onedollarboard columbia
•Als PPTX, PDF herunterladen•
5 gefällt mir•9,426 views
The document discusses plans for a new product called Robox. Robox aims to make coding and robotics accessible for teachers, students, and parents through affordable kits. Key points: 1) Robox kits would be much cheaper than competitors and bundled with coding curriculum and an online platform. Users could build their first robot in minutes. 2) The target customer segments are maker teachers, students aged 7-12, parents of children 12-18, schools, and tech enthusiasts. The value propositions focus on teaching/learning coding in an accessible, practical way or helping raise smart kids. 3) The business model involves online and direct sales, an open hardware community for development, manufacturing and importing components,
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie onedollarboard columbia
Ähnlich wie onedollarboard columbia (20)
Mehr von Stanford University
Mehr von Stanford University (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
onedollarboard columbia
- 1. One Dollar Board Claudio Olmedo Lucas Rocha Imri Sofer Interviews since last class: 5 + 55(experiment) Interviews to date: 65 + 55
- 2. ONE DOLLAR BOARD - ROBOX™ (Day 1) Maker teachers Young Usually math or science teachers Parents and students Tech enthusiasts Schools and districts Private and public schools “Help me teach/learn coding in a practical, meaningful and financially accessible way” Bundling Users can build their 1st robot in few minutes while coding curriculum and platform are also provided Price Kits and components are much cheaper compared to other competitors Website Maker teachers, parents and students Sales Force Schools and districts Get PR; online mkt Maker activism Keep Learning platform and curriculum Grow New projects and components Asset Sales $ 9.90 – Basic Kit $ 14.90 – Starter Kit $ 19.90 – Advanced Kit Post Sales - New components (sensors, wifi cards, gears, batteries – over 600 components) Open Hardware Community Development Mission driven Sponsors Marketing exposure Mission driven Manufacturers Supply Chain Financial interest Production Manufacturing, import and assembly Platform Curriculum, development, support and sales Intellectual - Process for manufacturing - Robox patent and trademark Human - Open hardware and maker network Variable costs with economies of scale - Manufacturing components - Import and taxes Investment needed - Online curriculum and learning platform development - Team Volunteers Mission driven
- 3. Key Insigths and Learnings Hypotheses Experiments Pass/Fail Condition Results It is easier to introtuce students to CS using physical computing (tinkering) than digital coding Ask teachers who have experienced both formats and read articles/researches Pass: there are no evidences or there are evidences that tinkering is as good or better to teach CS than other methods Fail: there are evidences in the other direction PASS If given the chance, teachers would prefer to teach CS in small groups or even individually Run workshops and ask teachers who are already using eletronics and robotic kits in classrooms Pass: teachers prefer to run activities with maximum 2 students Fail: teachers prefer to run activities with 3 students or more PASS Teachers would allow students to take their Roboxes home, to show their parents As teachers during interviews if they believe that’s plausible Pass: teachers think it is a good idea to let kids take their kits home Fail: teachers would rather maintain the kits inside the lab/school PASS Something between $10 and 20 is a good pricing point for the Robox kit Try this price range during interviews Pass: if people ask how they can order the product Fail: if there is few or no spontaneous interest in buying the kit FAIL (customers valued product above suggested price)
- 4. ROBOX™ Canvas Model (Day 3) Maker Teachers Young (< 35 yo) Usually CS, Math or Science Students from 7-12th grades Parents Tech enthusiasts Parents of children between 12 and 18 yo Schools Private and public schools / school districts Internet connectivity 7-12th grades Help me teach coding and engage my students in a way that I feel comfortable: - Tinkering - Customizable - Low cost Help me raise smart and well succeeded children - Used without my supervision - Customizable Help me include CS in my curriculum - Low or no professional development - Low cost equipment - Effective in Learning Results Website Online sales Sales Force Direct sales Open Hardware Community Development Mission driven Manufacturers Supply Chain Financial interest Production Manufacturing, import and assembly Intellectual - Process for manufacturing - Robox patent and trademark Human - Engineers, designers, CS teachers Variable costs with economies of scale - Manufacturing components - Import and taxes Investment needed - Online curriculum and learning platform development - Team Asset Sales $ 9.90 – Basic Kit $ 14.90 – Starter Kit $ 19.90 – Advanced Kit $ 0.90 – 59.90 – New components and kits Asset Sales Prices negotiated based on volumes Advertisers Tech companies, foundations and social responsability areas interested in innovation and IO Help raise awareness around my brand and foment IOT among students - Public segmentation Sponsorhips Prices negotiated based on volumes Get - PR; online mkt; network; online 3rd party learning platforms Keep – Learning platform and curriculum Grow – new projects and components Get - PR; workshops; hackatons Keep – data on usage and impact Grow – new products; events and trainings Platform Curriculum, development, support and sales Indirect Partner stores Stores Eletronics? Toys? Distribution channel Financial Interest
- 5. Value proposition Customer Segment Job to be done Pains and Gains Value Proposition Teachers “Help me teach coding and engage my students in a way that I feel comfortable” Customizable Drawable boxes with stickers included; set of mechanic componentes; programable Low Cost Paper boxes; small number of components; one dollar board Connection to real world and narratives Physical computing with the possibility to use materials beside eletronic componentes and creation of several characters Easy to use Step by step instructions with video examples for the 2 first classes; Project suggestions for continued curriculum Name: Alexandre Age: 42 years old Roles: user, influencer, recommender and buyer Subject: informatics teacher Background: math teacher Schools: 1 public and 1 private school Grade level: 6th to 9th grades Teaching experience: 12 years
- 6. Value proposition Customer Segment Job to be done Pains and Gains Value Proposition Parents “Help me raise smart and well succeeded children” Customizable Drawable boxes with stickers included; set of mechanic components Low Cost Paper boxes; small number of components; one dollar board Safe Eletronic safeguards; low voltage and bigger connectors Used by themselves Project guides for children to follow, with videos featuring teenagers (Youtube style) Name: Ana and Humberto Age: 35 and 32 years old Children: 2 girls, 9 and 12 years old Roles: buyers or saboteurs Background: business administration and psichology Family year income: ~ $ 24.000 to 48.000 Technology behavior: likes new gadgets but ask for kids help to install and use
- 7. Educational Kits (Flexible projects) Educational Kits (Pre-defined projects) STEM Toys Maker Kits Petal Diagram
- 8. $12.99 Basic Tiny Monster Kit $5.99 $5.99$5.99$5.99 Tiny Monster Expansion Kit Roku Tiny Monster Expansion Kit Nuggi Tiny Monster Expansion Kit Verta Tiny Monster Expansion Kit Divek $39.99 Multi-X kit Arachnid E-bot $19.99$19.99 Spend $40 Experiment
- 9. Get / Keep / Grow Education (teachers) Parents Online Marketing Maker Network Learning platforms Free or subsidized distribution DIY Youtube Channels Online Curriculum Projects repository Customer support Step by step activities New components and kits New versions DIY Box design DIY Schematics
- 10. ROBOX™ Canvas Model (Day 5) Maker Teachers Usually CS, Math or Science Students from 7-12th grades Parents Tech enthusiasts Parents of children between 12 and 18 yo Schools Private and public schools / school districts Internet connectivity 7-12th grades Help me teach coding and engage my students in a way that I feel comfortable: - Tinkering - Customizable - Low cost Help me raise smart and well succeeded children - Used without my supervision - Customizable Help me include CS in my curriculum - Low or no professional development - Low cost equipment - Effective in Learning Results Direct sales Website Sales Force Direct sales Open Hardware Community Development Mission driven Manufacturers Supply Chain Financial interest Operations Manufacturing, import, assembly and distribution Intellectual - Process for manufacturing - Robox patent and trademark Human - Engineers, sales, designers, curriculum experts and marketing Variable costs with economies of scale - Manufacturing components - Import and taxes - Distribution Investment needed - Online curriculum and learning platform development - Team Asset Sales - Basic Kit - subsidized prices by foundations, corporate partners or investors - Expansion packs sales Asset Sales Prices negotiated based on volumes Get - online mkt; network; online 3rd party learning platforms; Keep – Learning platform and curriculum Grow – new projects and components Get - workshops; sponsored donations Keep – data on usage and impact Grow – new products; events and trainings Platform Curriculum, development, support and sales Indirect Partner stores Stores Electronics & Toys Distribution channel Financial Interest Asset Sales - Basic Kits - Expansion packs Investors Financial Interest Mission driven MVP Robox Kit (One Dollar Board + paper box + components + stickers + curriculum)
