Marketing & Feedback Integration (Senior)

The Technovation Girls Senior Division rubric includes Entrepreneurship as a scoring category. This page documents SisterShield’s marketing strategy, how marketing experiments inform UX decisions, and the feedback loops that connect user acquisition to product improvement.

Senior Division Requirement

This section is specifically required for Senior Division teams. It demonstrates that the project is not just technically sound but also has a viable path to reaching and retaining users.

Marketing Channel Experiments

Each experiment tests a specific channel, message, and audience combination. Results inform both marketing strategy and product design.

Experiment 1

Field	Detail
Channel	TODO: e.g., Instagram, school newsletter, community organization, educator network
Target Audience	TODO: e.g., Korean high school students aged 15-18, school counselors
Message/Content	TODO: What was shared? (e.g., infographic about TF-VAWG, demo video clip, call-to-action)
Duration	TODO: How long did the experiment run?
Reach	TODO: How many people saw the content?
Engagement	TODO: Clicks, shares, comments, sign-ups
Result	TODO: What worked, what did not?
What Changed	TODO: How did this result influence the product or the next marketing effort?

Experiment 2

Field	Detail
Channel	TODO
Target Audience	TODO
Message/Content	TODO
Duration	TODO
Reach	TODO
Engagement	TODO
Result	TODO
What Changed	TODO

Experiment 3

Field	Detail
Channel	TODO
Target Audience	TODO
Message/Content	TODO
Duration	TODO
Reach	TODO
Engagement	TODO
Result	TODO
What Changed	TODO

Choosing Channels

For a social impact educational platform, high-value channels include: educator networks, school counselor associations, women’s rights organizations, social media communities focused on digital safety, and partnerships with existing NGOs. Paid advertising is less relevant than trust-based outreach.

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Acquisition Funnel

The acquisition funnel tracks a user’s journey from first awareness to sustained engagement. Each stage has a metric, a target, and an optimization strategy.

Awareness → Visit → Register → Start Course → Complete Course → Return

Stage	Definition	Metric	Baseline	Target	Current	Optimization Strategy
Awareness	User learns SisterShield exists	Unique impressions/reach	TODO	TODO	TODO	TODO: Channel experiments, partnerships
Visit	User visits the landing page	Unique visitors	TODO	TODO	TODO	TODO: Landing page optimization, SEO
Register	User creates an account	Registration rate (visitors to registrations)	TODO	TODO	TODO	TODO: Reduce registration friction, clear value proposition
Start Course	User begins their first course	First course start rate	TODO	TODO	TODO	TODO: Onboarding flow, course discovery UX
Complete	User finishes a course	Course completion rate	TODO	TODO	TODO	TODO: Engaging content, progress motivation
Return	User returns within 7 days	7-day retention rate	TODO	TODO	TODO	TODO: New content, progress reminders

Funnel Drop-Off Analysis

For each stage transition, document where users drop off and why:

Transition	Drop-Off Rate	Hypothesized Cause	Planned Intervention
Awareness to Visit	TODO	TODO	TODO
Visit to Register	TODO	TODO	TODO
Register to Start	TODO	TODO	TODO
Start to Complete	TODO	TODO	TODO
Complete to Return	TODO	TODO	TODO

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UX Changes Driven by Marketing Insights

Marketing experiments do not just inform marketing strategy — they reveal product issues. This section documents UX changes that were motivated by marketing data.

Marketing-Driven UX Change 1

Marketing test: TODO: Which experiment?

Insight revealed: TODO: What did the marketing data show about user behavior or perception?

UX change made: TODO: What was changed in the product?

Expected impact: TODO: How should this change affect the relevant funnel metric?

Measured impact: TODO: What actually happened?

