Product Choices Started with two ideas: Started with two ideas: Web-based shopping list with printable store map Web-based shopping list with printable store map Engineering/science birthday game service Engineering/science birthday game service Broke into two teams, each researching one idea Broke into two teams, each researching one idea Create simple prototype Create simple prototype Analyzed markets for each Analyzed markets for each

Web-based Shopping/Map Concept was easy to prototype and expand Concept was easy to prototype and expand Figuring out target market was difficult Figuring out target market was difficult Who pays for service (stores, consumer, coupons)? Who pays for service (stores, consumer, coupons)? Stores want customers to spend more time in store, not less Stores want customers to spend more time in store, not less Consumers expect web services to be free Consumers expect web services to be free Difficult to determine profitability Difficult to determine profitability Too expensive to manually map store inventories Too expensive to manually map store inventories Requires stores to provide inventory maps Requires stores to provide inventory maps

Engineering/Science Birthday More difficult to prototype More difficult to prototype Market research easier Market research easier Half of team have kids near potential target market age Half of team have kids near potential target market age Easier to determine who pays (and who would want to pay) Easier to determine who pays (and who would want to pay) Parent/kid value proposition quite intuitive Parent/kid value proposition quite intuitive

Target Market Segments Found target segments using Prizm tool Found target segments using Prizm tool

Upward Bound Kids & Cul-de- sacs Kids Upper-Mid or Higher Income San Diego North County (92127 Zipcode) Country Squires Winner’s Circle

Market Research Studied similar ventures found in online searches Studied similar ventures found in online searches E.g. “Engineering Party”, “Mad Science Party” E.g. “Engineering Party”, “Mad Science Party” Team created questions to ask target market Team created questions to ask target market Interviewed parents and kids in target market Interviewed parents and kids in target market Attended and observed two childrens’ birthday parties Attended and observed two childrens’ birthday parties Brought observations and interview results back to team Brought observations and interview results back to team

Market Research Results Aligned on four service requirements Aligned on four service requirements Entertaining Entertaining "oh cool!" "I love this!“ "oh cool!" "I love this!“ Educational Educational Creative Creative hands-on hands-on lasts beyond the party lasts beyond the party Safe Safe Hassle-free Hassle-free set up set up tear down tear down clean up clean up