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  • Trybü
    Designing Future Citizens
    Market Fit | Strategy | Service Design | Identity | Experience

    How did Trybü go from entertaining 60 kids to using its BlendEd model to empower more than 1200 future citizens?

    The era of formal degrees is over. The future of work resides in developing abilities for deftly responding and adapting to change in environments. Facing a scarcity of children’s educational offering along those lines, Trybü launched in 2018 as a system of personalized, at-home classes. The vision called for closing the current soft-skills gap in Mexico. But while the model’s intuition and intention were correct, Trybü lacked structure and foundations for scalability. At Thrust we helped convince them to become, from A to Z, one of the market’s most innovative educational offerings.   

    The bases are everything

    In creating a strategic educational platform the first challenge we faced was to endow the educational proposal at Trybü with a theoretical-scientific support. Based on a 24-soft-skills framework proposed by Martin Siegelman—the father of positive psychology and the former president of the American Psychological Association—we created a proprietary learning methodology centered on developing wellness and achievement skills through play. We used a knowledge cocktail made up of neuroscience, pedagogy, psychology and future-design that provided the bases for putting together clear operative principles that produce tangible benefits.    

    Multi-channel models

    Our research revealed the current educational offering does not consider the real decision-makers’—i.e., moms’—necessities and anxieties. We came up with a set of archetypes focused on different lifestyles mothers cultivate and discovered that regardless of socioeconomic condition, all moms experienced some kind of guilt and anxiety scenario regarding their children’s educations. Helping them manage that stress through a model of multi-channel care became Trybü’s principal differentiator. We designed a service model with a series of encounter-points that linked the program to interest-groups’ needs, including those related to guides that conduct classes.    

    Everybody counts

    To make the service visible, we created a branding strategy that generates a relevant product for different audiences. Moving forward, the business model extended to other formats such as B2Business for alliances with schools, B2Guide for certifying teachers and B2Mom for on-line classes involving moms.  

    Adapting

    Thanks to the model we co-created, Trybü is currently a learning platform whose purpose is transformation that operates as a virtuous circle. On the one hand, it endows kids with responsive capacities for adaptation and growth within environments of constant change by using fun and formative class sessions. On the other it responds to and validates decision-makers’, i.e., moms,’ needs as well as those of class guides. The model is designed to be timeless and “adverse-circumstance proof.” During the covid-19 crisis, the platform migrated to 100% online classes and experienced exponential growth. When preparation meets opportunities, success is the outcome.  

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