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ETEC 522 – Ventures in Learning Technologies
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Kenkosei Augmented Reality Learning Technology

By Martina on July 30, 2016

Kenkosei Learning Technology

Introduction:

Hello. My name is Martina Seo and I am the CEO of Kenkosei Augmented Reality Learning Technology (a fictitious company for this assignment). My product is an app for schools to learn in augmented reality. Like Pokemon Go, teachers can create locations in their textbook, classroom or school premises for students search and obtain informational badges by completing various tasks to show assessment in their learning outcomes. How it works is teacher will put a knoweldge badge in a location and students will be able to collect the badge by answering a question or simply by locating the badge and capturing it.  Students can then take it even further and create their own informational badges for the next student to come and discover new challenges to complete. There can be clues set up or just locators around the premises for students to venture out and find all their badges within the building or within the pages of their textbooks.  Teachers can place additional information to each badge by creating it themselves or using the bank of informational badges provided by Kenkosei Learning Technology.  It makes learning interactive, experiential and fun.  There is nothing like it on the market now where students and teachers are able to create their own AR in the classroom and customize it to according to their learning preferences.  It’s a new way to personalized learning.  We need investors now to take Kenkosei AR Learning Technologies to the next level.

Here is my elevator pitch:

YouTube Preview Image

Here is my venture pitch:

YouTube Preview Image

My Team:      

My team and I are a strong and experienced group. The IT Department is led by Ed Collins who is the leading IT Manager in the industry and has worked for many IT companies in the past. Nikki Wallin is a well-experienced graphic designer who has led departments in the past for various startups in Silicon Valley.  After graduating from Harvard with a software engineering degree, Bill Keary joined our team as the lead software engineer to pioneer our app development. And the educational team consists of provincial science curriculum developer, Lily Vu, UBC mathematics professor Edward Suderman and English Literature PhD graduate, Spence Capier. I have been in a high school home economics teacher for the past 4 years, I have volunteered in developing countries where students had limited resources and I have a passion for teaching students in a meaningful, fun and interactive way.  

The Problem:  

There is a gap with the augmented reality and day-to-day classroom activity. Our product is not only cutting edge with the ability to be customized by educators and students to make a more personalized learning experience, but also, it is interactive and fun. There is no other product on the market which allows educators and students to create their own augmented reality.  Students can challenge themselves from each level in their academics and push themselves further in learning in augmented reality.

The Solution:

Our solution is putting the power back into the teacher’s hands by allowing them create their own augmented reality personalized for their classroom. Whether it’s the sciences, literature, applied skills, teachers can create their own augmented reality to best educate their students with the tools on their devices. Students then can learn in a 3D realm in their augmented reality and take this information to review anywhere in the world. What if learning wasn’t only meant to be in classrooms and textbooks, but instead allowing the teacher and student acquire knowledge through augmented reality with interactions and game playing?

Marketing/Sales:

We will sell the app for $4.99 to teachers and $1.99 to students. School districts can pay an annual fee of $999.99 for unlimited usage with 24/7 IT support and tutorials.  We are projected to launch in Canada, USA and Australia in the next year 2017 and are expected to expand to the UK and China the following year 2018.  And for every classroom who purchases the app, there will be sister-classroom in a developing country who receives devices and the learning app. Our goal is to be a triple-bottom-line where we achieve cash profit, social value and environmental sustainability.  We would like to give back to the global educational community.

Projections/Milestones:

We have already tested the app in 10 school districts  and it has been very successful.  We have sold over 1,000 apps and generated a revenue of $100,000. However, we still need to raise another $1.2 million to purchase an office space, hire 50 more employees for  IT support, software engineers, educational staff, public relations liaisons, marketing representatives and designers to take the app to the next level. When we hit our mark of $1.2 million and break into the global market, we are projected to make $100 million profit within 2 years time.

Competitors:

AR Flashcards – Alphabet (Free): App to help students learn the alphabet

AR Flashcards – Shapes & Colors (Free): App to help students learn colors and shapes.

