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Abstract
This Cumulating Experience develops a customer insight report and strategic business case designed for graduate students and professionals studying music business, entrepreneurship, or creative industries management. Using the case of ArtsConnect, a career development platform for creative students, this report applies market research and product testing insights to analyze a startup’s pivot from a dual-sided B2C/B2B model to a focused B2B approach (change mainly found in customer insight report). Founded in 2023, ArtsConnect initially targeted both individual creatives and institutions but faced challenges with monetizing emerging talent and sustaining engagement. Through in-depth focus groups, college administrator interviews, and investor conversations conducted during the Berklee Valencia Master’s program, the project identified clear needs for creative-specific career tools at the institutional level. The resulting strategic refocus leverages colleges as buyers and students as end-users, supported by data-driven feature development and pilot partnership plans. This case explores how aligning product-market fit with institutional pain points can transform a passion-driven project into a scalable business, and outlines actionable steps for validating new models in the education technology space.
Publication Date
7-1-2025
Campus
Valencia (Spain) Campus
Recommended Citation
Lenz, Lilith. “Business Plan and Customer Insight Report ArtsConnect: Where Creativity Meets Opportunity.” Master's thesis, Berklee College of Music, 2025. https://remix.berklee.edu/graduate-studies-global-entertainment-business/413.