onedollarboard columbia

One Dollar Board

Claudio OlmedoLucas Rocha

Imri Sofer

Interviews since last class: 5 + 55(experiment)Interviews to date: 65 + 55

ONE DOLLAR BOARD - ROBOX™ (Day 1)

Maker teachersYoungUsually math or science teachers

Parents and studentsTech enthusiasts

Schools and districtsPrivate and public schools

“Help me teach/learn coding in a practical, meaningful and financially accessible way”

BundlingUsers can build their 1st robot in few minutes while coding curriculum and platform are also provided

PriceKits and components are much cheaper compared to other competitors

WebsiteMaker teachers, parents and students

Sales ForceSchools and districts

GetPR; online mktMaker activism

KeepLearning platform and curriculum

GrowNew projects and components

Asset Sales$ 9.90 – Basic Kit$ 14.90 – Starter Kit$ 19.90 – Advanced Kit

Post Sales- New components (sensors, wifi cards, gears, batteries – over 600 components)

Open Hardware CommunityDevelopmentMission driven

SponsorsMarketing exposureMission driven

ManufacturersSupply ChainFinancial interest

ProductionManufacturing, import and assembly

PlatformCurriculum, development, support and sales

Intellectual- Process for manufacturing- Robox patent and trademark

Human- Open hardware and maker network

Variable costs with economies of scale- Manufacturing components- Import and taxes

Investment needed- Online curriculum and

learning platform development

- Team

VolunteersMission driven

Key Insigths and Learnings

Hypotheses Experiments Pass/Fail Condition Results

It is easier to introtuce students to CS using physical computing (tinkering) than digital coding

Ask teachers who have experienced both formats and read articles/researches

Pass: there are no evidences or there are evidences that tinkering is as good or better to teach CS than other methodsFail: there are evidences in the other direction

PASS

If given the chance, teachers would prefer to teach CS in small groups or even individually

Run workshops and ask teachers who are already using eletronics and robotic kits in classrooms

Pass: teachers prefer to run activities with maximum 2 studentsFail: teachers prefer to run activities with 3 students or more

PASS

Teachers would allow students to take their Roboxes home, to show their parents

As teachers during interviews if they believe that’s plausible

Pass: teachers think it is a good idea to let kids take their kits homeFail: teachers would rather maintain the kits inside the lab/school

PASS

Something between $10 and 20 is a good pricing point for the Robox kit

Try this price range during interviews

Pass: if people ask how they can order the productFail: if there is few or no spontaneous interest in buying the kit

FAIL(customers

valued product above

suggested price)

ROBOX™ Canvas Model (Day 3)

Maker TeachersYoung (< 35 yo)Usually CS, Math or ScienceStudents from 7-12th grades

Parents Tech enthusiastsParents of children between 12 and 18 yo

Schools Private and public schools / school districtsInternet connectivity7-12th grades

Help me teach coding and engage my students in a way that I feel comfortable:- Tinkering- Customizable- Low costHelp me raise smart and well succeeded children- Used without my supervision- Customizable

Help me include CS in my curriculum- Low or no professional development- Low cost equipment- Effective in Learning Results

WebsiteOnline sales

Sales ForceDirect sales





Human- Engineers, designers, CS teachers




- Team

Asset Sales$ 9.90 – Basic Kit$ 14.90 – Starter Kit$ 19.90 – Advanced Kit$ 0.90 – 59.90 – New components and kits

Asset SalesPrices negotiated based on volumes

AdvertisersTech companies, foundations and social responsability areas interested in innovation and IO

Help raise awareness around my brand and foment IOT among students- Public segmentation

SponsorhipsPrices negotiated based on volumes

Get - PR; online mkt; network; online 3rd party learning platformsKeep – Learning platform and curriculumGrow – new projects and components

Get - PR; workshops; hackatonsKeep – data on usage and impactGrow – new products; events and trainings


IndirectPartner stores

StoresEletronics? Toys?Distribution channelFinancial Interest

Value propositionCustomer Segment Job to be done Pains and Gains Value Proposition

Teachers“Help me teach coding and engage my students in a way that I feel comfortable”

CustomizableDrawable boxes with stickers included; set of mechanic componentes; programable

