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Small Business Resources

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  • Who Is It For?

    Are you leading a very early-stage B2C startup and eager for actionable insights from your potential target customers? We’re seeking 8 startups that have identified a clear problem and potential target user. They are at a stage where customer discovery can meaningfully shape product-market fit and are still in the process of developing their product and/or market strategy. This is a great opportunity for Ann Arbor SPARK clients interested in receiving robust customer discovery findings from U-M undergraduates through the School of Information.

    Commitment

    • Partnering with UMSI course SI 311.085 involves four focused interactions, making this a convenient, high-impact experience for busy founders:
    • Scoping Meeting (Jan 2026): 20-minute meeting with the Instructor (Natalie Fang) and Director of Entrepreneurial Services (Loren Townes)
    • Kickoff Meeting (Jan 2026): 30 minutes with your student team to pitch your startup and help students understand your product and target market.
    • Touchbase (Feb 2026): 20-minutes with the student team to review recruiting plans and interview materials. Startups with customer bases outside student networks should be prepared to provide 30-40 interviewees for the students.
    • Final Presentation (April/May 2026): 30 minutes with the student team to learn about the findings and recommendations.

    Outcomes

    By semester’s end, your startup will receive informative, research-backed materials:

    • 2 Personas: fictional, realistic description of a target user that is grounded by customer interviews
    • 2 Journey Maps: Visualization for each persona, capturing the personas process in accomplishing the problem/goal
    • Actionable recommendations
    • 30-40 customer interview transcripts

    These deliverables offer early-stage insights to inform your product design, marketing, and next steps at no cost to you!

    How to Apply:

    Fill out the application form by Friday, Jan 2nd.UMSI SPARK Customer Discovery Flyer

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