OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign Up / Login or Learn more

Inceptive - Help your child thrive

We help parents discover science-based early development resources through content curation, workshops, and an online community forum.

Photo of Purva

Written by

Updates: How has your idea changed or evolved throughout the Prize? What updates have you made to this submission? (1500 characters)

During the early and open submission phase of the Prize, Inceptive was fortunate to have guidance from our mentor Tracee Worley, a Systems Designer at IDEO. Based on our discussions with Tracee, we’ve made the following change: Initially Inceptive focused on providing parents with authentic, scientific resources mainly through content curation. However, we had also built an online community forum for parents to connect with each other and with early childhood experts. In addition, we had conducted a parenting workshop and were planning on doing more. But both these approaches were secondary channels that we weren’t planning to invest as much time in. After speaking with Tracee and a small group of users we realized that both the workshops and the online community forum were extremely critical in reaching more families. Also, as opposed to relying only on website analytics for user feedback, workshops and the community forum offer immediate and direct feedback on Inceptive’s content. As a result we decided to focus equally on all three channels - website (content curation), workshops and building a thriving online community.

Name or Organization

Inceptive (https://www.inceptive.org)

Geography

We are based in San Francisco, CA and aim for global impact.

What is your stage of development?

  • Early Stage Innovator, with at least one-year experience in ECD

Type

  • Non-profit

What is the stage of your proposal?

  • Full-scale roll-out: I have completed a pilot and analyzed the impact of that pilot on the users I am trying to reach with my idea. I am ready to expand the pilot significantly.

Describe how your solution could be a game-changer for your selected Opportunity Area (600 characters)

The Zero to Three 2016 national parent survey found that over 80% of parents used internet search engines but less than 50% of them found the results to be trustworthy[1]. Most existing online resources are either biased, offer conflicting information or have advertising-driven business models. Inceptive could become a game changer by eliminating this trust gap and positioning itself as a reliable, unbiased, science-based platform for early childhood development. [1] https://www.zerotothree.org/resources/1424-national-parent-survey-overview-and-key-insights#chapter-917

Select an Innovation Target

  • Channel: A new way to deliver existing products or services to customers or end users.

Tell us more about your innovation (1500 characters)

Inceptive makes it easy for busy millennial parents to find trustworthy information on child development. Millennials are the largest group of of new parents[1] and effectively the 1st generation of parents relying almost entirely on the internet for parenting advice. 98% of parents used the internet to find information about their child’s health, and over 80% of them began their search on search engines. These results often provide links to sources that may result in misinformation or information overload[2]. In addition, most existing websites are driven by advertising revenue or motivated by product sales and lack unbiased scientific rigor. Not everything on the web is bad though - university, and hospital-based websites are sources of safe, accurate, and reliable information. But most parents aren’t aware of their existence [2] because these organizations do not focus on online outreach. Inceptive solves these problems in two ways: a. It makes scientific research significantly more accessible by: i. curating authentic information and focusing on effectively disseminating it through social media and SEO ii. conducting workshops and webinars iii. connecting parents directly with experts b. It is structured as a non-profit to avoid commercial bias and to inspire user trust. [1] http://www.pewresearch.org/fact-tank/2017/01/03/more-than-a-million-millennials-are-becoming-moms-each-year/ [2] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4526953/

What problem are you aiming to solve? (3 sentences)

Every parent wants the best for their child, but most of them aren’t experts and rely on their family, friends and (increasingly) the web for advice. Some of this advice, especially online, is irrelevant, biased or simply incorrect; and parents who are already strapped for time, find it challenging to access reliable, trustworthy resources. Inceptive aims to solves this issue by curating authentic data from the web and (in the future) by partnering directly with early childhood experts.

Explain your idea (5000 characters)

