We had our third group presentation. This week, our subject was value proposition of Kampüste. This week, we improved our customer segments (personas), interviewed each type of customer segments and according to these interviews, created value propositions for each persona. Our personas and value proposition now reflects the reality more, because we have worked so hard this week. You can see the slides below. I will explain what we mean by creating value propositions for each persona.
Preparation year students want to socialize, they are interested in on and off campus events, and making friends. They are demanding engagement with culture and campus. We offer them sociability, improving English opportunity and being aware of what is happening in the city & campus. So, they will be early adapters of Kampüste, maybe they need it most, and they will be active users.
Department Students (1st,2nd,3rd,4th year) are demanding secure sharing of class materials and notes. They might be interested in reviewing classes & instructors. They demand to broaden their networks and they are interested in finding jobs & internships. They are going to be the biggest percentage of users and they are more concerned with classes apparently. We offer them course materials, suggestions about course selection (mostly elective courses), evaluation of courses & lecturers, sharings of networking events (also all the activities in Ankara) and job & internship announcements.
Foreign Students: They are ERASMUS, exchange students and foreigners. They are seeking to learn a new culture and make new friends at METU. And also, they are more interested in social aspects of the platform. According to our interviews, foreign students complained about everything written is in Turkish in 100.Yıl Evleri, Usity App, etc. We are providing them English language option, so KAMPÜSTE will be inevitable to use for them. Some of them are closed people, so meeting new people can be hard for them. Again, KAMPÜSTE will solve the socializing problem in an easy way. Learning what is happening in Ankara is very important for them, which they will be able to experience, if they use our application. Because they have limited time at METU, it's important to know what activities are taking place. The provision of the English language is something that other applications cannot accomplish very well. They do not create the majority of our customer segments, but we assume that they will be highly active users.
Master and PhD Students: They are seeking to improve their personal connections (network). They are interested in job opportunities & offerings. Also, they demand to reach students for researches, surveys and so on. We thought of their character like this: The networker and the career people. Because we are going to provide job announcements, sharings of networking events, course materials and suggestions about course selection (mostly elective courses), they will want to use our application so much.
The Graduates-Alumni: They are older people and not here to socialize or improve their network. They are giving back to their community, engaging in organizational commitment. They are trying to stay young. They want to create job listings, freelance job offerings, and internship opportunities. They may consider making donations. They want to know about what's going on in the campus as a METU graduates. METU Alumni will want to use our application for staying in touch after graduation. This makes it easier to get a job for a new graduate: NETWORK. We offer them job & internship announcements, sharings of networking events and activities in Ankara.
We changed our personas, and we interviewed with each type of customer segments.
There are 5 personas: preparation year students, department students, foreign students, master and PhD students, METU graduates.
By evaluating the interviews, we created personas.
These are the common problems for METU students.
We updated the business model canvas.
We modified our value proposition and assumed the appropriate value propositions for each type of customer segment.
Here is the value proposition canvas.
We noticed that our competitior Usity App learnt that we are in this business. And they added a segment to their home page under the name Kampüs (green one). We understand that they have already realized our existence and are beginning to fear us :) They even copied our logo.
But this is the logo we prepared weeks ago ! :)
We had 20 real-life interviews this week. We spoke to each type of of customer segments.
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