- 11. Next Steps • Customer Discovery & Validation • Parents value proposition • Pricing point • Channels • Operations • Assemble and import process in US • Resellers research • Investment
- 12. Support Material
- 13. Columbia B7739-002: Advanced Entrepreneurship ONE DOLLAR BOARD - ROBOX™ TEAM MEMBERS Claudio Olmedo Lucas Rocha Degree program and Department/Major Practical Experience Computer Engineer Provide your LinkedIn public profile URL https://www.linkedin.com/in/claud io-centromaker https://www.linkedin.com/in/lucas- rocha-82642829 Are you the subject matter expert (SME) for this team? Yes No Pick a role you think you most likely will play on this team (Hustler, Hacker, Designer or Product Picker) Visionary and Hacker Hustler Anything interesting we should know about you (be brief) Entrepreneur, open hardware activist, and father of two princesses Leads the education technology area at Lemann Foundation, in Brazil
- 14. ONE DOLLAR BOARD - ROBOX™ (Day 1) Maker teachers Young Usually math or science teachers Parents and students Tech enthusiasts Schools and districts Private and public schools “Help me teach/learn coding in a practical, meaningful and financially accessible way” Bundling Users can build their 1st robot in few minutes while coding curriculum and platform are also provided Price Kits and components are much cheaper compared to other competitors Website Maker teachers, parents and students Sales Force Schools and districts Get PR; online mkt Maker activism Keep Learning platform and curriculum Grow New projects and components Asset Sales $ 9.90 – Basic Kit $ 14.90 – Starter Kit $ 19.90 – Advanced Kit Post Sales - New components (sensors, wifi cards, gears, batteries – over 600 components) Open Hardware Community Development Mission driven Sponsors Marketing exposure Mission driven Manufacturers Supply Chain Financial interest Production Manufacturing, import and assembly Platform Curriculum, development, support and sales Intellectual - Process for manufacturing - Robox patent and trademark Human - Open hardware and maker network Variable costs with economies of scale - Manufacturing components - Import and taxes Investment needed - Online curriculum and learning platform development - Team Volunteers Mission driven
- 15. ONE DOLLAR BOARD - ROBOX™ (Day 2) Teachers Young (< 35 yo) Usually CS, Math or Science Students from 7-12th grades Parents Tech enthusiasts Parents of children between 12 and 18 yo Schools Private and public schools Internet connectivity 7-12th grades Help me teach coding in the best way possible - Tinkering - Customizable - Low cost Help me raise smart and well succeeded children - Used without my supervision - Customizable Help me include CS in my curriculum - Low or no professional development - Low cost equipment - Effective in Learning Results Website Online sales Sales Force Direct sales Open Hardware Community Development Mission driven Manufacturers Supply Chain Financial interest Production Manufacturing, import and assembly Intellectual - Process for manufacturing - Robox patent and trademark Human - Engineers, designers, CS teachers Variable costs with economies of scale - Manufacturing components - Import and taxes Investment needed - Online curriculum and learning platform development - Team Asset Sales $ 9.90 – Basic Kit $ 14.90 – Starter Kit $ 19.90 – Advanced Kit $ 0.90 – 59.90 – New components and kits Asset Sales Prices negotiated based on volumes Advertisers Tech companies, foundations and social responsability areas interested in innovation and IO Help raise awareness around my brand and foment IOT among students - Public segmentation Sponsorhips Prices negotiated based on volumes Get - PR; online mkt; Maker activism Keep – Learning platform and curriculum Grow – new projects and components Get - PR; workshops; hackatons Keep – data on usage and impact Grow – new products; events and trainings Platform Curriculum, development, support and sales
