Customer DiscoveryInterviews in last 24 hours: 15 Total interviews to date: 87# Columbia students: 72# Columbia faculties: 5# Student groups: 5# Students of other university: 5

Hua Liao (MS&E)Hongkai He (MS&E)

Yang Liu (MS&E)Kaibing Zhang (MSOR)

http://Talentjungle.weebly.com

Cost Structure Revenue Streams

Key Partners Key Activities

Key Resources

Value Proposition Customer Relationship

Channels

Customer Segments

The business model Canvas Talent Jungle12-Jan-2015

Iteration #1

Customer Segments• ???

• People with some

certain talents

• Friendly and outgoing

• Would like to teach for

money

• ???

• Wants to learn a

certain skill

• Price sensitive

Holy Guess – day 1

Value Proposition

Pivots

Day 1

Value

Proposition

Customer

Segmentation

An offline peer-

teaching platform

Course providers &

course explorers

Pivots

Day 1 Day 2

Value

Proposition

Customer

Segmentation

An offline peer-

teaching platform

College-based

platform for offline

“light” learning

Course providers &

course explorers

Course providers

• Teach for money

• Teach for exchange

• Don’t care money

Course explorers

• Accept high

charges

• Accept reasonable

charges

• Refuse to pay

What is light learning

1. Self-complete (bite-size)

knowledge

2. One-time short lecture

3. Limited # of participants

4. Don’t need to prepare

equipment

Pivots

Day 1 Day 2 Day 3

Value

Proposition

Customer

Segmentation

An offline peer-

teaching platform

College-based

platform for offline

“light” learning

College-based

platform for offline

“light” learning

Uncover hidden

interests

Course providers &

course explorers

Course providers

• Teach for money

• Teach for exchange

• Don’t care money

Course explorers

• Accept high

charges

• Accept reasonable

charges

• Refuse to pay

Course providers

• Student with

social science

background

Course explorers

• Who learn for a

particular skill

• Who learn for

social and fun

Pivots

Day 1 Day 2 Day 3 Day 4

Value

Proposition

Customer

Segmentation

An offline peer-

teaching platform

College-based

platform for offline

“light” learning

College-based

platform for offline

“light” learning

Uncover hidden

interests

College-based

platform for

offline “light”

learning

Uncover hidden

interest

Improve social

experiences

Course providers &

course explorers

Course providers

• Teach for money

• Teach for exchange

• Don’t care money

Course explorers

• Accept high

charges

• Accept reasonable

charges

• Refuse to pay

Course providers

• Student with

social science

background

Course explorers

• Who learn for a

particular skill

• Who learn for

social and fun

Course providers

• Students

• Faculty

• Student groups

Course takers

• Explorers

• Intended

learners

Customer Validation – day 4 to day 5

14/15 students show great interest in some of

the courses when we show them the website.

6/7 students leave their Lionmails to get pilot

access and mail push of Talent Jungle.

2/4 say yes to pre-pay up front for a course

when asked to.

5/7 students clubs respond to us within the

same day.

3/5 give us oral commitment that they will

provide offline courses on Talent Jungle when

the website is launched.

Business

Model on

Day 5

Cost Structure Revenue Streams

Key Partners Key Activities

Key Resources

Value Proposition Customer Relationship

Channels

Customer Segments

The business model Canvas Talent Jungle16-Jan-2015

Iteration #5

Customer Segmentation

Provider

Explorer

Intended

learner

Sarah

28

Master student

at Teacher

College

Eric

19

Sophomore at

Columbia,

majoring history

Liang

27

MBA of Columbia

Business School

• Kenya Student in Teachers College at Columbia, studying Applied

design for learning

• Would like to offer free courses, like Kenyan Culture

• Enjoy the experience to teach, apply what she has learnt into use

• Teaching experience will be helpful in polishing CV and job

• American student of history major, enjoying his 2nd year of college

• Has curiosity of everything around him

• Eager to try new things, especially things that is unique

• Very friendly and outgoing person

• Has relatively flexible schedule

• Single Chinese MBA student with over 5 years working experience

on consulting in the US

• Has a TO STUDY list for a long time but never manages to figure

out enough time for them

• Want to relax and have fun with people in his spare time (if there is

any), while don’t want to waste his time talking random gabs

• Do not mind paying for courses as long as he is interested

Work Flow

Explorer

Intended

learner

Provider

$ $ $ $

Taker side Provider side

Flow of moneyFlow of skill/knowledgeFlow of course information

$

Cloud service

provider

App storeStudent clubs

Student affair

office

▪ Quality course and its provider

▪ User behaviour/preference data

Key activities/resources/partners

Platform

development

Customer

acquisition

Facilitate

transaction

Cross-selling

Platform

maintenance

Platform

promotion

Key resources

▪ Capital

▪ Human resource

Key activities

Key Partners

Get strategy

Promotion on social networksEncourage friend referralColumbia interest groups

Competitor analysis

What to do next

1. Further refine the costumer segmentation.

2. Test further key partner: Columbia College Student Council, Graduate

School Student Council to reach out to newly registered and growing

student clubs.

3. Test revenue model: website ads, 3rd party sponsor.

4. Test whether credit system is a good design for free users.

5. Marketing strategy for Columbia as a starting point.

6. Find out a way to prevent absence/default of the free course commitment.