students,
it’s hard to ask for help when:
• Limited connections; it’s
outside your circle of friends
• One-sided; resulting in
hesitation to ask for help
Solution
Peer-to-peer skills sharing app
that encourages the learning
journey by helping students:
• Expand connections
• Mutually help one another
8.
9. Mission
To cultivate an open,
collaborative community
where everyone can
learn, share and grow
with one another.
11. 209 Facebook Learning Groups
9.3 million members
391k Subscribers in r/IWantToLearn
This is an existing behavior.
12. Total Addressable Market
(People using educational platforms)
81 M
Who are we serving?
5%* based on our market funnel
https://blog.cengage.com/college-students-tutors-and-study-help/
Statista, https://wwwstatista.com/statistics/183995/us-college-enrollment-and-projections-in-public-and-private-institutions
https://www.class-central.com/report/moocs-stats-and-trends-2017/
13. Total Addressable Market
(People using educational platforms)
81 M
Who are we serving?
5%* based on our market funnel
https://blog.cengage.com/college-students-tutors-and-study-help/
Statista, https://wwwstatista.com/statistics/183995/us-college-enrollment-and-projections-in-public-and-private-institutions
https://www.class-central.com/report/moocs-stats-and-trends-2017/
Serviceable Addressable Market
(College students in U.S. using
additional academic services)
12.7 M
14. Total Addressable Market
(People using educational platforms)
81 M
Who are we serving?
5%* based on our market funnel
https://blog.cengage.com/college-students-tutors-and-study-help/
Statista, https://wwwstatista.com/statistics/183995/us-college-enrollment-and-projections-in-public-and-private-institutions
https://www.class-central.com/report/moocs-stats-and-trends-2017/
Serviceable Addressable Market
(College students in U.S. using
additional academic services)
12.7 M
Serviceable Obtainable Market
(5% of Serviceable Addressable Market)
636,800
15. Physical Connection
Digital Connection
One-Sided Learning
(Tutoring, MOOC, etc)
Mutual Learning
(Learning exchanges)
Who else are in this space?
Simbi
Tandem
Tutorfly
edX
Coursera
Studyblue
Your Boss
16. Physical Connection
Digital Connection
One-Sided Learning
(Tutoring, MOOC, etc)
Mutual Learning
(Learning exchanges)
Who else are in this space?
Simbi
Tandem
Tutorfly
edX
Coursera
Studyblue
Your Boss
21. Revenue Model (Annual)
Free Premium
1 suggested connection per day
3 connections per month
$ 0
50 connections/mth
Initiate the connection
Browse profiles
$ 1,891,296
Advertising
Cost-per-click: $0.44
Cost-per-mille: $2.80/1000
$ 71,586
25%: Based on our marketing funnel
*0.22% average CTR in education industry: https://www.wordstream.com/adwords-click-through-rate
https://blog.adstage.io/google-display-ads-cpm-cpc-ctr-benchmarks-in-q1-2018
https://www.wordstream.com/adwords-click-through-rate
At Serviceable Obtainable Market (636,800)
$0.99/month
$0.99/m x 12 x 636,800 people x 25%*
$2.8 x 636,800 people/1000 x 3 connections x 12m = $64,189
$0.44 x 636,800* people x 0.22%* x 12 = $7,397
$1,962,882
22. Costs (Annual)
Salaries Office Supplies
& Logistics
7 employees
$ 467,000
$ 5,400
Marketing
$ 124,748
At Serviceable Obtainable Market (636,800)
Fees
Legal & Accounting
$ 6,600
$603,748
4 Founders: $60,000*4
Lead Dev: $110,000
Data Scientist: $75,000
Customer Support: $42,000
Legal: $4200
Accounting: $2400
20% of total cost*
Based on Glassdoor Salaries
*https://nuphoriq.com/create-a-marketing-budget/
27. Concept Validation
30 Interviews
Online marketing activities &
On-site recruitments
74 sign-ups
12 experiences
Concept MVP
6 sign-ups
Early version of the
Hatch experienceFor the past 5 weeks,
29. 78%
Why Now?
77.2M = total students in US
https://nces.ed.gov/pubs2010/2010023.pdf
https://www.census.gov/newsroom/press-releases/2017/school-enrollment.html
of U.S. students are
using academic services
77.2M x 78% =
60.2M
According to National Center for Education Statistics,
30. According to National Center for Education Statistics,
78%
Why Now?