Marketing-Driven UX Change 2

Marketing test: TODO

Insight revealed: TODO

UX change made: TODO

Expected impact: TODO

Measured impact: TODO

Marketing-Driven UX Change 3

Marketing test: TODO

Insight revealed: TODO

UX change made: TODO

Expected impact: TODO

Measured impact: TODO

Connecting Marketing to UX

The rubric rewards projects where marketing feedback directly influences product decisions. Even a single documented case of “marketing data showed X, so we changed Y, and Z improved” is valuable. Multiple documented cases demonstrate systematic integration.

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Pilot Program Feedback Loop

If SisterShield runs a pilot program with a school, organization, or community group, document the feedback loop here.

Pilot Overview

Field	Detail
Partner Organization	TODO: School, NGO, community group name
Pilot Duration	TODO: Start and end dates
Participant Count	TODO: Number of learners and educators
Courses Used	TODO: Which courses were tested?
Data Collected	TODO: Completion rates, feedback surveys, interviews

Pilot Findings

#	Finding	Source	Impact on Product
1	TODO	TODO: Survey, interview, observation	TODO
2	TODO	TODO	TODO
3	TODO	TODO	TODO

Pilot-Driven Changes

Change	Pilot Evidence	Before	After
TODO	TODO: Quote or data	TODO	TODO
TODO	TODO	TODO	TODO

Pilot Program Timing

If the pilot program has not yet occurred, document the plan: who, when, what will be tested, and what data will be collected. Planned pilots still demonstrate entrepreneurial thinking.

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Metrics Dashboard Template

For ongoing tracking, maintain a simple metrics dashboard:

Metric	Week 1	Week 2	Week 3	Week 4	Trend
New visitors	TODO	TODO	TODO	TODO	TODO
Registrations	TODO	TODO	TODO	TODO	TODO
Courses started	TODO	TODO	TODO	TODO	TODO
Courses completed	TODO	TODO	TODO	TODO	TODO
Return visits	TODO	TODO	TODO	TODO	TODO
Quick Exit uses	TODO	TODO	TODO	TODO	TODO
Get Help clicks	TODO	TODO	TODO	TODO	TODO

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Advisor / Business Professional Feedback

Rubric Requirement

The Technovation rubric evaluates whether teams consulted with a business professional or advisor and how their advice shaped the project. Document all advisor interactions, including advice that was not adopted (with reasoning).

Advisor Profile

Field	Detail
Name	TODO: Advisor name
Role / Title	TODO: e.g., Program Director, Entrepreneur, Marketing Manager
Organization	TODO: Organization name
Area of Expertise	TODO: e.g., EdTech, nonprofit management, marketing, finance
Relationship to Team	TODO: e.g., mentor, family contact, school connection, cold outreach

Advice Given

#	Topic	Advice	Date
1	TODO: e.g., Revenue model	TODO: Specific advice given	TODO
2	TODO: e.g., Marketing strategy	TODO	TODO
3	TODO: e.g., User acquisition	TODO	TODO

What Changed

#	Adopted?	Changes Made	Evidence
1	TODO: Yes/No/Partially	TODO: What changed in the project	TODO: Link to relevant section or commit
2	TODO	TODO	TODO
3	TODO	TODO	TODO

Documenting Rejected Advice

If advice was considered but not adopted, document why. This demonstrates critical thinking and mature decision-making. For example: “Advisor suggested paid-only model, but we maintained freemium because safety education should not be behind a paywall for individuals.”

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Rubric Mapping

Rubric Category	How This Page Contributes
Entrepreneurship	Marketing plan with channel experiments, acquisition funnel, and feedback-driven iteration
User Experience	Marketing insights driving UX improvements demonstrates user-centered product development
Growth & Perseverance	Iterating on marketing strategy shows adaptability and learning

Strengthening This Section

To score Level 5 on Entrepreneurship:

• Complete marketing experiments with real data (recommended: 2+).
• Show UX changes driven by marketing insights.
• Define the full acquisition funnel with available metrics.
• If a pilot is planned, provide a detailed plan with specific data collection methods.
• Document advisor/business professional feedback and what changed (see below).