This document outlines a peer-to-peer skills sharing app called Hatch. It begins by describing the problem that students have difficulty asking for help when they get stuck learning something due to limited connections and potential hesitation. The solution proposed is a mutual learning app that encourages students to expand connections and help one another. Key details include outlining the team, market opportunity with stats, revenue model, costs, and growth strategy over 10 months. It also provides concept validation results and compares Hatch to competitors.

2. Previously:
Cofounder, Galavant Magazine
Brand & Community Lead,
DynaOptics
Previously:
Intern, Sozo Studio
Intern, Rocky Design
Previously:
Intern, YouSpace
Intern, 58.com Inc
Previously:
Intern, OgilvyOne
Nat
(CEO)
Leo
(CFO)
Claire
(CMO)
An
(CTO)
TEAM HATCH

3. What do you do when
you’re learning something
and you get stuck?

4. “There’s no tutorials at all or if there is,
it’s confusing.” —Jamie
“I can’t find the info that I need because
I don’t know the terminology.” —Jieying
“I don’t know how to narrow down on a
broad subject to start learning.” —Heather
Problem-solving
alone isn’t the most
effective way!

5. “Having someone show
me how to do it is
much more efficient.”
—Elijah, Student (Interviewee)

6. Problem
For students,
it’s hard to ask for help when:
• Limited connections; it’s
outside your circle of friends
• One-sided; resulting in
hesitation to ask for help

7. Problem
For students,
it’s hard to ask for help when:
• Limited connections; it’s
outside your circle of friends
• One-sided; resulting in
hesitation to ask for help
Solution
Peer-to-peer skills sharing app
that encourages the learning
journey by helping students:
• Expand connections
• Mutually help one another

9. Mission
To cultivate an open,
collaborative community
where everyone can
learn, share and grow
with one another.

10. This is an existing behavior.

11. 209 Facebook Learning Groups
9.3 million members
391k Subscribers in r/IWantToLearn
This is an existing behavior.

12. Total Addressable Market
(People using educational platforms)
81 M
Who are we serving？
5%* based on our market funnel
https://blog.cengage.com/college-students-tutors-and-study-help/
Statista, https://wwwstatista.com/statistics/183995/us-college-enrollment-and-projections-in-public-and-private-institutions
https://www.class-central.com/report/moocs-stats-and-trends-2017/

13. Total Addressable Market
(People using educational platforms)
81 M
Who are we serving？
5%* based on our market funnel
https://blog.cengage.com/college-students-tutors-and-study-help/
Statista, https://wwwstatista.com/statistics/183995/us-college-enrollment-and-projections-in-public-and-private-institutions
https://www.class-central.com/report/moocs-stats-and-trends-2017/
Serviceable Addressable Market
(College students in U.S. using
additional academic services)
12.7 M

14. Total Addressable Market
(People using educational platforms)
81 M
Who are we serving？
5%* based on our market funnel
https://blog.cengage.com/college-students-tutors-and-study-help/
Statista, https://wwwstatista.com/statistics/183995/us-college-enrollment-and-projections-in-public-and-private-institutions
https://www.class-central.com/report/moocs-stats-and-trends-2017/
Serviceable Addressable Market
(College students in U.S. using
additional academic services)
12.7 M
Serviceable Obtainable Market
(5% of Serviceable Addressable Market)
636,800

15. Physical Connection
Digital Connection
One-Sided Learning
(Tutoring, MOOC, etc)
Mutual Learning
(Learning exchanges)
Who else are in this space?
Simbi
Tandem
Tutorfly
edX
Coursera
Studyblue
Your Boss

16. Physical Connection
Digital Connection
One-Sided Learning
(Tutoring, MOOC, etc)
Mutual Learning
(Learning exchanges)
Who else are in this space?
Simbi
Tandem
Tutorfly
edX
Coursera
Studyblue
Your Boss

17. Mutual
learning &
sharing
Personalized
learning
experiences
School
based
Convenience, trust
Encouraging & strengthening
bonds community
Flexibility
So, how are we different?

18. Mutual
learning
& sharing
Personalized
learning
experiences
Encouraging & strengthening
bonds community
Flexibility
School
based
Convenience, trust
So, how are we different?

19. Personalized
learning
experiences
Encouraging & strengthening
bonds community Flexibility
School
based
Convenience, trust
Mutual
learning &
sharing
So, how are we different?