77.2M = total students in US
https://nces.ed.gov/pubs2010/2010023.pdf
https://www.census.gov/newsroom/press-releases/2017/school-enrollment.html
of U.S. students are
using academic services
77.2M x 78% =
60.2M
27%
of U.S. students
are willing to pay
60.2M x 27% =
16.2M
32. Next 10 months
Concept MVP
81 sign-ups
12 experiences
Past 5 weeks Now
Digital Prototype
Usability testings
in progress
33. Next 10 months
Concept MVP
81 sign-ups
12 experiences
Past 5 weeks Now
Digital Prototype
Usability testings in
progress
in 4 months
Digital MVP
34. Next 10 months
Concept MVP
81 sign-ups
12 experiences
Past 5 weeks Now
Digital Prototype
Usability testings in
progress
in 4 months
Digital MVP
in 10 months
17,000 users
48. Revenue Model (Annual at Serviceable Obtainable Market)
$0.99/m x 12 x 636,800
people x 25%* =
$2.8 x 636,800 people/1000 x 3
connections x 12m = $64,189
$0.44 x 636,800* people x 0.22%* x
12 = $7,397
$ 1,891,296
$ 71,586
50. Tutoring VS. Hatch
Fee Mutual/Equal Common Experiences Flexible
Tutor
Hatch $0.99/month
$75-$100/h
Yes
No
Yes
No
Yes
Depends
“You’ve changed the conventions of what it means to ask for help. Instead of lacking
something, you’ve made it more about benefitting other people.”
—Brooke Hessler, Director of Learning Resources @ CCA
59. How do we connect students?
MVP:
Learning goals
Learning styles
Personality
Scheduling
Skills level
Comfort levels
Group Learning
Learn Share
In Consideration:
Complementary interest
60.
61. Past experiences
Assumption 1:
We only need to pair people
up by their complementary
interests.
Result 2:
Students want the flexibility
to do both.
Feature 3:
Chat. Time and date
recognition to add to Google
calendar.
Assumption 4:
Peers will have a more
comfortable first-time
experience if provided with
conversation guides or
prompts.
Result 1:
FALSE. Knowing specific
info about each others’
learning goals will create a
better learning experience
for both.
Feature 1:
Specific goals on profile
creation stage. (+prompts
on how to write it).
Result 3:
Flexibility contributes to a
more natural experience;
easier to break the ice.
Assumption 2:
People will have a more
fulfilling learning experience
if they can select and browse
their own learning peers.
Feature 2:
Browse or see suggestion.
Assumption 3:
By giving them more flexibility
(in terms of time, location
etc), the learning experience
will be more comfortable.
Feature 4:
Conversation starter by hatch.
Result 4:
TRUE. Hatch starts the
conversation and help to
orientate the conversation.
62. Specific information is
needed for learning
exchange to be efficient.
“I want to teach other tons but don’t
know how to start.”
—Brandon
“Not prepared before meeting so I
can’t be of help.”
—Tara
HMW…
Help prepare both parties prior to the
exchange so their expectations are met?
63. Matches might have
different expectations—
learning, sharing & goal.
“Understanding dynamics is
important.”
—Brandon
“Want match’s problem to be
similar to mine.”
—Jackie
HMW…
Help prepare both parties prior to the
exchange so their expectations are met?
64. Initial interactions can be
awkward; comfort level is
important.
“I’m not sure how open the conversation
can/should be.”
—Yao
“I like people who can converse and
communicate naturally.”
—Brandon
HMW…
Facilitate the interactions so both parties
can be comfortable with one another?
65. Learning about other
people’s way of working
is inspiring.
“Good to meet people from
different background.”
—Jen
HMW…
Match people of diverse backgrounds
so they can inspire one another?
67. Brooke Hessler,
Director of Learning
Resources
(CCA)
“You’ve changed the
conventions of what it
means to ask for help.
Instead of lacking
something, you’ve
made it more about
benefitting other
people.”
Expert Interview
68. Brooke Hessler,
Director of Learning
Resources
(CCA)
“Oftentimes, the person
who can help you is one
who have been in your
shoes. They have a holistic
perspective of what you’re
going through and are
able to relate to your
experience.”
Expert Interview
69. Brooke Hessler,
Director of Learning
Resources
(CCA)
“Tutoring services in schools
are very expensive…you’re
basically paying for someone
to sit and wait there for a
whole day…Hatch could
complement these services
to lower those costs.”
Expert Interview