Home School Network

Discover learning styles and activities through
a social network dedicated to parent and student success.
Homeschool Exploration Network

Process Book
Course Project, Part 9 by Group 1: Jamie Bowerman, Cheryl Edenfield, Suzanne Mitchell
DMGT 720 Design Innovation Development and Marketing Strategies
Winter 2015 // Professor Bruce Claxton
Introduction
Process Book // Introduction
Introduction
Jamie Bowerman, Cheryl Edenfield and Suzanne Mitchell made up Team

1 to build an online social network. The following sections outlined in
our table of contents (parts one through nine) will take you through our
process from initial research, who are client is, what the product service is,
strengths, weaknesses, opportunities, and threats, or SWOT. Our working
walls are included in each step to help you see each step of our thought
processes. We started with contextual and competitor analyses of existing
social networks which led to researching ideas which included a travel social
network, over 65 social network application and a homeschooler social
network. Together, we decided there were exciting possibilities to explore for
the homeschool market.
The homeschool market is one that is rich with resources, but a pain to
navigate. While there is an abundance of blogs, publishers, and individual
homeschool communities on social media, there is an opportunity to
connect them with homeschool families.
Process Book // Introduction
Contents
Introduction.........................................................................................................3
Part 1. Network Analysis...................................................................................5
Overview..............................................................................................................6
Analyses..........................................................................................................7-14
Working Walll...............................................................................................15-30
Part 2. Network Design Development............................................................31
Working Wall for Idea 1 Travel Social Network..........................................32-42
Working Wall for Idea 2 Over 65 Social Network..................................... 43-45
Working Wall for Idea 3 Homeschooler Social Network...........................46-51
Creative Brief (initial draft).........................................................................52-53
Part 3. Defining Network Users...................................................................... 54
User Analyses, Insights, Research Conclusions..............................................55
Creative Brief: Homeschool S.O.S..............................................................56-58
Marketing Strategies.........................................................................................59
User Group Chart............................................................................................. 60
Personas...................................................................................................... 61-67
Working Wall: interview questions, notes, empathy maps, participatory
observer research notes, mapping out user analysis, conclusions, and
marketing strategy notes..........................................................................68-124
Part 4. Competitor Research and Analysis................................................. 125
Comparing Curriculum Provider Competition
(SWOT) and Business Model Canvases................................................ 126-129
Comparing Homeschool Network Connectors
(SWOT) and Business Model Canvases................................................ 130-133
Creative Brief (Homeschool S.O.S. revised)......................................... 134-138
Working Wall (process notes) ............................................................... 139-146
Process Book // Contents
Part 5. Business Model Generation............................................................. 147

Business Model Canvas for Homeschool SOS............................................. 148
SWOT Analysis of Homeschool SOS Business Model.................................. 149
Summary of Results and Recommendations....................................... 150-151
Working Wall: ZAG steps and process photos.......................................152-157
Part 6. Defining Your Users Needs.............................................................. 158
Empathy Maps........................................................................................ 159-162
Working Wall: empathy maps; further defining the site; and initial ideation
scans and notes..................................................................................... 163-185
Part 7. Prototyping and Brand Development.............................................. 186
Network Brand and Business Model.....................................................187-191
Working Wall: developing a mock-up (wireframing); mobile Web and email
newsletter mock-ups.............................................................................. 192-203
Part 8. Network Sales Pitch......................................................................... 204
Storyboards............................................................................................ 205-207
Results and Analysis............................................................................. 208-209
Appendix......................................................................................................... 210
Timeline (Gantt chart).............................................................................211-212
Full-size Prototype Mock-Ups................................................................ 213-248
[Blackboard collected] discussion feedback from the class............... 249-289
Part 1. Network Analysis
Process Book // Part 1. Network Analysis
Network Analysis
Whether you love it, or you hate it, almost 75% of all internet users are participating in some from of
social media, according to Pews Research Center. With everything from photo sharing, to making a
witty comment, connecting with old classmates or finding a potential partner, there are many forms of
social media outlets to cater to your specific needs.
Using a 6-degrees of separation concept, in 2002, Social Networking really hit its stride with the once
popular site Friendster. While social media sites like Friendster and Myspace are no longer popular in
North America they paved the way for such giants as Linkedin, which boosts over 297 million members;
and Facebook, housing over 1.2 billion members.
Social networking went mobile with apps like Twiiter, allowing you to use only 140 characters, and
Instagram allowing you to share photos from your smartphone. Since Instagrams initial inception in
2010, it houses over 20 billion shared images.
Other apps like Foursquare allow you to check-in via geolocating based on your geographic position,
while match making apps like tinder, with over 10 million users daily help you find potential partners
based on their approximately to your smartphone.
Today almost every major news source from CNN to Fox News, to Good Morning America uses some
form of social media as a means of reporting the news or public option in real time. While sites like
Friendster and Myspace have fallen by the way side in North America it is undeniable that social media
is here to stay, and with the highest demographic of users ranging between 18-29 it is likely we will
only see the idea of being social expanding in ever more creative ways.
Network Analysis
LinkedIn SWOT
Strengths
Opportunities
Site specifically for professionals.
Open up the opportunity to contact someone other than

knowing their email, such as where you met or what kind
of networking event.
You can view how you are connected to other people.

People can make introductions.
Great for networking or follow on meetings.
Open up what kinds of jobs you are looking for.
Only allows you to contact people you know by email.

You can be recruited for a new job with higher pay.
Weaknesses
Threats
Only can access someone by knowing their email.
Other professional networking sites.

Something that would let you connect with people you
know other than through email.
Network Analysis
LinkedIn Good vs. Different
Good but not different
Good and different
People can make introductions.

Great for networking or follow on meetings.
Only can access someone by knowing

their email.
You can be recruited for a new job with

higher pay.
Can see the degrees of connectivity.
Site specificially for professionals.
GOOD
Great tool for recruitment.
Not good and not different
Different but not good
Updating status.
Only can access someone by knowing

their email.
Ability to merge Twitter and Facebook;

it tends to make a very professional
site very personal.
Pay to upgrade to connect with any individual.
DIFFERENT
Network Analysis
Twitter SWOT
Strengths
Free to use.
Everyone is on there.
Used in News outlets.
Can share photos.
Can talk in real time.
Mobile.
Opportunities
Can access celebrities.
Can talk across countries.
Anyone can join a conversation.
Anyone can view a public post.
Has high visibility.
Geo tagging.
To make more private sharing.

To have information be deleted.
To block comments or erase them.
To use Twitter to sign into other website.
A lot of people dont know how to use its basic functions.
http://www.slideshare.net/vaynerchuk/slidesharegvtwitter-v4-28507504
Weaknesses
Threats
Easy to copy an account.
Younger people using a different app like Snapchat.
Security and privacy issues.
People leave Twitter because anyone can comment on their posts.
Easy to insite rants on certain post.
Easy to create duplicate or fake accounts.
http://time.com/51634/study-claims-people-who-use-twitter-a-lot-may-be-more-likely-to-cheatand-get-divorced/
Network Analysis
Twitter Good vs. Different
Good
Free.
You can share photos.
Geo-tagging.
Used for enws in real time.
High-bandwidth.
Effective mobile platform.
Different
140 characters.
A lot of ranting.
Younger audiences.
Many celebrities interact on Twitter.
Post statuses
Shares a lot of news stories.
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Network Analysis
Pinterest SWOT
Strengths
Opportunities
Built for advertising but does not have ads (yet).
Plenty of room to increase daily use by users.
Multi-platform sync to other social networks like Foursquare, Facebook,

Twitter to extend reach.
Automate proper attribution through programming/coding.
High income user base interested in using site for shopping inspiration.
Still new so theres room to grow and expand to other demographics with
the right changes/adds/new features.
Highly social asset with a long-term lifespan (pin doesn't get pushed
down a timeline or disappear); works like a bookmark.
Building more opportunity for engagement between users.
Users have research mindset.

Drives traffic to back to brand site.
Weaknesses
Threats
Easy to not give proper attribution due to editing availability.
Future use advertising may turn off users (unknown?).
Less conversational; less engagement which is based on re-pins.
Google has nearly 8x as many regular monthly users.
Low frequency of use by users; only 17% of users use it daily vs 70% of
Facebook users using the social network daily.
Google has been around much longer.
Not a broad reach; primarily women users under age 45.
Google is the ultimate card catalog in the business of harvesting

signals of intent.
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Network Analysis
Pinterest Competitor Analysis
Objectives
Members
Lessons
To help people discover interesting or

informative web content that they
wouldnt have thought to search for.
Mostly men under 30.
Coordinates the distribution of Web content,

so that users stumble upon pages explicitly
recommended by friends and peers.

Giving a site a thumbs up results in the site

being placed under the users favorites.
Rating Web sites update a personal profile,
uses collaborative filtering and generates
peer networks of Web surfers linked by
common interest.
Paid discovery - brand and publisher

sponsored placements.
Approach
Homepage
Collaboration Opportunities
Its features allow users to discover and rate

Web pages, photos, and videos that are
personalized to their tastes and interests
using peer-sourcing and social-networking
principles.
StumbleUpon is a discovery engine (a form of

web search engine) that finds and
recommends web content to its users. Its
features allow users to discover and rate Web
pages, photos, and videos that are
personalized to their tastes and interests
using peer-sourcing and social-networking
principles.
Introduction StumbleUpon is a giant

collection of the best pages on the Internet.
You tell us your interests. We recommend great
websites, photos and videos. Simple.
We both want to aggregate similarities

between content/members to recommend
and show content that appeals to the user
browsing.
Call to action to Start Exploring.
Partner as an outlet for ideas and resources.
Sign in with FB or username/PW combo.
Create more user engagement together.
Page view based on selected interests.
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Network Analysis
Google SWOT
Strengths
Opportunities
Google Hangouts multiple person calls.
More integration with SEO for business and user profile matching.
Privacy with circles is tighter than Facebook groups.
Explore product business search capability similar to face recognition

in photo search.
Ability to search photos/faces.

Instant account creation/sign-in for DROID users.
Create more social interactivity between brands and followers.
The power of Google, SEO and company size, to back up and support
the network.
Weaknesses
Threats
Google Hangouts limited to 10 users at a time.
Less android users and more iPhone users.
Features being added on are Facebook copycats (i.e. polls, check-in).
Disbanding Google into separate products -- hangout/chat/talk,

photo album (back to Picasa?), sharing links.
Not as large a network as its primary competitor, Facebook.
Pinterest gets more people at the point of research, planning to shop.
Not very social since its mostly business oriented.

Primary use is business related, brand building, vs. social.
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Network Analysis
Google Competitor Analysis
Objectives
Members
Lessons
Facebooks mission is to give people the

power to share and make the world
more open and connected.
Facebook still skews significantly female.
Constant issues with public/users not

understanding privacy policies.
People use Facebook to stay connected with

friends and family, to discover whats going
on in the world, and to share and express
what matters to them.
Women in the U.S. are more likely to

use Facebook than men by about
10 percentage points.
Not all users know how to adjust their

settings (maybe too complicated?).
Mobile users use the mobile app daily
Approach
Homepage
Collaboration Opportunities
Ability to connect and share with the people

you care about at the same time.
Shows member newsfeed.
Integrates with other apps to allow for single

sign-on with FB.
If not logged in theres a message Connect

with friends and the world around you on
Facebook.
Send messages (like email).
Invites user to log in, sign up or learn more.
No advertising.
Post updates share photos, videos, links.
An ideal would be to get to the point to

link/sync Facebook business pages with
followers using an API to pull user
demographics and profiles for potential
business partnerships.
Single-sign on capability.
Designed to be open and social.
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Network Analysis
Working Wall
Social Network Use
As of September 2014:
71% of online adults use
Facebook
23% of online adults use
Twitter
26% use Instagram
28% use Pinterest
28% use LinkedIn
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Network Analysis
Working Wall
LinkedIn Personas
{According to Quancom)
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Network Analysis
Working Wall
LinkedIn
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Network Analysis
Working Wall
Twitter Stats and Personas
Buy Sell Ads, T. (2011, May 27). The Who, Why, And How Of
Twitter. Retrieved January 10, 2015, from http://blog.buysellads.
com/2011/the-who-why-and-how-of-twitter/
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Network Analysis
Working Wall
Twitter
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Network Analysis
Working Wall
Social Network Use // Users and Satisfaction Statistics
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Network Analysis
Working Wall
Pinterest
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Network Analysis
Working Wall
Pinterest
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Network Analysis
Working Wall
Pinterest
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Network Analysis
Working Wall
Pinterest
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Network Analysis
Working Wall
Pinterest
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Network Analysis
Working Wall
Google+
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Network Analysis
Working Wall
Google+
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Network Analysis
Working Wall
Google+
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Network Analysis
Working Wall
Google+
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Network Analysis
References
Analysis: StumbleUpons Top 25 Users. (n.d.). Retrieved January 10, 2015, from http://www.
viperchill.com/stumbleupons-top-users/
Manjoo, F. (2013, July 10). You Should Store All Your Photos on Google Plus. Retrieved January
10, 2014, from http://www.slate.com/articles/technology/technology/2013/07/google_v_flickr_
the_best_place_to_store_your_photos.html
Bercovici, J., 15. (2014, October 15). Inside Pinterest: The Coming Ad Colossus That Could
Dwarf Twitter And Facebook. Retrieved January 09, 2015, from http://www.forbes.com/sites/
jeffbercovici/2014/10/15/inside-pinterest-the-coming-ad-colossus-that-could-dwarf-twitter-andfacebook/
McCoy, J. (2014, March 12). Google Plus to Overtake Facebook: Prediction or Fiction? Retrieved
January 10, 2015, from http://www.socialmediatoday.com/content/google-plus-overtakefacebook-prediction-or-fiction
Borison, R. (2014, June 28). Google+ Is Still Struggling Three Years Later. Retrieved January 10,
2015, from http://www.businessinsider.com/google-plus-three-years-later-2014-6
Bradley, S. (2014, January 14). The Social Network to Watch in 2014? Pinterest. Retrieved
January 09, 2015, from http%3A%2F%2Fwww.stateofdigital.com%2Fsocial-network-watch-2014pinterest%2F
Ngak, C. (n.d.). Pinterest climbs to third most popular social network. Retrieved January 09, 2015,
from http://www.cbsnews.com/news/pinterest-climbs-to-third-most-popular-social-network/
Pinterest vs. Instagram: Pros and Cons for Brands. (2014, May 19). Retrieved January 09, 2015,
from http://www.cyberalert.com/blog/index.php/pinterest-vs-instagram-pros-and-cons-forbrands/
CloudNine PR Agency. (2013, June 20). Searchmetrics | Social sharing on Google+ to overtake
Facebook by 2016 predicts new study. Retrieved January 10, 2015, from http://www.realwire.
com/releases/Social-sharing-on-Google-to-overtake-Facebook-by-2016-predicts-new-study
Rival fox. (n.d.). Google Plus Competitors. Retrieved January 10, 2015, from https://rivalfox.com/
google_plus-competitors
Domanico, A. (2014, July 22). Pinterest peaks, Facebook falters in customer satisfaction survey
of social sites. Retrieved January 10, 2015, from http://www.techhive.com/article/2456905/
pinterest-peaks-facebook-falters-in-customer-satisfaction-survey-of-social-sites.html#tk.rss_all
Smith, C. (2014, April 17). This Is The Behavior On Pinterest That Makes The Social Network So
Attractive To Marketers. Retrieved January 09, 2015, from http://www.businessinsider.com/
demographics-on-pinterest-that-make-the-social-network-attractive-to-marketers-2014-4
Duggan, M., Ellison, N. B., Lampe, C., Lenhart, A., & Madden, M. (2015, January 09).
Demographics of Key Social Networking Platforms. Retrieved January 10, 2015, from http://www.
pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
Smith, C. (2014, March 04). 175 Amazing Pinterest Statistics (December 2014). Retrieved
January 09, 2015, from http://expandedramblings.com/index.php/pinterest-stats/
Fingas, J. (2014, December 04). Google Plus now lets you pin posts to keep them front and
center. Retrieved January 10, 2015, from http://www.engadget.com/2014/12/04/google-pluspin-posts/
04 Pinterest. (2014, January 23). Retrieved January 09, 2015, from http://www.pewinternet.
org/2013/02/14/social-networking-site-users/04-pinterest/
Frequency of Social Media Use. (2015, January 09). Retrieved January 10, 2015, from http://
www.pewinternet.org/2015/01/09/frequency-of-social-media-use-2/
Toomer, W. (2014, November 18). Googles Dark Horse Competitors: Pinterest - Delucchi Plus.
Retrieved January 10, 2015, from http://www.delucchiplus.com/googles-dark-horse-competitorpinterest/
What is StumbleUpon? (n.d.). Retrieved January 10, 2015, from http://www.stumbleupon.com/
about
Wong, D. (2014, October 27). Report: Facebook Drives 4x More Traffic Than Pinterest. Retrieved
January 10, 2015, from https://blog.shareaholic.com/social-media-traffic-trends-10-2014/
GCF Learnfree. (n.d.). Facebook 101: What is Facebook? Retrieved January 10, 2015, from http://
www.gcflearnfree.org/facebook101/2.2
Guimares, T. (2014, December 12). REVEALED: The Demographic Trends For Every Social
Network. Retrieved January 10, 2015, from http://www.businessinsider.com/2014-social-mediademographics-update-2014-9
Lunden, I. (2014, November 25). Tumblr Overtakes Instagram As Fastest-Growing Social Platform,
Snapchat Is The Fastest-Growing App. Retrieved January 09, 2015, from http://techcrunch.
com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-isthe-fastest-growing-app/
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Part 2. Network Design Development
Process Book // Part 2. Network Design Development
31
Network Design Development

Working Wall
Idea 1 Travel Social Network by Suzanne Mitchell
Is there a need for a new travel social network?
Knowledge is embodied in people gathered in communities and networks.
The road to knowledge is via people, conversations, connections, and
relationships. Knowledge surfaces through dialogue, all knowledge is
socially mediated and access to knowledge is by connecting to people who
know or know who to contact. Denham Grey [1]
one complaint regarding a hotel in Atlanta, the manager responded on 3

occasions to similar complaints. I couldnt see the name of the manager;
there is need for transparency. A social network site independent of booking
agents would offer a more legitimate service open dialog between users.
Advantages for the user of a independent network would also eliminate
commercial bias that is bound to effect and skew current reviews. This would
be a global site that would cut through language barriers by streamlining
divisions.
Introducing a social network that is run by the people not the travel
network!
Any forms of social network related to vacation experience or travel in
general is linked to commercial booking sites. Therefore, the user is
somewhat controlled via company restrictions. Creating a social network
that allows people on a global basis to comment honestly about the trip is
both necessary and needed. Thus, a platform that promotes honest views
and open chats relating to flights, accommodation, excursions, hidden
treasures, food etc. could be discussed in an open forum. Further, photos,
videos and travel experience shared on a global basis would be extremely
beneficial for travelers wanting to seek in-depth information about a
particular hotel, city, or excursion. Fewer vacation nightmares would be
experienced and travel satisfaction would be increased. In fact, the whole
travel experienced but become enriched with such valuable information.
Based on my initial research there is a need for a social network for
vacationers. There are 5 user groups that would benefit from a travel
network including, families, single adults, business travelers, college
students and recreational groups (see diagram 1). And, why a travel social
network? Currently networks only offer limited access to information. Many
people post on Expedia, however, posts can be anonymous. I noticed
Diagram 1-Travel Social Network: User Groups
32

Working Wall
Idea 1 Travel Social Network continued
Further, the site would be able to capture fond memories via users sharing
information, all of which humanizes the network experience. For example,
a family visits Hawaii and books the vacation online in U.S. main land. The
hotel and flight is great, location is central and facilities are excellent. The
family hires a car and wants to travel the island independently of organized
excursions. After speaking to locals and studying the map they find an
idyllic cove to snorkel. Their youngest son (a 3yr old) has never experienced
snorkeling, so the family was mindful of potential dangers. For the first
time in his life the youngster was able to watch fish in their natural habitat.
He was astonished and excited, so much so that snorkel had an echo of
fish, fish every few seconds. This was truly an etched memory that one
member of the family was able to capture on video. Sharing these types
of adventures via social networks can really capture the real life essence
of the moment, and let others have a better understanding of what to
expect from the destination. Currently I could not find a network that offers
this type of service. Feedback from authentic participants who openly
communicate with one another without being supervised by the network
is a great plus for a travel social network. A travel social media site would
encourage vacationers to talk about their experience and become more
active online regarding details of their trip.
Are there other social networks already out there that serve that
need or can we make it better?
Many travel networks could be improved, Expedia could expand to offer
users an improved social network that allows users to chat openly and
honestly about their experience. Hotwire and Expedia could develop their
online reviewing system. However, an independent network that is free from
commercial bias is not available.
How do we incorporate a sustainable advantage?

Sustainable advantage: Sustainable competitive advantage is the focal point
of your corporate strategy. It allows the maintenance and improvement of
your enterprises competitive position in the market. It is an advantage that
enables business to survive against its competition over a long period of
time.
There are numerous characteristics of companies that have a sustainable
advantage as seen in chart 1 below. The ownership of intellectual property
is important. This provides intangible rights protecting the products of
human intelligence and creation, such as copyrightable works, patented
inventions, trademarks and trade secrets. Federal law largely governs
intellectual property; state law also governs some aspects of intellectual
property [2].
Exclusive licenses are legally enforceable, a promise that the individual
granted the license is the only person allowed to do a specific activity. Most
commonly, exclusive licenses are used in the case of intellectual property.
The individual granted the license is the only one allowed to produce,
distribute or otherwise benefit from the intellectual property [3].
Marketing is generally not scalable, especially on low-cost high-volume
products. These days, heavy marketing is always required to make your
startup visible and scalable amid the flood of information from all sources to
all customers.
33

Working Wall
Although statutory monopolies are government-regulated firms that is
legally entitled to be the only company offering a particular service in a
particular area. None of the networks research has this characteristic.
The U.S. Post Office is government regulated therefore this is a statutory
monopoly. One aspect of this control is that it prohibits competition [4].
[5] All three social media travel companies have intangible benefits and
tangible benefit. This term (intangible) is subjective, normally explained
via the knowledge of the business and how that is transferred into the
running of operations cannot be measured in monetary terms. Whereas
organizations that have tangible benefits are quantifiable, especially with
regard to money [6].
TripAdvisor
Define the industry: Travel
Network of individuals to be targeted: Vacationers, business, family,
recreation.
Current sharing experience: Users are able to check out reviews form
travelers about their travel experience [7].
Demographics: See graph 1 (above) and chart 2 (on next page)

United States-49%
Mexico-4%
Thailand-3%
India-2%
New Zealand-1%
Belgium-1%
Hong Kong-1%
Romania-1%
Spain-1%
Indonesia
34

Working Wall
Chart 1. Competitive Sustainable Advantage-TripAdvisor,
Expedia, Hotwire
Chart 2. Grouped Demographics of TripAdvisor, Hotwire and Expedia

and their percentage use globally
35

Working Wall
TripAdvisor branded sites make up the largest travel community in the world:
315 million unique monthly visitors [8], and more than 200 million reviews
and opinions covering more than 4.4 million accommodations, restaurants
and attractions.
[9] Reviews and opinions: 200 million globally
How many businesses and properties: 4.4 million
to go and what to see for future adventures.

Existing networking strategies and industry standards for information
sharing:
TripAdvisor is an American travel website providing reviews of travel related content. It also includes interactive travel forums.
Early adopter of user-generated content.
Website services are free to users.
How many destinations: 145,000+, including:

890,000+ hotels, B&Bs, and specialty lodging
Advertising supports Website
Nearly 650,000+ vacation rentals
Green Leader: Promise of environmentally friendly practices, this includes:

Transparency
Honest Traveler Feedback
Audits
2.4 million restaurants

480,000+ attractions
Candid traveler photos: More than 26 million
New contributors: More than 115 new contributions are posted every
minute.
[9] Responsiveness of travelers: English speaking travelers reply to More
than 85 percent of questions posted to TripAdvisors English-speaking
forums within 24 hours.
Current communication methods: Internet based
Current strategies: Launch of a social-networking platform that allows
users to connect with fellow travelers and share their experiences. Members
exchange pictures and videos from previous trips and offer advice on where
The reviews are current and give detail about guests who have stayed in
a hotel booked on trip advisor. The hotel manager quickly answers any
complaints in writing [9].
User history is available: Top contributors are recognized via a grading
system that shows how many time they have reviewed and where they have
been. Badges can be awarded that differentiate between how many times
they have reviewed, hotels they have reviewed, restaurant reviews, attraction
reviews, and helpful notes [8].
Site Features [7]:
Instant bookings
Flights
Saves trip history
Vacation rentals
Users can check out traveler ratings, see reviews for families, couples,
solo, and business.
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Working Wall
Idea 1 Trip Advisor SWOT
Strengths
Opportunities
Green Leader: Promise of environmentally friendly practices
Global outreach platform can move in multiple languages and markets
Extensive global outreach
An improved network were they can facilitate user conversations
Strong brand
Validate information that the advertised vacation details are what they
say they are
Shared networks/multiple distribution systems

Choice of restaurant
Video showing of current state of property
Photos
Forms
Location based login/information based on where you login
Weaknesses
Threats
Not real time
Privacy laws
Content is filtered Policed by network prior to posting of content (so

negative content may be blocked)
New better networks
Network controlled social media
Easier to use networks
Language barriers
Delay in posting may put people off! All posting are filtered
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Working Wall
Hotwire
Define Industry: Travel
Network of individuals to be targeted: Vacationers, business travelers,
Overall information sharing between users: Basic interaction if user
subscribes via email [10].
Demographics: See graph 1 and chart 2
Percentage of visitors:
United States 75.7%
Netherlands 4.8%
Canada 4.5%
Australia 1.4%
United Kingdom 1.3%

sharing:
Hotwire networks with travel partners who give them access to unsold
inventory. For example, empty hotel rooms, empty flight seats, and extra
cars on rental lots are sold at reduced price to the traveler. Consequentially,
Hotwire get travel deals at a significantly lower price compared to published
prices if travelers went direct, or, through other networks [10].
Services include the bookings of:
Hotel
Cars
Flights
Vacations
There is a sign in option for users; this saves trip history and booking
references. If the user subscribes to the website they get offers and price
alerts via email [10].