- 16. ROBOX™ Canvas Model (Day 3) Maker Teachers Young (< 35 yo) Usually CS, Math or Science Students from 7-12th grades Parents Tech enthusiasts Parents of children between 12 and 18 yo Schools Private and public schools / school districts Internet connectivity 7-12th grades Help me teach coding and engage my students in a way that I feel comfortable: - Tinkering - Customizable - Low cost Help me raise smart and well succeeded children - Used without my supervision - Customizable Help me include CS in my curriculum - Low or no professional development - Low cost equipment - Effective in Learning Results Website Online sales Sales Force Direct sales Open Hardware Community Development Mission driven Manufacturers Supply Chain Financial interest Production Manufacturing, import and assembly Intellectual - Process for manufacturing - Robox patent and trademark Human - Engineers, designers, CS teachers Variable costs with economies of scale - Manufacturing components - Import and taxes Investment needed - Online curriculum and learning platform development - Team Asset Sales $ 9.90 – Basic Kit $ 14.90 – Starter Kit $ 19.90 – Advanced Kit $ 0.90 – 59.90 – New components and kits Asset Sales Prices negotiated based on volumes Advertisers Tech companies, foundations and social responsability areas interested in innovation and IO Help raise awareness around my brand and foment IOT among students - Public segmentation Sponsorhips Prices negotiated based on volumes Get - PR; online mkt; network; online 3rd party learning platforms Keep – Learning platform and curriculum Grow – new projects and components Get - PR; workshops; hackatons Keep – data on usage and impact Grow – new products; events and trainings Platform Curriculum, development, support and sales Indirect Partner stores Stores Eletronics? Toys? Distribution channel Financial Interest
- 17. ROBOX™ Canvas Model (Day 4) Maker Teachers Usually CS, Math or Science Students from 7-12th grades Parents Tech enthusiasts Parents of children between 12 and 18 yo Schools Private and public schools / school districts Internet connectivity 7-12th grades Help me teach coding and engage my students in a way that I feel comfortable: - Tinkering - Customizable - Low cost Help me raise smart and well succeeded children - Used without my supervision - Customizable Help me include CS in my curriculum - Low or no professional development - Low cost equipment - Effective in Learning Results Platform Online Sales Sales Force Direct sales Open Hardware Community Development Mission driven Manufacturers Supply Chain Financial interest Production Manufacturing, import and assembly Intellectual - Process for manufacturing - Robox patent and trademark Human - Engineers, designers, CS teachers Variable costs with economies of scale - Manufacturing components - Import and taxes Investment needed - Online curriculum and learning platform development - Team Asset Sales $ 9.90 Basic Kit - subsidized $ 14.90 – Starter Kit $ 19.90 – Advanced Kit $ 0.90 – 59.90 – New components and kits Asset Sales Prices negotiated based on volumes Get - PR; online mkt; network; online 3rd party learning platforms Keep – Learning platform and curriculum Grow – new projects and components Get - PR; workshops; hackatons Keep – data on usage and impact Grow – new products; events and trainings Platform Curriculum, development, support and sales Indirect Partner stores Stores Electronics & Toys Distribution channel Financial Interest Asset Sales Expansion packs
- 18. ROBOX™ Canvas Model (Day 5) Maker Teachers Usually CS, Math or Science Students from 7-12th grades Parents Tech enthusiasts Parents of children between 12 and 18 yo Schools Private and public schools / school districts Internet connectivity 7-12th grades Help me teach coding and engage my students in a way that I feel comfortable: - Tinkering - Customizable - Low cost Help me raise smart and well succeeded children - Used without my supervision - Customizable Help me include CS in my curriculum - Low or no professional development - Low cost equipment - Effective in Learning Results Direct sales Website Sales Force Direct sales Open Hardware Community Development Mission driven Manufacturers Supply Chain Financial interest Operations Manufacturing, import, assembly and distribution Intellectual - Process for manufacturing - Robox patent and trademark Human - Engineers, sales, designers, curriculum experts and marketing Variable costs with economies of scale - Manufacturing components - Import and taxes - Distribution Investment needed - Online curriculum and learning platform development - Team Asset Sales - Basic Kit - subsidized prices by foundations, corporate partners or investors - Expansion packs sales Asset Sales Prices negotiated based on volumes Get - online mkt; network; online 3rd party learning platforms; Keep – Learning platform and curriculum Grow – new projects and components Get - workshops; sponsored donations Keep – data on usage and impact Grow – new products; events and trainings Platform Curriculum, development, support and sales Indirect Partner stores Stores Electronics & Toys Distribution channel Financial Interest Asset Sales - Basic Kits - Expansion packs Investors Financial Interest Mission driven MVP Robox Kit (One Dollar Board + paper box + components + stickers + curriculum)
