Blossom

Ashutosh

Shukla

Melissa

Tsang

Prasad

Sethumadhavan

Samudra

Bhuyan

Total interviews: 130 | Parents: 82, Teachers: 26, Directors: 15, Kids: 7

“Engaging parents through digital class portfolios”

130

Week 1 Week 3 Week 5 Week 8

Our LLP Journey

Kids Daily

Activity Report

Communication

App for schoolsCommunication

App for parents

Pivot PivotRestart!

Digital Class

Journals

KEY PARTNERSKEY ACTIVITIES VALUE PROPOSITION CUSTOMER

RELATIONSHIPCUSTOMER SEGMENTS

COST STRUCTURE REVENUE STREAM

KEY RESOURCES

CHANNELS

Parents of daycare & preschool kids (0-6 years)

Teachers at daycare & preschool

- Monthly subscription fee for parents to get premium features (photos, videos)

- Product demo at parent/teacher conferences

- Software development - Inbound marketing for

targeting teachers

- App development, web services engineer.

- Business development

- Fixed: Engineering- Variable: Cloud hosting, business development

- Before and After school programs.- Education blogs/ communities/forums.- Teacher associations KEEP: School contract

GET: Social media advertising targeting parent & teachers.

-Education blogs-Teacher associations

Parents get real time information about their child’s daily activities, health, naptimes & play.

Teachers easily document information about child’s daily progress.

Teachers increase engagement with parents by sharing details about class events.

Initial BMC: Kids Daily Activity Report

Week 1-3 learnings

What we thought... What we learned...

Parents want to know every detail

about their child’s day

Pre-school parents care about abnormalities in the

child’s day. The younger the child, the more info a

parent desires.

Parents currently don’t receive

enough communication from schools

- It’s hard for parents to keep track of everything,

important information gets missed!

- Parents don’t have an easy set of tools for school

communication

multiple tools

Blossommultiple topics

PIVOT #1 - Communication App for Schools

“Everything in One

Place!”

KEY PARTNERSKEY ACTIVITIES VALUE PROPOSITION CUSTOMER

RELATIONSHIPCUSTOMER SEGMENTS

COST STRUCTURE REVENUE STREAM

KEY RESOURCES

CHANNELS

Parents of daycare kids

Parents of preschool and elementary kids (3-10 years)

Teachers at daycare

Teachers at preschool and elementary

Administrators using technology at school

- Schools pay a yearly subscription fee.

- Product demo at parent/teacher conferences

- Software development - Inbound marketing for

targeting teachers

- CIPA compliance- App development, web

services engineer.- Business development

- Fixed: Engineering- Variable: Cloud hosting, business development

- Before and After school programs.- Education blogs/ communities/forums.- Teacher associations KEEP: School contract

GROW: Value Added Services (portfolios, recommendations)

GET: Social media advertising targeting parent & teachers.

-Education blogs-Teacher associations

Parents get realtime information about their child’s daily activities, health, naptimes & play.-Parents want to keep track of important communication from school-Parents want an easy way to communicate with other parents -Teachers easily document information about child’s daily progress.-Teacher want an easy way to share pictures and messages with parents

BMC @ Week 3 - Communication App for Schools

Week 3-5 learnings

I’m not tech

savvy… I don’t

feel comfortable

with technology.

My job is to focus

on the kids, not

use some mobile

app or website…

I already have too

many things to do!

KEY PARTNERSKEY ACTIVITIES VALUE PROPOSITION CUSTOMER

RELATIONSHIPCUSTOMER SEGMENTS

COST STRUCTURE REVENUE STREAM

KEY RESOURCES

CHANNELS

-Busy Parents of publicelementary school kids

-PTA (parent teacher association) parents

Teachers at preschool and elementary

Administrators using technology at school

- Monthly subscription fee for parents to get premium features (photos, videos)

- Product demo at parent/teacher conferences

- Software development - Inbound marketing for

targeting teachers

- CIPA compliance- App development, web

services engineer.- Business development

- Fixed: Engineering- Variable: Cloud hosting, business development

- Before and After school programs.- Education blogs/ communities/forums.- Kids event recommendation (eg, redtricycle)- Teacher associations

KEEP: Event recommendations for parents

GROW: Schools pay for joining Blossom

GET: Ads on Facebook and Google.