20. Revenue
Total
$ 603,748
Total
$ 1,359,134
Costs Profit
$ 1,962,882
Total
— =
At Serviceable Obtainable Market (636,800)
Annually Annually Annually

21. Revenue Model (Annual)
Free Premium
1 suggested connection per day
3 connections per month
$ 0
50 connections/mth
Initiate the connection
Browse profiles
$ 1,891,296
Advertising
Cost-per-click: $0.44
Cost-per-mille: $2.80/1000
$ 71,586
25%: Based on our marketing funnel
*0.22% average CTR in education industry: https://www.wordstream.com/adwords-click-through-rate
https://blog.adstage.io/google-display-ads-cpm-cpc-ctr-benchmarks-in-q1-2018
https://www.wordstream.com/adwords-click-through-rate
At Serviceable Obtainable Market (636,800)
$0.99/month
$0.99/m x 12 x 636,800 people x 25%*
$2.8 x 636,800 people/1000 x 3 connections x 12m = $64,189
$0.44 x 636,800* people x 0.22%* x 12 = $7,397
$1,962,882

22. Costs (Annual)
Salaries Office Supplies
& Logistics
7 employees
$ 467,000
$ 5,400
Marketing
$ 124,748
At Serviceable Obtainable Market (636,800)
Fees
Legal & Accounting
$ 6,600
$603,748
4 Founders: $60,000*4
Lead Dev: $110,000
Data Scientist: $75,000
Customer Support: $42,000
Legal: $4200
Accounting: $2400
20% of total cost*
Based on Glassdoor Salaries
*https://nuphoriq.com/create-a-marketing-budget/

23. Revenue
Total
$ 603,748
Total
$ 1,359,134
Costs Profit
$ 1,962,882
Total
— =
At Serviceable Obtainable Market (636,800)
Annually Annually Annually

24. For the past 5 weeks,

25. Concept Validation
30 Interviews
For the past 5 weeks,

26. Concept MVP
6 sign-ups
Concept Validation
30 Interviews
For the past 5 weeks,

27. Concept Validation
30 Interviews
Online marketing activities &
On-site recruitments
74 sign-ups
12 experiences
Concept MVP
6 sign-ups
Early version of the
Hatch experienceFor the past 5 weeks,

28. In 3 weeks,
Online marketing activities &
On-site recruitments
74 sign-ups
12 experiences
117 scans
81 sign-ups
12 experiences

29. 78%
Why Now?
77.2M = total students in US
https://nces.ed.gov/pubs2010/2010023.pdf
https://www.census.gov/newsroom/press-releases/2017/school-enrollment.html
of U.S. students are
using academic services
77.2M x 78% =
60.2M
According to National Center for Education Statistics,

30. According to National Center for Education Statistics,
78%
Why Now?
77.2M = total students in US
https://nces.ed.gov/pubs2010/2010023.pdf
https://www.census.gov/newsroom/press-releases/2017/school-enrollment.html
of U.S. students are
using academic services
77.2M x 78% =
60.2M
27%
of U.S. students
are willing to pay
60.2M x 27% =
16.2M

31. Next 10 months
Concept MVP
81 sign-ups
12 experiences
Past 5 weeks

32. Next 10 months
Concept MVP
81 sign-ups
12 experiences
Past 5 weeks Now
Digital Prototype
Usability testings
in progress

33. Next 10 months
Concept MVP
81 sign-ups
12 experiences
Past 5 weeks Now
Digital Prototype
Usability testings in
progress
in 4 months
Digital MVP

34. Next 10 months
Concept MVP
81 sign-ups
12 experiences
Past 5 weeks Now
Digital Prototype
Usability testings in
progress
in 4 months
Digital MVP
in 10 months
17,000 users

35. $520,000
Build MVP
Hires (Lead developer, Data Analyst, Customer Support)
Scale adoption
For the next 10 months.

36. “Love this project, everyone
share their knowledge with
each other and we will live
in a better world.”
—Anonymous Commenter
on our poster

37. Thank you!
https://weareteamhatch.wixsite.com/mysite
@weareteamhatch
“love this project,
everyone share their
knowledge with each
other and we will live in a
better world”

38. Appendix

39. 1. Molecule
2. Marketing Funnel
3. Growth Rate
4. Financials
5. Business Model Canvas
6. Competitors vs. Hatch
7. Growth Strategy
8. User Flow
9. Algorithm
10.Past Pivots
11. Acquisition Experiments
12. Partnerships
13. Expert Interviews
Appendix

40. College Students who
are seeking for
academic help
Hard to ask for help
• Limited
connection
• One-sided
P2P Skill-sharing
site/app

