audit · v1
100 user journeys
What kids actually learned, where they dropped off, who pays, and what the revenue model looks like. Real data + 100 hand-authored synthetic journeys across 10 archetypes.
real sessions
…
projected build-rate
79%
projected publish-rate
44%
best-fit payer
Teacher rehearsing for class
section 1
Real signal
loading…
section 2
The 100 journeys
reached build
79/100
reached critique
67/100
reached publish
44/100
reached share
18/100
funnel
idea
100 · 100%
plan
89 · 89%
build
79 · 79%
critique
67 · 67%
publish
44 · 44%
share
18 · 18%
100 of 100
| # | archetype | idea | stages | dimensions | moment | eff. | pays? |
|---|---|---|---|---|---|---|---|
| 1 | First-time solo kid | "make something cool" | — | stared at the textbox | 1/5 | no | |
| 2 | First-time solo kid | "idk really" | — | typed and deleted | 1/5 | no | |
| 3 | First-time solo kid | "an app i guess" | business | tried one chip then closed | 1/5 | no | |
| 4 | First-time solo kid | "social media but better" | — | asked Steve what to build | 1/5 | no | |
| 5 | First-time solo kid | "homework helper" | business | got a brief, didn't continue | 2/5 | no | |
| 6 | First-time solo kid | "a quiz thing" | business | saw the plan, bounced | 2/5 | no | |
| 7 | First-time solo kid | "track my mood" | business | picked Option A | 2/5 | no | |
| 8 | First-time solo kid | "study timer" | business, design | saw forks, didn't pick | 2/5 | no | |
| 9 | First-time solo kid | "todo for school" | business, design | got a build, didn't iterate | 2/5 | no | |
| 10 | First-time solo kid | "sleep tracker" | business, design, tech | first build felt magic | 3/5 | no | |
| 11 | Solo kid w/ one real annoyance | "brother barges in while i study" | business, design | named the moment, build felt sharp | 3/5 | parent | |
| 12 | Solo kid w/ one real annoyance | "lost my PE kit again" | business | Steve noticed the friction | 3/5 | parent | |
| 13 | Solo kid w/ one real annoyance | "group chat is chaos" | business, design, tech | added empty state copy themselves | 3/5 | parent | |
| 14 | Solo kid w/ one real annoyance | "forget to text mum after school" | business, design | iterated on the button label | 3/5 | parent | |
| 15 | Solo kid w/ one real annoyance | "can't find my charger" | business, tech | added localStorage so it didn't reset | 3/5 | parent | |
| 16 | Solo kid w/ one real annoyance | "homework due dates everywhere" | design, content | wrote real microcopy | 3/5 | parent | |
| 17 | Solo kid w/ one real annoyance | "no one in my class speaks spanish" | business, design, tech, content | shipped it to their phone | 4/5 | parent | |
| 18 | Solo kid w/ one real annoyance | "mum nags about chores" | business, design, brand | dark mode just for them | 4/5 | parent | |
| 19 | Solo kid w/ one real annoyance | "i forget to drink water" | business, design, tech | shared with one friend | 4/5 | parent | |
| 20 | Solo kid w/ one real annoyance | "scared of asking questions in class" | business, design, tech, content, brand | published, no class link | 4/5 | parent | |
| 21 | Year 7 in class | "my pet is bored" | business | did it because teacher said so | 2/5 | school-only | |
| 22 | Year 7 in class | "lunchtime queue is long" | business, design | completed the worksheet | 2/5 | school-only | |
| 23 | Year 7 in class | "lost property is huge" | business, design | asked Steve a real question | 3/5 | school-only | |
| 24 | Year 7 in class | "year 7s get lost in the corridor" | business, design | iterated once | 3/5 | school-only | |
| 25 | Year 7 in class | "homework planner" | business, tech | added a number input correctly | 3/5 | school-only | |
| 26 | Year 7 in class | "water bottle reminder" | business, design | fixed the empty state | 3/5 | school-only | |
| 27 | Year 7 in class | "kindness wall" | business, design, tech | wrote a how-to strip | 3/5 | school-only | |
| 28 | Year 7 in class | "library finder" | business, design | named a real classmate as user | 3/5 | school-only | |
| 29 | Year 7 in class | "tutor group quiz" | business, design, content | asked teacher to print evidence | 3/5 | school-only | |
| 30 | Year 7 in class | "house points tracker" | business, design, tech | shared with the class | 4/5 | school-only | |
| 31 | Year 10 ambitious | "GCSE revision sucks" | business, design | pushed back on Steve once | 3/5 | school-only | |
| 32 | Year 10 ambitious | "anxiety before mocks" | business, tech | defended their plan | 3/5 | school-only | |
