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Peter Muennig MD MPH
Gareth Highnam PhD
Miranda Bernstein
Kartik Vyas
Lean Launchpad Day Final Presentation
January 13, 20...
Ourjournal is disrupting the publishing
industry by automating the entire
process, saving our users time,
providing access...
Ourweek
•70 interviews
•Countless canvas revisions
•Several pivots
•Endless fun!
Key Partners (7)
Key Activities
(5)
Value Propositions
(1)
Customer
Relationship (4)
Customer
Segmentation (2)
Research In...
Get: Email blasts, social media,
word of mouth, google scholar,
direct outreach
Keep :
Continued free access to high
quali...
Accessing science
wastes time and
money
Hypothesis
Value Proposition
Authors and Readers
Access free
articles via any
search engine
Solution
Accessing science
wastes time and
money
Hypothesis
Value Proposition
A...
1
Accessing science
wastes time and
money
Hypothesis
40 Interviews
Value Proposition
Authors and Readers
Readers want
our product
Validation ✔
Accessing science
wastes time and
money
Hypothesis
40 Interviews
Value Proposition
A...
1
Some lessons
learned
Accessing science
wastes time and
money
Hypothesis
40 Interviews
Value Proposition
Authors and Read...
1
Publishing science
wastes time and
money
Free, simple
submission
system without
requirements and
instant publication
Sol...
1
Publishing science
wastes time and
money
Hypothesis
40 Interviews
Value Proposition
Authors and Readers
1
Major lesson
learned
Publishing science
wastes time and
money
Hypothesis
40 Interviews
Value Proposition
Authors and Rea...
1
40 Interviews
Famous
authors should
be on board,
not on system
Publishing science
wastes time and
money
Hypothesis
Value...
Scientific review
should be
interactive and
transparent
Preprint
Crowdsource
AI System
Reviewer-Author
Dialog
Hypothesis S...
1
Scientific review
should be rapid
and transparent
Hypothesis
40 Interviews
Value Proposition
Authors and Readers
1
Pivot!!
Scientific review
should be rapid
and transparent
Hypothesis
40 Interviews
Value Proposition
Authors and Readers
1
Scientific review
should be rapid
and transparent
40 Interviews
Depends On
Customer
Segment
Hypothesis
Value Proposition...
1
Scientific review
should be rapid
and transparent
40 Interviews
Junior
Scientists Do
Not Want
Transparency
Hypothesis
Va...
1
Scientific review
should be rapid
and transparent
40 Interviews
Junior
Scientists Do
Not Want
Transparency
Hypothesis
Va...
1
Some editors will
shift to our system
5 Interviews Pivot!
Hypothesis
Value Proposition
Editors
1
5 Interviews
Many editors
might switch to
our system
Some editors will
shift to our system
Hypothesis
Value Proposition
...
1
5 Interviews
Without being
paid to do so
Some editors will
shift to our system
Hypothesis
Value Proposition
Editors
Big
...
1
5 Interviews
Once their
contracts
expire
Some editors will
shift to our system
Hypothesis
Value Proposition
Editors
Big
...
1
We can sell ads
directly to
scientific
manufacturers and
pharma
Mentors
If we use
AdSense, our
market is bigger
and we c...
1
Libraries will
benefit and pay us
$25 billion
7 Interviews
Hypothesis
Revenue Stream
Libraries
Libraries will
benefit and pay us
$25 billion
Pivot!!
Hypothesis
7 Interviews
Revenue Stream
Libraries
1
Libraries will
benefit and pay us
handsomely
One can’t
simultaneously
disrupt a market
and claim its
spoils
7 Interviews...
Earnings from data
sale revenue
Investors in the project to save
ever increasing subscription fee
by journals.
Advertising...
Value proposition + customer
segmentation (Authors)
• Time to publish
• Expensive
• Cant do open access
• Not wide distrib...
Value proposition + customer
segmentation (Authors)
• Access to scientific
material
• Expensive
• Poor reading experience
...
Value proposition + customer
segmentation (Readers)
• Costly subscriptions
• Hire extra personnel to
take care of this ver...
Existing platforms fail to solve these issues
Author end:
Collaborative
Writing &
Publishing
Credibility but
reader’ $$$:
...
