The Problem

University textbooks are too expensive Textbook content is widely available

The average college student spent more than $1,000 on textbooks per year, up

more than 40 percent since 2000.-College Board, 2010

Wikipedia, university sites, and not for profits offer the written content found in

major textbooks

Solution

Assumptions

1A 1B

Students will be comfortable watching and learning from videos

Students will pay for video content in place of print book

MVP

Process

Analytics136 unique views

40 signup clicks

4 signups

35%

10%

Cycle #1: “Expensive” prompt

86 unique views

75 signup clicks

2 signups

15%

18%

Cycle #2: “Boring” prompt

25 unique views

6 signup clicks

0 signups

24%

0%

Cycle #3: “Supplement” prompt

Analytics

Conclusions and Next StepsConclusions• A majority of students are

comfortable learning from video• Students would be willing to

substitute engaging videos that mapped to their textbooks if they thought it was 100% comprehensive – though some would only use it as a supplement

• The loss of print book functionality (highlighting, writing in the margin, dog-earing pages) would stop many students from making a full switch

• Customers uniformly require a free trial before purchasing

Next steps• Pre-sell access to video books

• Quickly create new MVP:

– chapter of content and test for comprehension side by side with print book

– Sell chapter of content

• Establish relationships and have in person or telephone conversation with those that signed up on the site