Background & Marketing Objective

Lyceum was the perfect project for a new consultant in the Marketing Lab at BYU. We were contacted by a pair of entrepreneurs who were in the early stages of ideation for a new business that would disrupt the education sector. Drawing from their own experiences with higher education and launching ventures across the globe, these entrepreneurs saw an opportunity to disrupt the education space while making learning opportunities more widely accessible for both learners and teachers.

Our team became trusted strategic partners, delivering an assessment of the current landscape, identifying white space opportunities, conducting in-depth quantitative & qualitative research to surface customer needs, and testing resolutions.

Process
We worked with the Lyceum team every step of the way as we designed research studies, collected data, and analyzed results. First, we started by learning through primary and secondary resources available through BYU, developed a research hypothesis, and launched a quantitative survey through Qualtrics.

The next phase was qualitative oriented, and we used multiple panels to collect focus group participants from three distinct customer segments to surface needs and create target personas. A third-party group helped us conduct another round of focus groups to validate the competitive angle for prototype ideas.

In the final stage, we used a Lean Business Canvas model to create a launch strategy and revenue growth plan to help this entrepreneurial effort take flight.

Outcome
The Lyceum team received validated research on the current landscape, recommended segments, customized buyer personas, several viable prototypes, and a lean business strategy to launch successfully. Our team had a blast working with such a lean startup and has been excitedly watching as the research is put to the test!