We, fellow exec MBA students, took a different view of the problem early on. Crappy idea# 1 was to give seniors a medium to share their wealth of knowledge. I think we rushed in on the customer segment, which is honestly being over-exploited by crappy marketers pushing everything in pursuit of their 'deep' pockets, and we didn't take an honest five-Whys type deep-dive. When we surveyed the 'target customer segment', we got some real insights.