Low CostPaper boxes; small number of components; one dollar board

Connection to real world and narratives

Physical computing with the possibility to use materials beside eletronic componentes and creation of several characters

Easy to use

Step by step instructions with video examples for the 2 first classes; Project suggestions for continued curriculum

Name: Alexandre

Age: 42 years old

Roles: user, influencer,

recommender and buyer

Subject: informatics teacher

Background: math teacher

Schools: 1 public and 1 private

school

Grade level: 6th to 9th grades

Teaching experience: 12 years

Value propositionCustomer Segment Job to be done Pains and Gains Value Proposition

Parents“Help me raise smart and well succeeded children”

CustomizableDrawable boxes with stickers included; set of mechanic components


SafeEletronic safeguards; low voltage and bigger connectors

Used by themselves

Project guides for children to follow, with videos featuring teenagers (Youtube style)

Name: Ana and Humberto

Age: 35 and 32 years old

Children: 2 girls, 9 and 12

years old

Roles: buyers or saboteurs

Background: business

administration and psichology

Family year income: ~ $

24.000 to 48.000

Technology behavior: likes

new gadgets but ask for kids

help to install and use

Educational Kits(Flexible projects)

Educational Kits(Pre-defined projects)

STEM Toys

Maker Kits

Petal Diagram

$12.99Basic TinyMonster Kit

$5.99 $5.99$5.99$5.99Tiny Monster

Expansion KitRoku

Tiny Monster Expansion Kit

Nuggi


Verta


Divek

$39.99Multi-X kit Arachnid E-bot

$19.99$19.99

Spend $40 Experiment

Get / Keep / GrowEducation (teachers)

Parents

Online Marketing

Maker Network

Learning platforms

Free or subsidized distribution

DIY Youtube Channels

Online Curriculum

Projects repository

Customer support

Step by step activities

New componentsand kits

New versions

DIY Box design

DIY Schematics


Maker TeachersUsually CS, Math or ScienceStudents from 7-12th grades





Direct salesWebsite




OperationsManufacturing, import, assembly and distribution


Human- Engineers, sales, designers, curriculum experts and marketing

Variable costs with economies of scale- Manufacturing components- Import and taxes - Distribution



- Team

Asset Sales- Basic Kit - subsidized prices by foundations, corporate partners or investors- Expansion packs sales


Get - online mkt; network; online 3rd party learning platforms; Keep – Learning platform and curriculumGrow – new projects and components

Get - workshops; sponsored donationsKeep – data on usage and impactGrow – new products; events and trainings



StoresElectronics & ToysDistribution channelFinancial Interest

Asset Sales- Basic Kits- Expansion packs

InvestorsFinancial InterestMission driven

MVPRobox Kit (One Dollar Board + paper box + components + stickers + curriculum)

Next Steps

• Customer Discovery & Validation

• Parents value proposition

• Pricing point

• Channels

• Operations

• Assemble and import process in US

• Resellers research

• Investment

Support Material

Columbia B7739-002: Advanced Entrepreneurship

ONE DOLLAR BOARD - ROBOX™TEAM MEMBERS Claudio Olmedo Lucas Rocha

Degree program and Department/Major

Practical Experience Computer Engineer

Provide your LinkedIn public profile URL

https://www.linkedin.com/in/claudio-centromaker

https://www.linkedin.com/in/lucas-rocha-82642829

Are you the subject matter expert (SME) for this team?

Yes No

Pick a role you think you most likely will play on this team (Hustler, Hacker, Designer or Product Picker)

Visionary and Hacker Hustler

Anything interesting we should know about you (be brief)

Entrepreneur, open hardware activist, and father of two princesses

Leads the education technology area at Lemann Foundation, in Brazil


Maker teachersYoungUsually math or science teachers

Parents and studentsTech enthusiasts

Schools and districtsPrivate and public schools

“Help me teach/learn coding in a practical, meaningful and financially accessible way”

BundlingUsers can build their 1st robot in few minutes while coding curriculum and platform are also provided