Strategies: Hotwire Strategic Marketings vision is to promote efficiency and
effectiveness across all business communications. The depth and breadth
of their strengths are firmly grounded in a strategic business focus and a
great network of business alliances.
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Working Wall
Idea 1 HotWire SWOT
Strengths
Opportunities
Customer can save up to 60% on their stay
Getting current members to refer friends and family
Guarantee of quality or standards of a property
Potential to develop two-way communication between participants
Instant bookings
Enabling the uploading of photos and videos
Relevant and timely offers
Weaknesses
Threats
Once you have booked you cant cancel
Other people adopt similar models
If you dont like the property its difficult to get refund
Hotels decide to build their own networks for their members
Maps of areas you visit

No Online community
Just shows a percentage of reviews
The number of availability~ not all hotels participate
39

Working Wall
Expedia
Define Industry: Travel
Strategiy: They play a fundamental role in facilitating travel, whether for

leisure, unmanaged business or managed business travelers. They state
they are committed to providing travelers, travel suppliers and advertisers
the world over with the best set of resources to serve their travel needs
by leveraging Expedias critical asset, brand portfolio, technology and
commitment to continuous innovation, additionally, global reach and breadth
of product offering. In addition, they intelligently utilize their growing base
of knowledge about destinations, activities, suppliers and travelers and our
central position in the travel value chain to more effectively merchandise our
travel offerings.
Network of individuals to be targeted: Vacationers, business travelers,

Overall information sharing between users: Online booking service, special
offers via email to users if they subscribe. There are additional Expedia
rewards to users who sign in before they shop [11].
Demographics: See graph 1 and chart 2
Percentage of visitors:
United States: 72.9%
India: 2.3%
Netherlands: 1.6%
Mexico: 1.6%
South Korea: 1.5%
Monthly visitors: 58 million
Monthly site view: 742 million
Total email subscribers: 23 million [12]

sharing:
An internet based travel website that books airline tickets, hotel
reservations, car rentals, cruises, vacation packages and various attractions
and services via the world wide web and telephone agents. The site uses
multiple global distribution systems [13].
Amadeus
Sabre reservations system for flights
Worldspan for hotels
40

Working Wall
Idea 1 Expedia SWOT
Strengths
Opportunities
Global
Implementing content sharing
Network sharing
They have predictive analysis based on previous viewing
Rewards program
Multiple options on rooms
Weaknesses
Threats
Not as highly discounted as other travel net-works
Airlines and hotels could go direct and offer better deals direct
Easily replicated
41

Working Wall
Idea 1 Citations
[1] Grey Denham, (2012), retrieved from http://www.gurteen.com/gurteen/gurteen.nsf/id/
denham-grey
[8] http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html
Diagram 1 Travel Social Network: User Groups-Suzanne Mitchell
[9] TripAdvisor
http://www.tripadvisor.com/PressCenter-c6-About_Us.html
[2] Intellectual Property

http://www.merriam-webster.com/dictionary/intellectual%20property
[10] Hotwire
http://www.alexa.com/siteinfo/hotwire.com
[3] Exclusive License

http://www.wisegeek.com/what-is-an-exclusive-license.htm#didyouknowout
[11]-[12]- [13] Expedia

http://investing.businessweek.com/research/stocks/private/people.asp?privcapId=520308
http://www.advertising.expedia.com/about/
http://www.alexa.com/siteinfo/expedia.com
[4] Statutory monopolies

http://financial-dictionary.thefreedictionary.com/Statutory+monopoly
[5] Intangible Benefit
http://www.businessdictionary.com/definition/intangible-benefits.html
[6] Tangible Benefit
http://thelawdictionary.org/tangible-benefits/
Chart 1. A sustainable competitive advantage TripAdvisor, Hotwire, Expedia
http://www.businessinsider.com/the-6-keys-to-sustainable-competitive-advantage-2010-6?op=1
http://www.expediainc.com/about/
[7] TripAdvisor
http://www.statmyweb.com/visual/tripadvisor.com
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Working Wall
Idea 2 Over Age 65 Social Network by Jamie Bowerman
Who: 65+
What: A simplified device and interface for individuals 65+
Why: Because as we age things like eye sight and dexterity diminish but our
desire to communicate with friends and loved ones do not.
How: Through a re-designed interface specifically catering to the needs of
individuals losing eye sight, dexterity, and hearing.
Social networking most underserved demographic is the 65+ age group.
However the greatest increase in population growth globally will be in this
bracket of 65+. This age group wants to connect with friends, family and
loved ones across the globe, but either did not grow up in the rise of social
media or does not understand how to connect with all the many inter faces
of social media.
Pew Research: Internet Project. (2013, December 27). Social Networking Fact Sheet. Retrieved
January 10, 2015, from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
43

Working Wall
Idea 2 Over Age 65 Social Network continued
The Solution:
A simplified smart device and interface that is designed for the needs of
individuals 65 and up.
Social media is rampant with age groups 18-35, but what about the older
generations who didnt grow up with a smart phone but still wants to be
connected more than ever but have a barrier to the technology. As people
grow older staying connected with family, friends and loved ones who live
far away can become more and more difficult.
I propose a social media network specifically catered to people 65 plus to
stay in contact with friends, family and loved ones. It would be a simplified
smart phone for the elderly that would work just like a phone but with a
simplified interface. 2 raised buttons for easy identification, and a social
interface where younger family members can send photos. Using voice
recognition software like Siri, the phone will verbalize who is sending a
picture or message and then verbally speak it for the elderly user. Younger
users, such as grandchild could push photos and updates for Facebook
and Pinterest to the grandparents Social account linked to the modified
smart device.
The interface of both the physical product and the application would
specifically designed for the elderly many who are hard of hearing or who
cannot see well. The network could also be used for the blind and deaf with
some alterations to the physical product. Refurbished smart phones or
older generation i-phones, which are re-used over seas can be recycled and
retrofitted with this new interface designed for the needs of individually 65
and up.
Pew Research: Internet Project. (2013, December 27). Social Networking Fact Sheet. Retrieved
January 10, 2015, from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
44

Working Wall
Idea 2 Over Age 65 Social Network continued
User group 1: The grandparents that have grandchildren and family on
social media but they did not grow up with the technology, they want to
connect but need a simplified interface. This device has a red and green
button with an interface that requires yes (green) or no (red) answers from
the user. It will all grandparents to like a photo, or even use voice recognition
to make a comment, with a yes to send that comment and a no to clear and
start over.
User Group 2: This group cannot see and are mostly if not totally blind. This
interface is also a yes or no interface, with all the messages coming in as
audio recordings, giving the elderly user verbal updates from other networks.
The smart device verbalizes the message or update and allows the user to
make a response, but playing back their audio message with a yes or no
option to send the message or clear it and start over. A braille attachment
device may be necessary.
User Group 3: This group cannot hear very well, so the device would
be more like an i-pad since with photos and text coming in oversized
fonts. There may also need to be an additional device to magnify images.
Responses by the user can be recorded via siri and read back by the user
through the smart device.
User Group 4: These are active folks who understand social media but want
to connect with people also 65+ these people maybe in other countries
or abroad. This gives people 65+ a means of making a new pen pal and
perhaps even travel back and forth like a couch surfing site for 65+.
People could post if they have an extra room to stay in but different than
couchsurfer.com, which is for 18-30. This will allow active people without
family or who are lonely to connect with other individuals outside their local
community.
45

Working Wall
Idea 3 Homeschooler Social Network by Cheryl Edenfield
The homeschool social network seeks to
combine the best of the features already used by
homeschoolers.
To homeschool is to teach ones child(ren)
at home instead of sending them to school.
Homeschoolers represent just under 3%
of students ages 5 through 17 attending
kindergarten through 12th grade.[1] Most come
from households that have two parents, one of
which works (other stays home), and achieved
higher level education; have three or more
children; live outside of town (in rural areas or
suburbs); double/more than double poverty level;
and are mostly white. See corresponding charts
as follows. [2]
46

Working Wall
Idea 3 Homeschooler Social Network continued
Homeschoolers tend to use Facebook groups,
blogs, Pinterest and local community resources
to connect and share ideas. Given that there is
lots of information out there for homeschoolers,
its tough to even know where to begin because
its spread out everywhere. Theres not one single
place, other than community Facebook groups or
pages, for homeschoolers to connect. [3]
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Working Wall
Homeschoolers seek an alternative to their public
school and private school options for a variety
of reasons. It could be due to classroom size,
tuition, faith-based, how they feel about the level
of education received at particular schools, etc.
Sometimes it also has to do with disabilities or
other challenges their child may have.
48

Working Wall
49

Working Wall
User group 1: brand new homeschoolers, with no previous experience
homeschooling and needs guidance and direction. These users seek advice
from friends and family via social media like Facebook posts. They may join
Facebook groups and also create Pinterest boards with ideas. They may not
know where to start.
User group 2: experienced homeschoolers who have experience at least
two years or more in homeschooling their children. These homeschoolers
could be bloggers who already share their experiences and resources. They
are also active in social media on Facebook and Pinterest, sharing their past
experiences and pinning ideas. Many already belong to a local homeschooler
community group that meets in person. They might share a local library of
materials and host a local homeschool 101 presentation mid to late winter
for parents considering homeschooling as an option.
User group 3: homeschool resource providers and publishers. These are

companies who provide course materials to homeschoolers. This could
also include local/school athletic teams and arts/music groups to provide
extracurricular activities for homeschoolers. These providers usually come
up in a Google search when a new homeschooler searches for materials.
Its hard to discern and know which route to take from classical teaching to
Christian/faith based or Montessori style.
User group 4: government entities, who provide guidelines for
homeschooling such as the local school board and state department of
education. Information guidelines and resources for each state differs and is
posted on their state department of education website.
50

Working Wall
Network overview
Theres no need to re-invent parts that are already created, but this network
can make it simpler to navigate the information housed on the sites they
use, such as:
Competitors are community Facebook groups/pages and bloggers. Other

competitors include:
http://www.ihomeschoolnetwork.com/
Single sign-on (no need to create registration) with a Facebook account.
http://a2zhomeschooling.com/beginning_home_school/homeschool_
message_boards/
Communities tied to already existing Facebook groups so members

can be automatically added based on group membership when logging
in with Facebook account (no need to repeat set up for a group).
http://www.homeschoogle.com/index.php?option=com_
community&view=register&Itemid=121
Featured pins pulled from Pinterest.
Opportunities align with the network goals. The competitors dont have
current or up-to-date posts and information. Some also require a separate
log in, so we would provide a simpler option. One network seeks to publish
resources, thus creating advertising to target homeschoolers (something we
dont want to do).
Network goals

To create a simpler, one-stop research center for information and

resources to homeschool.
Make resources searchable and organized by categories, groups, state/
locale, subject matter, grade level, and more.
To connect new homeschoolers with mentors in the community as well
as resources for homeschooling.
To create an environment that doesnt push one way of homeschooling
over another or advertise to this target market.
Network Design DevelopmentIdea Selection

As a team, we decided that the homeschool social network had the most
potential. Our creative brief follows on the next two pages.
Working Wall Idea 3 Citations

[1] U.S. Department of Education Institute of Education Sciences National Center for Education Statistics. (2010, July). Percentage distribution of students ages 5 through 17 attending kindergarten
through 12th grade, by school type or participation in homeschooling and selected child, parent, and household characteristics: 1999, 2003, and 2007. Retrieved January 15, 2015, from http://
nces.ed.gov/programs/digest/d13/tables/dt13_206.20.asp
[2]Coalition for Responsible Home Education. (2013, September 10). Homeschool Demographics. Retrieved January 15, 2015, from http://www.responsiblehomeschooling.org/homeschooling-101/
homeschool-demographics/
[3] IHomeschool Network. (2013, July 22). The Two Social Networks that are Best for Reaching Homeschool Moms. Retrieved January 15, 2015, from http://www.ihomeschoolnetwork.com/socialnetworks-homeschool-moms/
51

Homeschool Social Network
Creative Brief (first draft)
Our group decided to pursue the Homeschool Social Network idea.
Value Proposition
Ideas
The Homeschool Social Network is for kids who are home schooled who do
not have the social interactions one would get at a public or private school.
There are social sites designed for homeschool children such as http://www.
ihomeschoolnetwork.com/, and groups for their parents on Facebook. While
these sites target home-schooled children, they only address the parents
and the publishers who might be looking for home-schooled children. What
about the actual kids being home-schooled? What if they want to expand
their knowledge and experience beyond a set curriculum designed for
one-on-one learning, or to play a team sport? There is a huge opportunity
for home-schooled children to connect with one another locally within their
area, for activities they would normally be able to get at a public or private
school.
Our social network connects homeschool students with other home school
students.
We do this by connecting students with similar interests within a community,
unlike the i-Homeschool Network which simply aggregates homeschooler
blogs and other homeschool websites.
Our homeschool social network provides an extension of learning for
homeschooled children for sports, activities, and general activities they
would normally not get at home
Overview
their knowledge and experience beyond a set curriculum designed for
one-on-one learning, or to play a team sport? There is a huge opportunity
for home-schooled children to connect with one another locally within their
area, for activities they would normally be able to get at a public or private
school.
52

Creative Brief (first draft)
Challenges
Goals
Homeschool students are home-schooled due to a variety of reasons

including social, academic, family or religious reasons:
Explore the daily routine of home school children.
Religious beliefs or practices, which fall outside of public or private

school education.
Parents cannot afford, or are not willing to pay for private school.
Interview homeschool parents.

Create a network that is entertaining and informative for
homeschool students.
Create a network that homeschool students would want to use.
Parents do not want to send their children to the public school they are
districted for.
The student has a disability that the public or private school system is
not able to accommodate.
The student needs to catch up academically with his/her peers.
How do we connect people whose parents may not want them to connect
outside of the family system? There are many questions and challenges
such as this that come up with home school students. Exploring the family
ecosystem on an individual basis will be essential to understanding the
needs of home school students.
How do we engage homeschool students and get them sharing?
How do we engage parents?
Do parents want them to share information?
How do parents feel about creating social groups outside the home?
Does religion or religious beliefs prevent social interactions outside the
church or home network?
How do home school students develop and connect with others outside
their family unit?
53
Part 3. Defining Network Users
Process Book // Part 3. Defining Network Users
54
Defining Network Users

A Social Network for Homeschool Socialization, Organization and Support (S.O.S.)
User Analyses, Insights, Research Conclusions
Problem. The numbers of families who choose to home school their children
is constantly growing each year. There are an abundance of homeschool
networks and resources online, but not one way to connect them all.
Opportunity. We have the opportunity to provide a network that offers

socialization, organization and support (S.O.S.) for families, community
organizations, curricula publishers, interest groups and government entities.
Parents who choose to homeschool are mostly college educated, and have
one parent who stays home while the other is in the workforce. They spend
a lot of time researching new ways to teach their child(ren) as well as trying
out different curricula. It can also be a struggle to learn what their childs
learning style is, especially if this is the first time he/she is teaching at home.
Most curricula for a specific subject (or group of subjects) is designed to be
purchased for a whole school year, leaving the parent to wait until the next
grade level to switch.
This provides connection for the parents, but it does not for the children.
It also does not provide an easy way to store and disseminate information
to everyone in the co-op. Some have created their own websites, but some
dont have the know-how to build one or else the time to keep it updated
with the latest subject or activity offerings and state regulations (if they
change).
Students who are homeschooled, compared to their public and private

school counterparts, excel academically. Homeschooling gives them the
capability to complete subjects early and move on to the next grade level.
They also test well and often outperform others in their grade. Although
testing is not required by every state, this may cause a problem if the
student moves to a state that does. Not all students, and their families,
belong to a co-op so they may not necessarily receive opportunity for
socialization or enrichment activities.
Homeschooled students might be connected to others in their community
through a co-op or similar organization, but they are not included in online
social media groups for homeschoolers.
New homeschoolers may not know how to find special interest groups or the
state department of education page. If they do, many times its filled with
so much legal jargon that its hard to know in laymans terms what exactly is
compulsory or not.
The HSLDA (Home School Legal Defense Association) really helps out with
the legal issues and want to keep a parents basic right to educate their
children away from any regulatory control.
They are a Christian organization and I got the sense they mostly deal with
caseworkers that show up at homes where the children are being home
schooled for religious reasons. Home schooling for religious reasons is only
officially sanctioned in Va. and no other state which is why I think some state
just simply don't require any notice.
Organizations (co-ops, special interest and government)
Sports are a major issue and it hasn't really been resolved. Florida
apparently allows it, but most states don't.
Co-op leaders are often homeschool parents who volunteer to organize a

group locally. They may not have all the resources and tools they need to
provide a structured and organized environment for both academic and
social support. Often they use Facebook groups as a social media outlet.
There are concerns about the tone educators had about home schooling and
the take away was that they are completely neutral, and principals simply go
through the motions to check a box for the superintendent.
55

Creative Brief (second draft)
Value Proposition
Background
The Homeschool SOS is for families choose to homeschool who desire to

provide their child(ren) with high-quality education, enrichment activities and
socialization.
their knowledge and experience beyond a set curriculum designed for oneon-one learning, or to play a team sport?
Our social network connects homeschool families with other homeschool

families, co-ops, community interest groups, and curricula publishers.
We do this by connecting families with tools and resources like the HSLDA
(Homeschool Legal Defense Association), unlike the i-Homeschool Network
which simply aggregates homeschooler blogs and other homeschool
websites.
Our homeschool social network provides an extension of learning for
homeschooled children for sports, activities, and general activities they
would normally not get at home.
Overview
This network is designed to target the educational and social needs of the
students to prepare them for adulthood. There is a huge opportunity for
homeschooled children to connect with one another locally within their area,
for activities they would normally be able to get at a public or private school,
as well as global via the internet.
56

Drivers
Visuals
With the cost of private education rising and quality of some public
schools declining, many parents are making the decision to take their
childs education in their own hands. As the job market gets tougher
and the income gaps become wider how can we provide a platform for
homeschooled and non-homeschooled children to get a world-class
education regardless of family income?
Existing visuals, stock photography because of time limits. If any shots are
not available through stock footage we can shoot at home with iPhone.
Audience
We are focused primarily on students and parents. We want them to think
of us as the trusted source for homeschooling and non-home schooling
guidance. To inspire them to help create more educated students and
citizens.
Tone
To inspire each parent and individual student, while providing a broad
spectrum of knowledge. Instill education as a lifelong process, and to
encourage learning and wonder for all ages.
Message
[Parents] Homeschool SOS will give you the confidence to homeschool your
child(ren) while meeting your needs as well as compulsory requirements of
your sate.
Competitors
Homeschool Now USA
http://homeschoolnowusa.com
K12-online public school
http://ww2.k12.com/mod/home/
Connections Academy
http://www.connectionsacademy.com/curriculum/free-online-learning.aspx
Time for Learning
http://www.time4learning.com/homeschool-online.htm
Home school network
Homeschool.com
http://www.homeschool.com/OnlineCourses/
Oak Meadow Independent Learning
http://oakmeadow.com/
[Students] Homeschool SOS will give you the tools you need to succeed
while also connecting you with others with like-interests.
57

Deliverables
The Homeschool SOS Network will:
Help match parents and students with teaching and learning styles to
figure out which curricula will work for them.
Partner with curricula publishers so that parents can build mix-and match style curricula in modules (smaller chunks versus whole year) to
meet their needs.

Structure and organize curriculum modules and subjects with a checklist

so that parents and students can move through them at their own pace.
This will create relevant curriculum material for homeschool students as
well as non-home school students who want to participate so that they
can focus on skills relevant to todays job market.
Include modules for local co-ops so that families who belong to a coop to create a schedule, timeline, subject matter to study together locally
or virtually online. This will allow homeschool students to share ideas
and experiences to help foster social activity online as well as after
scheduled study hours.
Include extra curricular activity modules for subjects like physical

education, sports team(s), field trip(s), social activity, art, music, religion
and clubs for like-interests. This will match homeschool children of
similar interests.
Partner with HSLDA to include HSLDA member only benefits provided

through the SOS network. Membership will be denoted in the users
profile.
Completed modules will generate an official transcript upon completion
of a grade level to be used for transfer to another educational institution
or for college enrollment purposes.