Chromville (Free): Educational app using the eight multiple intelligences. Students color their characters and then they come to life with the Visual Arts app.

Barcy (Free): From the creators of Chromville comes Barcy, an AR app that explores water life and the water use.

Chromville Science ($4.99): Chromville Science joins art, technology, science and the eight Multiple Intelligences, promoting the development of kid’s creativity and their motivation for the learning process according to their needs and preferences.

Elements 4D (Free): AR Chemistry app that brings the elements to life. It includes lesson plans for all levels: elementary, intermediate, and high school.

Anatomy 4D (Free): Bring the human body to life with this AR app. Have students learn about the different systems and human anatomy with this app.

Arloon Geometry ($2.99): An amazing way to learn geometry! This app features 3D models with AR for most geometric shapes. By directly interacting with the figures, your students will improve their spatial visualization.

Arloon Mental Math ($2.99): Fun way for students to practice addition and subtraction without using paper.

We are different from our competitors because Kenkosei AR Learning Technology can be personalized by the teachers and students.  We provide support 24/7 with our IT Support and tutorials. We are also at a very reasonable price for the customer service and support provided by our excellent team. 

Business Model:

2017 January – Launch in Australia, Canada and USA = Revenue of $50 million

2018 January – Launch in Asian and Europe = Revenue of $50 million

We will sell the app for $4.99 to teachers and $1.99 to students. School districts can play an annual fee of $999.99 unlimited usage with 24/7 IT support and tutorials.

Financing:

We have raised $100,00 and need another $1.2 million to purchase an office space, hire 50 more employees for  IT support, training support, software engineers, educational staff, public relations liaisons, marketing representatives, designers and sales team to take the app to the next level.  AR Learning is projected to be a 5 billion dollar industry in the next two years and there is a lot of potential to make a profit with the right educational app company and we believe we are the right app investment for you.

Please contact us to further discuss your investment plan and how we can partner together for a better future in AR Learning in the classrooms at a global scale.

Reflection:

When I first started this project, I wanted to make sure I was going to do it correctly. I researched up elevator pitch and venture pitch online. I found some examples and studied it. Then, I had to figure out what I was going to base my learning technology on. After the boom of Pokemon Go, I decided to play it on my iPhone. It was great and easy to use, so I chose to do something very similar for my learning technology. I had to research what was already out there and figure out how I was going to present it to an investor instead of a consumer.  Why would an investor want to partner in my company and what kind of information is needed? So, I researched and found some examples. It was not super easy or difficult, but it did take a lot of time. I believe I spent close to 15 hours working on this project. I chipped away at it from 1 – 5 hours a day to figure out how I was going to research, compose and then present the project. I learned a lot.  I learned what it means to present an elevator pitch, who my audience is, how much work it goes into creating a business for a learning technology from start to finish and how much planning is required with my time to do this project.  I had to figure out how to use iMovie on my computer, I haven’t used it in a year. I watched several videos on how to voice record, separate audio from video and how to upload onto YouTube. I had to figure out how to upload my elevator and venture pitch which was not easy.  I had a panic attack when my elevator pitch wouldn’t upload on YouTube because it took 3 hours to convert.  I uploaded it 3 times and after a few hours, I saw all 3 copies on my YouTube channel.  The venture pitch also took a few hours to upload and I had to try multiple times because my macbook is 4 years old.  I had to try how to maneuver through a longer video and how to manipulate it. I wonder if the upload was slow because of the age of my computer.  I assumed the longer video would take a longer time to upload.  This project really did stretch me and I learned how to create an elevator pitch and venture pitch.  It was great I could find examples on the Internet.  I also emailed all the websites letting them know I was using their photos for my project.  I used several photos for the elevator pitch and chose to just use myself in the venture pitch.  I was able to create a free logo on a website and there are a lot of resources available for those who want to explore in creating their own company.  I’m sure business has come a long way since the age of the Internet!

