business model, customer development, e245, engr245, lean launchpad, lean startup, stanford, startup, steve blank

1. An Intelligent household concierge
service for working moms

3. Mackenzie Branigan
MBA ‘21, Hustler
Chuma Kabaghe
MSCS ‘20, Hacker
Malika Mehrotra
MBA ‘21, Picker
Lydia Hylton
MBA ‘21, Hacker
118 User Interviews
500+ Survey
Responses
15 Customer Betas
week
1
Predictive to-do list app
week
10Smart reminder & concierge service
We’ve come a long way in 10 weeks...

4. … of working
moms are burning
out from the
weight of their
household
responsibilities
52%
Mental Load has a big impact...
… of working
moms say they
handle all family
and household
responsibilities
86%
… of working
moms say their
responsibilities
create mental
load
69%
56 Million Women
Bright Horizons Modern Family Index: Sample of 2,082 Americans with at least one child under the age of 18.
… of moms with
kids under 18
are employed
full time
75%

5. agenda
drunken
walk1
trough of
despair2
finding our
footing3
light at the
end of the
tunnel
4

6. drunken
walk
1
Weeks
0-2

7. Predictive to-do list app that
executes on your tasks
the
initial
idea
Week
0

8. Bozzy
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
API
Partners
Voice
Integration
Free up time
spent on
mundane
tasks
User
research
Algorithm
dev.
Dev team
& capital
Effective
AI
Social media
marketing
R&D
Marketing Partnerships
Advertising
Personal
services
partners
Working
moms
(niche)
Busy
people
(mass)
Our original business canvas lacked clarity...

9. we received
strong
validation of
the pain
point
“
”
Every little thing
takes time. All of
that stuff keeps
pinging in the
back of your mind
until it gets done.
I have a running
list in my head of
things I have to do.
It is very stressful
and not efficient.
“
”118 interviewed
500+ surveyed
-Sarah R.
-Meg G.

10. but we also got
feedback on what
people really wanted
“
”
I don’t really
want another
productivity
app.
What I really need
help with is meal
prep, cooking,
laundry and
cleaning.
“
”-Allison S.
-Brooke T.

11. Smart plugin to your existing tools
that helps execute & outsource
the
premature
pivot
...we designed a solution to a problem we
didn’t fully understand yet...
Week
2

12. trough of
despair
2
Weeks
3-4

13. we met
three
major
setbacks
Industry
experts
tried and
failed in
this space
Low CTR &
engagement
on website
Consumers
weren’t
saying they
wanted this
solution
21 3
Week
3

14. and we were
uncertain about
our target user
business
model
canvas
?
Week
4

15. finding our
footing
3
Weeks
5-6

16. survey confirmed target market of
working mothers
On a scale from 1 to 10, how overwhelmed do you feel by the responsibilities of your personal life?
Week
5

17. survey indicated customers are price
sensitive when it comes to outsourcing...
What is the biggest factor that prevents you from outsourcing additional tasks?
60%
cited cost
15%
said it’s
easier to do
yourself
10%
said they don’t
know what’s
out there
Week
5

18. ...and need help remembering tasks
When something you need to do falls through the cracks, what are the
most likely reasons?
Week
5

19. Morning Evening
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♀️
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we refined target user to working moms
once we understood a day in their lives
business
model
canvas

20. light at the
end of the
tunnel
4
Weeks
7-10

21. An Intelligent household concierge
and reminder service for working
moms
the
current
idea
Weeks
7-10

22. the real MVP in action
business
model
canvas
remember your tasks...
Bozzy, remind me
to file my taxes
by April 15
You got it! I’ll
remind you
when you’re
free
Remind me to text
Sam about meeting
Tuesday
It’s Tuesday! Have
you texted Sam
yet?
Tuesday, 9:00 AM
Not yet, will you
remind me
tomorrow?
Will do! :)
...and execute on them
Remind me to
buy nespresso
pods
I’m on it! Do you
want a reminder at
the store or should I
order them for you
on Amazon?
I need a gift for a
7 year old boy by
3/31
I’m sending over
some options!
Do you need a
card?

23. We validated our
hypothesis at the
Watermark
Women’s
Conference
Malika
hugged by
a mom
27 moms
interviewed,
5 signups
100% said
this service
would be
useful

24. 👩💼
Katie
👩💼
Kim
👩💼
Singari
👩💼
Mandy
👩💼
Keren
👩💼
Shivani
👩💼
Radhika
👩💼 Liz
👩💼
Erica
👩💼
Sarah
👩💼 Meg
👩💼
Nina
👨💼
Edgar
👩💼
Lauren
👩💼
Jennifer
we decided to test a chatbot hypothesis

25. I would definitely
pay $40 a month to
keep using Bozzy.
Testimonials Before using Bozzy
I was always
forgetting things.
Now, knowing that I
have that reminder
in place and not
having to worry is
invaluable.
“
”
As soon as I texted
something to Bozzy,
it truly felt like it
was offloaded. It
freed up my
headspace.
“
”Bozzy saves not only
time, but also the
decision fatigue of
having to deal with
tasks.
“ “ ”15 customer betas
served by concierge model

26. highlights from the end of lean launchpad
first
organic signup
online
first
SALE
GET
getting
kicked out
of Bing Nursery

27. Bozzy
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
User
research
Algorithm
dev.
R&D
Our final business model canvas...
Voice
Integration
(Siri, Alexa) Dev team
& capital
Effective
AI
Calendar
apps,
email
Community
groups
Motivation
&
Inspiration
Delegation &
Collaboration
Communicate
with entire family
Partnerships
&
Promotions
In-app
Ads
Grow:
Referrals,
upsell
Keep:
Community,
personalized,
ease of use
Working Moms
with working
partners, kids
ages 2-15,
suburban,
HH $100K+
Service
Providers
User
Acquisition
Live
personal
assistants
Provide
smart
reminders
Categorize
and
prioritize
to-do list
Usage
based
upsell
Take action
on certain
tasks

28. what’s next for Bozzy
Mackenzie Branigan Chuma Kabaghe Malika Mehrotra Lydia Hylton
Applying for accelerators
Full time Full timePart time Part time
Weeks
10+

29. a huge
thank you
to our
mentor
and the
teaching
team

30. Appendix

31. the economics are not yet clear
business
model
canvas cost revenue
Remembering Only Remembering + Execution
Low Case High Case Low Case High Case
Monthly Revenue $10 $40 $100 $200
Monthly P.A. Cost $0 $0 $40 $100
Monthly Churn 4% 4% 4% 4%
CAC $200 $100 $250 $100
GROSS LTV $240 $960 $1,440 $2,400
NET LTV $40 $860 $1,190 $2,300

32. “Mental Load”

33. improved ad campaigns quadrupled
our CTR
first ad CTR
final ad CTR
0.6%
2.6%