| 33 | Year 10 ambitious | "girls get talked over" | business, design, content | wrote a sharp critic-mode reply | 3/5 | school-only | |
| 34 | Year 10 ambitious | "break-time too short" | business, design, tech | rebuilt twice | 4/5 | school-only | |
| 35 | Year 10 ambitious | "year 10 mentor app" | business, design, tech | added a defended UI choice | 4/5 | school-only | |
| 36 | Year 10 ambitious | "spanish word a day" | design, tech, brand | named a brand reference (notion) | 4/5 | school-only | |
| 37 | Year 10 ambitious | "menstrual tracker for school" | business, design, tech, content | wrote real copy that sounded like them | 4/5 | school-only | |
| 38 | Year 10 ambitious | "anti-bullying journal" | business, design, tech, brand | published with intention | 4/5 | school-only | |
| 39 | Year 10 ambitious | "neurodivergent study mode" | business, design, tech, content, brand | shared with year group, got feedback | 5/5 | school-only | |
| 40 | Year 10 ambitious | "climate action for our school" | business, design, tech, content, brand | iterated after critique | 5/5 | school-only | |
| 41 | After-school code club | "trade card scanner" | business, tech | third session: sharper brief | 3/5 | school-only | |
| 42 | After-school code club | "robotics club leaderboard" | business, design, tech | added persistence first try | 4/5 | school-only | |
| 43 | After-school code club | "minecraft server browser" | design, tech, brand | named a reference and what to drop | 4/5 | school-only | |
| 44 | After-school code club | "league of legends mood log" | business, design, tech | rewrote copy in their voice | 4/5 | school-only | |
| 45 | After-school code club | "guitar chord trainer" | business, design, tech, content | iterated on critic notes | 4/5 | school-only | |
| 46 | After-school code club | "skate trick checklist" | business, design, tech, content | shipped to club showcase | 5/5 | school-only | |
| 47 | After-school code club | "homework auctions" | business, design, tech, brand | got a real user (their sibling) | 5/5 | school-only | |
| 48 | After-school code club | "school radio jukebox" | business, design, tech, content, brand | kept iterating after publish | 5/5 | school-only | |
| 49 | After-school code club | "lego instructions remix" | business, design, tech, content, brand | wrote a teacher-facing footer | 5/5 | school-only | |
| 50 | After-school code club | "anime ranker" | business, design, tech, content, brand | remixed someone else's app | 5/5 | school-only | |
| 51 | Homeschool kid + parent | "track our nature walks" | business | parent read the why-footer aloud | 2/5 | parent | |
| 52 | Homeschool kid + parent | "spelling streak with mum" | business, design | kid drove, parent watched | 3/5 | parent | |
| 53 | Homeschool kid + parent | "chores chart" | business, tech | iterated together | 3/5 | parent | |
| 54 | Homeschool kid + parent | "siblings argue tracker" | business, design, content | kid taught parent localStorage | 3/5 | parent | |
| 55 | Homeschool kid + parent | "co-op group meet planner" | business, design, tech | shared with co-op | 4/5 | parent | |
| 56 | Homeschool kid + parent | "piano practice timer" | business, design, tech | printed evidence pack | 4/5 | parent | |
| 57 | Homeschool kid + parent | "bible verse memorizer" | business, design, content | kid wrote real copy | 4/5 | parent | |
| 58 | Homeschool kid + parent | "history dates flashcards" | business, design, tech, brand | parent surprised by depth | 4/5 | parent | |
| 59 | Homeschool kid + parent | "family recipe book" | business, design, tech, content, brand | showed grandparents | 5/5 | parent | |
| 60 | Homeschool kid + parent | "garden harvest log" | business, design, tech, content | remixed twice in a week | 5/5 | parent | |
| 61 | Returning builder, project #2 | "v2 of my study app" | business, design, tech | knew the flow, skipped chips | 4/5 | parent | |
| 62 | Returning builder, project #2 | "fork of last week's quiz" | business, design, tech, content | named a brand ref straight away | 4/5 | parent | |
| 63 | Returning builder, project #2 | "spinoff for my sister" | business, design, tech, brand | wrote the brief in 1 line | 4/5 | parent | |
| 64 | Returning builder, project #2 | "took my own template" | business, design, tech, content | iterated 4 times | 4/5 | parent | |
| 65 | Returning builder, project #2 | "redesigned with new palette" | business, design, tech, content, brand | defended a UX choice cleanly | 5/5 | parent | |
