Coursera has over 77+ million users.
Yet, 1/3rd of their revenue comes from about 3,000 accounts.
Who are these mega spenders?
🧵
Yet, 1/3rd of their revenue comes from about 3,000 accounts.
Who are these mega spenders?
🧵
Businesses!
You might not have even known there was a @coursera For Business.
But it brought in a whopping $136M+ in revenue for last year.
From around 3k different companies.
And that revenue share is going to get even larger next year as the company doubles down.
You might not have even known there was a @coursera For Business.
But it brought in a whopping $136M+ in revenue for last year.
From around 3k different companies.
And that revenue share is going to get even larger next year as the company doubles down.
It hasn't always been like this.
Coursera started as a strictly B2C business targeting individual learners.
However, with this model, they weren't going to be able to drive massive yearly growth.
Especially because their main market was students.
And students don't spend 💰.
Coursera started as a strictly B2C business targeting individual learners.
However, with this model, they weren't going to be able to drive massive yearly growth.
Especially because their main market was students.
And students don't spend 💰.
So, they embraced a new hybrid model that targeted both businesses & learners.
They wanted to become a "university for companies" instead of just offering general courses.
With a massive global skills gap & shift in the workforce, it couldn't have come at a better time.
They wanted to become a "university for companies" instead of just offering general courses.
With a massive global skills gap & shift in the workforce, it couldn't have come at a better time.
The line between Coursera's B2C & B2B business model is very thin.
One misstep could cause massive fallout in each group.
Especially because the needs & preferences for both of those two groups are so different.
So, how do they keep the balance between these two models?
One misstep could cause massive fallout in each group.
Especially because the needs & preferences for both of those two groups are so different.
So, how do they keep the balance between these two models?
⭐️ Separate "Home" Pages
This might sound like a no-brainer, but Coursera doesn't direct their business users to their main homepage.
As you can see, the messaging, call-to-actions & more on each page are vastly different.
This might sound like a no-brainer, but Coursera doesn't direct their business users to their main homepage.
As you can see, the messaging, call-to-actions & more on each page are vastly different.
The Coursera for Business page focuses on creating "true business impact."
While the Coursera homepage wants to help someone "learn without limits."
One quick look at these pages illustrates exactly how different their customer bases are.
And how tough it is to balance them.
While the Coursera homepage wants to help someone "learn without limits."
One quick look at these pages illustrates exactly how different their customer bases are.
And how tough it is to balance them.
⭐️Strict B2B Messaging
Once you land on the Coursera for Business page, it's pretty hard to get to the main site.
And that is the point.
They want to keep business users in a walled garden, where the messaging & positioning are tailored directly to them.
Once you land on the Coursera for Business page, it's pretty hard to get to the main site.
And that is the point.
They want to keep business users in a walled garden, where the messaging & positioning are tailored directly to them.
All of the value propositions, features, content & more is perfectly positioned for a business user.
It almost feels like you're interacting with a different brand.
That's because they have split the two user bases SO WELL.
And brands not many have been able to do this right.
It almost feels like you're interacting with a different brand.
That's because they have split the two user bases SO WELL.
And brands not many have been able to do this right.
⭐️ Business Friendly Onboarding
Buying a B2B product isn't like ordering from Amazon.
There are A LOT more steps & stakeholders involved.
Especially with a product like Coursera for Business.
That's why Coursera rolls out the red carpet for its Enterprise users.
Buying a B2B product isn't like ordering from Amazon.
There are A LOT more steps & stakeholders involved.
Especially with a product like Coursera for Business.
That's why Coursera rolls out the red carpet for its Enterprise users.
From the Chatbots to the CTAs, & eBooks, each pushes the users towards a salesperson or conversion.
Coursera knows that its business users have very unique needs.
And will pay a lot of money to have those needs met.
So they take the time to make sure everything is perfect.
Coursera knows that its business users have very unique needs.
And will pay a lot of money to have those needs met.
So they take the time to make sure everything is perfect.
⭐️ Forward Thinking Courses
One of the biggest things that set Coursera for Business apart from the crowd is its "in-demand courses."
These are not on-demand courses that anyone can take.
Instead, each of these in-demand courses teaches skills that are in high demand.
One of the biggest things that set Coursera for Business apart from the crowd is its "in-demand courses."
These are not on-demand courses that anyone can take.
Instead, each of these in-demand courses teaches skills that are in high demand.
If a brand needs to teach its employees something like analytics or big data, they could sign up for an in-demand course.
This has positioned Coursera as the go-to place for brands wanting to quickly fill skill gaps.
And hopefully, push those brands to sign up for more courses.
This has positioned Coursera as the go-to place for brands wanting to quickly fill skill gaps.
And hopefully, push those brands to sign up for more courses.
⭐️ Matching Exec Level Searches
While the B2C side of Coursera can target more direct keywords like "graphic design course."
The B2B side doesn't have that luxury.
They have to target vague keywords that decision-makers at a company would be searching for.
While the B2C side of Coursera can target more direct keywords like "graphic design course."
The B2B side doesn't have that luxury.
They have to target vague keywords that decision-makers at a company would be searching for.
They target things like "training for employees" or "employee training."
By targeting those topics, they are matching the search intent of the user.
And ensuring the right people land on the Business page.
Instead of people looking for something like a "small business course."
By targeting those topics, they are matching the search intent of the user.
And ensuring the right people land on the Business page.
Instead of people looking for something like a "small business course."
As you can see, walking the line between B2C & B2B isn't easy, but Coursera does a great job!
Now if you want to check out the whole @coursera teardown, first follow @FoundationIncCo.
And then sign-up here to be the first to receive it tonight: content.foundationinc.co/insights-1
Now if you want to check out the whole @coursera teardown, first follow @FoundationIncCo.
And then sign-up here to be the first to receive it tonight: content.foundationinc.co/insights-1
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