In a nutshell, Inceptive is a new way to channel existing, scientific information on child development to parents through content curation and facilitating connections between parents and early childhood experts. Why Inceptive? The 2016 national parent survey conducted by Zero to Three[1] found that, “There is a trust gap; parents want advice, but are overwhelmed by sources of help and underwhelmed by the quality of what they’re getting. Just because parents turn to a particular resource for guidance doesn’t mean it’s useful. For example, 84% turn to articles specifically aimed at helping parents, but only 49% find them helpful" Inceptive aims to eliminate this lack of trust that parents feel due to the over-abundance of low quality information. It is easy for parents to get engulfed by the availability of early learning platforms, both offline (parenting classes, home visit programs, etc.) and online (parenting websites, webinars, social media, blogs, apps). Most offline resources are unaffordable or inaccessible to many. While online resources are abundant and free, they are also often unreliable. Popular parenting websites like BabyCenter and Pampers have clear conflicts of interest, being owned by companies like Johnson & Johnson and Proctor & Gamble that sell baby products. Other websites (like Parents, Parenting, SerPadres and FitPregnancy all owned by media conglomerates like Meredith Corp) are largely focused on increasing pageviews (and advertising revenue). There are some great online resources like the CDC, Early Math Collaborative, ChildrensMD, and Changing Brains that have authentic information backed by research, but they are either too dense for the average parent, or focus on specific aspects of child development, forcing parents to check multiple sites for their needs. Inceptive fixes these problems by providing parents an unbiased, accessible and comprehensive source of information. How Inceptive works Inceptive brings hard-to-find trustworthy resources to parents through a three-pronged approach: - Curating cutting-edge scientific resources from across the web. - Conducting parenting workshops and webinars. - Offering a safe and secure forum for parents to connect with early childhood experts and like-minded parents from around the world. As we grow, we hope to further our goal by: - partnering with universities, research organizations and other nonprofits to publish new research findings in simple, easy to understand terms. - promoting these findings through social media and getting them in front of parents. - connecting parents with early childhood experts for affordable one-on-one consulting through a secure platform that integrates video conferencing and payment processing. [1] https://www.zerotothree.org/resources/series/tuning-in-parents-of-young-children-tell-us-what-they-think-know-and-need

Who benefits? (1500 characters)

1. The primary beneficiaries of Inceptive are infants and toddlers across the globe whose parents will be able to provide them with positive nurturing experiences. Inceptive achieves this by empowering parents with the tools to support their child’s development during the first 3 years. In addition, Inceptive benefits: (a) parents by: - offering them the single most trusted source of information. - giving them timely, personalized advice by connecting them with experts. - helping them support each other through an online community of parents. (b) early childhood experts who're looking to share their expertise by participating in Inceptive-led workshops, webinars and the online forum. (c) researchers who want to share their findings and attract more participation in their studies. 2. After speaking with several parents, we built a prototype to gauge the effectiveness of our platform. We then conducted surveys and in-person meetings with parents to understand if our prototype met their needs. Based on the feedback, we redesigned our platform to narrow our scope and focus only on the brain development (as opposed to covering everything from car seats to potty training to selecting a preschool, etc.). Since launching the new website two months ago, we have continued to speak with parents and have also started working with a few experienced early childhood educators to host workshops. We hosted our first workshop in early December 2017.

What kind of impact will your idea have? (1500 characters)

Today over 70% of the world's youth (830 million young people) are online and this number continues to increase[1]. As this young population matures into parenting and turns to the internet for advice, the importance of finding accurate and reliable information on child development will only increase. Inceptive's biggest impact will be empowering young parents regardless of their financial situation, demographic status or geographic location, with the scientific knowledge and tools they need to optimize their child’s growth during the first three years. [1] https://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2017.pdf

How does or how could your idea impact low-income children? (1500 characters)

Inceptive's platform is a free resource. As we grow and offer in-person workshops and webinars, we plan to make these events free or donation-based. We also plan to partner with community organizations to reach out to low-income communities. We’ve already had initial conversations with Innovate Public Schools and Mission Neighborhood Centers about working with low-income families in the San Francisco Bay Area.

Innovation: What makes your concept innovative? (5000 characters)

We believe that innovation could be as simple as finding a different or better way of solving problems. Inceptive is innovative because of how it solves these two problems faced by millions of young parents around the world: 1. the challenge of finding reliable sources of information online. 2. the growing unsuitability of advice and support from close family. Inceptive solves the first issue by curating cutting-edge, scientific information from a variety of trusted sources like universities and hospitals, and focusing on effectively disseminating it through social media and SEO. The strategy of curating instead of creating content has freed up our resources so we can focus on reaching more families and on making it easy for them to find Inceptive. Traditionally most parents turned to their own parents for support and advice but increased mobilization has made it difficult to have these frequent personal interactions. In addition, the information received from family is often outdated due to rapid changes in society driven by technology and globalization. Thus, today’s parents are forced to find support elsewhere. Inceptive tackles this problem by connecting parents: (a) with other parents through our online forum; and (b) with early childhood experts who could guide them both online and offline. Inceptive’s approach is unique because it allows parents to interact with early childhood experts from a variety of professions like teachers, doctors, speech therapist, social workers, etc., from around the world on a single platform.