| 66 | Returning builder, project #2 | "added critic loop" | business, design, tech, content, brand | got a 5/5 on legibility | 5/5 | parent | |
| 67 | Returning builder, project #2 | "ported to dark mode" | business, design, tech, content, brand | made the share kit | 5/5 | parent | |
| 68 | Returning builder, project #2 | "wrote a launch tweet" | business, design, tech, content, brand | actually got users | 5/5 | parent | |
| 69 | Returning builder, project #2 | "got first 10 users" | business, design, tech, content, brand | kept a streak going | 5/5 | parent | |
| 70 | Returning builder, project #2 | "remixed a friend's project" | business, design, tech, content, brand | started teaching others | 5/5 | parent | |
| 71 | Vision-ambition kid | "something to change the world" | business | Steve asked which world | 1/5 | no | |
| 72 | Vision-ambition kid | "save the planet" | business | stayed abstract | 1/5 | no | |
| 73 | Vision-ambition kid | "end loneliness" | business | couldn't pick a corner | 1/5 | no | |
| 74 | Vision-ambition kid | "make the world better" | business | abandoned | 1/5 | no | |
| 75 | Vision-ambition kid | "fix mental health" | business | picked a theme but couldn't ground it | 2/5 | no | |
| 76 | Vision-ambition kid | "stop hunger" | business | got a brief that felt empty | 2/5 | no | |
| 77 | Vision-ambition kid | "fix climate" | business, design | didn't trust the build | 2/5 | no | |
| 78 | Vision-ambition kid | "save democracy" | business | deleted and started over | 2/5 | no | |
| 79 | Vision-ambition kid | "make smart kids feel less dumb" | business, design | finally named a person | 2/5 | no | |
| 80 | Vision-ambition kid | "old people are lonely" | business, design | got a build that almost worked | 3/5 | no | |
| 81 | Demo / one-off explorer | "checking it out" | — | scrolled the landing | 1/5 | no | |
| 82 | Demo / one-off explorer | "demo for a meeting" | — | clicked one chip | 1/5 | no | |
| 83 | Demo / one-off explorer | "saw a tweet" | — | typed test prompt | 1/5 | no | |
| 84 | Demo / one-off explorer | "show my partner" | business | got a brief, screenshotted | 1/5 | no | |
| 85 | Demo / one-off explorer | "test it for my school" | business | didn't iterate | 2/5 | no | |
| 86 | Demo / one-off explorer | "client research" | business, design | asked Steve weird stuff | 2/5 | no | |
| 87 | Demo / one-off explorer | "comparing tools" | business, design | got a build, opened code tab | 2/5 | no | |
| 88 | Demo / one-off explorer | "writing a blog post" | business, design | closed without sharing | 2/5 | no | |
| 89 | Demo / one-off explorer | "demoing to head" | business, design, tech | saved the link | 3/5 | no | |
| 90 | Demo / one-off explorer | "evaluating for budget" | business, design, tech | messaged a teacher friend | 3/5 | no | |
| 91 | Teacher rehearsing for class | "Y8 pastoral check-in" | business, design | wanted to see the dimensions | 3/5 | school-only | |
| 92 | Teacher rehearsing for class | "intro to design thinking" | business, design, tech | ran through one full build | 3/5 | school-only | |
| 93 | Teacher rehearsing for class | "Y10 enterprise project" | business, design, content | screenshotted the why-footer | 4/5 | school-only | |
| 94 | Teacher rehearsing for class | "GCSE business plan tool" | business, design, tech, content | imagined 30 kids on it | 4/5 | school-only | |
| 95 | Teacher rehearsing for class | "PSHE wellbeing journal" | business, design, tech | tested critic mode | 4/5 | school-only | |
| 96 | Teacher rehearsing for class | "history quiz maker" | business, design, tech, brand | checked the evidence panel | 4/5 | school-only | |
| 97 | Teacher rehearsing for class | "lit essay outline" | business, design, tech, content | downloaded the html | 4/5 | school-only | |
| 98 | Teacher rehearsing for class | "language vocab trainer" | business, design, tech, content, brand | decided to use it monday | 5/5 | school-only | |
| 99 | Teacher rehearsing for class | "exam revision template" | business, design, tech, content, brand | asked about a class code | 5/5 | school-only | |
| 100 | Teacher rehearsing for class | "reading challenge tracker" | business, design, tech, content, brand | asked about pricing | 5/5 | school-only |
section 3
Effectiveness by archetype
Scored 1–5 on: reached artifact · breadth (≥3 dimensions) · depth (≥2 iterations) · transfer (publish/share) · legibility (would a teacher see the skill).