Any Questions?
Prochain SlideShare
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ourjournal columbia

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

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ourjournal columbia

  1. Peter Muennig MD MPH Gareth Highnam PhD Miranda Bernstein Kartik Vyas Lean Launchpad Day Final Presentation January 13, 2017
  2. Ourjournal is disrupting the publishing industry by automating the entire process, saving our users time, providing access to all readers, and reducing library subscription fees by billions
  3. Ourweek •70 interviews •Countless canvas revisions •Several pivots •Endless fun!
  4. Key Partners (7) Key Activities (5) Value Propositions (1) Customer Relationship (4) Customer Segmentation (2) Research Individuals (Nobel Laureates) Reader Free, rapid dissemation of scientific information Press releases 1. Junior faculty (Equal male/female, young) Academic Institutions (libraries) Editor 1. Automated editorial process Social Media (RG, A.edu, FB) 2. Readers Open access journals (editors w/o contract)Peer 1a. Crowdsourced peer review Email blasts 2a. Science writers/media Data mining companies Prestige 1b. AI-based reviewer solicitation campus awareness programs 2b. Patients Traditional publishers (Elsevier) Grant writing 2. Measurement of scientific impact Crowdfunding 3c. Aspiring kid scientists Collaborative writing tools (e.g. RapidScience) Outreach/Partnership 2a. Mathematical metrics Academic channels 4. Institutional funders (interact w/scientists) 2b. Social media (Circles than FB) Famous people (solicit for word of mouth) 5. Highly educated 3. Improved scientific collaboration 6. Big data companies (scrape like IBM) 4. Reader (Tweet/XML/save data locally) 5. Data sharing Key Resources (6) Channel (3) Beautiful software 1. Internet Database 1a. Desktop Email pool 2b. Mobile Brilliant and beautiful people Ivy league relationships Famous people Cost Structure (9) Revenue Streams (8) Server Maintenance User recuritment Grants Data mining Storage Software dev/improvement Operations Subscription (libraries) Advertisting Advertising Research and evaluation Expertise recruitment We’ve come so farrjournal
  5. Get: Email blasts, social media, word of mouth, google scholar, direct outreach Keep : Continued free access to high quality science - free publishing, Brand of Columbia University, Collaboration and chance to get reviewed by thought leaders in the field. - MOU structure for fixed guaranteed payment Grow: Slow shift of authors and readers from traditional journals with the increase in content on the platform So, so far Readers -outside of 1st tier institutions, students, patients -who read on devices -who want less pain by having all info in one universe Authors who are not conducting grant funded research All libraries, all research institutions, some NGOs/CBOs All Editors Google AdSense Data purchasers - Getting notable researchers on board - Motivating editors to adopt the platform - Improved reading experience over PDF/Print - Superior peer review process - Leading prestige (reputation) metrics - Maintaining comment integrity (troll control) Readers: free access to high quality scientific journals Authors: free, rapid publication of their work with timely feedback from scientific community Libraries: reduces cost, accomplishes open science mandates Editors: simple, free curation of high quality research Capture highly educated users Hold all scientific data - Thought leaders - Open access journals - Traditional publishers (Elsevier) - Peer/network/compli mentary tools - Computer engineers - IT - Advertising - Software development/improvement - Cash incentives to pilot users - Library investment (~$20bn + current expenditure) - Data mining - Advertising Direct—Mobile + Internet Indirect—AdSense - Traffic - Publishers - Expanded database - Readers 1 3 4 2 5 6 7 8 9 Key Partners Channels Value Propositions Key Activities Key Resources Customer Segmentation Customer Relationship Cost Structure Revenue Structure
  6. Accessing science wastes time and money Hypothesis Value Proposition Authors and Readers
  7. Access free articles via any search engine Solution Accessing science wastes time and money Hypothesis Value Proposition Authors and Readers
  8. 1 Accessing science wastes time and money Hypothesis 40 Interviews Value Proposition Authors and Readers
  9. Readers want our product Validation ✔ Accessing science wastes time and money Hypothesis 40 Interviews Value Proposition Authors and Readers
