School of Gaming

About

School of Gaming is a marketplace offering online gaming clubs for children, promoting play, friendship, and safe online communities.

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Questions & Answers

What problem are you solving?

Children spend increasing amounts of time online without guidance, structure, or positive social experiences. Parents feel worried, powerless, and disconnected from their child’s digital life.

What problem will be solved at the end of what you are doing?

Kids will have a safe, meaningful digital hobby that builds human skills, friendships, and confidence. Parents will finally feel that screen time is contributing to their child’s wellbeing instead of harming it.

Can you state the problem clearly in two sentences?

Children lack safe, educational, and socially nourishing online spaces. Parents lack trust, tools, and support to turn their child’s screen time into something healthy and developmental.

Have you experienced the problem yourself?

Yes. As an educator and youth worker, I’ve seen firsthand how unstructured gaming leads to loneliness, conflict at home, and wasted potential.

Can you define this problem narrowly?

Kids aged 7–15 need safe, guided digital play communities that support learning and friendships. Because no such structured, pedagogically driven option exists today at scale.

Who can you help first?

Parents (mostly moms) who are actively looking for positive digital hobbies and who already feel worried about screen time, social development, and online safety.

What can we address immediately?

Offering guided Minecraft sessions with trained educators, clear communication to parents, and beginner-friendly onboarding that removes friction and builds trust.

How do we get the first indication this thing is working?

High attendance in weekly clubs, enthusiastic parent feedback, children returning week after week, and measurable early conversions from free trials to subscriptions.

Who is your customer?

Parents of children aged 7–15 who want safe, structured and meaningful online activities.

Who is the ideal first customer?

A safety-conscious, digitally confused parent of a 7–12-year-old who already likes Minecraft and needs trusted guidance.

How will they know if your product has solved the problem?

Their child looks forward to sessions, friendships form, conflicts about screen time decrease, and parents see real learning and improved emotional regulation.

How often does your user have the problem?

Daily. Every time a child plays games, wants to be online, or has social challenges in digital spaces.

Who is getting the most value out of your product?

Parents of neurodivergent kids, socially shy kids or children who already love Minecraft but lack safe social structure.

How intense is the problem?

Very high. Screen time anxiety is one of the biggest modern parenting stressors.

Are they willing to pay?

Yes. Our €59/month pricing has proven demand, and customers stay for 8+ months.

How easy is it for your customer to find your product?

Through META ads, SEO, parenting groups, Sogger Mom ambassadors, demo lessons, and referrals. Increasingly easy

Which customers should you run away from?

Parents expecting miracles in one week, "esports dads", parents uninterested in long-term development. Parents who think the hobbies their children have are a status of how good parents they are. Parents who don't understand that gaming can be as good hobby as any other hobby.

Does your product actually solve the problem?

Yes. We provide a structured online community with professional educators, measurable learning outcomes, and a safe environment that parents trust.

Which customers should you go after first?

Highly motivated parents already searching for screen-time solutions, neurodivergent families and Minecraft-loving children aged 7–12.

How do you find people who are willing to use your "bad" first versions of your product?

Early adopters inside gaming parenting communities, homeschool networks, and Sogger Mom circles — they appreciate innovation and give feedback.

Who are the most desperate customers and how do you talk to them first?

Parents whose children struggle socially, feel isolated, or have had negative experiences in unmoderated gaming spaces.

Whose business is going to go out of business without using you?

After-school programs struggling to digitize, youth services trying to engage kids online, and schools lacking engaging digital literacy tools.

Are you discounting or starting with a super low price?

We start with sustainable pricing but offer free trials and limited discounts to drive early conversion.

What 5-10 metrics are you measuring to understand how your product functions?

Conversion rate from free trial -> paying Attendance rate Lifetime value (LTV) Churn rate Parent satisfaction (NPS) Average months active Child engagement score Cost per acquisition (CAC) Educator quality metrics

When you build a new product or feature, what is the metric that will improve because of that feature/product?

Trial -> paid conversion, attendance, retention.

What number do you track to show how well your company is doing?

Monthly Recurring Revenue (MRR).

What is your top level KPI (revenue, usage)?

MRR (with LTV as a secondary).

What are the underlying metrics that contribute to achieving your top level KPI?

CAC Conversion rate Retention Churn Number of active educators Average session attendance Parent satisfaction

How long is your product dev cycle?

2–6 weeks depending on feature.

Who is writing down notes at your product dev meeting?

Product lead.

Which category does each of your brainstormed ideas fit?

Growth engine Pedagogy & learning Community & safety Educator tools Marketplace features

How easy/medium/hard are they to do?

