1. LARK:
The Learning Future For the Blind
Team H.A.B. | Creative founder | fall 2020
Hermione Hu, Amanda Liu & Ben Dai
11. 22. 2020
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https://www.tlnt.com/mobile-learnin
g-not-just-e-learning-on-the-phone/
2. Our Team
Amanda Liu
CMO
Design strategy
Marketing
Ben Dai
CFO
Financial Planning
Analyzing
Hermione Hu
CEO
System Thinking
Project Management
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
Po Yang
Advisor
Entrepreneur & educator
in disability support
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3. Amanda Liu, Ben Dai & Hermione Hu | week 11 | Creative Founder | Fall 2020
3
Li Yi 黎一
Our Story
5. To facilitate blind people’s learning experiences
Our Mission
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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6. Learned from Interviews
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
● Participants show diverse interests in skills &
knowledge learning.
● They all have a certain field of interest, but
couldn’t find the right resources to start.
● They can’t find people to answer particular
questions.
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20+ Participants
7. Molecule
Use
Have Address
Blind
People in
China
Lack of
diversity in
education
An online
learning
community
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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Lack of
diversity in
education
8. Key Use & Features
Join a learning group with an
experienced tutor and learn from his
curated resources
Group chat
Resource center
Q&A Forum
Users can discuss with peers
Users can listen to audio courses
Users can post questions to the tutor
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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9. Market Sizing
>> 15% blind people owning smartphone
in China
>> blind people owning smartphone
in China
>> blind people owning smartphone
worldwide
SOM
765,000 people
SAM
5,100,000 people
TAM
39,365,000 people
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
9https://cloud.tencent.com/developer/article/1035504 WHO’s Global data on visual impairment
10. Comparative Analysis
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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Scattered learning
path
Linear learning
path
Interact with
people
Interact with
learning material
LARK
11. Comparative Analysis
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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Scattered learning
path
Linear learning
path
Interact with
people
Interact with
learning material
LARK
12. Business Info
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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A resegmented market that offers curated
learning service to blind people
Market Type Revenue Model
Limited liability company (LLC)
Company structure
Business to customer (B2C)
Business Model
Freemium model with Add-on services
14. Cost Structure
Human resource
Tutor contract fee / person / week
Content creation fee / learning group
Customer service payroll / person / week
Accounting payroll / month
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Operating expense
Marketing fee / month
Wechat official account maintenance
Others
Company registration fee
App store registration
Technology
App development fee
App maintaining fee / year
Website maintaining fee / month
¥100/$15
¥3000/$450
¥50/$7.5
¥4000/$600
¥1000/$150
¥1000/$150
¥3000/$450
¥650/$99
¥50000/$7500
¥5000/$750
¥70/$10
Total: $65,619 / year
15. MVP
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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2 weeks 18 users 1 tutor 7 audio courses
Concierge experiment
16. Acquisition Funnel
Total community members who we accessed
People viewed the free promotion courses
People joined the community
People paid for the product
People referred the product to others
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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500 people
58 people
16 people
100%
10%
27%
12 people 75%
-
People finished the courses
3 people 25%
17. Revenue Estimate
765,000 people x 3/500 x ¥5/week = $167,000 / year
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SOM Acquisition
funnel
Weekly rate
$167,000 (1-0.09) - $65619 = $86,351 / year
Tax deduction
Gross profit:
Net profit:
cost
19. MVP (Concierge experiment)
1. Ask people in the blind community 3 things they wish to learn.
2. Collect a small number (3-5) of participants that have the same learning objective in a specific
field.
3. Create a learning community (group chat via Wechat) for experiment
4. Find the tutor
5. Collect resources online based on their learning objective and setup a guideline
6. Send out the resources & materials in the community resource center
7. Let the participants communicate based on the learning resources.
8. Gain feedbacks from participants
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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20. 20
MVP - Initial Generation of a Group
Fill in a request form
about their own interests
Share learning
expectation & goal
Set up learning
agenda & guideline
for the group
Wait for the
program to start
Form the learning
group
For user:
Backend:
Form up the learning
group from the
participants
Design the
request form
Collecting the
top requests and
set topic
Find tutors that
specialize in the
field,
21. 21
MVP - Halfway Customer Acquisition
Listen to a 15-20 min
audio courses intro to
psychology
Ask questions to a tutor
specialized in psychology
Daily post & notification
Reach out to Lark
online helper
Join the learning group
For user:
Backend:
Verify the user’s statusFind open-source
resource and translate
into barrier-free version
22. Amanda Liu, Ben Dai & Hermione Hu | week 11 | Creative Founder | Fall 2020
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23. Let’s meet Li Ming
Behaviour
● Download several apps for learning
● Use fractional time to learn during the work break
● Actively engaged in several group chat on Wechat
Pain points
● Don’t know where to find the right resources
● Nobody to answer his questions
● Can’t digest the available online resources
Name: Li Ming
Job: massager
Age: 26
Amanda Liu, Ben Dai & Hermione Hu | week 11 | Creative Founder | Fall 2020
Psychographic details
● Eager to learn new knowledge
● Get tired of his daily job
● Find it hard to motivate himself
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24. User Insight
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● If I can learn more about computer then I can let
myself know more about things that are not
limited to massage
● I always learn new things during the break
between my work. I am learning 13 languages
everyday. I don’t think this is a pressure but it is
an interest.
31. Comparative Analysis
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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Scattered learning
path
Linear learning
path
group learning
solo learning
LARK
40. MVP
Amanda Liu, Ben Dai & Hermione Hu | Week 11 | Creative Founder | Fall 2020
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Which area do you want to learn
1. Introduction to psychology
2. How to adjust your own mentality
3. Psychology case study
4. How to become a psychiatrist
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1.2.3
1.2.3
Wechat group chat
