The document discusses the education technology (EdTech) market in China. It analyzes several sub-verticals within the EdTech industry, including content/curriculum, classroom needs, tutoring, casual learning/gamification, and corporate learning. For each sub-vertical, it examines representative companies, their value propositions, funding, business models, competitive advantages/weaknesses, and applicability in China. It also profiles four major Chinese EdTech companies (Kaikeba, Yuantiku, Xueersi, and Yiqi Homework) and discusses challenges for the EdTech sector in China, such as measuring learning outcomes and establishing sustainable business models.

1. 谁来啃教育这块硬骨头？
EdTech Salon
Moderators: Yuan Zhao, Ivy Guo, Jay Wu

2. 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

3. Sub-Verticals of EdTech Industry
CONTENT/CU
RRICULUM
CLASSROOM
NEEDS
TUTORING
CAUSAL
LEARNING/
GAMIFICATI
ON
CORPORATE
LEARNING
MOOC
Class Dojo
InstaEDU
MindSnacks
SuccessFactor
sLearning
Udemy
LearnBoost
Tutorspree
TreeHouse
Udemy for
Organization
Skillshare
Piazza
Chegg
Code
Academy
Bloomfire
Noodle EDU
Lore
TutorVista
Jive Software

4. Dissecting Edu Market
Sub-vertical
Key products
Pain Points
Value Proposition
Funding
Biz Model
Competitive adv and weakness
Applicability in Chinese context

5. Sub-Vertical: Content and Curriculum
MOOC (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; lowcost 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

6. 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 bottomup 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

7. 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

8. 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

9. 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

10. 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

11. 开课吧 | 猿题库 | 学而思 | 一起作业

12. 开课吧 Coursera + Lynda
Content: IT education
Partnership: Higher ed, companies, experts
Curriculum: Cloud-based, customized, +++
video quality
Edu mode: Flipped classroom, online + offline
(learning center for assessment)
Accreditation: Credits, certificate

13. 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.

14. 学而思
Content: K-12
Partnership: 名师们
Curriculum: Video-based 教学大纲
Edu mode: Online (二三线城市)

15. 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

16. Challenges： 为啥这块骨头这么硬？
Quality of content and measurable results: dilemma
Biz model challenge: freemium, pro bono; bottomup sales strategy
Distribution channel: tightly controlled;
Exit challenge: IPO, acquisition;