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What We’re Looking For: Application Guide
What We’re Looking For: Application Guide
Use this page to understand each application question and see examples of how to answer. Keep your responses clear, specific, and concise. We want to see bold, original ideas that tackle real problems. Show us the need, your solution, and what makes it stand out. Your answers should help us quickly understand why your idea matters.
This example application uses the iPhone innovation.
1. High-Level Concept
1. High-Level Concept
“What is the tagline of your innovation, in 60 characters or less?”
What we’re looking for: A short, catchy summary of your idea.
Example: “A handheld device combining calls, camera, and internet.”
2. Problem
2. Problem
“What is the customer need your innovation will address? Is there a social or environmental challenge you aim to take on? (400 char. max)”
What we’re looking for: The pain point or challenge your idea solves.
Example: “People carried separate devices for calls, music, photos, email, and web. Experiences were clunky, slow, and disconnected. Users wanted a single, pocketable device that handled communication, media, and internet reliably, with simple navigation and long battery life."
3. Existing Alternatives
3. Existing Alternatives
“How is this problem solved today? Consider other products in the market. (400 char.)”
What we’re looking for: Show awareness of the current landscape.
Example: “Flip phones did calls/texts; PDAs managed email/calendars; iPods played music; cameras took photos; laptops gave full web. None offered a fast, unified, touch-first experience in one device with seamless syncing and mobile internet."
4. Solution
4. Solution
“What are the key characteristics of your innovation? (400 char.)”
What we’re looking for: A clear description of your product or service.
Example: “A multitouch smartphone that merges phone, iPod, and internet in one device. Capacitive touchscreen, full web browser, visual voicemail, integrated camera, Wi-Fi/cellular, and seamless media/apps. Simple UI and hardware–software integration for everyday use.”
5. Unique Value Proposition
5. Unique Value Proposition
“What makes your innovation different from what’s already in the market? (400 char.)”
What we’re looking for: The “why us” factor; what sets your solution apart?
Example: “Seamless hardware, software integration, intuitive multitouch UI, and, with the App Store, a scalable developer ecosystem. Delivers a complete, premium experience that competitors with keyboards, styluses, or fragmented software can't match.”
6. Sustainable Advantage
6. Sustainable Advantage
“Why will it be difficult for others to copy you? (400 char.)”
What we’re looking for: Defensibility: Tech? Partnerships? Unique design?
Example: “Proprietary iOS, custom silicon, tight control of hardware, software, and services; App Store network effects; carrier and content deals; brand and retail scale. Integration speed and quality create a moat hard to copy."
7. Early Adopters
7. Early Adopters
“Who will be your very first customers? Describe them. (400 char.)”
What we’re looking for: Be specific about your starting customer group.
Example: “Tech-savvy consumers and professionals needing calls, web, and media on the go; early smartphone users frustrated by clunky UIs; high-income buyers willing to pay for reliability, design, and better mobile experience."
8. Channels
8. Channels
“How will you sell your innovation to your customers? How will you deliver it? (400 char.)”
What we’re looking for: How people will find and buy your product.
Example: “Direct through Apple Stores and apple.com; partnerships with mobile carriers for financing, activation, and distribution; marketing via keynotes, retail demos, and word of mouth amplified by media and developer community."
9. Key Metrics
9. Key Metrics
“What are the most important numbers that track your success? (400 char.)”
What we’re looking for: Measurable goals.
Example: “Device sales; active devices; App Store downloads and ARPU; customer satisfaction (NPS); retention and upgrade rates; mobile web/app usage; carrier partnerships; gross margin; services attach rate (iCloud, AppleCare)."
10. Cost Structure
10. Cost Structure
“What are your most significant costs? (400 char.)”
What we’re looking for: The biggest expenses to deliver your idea.
Example: “Bill of materials (display, chipset, battery, camera), manufacturing and logistics; software development; silicon R&D; licensing; retail operations; marketing; support and warranty."
11. Revenue Streams
11. Revenue Streams
“How will you make money to fund your operations on an ongoing basis? (400 char.)”
What we’re looking for: How the idea becomes sustainable.
Example: “Hardware margins on devices; services revenue from App Store, AppleCare, iCloud, media; accessories (cases, cables, AirPods); carrier incentives and co-marketing.
12. Anything else you want us to know?
12. Anything else you want us to know?
(1000 char.)
What we’re looking for: A chance to share impact beyond the basic ideas. Do you have any prototypes? Any stories? Any users? Have you won any awards for this innovation? What's special about your team?
Tip: Keep answers short, clear, and focused. Don’t worry about having a perfect business plan; we care most about your creativity, clarity of problem/solution, and your passion.
Good luck! Feel free to reach out for any questions!
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