Case Detail

Case Summary

TabletTeach: Opportunity Analysis for a New Educational Technology Product

Case Number: 5-314-500, Year Published: 2015, Revision Date: August 08, 2016

HBS Number: KEL900

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Authors: Mohanbir Sawhney; John Miniati

Key Concepts

Entrepreneurship, Product Development, Educational Technology, Disruptive Technology, Opportunity Analysis


In May 2013, Jack Russo, a Chicago-based tech entrepreneur, had to choose one of four possible product concepts to use as the starting point for his new K–8 educational learning company, TabletTeach LLC. At the time, the K–12 education market in the United States was experiencing major disruption due to print-to-digital transformation, new Common Core State Standards (CCSS), new standardized tests aligned to the Common Core (rolling out in most states in the 2014–2015 school year), and increasing pressure from parents for schools to incorporate technology in their children’s learning. Based on his first-hand experience and research, Russo knew there was a significant opportunity for a company that brought to market a tablet-enabled learning solution focusing on grades K–8, which made learning Common Core math and/or language arts fun for every student and engagingly simple for all teachers.

This case provides an interesting example of something typically hard to teach: transitioning from the fuzzy front end of a market opportunity analysis to a specific product opportunity. The case bounds the problem by outlining four potential product concepts, which students will then evaluate and rank using their own sets of criteria.

Learning Objectives

After reading and analyzing the case, students will be able to:

  • Define evaluation criteria for an opportunity analysis of a tech startup in a dynamic market
  • Use these criteria to evaluate a set of product concepts and their business opportunities
  • Refine a set of product concepts to develop and present a recommendation
  • Understand the importance of the problem-persona-product fit and “jobs to be done” data in identifying high-value opportunities
  • Present findings in an opportunity brief and a market opportunity hypothesis statement

Number of Pages: 18

Extended Case Information

Teaching Areas: Entrepreneurship

Teaching Note Available: Yes

Geographic: Chicago, Illinois, United States

Industry: Education

Organization Name: TabletTeach LLC

Organization Size: Small

Decision Maker Position: Founder

Decision Maker Gender: Male

Year of Case: 2013