Returning builder, project #2
4.6/5 · 9/10 pub
After-school code club
4.4/5 · 9/10 pub
Teacher rehearsing for class
4.1/5 · 7/10 pub
Year 10 ambitious
3.9/5 · 7/10 pub
Homeschool kid + parent
3.7/5 · 6/10 pub
Solo kid w/ one real annoyance
3.4/5 · 4/10 pub
Year 7 in class
2.9/5 · 2/10 pub
Demo / one-off explorer
1.8/5 · 0/10 pub
First-time solo kid
1.7/5 · 0/10 pub
Vision-ambition kid
1.7/5 · 0/10 pub
section 4
Who pays
bubble size ≈ rough TAM (millions of people in english-speaking secondary education). sources: UK DfE 2024 (4.2M secondary), US NCES 2023 (~26M middle+high), Statista homeschool 2024 (~3.7M US).
| segment | decides | signs | price band | motion |
|---|---|---|---|---|
| solo kid | kid | parent (rare) | £0 | organic / TikTok |
| parent + kid | parent | parent | £3–6 / mo | freemium upgrade |
| teacher / class | teacher | head of dept | £6 / student / yr | teacher-led PLG |
| school | head / SLT | bursar | £1,200 / school / yr | land-and-expand |
| code club / MAT | programme lead | programme lead | £500–5k / yr | partnership |
section 5
Revenue model
Three tiers. Free hooks the kid; Classroom is the wedge; School is the multiplier. Sliders are assumptions — tweak to feel the model.
Free
solo kids, demos£0
- · 3 builds / month
- · no class features
- · watermark + reallylovable footer
Classroom
teachers (min 25)£6 / student / yr
- · unlimited builds
- · dimension dashboard
- · evidence packs (PDF)
- · class join code
School
heads of dept£1,200 / school / yr
- · everything in Classroom
- · SSO
- · per-class dashboards
- · OFSTED / WASC export
| month | classes | students | schools | ARR (£) |
|---|---|---|---|---|
| 1 | 8 | 224 | 0.5 | £1,944 |
| 2 | 16 | 441 | 1 | £3,848 |
| 3 | 23 | 652 | 1.5 | £5,712 |
| 4 | 31 | 856 | 2 | £7,539 |
| 5 | 38 | 1,055 | 2.5 | £9,329 |
| 6 | 45 | 1,247 | 3 | £11,083 |
| 7 | 51 | 1,434 | 3.5 | £12,802 |
| 8 | 58 | 1,615 | 4 | £14,488 |
| 9 | 64 | 1,790 | 4.5 | £16,142 |
| 10 | 70 | 1,961 | 5 | £17,763 |
| 11 | 76 | 2,126 | 5.5 | £19,354 |
| 12 | 82 | 2,286 | 6 | £20,916 |
month-12 ARR
£20,916
gross margin (per student)
80%
cost ≈ £1.2/yr (Lovable AI Gateway, ~30 builds)
payback (assumed CAC £40 / class)
3 mo
self-serve teachers; lower for school deals