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  • Coursera // Stanford Pre-Business Association

    Consulting Team Final Presentation

    May 12, 2016

    Grace Geng, Economics Class of 2017Graeme Hewett, Economics Class of 2018Andrew Jabara, Economics Class of 2018Sidd Gupta, Economics Class of 2018Sarah Min, Economics Class of 2019

  • Roadmap

    Overview

    Customer Profiling

    Case Studies

    Recommendations

    Customer Responses

    Summary

  • Coursera presents unique strategies in the online education space

    Coursera EdX Udacity Udemy CodeAcademy

    Comprehensivecourses

    Professionallearning

    Casual learning

    Partner with colleges

    Partner with employers

    Subscription

    Free courses

    Coursera has limited competition within the market segment Coursera provides a

    variety of courses from top universities

    EdX is the main competitor, which offers more free courses and some university credit

    Many other competitors focus on computer science online courses specifically

    Coursera uniquely positions in the comprehensive online education segment with significant partnership with educational institutions.

  • Roadmap

    Overview

    Customer Profiling

    Case Studies

    Recommendations

    Customer Responses

    Summary

  • Customer brand awareness is strong

    120mm new tablet users in 3 years.

    89% of Stanford students have heard about Coursera

    23% of non-Stanford participants have heard about Coursera

    -- Out of the 109 Stanford students surveyed

    -- Out of the 81 participants surveyed

    32% of total participants have taken at least one course with Coursera

    -- Out of the 190 participants surveyed

  • Most popular type of courses and incentives are professional

    The most popular types of courses are Engineering and Business. Main incentives are Professional Certificates.

  • Young users are growing and willing to pay

    Coursera is the one of the most popular online education websites. Most young users are willing to pay. People start to take Coursera courses at an early age.

  • Comment Highlight - What do you like about Coursera

    Affiliations with top colleges and access to professors from those colleges; Huge

    volume of participation from colleges and universities from around the world.

    There are lots of different subjects, and you

    have flexibility in terms of scheduling or learn during your fragmented time.

  • Comment Highlight - Potential Improvements for Coursera

    Some more interactivity would be nice - there's not much interaction with other people

    Organization of course info, maybe a "quiz" on first steps? -- leading you to what your interests

    are and what a good first class would be?

    Course completion has been the major problem and I think having sets of transferable "skill"

    badges e.g. debugging, HTML, Writing Proofs etc. would be helpful.

    End of course qualification that is recognized outside of Coursera

  • Roadmap

    Overview

    Customer Profiling

    Case Studies

    Recommendations

    Customer Responses

    Summary

  • Udacity

    Encourages users to take more courses

  • Allows users to experience all of the content without letting them graduate or get credential

  • Recommendations

    Roadmap

    Overview

    Customer Profiling

    Case Studies

    Customer Responses

    Summary

    Referral Model

    Sampling Model

    Award Top Customers

  • Referral Program

    Alumni can share their Coursera experience to get coupons for both themselves and their friends.

    Competitors use alumnis success as their major selling point Udacity lists its top alumni and their current job titles on their front page EdX and Linux both have extensive sections how on they have changed their users careers

    Alumni can share their Coursera experience to get coupons Upon finish a course, users can choose to submit

    their current job or new job progress in exchange for coupon for themselves and their friends

    Past users can send their friends invites through a quick link and receive coupons by number of invitations sent

    Alumni can share their Courseras experience through their social media and receive free courses based on the number of likes received

    Alumni database can be used to build online community or serve as content for social media marketing

    TBM

  • Build a Coursera alumni database, which helps to create a Coursera community and gain recruiters attention

    Address the customers need for an online learning community

    Online Community

    An alumni referral program can associate Coursera courses with professional success, create a strong online community, and encourage user retention

    Alumni Referral - Build online community and alumni retention

    126/190 participants in the first survey listed Professional Certificate as a reason for purchasing online courses

    Demonstrate what the Coursera certificate can do

    Professional Incentives

    Encourage to finish courses

    Invite past users to take more courses

    5% of customer retention rate typically increases 25 75% of customer value, due to their referral behaviors

    Alumni Retention

  • Alumni Referral - Share your experience in exchange for coupons

    Alumni can share their Coursera experience to get coupons for both themselves and their friends.

    Competitors use alumnis success as their major selling point Udacity lists its top alumni and their current job titles on their front page EdX and Linux both have extensive sections how on they have changed their users careers

    Alumni can share their Coursera experience to get coupons Upon finish a course, users can choose to submit

    their current job or new job progress in exchange for coupon for themselves and their friends

    Past users can send their friends invites through a quick link and receive coupons by number of invitations sent

    Alumni can share their Courseras experience through their social media and receive free courses based on the number of likes received

    Alumni database can be used to build online community or serve as content for social media marketing

  • Multi-level Referral - Exponential growth and community engagement

    Multi-level referral programs can create a network exponentially through users personal relationships.

    Achieve high growth Incentivize users to develop their personal network

    in Coursera Transform users into sales force Increase mentorship among referrals

    Increase community engagement Create a community of users New users are introduced to Coursera through

    multiple angles The referral program becomes recurring for users

    Introduce personal relationships Users bring in their personal relationship to

    Coursera Increase social media posting content

  • Multi-level Referral - Get coupons when your friends refer friends

    Users can refer their friends to get coupons for themselves, their friends, and middle connections.

    Multi-level referral has been the strongest growth point for some companies NU Skin, a cosmetic company grew its China presence by 320% in the past 2 years through a multi-level referral

    program Other companies such as Amway and Avon all experience significant revenue growth through the programs

    Users get coupons when their friends bring in new users Users have their friends enter a unique code when

    creating account When the new user makes a purchase, all users

    signed up in the chain receive a coupon A chain can go up to 6 levels

    Potential risks Coupon must incentivize users to buy courses

    without giving away too much Dilute the brand

  • Recommendations

    Roadmap

    Overview

    Customer Profiling

    Case Studies

    Customer Responses

    Summary

    Referral Model

    Sampling Model

    Award Top Customers

  • More users means more data to analyze. This gives Coursera the necessary information to help bring new courses and material.

    See what people like and dont like. Need more computer science, you can do that.

    Course Analytics

    A freemium model can allow Coursera to increase its user base, develop courses based on what people learn, and brings stability to the business.

    Sampling summarize

    Encourages new users to learn new material and expand their knowledge base

    Smaller barrier of entry for people. Allows them to dive into the service without having to sacrifice anything

    Larger User Base

    Certain number of paid and non-paid users

    This helps better predict what revenues will be in the future, based on number of paid users

    Stability is important.

    Stable Cash FlowsTBM

  • More users means more data to analyze. This gives Coursera the necessary information to help bring new courses and material.

    See what people like and dont like. Need more computer science, you can do that.

    Course Analytics

    A freemium model can allow Coursera to increase its user base, develop courses based on what people learn, and brings stability to the business.

    Freemium - Encourages users to explore and try new courses

    Encourages new users to learn new material and expand their knowledge base

    Smaller barrier of entry for people. Allows them to dive into the service without having to sacrifice anything

    Larger User Base

    Certain number of paid and non-paid users

    This helps better predict what revenues will be in the future, based on number of paid users

    Stab