business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. Group 24
Members
Chunlu ZHANG
Wei XU
Cheng TONG
Huguang ZHENG
A live streaming video platform focusing on preparing Chinese students for overseas studies
Interviews
Parents
Prospective
students
Current
students
Language
Institutions
Since last class 5 0 6 2
Total 15 43 53 4
Group 24

2. Group 24 AirCampus
Different stages: from an idea to study abroad
How about study
overseas ?
Which school suits
me best ?
Need help on my
applications!
Pre-arrival
guidance
Can someone pick
me up?
Tips for fun!
Mock interview for
job hunting
AirCampus provides solutions in various stages of students’ overseas studies

3. Group 24 AirCampus
Business Model Canvas
- Prospective
students
- Currently enrolled
students
- University
departments
- Streaming video
- Live channels
management
- Social media
marketing
Reasons
- Asymmetric information
Prospective students
- Demand for
comprehensive
admission / course
information
Currently enrolled
students
- Network / extra money
Key features
- Low cost / interaction /
flexibility
- Prospective
students
- Currently enrolled
students
- Business partners
- University
departments
- Students clubs
- Fixed management costs (web server fee)
- Variable costs
- Enrollment / registration fee
- Audience gifts - Advertisements
- Hosts
- Business partners
- Software developers
- Partnership with
established
education service
company
Partnership with
universities
- Web
Day 1
Key Partners Key Activities
Key Resources
Channels
Value PropositionsCustomer
Relationship
Customer
Segments
Cost Structure Revenue Streams
Lesson day 1

4. Current
enrolled
students
Hosts Audiences
Prospective
students
Prospective
Chinese
students
- First-hand stories
- Tailored info/services
- Life-style information
- Make friends
- $$$
- Internet celebrity
Customer Segmentation and Value Proposition
Group 24 AirCampus Lesson day 1

5. Group 24 AirCampus
Business Model Canvas
Audience:
- Prospective
Chinese students
who want to study
overseas
Host:
- Currently enrolled
overseas students
- Streaming video
- One-to-one live
distance service
For audience
- First-hand stories
- Tailored info/services
- Life-style information
For host
- $$$
- Internet celebrity
Differentiation
- Cheap
- Flexible
- Interactive
- Prospective
students
- Currently enrolled
students
- Business partners
- Educational
institutions
- Students clubs
- Fixed costs (web server fee)
- Variable costs (contract fee)
- Enrollment fee; - Audience gifts
- Premium service fee; - Advertisements
- Highly qualified hosts
- Business partners
- Software developers
- Partnership with
established
institutions
- Social media
- Referral system
- Mobile app
- Online web
Day 2
Key Partners Key Activities
Key Resources
Channels
Customer
Relationship
Customer
Segments
Cost Structure Revenue Streams
Value Propositions
Lesson day 2

6. Hosts Audiences
Prospective
students
- First-hand stories
- Tailored info/services
- Life-style information
- Premium Service
- Make friends
- $$$
- Internet celebrity
Customer Segmentation and Value Proposition
Current
enrolled
students
1st and
2nd year
students
Prospective
Chinese
students
Chinese
Parents
Group 24 AirCampus Lesson day 2

7. Group 24 AirCampus
Business Model Canvas
Audience:
- Prospective
Chinese students
(18-28 yrs old) who
want to study in U.S
- Parents
Host:
- Currently enrolled
students (1st and 2nd
year students)
- Streaming video
- One-to-one live
distance service
- Local service
Audience
- First-hand stories
- Tailored info/services
- Life-style information
- Premium Service
(academic advisory,
pre-arrival service)
Host
- $$$
-Internet Celebrity
- Prospective
students
- Currently enrolled
students
- Business partners
- Educational
institutions
- Students clubs
- Fixed costs (web server fee)
- Variable costs (contract fee)
-- Enrollment fee; - Audience gifts
-- Premium service fee;; - Advertisements
- Highly qualified hosts
- Business partners
- Software developers
- Partnership with
established
institutions
- Social media
- Referral system
- Mobile app
- Online web
Day 3
Day1
Day2
Day3
Key Partners Key Activities
Key Resources
Channels
Customer
Relationship
Customer
Segments
Cost Structure Revenue Streams
Value Propositions
Lesson day 3

8. Market Size
Target MKT
USD
48.48mmServed MKT
USD 83.75mm
Total MKT
USD 2.09bn
Total available market =
Service value of all outbound Chinese students in 2016
Served available market =
Service value of applicants who need third-party DIY services
Target market = US
Survey data
- Total first year outbound Chinese students in 2016 =
320,548
- US% = 55%
- Conversion rate = 10%
- Tips = $4/session
- Premium service revenue = $200/session
Group 24 AirCampus
3yr CAGR = 13%
Lesson day 3

9. Competitions
Group 24 AirCampus Lesson day 3

10. Group 24 AirCampus
Business Model Canvas
Audience:
- Prospective
Chinese students
(18-28 yrs old) who
want to study in U.S
- Parents
Host:
- Currently enrolled
students (1st and 2nd
year students)
- Streaming video
- One-to-one live service
- Local service
Audience:
- First-hand stories
- Tailored info/services
- Life-style information
- Premium Service
(academic advisory,
pre-arrival service)
Host:
- $$$
-Internet Celebrity
- Admission
team/Student affairs
- Student ambassadors
- Language Institutions
- Students clubs
- Fixed costs (web server fee)
- Variable costs (contract fee)
- Enrollment fee; - Tips
- Premium service fee
- Highly qualified hosts
- Business partners
- Software developers
- Get: admission
teams, student
ambassador, language
institutions, social media
- Keep: reward points,
service update
- Grow: referral system,
ecosystem
- App store
Day 4
Key Partners Key Activities
Key Resources
Channels
Customer
Relationship
Customer
Segments
Cost Structure Revenue Streams
Value Propositions
Lesson day 4
Day1
Day2
Day3
Day4