Completed modules will generate a review process so that parents

can leave feedback for other users. This will help parents get a better
understanding of whether or not the curricula is a good fit for their
child(ren).
Partner with local colleges/universities to provide a module for courses

that can be applied towards college credit.
Goal
To create a network that is informative, resourceful, entertaining and
provides support for homeschool families so that they want to use it on a
daily basis.
People
Homeschool parents, students, and organizations (local co-ops, special
interest groups and government)
58

Marketing Strategies
Start in local communities with homeschool associations or co-ops and
speak to their group at their next gathering with parent and child(ren). Wordof-mouth is strong in the homeschool community.
Advertise user profile directory to find other homeschoolers in the area, that
users would have access to once they join. Email and private information is
hidden.
Homeschoolers also tend to read blogs, use Facebook and Pinterest.
Sponsored ads on homeschool blogs with a review by the blogger would
reach our target audience.
Partner with Homeschool Now USA (independent nonprofit coalition
of homeschool organizations) to reach and market to more than 500
homeschool communities through their radio, social media, and word-ofmouth campaigns. Sponsor their You Can Homeschool brochure with
an advertisement for Homeschool SOS. http://homeschoolnowusa.com/
homeschool-now-usa
Set up a booth at state level homeschool conventions, such as OCHECs

[Oklahoma Christian Home Educators Consociation, Inc.] convention coming
up May 2015. Curricula publishers will be in attendance and this will also be
an opportunity to meet with those publishers in person after reaching out
prior to the convention. http://ochec.com/Categories.aspx?Id=Conventions
Partner with curricula publishers to offer a free trial on specified modules
just by signing up for the network. This will help us also generate initial
reviews to put in the system, especially when a publisher is rolling out
something new.
Give advertising bookmarkers to local libraries/book stores (and other
locations that homeschoolers frequent) with matching poster on community
bulletin board.
Sponsored advertising at regional zoos and museums during homeschooler
visitation days.
59

User Groups
Students
Homeschool
SOS
User Groups
Parents
PUBLISHERS
Organizations
GOVERNMENT
LOCAL GROUPS
60

Personas: Jill ODonnell
User Group: Parent and Organization (Co-op Leader)
37 years old
Stay-at-home mom
Three children ages 12, 6 and 3 (Jack, Colleen
and Maddie)
She and her husband, Michael, are renting
a 4 bedroom 2 bath ranch house in Killeen,
Texas just outside of Fort Hood.
Prior to being a stay-at-home mom, Jill was
a chemistry lab technician. She has a B.S.
in chemistry from Ole Miss.
This is Jills second year homeschooling Jack
and Colleen. She started a local co-op with her
neighbor and best friend, but does rely heavily on
what she can find online about homeschooling.
She also belongs to some local stay-at-home mom
Facebook groups and is a member of the HSLDA
(Home School Legal Defense Association). Texas
does not have regulations about homeschooling,
so she uses a mix-and-match curriculum
method (primarily classical) to meet her familys
needs and expectations for both Jacks and
Colleens education. She spent several months
research between blogs, websites, Facebook
groups, friends, family and Pinterest before
homeschooling both kids. She is still figuring out
each childs learning style so shes on the look out
for reviews and recommendations on how to more
effectively teach each of them.
attended a public school. Prior to the birth of

Maddie and Colleen, Jack attended a Catholic
preK and kindergarten program at their family
church in Georgia.
Michael is a captain in the U.S. Army and they
move to a new duty station every two to three
years. So its not easy for Jill to keep a steady
job. Since they had kids, they decided she would
stay home until the kids started school. However,
with all the moves, its also difficult to move the
children from one school program to another. The
choice to homeschool creates a balance between
consistent curriculum and the constant relocation.
It also helps if Michael receives new orders to
move mid-year versus when school is out for the
summer. Jill drives a silver, 2012 Toyota Sienna
mini-van, and Michael drives a 2006 red Dodge
Ram 1500 extended cab pick up truck.
Jill homeschools Jack and Colleen for about four

hours a day. Prior to homeschool, both children
61

Personas: Jack and Colleen ODonnell
User Group: Students
12 years old
8 years old
Sixth grade
Third grade
Moved around the country more than his

younger siblings.
Also lives in Killeen, Texas
Lives in Killeen, Texas, just outside of

Fort Hood with his parents Jill and Michael
Other interests: art and science
Jack is athletic and enjoys playing soccer,

baseball and basketball.
Other interests: music and history.
First year being home schooled,
and hes adjusting to it relatively well so far.
Jacks mom is able to give him more attention
than he had in previous years in a large
classroom.
Jack is a typical first-born child whos a natural
leader. In a school setting, the other children tend
to follow his lead. At home, he misses the social
interaction between him and his classmates. He
has plenty of neighborhood friends that he sees
after school. His friends attend different schools
in the area, and not necessarily the public school
they are districted for.
For fun, Jack likes to read. His favorite books are
the Harry Potter series and Percy Jackson & the
Olympian series. He also enjoys playing outside
with his friend next door, sitting out on the porch
playing Lego or playing games on his tablet.
Colleen plays soccer and basketball

This is also Colleens first year being home
schooled.
Colleen doesnt mind having the attention split
between her and her brother. She still gets more
individual time than she did in public school
She is the middle child, but oldest girl, so she is
like a mother hen with her siblings. She doesnt
miss the social interaction at school because she
gets to spend more time with her family.
For fun, Colleen likes to help her mom make
things she finds on Pinterest. She also plays next
door with the sister of her brothers friend.
She and her siblings are not allowed to watch TV
on school nights, but on the weekend they like to
borrow DVDs from the library. All the children are
pretty tech savvy. They share two older generation
tablets between the three kids. They do not
participate on social media at the direction of
their parents.
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Personas: Christie Legg
User Group: Parent
40 years old
American
Christie worked as a data analysis before
becoming a homeschool mom
Educated at Georgetown, Washington
B.S. in Computer Science and an M.A.
in Communications
Married with four children
Lives in Mableton, Atlanta Georgia
Strong faith, strong values, and strong family
Energetic
Health conscious
Christian values
Attends church on a regular basis
Very involved in community outreach
liaises with homeschool moms, church
leadership, community service coordinator
Christie is one of 3 siblings. Her family lives in the

Washington, D.C. area. Her husband owns a golf
shop in Atlanta.
They are in the middle-income bracket. Christie
values being at home with her kids. She stopped
working in corporate America 12 years ago where
she held an executive position.
Christie makes long to do lists. She doesnt finish
teaching the kids until everything is crossed
off. She has built a nurturing homeschool
environment for her kids.
She advises homeschool moms about materials
Doesnt blog but reads blogs, she says her time
is taken up with activity throughout the day so
doesnt get a lot of time for internet. Her home is
very well organized and her classroom set up is
ideal.
Christie liked the idea of a social network for
homeschool she suggested a curriculum based
site with real time teachers
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Personas: Rozanne Van Rensburg
User Group: Parent
47 years old
Nationality: South African
Education: Qualified as a nurse, England,
and US.
Occupation: State Nurse
Lives in Malibu, California
Married with 4 children
Strong family values
Strong faith
Attend church on a regular basis
High morals
Health conscious
Husband is head of acquisitions Coca Cola
Deryk has a PhD. in business
Rozanne has lived all over the world and traveled
extensively with Dereyks (her husband) executive
job at Coca Cola. Dereyk got a promotion in 2012
and they moved to Malibu. However, they will be
moving back to their Atlanta home summer 2015.
The family are in the high 1% income bracket,

however remain grounded in their faith. They
are very philanthropic and contribute to many
charities throughout the world.
Rozanne adapts to new cultures and living
styles, and has high educational standards.
Her children, Bethany, Micah, and Joel were
not homeschooled. They attended international
school in Greece and Austria but now attend
Pepperdine University Malibu. Josiah is the first
child to be homeschooled.
Rozanne likes the flexibility of homeschool, and
prefers to send Josiah to the neighborhood
homeschool. Her current network use is
Facebook, Pinterest, and Houzz.
Her thoughts on a homeschool social network
were positive. She thought the more resources
and homeschool support the better!
Rozanne is one of 8 siblings. All her family still live

in South Africa. She has lived in 8 countries and
is multi-lingual.
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Personas: Luke Legg and Josiah Van Rensburg
User Group: Students
12 years old
Lives in Mableton, Atlanta, Georgia. The
sub-division has a pool and a large play area
for children
13 years old
Plays baseball
Surfs
Other interests scouts, art, and

roller blading
Other Interests: fishing, kayaking, gaming
Luke is a sweet young boy who enjoys

homeschool and is very active in the community
participating in service projects, church outreach,
scouts, and baseball. He is very well mannered
and loves homeschool. He likes the way his
mother teaches and monitors progress. Luke has
a lot of respect for his parents.
During the winter school term 2015 he has
started to attend a homeschool program (Metro)
4 days a week and is excited about it. Hes glad to
have a break from his twin 9-year-old siblings.
Luke enjoys taking responsibility for tasks his
mother set for him. He likes earning money that
way!
He has restrictions regarding Internet use and
was very cautious about people saying they were
something they were not.
Lives in an upmarket ocean view gated

sub-division Malibu, California.
Very privileged
Youngest child in a family of 4
Josiah misses his friends in Atlanta and is not too
enthralled about homeschool in Malibu.
Josiah was born in Greece, and has moved around
the world with his family since he was born. He is
a strong-willed child with a quiet disposition, and
is a very affectionate child.
He loves outdoor activity. Although he lives in an
affluent environment he values the simple things
and he appreciates all he has. Josiah is very well
mannered and always says please and thank you.
He is not too keen on homeschool. He loves the
weather in Malibu because he can surf most of
the year. He is Intelligent, works hard to get good
grades, and likes computer gaming.
Luke is competitive, and strives for good grades.

He is rewarded for receiving them. He thought the
idea of having friends on the Internet was cool.
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Personas: Michael Orsman
User Group: Organization
Occupation: Attorney
Location: Washington, D.C.
Martial Status: Married
Income: $110,000
Loves: Sailing and Photography
Michael Orsman is originally from Hackensack,

New Jersey. He attended Rutgers and then onto
law school at Georgetown. He met his wife at
law school, and they have 2 sons who attended
public school in Bethesda, Maryland. Michael and
his wife choose the area because it is safe and
had excellent public education. Michael and his
wife do pro-bono work for HSLDA on the side.
During a moot court debate in law school Michael
realized that there was many complicated legal
issues for home school parents and students but
that hiring attorneys was expensive and often not
possible for home school parents.
Michael has worked with the organization for

8 years and finds the work both rewarding and
stimulating as a variety of legal issues come up in
home schooling and federal regulation.
In his spare time Michael enjoys sailing on
the Chesapeake Bay and taking amateur
photography. Michael hopes his children will go
onto practice law as he finds it a rewarding career
path.
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Personas: Mary Beth Jackson
User Group: Organization
Occupation: Superintendent of Schools
Location: Plainfield, Ct
Martial Status: Married
Income: $136,000
Loves: Dogs and Teaching
Mary Beth Jackson, was born in New Haven,

Connecticut, attended high school in Milford, and
went on to to study education at the University of
New haven. She began teaching in 1982. Then
after ten years of teaching, Mary Beth went on to
become principal, and evenually superintendent,
where she has worked for 8 years. She was
nominated teacher of the year in 1988. She is
married with 2 children in her school district.
Mary Beth is an avid reader and doglover,
her family owns 2 Boston terriers. She enjoys
vacations to Vermont in the winter, but loves the
beaches most of all in the summer. She is a great
admirer of history and the colonial period and
enjoys antiquing as a hobby.
She prefers when children are taught through her
district as she thinks its one of the best in the
state of Connecticut. She understands a parents
choice to home school but does not allow
home school children to participate in extra

circulator activities in her district. She does this
intentionally in the hopes that students will join
the district and that parents will reinforce learning
at home. She encourages parents who might
consider home schooling to start with public
school and join the PTA. She hopes that by
keeping public school sports and musical
programs separate for homeschool it will be an
incentive for the parents to send their kids to
public school and become strong board members
on the PTA.
Mary Beth feels enforcing this will over all elevate
the community creating students and parents
who can benefit from the strength of the program
overall. This allows creates more students which
means more tax dollars from the state.
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Questions for parent(s) considering homeschooling, or homeschooling less than two years
Parent(s) who have been home schooling their children less than two years
or are considering home schooling as an option.
Parents
What is your age?

How many children are in your household?
How long have you been home schooling? Or when do you plan to start
home schooling?
How and where did you start (research/register for) home schooling?
Did you get help or advice?
Is there a cost involved in home schooling? If so, how much and was it a
determining factor?
Why did you choose to home school?
How often or how much time do you spend a day home schooling?
Or how much research have you conducted?
Do you belong to a home school group? Local community, online
or both?
Tell me about homeschoolers. What is a good fit? Is this for you,
for everyone?
What advice can you give someone deciding to home school or not?
What do you wish someone told you when you started? Or cant find that
would be helpful to you or others?
If there were a social network for homeschoolers, would you continue to
use it? Or would it be primarily just for beginning research?
What would be useful information to include/provide in a social network
for homeschoolers?
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Questions for parent(s) considering homeschooling, or homeschooling less than two years // notes by CE
Interviewee 1
31-year-old stay-at-home mom with three children
Half way through second year of home schooling
Interviewee 2
6-year-old child of interviewee 1 in the first grade
She is half way through second year of being home schooled
Interviewee 3
11-year-old child of parent considering home schooling
He is a fifth grade public school student and has not been home
schooled.
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Questions for parent(s) considering homeschooling, or homeschooling less than two years // notes by CE
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Questions for student(s) homeschooling less than two years, or whose parents are considering homeschooling as an option
Student(s) who have been home schooled less than two years or whose
parents are considering homeschooling as an option.
Students
How old are you, and what grade are you in?
Tell me about your day? When do you go to school and for how long?
Where (in your home) do you go to school? Can you show me?
What do you expect from homeschool? What happens there?
What do you do in school? What subjects are you studying?
What do you like about home schooling? Do you have a favorite part of
school, favorite subject or activity?
How do you know when its time for school or (regular) time at home
for play?
Do you have rules for home school? Do you think you are disciplined
enough to do assignments on your own with your parents help
or guidance?
What do you think about an online community for home school students
like yourself?
What if you could share and do group projects with another
student online?
Are you interested in meeting other students like you; making friends?
What if its like Facebook or another social media site? Would you
be interested?
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Questions for student(s) homeschooling less than two years, or whose parents are considering homeschooling as an option // notes by CE
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Empathy map for parent considering homeschooling, or homeschooling less than two years // notes by CE
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Empathy map for student with parent considering homeschooling, or homeschooling less than two years // notes by CE
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Questions for experienced homeschooling parent(s)
Parents
Parents who have been home schooling their child(ren) more than two years.
Would you send your son to Malibu county schools?
How long have you been homeschooling your son?
Why did you pull him out of mainstream schooling?
How did you begin the journey of homeschool?
Are there good resources available for homeschool parents?
How did you start?
How long did it take before you were ready to go?
Was the syllabus costly?
Where you concerned about the responsibility of educating your son?
Did you find that lessons were quicker via the homeschool method of
learning compared to classroom environments in which your son was
initially used too?
decision to homeschool?
Did you decide to homeschool your son because of financial reasons?

How did Art and recreation become part of homeschool?
Where the children your sons age?
What was the age range of the children?
So art and recreation was addressed in this scenario?
How many days did your son have homeschool from his home base?
How were the homeschool groups classes conducted?
Did the teacher/parent improvise any?
So did you pay the parent teacher for accommodating the homeschool?
Did you pay the Crossfit and art teachers?
Did you ever feel you needed support from other homeschoolers? Did
you need a support system?
What would have made you homeschool experience better once you
moved to California?
Do you blog or Face Book anything about your experience with

homeschool; do you share lesson plans or ideas with other
homeschoolers?
Did your son enjoy the homeschool experience?
Did your Christian beliefs influence your decision to homeschool

your son?
How does this affect his online learning?
Does your son have any health problems that have influenced your
Is he involved in any team sports?

Do you know your childs learning style?
How could your homeschool experience be improved?
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Questions for experienced homeschooling parent(s) // notes by SM
Suzanne Mitchell
Week 3 Team 1
1/22/15

This interview was conducted on Skype with Rozanne Van Ransburg California who
has been homeschooling Josiah age 13 for 2 and half years.

1. Would you send Josiah to Malibu county schools?

No, we are fortunate enough to have the choice! Some people dont!

2. How long have you been homeschooling Josiah?

We homeschooled for 2 and a half years

3. Why did you pull him out of mainstream schooling?

We have always sent our children to private school, in this case we moved from
Atlanta to California and thought homeschool was a good option based on
distance of private schools, traffic and transition mid-term for Josiah.

4. How did you begin the journey of homeschool?

We did not want to expose Josiah to Malibu district schooling, private school was
an option but we chose homeschool because it gave us flexibility and control
over what our son was exposed too! Also we moved from Atlanta to Malibu
Christmas 2012! So Josiah was lifted out mid-term

5. Are there good resources available for homeschool parents?

Yes
we //wPart
ere 3.
pleasantly
surprised
Process
Book
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Usersat what was available. There are lots of
syllabuses out there to choose from, also there are COOPS that serve to connect
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Atlanta to California and thought homeschool was a good option based on

distance of private schools, traffic and transition mid-term for Josiah.


We did not want to expose Josiah to Malibu district schooling, private school was
an option but we chose homeschool because it gave us flexibility and control
over wfor
hat
our son was
exposed too! Aparent(s)
lso we m//
oved
from
tlanta to Malibu
Questions
experienced
homeschooling
notes
by ASM
Christmas 2012! So Josiah was lifted out mid-term


Yes we were pleasantly surprised at what was available. There are lots of
syllabuses out there to choose from, also there are COOPS that serve to connect
homeschool children and parents to interest groups. However, I have not seen
an interest group that would suit us as yet.

6. How did you start?

We allocated a space for Josiah, a desk, and a nook in the house.
We researched syllabus online
We walked around the neighborhood casually in the hope to find other
kids that were homeschooled
We visited neighborhood cookouts and meetings in order to network
We researched what type of syllabus was appropriate

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7. How long did it take before you were ready to go?

It took sometime to find syllabus, we eventually got set with Math, English,
Spanish, and History. As for Art and recreation this became available in the
second month.

8. Was the syllabus costly?

It was approx. $2000

9. Where you concerned about the responsibility of educating your son?

Oh, yes! This was a big decision especially after moving from Georgia to
California. We wanted to ensure that Josiah had the correct materials and a
strong support system! This would ensure success.

10. Did you find that lessons were quicker via the homeschool method of
Process Book learning
// Part 3. Defining
Network
Users
compared
to classroom
environments in which Josiah was initially
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8. Was the syllabus costly?

It was approx. $2000


Oh, yes! This was a big decision especially after moving from Georgia to
California. We wanted to ensure that Josiah had the correct materials and a
strong support system! This would ensure success.

learning compared to classroom environments in which Josiah was initially
used too?

This was the biggest advantage of home schooling! At first I was concerned
about how quick we had gotten through a math class! This could be completed
in half an hour compared to an hour lesson at Whitefield. We have more time on
our hands and far more flexibility to travel.

11. Did you ever feel you needed support from other homeschoolers? Did you
need a support system?

Yes! Again, this was a big decision and we wanted to make it work! I also was
concerned that I would feel isolated! Josiah is the youngest of 4; he has 2
brothers and one sister. One brother has graduated from Pepperdine (Joel),
Micah and Bethany are currently students at Pepperdine, they are at Sophomore
and Junior level. My husband was transferred from Coke Atlanta to Coke LA it
was a big move! Community and family are key drivers. Josiah left a network of
friends and we were praying for a new network via homeschool environment.

12. Do you blog or Face Book anything about your experience with homeschool;
do you share lesson plans or ideas with other homeschoolers?

I go on FB and look on Pintrust for ideas, thats about it!

13. Did your Christian beliefs influence your decision to homeschool Josiah?


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Absolutely, he had attended a Christian school in Atlanta, my older children all
attend Pepperdine a Christ based University, so faith based schooling was
imperative for Josiah

14. Does Josiah have any health problems that have influenced your decision to
homeschool?
No

15. Did you decide to homeschool Josiah because of financial reasons?

No

16. How did Art and recreation become part of homeschool?

After setting up, we found that there was a neighborhood homeschool, there
were 6 children meeting 3 times a week. They met in a home in our
neighborhood, the mother was a teacher; they had set up a classroom above
their garage. This scenario really helped because a qualified teacher instructed
subjects such as Algebra.

17. Where the children Josiahs age?

No

18. What was the age range of the children?

7 through 12 years old

19. So art and recreation was addressed in this scenario?

Yes, we benefited from art and history via this route! A Cross Fit trainer who
worked with the kids covered recreation! Surfing was part of this! As for art, a
retired teacher came mid week and worked on various art projects, and,
Process
Book // Part
3.hDefining
Users
discussed
art
istory. Network

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subjects such as Algebra.

17. Where the children Josiahs age?

No


7 through 12 years old

19. So art and recreation was addressed in this scenario?

Yes, we benefited from art and history via this route! A Cross Fit trainer who
worked with the kids covered recreation! Surfing was part of this! As for art, a
retired teacher came mid week and worked on various art projects, and,
discussed art history.

20. How many days did Josiah have homeschool from his home base?

One morning a week! He joined the existing group in the neighborhood 3 times a
week. He would go there Monday, Wednesday and Friday, and stay home the rest
of the week. Some days would be free!

21. How were the homeschool groups classes conducted?

Online, and lots of worksheets! Utube was used too! Also project based work as a
group

22. Did the teacher/parent improvise any?

Oh yes! It was the best of both worlds! The kids would have a schedule and
online classes were arranged around age appropriate syllabus. The parent
teacher was hands on! Especially in the case of the younger kids! The older kids
got on with their work; if they had a problem they could ask for help.

23. So did you pay the parent teacher for accommodating the homeschool?

Yes, there was a small fee, nothing compared to Whitefield (private school in
Atlanta)

24. Did you pay the Crossfit and art teachers?

Yes, we each contributed for recreation and art

Process Book
// Part w
3. ould
Defining
Network
25. What
have
made Users
you homeschool experience better once you moved
to California?

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23. So did you pay the parent teacher for accommodating the homeschool?

Yes, there was a small fee, nothing compared to Whitefield (private school in
Atlanta)

24. Did you pay the Crossfit and art teachers?

Questions
for experienced homeschooling parent(s) // notes by SM
Yes, we each contributed for recreation and art

25. What would have made you homeschool experience better once you moved
to California?

We would have liked to of been aware of a community of homeschoolers in our
district, it took us some time to get plugged in?

26. Did Josiah enjoy the homeschool experience?

Unfortunately he misses his friends a lot from Atlanta, it has took some time for
him to get established! He is not liking the homeschool system and prefers a
more structured environment

27. Is he involved in any team sports?

We are actively seeking community driven sports; similar to rec leagues we have
in Atlanta. Josiah likes soccer! He is also enjoying surfing

28. Do you know your childs learning style?

Yes! Josiah is auditory and visual learner

29. How does this affect his online learning?

As long as he can hear, see and grasp the material apart from reading
instructions online he does well! The homeschool community we now belong to
systematically go through the syllabus but additional support from the
teacher/parent really cements learning. The beauty of this environment is that
lessons are tailor made for your child! We didnt get that at Whitefield! So in
some ways its a better way of learning.

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30. How could your homeschool experience be improved?

I am a concerned about online environments, they must be monitored! There is
nothing like having a book in your hand! Online literature is difficult to learn
from especially if your child is an auditory and visual learner like Josiah.
Lessons have to be animated for him to grasp concepts. Therefore, a program
that includes live chat from real time teachers plus clear readable syllabuses is
imperative. Further, the site must be community based, that connects districts.
This way one would know who was home schooled in their area. Further,
licensing and parental supervision on a large scale would improve standards,
give more accountability to students and increase credibility of homeschooling
for all ages.

This interview was conducted in person with Christie Legg in Atlanta who has been

homeschooling
her children for 7 years. Luke is 12, Amy and Kate (twins) age 9, plus
a 6-month enfant.

1/23/15

1. Would you send your children to Cobb county schools?

st
No, we decided to homeschool Luke when he was in 1 grade at Whitefield.

2. How long have you been homeschooling Luke?

I have homeschooled for 7 years

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1. Would you send your children to Cobb county schools?
No, we decided to homeschool Luke when he was in 1st grade at Whitefield.

2. How
long have you been homeschooling Luke?
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Wall
I have
omeschooled
for 7 years parent(s) // notes by SM
Questions
forhexperienced
homeschooling
We initially sent Luke to Whitefield (a private Christian school) so we have

not considered public school as an option for our children.
4. Why didnt you consider public school as an option?
The schools in Mableton are terrible, we would have to move house to get in a
good school district. And even in that situation we want to have more control
on what are children are been exposed too
Lukes first grade teacher knew we were struggling with the cost of private
school; this was at the height of the recession. Additionally, Luke wasnt
adjusting to classroom environments like the other kids! I had worked
independently with him at home and he thrived. His teacher mentioned to me
that she thought Luke was a great candidate for home school. This planted a
seed but we continued to keep Luke in the school for another year. Then I
became pregnant, and we decided that we would take the homeschool option.
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We were astounded at the resources available

7. How did you start?

I am very organized and systematic! I already had a space in our home we were
using to work with Luke. Research was intense at first because I wanted to be
sure I wasnt missing anything.

8. How long did it take before you were ready to go?

It probably took me about 3 months to find materials I was happy with. Age
appropriate syllabus that I liked took me some time to find. However, I now
understand whats out there and continue to add to what I have.

9. Was the syllabus/curriculum costly?

You can find new syllabuses for approx. $2000, however there is no need at all to
spend that type of money. I pay around $400 for lightly used curriculums. I have
got better about sourcing, and now I can find free resources that are really good
via the Internet. The Amish have an amazing grammar program for example. At
first I wasnt aware of this but you can download for free!


Yes for sure! It can be daunting at times! At first I was worried that I wasnt
been thorough enough! It took me some time to realize I was completing to do
my list; its just that sessions are shorter because of one on one teaching. In a
classroom there could be 20 kids or so! That takes a lot of time and
management for the teacher.

Process Book
// Part
3. Defining
Network
Users
11. Did
you
find that
lessons
were quicker via the homeschool method of
84

Yes for sure! It can be daunting at times! At first I was worried that I wasnt
been thorough enough! It took me some time to realize I was completing to do
my list; its just that sessions are shorter because of one on one teaching. In a
classroom there could be 20 kids or so! That takes a lot of time and
management
for the thomeschooling
eacher.
Questions
for experienced
parent(s) // notes by SM

learning compared to classroom environments in which Luke was initially
used too?

Yes, there is a lot of free time after intense classes like math or grammar! I try to
do fun projects that the kids can work on independently after that. Or, I will take
them to the grocery store and have them help we shop! All of this is part
learning!

12. Did you ever feel you needed support from other homeschoolers? Did you
need a support system?

Yes! I have a network of friends in my neighborhood; we also meet
independently to discuss homeschool issues. Some days even now after 7 years I
struggle a little! It becomes very tiring! Especially, after having the baby! I also
have a group of homeschooling friends at church, we have formed a coalition,
and this helps a lot.

13. Do you blog or Face Book anything about your experience with homeschool;
do you share lesson plans or ideas with other homeschoolers?

I am not a blogger but I do read blogs! I do use Pintrust and sites like that to get
ideas on fun projects. My main communication line is with homeschoolers that
are in my vicinity, we share ideas, ask questions relevant to our daily schedule.

14. Did your Christian beliefs influence your decision to homeschool your
children?

Yes

15. Do your children have any health problems that have influenced your

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ideas on fun projects. My main communication line is with homeschoolers that

are in my vicinity, we share ideas, ask questions relevant to our daily schedule.

14. Did your Christian beliefs influence your decision to homeschool your
children?

Yes

15. Do your children have any health problems that have influenced your

No, and I have very strong views about medicating a child to enable educational
performance and success! It would be interesting if some of those children were
put in a homeschool environment whether their attention and performance
would be increased! Large classes and distraction go hand in hand!

16. Did you decide to homeschool because of financial reasons?

Yes 18.
this
wyas
a tdeach
etermining
factor!
Do
ou
all subjects
to your children?

I did when Luke was younger but now Luke is older he participates in a church
17. How did
rt and rcecreation
ecome
art of hsomeschool?
homeschool!
A A
teacher
overs the bm
ore dp
ifficult
ubjects in a classroom setting;
this year he goes 4 days a week to Metro, a church homeschool, this is a
I
enjoy working
on a rt projects, or downloading Utube for craft ideas!
classroom
setting.
Recreation
i
s
c
overed
through extra-curricular activity, rec league, Scouts and

team
are cvhildren
ery much
part of oin
ur
family
life apart from homeschooling. I
19.sports
Do other
participate
this
environment?
also
h
ook
u
p
w
ith
h
omeschool
m
oms
i
n
m
y
n
eighborhood;
we go on field trips

and
t
he
l
ikes
t
ogether.

