Case Notes/Answers
TABLETTEACH OPPORTUNITY ANALYSIS FOR A NEW
EDUCATIONAL TECHNOLOGY PRODUCT by Mohanbir
Sawhney John Miniati
Discussion Questions:
1. Develop a set of criteria to use in evaluating the opportunity associated with each of the four
product concepts Russo was considering. Consider the “three-fit” framework:
• Fit with market: Does it solve a valuable problem?
• Fit with company: Can we win?
• Fit with business: Can we make money?
For each of the three fits, choose the one or two specific criteria you think are most important. For
example, “channel fit” may be an important selection criteria under “fit with company.” Use
qualitative and/or quantitative criteria as you deem appropriate.
2. Evaluate and rank the four product concepts Russo was considering, and then create an option
evaluation table. Columns should include rank (1 = best; 4 = worst), product concept, pros, cons, and
primary driver(s). The primary driver column should explain the main reason why you ranked each
concept as you did, with reference to your evaluation criteria from Question 1.2 Consider the jobs
maps for persona (Exhibit 6 in the case) and the rankings of “jobs to be done” for each persona
(Exhibit 7 in the case) in coming up with your recommendation. Also, use the background
information on the market and on the competitive landscape in coming up with your evaluation of
each.
3. Using your evaluation table from Question 2 as a starting point, define an opportunity that
you would recommend to Russo for TabletTeach. At this point, you may create a fifth product
concept (e.g., a hybrid of multiple concepts or a derivative concept). Justify your choice of
opportunity based on the set of criteria you created for Question 1 (and used in evaluating the
opportunities).
4. Draft an opportunity brief for your selected opportunity using a format of your choice (e.g., the
future press release or a solution resume).
5. Create a preliminary market opportunity hypothesis statement for your selected opportunity. See
Exhibit 7 in the case for a template you can follow to create this opportunity hypothesis.
, JOHN MINIATI AND MOHANBIR SAWHNEY KEL901
TabletTeach:
Opportunity Analysis for a New Educational Technology Product
Synopsis
In May 2013, Jack Russo, a Chicago-based tech entrepreneur, had to choose one of four
possible product concepts to use as the starting point for his new K–8 educational learning
company, TabletTeach LLC. At the time, the K–12 education market in the United States was
experiencing major disruption due to print-to-digital transformation, new Common Core State
Standards (CCSS), new standardized tests aligned to the Common Core (rolling out in most states
in the 2014–2015 school year), and increasing pressure from parents for schools to incorporate
technology in their children’s learning. Based on his first-hand experience and research, Russo
knew there was a significant opportunity for a company that brought to market a tablet-enabled
learning solution focusing on grades K–8, which made learning Common Core math and/or
language arts fun for every student and engagingly simple for all teachers.
This case provides an interesting example of something typically hard to teach: transitioning
from the fuzzy front end of a market opportunity analysis to a specific product opportunity. The
case frames the problem by outlining four potential product concepts, which students will then
evaluate and rank using their own sets of criteria.
Learning Objectives
After reading and analyzing the case, students will be able to:
Define evaluation criteria for an opportunity analysis of a dynamic market and an early-
stage technology startup
Use these criteria to critically evaluate a set of product concepts and the business
opportunity represented by each
Refine a set of product concepts based on evaluation criteria and on information about
disparate market, product, and customer needs to develop and present a recommended
product concept and its associated opportunity
Understand the importance of deep knowledge of the problem and of the problem-
persona-product fit, as well as how to interpret “jobs to be done” data to identify high-
value opportunities
TABLETTEACH OPPORTUNITY ANALYSIS FOR A NEW
EDUCATIONAL TECHNOLOGY PRODUCT by Mohanbir
Sawhney John Miniati
Discussion Questions:
1. Develop a set of criteria to use in evaluating the opportunity associated with each of the four
product concepts Russo was considering. Consider the “three-fit” framework:
• Fit with market: Does it solve a valuable problem?
• Fit with company: Can we win?
• Fit with business: Can we make money?
For each of the three fits, choose the one or two specific criteria you think are most important. For
example, “channel fit” may be an important selection criteria under “fit with company.” Use
qualitative and/or quantitative criteria as you deem appropriate.
2. Evaluate and rank the four product concepts Russo was considering, and then create an option
evaluation table. Columns should include rank (1 = best; 4 = worst), product concept, pros, cons, and
primary driver(s). The primary driver column should explain the main reason why you ranked each
concept as you did, with reference to your evaluation criteria from Question 1.2 Consider the jobs
maps for persona (Exhibit 6 in the case) and the rankings of “jobs to be done” for each persona
(Exhibit 7 in the case) in coming up with your recommendation. Also, use the background
information on the market and on the competitive landscape in coming up with your evaluation of
each.
3. Using your evaluation table from Question 2 as a starting point, define an opportunity that
you would recommend to Russo for TabletTeach. At this point, you may create a fifth product
concept (e.g., a hybrid of multiple concepts or a derivative concept). Justify your choice of
opportunity based on the set of criteria you created for Question 1 (and used in evaluating the
opportunities).
4. Draft an opportunity brief for your selected opportunity using a format of your choice (e.g., the
future press release or a solution resume).
5. Create a preliminary market opportunity hypothesis statement for your selected opportunity. See
Exhibit 7 in the case for a template you can follow to create this opportunity hypothesis.
, JOHN MINIATI AND MOHANBIR SAWHNEY KEL901
TabletTeach:
Opportunity Analysis for a New Educational Technology Product
Synopsis
In May 2013, Jack Russo, a Chicago-based tech entrepreneur, had to choose one of four
possible product concepts to use as the starting point for his new K–8 educational learning
company, TabletTeach LLC. At the time, the K–12 education market in the United States was
experiencing major disruption due to print-to-digital transformation, new Common Core State
Standards (CCSS), new standardized tests aligned to the Common Core (rolling out in most states
in the 2014–2015 school year), and increasing pressure from parents for schools to incorporate
technology in their children’s learning. Based on his first-hand experience and research, Russo
knew there was a significant opportunity for a company that brought to market a tablet-enabled
learning solution focusing on grades K–8, which made learning Common Core math and/or
language arts fun for every student and engagingly simple for all teachers.
This case provides an interesting example of something typically hard to teach: transitioning
from the fuzzy front end of a market opportunity analysis to a specific product opportunity. The
case frames the problem by outlining four potential product concepts, which students will then
evaluate and rank using their own sets of criteria.
Learning Objectives
After reading and analyzing the case, students will be able to:
Define evaluation criteria for an opportunity analysis of a dynamic market and an early-
stage technology startup
Use these criteria to critically evaluate a set of product concepts and the business
opportunity represented by each
Refine a set of product concepts based on evaluation criteria and on information about
disparate market, product, and customer needs to develop and present a recommended
product concept and its associated opportunity
Understand the importance of deep knowledge of the problem and of the problem-
persona-product fit, as well as how to interpret “jobs to be done” data to identify high-
value opportunities