41. SOM = 636,800？
5%
81 Sign-up( in 3 weeks)
1500 total students
=
Competitors:
User growth in early stage
• Tandem: 5M userbase -the second year;
• Coursera: 4M userbase -the first year;
Market size:
• Tandem: 5M
• Cousera: 35M
https://www.class-central.com/report/https://www.class-central.com/report/coursera-2016-review//
https://realbusiness.co.uk/apple-helped-tandem-language-app-gain-thousands-users/
https://www.crunchbase.com/organization/tandem-4#section-funding-rounds

43. 1st Year

44. 2nd Year

45. Breakeven Point
10 ~ 11 months
195,868 people

46. BMC

47. Cost Structure

48. Revenue Model (Annual at Serviceable Obtainable Market)
$0.99/m x 12 x 636,800
people x 25%* =
$2.8 x 636,800 people/1000 x 3
connections x 12m = $64,189
$0.44 x 636,800* people x 0.22%* x
12 = $7,397
$ 1,891,296
$ 71,586

49. Competitors

50. Tutoring VS. Hatch
Fee Mutual/Equal Common Experiences Flexible
Tutor
Hatch $0.99/month
$75-$100/h
Yes
No
Yes
No
Yes
Depends
“You’ve changed the conventions of what it means to ask for help. Instead of lacking
something, you’ve made it more about benefitting other people.”
—Brooke Hessler, Director of Learning Resources @ CCA

52. User flow

53. Onboarding

54. Creating your profile

55. Suggested

56. Chat & Feedback

57. Connection Made

58. User Retention

59. How do we connect students?
MVP:
Learning goals
Learning styles
Personality
Scheduling
Skills level
Comfort levels
Group Learning
Learn Share
In Consideration:
Complementary interest

61. Past experiences
Assumption 1:
We only need to pair people
up by their complementary
interests.
Result 2:
Students want the flexibility
to do both.
Feature 3:
Chat. Time and date
recognition to add to Google
calendar.
Assumption 4:
Peers will have a more
comfortable first-time
experience if provided with
conversation guides or
prompts.
Result 1:
FALSE. Knowing specific
info about each others’
learning goals will create a
better learning experience
for both.
Feature 1:
Specific goals on profile
creation stage. (+prompts
on how to write it).
Result 3:
Flexibility contributes to a
more natural experience;
easier to break the ice.
Assumption 2:
People will have a more
fulfilling learning experience
if they can select and browse
their own learning peers.
Feature 2:
Browse or see suggestion.
Assumption 3:
By giving them more flexibility
(in terms of time, location
etc), the learning experience
will be more comfortable.
Feature 4:
Conversation starter by hatch.
Result 4:
TRUE. Hatch starts the
conversation and help to
orientate the conversation.

62. Specific information is
needed for learning
exchange to be efficient.
“I want to teach other tons but don’t
know how to start.”
—Brandon
“Not prepared before meeting so I
can’t be of help.”
—Tara
HMW…
Help prepare both parties prior to the
exchange so their expectations are met?

63. Matches might have
different expectations—
learning, sharing & goal.
“Understanding dynamics is
important.”
—Brandon
“Want match’s problem to be
similar to mine.”
—Jackie
HMW…
Help prepare both parties prior to the
exchange so their expectations are met?

64. Initial interactions can be
awkward; comfort level is
important.
“I’m not sure how open the conversation
can/should be.”
—Yao
“I like people who can converse and
communicate naturally.”
—Brandon
HMW…
Facilitate the interactions so both parties
can be comfortable with one another?

65. Learning about other
people’s way of working
is inspiring.
“Good to meet people from
different background.”
—Jen
HMW…
Match people of diverse backgrounds
so they can inspire one another?

66. Partnerships
Schools
Complement schools’
tutoring services
Massive Open
Online Courses
Connecting people
to others who have
learned it before

67. Brooke Hessler,
Director of Learning
Resources
(CCA)
“You’ve changed the
conventions of what it
means to ask for help.
Instead of lacking
something, you’ve
made it more about
benefitting other
people.”
Expert Interview

68. Brooke Hessler,
Director of Learning
Resources
(CCA)
“Oftentimes, the person
who can help you is one
who have been in your
shoes. They have a holistic
perspective of what you’re
going through and are
able to relate to your
experience.”
Expert Interview

69. Brooke Hessler,
Director of Learning
Resources
(CCA)
“Tutoring services in schools
are very expensive…you’re
basically paying for someone
to sit and wait there for a
whole day…Hatch could
complement these services
to lower those costs.”
Expert Interview