LessonUp Overview Deck
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Transcript of LessonUp Overview Deck
Blake West - Founder, [email protected]
443.691.6212
Will Lawrence - [email protected]
528.669.7582
Khan Academy Tuned Up for Music
Monday, January 14, 13
• Wharton 2009
• Pro musician
• 10 years teaching kids
• Runs (and founded) profitable music
lessons matching service
Blake West — Founder, CEO
• Penn 2010
• Full stack development
• 2nd startup
• Music minor
Will Lawrence — CTO
Mike Sall — Lead Designer | Penn & Wharton 2009, Adobe
TEAM
Monday, January 14, 13
• Expensive ($60/hr and up)
• Ineffective practice sessions
• Limited teacher access
• Difficult notation
STUDENTS EDUCATORS
• Can’t scale time
• No differentiation
• Low income
• Limited market at price level
LessonUp addresses these with....
MUSIC LEARNING TODAY
Monday, January 14, 13
iPadiPad 12:34 PM12:34 PM
Home Search
Artist
Someone Like You, AdeleLevel 2b, Pop PerformancePerformance
LessonLesson
America (My Country Tis...Samuel Francis SmithLevel 1b, Patriotic
Someone Like YouAdeleLevel 2b, Pop
The TempestBeethovenLevel 3a, Classical
Fur EliseBeethovenLevel 3a, Classical
Just The Way You AreBruno MarsLevel 2a, Pop
Swan LakeTchaikofskyLevel 3b, Classical
Crazy TrainBlack SabbathLevel 1b, Rock
Wouldn’t It Be Nice?Beach BoysLevel 1b, Pop
Rage Over the Lost PennyBeethovenLevel 2b, Classical
Song Difficulty Genre
Huge selection means
you never have to buy
books again
Videos plus sheet
music (Hummingbird
or traditional) for each
song
COMPREHENSIVE MATERIALS
Monday, January 14, 13
iPadiPad 12:34 PM12:34 PM
HomeSomebody Like You, Adele
A B C DC0:33 / 0:53
Learn faster using
slow-down, looping,
and chapters
Virtual keyboard and
score-sync keep it
clear and in context
TAILORED EXPERIENCE
Monday, January 14, 13
“It’s much more easier” - Diya, 6 yrs old
“Can we do all our
songs like this?”
- Emmy, 8 yrs old
Patent pending Visually intuitive with mnemonics
HUMMINGBIRD NOTATION
Monday, January 14, 13
iPadiPad 12:34 PM12:34 PM
HomeSomebody Like You,Adele 1:05 / 1:47both hands
A B C DCright hand
Semi-private lessons
are possible (1/2
price, 2X rev)
Rev share on
subscriptions
Larger market size
EDUCATOR BENEFITS
Monday, January 14, 13
STUDENTS EDUCATORS
• 55% of surveyed parents
said they “probably” or
“definitely” would buy this
app
• “We’ve been looking for
an edge, and this could
definitely be it.” – Eli,
manager at Austin’s largest music
school
DOES THE MARKET CARE?
Monday, January 14, 13
Free, big library, uncurated, dubious quality,
just a video player. No sheet music
Free, decent video quality, no sheet music,
just a video player, terrible mobile offerings
$30, Guitar Hero w/ real guitar, no humans
teaching, adult student focus
$15/mo, high quality videos, no virtual board,
just a video player, adult student focus
COMPETITION
Monday, January 14, 13
REVENUE MODEL
Subscription $10 per month
Variable Costs ~$5, includes:
Gross Profit ~$5 per month
Gross Yr. Profit $1M = $5 * 12 * 17K
• Channel (Apple app store, school referrals)
• Music Licensing (music publishers, content creators)
• Credit card fees
• Web services (server, hosting, ops monitoring)
Initial User Target 15K - 20K annual users (1 % of total market)
Initial Target is the 2M* private piano students paying avg of $150/mo.
*Target market estimated using the 2009 Census, outside research from Hal Leonard and extrapolating from internal survey data of Austin schools.
Monday, January 14, 13
Expand content: Guitar, voice, and adult learners are
much of the other 23 million players*
Other revenue streams
Licensing or directly selling Hummingbird
sheet music. Instrument rental services.
Compelling new products
Pitch detection for interactivity. Music
learning games
*Based on 2009 census that 25 million Americans play regularly. Then we subtracted the initial target of 2 million private piano students
LARGER OPPORTUNITIES
Monday, January 14, 13
•Testing with schools/students in early ’13
•Provisional patent on Hummingbird;
ongoing user testing
•Notation translation software in
development
•Positive initial feedback from schools
and parents regarding features, price
point and the prototype content.
CURRENT PROGRESS
Monday, January 14, 13
Thoughts? Ideas? Want to beta test?
Reach out: [email protected]
CONTACT
What a music book is supposed to be
Rocking your iPad 2013
Monday, January 14, 13