Yes its a great set-up, 8th grade through 12th


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So ages are from 12-18, its a college prep type of set-up!

21. What subjects are taught?

English, math, science, history, Spanish and art!

22. Is there are charge for this?

Yes! Its about 1300 a year!

23. In
this 3.setting
they offer
honor type classes?
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// Part
Definingdo
Network
Users

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So ages are from 12-18, its a college prep type of set-up!

21. What subjects are taught?

English, math, science, history, Spanish and art!

22. Is there are charge for this?

Questions
for experienced homeschooling parent(s) // notes by SM
Yes! Its about 1300 a year!

23. In this setting do they offer honor type classes?

Yes some kids are assigned more difficult lessons similar to school
environments. Honor classes are important especially when applying for college

24. How are your homeschool group lessons taught?


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Curriculum based, worksheets, some Internet, a lot of energy on my part is

put in to a weeks classes
25. Initially, what would have made you homeschool experience better?
Connecting with other homeschool children and parents would have been a
great help at the start
26. Do your kids enjoy the homeschool experience?
Yes
27. So your family are involved in team sports?
Yes
28. Do you know your childs learning style?
Yes, auditory and visual learners.

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27. So your family are involved in team sports?
Yes
Defining
Network Users
Working
28. Do yWall
ou know your childs learning style?

Yes, auditory and visual learners.
Because I am very involved in lessons from beginning to end my children have

no problem retaining information!
30. How could your homeschool experience be improved?
A program that provides curriculum and community online would be would

be a great option! Teacher support, energetic instruction and a community of
homeschoolers connecting with each other, a virtual class! Parents should be
included and sharing about what works for them and what doesnt would be
a helpful option. Licensing and safety is imperative, no parent want their
children to be exposed to predators via Internet based classes!


88

Working Wall
Empathy map for experienced homeschooling parent(s) // notes by SM
Suzanne Mitchell / Team 1

Established Homeschoolers

89

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Questions for experienced homeschooling student(s)
Students who have been home schooled more than two years.
Students
What do you like about homeschool?

What dont you like about homeschool?
Do you like learning via computer-based literature?
So you understand the lessons and you are retaining information?
What would make it a better experience?
Do you have more time now you are homeschooled?
Are you tested on a subject before moving on to the next subject?
So you think if you went back to a normal school environment you would
be able to keep up with you classmates academically?
Would you like to communicate with classmates online?
What would improve your homeschool experience?
90

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Questions for experienced homeschooling student(s) // notes by SM

This interview was conducted on Skype with Josiah Van Rens Burge

Age 13

Parental permission was granted to carry out interview:

1. What do you like about homeschool?

I enjoy surfing
Its cool not going into school in the morning
Lessons are shorter
No school uniform

2. What dont you like about homeschool?

I miss my school friends a lot
I miss going to school Basket Ball games
I think being in a classroom with boys and girls my age is something I like
about going to school! I just dont have that in my homeschool

3. Do you like learning via computer-based literature?

I dont mind the on-line classes! I find them easier! The stuff I get stuck on, I
just ask mom or my homeschool teacher.

4. So you understand the lessons and you are retaining information?

Yes

5. What would make it a better experience?

Fun animations!
More kids to hang out with
91

3. Do you like learning via computer-based literature?

I dont mind the on-line classes! I find them easier! The stuff I get stuck on, I
just ask mom or my homeschool teacher.

4. So you understand the lessons and you are retaining information?
for experienced homeschooling student(s) // notes by SM
Questions
Yes

5. What would make it a better experience?


Working Wall
Fun animations!
More kids to hang out with

Getting awards
Having a school team
Chess teams
6. Do you have more time now you are homeschooled?
Yes! I like to surf; mom enrolled me in a surfing team. I can spend the
afternoon or the morning on the water some days
7. Are you tested on a subject before moving on to the next subject?
Yea! Its just like regular school, we get tests, exams and all of that stuff!
The only difference is that our school day is shorter
8. So you think if you went back to a normal school environment you would be
able to keep up with you classmates academically?
I think-so!
9. Would you like to communicate with classmates online?
92
Yea! Its just like regular school, we get tests, exams and all of that stuff!
The only difference is that our school day is shorter
Defining
8. So you Network
think if you went Users
back to a normal school environment you would be
able Wall
to keep up with you classmates academically?
Working
Questions
for experienced
homeschooling student(s) // notes by SM
I think-so!

9. Would you like to communicate with classmates online?
Yea! I guess so! I play online games still with my friends in Atlanta! It
would be like having virtual friends right?
10. What would improve your homeschool experience?
Going to class with my friends
Having school sports were you compete

Being awarded for good grades
More people my age

93

Working Wall
Questions for organizations (HSLDA - Home School Legal Defense Association)
HSLDA
PUBLISHERS
Organizations
GOVERNMENT
LOCAL GROUPS
Home School Legal Defense Association is a nonprofit advocacy

organization established to defend and advance the constitutional right
of parents to direct the education of their children and to protect family
freedoms. Through annual memberships, HSLDA is tens of thousands of
families united in service together, providing a strong voice when and where
needed.
Why isnt there a federally mandated policy on homeschooling?
There is a large discrepancy between state regulations, what is your
feeling regarding this matter?
State with High Regulation? (RI., MA. PA. NY. PA.)
Why would a state require no notice?
What is the difference under Home School Law or Private School Law?
Does a parent consider how homeschooling will affect what colleges
they apply for or will they be eligible for financial aid such as FAFSA?
Why do you work towards the prevention of federally regulating
homeschooling?
Are you concerned about the quality of education? Particularly in states
with no or low state regulations?
What are some examples of success stories or failures with
homeschooling?
What percentage of homeschoolers go onto college or post college/
graduate education?
How many homeschooled students play a sport or extracurricular activity
outside the home school environment? (looking for percentages)
How many cases of neglect or abuse do you see in home-schooling
situations?
94

Working Wall
Questions for organizations (HSLDA - Home School Legal Defense Association) // notes by JB
Questions for HSLDA
Home School Legal Defense Association is a nonprofit advocacy organization
established to defend and advance the constitutional right of parents to direct
the education of their children and to protect family freedoms. Through annual
memberships, HSLDA is tens of thousands of families united in service together,
providing a strong voice when and where needed.
Important Notes:
HSLDA is an organization where all members are Christian though they help
anyone who home schools.
States with High Regulation (RI., MA. PA. NY. PA.).
States with no regulation, Texas, Oklahoma, Alaska

They have a documentary on Youtube called, building the machine.
Interviewee (telephone): Michael

1. What are some of the biggest problems or challenges homeschool parents are
coming to you with?

A lot of people call us with problems where a case worker has shown up
at their home claiming they are doing something to a child that they
are not. So most issues are when a case worker comes to their door.
Other questions are how do I maintain record keeping, or my high
school diploma isnt being accepted.
2. Do you have problems with people accepting home schooled diplomas?

It varies state by state, we had some problems in Ohio, the weirdest is
cosmetology school, they are very stingy about accepting home school
diplomas.
3. Why isnt there a federally mandated policy on homeschooling?
95
1. What are some of the biggest problems or challenges homeschool parents are
coming to you with?

A lot of people call us with problems where a case worker has shown up
at their home claiming they are doing something to a child that they
are not. So most issues are when a case worker comes to their door.

Working Wall
Other
questions(HSLDA
are how
do I School
maintain
record
keeping,
or my high
Questions for
organizations
- Home
Legal
Defense
Association)
// notes by JB
school diploma isnt being accepted.
2. Do you have problems with people accepting home schooled diplomas?

It varies state by state, we had some problems in Ohio, the weirdest is
cosmetology school, they are very stingy about accepting home school
diplomas.
3. Why isnt there a federally mandated policy on homeschooling?

We feel that a parent knows their child better than the government and
that there should be no federal regulations regarding a parents right to
educate their children.
4. How do parents stay current about what to teach their kids to be getting
jobs?

We have high school consultants that will answer parents questions, its not
really my department but Id imagine they get a lot of questions about what
to teach to for up and coming employment fields.
5. What is the difference under Home School Law or Private School Law?

Some people in some states are home schooling under the private school law,
it varies
6. What percentage of homeschoolers go onto college or post college/graduate

education?

I dont have the numbers but check out the national home education research,
nheri.org

7. Are public sports for home schoolers an issue?
Yes, it happens all the time, where we are in Va. It is not allowed and there is a
debate with within legislation to allow home schooling to play. We do not handle
this issue as our attorneys are split on the matter. One of the issues that arises is
Process Book
Defining
Network
Users
that //if Part
the 3.
home
school
student
is better than the public school student they may
96

Some people in some states are home schooling under the private school law,
it varies

Defining
Network Users
6. What percentage of homeschoolers go onto college or post college/graduate
education?

Working
Wall

I dfor
ont
have the numbers
but - cHome
heck oSchool
ut the nLegal
ational
home eAssociation)
ducation research,
Questions
organizations
(HSLDA
Defense
// notes by JB
nheri.org

7. Are public sports for home schoolers an issue?
Yes, it happens all the time, where we are in Va. It is not allowed and there is a
debate with within legislation to allow home schooling to play. We do not handle
this issue as our attorneys are split on the matter. One of the issues that arises is
that if the home school student is better than the public school student they may
not be choosen for the time.

It various state by state, Florida allows it and that is how we have Tim Tebow.
Home schooling was popular in the 60s and seen as a crunchy granola sort of
thing. But its becoming more main stream. Will Smith homeschools his children,
the inventor of the occulus rift was home schooled. Bethany, the surfer who had
her arm bit off by a shark was home schooled.

8. What kinds of problems do you see homeschoolers and home school parents
facing other than case worker visits? It seems like a lot of people do home
schooling for religious reasons, what are you seeing?

During the late 80s and early 90s we say a lot of people do it for religious reasons.
Va. Is the only state where you can do it for religious reasons. We see a lot of
African Americans pulling their students out in poorer districts, we see Hispanics
doing it to preserve culture. A lot of people are doing it because of common core.

What is common core?

Common Core is a national set of standards across public schools, the motto is
college and career ready, some people feel that is trying to homogenize kids. Its
supported by the Gates Foundation.

97

Working Wall
Empathy map for organizations (HSLDA - Home School Legal Defense Association) // notes by JB
98

Working Wall
Questions for organizations (local superintendent and former principal in Connecticut)
Local Superintendent of Schools
PUBLISHERS
How do you view home schooling?

Does it help the overall system or create conflict?
Organizations
GOVERNMENT
Do home schoolteachers report to you?

What is the percentage of home-schooled students in your district?
Are they subject to the same state testing as public schools?
LOCAL GROUPS
Are home school students permitted to try out for sports?
99

Working Wall

for Former and

Prinicpal
in principal
Ct.
Questions for organizations Questions
(local superintendent
former
in Connecticut) // notes by JB

1. Do home schoolteachers report to you?

Home school parents were required to make an appointment once a year, usually in
June to present a curriculum.

2. How did they present?

Most of the presentations were journals on what they were teaching.

I would sign off on what they would provide and report to the superintendent as
required.

3. Does it help the overall system or create conflict?

No there was no conflict, we really never had any issues at the elementary school level,
at the high school level we had problems because the students wanted to participate in
sports at the public schools. We had big legislative debate in my district in regards to
this. Ultimately it was ruled a no, because of insurance issues. There were too many
issues if the bus carrying the student was in an accident, and with field trips and
practices. Ultimately it came down to insurance liability.

I had a colleague who home schooled her 4 children and she said they have a group in
her community and they meet for socialization, physical education, musical groups,
etc. Its come a long way since I was principal.

4. What is the percentage of home-schooled students in your district? What was
your opinion of them.

Home schooling is more accepted. We had 3 families in my district and back then
frankly they were a little weird.

5. Are they subject to the same state testing as public schools

They did come in for 3rd and 6th grade state testing.
100

Working Wall
Empathy map for organizations (local superintendent and former principal in Connecticut) // notes by JB
101

Working Wall
Research // Homeschool Info Session flyers
Debunking the Myths

Homeschooling High School
*denim jumper not required
Do these concerns run through your mind?

Theyll be un-socialized.
Im not smart enough to teach them.
Theyll never get into a good college.
What about the SATs?!?
I cant handle their hormones!!!
Ignore the naysayers
and join us to find out why
home schooling high school
is THE option for you.
METRO ACADEMIC STUDIES
Monday, January 26, 1:00 pm, Rm. 615
or
Wednesday, January 28 at 1:00 pm, Rm 610
*We will have a great
discussion
and a lot of fun,
but theres no need to be
concerned.

When it comes to
high quality education,
we are serious!
http://www.metroacademicstudies.com/
Metro Academic Studies

***Open House***
January 26 & 28
(Monday &Wednesday)
9:00 am- 4:00 pm

6th Floor, The Church of The Apostles
3585 Northside Pkwy., Atlanta
Hear about our NEW classes for 2015-16
Attend our informational meeting on
Home Schooling High School at 1 pm (see attached
flyer)
Please RSVP to ljheydt@gmail.com and
Visit our website at metroacademicstudies.com
102

Working Wall
Participatory Observation and Research // Homeschool Info Session flyer and handouts
(Above) Information request form. (Below) Fleece scarf giveaway.
103

Working Wall
Participatory Observation and Research // Homeschool info session materials collected and notes
Brochure published by
Homeschool Now USA
front and back cover
104
105
106
Building a Social Network // Part Process Book // Part 3. Defining Network Users 1
107
108
109
This helped us understand that legislation is

different for each state, as well as what the
HSLDA can do for homeschooling families.
HSLDA info sheet (front)
110
HSLDA info sheet (back)
111
Example of how and what community homeschool

groups share event information. It also gave us
some insight on the variety of activities available
to homeschoolers outside of each familys
planned activities for learning and socialization.
Lawton/Ft. Sill Homeschool

Association 2015 Spring
Workshop schedule page 1
112
Lawton/Ft. Sill Homeschool

Association 2015 Spring
Workshop schedule page 2
113
114
115
116

Working Wall
Mapping Out User Analysis and Conclusions
117

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Mapping Out User Analysis and Conclusions
Each of our user groups cannot exist
independently without interacting with one
another at some time.
New homeschoolers rely on the advice of
experienced homeschoolers, whether through
social media, blogs, or word-of-mouth, and need
materials from publishers. They are also required
to research within their own states for regulations
with regard to home schooling.
Experienced homeschoolers are always
conducting research. As their childs needs
changes, so to does therir curriculum. They may
find that one method does not work for their
child, or that they need two different plans for
multiple children in the household. They too
look to publishers for reviews, government for
regulations and local groups for support.
Publishers need the homeschoolers in order to
keep up with the demand for material and vice
versa. Government seek public opinion. Local
groups like co-ops need members to assemble
and share resources.
118

Working Wall
Marketing Strategy Idea Notes

Week 3-4 Homeschool social network-Suzanne Mitchell
Document and share user analyses, insights-
Home school students do exceptionally well when compared with the nationwide
average. In every subject and at every grade level of the The Iowa Test of Basic
Skills (ITBS) home school students scored significantly higher than their public and
private school counterparts (Figure 1).

Figure 1
Demonstrated achievement is conservative because homeschool students who are
enrolled in grade levels higher than their age, for example a 10 year old who is
attending 5th grade and should be in 4th grade is compared with 5th grade kids not
4th grade.

Stats on homeschooling;
Scholastic achievement and demographic characteristics of homeschool students

1998: http://www.hslda.org/docs/study/rudner1999/Rudner4.asp
Why is homeschool succeeding?
Families are strong

Income is relatively high
Marriages are intact
Dedication to education is strong

Figure 1
4th grade.

Process
// Part 3. Defining
Network
Figure 1Book
: * Developmental
Standard
Score Users
(DSS) is the test publishers (Riverside)
scale used for public, private, and home school students to describe each students

Figure 1: * Developmental Standard Score (DSS) is the test publishers (Riverside)
location on an achievement continuum that spans grades K through 12. The DSS scale
119

Working Wall
varies by subject area. Scale capped at 300 because differences at the top are
inappropriately exaggerated.

varies
by subject area. Scale capped at 300 because differences at the top are

inappropriately
exaggerated.
Graph 1 demonstrates achievement is conservative because homeschool students
who

are enrolled in grade levels higher than their age, for example a 10 year old
Graph 1 demonstrates thachievement is conservative bth
homeschool students th
grade
is compared with 5 grade
who is attending 5 grade and should be in 4 ecause
who are enrolled
in grade levels higher than their age, for example a 10 year old
th

g
rade.

kids
n
ot
4
th
th
who is attending 5 grade and should be in 4 grade is compared with 5th grade
not 4th grade.
kids
Why are homeschool students enrolled in one or more grades above their age
Why
are homeschool students enrolled in one or more grades above their age
level?
level?
Each student is able to progress at his or her own rate; mastery of a subject is
Each student is able to progress at his or her own rate; mastery of a subject is
dependent on a childs ability. Once they have finished they can move on to the next
dependent on a childs ability. Once they have finished they can move on to the next
level wwhereas
hereas
a classroom
environment
one
aits
till the
is ove
ready to move
level
in ain
classroom
environment
one waits
till wthe
teacher
is treacher
eady to m
on.
on.

What
ercentages
of co
hildren
are enrolled
in grades
age
level? age level?
What pp
ercentages
f children
are enrolled
in agbove
rades
above
On
basis
24%

On aa n national
ational
basis
24%

Figure 1
Figure 1 achievement is conservative because homeschool students who are
Demonstrated
Demonstrated
chievement
is ctheir
onservative
because
who are
enrolled
in grade a
levels
higher than
age, for example
a 1h
0 omeschool
year old who situdents
s
th g
th grade
enrolled 5in
grade
rade alnd
evels
higher
their
ge, for ew
xample
10 kyids
ear
old who is
should
be in t4han
is caompared
ith 5th ga
rade
not
attending
th grade.
4
attending
5th grade and should be in 4th grade is compared with 5th grade kids not
4th grade.

Figure 2: * Other includes all those enrolled more than 2 grades ahead or more than
1 grade behind.
Figure 2: * Other includes all those enrolled more than 2 grades ahead or more than
1 grade behind.
On
average, home school students in grades 14 perform one grade level higher
than
their public and private school counterparts. The achievement gap begins to

widen
in grade
5; bsy
8th gsrade
the ian verage
chool student
performs
our
On average,
home
chool
tudents
grades h1ome
4 pserform
one grade
level hfigher
grade
l
evels
a
bove
t
he
n
ational
a
verage
(
Figure
3
).
than their public and private school counterparts. The achievement gap begins to
widen in grade 5; by 8th grade the average home school student performs four
grade levels above the national average (Figure 3).

Figure 3: * Grade Equivalent Scores (GES) are a reference point for interpreting DSS
scores. A GES approximates a childs development in terms of grade and month within
grade.
A DSS composite
scoreare
of 170
can be viewed
as interpreting
the typical DSS
Figure(For
3: * example:
Grade Equivalent
Scores (GES)
a reference
point for
DSS
score
students in the
ninth month
of the second
grade
or a GES
score of
2.9.)
scores.earned
A GESbyapproximates
a childs
development
in terms
of grade
and month
within
grade. (For example: A DSS composite score of 170 can be viewed as the typical DSS
score earned by students in the ninth month of the second grade or a GES score of 2.9.)
Do we have information regarding scholastic achievement of children who
have been home schooled their entire academic life?
Do we have information regarding scholastic achievement of children who
Yes!
how shchooled
omeschooled
have the hlife?
ighest scholastic achievement
have Fbinding
een hsome
their cehildren
ntire academic
compared
to private and public school kids. As seen in figure 4 this becomes more

prominent
in shhow
igher
grades.
Yes! Finding
homeschooled
children have the highest scholastic achievement
compared to private and public school kids. As seen in figure 4 this becomes more
prominent in higher grades.
120

Working Wall
Figure 4: * Scale capped at 300 because differences at the top are inappropriately
exaggerated.

Additional differences among home school students were found including:

Differences were also found among home school students when they were classified
by
Amount of money spent on education
Family income,
Parent education, and
Television viewing

Conclusively, home school students in every category scored significantly higher
than the national average.
121

Working Wall
Figure 5: * Composite Percentile Score refers to the percentile corresponding to the
mean composite scaled score.

Figure 6: * Composite Percentile Score refers to the percentile corresponding to the
mean composite scaled score.

Differences among home school students classified by gender
No difference found according to whether or not a parent was certified to
teach
Suggests that teacher certification requirement does not effects students
achievement
Identify an audience through the creation of user profiles-

New Homeschoolers
Experienced Homeschoolers
Organizations
Current private schooled children-The cost to send your middle school child to
Whitefield Academy Atlanta is approximately $21,000.000. After visiting Metro
Homeschool and listening to parent questions I believe we could attract private

school and public school students and their parents. According to the study on
homeschool and the stats available it is evident that children who are home
schooled have a strong academic standing an have increased scholastic

Week 3-4 Homeschool social network-Suzanne Mitchell
Document and share user analyses, insights-
Stats on homeschooling;
Scholastic achievement and demographic characteristics of homeschool students

1998: http://www.hslda.org/docs/study/rudner1999/Rudner4.asp
Why is homeschool succeeding?
Families are strong


Figure 1
4th grade.

achievement compared to public and private schools.
Metro homeschool has a broad variety of subjects, athletics and community

outreach. Approximate cost to use this option and facility in a homeschool
environment cost $1300 a year for a middle school age child!
Marketing strategies: See diagram 1
Team 1 suggests the launch of a social network for homeschoolers. The current
costs of private school education compared to homeschool is immense.

Figure 1: * Developmental Standard Score (DSS) is the test publishers (Riverside)
location on an achievement continuum that spans grades K through 12. The DSS scale
122

Working Wall
Organizations
Diagram 2/Strategy Ideas
connect with
church
groups

Build
relationships
with daycare centres

Community
driven
marketing

Sports
leagues

Reach out to
H/S kids
with a
recreational
activity

Core group of
homeschoolers

Connect with
neigborhood
groups

Email
catchment

Build relationships with Bursars of private schools and educational institutes

to offer an alternative solution for families struggling to pay fees. In addition
reach out to daycare and kindergarten centers for graduating students.
Network via these channels and build on this information. Get involved in
community gatherings, concerts on the lawn, and family night at the pizza
shop. Make flyers to give out in these areas

Homeschool Social Network Services and Solutions for prospective users:

Quality education for people who cannot afford traditional private school
fees

Offering options to existing private school parents who encounter financial
difficulty and dont want their kids to go to public

Accelerated learning opportunities for parents who want their children to

work at a faster pace compared to both private and public schools
We offer homeschool moms a structured approach to educating their kids
We provide a network to like-minded groups of parents who prioritize
learning
We connect our homeschool net work to other parents and children who are
homeschooling in their community

After research build a program that offers excellent academics, social connections
and accredited awards:

Advertise the benefits of homeschooling

Promote academic excellence through homeschool programs

Show the stats on home schooled children compared to public and private
schooled children

Connect with them on a personal level at first; some of these people are
passionate about what they do and want the very best for their children

Incentivize them with access to knowledge or resources

Work out ways to increase efficiency for the homeschool mom

Show the benefits to working with other students/online classrooms

Marketing strategy

Offer free trials/resources curriculum cause intrigue and excitement about
the social network for homeschoolers!

