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;