谁来啃教育这块硬骨头?
EdTech Salon
Moderators: Yuan Zhao, Ivy Guo, Jay Wu
Introduction:Education Market
Edu is one of the last territory for innovation to penetrate
Current big players:
Pearson, McGraw-Hill, Kaplan, Kumon新东方,学而思,百度教育,沪江网校
Sub-Verticals of EdTech Industry
CONTENT/CURRICULUM
CLASSROOM NEEDS
TUTORING CAUSAL LEARNING/GAMIFICATION
CORPORATE LEARNING
MOOC Class Dojo InstaEDU MindSnacks SuccessFactorsLearning
Udemy LearnBoost Tutorspree TreeHouse Udemy for Organization
Skillshare Piazza Chegg Code Academy
Bloomfire
Noodle EDU Lore TutorVista Jive Software
Dissecting Edu Market
Sub-verticalKey productsPain PointsValue PropositionFundingBiz ModelCompetitive adv and weaknessApplicability in Chinese context
Sub-Vertical: Content and CurriculumMOOC (Coursera, Udacity…) Udemy/SkillShare
Pain Point Lack of access to high-quality content from prestigious institutes/individuals
lack of platform and marketplace for user-created video-based instruction; under-utilized asset and capacity
Value Prop Free, high-quality instructional content platform and marketplace that enable anyone to teach and learn
Funding 16M, 6M, 63M 1M, 3M, 12M
Biz Model Accreditation, university partnership, content licensing, job placement
A la carte course fee; corporate training licensing fee
Competitive Adv/Weak Free content; star instructors; low engagement and completion rate ; questionable effectiveness in learning
Powerful platform for content authoring and delivery; active marketplace; low-cost for instructor (one time labor); prepackaged, not personal
CN Market Applicability High if partnered with accrediting institutes
High if it’s of high-quality content and easy user experience
Sub-Vertical: Classroom Needs
Class Dojo Piazza
Pain Point Guess what's the most challenging part of teaching an elementary class in the US?
students/teachers of higher ed classes don't have a central platform to communicate
Value Prop classroom behavior management app through digital stickers, badges
online course-based discussion forum
Funding 1.6M 1.5M, 6M
Biz Model free for now; bottom-up adoption strategy
free for now, probably bottom-up adoption, embedded online learning
Competitive Adv/Weak free, fast adoption rate (3.5 m teachers in 35 countries in 10 months!)
sticky (2-3 hrs/day on average); fast adoption, high engagement; no revenue
CN Market Applicability low medium high
Sub-Vertical: Tutoring
InstaEDU Chegg
Pain Point Private tutoring/learning is geographically limited; access for star private instructors is limited with your area; high cost of private tutoring
Lack of access to affordable ad-hoc homework help on-demand
Value Prop On-demand 24/7 online tutoring and private lessons through video chat and online collaboration tools; access to instructors world-wide; scheduling, payment and delivery platform
On-demand 24/7 homework help (posted online); no video etc.
Funding 1M, 4M 2M, 4M, 25M (195M so far)
Biz Model Hourly rate ($24, $20 goes to tutors) Monthly fee of $14.99
Competitive Adv/Weak
One-to-one private lesson at affordable rate; great platform
Textbook rental helps it get foot into the door of auxiliary services; competitive pricing; homework help is ad hoc and pragmatic; no private or personal interaction
CN Market Applicability
High if tutor screening and good UX is provided
Medium-high for middle-high schools, low for higher-ed
Sub-Vertical: Casual Learning/Gamification
Mindsnacks Code Academy/TreeHouse
Pain Point lack of short, quick, educational content
needed a breakthrough in using internet for teaching programming;
Value Prop Engaging short language learning games on mobile
web-based, game-based, video-based learning platform
Funding 1.2M, 6.5M 2.5M, 10M
Biz Model app fee, ad placement free (codeacademy), monthly fee $25 treehouse), job placement, corporate content licensing
Competitive Adv/Weak great execution, great founders, lightweight and not preachy, easy to use on the go, brainteaser
fast adoption, high engagement rate
CN Market Applicability medium high if it’s of good UX and high-quality content
Sub-Vertical: Corporate Learning
Bloomfire Udemy for Organization
Pain Point Content/knowledge are usually separate from social networking.
Lack/high cost of content
Value Prop End-to-End solution that unites content management, file sharing, collaboration, learning management, and social business software.
platform and marketplace that enable anyone to teach and learn
Funding 10M, 8M, 2M 1M, 3M, 12M
Biz Model $200 /month/ 25 users,$300 /month 50 users, ...
$99 / month / 50 users$349 /month / 250 users
Competitive Adv/Weak - Pro: Tackles the sales learning problem- Con: Self-produced content
- Pro: large content lib- Con: just the learning, no CMS or social
CN Market Applicability
Edu with Chinese Characteristics
中国式教育产品: 盘子大,平台化, 垂直少
切入点 代表产品
学历教育 开课吧
名师效应 华图,沪江网校
应试教育 猿题库
统一教学大纲 学而思
作业为重心 一起作业吧
开课吧 | 猿题库 | 学而思 | 一起作业
开课吧 Coursera + Lynda
Content: IT education Partnership: Higher ed, companies, expertsCurriculum: Cloud-based, customized, +++ video quality Edu mode: Flipped classroom, online + offline (learning center for assessment) Accreditation: Credits, certificate
猿题库
Content: 行测,申论,司法
Partnership: 传统行业公司
Curriculum: 一堆题库
Edu mode: Big data, personalized Accreditation: 人人都喜欢做题
Future: K-12, GRE, etc.
学而思
Content: K-12Partnership: 名师们
Curriculum: Video-based 教学大纲
Edu mode: Online (二三线城市)
一起作业
Content: English hw Partnership: 小学,地方政府(体制认证),家长Curriculum: 教学大纲
Edu mode: 作业管理,老师课件分享
Challenges: 为啥这块骨头这么硬?
Quality of content and measurable results: dilemma
Biz model challenge: freemium, pro bono; bottom-up sales strategy
Distribution channel: tightly controlled;
Exit challenge: IPO, acquisition;
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