Start on a regional basis

Advertise in local newspapers ask potential users to sign in, capture their
info and send them information via email

123

Working Wall
How do we reach these user groups? Where do they

congregate, socialize and gather information? What do
they want out of a social network?
Parents
The majority of homeschool parents are college-educated, not
technologically handicapped, and active on social media sites like Facebook
and Pinterest. They spend a lot of time researching blogs, publishers of
curriculum, but there is currently no place that has a comprehensive list of
reviews. Homeschoolers are stuck testing and trying varioius models for
homeschooling, and theres no way to try before you buy.
Sponsored Ads on Facebook and homeschooler blogs will reach these users.
Build a curriculum review site/app that users that belong to the network can
thumbs up, thumbs down, add stars and detailed reviews.
Users can create profiles and be put into a database organized regionally.
They can also indicate whether or not they belong to a specific, or multiple,
homeschool groups in their area.
Students
Message boards and discussion forums for students can be organized at the
local level, state or even across states.
Offer and provide short quizzes for parents and students to figure out what
their learning style(s) is/are then match it up to the curriculum most suited
for the student.
Organizations
Home school co-ops and groups can port their existing Facebook groups into
the network to avoid duplication of profiles. This will also negate the need for
multiple sign up and passwords for them to remember.
A page for each state and regulations will be set up. Members of the
government can be invited to post updates to any changes in the law or
regulations with regard to home school, testing and the like.
Publishers of curriculum are invited to share their materials and resources.
Perhaps they can give incentives for members with coupon codes to join
the social network and receive discounts, or be offered try before you buy
samples of curriculum before being deeply embedded.
Reviews made by users will also incentivize publishers to keep up with the
needs and demands of the ever changing landscape of education in the
home.
Invite local sports teams to join the network and invite homeschooled
students.
Create a safe social media space for children who are homeschooled. Their
parent first must be a member, and the children would be members under
their parents account.
124
Part 4. Competitor Research and Analysis
Process Book // Part 4. Competitor Research and Analysis
125
OakmeadowKey Partners
Homeschool
Customer
Key
RelationPartners
ships
Key
Activities
Customer
Segments
Key Partners
Cost
Structure
Revenue
Streams
Value
Propositions
Key Activites
Universities
and Colleges
N.East U.S.
Grade
Schools
N.East U.S.
Customer Relationships
Customer Segments
Education
Quality
Education
Parents
Trust
Grade
School
Children
Distance
Learning
Flexible
Learning
Children
Established
HighSchool
Curriculum
K-8
High School
International
India
China
Business Model Canvas
Value Propositions
Key Resources
Licenced
Resedential
Therpeutic
School N.E
Oak Meadow School
Distance
Learning
Channels
Parents
K-8th GradeHighschool
Teacher
Support
Website
Expert Guidance
International
Students
China
Internet
based
curriculum
Orphanage
India
Cost Structure
Single
Semester 5
months
Revenue Streams
Full Year 10
Months
Sell Distance
Sell Books
Learning via
Via Website
Curriculum
T-Shirts and
Accesories
126
Who, What,
Where,
When, Why,
How
Key Partners
Press and
Media
Named Top
Site 2014 by
homeschool.
com
Compass
Learning
Odyssey
Categories
Detail 1
Time4Learning.com
Detail 2
Key Activites
Value Propositions
Lessons
Forums
Having good
content
Platform/
Network
Games
Key Resources
Human
Parents
Brand
Automated
Services
Lessons and
curriculum
Multi-sided
Used as an
enchancement or
replacement for
public shcool
Online
Community
Online forum
and help
desk.
Homeschooling
parents
What if other
parents
graded the
kids work?
Channels
Programmers
Online
Need fresh
content for
at home
learning
Automated
Lesson and
chat forums
Teachers
and content
providers
Cost Structure
What if they
Cost-driven
Per student/ charged for
w/Variable
Per month 3 years with
Costs
up grades?
Customer Segments
Affordibility and
convenience
Computers
Teachers
and
Programers
Special
needs kids
Parent to
Parent forums
What if kids
could rate the
lesson plans?
or parents?
Revenue Streams
What if they sold

special content for
special interests?
Fixed
Menu
Pricing
List
Price
What would
a parent pay
Free demos
for a better
add on?
127
Competitor Research and Analysis

Curriculum Providers
Analysis, strengths and weaknesses compared between Oak Meadow School and Time 4 Learning
Comparison between two curriculum
providers: Oak Meadow School and
Timer 4 Learning
What are the fundamental similarities
and defining differences that set each
site apart?
Structured curriculum learning environment.
Affordable.
Accredited program.
Takes Advantage of todays technology and

the internet.
Professional teachers develop curriculum.

Established over 35 years sustainable
product.
Testimonials.
Which model is the strongest and which

has the least potential for long-term
success?
International reach.
Support an orphanage in India.
Curriculum complies with states standard
based regulations.
Can increase achievement level if desired.

Provides Alternate answers to questions to
increase learning.
Online Forum for parents.
Trial demonstrations for lessons.
Scheduler for activities.
Time 4 Learning
Expensive.
You get a greater span of subjects in

public school.
Key focus is on products and services not

building a network.
Education platform that is driven by sales.
Detailed reporting system (tracks the kids

without having to look over their shoulder).
Oak Meadow School
Dated website.
Weaknesses
Oak Meadow has been in business for 35

years so they have a proven track record
for success. However, Time4learning was
rated number one by homeschool.com.
Time4learning has the option of moving
ahead at the students pace where Oak
Meadow does not. While Oak Meadow
clearly has a strong record, it would seem
that Time4Learning is making great
strides based on gaps and weaknesses in
Oak Meadows curriculum.
Time 4 Learning
High standards.
Strengths
The fundamental similarities of both sites

is that they provide a broad curriculum
and organized structure for learning.
Neither provide social interaction or
physical education for students. What
makes sets them apart is cost, technology
and the ability for parents to interact with
each other.
Oak Meadow School
Focus on individual learning opposed a

group network.
No mention of students and parents being
able to speak with one another.
Art is a bonus.
No social interaction.
No physical education.
No diversity of people or experience,
homogenous experience.
Limited selections.
Limited functions of a social network.

Students pay for interaction with teacher.
128

Curriculum Providers
Analysis, opportunities and threats compared between Oak Meadow School and Time 4 Learning //
What could we do to bolster the
weakest models design?
However Time4Learning does not make

any claims to be complying with state
based standards like Oak Meadow. If
Oak Meadows wanted to compete more
directly they could offer a smaller package
at a lesser price to be more competitive
fiscally. They could also allow students to
progress at their own pace.
Threats
What are our recommendations for

improvements?
To increase content and the variety of
content, and include subjects like home
ec., arts and P.E. activities. Introduced
specialized topics within broader subjects
like classic literature, 18th century etc.,
that go deeper into specific subjects can
be sold as an a la carte services based
on the students preferences. They could
also offer some kind of recreational
activity, competitive sports, chess club, or
community outreach.
Time 4 Learning
Improve website to make it more interactive

to give a richer experience to the students.
Greater subject matter, home education,

physical ed., computer programing.
Offer structure to parents, work sheets,

interaction with teachers and students via
social network.
Speak with college recruiter.
Oak Meadow could network with their people/

children and parents and teachers.
Opportunities
Time4Learning has gained market share

by being both more affordable and
allowing students to progress at their
own pace. If Time4Learning wanted to
further their offering they could provide
content and activities that focus on social
interaction and physical education.
Oak Meadow School
Guidance counselors.
Good for special needs can, expand services
for this.
Introduce funding and support from

educational, recreational and charity
organizations.
Have a presence in local districts.
Oak Meadow School
Time 4 Learning
Organizations like Edex.org who offer free

online education for college level students
starts producing courses K-8th.
Other sites with more content, instructional

videos.
Improved offerings from other homeschool

competitors that could move into their space.
Hard to gage if the subject matter is enough

to get into good college.
If they lost accreditation.
Not accredited.
Change in legislation.
Parents need alternative teaching plans.
No online forum for students.
The creation of a more animated site that

offers Utube type of educational experience.
129
Who, What,
Where,
When, Why,
How
Categories
Key Partners
Apologia
Educational
Ministries
Classical
Conversations, Inc.
All 3 are
founding
board
members
Faith based
curriculum
publishers
Materials
and events
for users
to host
Key Resources
500+
Distribution Homeschool
Channels
Organizations
Through
curricula
Publishers
and HSLDA
Value Propositions
HS Info
Network
resource
management
material
among orgs
production
Event
planning/
programming
Homeschool Now USA
Detail 2
Key Activites
Joint
Ventures
HSLDA
Detail 1
Board
Members
One-stop
shop for
everything
Marketing
tools for
homeschool
orgs
FAQs about
homeschooling
Users find
them and
read info
online
Users
Users downrequest print
load PDFs
materials
from Web
via email
Channels
Available on
the Web &
print by
request
Fliers &
Website &
Social Media PSAs (news(Facebook/ paper, radio,
Web)
Twitter/G+)
Email (user
sign-up list)
Connect
homeschoolers to
local orgs
Cost Structure
Design of
Cost-driven Web hosting
materials
w/Variable
& content
(brochures,
Costs
management
PDF, PPT)
Self-service
FREE
Information
Resource
Customer Segments
Niche Market
Homeschool
organization
leaders
Homeschoolers
All are
Parents
Considering
homeschooling
Word-ofmouth
Revenue Streams
Printing of
materials
as needed
Based on
kit orders
for events
Fixed
Menu
Pricing
List
Price
Sponsorships
Advertising
130
Who, What,
Where,
When, Why,
How
Key Partners
Coopetition
Published
homeschooling mom
bloggers
Curriucula
publishers
Categories
Detail 1
iHomeschool Network
Detail 2
Key Activites
Value Propositions
Sharing links Publishing

to resources
Connecting
audiences
Email
newsletters
Resource
sales
Podcasts
Content
blogging/
social media
Key Resources
Intellectual
Advertiser
affiliates
Products/
services
to sell
Network of
followers/
subscribers
Network
publishers/
bloggers
Fresh new
content to
listen to on
the go
Affiliates
and
advertisers
social media
Cost-driven
specialists/
w/Variable Web hosting
content
Costs
managers
Reach a
niche
audience
Customer Segments
assist
publishers
and
affiliates
Multi-sided
customers
Semiconnect
automated
through
services/
channels
communities
Homeschooling
parents
Personal
assistance
Homeschool
resource
bloggers/
writers
Channels
Website
Publishers
can reach
prospective
customers
Cost Structure
Social Media
Curricula
publishers
Email
newsletter
Podcast
Businesses
Who want to
reach homeschoolers
Revenue Streams
editor;
publishing
and print
design
project and
production
managers
Fixed
Menu
Pricing
List
Price
advertisers
affiliates
publishing
content
[% of sales]
131

Homeschool Resource Connectors
Analysis, strengths and weaknesses compared between Homeschool Now USA and iHomeschool Network
Comparison between homeschool
resource connectors: Homeschool Now
USA and iHomeschool Network
Homeschool Now USA
iHomeschool Network
What are the fundamental similarities

and defining differences that set each
site apart?
Wide reach a large number of local

organizations (500+).
Comprehensive amount of material covering
everything about homeschooling.
What sets them apart is that Homeschool

Now USA offers all their resources for
free, and iHomeschool Network directs
homeschoolers to a combination of free
and paid resources. Homeschool Now
USA is also primarily for homeschooling
parents and community homeschool
organizations. Its a one way connection
from product to customer segment.
iHomeschool Network connects all three
of our user groups the homeschooling
parent, publishers, and organizations.
Strengths
Single source for everything homeschool.

One-stop shopping for info.
Large network of expert homeschoolers
(bloggers).
Newsletter subscription makes their reach
numbers quantifiable.
Homeschool Now USA
iHomeschool Network
Organization run on volunteers. (What if board

members leave along with their resources?)
Competing advertisements for homeschooling

to choose from. How to choose? No reviews or
ways to compare.
Board made up of special interest (groups)

only faith based curriculum publishers and
the HSLDA.
Weaknesses
The fundamental similarities of both

sites is that they provide a wide variety
of information and resources for
homeschooling parents. Neither one
offer anything directly for the student.
All content is directed towards the
parent, organization leader or curriculum
publisher. Both also do not provide a
social network for parents, students and
organizations. The network for both is
solely built up of links and click throughs
to websites or social media outlets like
Facebook or Google+ groups.
Materials are free for everyone to download

(digital) and request.
Comprehensive amount of resources and

tools (lists, ads, links, podcasts, published
material, consultants) for homeschoolers.
Large scope from curricula to consultants
to choose from.
One way connection. Organization to local

communities and to individuals.
All about curriculum sole focus.
Almost too much going on, on their site,

with multiple audiences and messages vying
for attention.
Social media aspect not part of their site; only
the ability to share via social media links.
Curriculua writers get 25% of revenue for
published works.
132

Homeschool Resource Connectors
Analysis and recommendations, opportunities and threats compared between Homeschool Now USA and iHomeschool Network
Which model is the strongest and which
has the least potential for long-term
success?
What could we do to bolster the

weakest models design?
Add a forum that allows parents and
students to connect with each other, and
with the publishers of curricula and the
HSLDA for advice.
What are our recommendations for
improvements?
Expand beyond the academic
curriculum to more specific subjects.
Include a mentoring program.
Simplify organize resources, tools and

advertisements.
Membership dues or fees for organizations

who want to give away printed materials?
or else include advertisers on printed
materials (currently only online/banners).
Place to review publishers and content.

Integrate social media beyond links to share.
Homeschool Now USA
iHomeschoolnow Network
What if sponsorship money runs out? No

new advertisers to pay for all the free
printed giveaways.
Publishers to go elsewhere to reach

homeschoolers.
Provide a safe space for parents

and students to share their
experiences with the variety of
resources and tools available to them
on the site.
Provide scholarships for children

experiencing difficulty or financial
hardship.
Create a coalition thats not solely faith based.
Pinterest and Facebook groups of local

community homeschoolers who have the
wear-with-all to DIY without needing the
pre-made materials provided by Homeschool
Now USA.
Bloggers will choose not to be affiliates and

rely on other social media channels like
Facebook, Google+, and/or Pinterest.
Homeschoolers turned off by all the info
not use the site regularly.
Curriculua writers will choose to self-publish.
Threats
iHomeschool Network
Expand beyond academic curriculum (field

trips and projects) ideas like sports and
social activity based on similar interests.
Opportunities
iHomeschool Network is the strongest

with its connections among all three
user groups. Homeschool Now USA has
the least potential for long-term success
because its one-sided, and because the
funding could go at any time.
Homeschool Now USA
133

A Social Network for Homeschool Socialization, Organization and Support
Useful tips
Homeschool S.O.S. Creative Brief (third draft)
Value Proposition
Background
The Homeschool SOS is for families choose to

homeschool who desire to provide their child(ren)
with high-quality education, enrichment activities
and socialization.
There are social sites designed for homeschool

children such as http://www.ihomeschoolnetwork.
com/, and groups for their parents on Facebook.
While these sites target home-schooled children,
they only address the parents and the publishers
who might be looking for home-schooled children.
What about the actual kids being home-schooled?
What if they want to expand their knowledge and
experience beyond a set curriculum designed for
one-on-one learning, or to play a team sport?
Our social network connects homeschool

families with other homeschool families, coops, community interest groups, and curricula
publishers.
We do this by connecting families with resources
and the tools to communicate with each other,
unlike homeschooling websites which simply
aggregate homeschooler blogs and other
homeschool website links.
Our homeschool social network provides an
extension of learning for homeschooled children
for sports, activities, and general activities they
would normally not get at home.
Overview
This network is designed to hone in on the
educational and social needs of the students
to prepare them for adulthood. There is a huge
opportunity for homeschooled children to connect
with one another locally within their area, for
activities they would normally be able to get at a
public or private school, as well as global via the
internet.
134

Drivers
Message
With the cost of private education rising and

quality of some public schools declining, many
parents are making the decision to take their
childs education in their own hands. As the
job market gets tougher and the income gaps
become wider how can we provide a platform for
homeschooled and non-homeschooled children to
get a world-class education regardless of family
income?
[Parents] Homeschool SOS will give you the

confidence to homeschool your child(ren) while
meeting your needs as well as compulsory
requirements of your sate.
Audience
Tone
We are focused primarily on students and

parents. We want them to think of us as the
trusted source for homeschooling and non-home
schooling guidance. To inspire them to help create
more educated students and citizens.
To inspire each parent and individual student,

while providing a broad spectrum of knowledge.
Instill education as a lifelong process, and to
encourage learning and wonder for all ages.
[Students] Homeschool SOS will give you the tools

you need to succeed while also connecting you
with others with like-interests.
135

Visuals
Existing visuals, stock photography because of time limits. If any shots are
not available through stock footage we can shoot at home with iPhone.
Competitors
Home school network
Homeschool Now USA
http://homeschoolnowusa.com
Oak Meadow Independent Learning
http://oakmeadow.com/
Time for Learning
http://www.time4learning.com/homeschool-online.htm
K12-online public school
http://ww2.k12.com/mod/home/
Connections Academy
http://www.connectionsacademy.com/curriculum/free-online-learning.aspx
Homeschool.com
http://www.homeschool.com/OnlineCourses/
136

People
Homeschool parents, students, and
organizations (local co-ops, special interest
groups and government)
Students
Parents
Homeschool SOS
User Groups
Publishers
Government
Organizations
Local Groups
137

Deliverables
The Homeschool S.O.S. Network will provide a network for our three tenets of socialization, organization and support.
Socialization
Organization
Support
Include extra curricular activity modules for

subjects like physical education, sports team(s),
field trip(s), social activity, art, music, religion
and clubs for like-interests. This will match
homeschool children of similar interests. They will
also be able to interact with each other across the
network.
Way to create a schedule, timeline, and subject

matter to study together locally or virtually online.
This will allow homeschool parents and students
to share ideas and experiences to help foster
social activity online as well as after scheduled
study hours.
Help match parents and students with teaching

and learning styles to figure out which curricula
will work for them. Parents will have the ability
to leave reviews that may be helpful for other
parents deciding which to choose. This will help
parents get a better understanding of whether or
not the curricula is a good fit for their child(ren).
Goal
To create a network that is informative, resourceful, entertaining and provides support for
homeschool families so that they want to use it on a daily basis.
138

Working Wall
Curriculum Providers // Time 4 Learning Business Model Canvas Process Wall
139

Working Wall
Curriculum Providers // Time 4 Learning Business Model Canvas Process Wall (zoomed in top)
140

Working Wall
Curriculum Providers // Time 4 Learning Business Model Canvas Process Wall (zoomed in bottom)
141

Working Wall
Homeschool Resource Connectors // Business Model Information Mapping Process Homeschool Now USA (left) and iHomeschool Network (right)
Notes were transferred to the business model canvases (working wall process and SWOT sketches) on the next pages.
142

Working Wall
Homeschool Resource Connectors // Homeschool Now USA Business Canvas Model Process
143

Working Wall
Homeschool Resource Connectors // Homeschool Now USA SWOT
144

Working Wall
Homeschool Resource Connectors // iHomeschool Network Business Canvas Model
145

Working Wall
Homeschool Resource Connectors // iHomeschool Network SWOT
146
Part 5. Business Model Generation
Process Book // Part 5. Business Model Generation
147
Who, What,
Where,
When, Why,
How
Categories
Key Partners
Platform/
Network
Home
School
Network
Network
Time 4
Learning
Homeschool
curriculum
providers
Oak
Meadows
Value Propositions
Reviews
Web
platform
Mobile
iHomeschool
network
Homeschool S.O.S
Detail 2
Key Activites
Co-opetition
Homeschool
resource
providers
Detail 1
Key Resources
Human
Word of
mouth
breeds trust
Intellectual
Reviews
and content
providers
Free and
safe
Co-Creation
Quick
Daily
Updates
Online
Community
Peer-toPeer
Reviews
Channels
Web/online
Fresh, fun,
content
Mobile
updates
Brand
Freemium
Online forum
and help
desk
Lessons,
activities
and chat
forums
Email
newsletters
Multi-sided platform
Homeschooling parents
Homeschooled children
Parent to parent forums
Advertisers- we need
to have economies of
scale to appeal to
advertising dollars
Curriculum
publishers
Homeschool
experts
Word of mouth
Cost Structure
Web hosting
Value-driven
& content
management
Lessons and
curriculum
Customer Segments
Revenue Streams
Create trust with

reliable content
and reviews
Fixed menu
List price
Advertising
Affiliates (homeschool
expert bloggers)
Curriculum publishers
148
Business Model Generation

SWOT Analysis
Homeschool SOS Business Model
Strengths
Strong vision
Takes advantage of current
technology and internet
Single source for
everything homeschool
Weaknesses
Structure, guidance and support
for parents and kids
Aligns with both parent and
student needs
Focus on individual learning
Testimonials and reviews
Provides an extension of learning
Online forum for all users
Affordable
Increases connectivity
for all users; socialization and
communication tools
Opportunities
in the field of homeschool support

Provide a safe space for both

students and parents to share

their experiences about
curriuculum and activities

To advise and guide parents
who are considering homeschool

as a choice
Small user base at start
Skeptical parents about

threat to child safety, and
honesty of other user reviews
How to measure activity level
Start-up without proof of

concept; no track record
User learning curve with
new technology
Sustainable revenue;
small initial earnings
and investments
Domestic (not international)
Threats
Trial demonstrations of curricula

To become a household name
(branding) ; known for expertise
and non-biased advice; leaders

Virtually unknown
Measuring reach through

newsletter subscription and
website analystics across the
network
Provide a website that is easy
to navigate along with
instructional tutorials on best
practices for network use
To collect and farm large
customer base; increase
advertising potential
International reach
Fear projections do not guarantee Remaining competitive by

success will affect ROI for
keeping up with new technology
investors and advertisers
and implementing new services
Current homeschool networks
like iHomeschool Network or
Time4Learning change strategy
and capitalize on their market
segment by changing business
model
Other homeschool networks
copy SOS and pilfer our
customer base
Government policy regarding

children and social networking
Change in legislation (varies
state to state)
Brand sabotage; disgruntled users
posting negative information
about our services
149

Analysis of our Business Model
Summary of Results and Recommendations
The Homeschool SOS has a strong vision: to
increase connectivity for homeschool parents
and students, and to become the one source
for all homeschool needs. We strive to provide
parents the unbiased information about whats
out there in the homeschool market, and we
take advantage of current technology and
internet by delivering a comprehensive service
to homeschool parents and children. By doing
this, we are filling in the gaps in the market by
honing in on educational and social needs of both
parents and students. However, as we increase
connectivity for homeschool parents and students
through online forums, testimonials and reviews,
we risk the skepticism of parents.
management in our forums. We can also do this

through a daily digest newsletter with highlights
easily read in 5 minutes each weekday morning.
This also secures us to be known for our expertise
and non-biased advice. This will help lead parents
to the right choices for their familys needs and
reinforce our status as the laders in the field of
homeschool support.
What will they (homeschool parents) be

opening their kids too? How do we build strong
testimonials quickly while also gaining user
trust of our site and among other users?
We do this by providing structure, guidance

and help for all users with a focus on individual
learning. We have the opportunity to connect
homeschool families with other homeschool
families through co-ops, community interest
groups, and partnerships with curricula
publishers. We do this by providing opportunities
for extension of learning, like:
One way to do this is to offer trial demonstrations

of curricula, without requiring families to use one
set curricula for an entire academic year before
trying another.
We have an opportunity to provide a safe space
for both students and parents to share their
experiences, as well as a place to talk honestly
about curriculum.
We can support homeschool parents and
children on a daily basis through daily content
How do we market a social network that is

virtually unknown, without track record, and
no proof of concept? Without recurring or
sustainable revenue, it will be hard to develop a
user base at an accelerated speed. How do we
increase our user base?
Sports
Recreation
Community driven outreach
Academic clubs
Chess
Choir
Arts
We also provide a network that is equal parts:

Informative
Resourceful
Entertaining
Supportive
This ensures we provide a single source for

everything homeschool and become a household
name.
We can put a call out for homeschool mom
bloggers to become sos ambassadors. They
would be like brand affiliates who spread the word
about the network, contribute content for our
newsletters, make live guest speaker hangouts (or
podcasts or live chats in our forums.
How do we measure investors and advertisers
initial investments?
Building a business model based on projections
does not guarantee that success will become
reality. We will need to prove our business model
and financial planning is attractive and has strong
success rate to capture necessary financial
support including:

Corporate Sponsors
Bootstrap Funding
Angel Investors
Advertisers
Summary continued on next page
150

Analysis of our Business Model
Collecting and farming a large user base will also
give potential advertisers and affiliates a reason
to make an investment with Homeschool SOS.
To increase user base, we can also advise and
guide parents who are considering homeschool
as choice, whether they are concerned about
the current dysfunction in their local schools
(violence, drugs), faith study, or level of academic
expectation.
We will measure user activity throughout the
network and through our daily email newsletter.
Monthly reports for advertisers and affiliates will
include these statistics. An annual report will
provide the monthly reports for investors.
How will we compete with other homeschool

networks that change strategy and capitalize
on our market segment by changing their
business model? or with other homeschool
networks who copy SOS and regroup their
customer base?
Our site is aligned with customer needs, so we will
continue to create conditions for Homeschool SOS
to go viral. This includes:
Expanding for international markets
Keeping up with new technology and
implementing new services
Creating more outlets like community
outreach, mentoring and farming projects
How do we make sure that we dont create a

site that creates confusion for the use while
also offering a comprehensive review site for
homeschool parents and children?
How will we handle government policy

regarding children and social networking, or
changes in legislation?
We will provide a website that is easy to navigate

with a platform that allows parents and children
to interact with each other. Through our content
management system we will also provide
instructional tutorials on best practices for
network use.
Homeschool SOS abides by the laws as set forth

by the Childrens Internet Protection Act. Both
parents and parents must abide by our Internet
Safety Policy and Guidelines and complete
certification for it when establishing their user
profiles.[1]
Changes in legislation varies from state to state,

and our SOS ambassadors can be the liaisons
who investigate and report on the latest updates
to the law.
How will we handle brand sabotage like
disgruntled users posting negative information
about our services?
We will continue to be an unbiased source of
infromation by not responding negatively. The
best way to handle these situations is to reach
out offline, try to rectify any misunderstanding(s)
and politely ask for an ammended review.
We will not tolerate negative reviews that only
seek to bash curricula publishers or content
providers. Our Internet Safety Policy and
Guidelines will outline the parameters for site
use. This will help avoid sabotage and negative
information being diseminated throughout our
network.
Sources
[1] Federal Communications Commission. (2014, December
31). Childrens Internet Protection Act. Retrieved February
14, 2015, from http://www.fcc.gov/guides/childrens-internetprotection-act
151

Working Wall: ZAG Steps
THE 17-STEP
PROCESS
WHO ARE YOU?
WHAT DO YOU
DO?
WHATS YOUR
VISION?
WHAT WAVE ARE

YOU RIDING?
A Social Network
for Homeschool
Socialization,
Organization and
Support.
We provide a social
network designed
for parents to
connect families with
resources
and the tools to
communicate with
each other.
To increase
connectivity for
homeschool parents
and students to
become the one
source for all home
school needs.
Public schools
today have become
increasingly violent
with school shootings,
gangs, and a slew
of safety problems.
Private schools
are very expensive
and for families in
troubled districts a
lottery system has
been developed
to facilitate kids
who want a better
education. However,
as depicted in the
documentary Waiting
for Superman there
is only so many slots
for the lottery and
many children are left
behind.
152

WHO
SHARES THE
BRANDSCAPE?
WHAT MAKES
YOU THE ONLY?
WHAT SHOULD
YOU ADD OR
SUBTRACT?
WHO LOVES
YOU?
WHOS THE
ENEMY?
There are several

home school sites
designed for parents
and students. Many
provide a broad
array of content.
Time4Learning,
Oakmeadows,
IHomeSchool
Network, Homeschool
Now USA.
We are the only

review site for both
parents and students.
There are several
review sites but all
are confusing and
hard to navigate, we
want to be the only
one stop shop for
pairing homeschool
parents and students
with answers.
Adding reviews for

both parents and
students. Adding the
ability for parents and
students to interact
with each other.
We add clarity and
subtract clutter to the
homeschool process.
Homeschool
parents and children
Homeschool
bloggers, community
interest groups and
curricula publishers.
The environment
is welcoming and
open to each other.
Fostering exclusion
is contrary to the
homeschool culture
and our success.
153

10
11
12
13
14
WHAT DO THEY
CALL YOU?
HOW DO YOU
EXPLAIN
YOURSELF?
HOW DO YOU
SPREAD THE
WORD?
HOW DO PEOPLE
ENGAGE WITH
YOU?
WHAT DO THEY
EXPERIENCE?
Through our website

portal, videos,
reviews, newsletters,
and online forums.
By accessing
homeschool parents,
students, press
and bloggers. Word
of mouth within
the homeschool
community and
making sure our SEO
is efficient so that
new users who hear
about us are finding
our site quickly
through 3rd party
search engines such
as Google, Bing, and
Yahoo.
S.O.S.
A Social Network
for Homeschool
Socialization,
Organization and
Support.
People engage
with us through our
website, forums,
newsletter, and
review/discussion
board.
A clean crisp clear

interface, that easily
navigates them
through complex
issues. They can read
reviews and engage
with our homeschool
network within
their community
and throughout the
country.
154

15
16
17
HOW DO YOU
EARN THEIR
LOYALTY?
HOW DO YOU
EXTEND YOUR
SUCCESS?
HOW DO YOU
PROTECT YOUR
PORTFOLIO?
Gaining trust by
being a clear and
accurate resource for
homeschool needs.
Providing a safe,
bullyfree space for
both children and
parents.
By sending
newsletters and
new information
that homeschool
parents and children
will find helpful.
Gaining homeschool
trust will increase
word of mouth
testimonials within
the homeschool
community causing
our success to grow.
Maintaining customer
loyalty and a safe,
informative network
for all homeschool
parents and students.
By being the Skimm
(daily digest) of
the homeschool
community.
155

Working Wall
Business Model Canvas Analyses
156

Working Wall
Business Model Canvas Analyses
157
Part 6. Defining Your Users Needs
Process Book // Part 6. Defining Your Users Needs
158
Empathy Map: Christie Legg
Homeschool Mom
What does he or she really
What does he or she
HEAR?
Non-conformist
Opportunity
High Academic Standards
Unusual
Passionate
THINK AND FEEL?