Easy: copy updates, landing pages, onboarding sequences Medium: new parent dashboards, educator tools Hard: AI-driven pedagogy, automated world-building, multiplayer platform innovations

How can you restate the hard ideas?

Break them into measurable sub-features that solve one problem at a time.

What parts of hard ideas are useless or hard?

Overly ambitious metaverse layers, in-house game engines or features that don’t increase LTV.

Which hard idea will improve the KPI the most? Which medium? Which is easier?

Hard: AI-supported pedagogy & educator tools -> retention Medium: Improved onboarding -> conversion Easy: Pricing pages & landing pages -> CAC

What is your exit strategy for the startup?

IPO

Are you considering an IPO, sale to another company, or a management buyout?

IPO would be the best.

How will your chosen exit strategy impact the company's valuation and the founders financial outcomes?

A strong marketplace + strong pedagogy IP increases valuation and offers a high multiple on ARR for founders and early investors.

What/who is your target market?

Parents of 7–15-year-olds globally but starting with Finland, Nordics and English-speaking markets.

What needs does your target market have that your product or service can address?

Safe online hobbies, meaningful screen time, social-emotional growth and digital parenting support.

How will you reach your target market?

META ads, SEO, content, Sogger Moms, demo lessons, PR, community referrals.

Who are your main competitors?

Outschool, Code Ninjas, Skool, coding camps, local after-school clubs, gaming tutors.

What are their strengths and weaknesses?

Strengths: branding, scale, funding Weaknesses: inconsistent pedagogy, minimal community building, lack of safety focus

What are their key marketing strategies?

Ads, partnerships, seasonal campaigns.

What are their pricing strategies?

$20–$50 per session or $150–$300 courses.

How are they positioning themselves in the market?

Skill-focused and academic skills learning or general online extracurriculars to boost child's performance at regular school.

What are their growth plans?

More courses, more markets, more marketplaces.

What is your competitive advantage?

Finnish pedagogy and digital youth work + game-based learning (Our Playful Learning Method) + educator training academy + safe community + marketplace flywheel.

What is your value proposition?

We turn screen time into quality time through guided Minecraft experiences that build human skills, friendships, and confidence in a safe online community.

How is your offering better or different from others in the market?

Stronger pedagogy, stronger safety, educator training, measurable impact, real friendships, parent trust.

What benefits will your target market experience?

Happier kids, less screen-time conflict, better social skills, safer digital life.

Is your value proposition realistic and achievable?

Yes. Validated by years of operations, thousands of gamers and long retention.

Have you tested it out on potential customers for feedback?

Constantly. Via demos, surveys and our Sogger Mom community.

What problem are you solving with your business model?

Families lack affordable, scalable, trusted digital hobbies. There are lots of educators out there who'd love to work in games & gaming, but lack the platform and opportunity to do so.

Who is your target market within this model?

Parents 7–15, starting with Finland & English-speaking regions.

How will you make money?

Monthly subscriptions + marketplace commissions + camps.

What is your competitive landscape in this model?

Edtech, esports training, tutoring.

How will you scale your business?

Marketplace model, automated onboarding, Gedu Academy, strong PR.

Who is your target market for sales and marketing?

Parents of 7–15-year-olds (mostly moms).

What needs does your target market have that your product or service can address in sales?

Safety, positive screen time, social development, digital parenting help.

How will you reach your target market for sales?

Paid ads, newsletters, PR, demo lessons, ambassadors, SEO.

What are your unique selling points in marketing?

Parental worry and fear, concern over screen time and safety, Finnish pedagogy, safety-first design, game educators, human skills, community.

How will you convert leads into customers?

Demo lessons -> personal follow-up -> three-tier offers -> onboarding flow.

What are your plans for scaling your business in terms of sales and marketing?

Localized funnels, marketplace expansion, more demo-gedus.

What are your budgets for sales and marketing?

Flexible early-stage; 5k/month depending on country.

What does your team do better than any other team in the world?

We blend game culture, pedagogy, youth work, and community building into a scalable global product.

What are the unique skills and experiences that your team brings to the table?

Finnish digital youth work, game education expertise, marketplace building, community operations.

How do those strengths help you execute on your vision better than anyone?

We understand both children and parents, and we build trust at scale, which is the core currency of online education.

What are your financial projections for the startup?

MRR growing toward €100k/month in 24–36 months through international expansion and marketplace scaling.

How much money will you need to raise based on these projections?

€2–3M over the next 18–24 months.

How quickly does your startup need to grow financially?

Target 7–10% MoM growth.

What are your costs and revenue projections?

Costs: educators, tech, ads, staff. Revenue: subscriptions, camps, marketplace commissions.

How will you generate revenue and achieve profitability?

Strong LTV/CAC ratio, automation, marketplace commission margin, and international scale.