 

References:

AmibITion. (2016). AmitITion home. [picture file]. Retrieved from http://www.getambition.com/wp-content/uploads/2013/05/Augmented-reality-guardian.jpg

Arloon. (2015). Arloon. Retrieved from http://www.arloon.com/en/

Assefa, M. (2012). Coetail 1 final project. [picture file]. Retrieved from http://www.coetail.com/mihra/

Augment. (2016). Brings your products to life. [picture file]. Retrieved from http://www.augment.com/wp-content/uploads/2015/06/uanl-new.jpg

Bevond. (2016). Bevond discover new realities. [picture file]. Retrieved from http://bevond.com/blog/wp-content/uploads/2015/05/Top-5-Benefits-Of-Embracing-Augmented-Reality-In-Musical-Instrument-Learning.jpg

Chromeville. (2015). Chromeville. Retrieved from https://chromville.com/apps/

Daqri. (2016). Elements4D Part toy, part chemistry experiment, . A whole new way of learning. [picture file]. Retrieved from http://elements4d.daqri.com/

Enable Training and Consulting. (2015). More than an LMS. With enable enducation, you’ll have your own dedicated online trainign solutions team. [picture file]. Retrieved from http://enableeducation.com/blog/wp-content/uploads/2015/02/shutterstock_186050855.jpg

Eon Reality Inc. (2016). We are developing the future of augmented reality. [picture file]. Retrieved from http://www.eonreality.com/wp-content/uploads/2016/02/kids-avr-tablet-frog-eeavr.jpg

Hochshule Flensburg University of Applied Sciences. (2016). Zulassungsverfaren durchgefuhrt. [picture file]. Retrieved from https://www.fh-flensburg.de/onlinestudium/wp-content/uploads/2013/06/augmentedrealityhs_wismar01.jpg

LarngearTech-Augmented Reality Learning Gear. (2008, October 24). Augmented reality learning media, the earth’s structure prototype. [picture file]. Retrieved from https://i.ytimg.com/vi/1RuZY1NfJ3k/hqdefault.jpg

Michelan Media. (2016). AR flash cards. Retrieved from http://arflashcards.com/

Mindtools Editorial Team. (2016). Crafting an elevator pitch introducing your company quickly and compellingly. Retrieved from https://www.mindtools.com/pages/article/elevator-pitch.htm

Mirabal, S. (2015). 9 amazing augmented reality apps for teaching and learning. Retrieved from http://www.emergingedtech.com/2015/11/augmented-reality-apps-teaching-learning-classroom/

Museum image. (2016). Museum images. [Picture file]. Retrieved from http://museumimages.web.furness.net/files/BM_AR3.jpg

Parsons, N. (2016). The 7 key components of a perfect elevator pitch [with video]. Retrieved from http://articles.bplans.com/the-7-key-components-of-a-perfect-elevator-pitch/

Sundaram, S. (2016, May 4). Augmented reality healthcare, teaching, industries, construction, learning education. [picture file]. Retrieved from https://www.youtube.com/watch?v=TCK657zQvmE

Syberworks. (2016). Syberworks learn anytime, any place. [picture file]. Retrieved from http://www.syberworks.com/graphics/doc-eLearning5-fig3.jpg

 

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7 Aug Posted on Kenkosei Augmented Reality Learning Technology

FEEDBACK: Hi Martina, The context of your venture is very current given the popularity of Pokemon Go. I believe that Heather raises a good point about teacher’s ability to integrate AR into their curriculum. Teachers time and technical skills may present roadblocks to a full adoption of AR. While I appreciate your confidence in this venture, as an EVA I am left with some questions around your marketing and financial projections. Your plan for expansion may not be realistic, and providing customer service and technical support in such varying markets may prove to be difficult in such a short timeframe. I would have concerns with regards to such a rapid expansion.

