business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. QEPro
Interviews
Before the course: 37
During the Week: 30
Total: 67
Team
César Wedemann
Marcelio Leal
Helena Velloso

2. Available at https://canvanizer.com/canvas/rYCLeWbGCJ1AM
QEPro - Business Model Canvas (Day 1)

3. QEPro - Here's what we thought (Day 1)
● Many different channels
● Same generic strategies to get, keep, and grow customers'
database
● Just one and generic customer segment
● Pricing model would be per school
● Freemium plan would offer limited features

4. Keep (Support; Netw.
effect; Switching cost)
QEPro - Business Model Canvas (Day 2)
Brazilian Educational
Departments
- K-12
- structured and
frequent assessments
- infrastructure
“Help me get
information from my
students while
spending less money,
time and reducing
complexity”
Website
Get (Mailing; Landing
Page; Partners - FL)
Grow (Cases;
Partnership; WoM)
Revenue Model
- B2G (Direct Sales)
- B2B (Items, Calibration,
Data)
Pricing
- Subscription plans per
school (1-3: free; Up to 10:
$ 24.3k / yr; 10+: call us!)
Lemann Foundation
Law firms
Map B2G Sales Proc.
Product Onboarding
Human
Software engineers;
Customer Rel.
Intellectual
Brand; Authority
Payroll
AWS CBA + Report
Gov. Relationship
Legal
Support to sell, Docs.
Infrastructure
Office
Logistics
Suppliers
Sales Force

5. Keep (Support; Netw.
effect; Switching cost)
QEPro - Business Model Canvas (Day 3)
Secretary (Mid E.D.)
#Buyer
Website
Get
Partners (FL)
Grow (Cases;
Partners; WoM)
Revenue Model
- B2G (Direct Sales)
Subscription (per school) Freemium (3) | 4-10 $$$ | > 10 $$$$$
Lemann Foundation
Law firms
Map B2G Sales Proc.
Product Onboarding
Human
Software engineers;
Customer Rel.
Intellectual
Brand; Authority
Payroll
AWS
CBA + Report
Gov. Relationship
Legal
Support to sell, Docs.
Infrastructure
Office
Logistics
Suppliers
Sales Force
P1 (E.D.)
#Influencer, #User
Principal (School)
#User
Secretary (Large E.D.)
#Buyer
Teacher (School)
#User / #Rec. / #Sabot.
Reduce complexity
and costs
Get actionable and
updated information
about students
Reduce time in
scoring assessments
Reduce complexity
and costs
Get
Mailing; Landing Page;
Mid/Long term: B2B
(Items, Calibration, Data),
Diagnostic assessment
Buying committee
#Buyer
Follow technical
guidelines

6. Keep Support; Netw.
effect; Switching cost
QEPro - Business Model Canvas (Day 4)
Secretary (Mid E.D.)
#Buyer
Sales Force
Get
Partners (FL)
Grow Cases; Partners;
WoM
Revenue Model
B2G (Direct Sales)
Subscription R$ 3-5/student per year, with a freemium model for
the first 3 schools
Lemann Foundation
Law firms
Map B2G Sales Proc.
Product Onboarding
Human: Software
engineers; Cust. Rel.
Intellectual: Brand;
Authority
Payroll
AWS
CBA + Report
Gov. Relationship
Legal: Selling support,
Docs.
Infrastructure
Office
Logistics
Suppliers
Website
P1 (E.D.)
#Influencer, #User
Principal (School)
#User
Secretary (Large E.D.)
#Buyer
Teacher (School)
#User / #Rec. / #Sabot.
Reduce complexity
and costs
Get actionable and
updated information
about students
Reduce time in
scoring assessments
Reduce complexity
and costs
Get
Mailing; Landing Page
Mid/Long term: B2B
(Items, Calibration, Data),
Diagnostic assessment
Items
Items