- 19. Customer Segments Teachers Parents Principal Pedagogical Director Secretary of education Influence connections Purchases
- 20. Customer Segments Maker Teachers Name: Alexandre Age: 42 years old Roles: user, influencer, recommender and buyer Subject: informatics teacher Background: math teacher Schools: 1 public and 1 private school Grade level: 6th to 9th grades Teaching experience: 12 years “Help me teach coding and engage my students in a way that I feel comfortable”
- 21. Customer Segments School Principal Name: Marcia Age: 38 years old Roles: influencer, recommender or buyer Subject: (former) primary teacher Background: pedagogy Schools: 1 public school Grade level: 1st to 5th grades Teaching experience: 18 years “Help my teachers provide a good learning experience and maintain students disciplined”
- 22. Customer Segments Pedagogical director Name: Julia Age: 41 years old Roles: influencer or recommender Job: Pedagogical director Background: psicology with especialization in pedagogy Teaching experience: 20 years “Help me provide good professional development to teachers and choose the right pedagogical materials to teach the curriculum”
- 23. Customer Segments Secretary of municipal education Name: Roberto Age: 52 years old Roles: buyer Background: history teacher, former principal and politically appointed as secretary Teaching experience: 20 years Administration experience: almost none “Help me increase education KPIs and maintain the budget under control”
- 24. Customer Segments Tech savvy parents Name: Ana and Humberto Age: 35 and 32 years old Children: 2 girls, 9 and 12 years old Roles: buyers or saboteurs Background: business administration and psichology Family year income: R$ 48.000,00 Technology behavior: likes new gadgets but ask for kids help to install and use “Help me raise smart and well succeeded children”
- 25. Value proposition Customer Segment Job to be done Pains and Gains Value Proposition Teachers “Help me teach coding and engage my students in a way that I feel comfortable” Customizable Drawable boxes with stickers included; set of mechanic components Low Cost Paper boxes; small number of components; one dollar board Connection to real world Physical computing with the possibility to use materials beside eletronic components Easy to use Step by step instructions with video examples for the 2 first classes; Project suggestions for continued curriculum
- 26. Value proposition Customer Segment Job to be done Pains and Gains Value Proposition Parents “Help me raise smart and well succeeded children” Customizable Drawable boxes with stickers included; set of mechanic components Low Cost Paper boxes; small number of components; one dollar board Safe Eletronic safeguards; low voltage and bigger connectors Used by themselves Project guides for children to follow, with videos featuring teenagers (Youtube style)
- 27. Value proposition Customer Segment Job to be done Pains and Gains Value Proposition Pedagogical directors “Help me provide good professional development to teachers and choose the right pedagogical materials to teach the curriculum” Low or no professional development required Follow blockly or other known programming language by teachers Curriculum aligned to standards Suggest activities connected to the national standarts Good learning outcomes Collect and provide evidences on the gains of CS education so influencers can convince buyers
- 28. Educational Kits (Flexible projects) Educational Kits (Pre-defined projects) STEM Toys Maker Kits Petal Diagram
- 29. Market Size TAM: 1.35 Bi students in secondary and high school around the world by UNESCO in 2014 SAM: 91,4 M students in chosen countries (Brazil, USA, Germany, UK and Spain) with internet connectivity* TARGET: 9 Million students (innovators and early adopters consist in 16% of the SAM. So, consider we could get to a tipping point by reaching 60% of the innovators and early adopters) * Source: http://www.internetlivestats.com/internet-users-by-country/ Estimated life cycle value: $ 50.00 $ 67.5 Bi $ 4.5 Bi $ 0.45 Bi
- 30. Type of Business Type of Market: Resegmented Market Customers: • Teachers and parents of students between 7 and 12th grades • Schools and Universities • Tech-companies, foundations and social responsability areas interested in innovation and IOT Competitors: LEGO Mindstorms, Robota, Atos Educacional, Arduíno, Makey Makey, Littlebits, and several others Risks: not being able to fulfill customer needs and offer clear differentiation from competitors; business model relies on established manufacturing process in China; sponsors might not be interested in this kind of media;