PriceKits and components are much cheaper compared to other competitors

WebsiteMaker teachers, parents and students

Sales ForceSchools and districts

GetPR; online mktMaker activism

KeepLearning platform and curriculum

GrowNew projects and components

Asset Sales$ 9.90 – Basic Kit$ 14.90 – Starter Kit$ 19.90 – Advanced Kit

Post Sales- New components (sensors, wifi cards, gears, batteries – over 600 components)


SponsorsMarketing exposureMission driven





Human- Open hardware and maker network




- Team

VolunteersMission driven


TeachersYoung (< 35 yo)Usually CS, Math or ScienceStudents from 7-12th grades


Schools Private and public schoolsInternet connectivity7-12th grades

Help me teach coding in the best way possible- Tinkering- Customizable- Low cost

Help me raise smart and well succeeded children- Used without my supervision- Customizable


WebsiteOnline sales










- Team






Get - PR; online mkt; Maker activismKeep – Learning platform and curriculumGrow – new projects and components




Maker TeachersYoung (< 35 yo)Usually CS, Math or ScienceStudents from 7-12th grades





WebsiteOnline sales










- Team










StoresEletronics? Toys?Distribution channelFinancial Interest







PlatformOnline Sales










- Team

Asset Sales$ 9.90 Basic Kit - subsidized $ 14.90 – Starter Kit $ 19.90 – Advanced Kit$ 0.90 – 59.90 – New components and kits







Asset SalesExpansion packs







Direct salesWebsite




OperationsManufacturing, import, assembly and distribution


Human- Engineers, sales, designers, curriculum experts and marketing

Variable costs with economies of scale- Manufacturing components- Import and taxes - Distribution



- Team

Asset Sales- Basic Kit - subsidized prices by foundations, corporate partners or investors- Expansion packs sales


Get - online mkt; network; online 3rd party learning platforms; Keep – Learning platform and curriculumGrow – new projects and components

Get - workshops; sponsored donationsKeep – data on usage and impactGrow – new products; events and trainings




Asset Sales- Basic Kits- Expansion packs

InvestorsFinancial InterestMission driven

MVPRobox Kit (One Dollar Board + paper box + components + stickers + curriculum)

Customer Segments

Teachers Parents

Principal

Pedagogical Director

Secretary of education

Influence connections

Purchases

Customer SegmentsMaker Teachers

Name: Alexandre

Age: 42 years old

Roles: user, influencer,

recommender and buyer

Subject: informatics teacher

Background: math teacher

Schools: 1 public and 1 private

school

Grade level: 6th to 9th grades


“Help me teach coding and engage my students in a way that I feel comfortable”

Customer SegmentsSchool Principal

Name: Marcia

Age: 38 years old

Roles: influencer, recommender

or buyer

Subject: (former) primary

teacher

Background: pedagogy

Schools: 1 public school

Grade level: 1st to 5th grades


“Help my teachers provide a good learning experience and maintain students disciplined”

Customer SegmentsPedagogical director

Name: Julia

Age: 41 years old

Roles: influencer or

recommender

Job: Pedagogical director

Background: psicology with

especialization in pedagogy


“Help me provide good professional development to teachers and choose the right pedagogical materials to teach the curriculum”

Customer SegmentsSecretary of municipal education

Name: Roberto

Age: 52 years old

Roles: buyer

Background: history teacher, former

principal and politically appointed as

secretary


Administration experience: almost

none

“Help me increase education KPIs and maintain the budget under control”

Customer SegmentsTech savvy parents

Name: Ana and Humberto

Age: 35 and 32 years old

Children: 2 girls, 9 and 12 years old

Roles: buyers or saboteurs

Background: business administration

and psichology

Family year income: R$ 48.000,00

Technology behavior: likes new

gadgets but ask for kids help to install

and use

“Help me raise smart and well succeeded children”

Value proposition

Customer Segment Job to be done Pains and

Gains Value Proposition

Teachers

“Help me teach coding and engage my students in a way that I feel comfortable”



Connection to real world

Physical computing with the possibility to use materials beside eletronic components

Easy to use

Step by step instructions with video examples for the 2 first classes; Project suggestions for continued curriculum

Value proposition



Parents “Help me raise smart and well succeeded children”



SafeEletronic safeguards; low voltage and bigger connectors

Used by themselves

Project guides for children to follow, with videos featuring teenagers (Youtube style)

