Do Good Feel Good

Let's make this world a better place together!

I truly believe that if people get motivated and supported by their peers, they will do more for the community.

Problem Hypothesis: In our daily busy lives, we do not always have sufficient encouragement and motivation to find time and dedicate effort to do good things for the community.

Customer Segment: All responsible citizens who want to contribute to building a better world

Solution Hypothesis: If there is a way for people to support each other’s good intentions and good deeds, we will be encouraged and motivated to do good things for the community.

Assumptions about Users: People need external motivation and support to dedicate their time and effort to building a better world.

Riskiest Assumption: People care about contributing to building a better world.

MVP: 1. Interview respondents of different age and profession.

 Questions:

- Do you contribute to the community? - How?

- How much time do you spend doing it per week?

- Do you spend as much time as you would like to doing this?

- <If no then> what would encourage you to dedicate more time to doing this?

- Would you like to exchange this information with stranger

Success criteria:

How many “do good’ers”. Success Criterion: 5/10

How many people need encouragement . Success criterion: 3/5

 2. Online Survey

- Do you volunteer in your community within the last 6 months? (Yes/ No)

- What makes people volunteer (externally and internally)?

-  Would you like to know what motivates others?

- Would you be willing to support them by letting them know that you think they are doing great things?

- Would you like to tell other people you do not know about good things that you do?

- Did you ever feel that you want to share something good you’ve done but are afraid that others will consider it bragging?

- How do you want to be encouraged?

Success criteria:

How many people currently volunteer. Success Criterion: 10/15

How many people need external motivation . Success criterion: 5/10

People want to share good things they are doing. Success criterion: 8/10.

Summary:

BUILDING AND RUNNING MY MVP

VALIDATING MY HYPOTHESIS:

In order to validate my hypothesis, I set up the following survey: http://goo.gl/QfpiW. I also conducted interviews with 10 more people to make sure that I am not missing on non-verbal clues.

Besides validating my riskiest assumption (concerned citizens care about the better world), I am testing my second riskiest assumption (need external motivation), trying to learn more about my customer segment, their demographics, social status, preferences, and habits, or order to target my social site best to their needs. There is logic embedded in this survey, as advised by Melissa (if someone does not want to make this world a better place, they are not my target audience, and they are redirected to the Thank You page, which still collects their demographic and other information, so that I can better understand who my target audience is).

The results of my research are available in a spreadsheet in google drive (unable to share broadly because of personal information contained), but the summary is below (I posted this survey in our class feed, so thanks a lot to everyone who provided your responses):

Summary: 13 responses

Do you think that doing good things for the community is generally a good idea?
Yes   10 77%
No   0 0%
Not sure   3 23%
Would you like to do good things for the community (anything counts, from planting a tree to helping elder people)?
Yes   9 69%
No   0 0%
Not sure   1 8%
Are you doing these things on a regular basis?
Yes   2 15%
No   3 23%
Sometimes   5 38%

Thank you for doing good!

Would you like to do more for the community?
Yes   8 62%
No   2 15%
Not sure   0 0%

You are not alone!

What would help you to do more for the community?
Support and encouragement from others   5 45%
Having more spare time   7 64%
Need more creative ideas about what I can do   4 36%
Money   0 0%
Having company   4 36%
Other   0 0%
People may select more than one checkbox, so percentages may add up to more than 100%.

Thank you for helping me with my research!

Please tell me as much as you are comfortable with about yourself, so that I can define customers for my new product
<Personal information removed from the preview>
Your age range
Less than 20   0 0%
20-40   2 15%
40-60   1 8%
Over 60   1 8%
Your Occupation
<Personal information removed from the preview>
Anything else you would like to share about yourself
<Personal information removed from the preview>
Any thoughts and suggestions you have about the project which will encourage people to do good for their community and help them collaborate in that?
<Personal information removed from the preview>
Number of daily responses
 

As a result, I validated my hypothesis and I am ready to run my experiment to define the product within the customer segment I identified:

In addition, I found out that time constraints are the most frequent reason for people to skip doing good things, even if they want to, so I decided to provide a feature to help customers using their time in a smarter way by planning, tracking, and getting notifications about good things they want to do.

For the next step, I have built a prototype web site using unbounce platform. I am also doing A/B testing (50%/50%) to define which value proposition is more appealing to the users, sharing and getting encouragement from others (A) or planning/tracking for their community work (B).

The web site is at: http://unbouncepages.com/do-good-feel-good/. Please come and check it out, and if you like the idea, click the "Start today" button.

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Pivot 1. After 5 days, I got 0 conversions on either B (encouragement) or A (planning) landing pages at http://unbouncepages.com/do-good-feel-good/. Below are the screenshots of the both pages and stats from unbounce.com:

A. Planning:

B: Encouragement:

Web analytics:

Then, I distributed the link to my contacts on LinkedIn. I got 16 visitors I needed but still no conversions. It was clear it was time to pivot.

2. Customer Segment Pivot

Since neither sharing/encouraging nor planning/scheduling help with voluntering generated any conversions while my hypothesis about caring about the better world and wanting to volunteer were validated, it was clear to me that I am either addressing the wrong customer segment or providing the wrong type of product. I also noticed during interviews that young people were more excited about volunteering than adults. So I decided to do a customer segment pivot and talk to teenagers. And the results were overwhelming! All 10 teenagers I interviewed wanted to take advantage of volunteering opportunities. But they said they did not know how to find out about the opportunities close to their home that provide flexible hours. So it was time for zoom in pivot.

3. Zoom In Pivot

As I found out, teenagers wanted to do good. They were looking for volunteering options that provided flexibility and were reasonably close to their house or school. I provided a web page where I posted several opportunities I was aware of (local library and senior citizen center) and sent it to my teenage son's network on Facebook. On the web page, I asked kids to let people in the library of senior citizen center know whether they were referred by Do Good Feel Good network. I gave it 2 days. In 2 days I called both, and none of volunteers referenced the network. But I new there was a need! So it was time for a Channel pivot.

4. Channel Pivot

Instead of "pull" method when I waited for teens to come to my page for the information, I sent e-mails to the same group with specific timing available. I also suggested that they call me to respond. Finally, I specified that if they need a ride, I can help (I live in a rural area in New Jersey, so getting to a destination is a problem if you do not drive). I was looking for 3 kids out of 10 who would agree to a specific volunteering opportunities. In one day, I got 5. I even ended up driving one of those kids to the local library and back!

5. My project has shown that there is an actual need for teenagers to find meaning in their own lived by doing good things. They may not always have initiative and/or time to look for volunteering opportunities, but once they become aware of those, they will be happy to help!

So what are my next steps? - Persevere.

I do not know if this idea becomes a business (most likely not), but I plan to keep my eyes open in identifying volunteering opportunities for teens and share them with the local teen network, and maybe even with the local schools. I hope this product will have a positive outcome. And maybe we will make this world a better place together! 

Conclusion: As a result of the product research done during this class, my idea of a global volunteering and community service sharing network changed into the concept of identifying local volunteering opportunities and supporting local teenagers in taking advantage of those. It is not as global as my original concept but the  local library appreciates the support they got as a result of this outreach, as well as the senior center in my township. In addition, it was a good example for my son who is 12 and participates in a number of local volunteering options. And finally, I learned a lot and enjoyed the information presented in class. Thank you, Melissa! It was a very good learning experience.

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