Nurturing
Safe
Quality Time with Child
College Bound
Frustration
What does he or she
SEE?
Strong Family
High Academic Standards
Flexibilty
Control
Nurture
What is the customers
What does the customer
Organization, Stucture
Learning Styles
The right curriculum
Motivation
Alignment
Quality Education
Accelerated Learning
Responsible Adults
Colllege Education
Academic Scholorships
PAIN?
GAIN?
What does he or she
SAY AND DO?

Strong Family Unit
Positive Attitude
Passionate
Value System
Protects
SM
159
Empathy Map: Luke Legg
Homeschool Student
What does he or she
HEAR?
Parental Influence
Positive Attitudes
Creative Ways to learn
High Standards
Differnent
THINK AND FEEL?

Enjoys his mothers teaching
Thrives in homeschool environment
Good Grades
Rich Socilaization and Good Grades
Accelerated Learning
What does he or she
SEE?
Love, Faith, Nurture

Commitment
Opportunity
Safety
Different
Public Recognition for High Grades

Being Different
Dependent on mother for activity
Sibling Distration
Flexible Schedule
Good Grades
Attention and Focus
Fun
Quality Education
PAIN?
GAIN?
What does he or she
SAY AND DO?

Competitive
Responsible Young Man
Academic Achievement
Confidence
Poitive Attitude and Goal Setting
SM
160
Empathy Map: Jill ODonnell
Stay-at-home Mom and Co-op Leader
THINK AND FEEL?
What does he or she
HEAR?
She thinks the network is a great tool that fits all her
needs. She feels excited and hopeful for a bright
Parents tell her that they dont want to get sucked
future for her children, setting them on the
in to Facebook when they go there for information.
path to success. She feels if she can
Its nice to be able to log in to the Homeschool
get her whole co-op on board with
Center, or read the daily digest, for a few minutes
using the network, the co-op
each morning to get the day started.
will run more smoothly and
efficiently with little to
Her kids like going online to do their assignments.
no stress.
They enjoy the conversations with other children,
their peers. The social connection online is a
bonus to their day, when they get to talk about
their homeschool day and activities.
What does he or she
SEE?
She sees her kids enjoying their homeschool

work more now that is tailered to their individual
learning styles. They are a lot happier and
therefore doing much better in each subject; less
struggle with what theyre learning.
She sees the co-op members also more happy
using the network; just as she is using the
modules and reading the daily digest every day.
PAIN?
She doesnt like her kids going online to do

homeschool work because games might tempt
them. However, she likes saving money on paper
and printer ink.
Time, more of it. She wishes she had more time to
interact on the discussion board because she
wants to spend that time with her family. Her
priority is family and not the co-op leader or
network ambassador.
GAIN?
What does he or she
SAY AND DO?

She spends 3-4 hours a day,
Mon-Fri homeschooling her kids;
30 minutes to an hour on the network
discussion board.
She hopes to gain more TIME (quality time) and

the freedom to enjoy it without worry; spending
less time on researching activities or the latest
curriculum trends.
Confidence in her role as mom, spouse, teacher
and co-op leader while making sure everyones
needs are met.
She spends 1-2 hours a week organizing the co-op

calendar, meetings, and communiqu. The network app
has been helpful in organizing and saving time.
CE
161
Empathy Map: Cindy Lucana
Georgia HBIR Representative

http://www.heir.org/modules/smartsection/item.php?itemid=4
THINK AND FEEL?
What does he or she
HEAR?
Home schooling is for religious homes

Homeschooling is for strange people
Homeschooling education is inferior to
private school education
It is a parents choice to home school free of

government regulations and restrictions.
I feel that a parents know their child best.
Its hard being a homeschool parent and we
want to help them in anyway possible.
SEE?
We see parents who have questions and

want help in the best way to educated their
child.
Sees her family and friends. Sees Atlanta
traffic.
Sees the news and that public schools are
incredibly violent and becoming worse and
worse everyday.
GAIN?
PAIN?
That home school parents are not allowed to

practice in a way they see fit.
Parents are overwhelmed.
Parents want to do the best they can but
dont know the best curriculum or how to set
up a program for their child.
What does he or she
What does he or she
It makes me feel good to volunteer and help people.

Whether you are a paying member or not we value your
right to homeschool.
We want to increase the knowledge and help homeschool parents any way we can.
SAY AND DO?
Positive non secular advice

for homeschool parents
Advice
Education
Fair Advice to all homeschoolers
162
Defining Your Users Needs

Working Wall
PESTE Factors and Product Opportunity Gap (POG)
PESTE factors
POG
Political
Changes in state legislation regarding homeschool
Simple, low cost, conversational, environmentally friendly, network to share

homeschool resources to discover child learning style.
Environmental
Less paper = digital
Location of study = can be anywhere

- Homes, community center, other public venue, mobile
Social
Connecting to homeschool community and local homeschoolers
who dont belong to the homeschool community co-op
Conversations (online) with publishers
Low cost to user
Digital
Legislation
Technological
Laptop
POG
Desktop
Smartphone
Web
Mobile web
Digital
Paperless
Conversations
Cloud sharing
Economic
Less cost for paper materials/books
Print on demand
Less costs for co-op by sharing digital files
Location
Save environment
Less paper
1. Simple organized system

2. Environmentallly friendly way to organize curricula and save money
3. Conversational
163

Working Wall
Service level opportunity gap and Consumer Value Opportunities (CVO)
Service level opportunity gap

Current service level
Opportunity gap
Complicated updates
Simplify,
less steps
Managing co-op
website, Facebook
group, calendar, and
email updates
Maybe not
one-stop
Homeschool/extra
curricular activities
Running family
household
Customer Value Opportunities (CVO)

Expected service level
Easy, one-stop place to
manage it ALL
Emotion
Overwhelmed by amount to do and juggle
Aesthetics
Wants easy to navigate/simple
Identity
Ability for co-op/profile to stand out among the network
Ergonomics
Simple, easy to use, safety and comfortable using
(internet safety - both themselves and children)
Impact
Social/environmental print less paper, easy to share
Core Technology
Simple tools
Less complicated
Reliable
Accessible offline
Quality
Accurate information from publishers and assurance
reviewers are truthful
Honesty, no bashing
164

Working Wall
Customer Journey
Elements of
customer journey
Customer
touchpoints
Face-to-face/
Word-of-mouth
Website
Mobile/
Smartphone/
Tablet
Email
Awareness
(How do they hear
about us?)
Research
(What do they hear
about us?)
Homeschool co-op
leader and network
ambassador shares at
community events
Homeschool
co-op leader and
network ambassador
demonstrates ease
of use
Homeschool co-op
leader and network
ambassador shares;
resource partners blog
and share our network
via other social media
sites like Facebook,
Twitter, Google+
Network ambassadors
share link to website
Demonstration videos
on our website;
videos are linked/stored
on YouTube and
available to watch on
mobile/tablet
Network users
forward newsletter and
share blog with links
Choice
(Deciding to join
the network.)
Use
(How do they use the
network?)
Network users meet in

person at community
events, learning and
extra curricular activities
Homeschool co-op
community members
can sign up at
meeting with network
ambassador sharing on
laptop, mobile/tablet;
or members can sign up
when they get home
(or other location)
Link to join in email
Log in; search curriculum

and reviews based on
learning style; sign up for
curricula and activities;
organize modules,
calendar of events and
news; learning time; find
childs learning style;
posts/discussions; chat
w/other moms, co-op
leaders, experts/bloggers
Network users
receive daily newsletter
driving them back to
the website; share
with others
165

Working Wall
Homeschool parent by SM
High
Academic
Standard
Flexible
Cost
Quality
Time with
Child
Familiar
Environment
Strong
Family
Control
Nurture
Time
effective
166

Working Wall
Homeschool parent by SM
167

Working Wall
Homeschool parent and co-op leader by CE
168

Working Wall
Organization member by JB
169

Working Wall
Further defining the site, notes by SM Idea scans
170

Working Wall
Further defining the site, notes by SM
Notes Unit 7: Suzanne

Are we suggesting that you create content beyond just being a network?

Yes! User generated content/ forums? Digital community? Inviting experts in the
field i.e. subject matter experts, or, college professors.
Authors of text books could do question and answer on digital forum, parents can
ask first hand questions and receive answers.

Financial backings from textbook authors (premium) so get something for
free! Taster for free! But if you want the whole book you pay.

Whats next? Where does this go in the next 2-10 years?
Current population school aged kids?
How big is the market?
Does market size increase or decrease over next 10 years?
Market size of school aged kids and how is that market being served?
First 2 years we could get 1% and the next 10 years???

What park of the market segment does college bound kids come from?
Public School?
Private School?
Home School?
STATS!

Value proposition/persona?
Prototypes. Examples should be done quickly, and often. There is no better tool
171
Whats next? Where does this go in the next 2-10 years?

Current population school aged kids?
How big is the market?
Does market size increase or decrease over next 10 years?
Market size of school aged kids and how is that market being served?
First 2 years we could get 1% and the next 10 years???
Further defining the site, notes by SM continued

What park of the market segment does college bound kids come from?
Public School?
Private School?
Home School?
STATS!

Value proposition/persona?
Prototypes. Examples should be done quickly, and often. There is no better tool
to learn from customers, and test ideas than a prototype.
Are we optimizing our product/service?


Working Wall
User Studies
Understanding how your customer uses your product is often overlooked. Make
sure your product is optimized with a user study.
Value Proposition Design
172

Working Wall
Designing new, or refining old products begins with a detailed value proposition.
This design process is often overlooked.
User Experience Design
User experience (UX) design builds off of your value proposition, and your customer
behavior. It's a crucial part of your product.

How do we gain trust?
Why is homeschool succeeding? *

Features and benefits of our service:
Families are strong


Capturing the attention of skeptical parents and gaining their trust by marketing the
success rates of homeschooled children (stats) and college admittance figures of
home school compared to public and private school kids.
Showing the benefits of our network:
Cohesive platform that connects homeschool children with other homeschool
children
Social network for parents who homeschool their children
Guidance on how to monitor your child
173
Why is homeschool succeeding? *

Features and benefits of our service:
Defining
Your Users Needs
Families are strong
Income
is relatively high
Working
Wall
Dedication
education
s strong
Further defining
the site,to
notes
by SM icontinued

Capturing the attention of skeptical parents and gaining their trust by marketing the
success rates of homeschooled children (stats) and college admittance figures of
home school compared to public and private school kids.
Showing the benefits of our network:
Cohesive platform that connects homeschool children with other homeschool
children
Social network for parents who homeschool their children
Guidance on how to monitor your child
The benefits of spending quality time with your child
One on one focus on child
Flexibility
Guarantee on quality curriculum
Honest reviews
Safety
No proof of concept
No track record
Developing a distinct personality for our service and brand

174

Working Wall
Features and benefits: Distinct personality is the cornerstone of a successful

strategy and serves as a compass

Here are the benefits
Detention
Lively bunch
Family tradition
Challenge: Balance
Focus on individual child
Field trips
Flexibility
Mother has moved from teacher to monitor
Classical conversations
Frustration
Curriculum
Attitude

Pain all worthwhile
175

Working Wall
Further defining the site, notes by CE PESTE factors whiteboard
176

Working Wall
Further defining the site, notes by CE PESTE factors whiteboard, service level close-up
Starting with the persona and with service
level, its clear that every site competitor has a
wealth of information and resources. They are all
cluttered, and whether or not they allow for multitasking they are all complicated to navigate. Our
opportunity lies in making our site as simple as
possible. It does not have to be a one-stop shop
like everyone else.
177

Working Wall
Further defining the site, notes by CE PESTE factors whiteboard, PESTE factors isolated and close-up
178

Working Wall
Further defining the site, notes by CE PESTE factors whiteboard, CVO (customer value opportunities) close-up
The user is overwhelmed by the amount to do and
juggle. Simplicity is an overarching theme through
out each of the seven opportunities here.
179

Working Wall
Further defining the site, notes by CE PESTE factors whiteboard, POG (product opportunity gap) close-up
The opportunity that presents itself over and
over again for us is to help parents identify
their childs individual learning style. We can
do this with a simple, low cost, conversational,
environmentally friendly way to share resources
among homeschoolers (parents, students, and
organizations).
180

Working Wall
Further defining the site, notes by CE POG (product opportunity gap) expanded
Further expanding on the ideas from the POG,
this tells more how the user interacts and
feels about the network if we were to scale
it down for simplicity, environmental factors
and conversation. The key opportunity here is
discovery of the childs individual learning style.
181

Working Wall
Further defining the site, notes by CE Consumer journey whiteboard part 1
182

Working Wall
Further defining the site, notes by CE Consumer journey whiteboard part 2
183

Working Wall
Further defining the site Consumer journey whiteboard summary
Step 1
Step 2
Step 3
Step 4
Consumer journey
Brand interaction themes
Relationships based on themes
Touch points to match relationship
The consumer logs in to the

network from home or from
wherever she is (home on
laptop or mobile device if
not at home).
Main screen view is important

not to overwhelm with choices
or advertising.
Word-of-mouth sharing with

other homeschoolers in
person, like at co-op meetings

Starting with the inner circle (1)

outward (5).
Sharing
She signs in with option to

use email and password or
single sign-on with Facebook
account syncing.
Regular use of the network

daily, weekly, monthly, quarterly
or yearly depending on needs.
Her choices on the main

(home) screen are to 1) chat/
read the discussion forum;
2) search her childs learning
style or search posts and
discussions throughout the
site; 3) organize modules for
her chidlren or co-op or dive
into school time with the kids;
4) search curriculum, reviews,
sign up for curricula or activities.
Alternate route is to go to co-op

and share the homeschool
exploration network with its
members; and present how to
use it.
Active network user from

product inception; encourages
others to use it too, to make
it worthwhile for all.
Participates and monitors

discussions as network
ambassador and conversation
starter.
Flexible to use
Easy to use
1. A lifesaver (mental)
2. Mobile (physical)
3. Connects, organizes and
supports (functional)
Saves time
4. Has smooth transitions

(behavioral)
Conversation starter
(amongst members locally
and online)
5. Simple colorful graphics

(sensorial)
Daily use - modules and

digest newsletter
184

Working Wall
Further defining the site Strategy whiteboard Final summary about components
Our strategy is to narrow down our network to

two key components: identification of learning
style and the daily digest. Student success is at
the heart of parents and students decision to
homeschool. Organizations have the same goal in
mind, that is for students to successfully complete
their programs. The expression we found to

combine these components and success led to
the key point, discovery.
Through the Homeschool Exploration Network,
parents and students have the opportunity to
discover learning styles and activities dedicated

to parent and student success. This gives us the
opportunity to also start small (locally) in the first
year, expand from community to community in the
second through fifth years, and ultimately worldwide in ten years.
185
Part 7. Prototyping and Brand Development
Watch our video on YouTube here http://youtu.be/WLM3xbjiAME?list=UUGYzJxmcm-gg0sGoQCOEOJg
Process Book // Part 7. Prototyping and Brand Development
186
Prototyping and Brand Development

Working Wall
Network brand and business model
Network
The Homeschool Exploration Network [HEN]
is a social network for homeschooling families.
Logo
A compass, a hen and our four pillars.
Slogan
Discover learning styles and activities through a
social network dedicated to parent and student
success.
Four pillars for student success

Learning
Activities
Socialization
Support
The Homeschool Exploration Network

187

Working Wall: Network brand and business model
Defining how our business model strengthens the brand
How does our business model

strengthen our brand?

ABOUT
IDENTIFY
SUPPORT
MODULES
We are building a digital community and providing

a service to homeschool parents and children.
log in
2+
2=
=4
+2
about identify support modules affiliates blog
C
X-Y=?
AB
AB
Discover learning styles and activities

through a social network dedicated
to parent and student success.
welcome to the hen!
Aesthetics play an important role to the look and

feel of the site. Bright colors and clear directions
infuse the screen and appeal to our users. A
streamlined presentation and deliverance of
our services are displayed, and easy navigation
engages the user. Deliverance of quality services
and provision to network and socialize is unique.
Consequentially, users are delighted with the
experience and are happy with the results,
therefore they become loyal customers.
We are passionate about children and their
place in the education system. It is evident that
learning in our nations schools centers on the
one-size-fits-all type of philosophy and education.
It is apparent that many children slip through
the school system without their learning needs
been met. Many parents have started on the
homeschool journey to escape such problems.
HEN provides a comprehensive service to such
parents and children by providing a social network
that tackles the different learning styles of your
child. Thus ensuring academic success.
188

Defining how our business model strengthens the brand [continued]
Business Model
Homeschool Exploration Network (HEN) has
a strong vision: to increase connectivity for
homeschool parents and students, and to
become the one source for all homeschool
needs. HEN offers constructive advice on modern
education for the homeschool market; our digital
platform utilizes the latest technology to deliver
an excellent service to homeschool parents and
children. HEN social network creates a venue for
children to discover learning styles, define correct
curriculum and get involved in social activities.
At the same time parents can have a hands on
approach and access to their childs education.
Our learning style testing creates positive
environments and experiences in a familiar
setting for the child, because testing can be
conducted in their home. Accurate results
help parents to distinguish between the right
curriculum that meets their childs learning
style. We strive to provide parents with unbiased
information about what curriculum is most
suitable to the childs learning style.
HEN provides an easy to navigate network that

matches children with social activities in their
area that includes:
Sports and recreation
Academic clubs
Games and special interest (like chess)
The arts (visual and performing arts
Community driven outreach
HEN also provides unbiased information on
curriculum and allows parents to post honest
reviews about their homeschool experience. All
such channels boost connectivity and bolster
educational experience.
Key advantage to parents and children of using
HEN is that it can be accessed anytime and
anyplace via PC, laptop or smartphone. A child
or parent can achieve connectivity while they are
on the run, anywhere, anyplace. We offer honest
insights on curriculum and work as a guide to the
parent during academic decision-making.
HEN partners with local co-ops, homeschool

resource providers, curriculum providers, and
curriculum authors. We also work with local
community recreational organizations in the
formation of local sport teams, academic and
interest groups. Partnering with homeschool coops gives us the opportunity to link our students
up with students that live in close proximity to
each other as well as others online, virtually.
HENs key activities include a social network
platform for our parents to connect with other
homeschool parents and our children or young
adults to connect with other homeschool kids.
We have a strong network of users and we
provide an open forum for users to write reviews.
We also have curriculum authors who will carry
out questions and answers about curriculum
with homeschool parents. Through our website
portal users are able to view videos, reviews,
newsletters and online forums. The advantage
to parents and children of using HEN is that
connectivity can be accessed anytime and
anyplace.
189

Defining how our business model strengthens the brand [continued]
HEN is the only review site that provides a service
for both parent and student. Our goal is to provide
a simple yet sophisticated platform that is easy
to navigate and fun to use. We play a role in
providing parents with honest insights about
curriculum and work as a guide to the parent
during academic decision-making about their
child. By doing this, we are filling in the gaps in
the market by honing in on educational and social
needs of both parents and students.
Key resources include human interaction; this is
a very important aspect of the service because
we hope to increase connectivity nationwide
and develop strong relationships with our users.
Further, we want our users to develop connectivity
with other homeschool users; this ensures a
strong community and growth potential. Our
intellectual knowledge sets us apart from other
similar offerings in the market and this cant be
copied especially as we grow and develop our
unique brand. Therefore, brand awareness is
another important resource, our performance
and success is all related to the brand.
Consequentially, trust in the brand causes people
to recommend our service to others and bolsters
our reputation on a national level. Similarly, the
reviews that are posted on our platform establish

who we are and how we are meeting the needs
of our customers. All of such build a robust
foundation for growth and increase connectivity
between parents and children. Further, our
content providers are valuable resources that
deliver pertinent information that is effective and
authentic.
HEN promises to deliver a free and safe service
that protects parents and children from Internet
predators. Law abiding agreements and privacy
legislation will be consented to via a signed
documents before applicants join. We promise
to protect all our users and supply them with
daily updates, peer-to-peer reviews and fresh fun
content as they navigate themselves through the
site.
Our revenue streams are characterized by a fixed
menu with list prices for advertiser affiliates.
Sponsored advertising, blog posts and moderated
live discussions will be paid for by curriculum
publishers, authors and homeschool experts who
wish to reach our audience while also providing
value added content to our site.
190
Who, What,
Where,
When, Why,
How
Categories
Key Partners
Co-petition
Homeschool
resource providers
Detail 1
Key Activites
Platform/
Network
Network
Reviews
Web
platform
Key Resources
Human
Homeschool
community organizations
(like co-ops)
Word of
mouth
breeds trust
Free and safe
Co-Creation
Identify your childs

learning style and
match it to curricula
with reviews
Online
Community
Quick daily updates