7. QEPro - Channels
Government Procurement
NGO/ Government Partnership
Law number 13.019/2014 (2017)
Direct Sales / Web
Secretary (Mid E.D.)
#Buyer
Secretary (Large E.D.)
#Buyer
P1 (E.D.)
#Influencer, #User
Teacher (School)
#User / #Rec
Influences Recommend
Small Agreements
B2G - Direct Sales
Subscription per Student
● Variable (Ranges)
● Free (up to 3 schools)
○ Items
Mid/Long term: B2B (Items,
Calibration, Data), Diagnostic
assessment
Cost
(Product, Acq, etc.)
Selling Costs
Legal Costs
R&D
Business Model
Rein-
vestment

8. QEPro - Channels / Get Strategy
Partners (Long)
- Lemann Foundation
(Backed by)
- Itaú F., Airton Senna F.
- Why
- Easier access
- Authority
Mailing (Mid)
- QEdu (> 6k users)
- QEdu Redes ( 2.5k users)
- Why
- Qualified leads
- Know us
Landing Page (Short)
- Call for Proposals
- Early adopters
- Why
- Scarcity
- Control the growth

9. Keep Support; Netw.
effect; Switching cost
QEPro - Business Model Canvas (Day 5)
Secretary (Mid E.D.)
#Buyer
Sales Force
Get
Partners (FL)
Grow Cases; Partners;
WoM
Revenue Model
B2G (Direct Sales)
Subscription R$ 3-5/student per year, with a freemium model for
the first 3 schools
Lemann Foundation
Law firms
Map B2G Sales Proc.
Product Onboarding
Human: Software
engineers; Cust. Rel.
Intellectual: Brand;
Authority
Payroll
AWS
CBA + Report
Acquire good items
Legal: Selling support,
Docs.
Infrastructure
Office
Logistics
Suppliers
Website
P1 (E.D.)
#Influencer, #User
Principal (School)
#User
Secretary (Large E.D.)
#Buyer
Teacher (School)
#User / #Rec. / #Sabot.
Reduce complexity
and costs
Get actionable and
updated information
about students
Reduce time in
scoring assessments
Reduce complexity
and costs
Get
Mailing; Landing Page
Mid/Long term: B2B
(Items, Calibration, Data),
Diagnostic assessment
Items
Items
Gov. Relationship
Reduce the logistics
complexity

10. QEPro - Relations in small secretaries
Teacher - User, recommend or
sabotager
Principal - enabler
P1 or Pedagogical Director -
influencer and user
Secretary of education (buyer
and influencer)
Students - users
QPRO

11. QEPro - Relations in Large secretaries
Teacher - User, recommend or
sabotager
Principal - enabler
P1 or Pedagogical Director -
influencer and user
Secretary of education (buyer and influencer) - here you might be introduced
to the secretary or to an internal influencer
Students - users
QPRO
Influencer has to introduce
secretary to Qpro

12. QEPro - Ecosystem
QEPro
Diagnostic Assessments
R$ 100 MM/yr (~US$ 30 MM/yr)Summative
Assessments
R$ 1 Bn/yr
(~US$ 300
MM/yr)
Teachers' Trainning
R$ 500 MM/yr (~US$ 150 MM/yr)
EdTech
Validating...

13. QEPro - Big ideas!
1. Schools’ principals are not only part of the process, but also play a decisive role in
terms of enabling the assessment processes
2. The instrument to buy something like QEdu Provas will most likely be through…
a. Public Call for Proposal (PCC)
b. If less than R$ 8k, PCC might not be required
c. Bundle with some teachers’ training activity
d. Partners with grant makers (e.g.: BID)
3. In terms of pricing model…
a. Freemium model (first three schools use the platform for free)
b. Charge per student
c. R$ 3-5 / student per year appears to be a reasonable price
4. There’s a considerable difference between large and mid educational departments.
Therefore, they need to be treated differently
5. B2G requires relationship building
6. The problem we are trying to solve is extremely critical

14. QEPro - What comes next...
● Run the MVP (3 districts) to test our value proposition (product)
● Test the channels and the get strategies
● Test the new types of agreements for NGOs
● Find new ways to get more items (resource) and unlock new types of
assessments
● Build a strong relationship with the new secretaries (2017 new
administration)