Concept: Music Lesson/Service that is entirely online
Main Problem/Risks: Sound quality/ video quality
Main Differentiators: Tailored music package based on an intake/questionnaire
1. Establish how they learn:
- Or kinesthetic learners
2. Determine what they want to learn
- Type of instrument
- Do they want to learn sight-reading, or music theory/chords (both?)
- What type of music do they like/will they want to play?
3. What are they most looking for, from the product?
- Support: someone to ask questions/get help from?
- Opportunities to play/jam/collaborate/preform?
- Resources: free music downloads, chord cheat sheets, etc.
- Inspiration: seeing the most creative/cool things that other people are doing with their music? Mashups, cool videos, etc.
4. What level of a program do they want?
- How much are they looking for? Resources and lessons, one or the other?
- What are they willing to pay?
Determine their level of experience and training:
- Are looking for flexible music service
- Are Tech-Savy
- Most likely older teenager/young adult range: 16-26
- No transportation needed
Dragon Fly Effect Approach
1. Focus on one goal
- Make music lessons FUN & ENGAGING
- Human behavior dictates that if it’s fun, we will be very likely to do it again. Period.
2. Grab Attention
- Use social media to promote people who are using the service in fun and creative ways
- Make it a competition, make it a point of pride
- Use music for something good and meaningful: flashmob preformances at nursing homes, in pediatric hospitals, etc. Something meaningful, that matters.
3. Methods to engage others
- Begin with pain points: use social media for customer development, search by hashtags (e.g. #I hate music lessons, #music lessons, #music problems).
- Begin a music community conversation: identify early social media evangelists, as well as the pain point themes
- Once we know what the pain points are, we can overcome the barriers to fun & easy.
4. Empower others:
- Enlist mentors to be part of the service: either paid or voluntarily as a legacy
- Give away product to key influences- make them brand evangelists
- Give users discounts for every person they refer to the program
- Offer obvious platforms to clients to share their skills: make their own tutorials, feature their best mashups, best performances sessions, etc.
Thinking Inside the Box Approach
- Remove seemingly essential elements
- What if this wasn’t a music service? But a music-practice motivator?
- Music lessons meets computer/video game? To open the gate, you have to play a complicated riff?The goal is to show the direct consequences of actions- make it like a reward system, or “leveling up,” in order to motivate people to practice.
2. Bring together unrelated tasks or functions
- Create a music “pedometer.” Something like the app Runkeeper: tracks how long/far you’ve gone. Something that would track duration of practice, number of notes/chords played?
3. Copy a component and then alter it
- Incorporate dreaded practice tasks such as using a metronome into the game. The metronome becomes a kind of music tight rope the character must walk. Similar to guitar hero.
4. Separate the components of a product or service & rearrange
- As Anna Armstrong’s pointed out, typical music lessons are arranged something like:
- 1. Choose instrument, 2. Lesson, 3. Practice, 4. Preform, etc.
- But what if lessons were less like a corporate ladder to be climbed, or hoops to be jumped through? And instead was more like sales or capitalism?
- Ends justifies means. Deliverables = rewards.
- Meaning “leveling up,” doesn’t happen according to a rigid linear timeframe, but simply: results (musical improvement/achievement)= rewards?
5. Make the attributes of a product change in response to changes in another attribute in the surrounding environment.
- Based on the number of practice you record on your “pedometer,” your ability to stay in beat with the metronome, your video game powers/skills/ increases. Your teacher/supervisor gives you additional power/access based on your improvements.
- Similar to Armstrong’s idea: “when a student reaches a new progress level, the student can view on the online collaborative platform new/more people at the newly achieved level with whom the student can collaborate.”