jenny
Jenny's Final Assignment Process
Jenny is 16 years old, loves art, from a small town in Canada.
When I started Module 1, my idea for Artful Tees — a custom-designed T-shirt business that lets people wear original art — felt exciting but vague. By Module 8, it felt real. The final assignment was my chance to prove it.
Part 1: Revising My Lean Canvas
The biggest revision I made was to my customer segments. I had originally thought my customers were "people who like art." That is not specific enough to be useful. After going through the modules on customer understanding and value propositions, I refined my segments to three distinct groups:
- Individual customers — people who want to express their personal identity through unique, wearable art (ages 16–35, interested in fashion and self-expression)
- Small arts organizations and galleries — looking for branded merchandise that represents their aesthetic
- Event organizers — wanting custom shirts for performances, exhibitions, or community events
Having three clear segments helped me build a much stronger picture of who I am serving and how to reach them.
I also refined my Lean Canvas unfair advantage — something that is hard for competitors to copy. Mine: I am the artist. My designs come directly from my own creativity, not from stock graphics or generic templates. That authenticity is hard to replicate at scale.
For impact measurement, I added:
- Customer repeat purchase rate (within 6 months of first order)
- Average review score across all orders (target: 4.5 stars or above)
- Percentage of revenue from eco-friendly materials (target: 80% by end of year 1)
Part 2: Writing My Business Plan
Writing the financial projections was the hardest part for me — I am much more comfortable with creative work than with numbers. But I forced myself to sit down and work through it carefully.
I realized that one of the biggest costs I had underestimated was time. Each custom T-shirt design takes me 3–5 hours. If I am doing all the design work myself, my capacity is limited. So I built a pricing model that reflects the real value of my time, not just the material cost.
I also wrote about my eco-friendly materials commitment in the ethical considerations section. This matters deeply to me. I am not going to build a business that contributes to environmental damage. Even if sustainable materials cost a bit more, I would rather charge a fair price and stay true to that value.
Part 3: Recording My Pitch Video
I used my artwork as visual elements in my pitch video. While speaking, I showed different pieces of my work — some T-shirt designs, some original sketches — to give my audience a real sense of what Artful Tees looks and feels like.
One thing I learned from practising: do not try to say everything. Pick the most compelling parts of your story and go deep on those, rather than rushing through every detail.
My opening line in the final pitch: "What if getting dressed in the morning felt like wearing your values on your chest?"
I loved that opening because it immediately shows what my project is about — without naming it yet.
Next: See Jenny's full business plan and pitch script.