11. Distribution Channels
Group 24 AirCampus
Direct Sales: App Store
Joint Sales Language Learning
Centers (China)
Student Ambassador WeChat Official Accounts, blog, etc
Lesson day 4

12. Customer Relationship
Keep
• Student ambassador
• Social media ads
• Language learning
schools
• Reward points
• Service updates
• Referral system
• Ecosystem
Group 24 AirCampus Lesson day 4

13. Lesson day 4
Revenue Distribution
Group 24 AirCampus
Current Students Prospective Students Parents
Student Ambassadors Language Learning Centers
Information flow
Revenue flow
Cost flow
WebSalaries R&D Customer Acquisition Profits
Revenue ~$200Salaries ~$70

14. Group 24 AirCampus
Business Model Canvas
Audience:
- Prospective
Chinese students
(18-28 yrs old) who
want to study in U.S
- Parents
Host:
- Currently enrolled
students (1st and 2nd
year students)
Audience:
- First-hand stories
- Tailored info/services
- Life-style information
- Premium Service
(academic advisory,
pre-arrival service)
Host:
- $$$
-Internet Celebrity
- Admission
team/Student affairs
- Student ambassadors
- Language Institutions
- Students clubs
- Fixed costs (web server fee)
- Variable costs (contract fee)
- Enrollment fee; - Tips
- Premium service fee; - Referral fee
- Human resources
- Financial resources
- Intellectual resources
(live streaming tech.)
- Get: admission
teams, student
ambassador, language
institutions, social media
- Keep: reward points,
service update
- Grow: referral system,
ecosystem
- App store
- Joint sales
Day 5
- Financing
- Get hosts & users
- Streaming video
- One-to-one live service
- Local service
Key Partners Key Activities
Key Resources
Channels
Customer
Relationship
Customer
Segments
Cost Structure Revenue Streams
Value Propositions
Lesson day 5
Day1
Day2
Day3
Day4
Day5

15. Group 24 AirCampus
Key Activities, Resources, Partners
$$$
Investors
Human
Advisory board
IntellectualFinancial
Live streaming Get users
Partners
Resources
Activities Get hosts
Student Ambassadors
Live stream technologyFamilies/friends
Angel investors
Host with diverse experiences
Education experts
Software developers
Language learning centers
Lesson day 5

16. Hypothesis Testing
Group 24 AirCampus
Experiments Pass if Results
Value
Propositions
- What information does prospective students
need and how it is being solved? Are we able
to provide satisfying results in a better way?
Are we able to deliver high quality services?
Can we tailor different needs? Is there room for
new product launch?
- Does it fit into the hosting mentality of the
current students? Does the two-sided
customer match?
Comprehensive and
tailored information/
service can be
facilitated; the
interactive, low-cost,
and fun experience
exceed their
expectations
- Current students seek
for pay and fun.
- Prospective students
seek for information.
Customer
Segments
- Ask prospective students about their
willingness to pay and service needs.
- Ask current students about their willingness
to participate and expected compensations.
The platform
successfully matches
information hunters and
content providers
- Current students will
participate if time and
pay are acceptable.
- Prospective students
will pay if the quality
is good
Lesson day 5

17. Hypothesis Testing
Group 24 AirCampus
Hypothesis Experiments Results Iterates
Channel
Universities and language learning
centers are willing to partner with
us for a win-win business
relationship.
Talk to the admission
team/student affair offices
in US universities and
language learning centers
based in China.
Distributing via universities
may diminish the value of
real-life broadcasting;
Smaller language learning
centers based in tier 3/4
cities in China show
stronger interests.
Continue with a
focus on
relatively
smaller
businesses.
“Get”
Strategy
Our student representatives at
different universities are able to
connect to university offices/
student societies to acquire
customers?
Talk to the admission team/
student affair office/student
societies in both Chinese
project 211/985 universities
and US universities.
Show interests but
concerned that the contents
of broadcasting may
damage school’s
reputation.
Abandon “get”
strategy from
universities
Revenue
Model
Prospective students have strong
interests in our free broadcasting
services (~USD 4 audience
gifts/user/session). 10% premium
service conversion rate (~USD
200 service fee/user/session).
Talk to both prospective
students and currently
enrolled students, and ask
for their expected prices.
43 prospective students
interviewed;
53 enrolled students
interviewed
Hypothesis passes test.
Continue
interviews with
more diverse
universities to
mitigate
sample bias.
Lesson day 5

18. Group 24 AirCampus Lesson day 5
MVP(Minimum Viable Product)

19. Group 24 AirCampus Lesson day 5
MVP(Minimum Viable Product)

20. Group 24 AirCampus Lesson day 5
MVP(Minimum Viable Product)

21. Group 24 AirCampus Lesson day 5
MVP(Minimum Viable Product)

22. Group 24 AirCampus Lesson day 5
MVP(Minimum Viable Product)

23. Group 24 AirCampus Lesson day 5
MVP(Minimum Viable Product)

24. Group 24 AirCampus Lesson day 5
What’s Next