King of the Curve turns student stress into student success through engaging and high-quality test prep. The venture aims to help students score top marks on rigorous standardized exams including the Medical College Admissions Test, the Physician Associate College Admissions Test, the Dental Admissions Test, and the Registered Dietitian Exam.
The team behind King of the Curve includes Heath Rutledge-Jukes (MD ’26), William Kelly, and AndrewPaul McIntosh. Heath shared more in-depth detail about their venture and the mission to help support students as their work to achieve goals.
Website: https://kingofthecurve.org
Tell us your startup story – What is the problem you’re solving?
Test preparation is a multi-billion dollar industry that serves as a critical component of student success. Despite its popularity, its most pressing problem is the high cost of test prep solutions, which pose as a significant barrier to entry for many students. The average cost of these resources can range from hundreds to thousands of dollars, effectively gate-keeping marginalized students from matriculating into needed future professionals: doctors, lawyers, etc. Test prep’s second problem is its oligopolistic nature: a handful of companies dominate the industry. This results in limited competition, higher prices for students, and a lack of innovation in the industry. According to a report by IBISWorld, the test preparation industry in the United States is highly concentrated, with the top four players accounting for over 70% of industry revenue. Test prep’s third problem is the lack of social support and interaction with other students. Students may feel that they have to prepare on their own, leading to feelings of anxiety and uncertainty, which can negatively impact their performance on these exams. When viewed alongside the Medical College Admissions Test (MCAT), these problems become palpably acute. First, the MCAT spans 12 semesters of content ranging from psychology to biochemistry; this poses a daunting mountain of material to retain and understand. Furthermore, the cost of MCAT prep materials can be prohibitively high for many students, especially those from disadvantaged backgrounds. According to the Association of American Medical Colleges (AAMC), the average cost of an MCAT prep course is over $1,600. This is a significant concern given the current physician shortage in the United States, with the country facing a potential shortage of up to 139,000 physicians by 2033 .
What is your solution to that problem?
One KOTC competitive advantage is our adaptive learning model, which empowers students to pursue personalized prep that best meets their needs. Our model utilizes user input regarding questions and content difficulty, which we then adapt to based on their individual needs. This ensures that each student receives the support they need to succeed, regardless of their background or experience. Our adaptive learning model is based on pedagogical video game research, which has been shown to be a highly engaging and effective approach to education. By incorporating this research into our platform, we create an engaging and interactive experience for our users. This sets us apart from other modalities of test prep, which can often feel dull and unengaging. Another KOTC competitive advantage is our adaptive question bank. This unique feature allows us to tailor our question bank to the individual needs of each student, providing reinforcement in areas they already excel in while guiding them to focus on the topics they need to improve on. By offering a customized approach to test prep, we ensure that each student has the support they need to achieve their educational and career goals.
What is the biggest lesson you’ve learned as an entrepreneur?
Never underprice yourself.
What do you love about entrepreneurship?
I enjoy creating things that have an impact in an individual’s life.
What advice would you give to someone considering creating a startup or entering an entrepreneurship competition?
Make connections and get a solid mentor.
The winner of the Spring 2023 GIA will be announced at The Washington University Innovation and Entrepreneurship Awards Presented by the Skandalaris Center on April 20. All are welcome to attend the awards ceremony to see which team(s) will win non-dilutive funding for their venture.