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

1. Interviews before the course: 21
Interviews during the week: 50
Last 24h interviews: 6
Total customer Interviews: 71
TOP FreshMan
Helping Brazilian college students to graduate and plan their careers
Team:
João Gallo
Miguel Andorffy

2. Why Top Freshman???
How does higher education look like in Brazil
● Students must choose their major BEFORE they get into college
○ They must have another admission in order to change their majors (REALLY STRESSFUL
AND TIME WASTING)
● Admission to colleges done through one flat test
○ No recommendation letters
○ No interviews
● 7.305.977 students in college
○ 5.4MM (73.5%) in private institutions
○ 4.7MM (64%) won't graduate on their majors (THIS % IS RAISING ON THE LAST YEARS)

3. What is Top Freshman?
● Information aggregator about career opportunities on every major
○ Exchange programs
○ Scholarships
● Information producer about careers
○ Interviews with experienced professionals
○ Course selections aligned to each career
○ Extracurricular courses for professional improvement
● Information producer about courses
○ Interviews with professors and coordinators of different institutions
○ Interviews with senior students and recently graduated professionals
● Handicap fix
○ Identification of academic gaps to take courses
○ Online remediation courses
○ Online career counseling

4. Top Freshman Delights
● Customer relationship
○ 10 MM students from Me Salva! that are in high school and college
○ 700K students from AppProva
○ B2B relationship from AppProva with 2 of the 5 largest higher education groups in Brazil
● Partner relationship
○ AppProva relation with professors and content producer of higher education groups
● Technology
○ AppProva's data processing tools for academic gap identification
○ Joint venture matching of Me Salva's remediation courses and AppProva's technology
● Content
○ Me Salva's remediation courses

5. Here's what we thought: Day #1
Steve’s feedback day #1:
“The worst canvas made by
experienced entrepreneurs
who already work in this
market I've ever seen!”

6. Progress this week
Day #1 Initial idea
● Identify academic gaps
● Provide remediation courses for higher education
Day #2
● Information about careers showed up as a major value proposition
Day #3
● Parents turned to be a possible customer segment
● Students to be leveled prior to courses have been refined only to technical based majors
● Channels refined to use AppProva's and Me Salva's reputation and customers
Day #4
● Students willing to change majors expanded to include students willing to dropout
● Parents influence but are not a customer segment
● Information gathering, production and distribution turned to be the main value proposition
● Colleges showed deep interest on developing and using the solution
○ We are already spending money to try to do it but we are no experts
○ We should definitely talk more about this when you come back to Brazil
● Landing page test collected 170 interested people in 20 hours
○ 50 BRL in adwords / Family and friends Facebook sharing

7. Here's what we learned
● Students are more concerned about knowing what they can really take from their majors and what
they have to do to take what they want than dealing with academic challenges
● Lack of fundamental knowledge is a problem for students of technical majors such as engineering
and computer science
○ Specially in courses like Calculus, Programming and Analytical Geometry
● Colleges are more than concerned about students dropout
○ Reducing the 67% churn of private colleges is definitely something they would pay for
● Parents are always involved and influence students choices but the students have the final word
most of the time
○ Parents are more driven by their prejudices and are likely to be changed by information
presented by their kids
● Many students who have dropped out or changed major wouldn't do it if had a broader view of their
choices
● Colleges are definitely not doing a good job on showing the career opportunities to their
students

8. 6 - Key Partners
Colleges
Professors
Former Users
Student groups
Market reference
professionals
Senior students
Recently graduated students
7 - Key Activities
Data analysis
Content publishing for career
SEM
Social Media Marketing
1 - Value Proposition
(A, B,C,D) Show the career
opportunities in a major
(B,C) Build a course
selection based on a desired
career
(B,C) Know your own skills
and have counseling
(E) Lower churn rates by
keeping students motivated
4 - Customer Relationship
Online Ads
Mobile Ads
College Bulletin Boards
Word of mouth
2 - Customer Segments
(A) Freshman students of
Engineering, Computer
Science and Other
Science/Tech majors.
(B) Students that are willing
to change majors or dropout
college.
(C) Students that wonder
about they’re future and want
to have a clear view of
opportunities early in college.
(E) Private colleges that want
to reduce churn
8 - Key Resources
Professors
Data Scientists
Content Publishers
Information Architects
3 - Channels
Own
- Direct Web Sales
- Direct Salesforce
Partner
- AppProva’s B2B customers
- Me Salva!’s B2C customers
9 - Cost Structure
Content Development
Software development
Servers
Marketing
5 - Revenue Streams
Remediation courses > Subscription model or individual modules
Tutoring
B2B contracts with strategic partners
Online counseling
Online vocational test
Online skill analysis

9. Main Field Tests
Landing page lead acquisition
B2B Selling approach to real potential buyer

10. Landing Page Results
768 visits
24 hours
170
interested
customers
22,1% conversion
visit > leadURL:
top-universitario.launchrock.com