7 Aug
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Lisa D @lmd13

FEEDBACK: Hi Martina, The context of your venture is very current given the popularity of Pokemon Go. I believe that Heather raises a good point about teacher’s ability to integrate AR into their curriculum. Teachers time and technical skills may present roadblocks to a full adoption of AR. While I appreciate your confidence in this venture, as an EVA I am left with some questions around your marketing and financial projections. Your plan for expansion may not be realistic, and providing customer service and technical support in such varying markets may prove to be difficult in such a short timeframe. I would have concerns with regards to such a rapid expansion.

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5 Aug Posted on Kenkosei Augmented Reality Learning Technology

Review - AR is certainly gaining popularity and will only continue to gain in popularity. I think the timing of you venture might be very good. I also like your concept and engaging students through educational markers. As an EVA I would want to discuss a bit more about your concept and try to figure out the best way to market your product. Investing in AR now is a good idea.

5 Aug
0 Thumbs Up!
gudaniel @gudaniel

Review - AR is certainly gaining popularity and will only continue to gain in popularity. I think the timing of you venture might be very good. I also like your concept and engaging students through educational markers. As an EVA I would want to discuss a bit more about your concept and try to figure out the best way to market your product. Investing in AR now is a good idea.

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5 Aug Posted on Kenkosei Augmented Reality Learning Technology

Review: I found the concept of being able to create AR markers for education to be an intriguing and a worthwhile pursuit. I think it is only an eventuality in which AR apps for education gets developed. One thing that I thought was lacking in the elevator pitch was a strong discussion of the pain points (what are the gaps you mentioned about specifically?) and some practical examples of how your app can be used in different settings (I believe Kenkosei can be used in a tremendous number of situations if implemented). As an EVA, I would also be interested in exactly how Kenkosei will be better than the competition you have listed. Overall, I think the concept behind Kenkosei is strong, and as an EVA, I would invest if I was given a more concrete set of application scenarios.

5 Aug
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Gary Ma @garyma88

Review: I found the concept of being able to create AR markers for education to be an intriguing and a worthwhile pursuit. I think it is only an eventuality in which AR apps for education gets developed. One thing that I thought was lacking in the elevator pitch was a strong discussion of the pain points (what are the gaps you mentioned about specifically?) and some practical examples of how your app can be used in different settings (I believe Kenkosei can be used in a tremendous number of situations if implemented). As an EVA, I would also be interested in exactly how Kenkosei will be better than the competition you have listed. Overall, I think the concept behind Kenkosei is strong, and as an EVA, I would invest if I was given a more concrete set of application scenarios.

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4 Aug Posted on Kenkosei Augmented Reality Learning Technology

Martina, I think you have done a very good job outlining the possibilities that Kenkosei would have as a product and service for teachers in the classroom. I really like the implementation of augmented reality to have students utilizing their phones and having students up and on their feet. This is a great application of the Pokemon Go concept. There are some concerns that I do have. I am not sure if the Pain Point outlined regarding augmented reality is the right pain point your product addresses. Certainly I believe there is a gap with gamifying learning and having students do some exploratory learning which I believe your product does well in but I do not see that so much as a gap within augmented reality. Logistics can be a problem in this case as well. If we were to have every teacher adopt it, I wonder what the chaotic scene around a school hallway might look like which can be distracting to other classes around the same school. Could this be incorporated so you could have students explore a specific area outside of the school like iconic historical sites around the city? I think it has great learning possibilities. Also, I liked that you provided a thorough list of competitors for your product. I do not necessarily believe that this will be something that teachers have the time to necessarily embed on a daily basis but I do think it has a great deal of potential as an additional learning tool used to supplement learning at particular moments in the school year.

