Another jobs-to-be-done solution from the forward-looking Roanoke (Va.) Times, which has created a Web site called BigLickU to connect college students across all the institutions of higher learning in the area.

To create BigLickU, they:

• Took an existing product, ran it through the JTBD lens and determined that it wasn't working;


• Asked students about their JTBD needs, listened, and created an entirely new product that seems to meet those needs extremely well;


• Took advantage of the fact that no one else in the market would be motivated to create such a product;


• Started small by using students in the target audience to help design and run the site. The BIgLickU office is actually near a campus, rather than in the Roanoke Times facility.