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EducateMe Proposal

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Presentation by Lindsay Zelinski
Agenda
Ñ  Overview of Customer Retention
Ñ  Further Questions

Ñ  Assumptions

Ñ  Suspected Issues

Ñ  Solutions

Ñ  Metrics to Optimize
Customer Retention Issue
Ñ  EducateMe subscribers stay with the service for only three
months on average
Ñ  Surveyed subscribers cited the overwhelmingness of the
‘length of the courses’ to be the reason they leave
Ñ  A new feature was launched: at an additional $5/month,

users can download presentations from each class


Ó  The upgrade was not widely adopted
Ó  Those who did upgrade barely used the feature
Questions
Ñ  When and where are members watching content?
Ñ  Do members feel that they can easily navigate

through course content?


Ó  Is there content description accompanying each video
presentation within a course?
Ó  Can members pick and choose individual classes to view,
or is course material entirely sequential?
Ó  Are videos edited in any way?
Questions
Ñ  Can members clearly understand how they are
progressing through content and/or toward their
goals?
Ó  Is there a way to set goals?
Ó  How is content progress surfaced?
Ó  Can members set reminders?
Ó  Do users get any kind of certification or reward for
completing a course?
Ñ  What are profit margins for EducateMe?
Assumptions
Ñ  Inability to view content offline is not the primary
reason for retention problems
Ó  Evidenced by the outcome that members who chose to
upgrade didn’t consistently use the download feature
Ó  If members who upgraded did use the feature consistently
and increased their time as a member, that might tell us
the feature wasn’t more widely adopted because the
upgrade fee is too high

Ñ  The retention problem is mainly caused by:
Ó  A poorly designed UI
Ó  A lack of curated content options
Suspected Issues Causing
Poor Retention
1.  Members cannot easily navigate through course
material

2.  Members cannot easily set goals and view their
progress as they make their way through content

3.  Unedited video content contains unnecessary
‘waste space’ and some members are looking for
lower commitment options than an entire course
Solutions
Issue 1: Members cannot easily navigate through course material

Solutions
1)  Add descriptive titles and content summaries to
every class video so members can select
individual classes that interest them
2)  Add search function to find single class material
3)  Add ability for users to save/bookmark entire
courses and/or
individual classes
to view later


Solutions
Issue 2: Members cannot easily set goals and view their progress
as they make their way through content

Solutions
1)  Add ability for members to set goals (i.e. complete
50% of course by xx, complete 100% by xx)
2)  Surface metrics on class/course progress and total
content consumed
3)  Add ability for members to set reminders via push
notifications (i.e. You have 1 hour of content left before
reaching your goal of 50% course completion by
tomorrow)
4)  Visually reward users for completing courses and
reaching goals
Solutions
Issue 3: Unedited video content contains unnecessary ‘waste
space’ and some members are looking for lower commitment
options than an entire course

Solutions
1)  Edit and clean up each video to cut out
unnecessary content/pauses
2)  Curate videos to create ‘mini series’ on specific
topics
- Mini series should be significantly shorter than an
entire 40 hour course


Metrics to Optimize
Ñ  Profit
Ñ  Monthly active users

Ñ  Average and distribution of:

Ó  Length of membership (per user)


Ó  Hours of content consumed (per user and total)
Ó  Number of completed individual class videos (per user
and total)
Ó  Number of completed courses (per user and total)
Ó  Time on site per visit (per user)
Ó  Frequency of site visits (per user)
Ñ  Referrals