Scale: Describe how your idea could reach a significant number of end-users. (1500 characters)

Inceptive could reach a significant number of users by offering highly quality, trustworthy and comprehensive information on early childhood development. Inceptive’s target user group is the 2 billion young parents[1] looking for parenting information online. These parents want data-driven, scientific research but don’t have the time to look it up. At the same time, millennials want independent content untainted by commercial interests. Inceptive understands these needs and makes unbiased, scientific parenting research much more accessible and discoverable. In addition to reaching young parents by becoming the single most trusted resource, we plan to reach them by: 1. Running ads on social media 2. Investing in website SEO 3. Growing Inceptive’s active online community 4. Partnering with early childhood experts (like pediatricians) to reach parents. Unlike the majority of parenting websites that generate revenue through advertising, Inceptive is a nonprofit and is committed to remain an unbiased resource that isn’t influenced by product promotions. Though we have identified other sources of revenue, as a nonprofit, the charitable donations will continued to be our dominant revenue source. The ability to attract donors, especially with the recently passed new tax bill in the US, would be our biggest challenge to scaling. [1]http://www.nielsen.com/content/dam/nielsenglobal/vn/docs/Reports/2016/The%20Millennial%20-%20Unlocking%20a%20generation%20of%20potential.pdf

Feasibility: Where are you with understanding the feasibility of your idea? Describe what you’ve done so far and your plans. (3000 characters)

The primary idea behind Inceptive (content curation, webinars and online forum) is simple from a technical, financial and operational perspective. For financial feasibility, we hope to generate revenue in a few ways - donations, fundraising events like talks and webinars, and affiliate revenue through linking to webinars offered by experts.

Business Viability: How viable is your business model? (5000 characters)

As a nonprofit Inceptive will depend on donations and grants but these won’t be our only revenue sources. We plan to generate revenue in a other ways like donation-based workshops and forum listing fees for early-childhood experts. In addition, all the experts we have worked with so far have offered their services to us for free. This has helped Inceptive to limit its expenses while experts received a platform to showcase their talents and (eventually) earn consulting income. Our in-person workshops will be held at local community centers and libraries, which are both typically free venues. For webinars, we plan to use free third-party applications like Facebook Live. Inceptive is focused on content curation instead of content creation, which makes our business model much more viable . Creating good original content requires a significant investment. The parenting website BabyCenter (which creates its own content) has hundreds of employees; similarly, the cost to produce a short educational video is $3,000-$5,000 per minute. As we grow, we will continue to look for innovative ways to generate revenue and further reduce expenses.

HCD: How have you used human centered design to build or refine your concept? (5000 characters)

Human-centered design is an integral part of Inceptive. We were inspired to start Inceptive because of our conversations with parents. While starting a new Montessori preschool we conducted several information sessions and parent interviews. Through these interactions we learned about the problems they faced - primarily the difficulty in finding research-backed, easy to understand information and affordable expert advice. Our extensive review of available options didn’t turn up anything parents found satisfactory, and that is how Inceptive was born. We started by creating a prototype (http://inceptive-alpha.weebly.com) to understand if our solution was close to what parents were looking for. We also created an online survey (https://docs.google.com/forms/d/e/1FAIpQLSdWkbkBwAgRK7kehPJvXBBSerKWKtw2hnUUwMjG4I-BB5f5JA/viewform) to learn about topics parents were most interested in. We designed our new website based on user feedback, but quickly realized that the range of topics included initially was too broad. Consequently, we narrowed our scope to focus entirely on brain development — physical, cognitive and socio-emotional. We’ve continued to engage with our users on a daily basis through Inceptive’s community forum and they are helping us guide future development.

Tell us more about you (3000 characters)

Background Purva’s passion for early learning stems from her experiences growing up in India. Frustrated by the scarcity of support and educational opportunities in their native village, Purva's parents moved to a city when she was four. However, many in her extended family were not as fortunate -- they did not have access to the right resources and ended up dropping out of school and forgoing their childhood ambitions. This shaped Purva's views on the importance of high quality early experiences. She started her work in the field by volunteering with education nonprofits and eventually switched careers to pursue her passion by cofounding a Montessori preschool. Purva has over 9 years of work experience in architecture, construction management, real estate investments and urban economics. Purva has a B.S. from Pune University, India, an M.S from Auburn University and an M.S. from MIT. Idea inspiration While marketing and recruiting for the preschool that Purva cofounded, she had many interactions with parents and she learned the following: - Parents are the first teachers for their children and every parent wants the best for their child. But most parents aren’t experts, and they need help long before their child starts preschool. - Equipped with the right tools and information, parents can help their children reach their full potential. - The internet is often the first stop for most parenting questions. However, there is an overwhelming amount of information to sort through online. A lot of it is driven by commercial interest and most of it has no basis in scientific research. - The sheer volume of advice is typically overwhelming, and sifting through it for reliable and authentic content is difficult and time consuming for young, first-time parents who’re already strapped for time. - Since many parents choose the internet as their first point-of-reference over other sources of information, Purva believes helping parents find reliable, well-researched information online is the most scalable way to help children achieve their full potential. As there wasn’t a trusted, comprehensive source that parents could turn to, Purva decided to build one.

Do you have the people and partners you need to do what you’ve described? (600 characters)

Inceptive has been fortunate to have a wonderful advisor, Tina Lin. Tina is a Stanford and Wharton-educated strategic marketing & business advisor, and a mother of two wonderful children. In addition, we have three early childhood educators guiding Inceptive’s content. Inceptive is currently looking for help with: - digital marketing - copywriting - forming partnerships with early childhood experts at universities, research centers, and government organizations - forming partnerships with local community organizations to reach low-income families.