- 31. $12.99 Basic Tiny Monster Kit $5.99 $5.99$5.99$5.99 Tiny Monster Expansion Kit Roku Tiny Monster Expansion Kit Nuggi Tiny Monster Expansion Kit Verta Tiny Monster Expansion Kit Divek $39.99 Multi-X kit Arachnid E-bot $19.99$19.99 Spend $40 Experiment
- 32. Segment our market to Education & Private Sell/Deliver basic Robox kits to educational institutions capture young audience, create brand awareness. Create a basic content/designs on our platform (each design will include parts, some will be basic, some will be premium) Create an open-platform environment (drag and drop editor) for people to design new Roboxes. The plans will include a list of parts. Consider a Youtube model were the designers get a part of the revenue (maybe design it using channels) Get / Keep / Grow
- 33. Hypotheses Hypotheses Experiments Pass/Fail Condition Results It is easier to introtuce students to CS using physical computing (tinkering) than digital coding Ask teachers who have experienced both formats and read articles/researches Pass: there are no evidences or there are evidences that tinkering is as good or better to teach CS than other methods Fail: there are evidences in the other direction PASS If given the chance, teachers would prefer to teach CS in small groups or even individually Run workshops and ask teachers who are already using eletronics and robotic kits in classrooms Pass: teachers prefer to run activities with maximum 2 students Fail: teachers prefer to run activities with 3 students or more PASS Teachers would allow students to take their Roboxes home, to show their parents As teachers during interviews if they believe that’s plausible Pass: teachers think it is a good idea to let kids take their kits home Fail: teachers would rather maintain the kits inside the lab/school PASS Something between $10 and 20 is a good pricing point for the Robox kit Try this price range during interviews Pass: if people ask how they can order the product Fail: if there is few or no spontaneous interest in buying the kit FAIL Companies and foundations are interested in advertising / sponsoring on the back of the board Try this idea with potential customers Pass: if people ask how they can do that lot of boards Fail: if there is few or no spontaneous interest in advertising / sponsoring the kit NOT TESTED
- 34. Hypotheses Hypotheses Experiments Pass/Fail Condition Results People would buy the kits directly from Robox website Ask where people expect to buy this product Pass: they answer they would look after our website Fail: they suggest other channels PASS Upon interacting with our basic product, users would be willing to download more designs (and buy more, better parts) Spend $40 experiment – Provide participants with a budget of $40 and an inventory of high-end, medium range, and basic product on which they can buy more parts. Pass: Strong indication that people are willing to buy the basic product + expansions Fail: Strong indication that people are willing to buy the premium product || people are not willing to buy the basic product + expansions PASS
Hinweis der Redaktion
- Should we get rid of the red part by now? It is very complex to start with this in several countries. Values propositions should differ between early adopters and majority. We should be building a startup for the early adopters, right?
- Should we get rid of the red part by now? It is very complex to start with this in several countries. Values propositions should differ between early adopters and majority. We should be building a startup for the early adopters, right?
- Include govnt together with public schools Include 3rd party learning platforms as a GET Understand if building a programming language for the Robox would be better than building blocks
- Should we get rid of the red part by now? It is very complex to start with this in several countries. Values propositions should differ between early adopters and majority. We should be building a startup for the early adopters, right?
- Should we get rid of the red part by now? It is very complex to start with this in several countries. Values propositions should differ between early adopters and majority. We should be building a startup for the early adopters, right?
- Should we get rid of the red part by now? It is very complex to start with this in several countries. Values propositions should differ between early adopters and majority. We should be building a startup for the early adopters, right?
- Is 60% an acceptable premisse for tipping point
- Technologocial risks? Mantaing quality even in cheap projects?