We ran with 3 customer segments Customer segments: Low-end (students) Fun to build Flexibility High-end interior design Customize- ability Flexibility Commercial (office design) Modularity Flexibility Value proposition: Talk to people Experiment:

We found some interesting stuff Customer segments: High-end interior design Mid-end interior design Low-end (students) Want cheap, simple solution Don’t think about lighting much Flexibility problem Need exists, but solution must be dirt- cheap n=23 Have trouble with right lighting Not much between custom and Home Depot Possible sweet-spot More research needed n=1 Everything custom-built for specific space and decor No opportunity n=3 Commercial (office design) Problems with power accessibility Modularity fits segment needs More research needed n=1 Learnings: Implications: