Family banking · College funding · Demand validation

Two-sided platform, one side validated.

A Citi D10X concept for a family-and-friends college-funding platform. Demand-test data showed parent demand validated, funder (grandparent and family-friend) demand soft. 32 captures across the test window. The signal reshape was a clear recommendation.

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Project at a glance.

Sub-project	Egg / Hatch / Seedling
Timeline	October 2017 to February 2018
Outcome	Parent demand validated; funder demand soft; reshape recommended

Approach.

Two-sided platform demand test. One landing page targeting parents ("set up a college fund your family can contribute to"), a second targeting funders ("contribute to your niece or nephew's college fund"). Same value proposition, two audiences, two creative angles, two conversion paths.

Outcome.

Parent demand validated, 32 captures with strong intent.
Funder demand soft, the secondary audience didn't activate at the levels needed for a two-sided launch.
Reshape recommended, single-sided product with a different funder-acquisition mechanism.

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