-Mommy blogger networks-Facebook -Google

-Parents want to keep track of important communication from school

-Parents want an easy way to communicate with other parents to coordinate activities around their kids

-Teacher want an easy way to share pictures and messages with parents

Pivot #2 @ Week 5 – Communication App for Parents

Pivot #2 - Communication App for Parents

Experiments to Validate Adoption

Experiment #1:

Published Blossom App demo

video to South Marin Mothers’

Group for feedback and insights,

reaching 1600 active mothers

Hypothesis:

Mommy blogger network as channel

for customer acquisition

X

Hypothesis:

Social media ads can serve as a

good channel for Blossom

Hypothesis:

Parents will switch from a

Whatsapp group to Blossom for

parent-to-parent communication.

X

Experiment #2:

Test “GET” strategy through

targeted Facebook & Google

advertisements

Experiment #3:

Shift active parent group from

WhatsApp platform to Slack to

test parent messaging value

proposition

X

● Parents value school communication the most

● Good enough substitutes for parent communication exist

Week 7 Learnings

Back to the drawing board...

When teachers, parents, and kids are all actively

engaged in their school community, an ideal

village will emerge where education can thrive.

Rediscovering our Profound Belief

Aha Moment!

Step 1: Kids upload

pictures of school work

using iPad

Step 3: Parents

engage with kids

around school work

Step 2: Teachers

approve submissions

to the class journal

Digital Class Journals

Step 4: School

directors get visibility

into the classes

KEY PARTNERSKEY ACTIVITIES VALUE PROPOSITION CUSTOMER

RELATIONSHIPCUSTOMER SEGMENTS

COST STRUCTURE REVENUE STREAM

KEY RESOURCES

CHANNELS

Busy affluent working Parents

Tech savvy teachersusing iPads in class

- School pays annual subscription, yearbooks & portfolios- Parents pay for collages, portfolios & extended storage

- Product demo to school directors

- Product demo at parent/teacher conferences

- Software development - Training teachers - Technical support

- Student privacy pledge signatory

- CIPA compliance- Business development- Engineering

- Engineering & Development - Technical support- Business development - Cloud hosting

- Google/Apple apps for education- Ed Tech bloggers- National Council for Private School Accreditation - Shutterfly

KEEP: Annual contract with schools

Directors of private elementary & preschools in urban centers.

GET: Product demos at private elementary & preschools

-Ed Tech Conferences (eg, SF EdTech Meetup)

Kids 4-10 years of age

Directors increase engagement with parents to improve retention

Teachers collaborate to do better curriculum planning

- Visibility into school activities to support learning at home.- Digitally capture all their child’s work

Kids feel proud of exhibiting their work & learn from their peers

GROW: Printed yearbooks, portfolios, personalized collages

Final BMC

Collective Learning from LLP

What we thought... What we learned…

Hard work pays off. But, you need to have a profound belief!

The number of data points you

gain will inform your next steps.5 “nice to have” ≠ 1 “must have”

Customers will tell you exactly

what they need.Be wary of what customers say, sometimes they lie!

Focus on the customer But, don’t build a glass bridge when a dirty underpass

is “good enough”

Design a quick, easy-to-use

solution for your customers.Discover the emotional need of the customers, this is

where value stems from

Revenue from Parents

Item Quantity Price Revenue

Personal Portfolio Annual Subscription 1 $12 $12

Collage Prints 1 $20 $20

Photo Albums 2 $12 $24

Personalized Calendar Prints 1 $35 $35

Annual Revenue Per Parent $91

Revenue from Schools

Item Quantity Price Revenue

Class Portfolio Annual Subscription 1 $60 $60

Printed Class yearbooks 1 $30 $30

Graduation Portfolios 1 $40 $40

Annual Revenue per student $130

x Average students per private elementary school 142

Annual Revenue Per School $18,460

Revenue Model

Freemium

model

with

value

added

services

Per School

Per Parent

Pilot: West Portal Lutheran

Elementary

Pre-Pilot Imagine K12

Understand Revenue Potential

Get Customer Validation

Quantify Value Creation

Objective

April May - July August and on…

• Build Functional MVP for Pilot

• Identify and train teachers for Pilot A

• Validate revenue model and market size

• Iterate MVP based on usage patterns

• Technical support and gather daily feedback

• Finalize cost structure and scaling model

• Incorporate feedback and learning from pilot

• Join Imagine K12 incubator program

• Put funding plan in place for seed round

Product

Readiness for pilot at West Portal Lutheran

Apply for Imagine K12,leading Ed Tech accelerator

Team go/no-go decision

Operations

Financial

Next Steps - Timeline

Redefine school to home

communication

to increase

parent engagement

Blossom’s Mission

Appendix

What happens in classrooms ...