Value proposition



Pedagogical directors

“Help me provide good professional development to teachers and choose the right pedagogical materials to teach the curriculum”

Low or no professional development required

Follow blockly or other known programming language by teachers

Curriculum aligned to standards

Suggest activities connected to the national standarts

Good learning outcomes

Collect and provide evidences on the gains of CS education so influencers can convince buyers

Educational Kits(Flexible projects)

Educational Kits(Pre-defined projects)

STEM Toys

Maker Kits

Petal Diagram

Market SizeTAM: 1.35 Bi students in secondary and high school around the world by UNESCO in 2014

SAM: 91,4 M students in chosen countries (Brazil, USA, Germany, UK and Spain) with internet connectivity*

TARGET: 9 Million students (innovators and early adopters consist in 16% of the SAM. So, consider we could get to a tipping point by reaching 60% of the innovators and early adopters)

* Source: http://www.internetlivestats.com/internet-users-by-country/

Estimated life cycle value: $ 50.00

$ 67.5 Bi

$ 4.5 Bi

$ 0.45 Bi

Type of Business

Type of Market: Resegmented Market

Customers: • Teachers and parents of students between 7 and 12th grades

• Schools and Universities

• Tech-companies, foundations and social responsability areas interested in

innovation and IOT

Competitors: LEGO Mindstorms, Robota, Atos Educacional, Arduíno, Makey

Makey, Littlebits, and several others

Risks: not being able to fulfill customer needs and offer clear differentiation from

competitors; business model relies on established manufacturing process in

China; sponsors might not be interested in this kind of media;

$12.99Basic TinyMonster Kit

$5.99 $5.99$5.99$5.99Tiny Monster

Expansion KitRoku


Nuggi


Verta


Divek

$39.99Multi-X kit Arachnid E-bot

$19.99$19.99

Spend $40 Experiment

Segment our market to Education & Private Sell/Deliver basic Robox kits to educational institutions

capture young audience, create brand awareness. Create a basic content/designs on our platform (each design

will include parts, some will be basic, some will be premium) Create an open-platform environment (drag and drop editor)

for people to design new Roboxes. The plans will include a list of parts.

Consider a Youtube model were the designers get a part of the revenue (maybe design it using channels)

Get / Keep / Grow

HypothesesHypotheses Experiments Pass/Fail Condition Results

It is easier to introtuce students to CS using physical computing (tinkering) than digital coding

Ask teachers who have experienced both formats and read articles/researches

Pass: there are no evidences or there are evidences that tinkering is as good or better to teach CS than other methodsFail: there are evidences in the other direction

PASS

If given the chance, teachers would prefer to teach CS in small groups or even individually

Run workshops and ask teachers who are already using eletronics and robotic kits in classrooms

Pass: teachers prefer to run activities with maximum 2 studentsFail: teachers prefer to run activities with 3 students or more

PASS

Teachers would allow students to take their Roboxes home, to show their parents

As teachers during interviews if they believe that’s plausible

Pass: teachers think it is a good idea to let kids take their kits homeFail: teachers would rather maintain the kits inside the lab/school

PASS

Something between $10 and 20 is a good pricing point for the Robox kit

Try this price range during interviews

Pass: if people ask how they can order the productFail: if there is few or no spontaneous interest in buying the kit

FAIL

Companies and foundations are interested in advertising / sponsoring on the back of the board

Try this idea with potential customers

Pass: if people ask how they can do that lot of boardsFail: if there is few or no spontaneous interest in advertising / sponsoring the kit

NOT TESTED

HypothesesHypotheses Experiments Pass/Fail Condition Results

People would buy the kits directly from Robox website

Ask where people expect to buy this product

Pass: they answer they would look after our website Fail: they suggest other channels PASS

Upon interacting with our basic product, users would be willing to download more designs (and buy more, better parts)

Spend $40 experiment – Provide participants with a budget of $40 and an inventory of high-end, medium range, and basic product on which they can buy more parts.

Pass: Strong indication that people are willing to buy the basic product + expansionsFail: Strong indication that people are willing to buy the premium product || people are not willing to buy the basic product + expansions

PASS