4 Aug
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michael bui @buim

Martina, I think you have done a very good job outlining the possibilities that Kenkosei would have as a product and service for teachers in the classroom. I really like the implementation of augmented reality to have students utilizing their phones and having students up and on their feet. This is a great application of the Pokemon Go concept. There are some concerns that I do have. I am not sure if the Pain Point outlined regarding augmented reality is the right pain point your product addresses. Certainly I believe there is a gap with gamifying learning and having students do some exploratory learning which I believe your product does well in but I do not see that so much as a gap within augmented reality. Logistics can be a problem in this case as well. If we were to have every teacher adopt it, I wonder what the chaotic scene around a school hallway might look like which can be distracting to other classes around the same school. Could this be incorporated so you could have students explore a specific area outside of the school like iconic historical sites around the city? I think it has great learning possibilities. Also, I liked that you provided a thorough list of competitors for your product. I do not necessarily believe that this will be something that teachers have the time to necessarily embed on a daily basis but I do think it has a great deal of potential as an additional learning tool used to supplement learning at particular moments in the school year.

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4 Aug Posted on Kenkosei Augmented Reality Learning Technology

Interesting idea, very connected to current trends among youth. I am left wondering, if teachers struggle implementing relatively “old” technology into their curriculum, how will they find the time to create an augmented reality for their students? Although gamification is proven to help increase engagement, it is difficult to implement and does not suit a variety of learners. Your marketing and sales ideas are also a bit of a concern. Students and teachers cannot be forced to buy apps, it would be up to the school board to provide this in their schools. I love the idea of helping others in developing nations as a social venture, but you would need a large amount of money to provide what you have promised to them. I know this is a fictitious venture; however you need to have taken in to account how it is going to grow. You have assumed massive success and profits, but that is highly unlikely and another course of action/plan while you grow would be excellent to see.

4 Aug
1 Thumbs Up!
heather lennie @lennieh

Interesting idea, very connected to current trends among youth. I am left wondering, if teachers struggle implementing relatively “old” technology into their curriculum, how will they find the time to create an augmented reality for their students? Although gamification is proven to help increase engagement, it is difficult to implement and does not suit a variety of learners. Your marketing and sales ideas are also a bit of a concern. Students and teachers cannot be forced to buy apps, it would be up to the school board to provide this in their schools. I love the idea of helping others in developing nations as a social venture, but you would need a large amount of money to provide what you have promised to them. I know this is a fictitious venture; however you need to have taken in to account how it is going to grow. You have assumed massive success and profits, but that is highly unlikely and another course of action/plan while you grow would be excellent to see.

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3 Aug Posted on Kenkosei Augmented Reality Learning Technology

There is a lot of information and you have done a lot of work researching this initative and you have a good background to assist you in the development and application of this venture. I agree with Noan that the art of creating this app will be in the design to ensure it augments learning and is not a gimmick or limit to the imagination and creativity of students. I can see how this would work brilliantly to illustrate anatomy of an animal or person (like location of organs in the body - imagine pointing a tablet at a person an seeing illustrations of heart, lungs, brain and nervous system and how they function), what happens when things cook ( molecular structure of a cake changing as it cooks from a liquid to solid form) or how the pieces of a pattern will be put together to make a coat or adjusted to create a new design). I particularly like your idea of students creating questions for other students and creating a new trail or path for learning. It would allow for an entire network of learning and questions that capture the ideas and imagination of the learners themselves. I do have some questions about the projections and request for investment. Given the amount you have raised (100,000) and the amount you need (1.2 million) as well as the scale of your operation with 50 employees, I think your timelines are unrealistic. Given the sale of only 1000 apps to 10 school districts, the estimate of $100 million by 2018 also seems very high. Given the list of competitors, many for free at entry level and others for a lower cost than your app cost, I think you may have some difficulty marketing this application. Also, I am a bit confused by the pricing and need for additional funding. It sounds like you already have the app built and so the need for the large IT team is not clear. If you currently have 10 school districts, what were their costs for purchase -did you sell to each school district or to individual teachers and students. What is the feedback from these users and are they interested in expanding or recommending the use of the app?

