1. PROJECT: Student Behavior Data Tracking
and Analysis Platform
New Customers Interviews (in person, phone, skype, email): 23
TOTAL Customers Contacts: 93
Jack Akshai Curtis
Finance Education Fundraising

2. What We Thought Day 1
• Find the principal at schools that track
– Through existing contacts
• Sell them tracking software
– Easier data collection
– Quicker analysis
• Figure out a plan for different types of schools
later

3. Day 1 (Not) Canvas – Oops!

4. 8/28

5. 8/29

6. 8/30

7. What We Learned (Days 1-4)
• Multiple value propositions– depending on customer segment.
• 5 distinct customer segments in ‘No Excuses’ charter schools: teacher (user)
principal (decider), finance director (buyer), IT (advisors), parents
(influencers). All segments have specific channels.
• Over 5,600 charter schools in the US and growing at 10%+ annually over the
past several years (source). The market is significantly larger than we initially
expected.
• UK, India, Canada (Alberta)
• Teachers look for/find technology solutions. Teachers talk to other teachers.
Hence, partnering with teachers is one sales strategy hypothesis.
• A LOT of money is spent each year on ed-tech solutions. Our preliminary (and
existing pilot) cost structure can be revised up as we continue to scale, but it’s
probably too cheap.
• A start up can never talk to too many potential customers.

9. Ending Status/What’s Next?
Ending Status Implied Next Step
Segments have specific Channels Test channel guesses and effectiveness
Market is bigger than expected New canvases for different markets
(beyond segmentation)
Partnerships may be best sales method Find potential partnerships and
continue to test consultant reliance
Teachers find tech Test Google and other methods of how
Multiple, segment specific value Figure out which to prioritize in pitch
propositions
Having talked to 93+ customers Keep talking, get to more than 500 in
the next few months
Turned away customers Scale/build team to capture customers

10. Customer Segments:
Relationship Diagram
Superintendents
Directors of Finance
Unions Deans/Principals School
Boards
Teachers
IT Directors
Denotes variables based on
school structure

11. Cost Structure
•Fixed
•Salaries
•Office
•Miscellaneous (Web hosting)
•Variable
•Customer Acquisition (Commissions)
•Customer Retention
•Additional Support Contractors

12. Market Size
Initial TAM: 1.25mm charter school students across 5,000+ schools
•1,650 schools already using some version of monitoring
•33% of all schools in ’09-’10.
•“Majority of high-poverty schools track student behavior”
# of Schools Revenue/School Total Revenue
165 (1st Yr Target) $5,000 $825,000
1,650 $5,000 $8,250,000
5,000 $5,000 $25,000,000
132,656 (All US K12) $5,000 $663,280,000
Hypothesis: Market is larger than
charters that track discipline.

13. Revenue Model
•Initial set-up fee: $500-$2000
•State per pupil
•Complexity of feature set required
•Maturity – how much assistance required?
•Acquisition/retention cost (will we need to visit?)
•Ongoing subscription - $2/student/mo
•2 customers stated willingness higher than $2
•At least two subscription ed data software companies charge more than $2
•Expect 5 year life (min)
• Avg Revenue/Yr: $5,000
•Avg 250 students
•10 mo. usage
Year Schools Total Revenue
0 5 (of 20 requests in 5 mo) $25,000
1 165 (10% of initial market) $825,000
2 500 (10% of all charters) $2,500,000
5 2500 (less than 2% of all schools) $12,500,000

14. What Does it Look Like?
Data Entry

15. What Does it Look Like?
• Printable Lists

16. What Does it Look Like?
• Sample Student Report

17. What Does it Look Like?
Current Development
• Addition of ‘Dashboard’ for
quick analytical snapshot
Analysis
• Integrated graphical charting
– See ‘Demerit Report’
• Analytical Tools
– See Behavior Frequency Analysis
• Targeted reports with specific
analysis for particular groups

18. Product Screenshot 5
Touch Interface