  10. 1 Some lessons learned Accessing science wastes time and money Hypothesis 40 Interviews Value Proposition Authors and Readers
  11. 1 Publishing science wastes time and money Free, simple submission system without requirements and instant publication SolutionHypothesis Value Proposition Authors and Readers
  12. 1 Publishing science wastes time and money Hypothesis 40 Interviews Value Proposition Authors and Readers
  13. 1 Major lesson learned Publishing science wastes time and money Hypothesis 40 Interviews Value Proposition Authors and Readers
  14. 1 40 Interviews Famous authors should be on board, not on system Publishing science wastes time and money Hypothesis Value Proposition Authors and Readers
  15. Scientific review should be interactive and transparent Preprint Crowdsource AI System Reviewer-Author Dialog Hypothesis Solution 40 Interviews Value Proposition Authors and Readers
  16. 1 Scientific review should be rapid and transparent Hypothesis 40 Interviews Value Proposition Authors and Readers
  17. 1 Pivot!! Scientific review should be rapid and transparent Hypothesis 40 Interviews Value Proposition Authors and Readers
  18. 1 Scientific review should be rapid and transparent 40 Interviews Depends On Customer Segment Hypothesis Value Proposition Authors and Readers
  19. 1 Scientific review should be rapid and transparent 40 Interviews Junior Scientists Do Not Want Transparency Hypothesis Value Proposition Authors and Readers
  20. 1 Scientific review should be rapid and transparent 40 Interviews Junior Scientists Do Not Want Transparency Hypothesis Value Proposition Authors and Readers Big idea
  21. 1 Some editors will shift to our system 5 Interviews Pivot! Hypothesis Value Proposition Editors
  22. 1 5 Interviews Many editors might switch to our system Some editors will shift to our system Hypothesis Value Proposition Editors Big idea
  23. 1 5 Interviews Without being paid to do so Some editors will shift to our system Hypothesis Value Proposition Editors Big idea
  24. 1 5 Interviews Once their contracts expire Some editors will shift to our system Hypothesis Value Proposition Editors Big idea
  25. 1 We can sell ads directly to scientific manufacturers and pharma Mentors If we use AdSense, our market is bigger and we can focus Hypothesis Channels
  26. 1 Libraries will benefit and pay us $25 billion 7 Interviews Hypothesis Revenue Stream Libraries
  27. Libraries will benefit and pay us $25 billion Pivot!! Hypothesis 7 Interviews Revenue Stream Libraries
  28. 1 Libraries will benefit and pay us handsomely One can’t simultaneously disrupt a market and claim its spoils 7 Interviews Revenue Stream Libraries Big idea
  29. Earnings from data sale revenue Investors in the project to save ever increasing subscription fee by journals. Advertising profits LIBRARIES CORPORATE Salaries of employees, building database, domain charges, server maintenance OPERATIONS EXPENDITURE Operational expenditure Revenue Model
  30. Value proposition + customer segmentation (Authors) • Time to publish • Expensive • Cant do open access • Not wide distribution of your work • Existing software is tiring • Losing copyright to journals • Feedback is slow • For new publishers, AI system for editing and finding peer reviewers • Real time publishing • Free for all • Open access to all around the world • Ergonomic software experience • Keep content right • Real time feedback and quick editing Pains Gains Was it confirmed ✔ ✔ ✔ ✔ ✔ ✔
  31. Value proposition + customer segmentation (Authors) • Access to scientific material • Expensive • Poor reading experience across devices on PDFs • Open access journal • Free • Improved reading experience Pains Gains Was it confirmed ✔ ✔ ✔
  32. Value proposition + customer segmentation (Readers) • Costly subscriptions • Hire extra personnel to take care of this vertical • Inefficient • Losing copyrights to journals • Reduces cost, accomplishes open science mandates • Real time publishing and peer review system • Automated editing y AI • Professors get to keep copyrights Pains Gains Was it confirmed ✔ ✔ ✔ ✔
  33. Existing platforms fail to solve these issues Author end: Collaborative Writing & Publishing Credibility but reader’ $$$: Peer-reviewed Publishing Reader’s access but authors $$: Efficiency Rapid Publishing tools Readers access without peer review: Pre-print Servers
  34. Any Questions?

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