[The HEN Daily
Newsletter]
Channels
Web/online
Reviews
and content
providers
Mobile
updates
Fresh and fun content
Brand
Cost Structure
Web hosting
Value-driven
& content
freemium
management
Peer-to-peer reviews
Intellectual
HEN ambassadors
The HEN Business Model Canvas
Value Propositions
Mobile
Homeschool
curriculum providers
Detail 2
Lessons and
curriculum
Online forum
and help
desk
Lessons,
activities
and chat
forums
Email
newsletters
Customer Segments
Multi-sided platform
Homeschooling parents
Homeschooled children
Parent to parent forums
Advertisers- we need
to have economies of
scale to appeal to
advertising dollars
Curriculum
publishers
Homeschool
experts
Word-of-mouth through
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Curricula for visual learners
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Does anyone in the Killeen, Texas area have a gently used copy of the Sonlight curriculum for 6th graders?
type in state
2 responses 101 views Jill odonnell posted 5 minutes ago
Charlotte Mason
7 reviews
Unschooling
13 reviews
2 reviews
Apologia
8 reviews
Saxon
12 reviews
match my child(ren)s age/grade
YES
match my homeschool approach
type in activity
match my curriculum choices
Type in subject/topic expert
availability to mentor
NO
YES
NO
I am reading The Hobbit and would love to start a book club this spring. Any 6th-8th graders in Killeen, Texas interested?
25 responses 250 views Jack odonnell posted 9 minutes ago
Our co-op is starting a chess club in Decatur (Atlanta) Georgia and would like to invite other Atlantans to join us.
save search
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6 responses 50 views Christie legg posted 10 minutes ago
1 > 2 > 3 > more
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7 reviews
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9 reviews
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7 reviews
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8 reviews
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Posted today at 1:39 p.m. by Jill ODonnell
grade level _____
A HEN ambassador shares her tips and best

practices for organizing her schedule with
Homeschool Exploration Network modules.
SUNDAY 8
Read more.
6 am
2=
Saturday 7
You know youre a homeschooler

when your life feels like an
adventure again.
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Wednesday4
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Tuesday 3
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WEEk of
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Monday 2
Posted 27 February 2015 at 9:10 a.m. by Sally Moffett
7 am
Winter is nearly over, check out this list of

activities and project ideas to get you and your
kids out of the house! Read more.
8 am
X-Y=?
9 am
X-Y=?
10 am
How to weather homeschool.
Posted 26 February at 4:37 p.m. by Estella Lee
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When fear and doubt creep in; wondering if were

doing the right thing by going against the norm.
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Part 8. Network Sales Pitch (Storyboard)
Watch the video on YouTube here http://youtu.be/NsOMn0Ro0Iw?list=UUGYzJxmcm-gg0sGoQCOEOJg
Process Book // Part 8. Network Sales Pitch
204
Cheryl:
Today homeschooling is a widely accepted alternative to traditional public or
private schools. Many BUSY families who choose to homeschool dont have
the time to research while also developing lesson plans. They need help
selecting curricula and help organizing activities to fit their homeschool
Jamie:
HEN
Introducing, HEN, the homeschool exploration network. We are a social

network dedicated to parent and student success.
Suzanne:
HEN is guided by 4 pillars for success: learning - activity - socialization - and
support.
Cheryl:
We connect homeschool families with other homeschool families, co-ops,
community interest groups, and curricula publishers.
Process Book // Part 8. Network Sales Pitch // Storyboards
205
Jamie:
We aspire to create a secure homeschool network that becomes a one-stop
11:56 AM
AT&T
HEN
identify learning style
Take the quiz
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Homeschoolers are always looking for fresh content and activities. They are
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by
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GENERAL
DISCUSSIONS
looking to connect with other homeschool parents and experts. They also
my
MY connections
DISCUSSIONS

2=
Sonlight
9 reviews
2=
Charlotte Mason
7 reviews
seek an online environment where their children can connect with other
2+
2+
AB

again.
I am reading The Hobbit and would love to start a book club thisadventure
spring. Any 6th-8th graders
in Killeen, Texas interested?
AB
+2
=4
SORT BY
VISUAL
AUDITORY
Homeschool
Exploration
Network modules.
THEN BY
MOST
POPULAR
MOST
RECENT
A-Z
Does anyone in
the Killeen,
Texas area have a gently
used copy
of the Sonlight curriculum
for 6th graders?
Read more.
Unschooling
Winter isPicture
nearly This!
over, check
out 2this
list of
reviews
(Spatial)
25 responses 250 views

Jack odonnell posted 9 minutes ago
13 reviews

Our co-op is starting
a chess club in Decatur (Atlanta) Georgia and would like to invite other Atlantans to join us.
X-Y=?
homeschool children in a bully-free space.
X-Y=?
8 reviews
12 reviews
Saxon
Apologia
6 responses 50 views Christie legg posted
10 minutes
agohomeschool.
How to
weather
When fear and doubt creep in;1 1wondering

ifmore
were
>>22>>33>>more
Read more.
Cheryl:
The HEN social network is user-friendly, making it simple for both children

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ABOUT
> CURRICULUM MATCH

X-Y=?
Curricula
for visual learners
Results
Winston Grammar
Spelling Power
6/Visual
4/kinesthetic
& tactile
Timberdoodle Company3/auditory
Felt Sets
Sonlight
Apologia
Your
childs History
primaryBooks
learning style is visual. Now that you understand which learning styles best suit you
DAulaire
andMapping
your child,
you will
better equipped to choose or adjust a curriculum that will help your child excel
the World
Bybe
Heart
academically.
Math-U-See
$QRWKHUKHOSIXODUHDWREHDZDUHRILVZKHWKHU\RXQHHGDH[LEOHRUDPRUHVWUXFWXUHGW\SHRIFXUULFXOXP

Charlotte Mason
Traditional
Text such as
Abeka, Bob Jones,
Homeschool
Exploration
Network
DIVE
Saxon (Print)
Click on curriculum
see which (Print)
ones best match your needs.
Math Gym
Unit match
StudiestoClassical
My Fathers World
Vocabulary
We will help you identifyCartoons
your childs learning (Spatial)
reviews,
create activity modules, and receive
The
Unschooling
HEN daily digest newsletter.
and adults to navigate.

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HGXFDWLRQFXUULFXOXPRUQGDVXSSRUWQHWZRUN

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SUNDAY 8
6 am
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START QUIZ
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or connect to:
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10 am
11 am
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12 am
1 PM
[CLICK] We provide a unique context aggregator and proprietary learning
Jamie:
The homeschool market has 2 million homeschoolers and is growing an
2 million
11%homeschoolers
GROWTH
average of 11% per year.
206
Jamie:
$500,000
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HGXFDWLRQFXUULFXOXPRUQGDVXSSRUWQHWZRUN


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Saturday 7
SUNDAY 8
6 am
email
7 am
START QUIZ
8 am
or connect to:
9 am
10 am
and consumer demand for fresh content with 20% equity return. We
11 am
next
+ add child
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12 am
1 PM
We are seeking to raise $500,000 to further our online platform, marketing,
> Watch the Demo
> create a profile
> create a profile
ONLINE PLATFORM
MARKETING
FRESH CONTENT
20% EQUITY RETURN
currently service more than 100,000 active users.
100,000 ACTIVE USERS
Suzanne: In conclusion, HEN makes homeschooling simple for everyone to
HEN
understand. The Homeschool Exploration Network, where our social

network contributes to parent and student success.

All: Thank you

Network Sales Pitch
Course Project, Part 8 by Group 1: Jamie Bowerman, Cheryl Edeneld, Suzanne Mitchell
DMGT 720 Design Innovation Development and Marketing Strategies
Winter 2015 // Professor Bruce Claxton
207
Results and Analysis
Process Book // Results and Analysis
208
Results and Analysis
Summary
In summary, there are great opportunities for
a homeschool network because the estimated
growth rate for homeschooling families is
currently between 7 to 15 percent per year.[1]
In addition parents spend 1.5 percent of their
annual income for each child for homeschooling
curriculum, supplies, and materials each year
[2]. Furthermore, violence and safety issues in
the public school systems are causing parents to
make alternative educational decisions for their
children. Based on this information Team 1
began research on the creation of a homeschool
network.
Team 1 built their homeschool network based
on four pillars; learning, activities, socialization
and support Socialization, Organization, and,
support (SOS). The idea was established based
on the premise that Homeschool families needed
specialized support if their children are going to
experience a high-quality education that provides
enrichment activities and socialization. However,
through feedback and research, it became
apparent that the name SOS was both misleading
and carried a negative connotation with our
target audience. Consequentially, the name was
changed and became Homeschool Exploration
Network or HEN, for short.
Process Book // Results and Analysis
Next Steps
Firstly, HEN is a social network, were homeschool
parents and children can connect with each
other, regardless of location. Secondly, HEN is
an interactive guide for children and parents to
educate themselves on the students unique
learning style. Once a style has been identified
a specialized curriculum can be matched
accordingly based on the students learning
preference. Honest reviews and nonbiased
feedback can be posted regarding the curriculum,
which can help a parent and child determine if the
curriculum is right for them.
HEN also links kids up with special interest groups
such as sport teams, art clubs or literature groups
within their geographic areas. Socialization is
a key aspect to a students educational and
developmental growth. HEN delivers the tools so
parents and children can achieve success both
inside and outside the homeschool classroom
setting.
[1] National Home Education Research Institute. (n.d.).
Retrieved March 2, 2015, from http://www.nheri.org/#sthash.
eEjEnpIy.dpuf
[2] Lively, M. (n.d.). Education Channel Alert: The Homeschool
Market--Part 1 of 3. Retrieved March 2, 2015, from http://www.
sellingtoschools.com/articles/education-marketing-schoolchannel-homeschool-market
We have homeschool leaders interested in our

current developments and are exploring the top
opportunity to co-creating the network with with
them.
Ideally, we would begin with content, the
HEN Daily newsletter and HEN blog, getting
subscribers and HEN ambassadors onboard.
Once the reach includes a steady subscriber
list of 100,000 active members, we could begin
selling sponsored advertising and seek investors
and further develop our website, platform and
marketing. This way, we could start small (locally)
in the first year, then expand from community to
community in subsequent years. The ultimate
goal would be to reach a million users nationwide
by five years, and reach the international market
within ten.
Other things to consider and work on based on
peer feedback:
Clarify finances made in investor pitch
Modify graphic look to appeal older
(highschool) homeschoolers
Investigate online video/chat collaboration
functionality; incorporate Google Hangout
209
Appendix
Process Book // Appendix
210
Appendix
Timeline
DMGT
Gantt
chart 720 Team 1 Gantt Chart
J, C
J, C
J, C
J, C
J, C
J, C, S
J, C, S
1 each by J, C, S
J, C, S
S
J, C, S
J, C, S
J, C, S
J, C, S
Combine everyones parts C; Update Creative Brief J
J, C, S
C
C
Each of us pick one competitor J, C, S
J, C, S
J, C, S
J, C, S
C
lead by J, edits by team

lead by S, edits by team
lead by C, edits by team

J, C, S
C
J govt/org , C mom/org leader , S mom + student
Process Book // Appendix // Timeline
211
Appendix
Timeline
DMGT 720 Team 1 Gantt Chart
Gantt chart
lead by C,
edits by team
J, C, S
C
C
Exported on February 1, 2015 5:52:37 PM EST
J & C graphics leads , S content copy lead

Page 1 of 2
C graphics leads, S content copy lead, all edits
J, C, S
C
C
C
graphics lead
, S & J content copy lead
J, C, S record all together

C
C graphics lead , S & J content copy lead
C
Process Book // Appendix // Timeline
212

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Collection
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posts for quick reading. A Collection must be created to tag posts. More Help
Thread:
Team 1 Network Analysis for peer
review
Post:
review
Author:
Posted Date:
January 11, 2015 11:13 PM
Status:
Published
Cheryl Edenfield
Please find attached our network analysis for Twitter, LinkedIn,

Pinterest and Google+. We look forward to your feedback.
Kindly,
Cheryl and Jamie
Attachment:
Group1_projectpart1.pdf (6.31 MB)
(Post is Read)
Thread:
Posted Date:
January 12, 2015 11:06 AM
review
Status:
Published
Post:
RE: Team 1 Network Analysis for peer
review
Author:
Bruce Claxton
Hi Cheryl,
Would you pleasse forward your pdf to me in an email?
My first impression is that it looks great and very thorough.
The format is looking weird here somehow.
We will want to standardize where to attach the week's work. This is
fine, if I can pull it and see it clearly.
1 of 41
OK
3/9/15, 11:23 PM
Collection
Thanks,
Bruce
(Post is Read)
Thread:
Posted Date:
January 13, 2015 11:40 PM
review
Status:
Published
Post:
review
Author:
Adrianna Wilder
Hello Team 1,
I'm not sure what application or program is being used for the
working wall but it is a bit hard to read. Did you all come to any
conclusions or discover any overlap between the social networks or
begin to see a potential zag? I'm interested in hearing what direction
you all are headed.
- Anna
(Post is Read)
Thread:
Posted Date:
January 14, 2015 7:27 PM
review
Status:
Published
Post:
review
Author:
Jennifer Johnson
Team 1 - while it took me awhile to figure out the flow of your work,
and how it all pieced together due to formatting- i think your content
is spot on!
It is my assumption that in your process you were very thurough,
detailed, and organized however unfortunately i think the program
you used (would you mind sharing?) to compile all of this work,
created a very difficult layout which lost some of your organiztional
preparation work.
2 of 41
3/9/15, 11:23 PM
Collection
It seems to me like maybe you started working in an adobe file where

the document size was set extraordinarily too large, so when placing
your information maybe it was difficult to sort on one page, and once
it printed to PDF you had a very large page? Just my guess!
Lovely research though! Can't wait to see what you come up with for
this week!
(Post is Read)
Thread:
Posted Date:
January 14, 2015 8:35 PM
review
Status:
Published
Post:
review
Author:
Gregg Lehman
Hello Team 1:
I was able to scroll around, and was impressed with your
demographics and all the data you were able to collect. I think it is a
great start to find your white space in the market.
Gregg
(Post is Read)
Thread:
Posted Date:
January 15, 2015 7:57 AM
review
Status:
Published
Post:
review
Author:
Monica Seggos
Hi Team 1
There was definitely a lot of effort put into your research and data
compilation. I was most interested in reading about Google+ as I
dont really use it. I do like the Hangout feature though, it is really
handy. I think a unique feature like that can be important to the
success of a social networking site, since it is fulfilling a need for the
users.
3 of 41
3/9/15, 11:23 PM
Collection
Thank you so much

all the best
Monica
(Post is Read)
Thread:
Posted Date:
January 15, 2015 11:54 PM
review
Status:
Published
Post:
review
Author:
Cheryl Edenfield
Thanks, Anna, for your comment. I appreciate it. I'll reply to both you
and Jennifer here... with the group changing almost every other day,
it was hard to come to a decision as to how/where we were going to
put it all together. Esp since we lost our third member on Friday. In
the end, Jamie and I did what we could creating our walls separately
-- his working wall in Illustrator and mine created with Stormboard
and him writing our intro. I'll attach the stormboard summary
which is easier to read here. Caveat is that any text that was longer
than the sticky got cut off. My working wall sketches were also made
really small, so I will include that in part 2 when we submit our
working wall.
Best,
C
Attachment:
DMGT_720_Network_Analyses_Working_Wall
(summary).pdf (4.106 MB)
(Post is Read)
Thread:
Posted Date:
January 15, 2015 11:55 PM
review
Status:
Published
Post:
review
Author:
4 of 41
3/9/15, 11:23 PM
Collection
Cheryl Edenfield
Thank you, Gregg. Appreciate your comment!

Best,
C
(Post is Read)
Thread:
Posted Date:
January 15, 2015 11:58 PM
review
Status:
Published
Post:
review
Author:
Cheryl Edenfield
Hi Monica,
Thank you! Appreciate your comment as well. For sure, Google+ has
its differences and is struggling behind the pack. Personally, the
hangout feature is what I use the most. I do however delve into some
G+ likes and posting, just not as much as Facebook. One of my good
friends from undergrad is a die hard Google fan, and I usually greet
him Happy Birthday via Google+ vs Facebook. His reply is always, "we
must be the only two geeks who use Google+." Ha.
Best,
C
(Post is Read)
Thread:
Posted Date:
January 16, 2015 6:36 AM
review
Status:
Published
Post:
review
Author:
Monica Seggos
5 of 41
3/9/15, 11:23 PM
Collection
haha!!:)
(Post is Read)
Thread:
Posted Date:
January 17, 2015 10:22 PM
review
Status:
Published
Post:
review
Author:
Cheryl Edenfield
We re-laid out our working walls and info in letter-sized format, so

it's easier to read now for anyone interested.
Enjoy!
Attachment:
Team1_processbook_part1.pdf (2.073 MB)
(Post is Read)
Thread:
Posted Date:
January 18, 2015 10:07 AM
review
Status:
Published
Post:
review
Author:
James Bowerman
Thanks Cheryl! this format is really easy to read.

For everyone with comments, thanks so much for your feedback, you
should be able to easily read the information and post a sticky note
though adobe reader if there is any specific feedback you would like
to give on any sections inparticular. Thanks so much for all your
comments and feedback, it is much appreciated. -Jamie
(Post is Read)
6 of 41
3/9/15, 11:23 PM
Collection
Thread:
Posted Date:
January 18, 2015 3:03 PM
review
Status:
Published
Post:
review
Author:
Bruce Claxton
Wow! I am so impressed with where you took this. I love the format
and ease of reading. I am also enjoying reading the handwritten
notes contrasting to the more formal looking charts. Thanks for this
effort.
Consider this format one that you can grow with towards your
process book. I would make this recommendation across the board
for all three groups. Plan now and then the building of the process
book should be a no brainer at the end. further, your grand slam fianl
presentation should be able to be pickups of some of this as well.
(Post is Read)
Thread:
Posted Date:
January 18, 2015 9:08 PM
review
Status:
Published
Post:
review
Author:
Cheryl Edenfield
Thanks! Glad you enjoyed the handwritten notes. I was strapped for
working wall space in the hotel room and car while traveling, so it
was easier to write everything down on printer paper as I did the
reasearch.
For sure, this is the template for our process book, so the idea is to
combine each week's submission into one document for the final.
Best,
Cheryl
7 of 41
3/9/15, 11:23 PM
Collection
(Post is Read)
Thread:
Posted Date:
Team 1 Network Design Development January 18, 2015 9:15 PM
Post:
Status:
Published
Team 1 Network Design Development
Author:
Cheryl Edenfield
Please find attached our submission for part 2. Our group decided to
take the route for a homeschooled student social network. Thoughts,
suggestions and ideas welcome; and if you or someone you know
was homeschooled we'd love to get in touch with them for an
interview.
Many thanks,
Team 1
Jamie, Cheryl and Suzanne
Attachment:
(Post is Read)
Thread:
Posted Date:
Team 1 Network Design Development January 19, 2015 10:35 AM
Post:
Status:
Published
RE: Team 1 Network Design
Development
Author:
Monica Seggos
Hi Cheryl:
I homeschooled my son Robbie (we did the unschooling form of
homeschooling). He said he would be available, as would I if you are
interested
we are on the road from NYC to LA, so we are definitely available this
week if you need us
all the best
Monica
8 of 41
3/9/15, 11:23 PM
Collection
(Post is Read)
Thread:
Posted Date:
Post:
Status:
Published
Development
Author:
Bruce Claxton
Thanks, Team 1. I got it!

At a glance, it slooks great. i am looking forward to digging in deeper
and really absorbing your work.
Bruce
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January 19, 2015 3:04 PM
review
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review
Author:
Bruce Claxton
Good stuff here!

I like it.
Bruce
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Development
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Hien Le
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Hi team 1,
Actually, i like all of ur 3 ideas. These ideas are very cool and
necessary for today. U can make a boom in these market fields.
In asian countries, homeschool is very popular. Every students must
have at least 2 classes (maths, literature, physics...). The parents
must pay much money to invite the professor going to their house
and teach their children. So i am very similar with the insight of asian
students using this network. And i think how helpful it is for
economizing money and stimulating children interact in the digital
age. So i can't wait for ur next exploration for this concept.
Hien
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Author:
Gregg Lehman
Team 1:
Great job on each concept. I thought your descriptions and analysis
was very good. I was interested in the home school concept. There
was an article in the local paper this week I have attempted to upload
for you. I live in Fayette County GA which is south of Atlanta.
Supposedly we have some of the best schools in the state. Even with
that, we have 9% (435 to 903 in 2013) of the kids being home
schooled. I think you may have a really large social network concept
especially if you were to include teaching concepts and Meet-up
groups for special events.
Nice work!
Gregg
Attachment:
Fayette Count GA Schools Jan 2015.jpg (509.908 KB)
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January 20, 2015 11:37 PM
review
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review
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Hien Le
Hi team 1,
How deep your group has analysed! Your weekly work is almost
perfect and i have learned a lot from your work. I like the idea that
you used handwritten notes and your 2x2 axis charts too. I pretty
sure that i will do that in the future.
I am looking forward ur next work!
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Development
Author:
Adrianna Wilder
Hey Team 1,
I would say you all have definitely chosen a very unique and more
necessary idea to move forward with. At least in my opinion. I think
Idea 1 has a possibility but there is still a lot of saturation in the
online travel market and idea 2 seems like more of a stretch. Idea 3 is
backed by a lot of data that reveals opportunities. I'm curious to see
how you all will format this and I wonder will you all be considering
having a section of the network dedicated to kids actually hanging
out or getting together in groups? Great start!
- Anna
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Cheryl Edenfield
Thank you, Gregg, for your comment for sharing. Will definitely look
at the article. Suzanne lives in the Atlanta area, and will be
interviewing homeschoolers there so this fits nicely.
Regards,
Cheryl
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Cheryl Edenfield
Hi Hien,
Thank you for your comment. I didn't realize that in Asian countries
homeschool is very popular. My heritage is Filipino, and my family
there all went to private Catholic schools, so this is all new to me.
Personally, I was looking in to homeschooling my son using a
Catholic/Faith-based curriculum and didn't realize until researching
that there is a cost involved. i.e. the parent has to buy the materials
normally provided by the school. So, hearing that in Asia parents
must pay to invite the professor to come to the house and teach
makes sense. It's very different here, since the parent is actually the
one doing the teaching or else they belong to a network of
homeschoolers and some parents trade off specialities to teach a
small group of children. Thank you for your insights!
Regards,
Cheryl
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Cheryl Edenfield
Thank you, Monica! We will definitely be in touch with you. This week,
Suzanne is working on the personas for experienced homeschoolers.
I'm taking on the brand new ones, so we'll probably reach out in
another week or so. We appreciate and look forward to yours and
Robbie's input!
Thanks again,
Cheryl
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Development
Author:
Cheryl Edenfield
Hi Anna,
Thank you for your comments. Yes, it is our intention to explore a
section of the network for kids. I'm excited to delve deeper and look
forward to seeing how the research and synthesization unravels our
ideas!
Regards,
Cheryl
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Thread:
Posted Date:
January 21, 2015 11:54 PM
review
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review
Author:
Cheryl Edenfield
Thank you, Hien! Appreciate your comment.

Regards,
Cheryl
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Posted Date:
Team 1 Network Design Development January 22, 2015 11:09 AM
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Development
Author:
Monica Seggos
Hi Cheryl
yes, it is amazing how many different types of homeschooling there
are. there are also many different types of regulations that differ
state by state. so some times it is more difficult to become a
homeschooler if there are too many regulations. the regulations are
based on the cirriculum that is in the state, and that is precisely what
a lot of homeschooling parents are trying to get away from.
Look forward to speaking with you
all the best
Monica
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Team 1 Defining Network Users

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January 26, 2015 12:20 AM

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Cheryl Edenfield
Please find attached our submissin for the course project part 3,
defining network users. We look forward to your constructive
feedback!
Best,
Attachment:
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RE: Team 1 Defining Network Users
Author:
Posted Date:
January 26, 2015 7:10 PM
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Cheryl Edenfield
Yikes! Didn't realize we had more time... our group is going to review
and make edits to the conclusions and potential marketing
strategies. We also have some contextual research planned for this
week attending some homeschool information sessions in our
respective locales. Please stay tuned.
Many thanks,
Cheryl, Jamie and Suzanne
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Hien Le
Hi team 1 ,
it s a very good job. I like the way u used handwriten type in this
presentation. you go so deep into your research. You have analyzed
different user groups by using empathy map. Keep forward and i
can't wait to see ur next part.
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Revised
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Revised
Author:
Posted Date:
February 1, 2015 6:57 PM
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Cheryl Edenfield
Please find attached our submission for part 3. We decided that using
a survey wasn't the route we wanted to take because each answer
varies from one homeschooler to the next. Personal interviews and
contextual research (fly on the wall, participatory observation)
worked best for us. We look forward to your constructive feedback.
Best regards,
Attachment:
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Revised
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Revised
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Posted Date:
February 2, 2015 10:48 AM
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Bruce Claxton
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I will look forward to reviewing the work! I am downloading it now

and will begin to go through it.
Thanks,
Bruce
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Adrianna Wilder
Hi Team 1,
I think you all are on a great path here. You all understand your users
very well and I'm sure those interviews you had really helped identify
them so strongly. I would argue that your competitors would only
compete with SOS on certain aspect of your concept, which would be
more so the modules and lessons aspect you all are seeking to
include. I also think it is unique because both parents AND students
are going to apart of this social network. I wonder if they would have
both separate and shared spaces on the site? That way the students
could do more of the "social networking/media" thing without their
parents breathing down their necks. I can also see how this could
expand into IM/chat and video conferencing. Obviously that's me
projecting out, but still! Great job, Team 1.
- Anna
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Revised
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Revised
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Hien Le
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Hi team 1,
As usual, your weekly work is always great! I like the way that you
combine the handwritting and typing layouts together in the working
wall, everything in details has showed up. I can look at it and firured
out how hard is your work. It s match! I love the idea in your
marketing strategy that "sponsored advertising at regional zoos and
museums during homeschooler visitation days.". This is the cool way
to link the value of outside school activities and homeschool. Going
to traditional school is not the only way that children could learn
interesting thing. Can't wait for your next work.
Hien
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Revised
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Revised
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Monica Seggos
Posted Date:
Edited Date:
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Hi Team 1
First I want to complement you on the organization of your document
and your research. I read everything thoroughly and I want to
mention that you have put a lot of focus on Christian homeschooling,
and there is no information about Unschooling, which is another
form of Homeschooling that has a large group of followers and is
based on child directed learning (Google John Holt). I know it is too
late in the game, but I was wondering if you might have considered
creating your user groups by the type of homeschooling category,
rather than by the participant. I would also like to mention that there
is a lot of focus on cirriculum, whereas there is a huge contingent of
Homeschoolers that have left the system because they found
cirriculum based education to be lacking, especially when it is
focused on state based testing. Home based cirriculums can be just
as lacking. Also, what are the advantages of Homeschooling?
Homeschooling allows children and parents an enormous amount of
freedom, not just to explore their learning styles, but what their
interests are. A lot of Homeschooled children are ahead of the game
when it comes to their life dreams, because they have been
encouraged to explore each interest to the fullest, rather than
focusing on cirriculum.
The other alternative is to focus your network on a specific branch of
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homeschooling-say Christian Homeschoolers-then you could focus

on the participants
Thank you for picking such an interesting topic-I have really enjoyed
reading about your network.
all the best
Monica
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Cheryl Edenfield
Hi Anna,
Thank you for your feedback! Yes, that is what will be unique about
ours is that students will also be a part of this. Currently, from what
I've discovered, students are relegated to Facebook groups or
Google+ communities. You make some great points, and we'll
definitely take them to heart.
Thanks again.
Best,
C
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Cheryl Edenfield
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Thank you, Hien, for complimentary comments. We appreciate it!