Teacher’s approval view Parent’s feed view Class feed view

Blossom brings it to living rooms ...

Value Proposition Canvas: Administrators

Jobs

Gains

Pains

Product &

Features

Pain Relievers

Gains Creators

documenting kids

progress

engaging parents

parents aren’t

engaged with child’s

classwork

integrate technology

into school

documentation of

students’ progress

over time

quick glance across

classroom activities

digital archive of

remarkable student

work

has limited visibility into

class room activities

transparency into all

classroomsmanaging busy

teachers

additional data points

for student evaluation

exhibit the great work

of their teachers and

students

curriculum idea

sharing tool for

teachers

engaged parents lead

to more word of

mouth for school

Value Proposition Canvas: Teachers

Jobs

Gains

Pains

Product &

Features

Pain Relievers

Gains Creators

documenting kids

progress

engaging parents

ensure student

development

create and facilitate

learning activities

develop effective and

creative teaching

methods

parent

communication

sense of pride from a

job well done

appreciation from

students and parents

supporting student’s

growth

documentation of

student progress

over time

easy to use

documentation tool

fun for kids

kids help save time

by documenting their

own work

data to support

parent-teacher

conversations

fun, creative teaching

tool

compatible with

existing school

technology

Value Proposition Canvas: Parents

Jobs

Gains

Pains

Product &

Features

Pain Relievers

Gains Creators

don’t know what’s

going on in class

can’t easily share

kids’ artwork with

family

ensure child’s all-

round development

communicate with

teachers to stay in

sync about class

can’t save kids’

artwork easily

can’t have quality

conversations with

their kids

having better

conversations with

their kidsseeing their child

develop in realtime

support learning at

home

see class

photo feed of

in-class

activities

get digital journal of

all of their kids’

photos

the class feed helps

them know what’s

going on in class

have a digital

portfolio of all the

kids’ artwork

Can easily share

their kids’ artwork

with family

Knowing what’s

going on in class

allows them to have

better conversations

at the end of the day

see what the teacher

is teaching in class,

and repeat and

reinforce lessons at

home

Value Proposition Canvas: Kids

Jobs

Gains

Pains

Product

Features

Pain Relievers

Gains Creators

don’t know what to

talk to parents about

no easy way to show

what they do in class

Learn from

teachers’

activities

want to see their

friends’ work

sense of pride

showing their work to

family

track development

over time

personal digital

class portfolioCommunicate with

parents about their

school work

kids document their

best work

organized view of

past work

access to inspiration

from other kids’ work

class feed

opportunity to

reflect on past

work

preserve classroom

memories

Parents + Get visibility into kids school activities and inside the classroom

+ View their child's progress relative to their peers

+ Have a digital portfolio to share with their family, friends, and child

Teachers + Save time documenting kids progress

+ Better curriculum planning by tracking progress through digital records

+ Fun sharing activity to engage kids with new technology

Directors + More engagement with parents to increase retention

+ Get an inside look into the work and progress of all classrooms

Kids + Feel proud to share their work with their parents

+ Are motivated to do their best work

Key Insights from interviews to date

Customer Archetypes

Rebecca, Private School Director

- highly dedicated school director in urban center

- early - mid ‘40s

- supports technology & ipads in classrooms

- eager to pilot new solutions to stay competitive

Amy, Private Elementary School Teacher

- dedicated private school teacher in urban center

- early 20s - mid ‘30s

- currently utilizes ipads for classroom activities

- eager to share photos of class highlights with

parents

Competitor Leaf Diagram

Total Addressable Market = $3B+ per year

Grade school children in schools = 36M

Revenue per parent = $91 / child / year

Segmented Addressable Market = $475M per year

Students in US private elementary schools = 2.1M

Revenue per parent = $91 / child / year

Private Elementary schools in US = 15,000

Revenue per school = $18,460 / year

Segmented Addressable Market = $150M

Preschoolers Population (0-5 years) = 20M

TAM ($3B)

SAM ($475M)

Target Market ($95M)

Blossom Market Share = 20% of SAM

Target Market = $95M per year

Note: Market size data based on Census Data from 2011http://www.census.gov/content/dam/Census/library/publications/2013/demo/p70-135.pdf

Market Size

Blossom MVP2

www.BlossomApp.net