3 Aug
1 Thumbs Up!
ljstott @ljstott

There is a lot of information and you have done a lot of work researching this initative and you have a good background to assist you in the development and application of this venture. I agree with Noan that the art of creating this app will be in the design to ensure it augments learning and is not a gimmick or limit to the imagination and creativity of students. I can see how this would work brilliantly to illustrate anatomy of an animal or person (like location of organs in the body - imagine pointing a tablet at a person an seeing illustrations of heart, lungs, brain and nervous system and how they function), what happens when things cook ( molecular structure of a cake changing as it cooks from a liquid to solid form) or how the pieces of a pattern will be put together to make a coat or adjusted to create a new design). I particularly like your idea of students creating questions for other students and creating a new trail or path for learning. It would allow for an entire network of learning and questions that capture the ideas and imagination of the learners themselves. I do have some questions about the projections and request for investment. Given the amount you have raised (100,000) and the amount you need (1.2 million) as well as the scale of your operation with 50 employees, I think your timelines are unrealistic. Given the sale of only 1000 apps to 10 school districts, the estimate of $100 million by 2018 also seems very high. Given the list of competitors, many for free at entry level and others for a lower cost than your app cost, I think you may have some difficulty marketing this application. Also, I am a bit confused by the pricing and need for additional funding. It sounds like you already have the app built and so the need for the large IT team is not clear. If you currently have 10 school districts, what were their costs for purchase -did you sell to each school district or to individual teachers and students. What is the feedback from these users and are they interested in expanding or recommending the use of the app?

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3 Aug Posted on Kenkosei Augmented Reality Learning Technology

I just changed it to public I believe. I'm sorry. I am having technical difficulties with my iMovie to YouTube uploads. I spent 3 hours trying to upload my 1 minute elevator pitch to YouTube. My laptop is 4 years old and it's just so ancient. I wish I knew how to make it go faster.

3 Aug
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Martina @martinaseo

I just changed it to public I believe. I'm sorry. I am having technical difficulties with my iMovie to YouTube uploads. I spent 3 hours trying to upload my 1 minute elevator pitch to YouTube. My laptop is 4 years old and it's just so ancient. I wish I knew how to make it go faster.

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3 Aug Posted on Kenkosei Augmented Reality Learning Technology

I love the notion, but also am curious how far AR can extend into primary classrooms without becoming too much of a gimmick. While the concept of the layover data is great with something like a Hololens or other wearable, there is part of me that after a couple weeks of bumping into kids face down in phones playing Pokemon GO feel that AR will need to be used efficiently, particularly with younger students where it holds that much more allure. I agree with Clay that the immediate payment per person would dissuade use, perhaps a model where they have a limited number of badges would serve better initially.

3 Aug
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Noan @noan

I love the notion, but also am curious how far AR can extend into primary classrooms without becoming too much of a gimmick. While the concept of the layover data is great with something like a Hololens or other wearable, there is part of me that after a couple weeks of bumping into kids face down in phones playing Pokemon GO feel that AR will need to be used efficiently, particularly with younger students where it holds that much more allure. I agree with Clay that the immediate payment per person would dissuade use, perhaps a model where they have a limited number of badges would serve better initially.

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2 Aug Posted on Kenkosei Augmented Reality Learning Technology

I appreciate the time you took to research how to do this assignment correctly. I am impressed by long list of references as well! The elevator pitch is well done with excellent visuals. I think that your idea is very similar to Jordan’s LBL or location-based learning. Unfortunately, you need to make the youtube video for the venture pitch public so that everyone can see it! I think that you have a great price point. It is interesting that you are having teachers and students pay right away. I think that you should offer the app for free at first so that more people will try it out.

2 Aug
0 Thumbs Up!
claychri @claychri

I appreciate the time you took to research how to do this assignment correctly. I am impressed by long list of references as well! The elevator pitch is well done with excellent visuals. I think that your idea is very similar to Jordan’s LBL or location-based learning. Unfortunately, you need to make the youtube video for the venture pitch public so that everyone can see it! I think that you have a great price point. It is interesting that you are having teachers and students pay right away. I think that you should offer the app for free at first so that more people will try it out.

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