Best,
C
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Cheryl Edenfield
Hi Monica,
Thank you for your feedback. Yes, right now, the places we've been
and folks we've interviewed have fallen into the Christian
homeschooling realm. I briefly heard a bit about unschooling at a
"School Choice Week" info session. We initially had our user groups
divided by newcomers (still considering homeschooling), experienced
homeschoolers and organizations. I can see great value in what you
say though, about categorizing type of homeschooling category. I
think that it may fall in to a sub-category, perhaps between the
parents and students. We were talking just a few days ago about
curriculum. Sue's notes, I'm sorry I put them in the document so
small, but they do talk about the advantages of homeschooling as
well as those who are ahead of the game. Exploring beyond
curriculum is where we're headed with our three tenets. So we'll get
there, and we're excited to share it soon!
Thanks again.
Best,
C
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Team 1 Competitor Research and

Analysis
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Analysis
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Status:
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Cheryl Edenfield
Our group analyzed two types of leading networks in our chosen

market curriculum providers and homeschool resource connectors.
Our analysis and recommendations for each one are labeled
accordingly. It is with those final recommendations that we updated
and revised our creative brief, which is included in this attachment.
We look forward to your constructive feedback.
Kindly,
Attachment:
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Analysis
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RE: Team 1 Competitor Research and
Analysis
Author:
Hien Le
Posted Date:
Status:
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Hi team 1, the fact is i m your big fan. Each week, you always make
me surprise by making an outstanding presentation. But i think this
week is the best. I like your layout, more colorful and using icon,
chart very consistence. Despite there are many information, but your
layout and graphic design make the reader have patience and curious
to read all of it. Absolutely, your working wall is very professional. It's
look like the thing i see in CSI serie LoL! One more thing, i can't see
the pattern of your competitor buiness model (such as the long tail or
the multi-sided platform or....) Did i miss something?
Hien
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Analysis
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Analysis
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Adrianna Wilder
Hi Team 1,
Part 4 for you all is great. You have found great insights from your
competitor analyses. I think you have a solid idea of what's going on
here and will have a clear path moving forward. Also, kudos on
updating your creative brief. It makes it known that you all are
circling back and fine tuning. I really don't have any suggestions, but
I'm excited to see the next Part.
- Anna
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Posted Date:
Revised
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Post:
Revised
Author:
Monica Seggos
Hi Cheryl,
I really enjoy reading about your project. Homeschooling has come
so far in 12 years since I first began. It was a frightening experience
because at that time, schools and in general, people looked at you
like you were crazy and that there was something creepy about your
relationship with your child. Especially being a single mom. There
was even a movie about it starring Kyra Sedgwick called Loverboy
(2005)
so it is really great to know that there is a homeschooling defense
league, because from my experience, it was needed.
all the best
Monica
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Analysis
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Analysis
Author:
Monica Seggos
Hey Team 1:
I love your revised and updated creative brief-I have a clear picture of
why your social network exists and how it will help your user base
(and your visual presentation is great! as usual)
all the best
Monica
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Team 1 Business Model Generation
Post:
Author:
Posted Date:
Status:
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Cheryl Edenfield
Please find attached our document for business model generation

and our presentation video on YouTube here: http://youtu.be
/oVofoz0PYoQ
Looking forward to your constructive feedback.
Best,
Attachment:
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Posted Date:
February 15, 2015 10:06 PM
Post:
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RE: Team 1 Business Model Generation
Author:
Bruce Claxton
Thanks, Cheryl, and for Team 1, At a first glance you guys did a great
job with the video! Clean and informative. I couldn't help taking a
quick look even though I need to go through it again for a critique.
Graphics and icons are really good. Flow is good. Voice over is good.
One opportunity for improvement is the Value Proposition page.
Perfect idea. Its great, but too long. You could do the full voice over,
but I recommend abbreviating the actual text. Simplify. Cut it down
to three points. It's too much to try to read. You are reading the
page... add something in addition to the graphics. (Thats a
asuggestion for everyone ), Hit it directly visually, then expand on
the voice over. More to come when I can look at this and take a few
notes. Overall: awesome.
I will get more feedback to you by sometime Tuesday. Maybe you saw
my other post tonight. I am flying tomorrow and it will be tricky to
post my feedback until then.
To all Team 1, keep up the great efforts
Bruce
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Posted Date:
February 17, 2015 12:46 AM
Post:
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Author:
Adrianna Wilder
Hi Team 1,
In your pdf, I really enjoyed your in-depth business model analysis
(reminds me the final project questions for 748). I'm really interested
in seeing how the networking parts come together for the kids. I
think I mentioned this before about having sort of 2 or maybe even 3
sections that allows students to go be the young adults/kids, adults
to be adults, and somewhere they can meet in the middle. Of course,
as age permits and is appropriate. I think it's important kids are still
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allowed to be kids/students as well as individuals with hobbies and

personal interests.
- Anna
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Team 1 Part 5 Feedback
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Posted Date:
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Bruce Claxton
I wanted to try something new this week. I am giving you feedback

here, and will attach the annotated pdf here as well. It will give more
exposure to the feedback for better sharing. I wish I had thought of
this earlier! It's so simple.
Here are some highlights, and see the attachment as well for more
thoughts.
Feedback for Homeschool SOS:
Overall, this is great work. It's clean, concise and very thoughtful.
It is occurring to me that I have an emerging question on the SOS
part of your title. Is this a solid and positive metaphor? does SOS
denote emergency and is this what you'd like to say with your
network? Does this beg for a reframing of the title? Does that tweak
your focus in any way?
The table of contents are great. It tells you where you're going. Good
idea.
What exactly is iHomeschool? What am I missing? I see it crop up
from time to time, but I may have missed your description of it and
how it fits in.
I love that you include co-creation in building relationships. This
affects branding and value in a big way! You alos point out that you
will build these relationships through word of mouth. How does that
work?
You mention creating trust. In what way can you achieve that?
As your customer segments become clearer, is it time to plug in new
personas? Its something to think about. Illustrate who they are
througha scenario of their life.
In SWOT, how will you overcome weaknesses and threats? By doing
so, you will strengthen your overall proposition.
In your anlaysis, there is a comment of cost. wWhat about overhead
costs? Have you considered this? Staff costs? is it in your plan? should
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it be?
More on costs: How about letting it grow as you grow? do you need
the big bucks all at once?
Finally I liked your Zag! very clear.
Feedback on the Video Pitch:
This was very well done. Kudos to the team!
Great graphics. It's easy to follow and your pace was right on. I liked
the comparsions you pointed out early in the video... about your
competition, without calling it that! Talking about what you don't
cover is a bright moment in setting up the right expectations.
Pointing out new opportunities help too. The schedules part was clear
and the graphics supported the thought.
Asking 'Is that all?' is great. It creates curiosity. Intrique. Marks of a
good brand.
Here's a question; Are you actually suggesting that you create
content beyond just being a network?
Overall: great job.
Attachment:
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Posted Date:
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Hien Le
Hi team 1,
As usual, your work is very good. The layout of the presentation is
clean and clear, i like the the u used the color, it makes your layout
more colorful and fascinated. The value proposition is perfect. I can't
agree more than that. The way u use different color in the business
canvas to differentiate various categories is very smart. I will keep it
in my mind to apply in my own work. The SWOT is also perfect, and i
like the way you analyzed the business model by answering
questions. Very interesting!
Personally, the video pitch is very good and informative but in some
slides, it's quite long, it seems like more a pdf file or power point
presentation than a video pitch. If you reduced some slides or
sentence, made it simpler and used some animations, it would be
perfect.
Hien.
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Author:
Gregg Lehman
Team 1:
Really nice job on your video and business model generation. I really
know very little about the subject so I went to IHomeschool.com and
although the graphics and the name was excellent, I see it was not
really for the students. It seamed mostly for advertisement and
partnership. I did a quick search on the "best home-schooling
networks" and found Homeschool.com which seamed to be very
good, but if you wanted curriculum like you are proposing you end
up paying for it. I think you have found some white space. I am
interested in seeing your business model develop and see how the
financials will work out. I started to do a little research myself
because I have no idea what it costs to launch or run a network or
how you monetize one, which is really fascinating. I found some
information which I will share elsewhere.
Great job.
Gregg
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RE: Team 1 Part 5 Feedback
Author:
Posted Date:
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Cheryl Edenfield
Thanks Bruce, we are taking all your suggestions to heart. Some of

which we were able to address in our part 6 work further defining
how we will fulfill our users needs. We will also be updating our
business model to reflect the costs, which we will include in future
project parts (appears it will be appropriate to refer back to in part 7).
Best,
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Cheryl
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Team 1 Defining Your Users' Needs
Post:
Author:
Posted Date:
February 22, 2015 11:52 PM
Status:
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Cheryl Edenfield
Please find attached our part 6. It's coming together, and we're
excited. Looking forward to your constructive feedback.
Team 1
Attachment:
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RE: Team 1 Defining Your Users' Needs
Author:
Adrianna Wilder
Hi Team 1,
You've put together a thorough pdf for this part. I really enjoyed the
journey map. I can really get a great idea of how users will navigate
or being using the network. I also found yoru strategy whiteboard
helpful because it shows that you all are thinking futuristically and
considering innovation opportunities early. I think as long as the
student and their success stays the main focus, you will find ways to
innovate.
- Anna
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Bruce Claxton
Team 1, Great work this week.

I liked seeing you experimenting with the network name. Is this
where you will stay? I liked the idea of calling it a Homeschool
Exploration Network. The idea of exploration is open ended and
invites the imagination.
The empathy maps are solid. I see Jill O'Donnell's case as one of the
best overall. The scenarios come to life. Some of the others are a
little too brief. See my notes on the file. Fill them in more. On the
empathy maps, for everyone, see the 'pain' category, these can
indicate ideas to reinforce your network. Think and Feel can become
testimonies for users.
Your working walls are rich with good material. The emerging notes
and ideas are very good as well.
As you go through these excersizes, you are generating a lot of
thinking and materials. Return to your core value pillars. if you don't
have them, then establish them. Find 3 core values that you can
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measure yourself against. Stay focused. Return to these to test your

ideas as they emerge. ask, Are you still on track?
'Simplify' will be the most difficult thing to do. You all will have to
make tough decisions.
The PESTE factors are very interesting. These are coming alive and
can build the power of your solution. POG graphics will get cleaned
up and more readable as the PESTE aspects too.
Finally, refer to Jan Chipchase's work on Customer Journey Maps.
There are examples online. He is a master. See if you can map that?
Keep up the good efforts. You are on a strong path and the network
you are developing is coming along nicely.
Let me know if you need anything I can help with.
Bruce
Attachment:
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Posted Date:
February 24, 2015 10:16 PM
Post:
Status:
Published
Author:
Cheryl Edenfield
Thank you, Anna. Appreciate your comments!
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Thread:
Posted Date:
February 24, 2015 10:38 PM
Post:
Status:
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Author:
Hien Le
hi team 1,
Your work is also very good this week. I ESPECIALLY LIKE THE "hear"
of cindy lucana. IT S EXactly what i m hearing about homeschool
nowadays. Home school is only for freak kids! Besides the main
function to connect parents to homeschool programs, I m very
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curious what you guys will use this social media to switch the
stereotype of people about homeschool.
hien
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Posted Date:
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Author:
Jennifer Johnson
Hi Team 1!
You did a fantastic job on this part of the project. I was very intrigued
to see the different points you emphasized from each of your
empathy maps - and how the different users needs came together to
create somewhat of a fluid theme. This was further executed in the
notations on your working wall and displaying the progression of the
user's interaction with the network. I think that your topic is very
unique and represents a niche in the market that is currently lacking
a well-known, go-to network.
I really love how you have incorporated the whiteboard working wall
to this, I think that the best part about a working wall is that you are
constantly adding and subtracting, adjusting and making changes,
moving things around to see an idea from a new perspective. The
whiteboard seems like a very effective way to do this - and I might
just have to invest in one for future classes. Brilliant!
Thanks again for sharing great work,
Jenn
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Author:
Bruce Claxton
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Jenn, Just a quick one for the whiteboard: Make it magnetic so you
can add on sketches!
Bruce
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Posted Date:
Post:
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Author:
Cheryl Edenfield
Great tip, Bruce. My whiteboard is magnetic, which is how I put the

persona in the middle. I wish it were bigger, but I do have two
gigantic black foam core boards with binder clips, hanging on push
pins, below the white board for post its. I also use post it tape for
printed sheets. Then I can flip the foam core board around because I
have a working wall for another project on the back.
C
(Post is Read)
Thread:
Team 1 Part 7: The H-E-N prototype
and branding
Post:
and branding
Author:
Posted Date:
March 1, 2015 10:27 PM
Edited Date:
March 2, 2015 1:22 AM
Status:
Published
Cheryl Edenfield
Hi class! Please find our prototype and branding package attached,

and our presentation video on YouTube here:
http://youtu.be/WLM3xbjiAME
or a larger, higher quality video on Dropbox here
https://www.dropbox.com/s/gyuvxelka2xkrvv
/Group1_ProjectPart7.mp4?dl=0
Had some technical issues splicing together videos, but it works! We
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look forward to your constructive feedback.

Kindly,
Team 1
Attachment:
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Thread:
Post:
Cheryl,
Author:
Posted Date:
March 2, 2015 11:06 AM
Status:
Published
Bruce Claxton
(Post is Read)
Thread:
Post:
RE: Cheryl,
Author:
Posted Date:
March 2, 2015 11:09 AM
Status:
Published
Bruce Claxton
Sorry about that! Cheryl,

You have a fantastic set up for creative thinking. Being able to see
your thinking on a larger scale, and that it's flexible is great. There is
something powerful about getting it out of your head and turning it
into a visualization that helps.
Thanks for sharing.
Bruce
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and branding
Status:
Post:
RE: Team 1 Part 7: The H-E-N
prototype and branding
Author:
Monica Seggos
Published
Hi Team 1
I really enjoyed seeing how much progress you have made with your
social network. I love the parent friendly graphics-they make me feel
that the social network cares about the happiness of the children. To
me that is what homeschooling is all about-making learning a fun
and happy experience. Many non homeschoolers feel that you are
depriving your child of having an authentic social life and dismiss the
value of homeschooling as an education. What you present with your
graphics is a positive inviting view of what homeschooling can be. I
particularly like your focus on learning styles-in addition a childs
developmental process is key also. Boys espeically are generally late
bloomers compared to girls. I think that focusing on learning styles
helps the non homeschooler to understand that homeschooling
parents want to find the best way to help their child learn
Thank you
all the best
Monica
(Post is Read)
Thread:
and branding
Post:
Author:
Hien Le
Posted Date:
March 2, 2015 9:35 PM
Status:
Published
Hi team 1,
Your website is very good. The video presentation is very detailed
and clear. It seems like you take advantage of all space in your
website to provide a value to users. I love the idea of the calendar. It
s absolutely helpful. For me, it s more fun than the calendar on
mySCAD (lol.) The illustration is match with the target audience.The
flow and navigation of the website is clean and easy to follow too.
One little thing to add. Don't bother! hahaa. Personally, it seems to
me that, the color in the background may have a minor change
throughout your website, maybe you could add some colors or some
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graphics in several pages. Bacause of your target audience, it does'nt

look like a theme park website with colorful stuffs but i think
adjusting or adding something in your background like 'the curricula
for videual learners" is not a bad idea.
Best
Hien
(Post is Read)
Thread:
Posted Date:
March 2, 2015 10:21 PM
and branding
Status:
Published
Post:
Author:
Gregg Lehman
Great Job! The detail that you have taken it to is very impressive. I
like the celebrity voice over as well! I know you have been working on
the name and I was wondering if you might consider making it
playful like HEN as in Mother Hen. You could create character as your
logo. Just a thought.
Gregg
(Post is Read)
Thread:
and branding
Post:
Author:
Posted Date:
March 3, 2015 12:10 AM
Status:
Published
Adrianna Wilder
Hi Team 1,
You all have organized your prototype very well. I thought it spoke a
lot to the curricula and modules than it did the networking. I did
think the network would be more connection-oriented for both kids
and parents to be social and to group up with one another, but I felt
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it was more parent-oriented. If that's what you're going for, that's

perfectly fine. I might have just perceived it differently. I enjoy your
brand and your color scheme but I think the graphics might be a little
off-putting or childlike for homeshcoolers that are high school age.
Just something to consider. Nonetheless, always a great job. Can't
wait to see your pitch!
- Anna
(Post is Read)
Thread:
and branding
Post:
Author:
Posted Date:
March 3, 2015 8:10 AM
Status:
Published
Jennifer Johnson
Hi Team 1!
Wonderful job here. I really felt like the mechanics of your
prototyping and branding came through in this video with flying
colors. The flow of your prototype is very cohesive and I feel that
logically it makes perfect sense. I would agree with Adriana below as we have been going through each part of this project I think I was
under the impression that it would be more focus on the
interconnectedness of us the children and parents. However, after
this video I can see it transform in a different way - focused a bit
more on the parents' needs. I like it!
I think you have created, and maintained brand consistency
throughout your video - and I think the features you have developed
also play into your brand standards very seamlessly. Great work!
Looking forward to seeing how all of this pulls together as we round
out the next few weeks!
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and branding
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March 4, 2015 3:31 PM
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Post:
Author:
Cheryl Edenfield
Thanks everyone! We appreciate your feedback.

Yes, our approach to the graphics and site were as Monica said,
parent friendly. While HEN is also for children, it's important to have
parent buy-in for their children to use the network in tandem with
their parents. Our goal isn't to go where networks like "kik
messenger" or "WhatsApp" have gone with pre-teens and teens are
bullying or being bullied unknown to parents. Some wireframe pages
were cut out of the presentation to get it under 5 minutes, i.e. the
online safety and civility policy that should be agreed to by parents
and children (see the appendix in our PDF).
Gregg -- thank you for suggesting the pronunciation of "HEN" versus
"H-E-N." I wasn't sure, even though we have the hen shaped icon. We
talked about having a "Mother Hen" like "Mother Goose" and are glad
you brought it up! The majority of homeschooling parents and
community organization leaders are women, making the "mother
hen" term appropriate to our target audience.
We're excited to share our pitch with you all. Cheers to the last
stretch of the quarter!
(Post is Read)
Thread:
Posted Date:
Team 1: HEN Homeschool Exploration March 8, 2015 8:36 PM
Network
Status:
Published
Post:
Team 1: HEN Homeschool Exploration
Network
Author:
Cheryl Edenfield
Here's our final video. We look forward to your constructive feedback.

Many thanks,
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Player Controls
YouTube URL: http://www.youtube.com/watch?v=NsOMn0Ro0Iw
(Post is Read)
Thread:
Posted Date:
Network
Status:
Published
Post:
RE: Team 1: HEN Homeschool
Exploration Network
Author:
Monica Seggos
Hello Team 1
Really enjoyed watching your video. I love how you incorporated
everyones voice as a narrator-to me that added to the idea that you
were going to be an asset to many families. Again, I loved the
graphics-and liked how you incorporated photographs within the
presentation as well. I thought your message was clear and the copy
on your dummy pages enhanced your narration. Honestly, it was fun
to watch. The financial pitch was a bit confusing-I thought the
offering of a 20% return extremely high for such a low ask-that is
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$100,000 out of the 500,000. This also does not allow for
negotiations on your part-starting with the lowest possible terms
that are in your favor, then maybe give points on the back end, for
when the site becomes successful. As an investor, I think I would
rather have seen a valuation of the social network with the addition
of long term growth probabilities that would benefit me in the long
run.
I have really enjoyed following your process and have learned a lot
from your work
Thank you
all the best
Monica
(Post is Read)
Thread:
Posted Date:
Network
Status:
Published
Post:
Exploration Network
Author:
Adrianna Wilder
What a great video! You all have conveyed the network very well and
have also included numbers in the video that I'm sure an investor will be
looking for or asking about. Great job!
(Post is Read)
Thread:
Posted Date:
Network
Status:
Published
Post:
Exploration Network
Author:
Cheryl Edenfield
Hi Anna, thank you for your comments. It's appreciated!

Best,
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Thread:
Posted Date:
Network
Edited Date:
Post:
March 9, 2015 6:39 PM
Status:
Published
Exploration Network
Author:
Cheryl Edenfield
Thanks, Monica! Points well made for sure. Honestly, I don't have
personal experience with equity return on investment and would have
to defer to others in the group. It makes total sense to see a
valuation of the social network with long term growth probabilities.
Thanks again. It sure has been a learning experience!
Best,
C
(Post is Read)
Thread:
Posted Date:
Network
Status:
Published
Post:
Exploration Network
Author:
Gregg Lehman
Team 1:
Great Job! I thought the pitch was very professional and convincing.
The graphics, music and voice overs were very good.
I like the Shark Tank type pitch as well. I think 500K at 20% equity
values your network at 2.5 Million, but you might want to check my
math. Not bad!
I appreciate your work this quarter.
Gregg
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Home School Network

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Discover learning styles and activities through

a social network dedicated to parent and student success.

Homeschool Exploration Network

Process Book // Introduction

Jamie Bowerman, Cheryl Edenfield and Suzanne Mitchell made up Team

Process Book // Introduction

Process Book // Contents

Part 5. Business Model Generation............................................................. 147

Part 1. Network Analysis

Process Book // Part 1. Network Analysis

Process Book // Part 1. Network Analysis

Site specifically for professionals.

Open up the opportunity to contact someone other than

You can view how you are connected to other people.

Open up what kinds of jobs you are looking for.

Only allows you to contact people you know by email.

Only can access someone by knowing their email.

Other professional networking sites.

Process Book // Part 1. Network Analysis

Good but not different

Good and different

People can make introductions.

Only can access someone by knowing

You can be recruited for a new job with

Can see the degrees of connectivity.

Site specificially for professionals.

Great tool for recruitment.

Not good and not different

Different but not good

Only can access someone by knowing

Ability to merge Twitter and Facebook;

Pay to upgrade to connect with any individual.

Process Book // Part 1. Network Analysis

To make more private sharing.

Easy to copy an account.

Younger people using a different app like Snapchat.

Security and privacy issues.

People leave Twitter because anyone can comment on their posts.

Easy to insite rants on certain post.

Easy to create duplicate or fake accounts.

Process Book // Part 1. Network Analysis

Process Book // Part 1. Network Analysis

Built for advertising but does not have ads (yet).

Plenty of room to increase daily use by users.

Multi-platform sync to other social networks like Foursquare, Facebook,

Automate proper attribution through programming/coding.

Building more opportunity for engagement between users.

Users have research mindset.

Easy to not give proper attribution due to editing availability.

Future use advertising may turn off users (unknown?).

Less conversational; less engagement which is based on re-pins.

Google has nearly 8x as many regular monthly users.

Google has been around much longer.

Not a broad reach; primarily women users under age 45.

Process Book // Part 1. Network Analysis

Google is the ultimate card catalog in the business of harvesting

To help people discover interesting or

Mostly men under 30.

Coordinates the distribution of Web content,

Giving a site a thumbs up results in the site

Paid discovery - brand and publisher

Its features allow users to discover and rate

StumbleUpon is a discovery engine (a form of

Process Book // Part 1. Network Analysis