As you consider your next steps, what kinds of help could you use? Is there a type of expertise that would be most helpful? (1800 characters)

Apart from the partners and roles mentioned above, collaborating with early childhood experts (pediatricians, psychologists, occupational therapists and neuroscientists) to help create or curate content on Inceptive would be very helpful.

Would you like mentoring support?

  • Yes

If so, what type of mentoring support do you think you need? (1200 characters)

We’d like to have mentoring support in one or all of the following areas: 1. Social media campaigning 2. Partnerships with other nonprofits and universities 3. Legal and operational expertise in nonprofits

Are you willing to share your email contact information submitted on OpenIDEO with Gary Community Investments?

  • Yes, share my contact information

[Optional] Biography: Upload your biography. Please include links to relevant information (portfolio, LinkedIn profile, organization website, etc).

LinkedIn: www.linkedin.com/in/purvagujar Organization website: https://www.inceptive.org

[Optional] Attachments: Please upload relevant attachments or graphics or show us how you prototyped.

Mentorship: How was your idea supported? (5000 characters)

As described above, our mentor Tracee Worley was instrumental in helping us realize the power of online community forums and workshops as it applies to Inceptive. Tracee also told us about a new platform to make our online forum more user friendly. After exploring this platform we transitioned Inceptive’s online community to it. Our new forum is a big step up and since launching it last week we’ve seen significant increases in user growth and engagement.

Updates: How has your idea changed or evolved throughout the Prize? What updates have you made to this submission? (1500 characters)

During the early and open submission phase of the Prize, Inceptive was fortunate to have guidance from our mentor Tracee Worley, a Systems Designer at IDEO. Based on our discussions with Tracee, we’ve made the following change: Initially Inceptive focused on providing parents with authentic, scientific resources mainly through content curation. However, we had also built an online community forum for parents to connect with each other and with early childhood experts. In addition, we had conducted a parenting workshop and were planning on doing more. But both these approaches were secondary channels that we weren’t planning to invest as much time in. After speaking with Tracee and a small group of users we realized that both the workshops and the online community forum were extremely critical in reaching more families. Also, as opposed to relying only on website analytics for user feedback, workshops and the community forum offer immediate and direct feedback on Inceptive’s content. As a result we decided to focus equally on all three channels - website (content curation), workshops and building a thriving online community.

Select an Innovation Target

  • Channel: A new way to deliver existing products or services to customers or end users.

13 comments

Join the conversation:

Comment
Photo of An Old Friend
Team

jual obat aborsi di medan https://obatpilaborsi.com/jual-obat-aborsi-di-medan-asli-081228286761/
jual obat aborsi di pekanbaru https://obatpilaborsi.com/jual-obat-aborsi-di-pekanbaru-asli-081228286761/
jual obat aborsi di yogyakarta https://obatpilaborsi.com/jual-obat-aborsi-di-yogyakarta-asli-081228286761/
jual obat aborsi di palembang https://obatpilaborsi.com/jual-obat-aborsi-di-palembang-asli-081228286761/
jual obat aborsi di malang https://obatpilaborsi.com/jual-obat-aborsi-di-malang-asli-081228286761/
jual obat aborsi di pontianak https://obatpilaborsi.com/jual-obat-aborsi-di-pontianak-asli-081228286761/
jual obat aborsi di bogor https://obatpilaborsi.com/jual-obat-aborsi-di-bogor-asli-081228286761/
jual obat aborsi di bekasi https://obatpilaborsi.com/jual-obat-aborsi-di-bekasi-asli-081228286761/
Jual obat aborsi di padang https://obatpilaborsi.com/jual-obat-aborsi-di-padang-asli-081228286761/
jual obat aborsi di tangerang https://obatpilaborsi.com/jual-obat-aborsi-di-tangerang-asli-081228286761/
jual obat aborsi di manado https://obatpilaborsi.com/jual-obat-aborsi-di-manado-asli-081228286761/
jual obat aborsi di purworejo https://obatpilaborsi.com/jual-obat-aborsi-di-purworejo-asli-081228286761/
jual obat aborsi di rembang https://obatpilaborsi.com/jual-obat-aborsi-di-rembang-asli-081228286761/
jual obat aborsi di temanggung https://obatpilaborsi.com/jual-obat-aborsi-di-temanggung-asli-081228286761/
jual obat aborsi di wonosobo https://obatpilaborsi.com/jual-obat-aborsi-di-wonosobo-asli-081228286761/
jual obat aborsi di magelang https://obatpilaborsi.com/jual-obat-aborsi-di-magelang-asli-081228286761/

View all comments