In-browser programming lessons in the real dev environment

1. learn by building
hexlet.io

2. Problems
• Online programming courses are too far from the
real world
• Practice is often just a simulation, does not prepare
for the real work environment

3. Our solution
• In-browser programming courses in the
real development environment
• Codeschool, Codecademy, TreeHouse are offering
nice simulators.
We offer the real thing.
Codecademy on steroids

5. Servers, databases,
storages, apps, etc
Learning in the real
dev environment
of any complexity

6. Not just courses, but paths
Users learn new skills within defined paths.
Goal: become X developer (e.g. junior web developer)

7. simulated sandbox
simple programs
mostly for beginners
learn to code
real dev environment
apps of any complexity
for all levels
learn to build
Competition

8. Competition

9. Traction
• 525 paid subscribers
• 36 courses, 460 lessons, 270 practical exercises
• 12,000 lessons completed every month
• LTV = $31.6; ARPPU = $10
• MRR = $4600, Net Revenue = $30,800
Annual run rate = $55,210
• MRR in Q1 — $680, in Q2 — $1200, in Q3 — $3800, in Q4
— $4612
Launched in March 2015

10. Channels & conversion
• Organic (Google)
• SMM (Facebook 3000 members, VK 6000 members, Twitter 2000
followers); CAC ≈ $2
• Blogging (Habrahabr), 20-30k views of each post;
CAC ≈ $1-3
(we didn’t use any ads yet)
• Sign up → pay conversion 4.4%
Visit → pay conversion 0.27%
• On average, 64000 sessions, 4000 sign ups per month

11. Business model
• B2C
Paid subscription $14/mo
(increased from $9 in Dec 2015)
• B2B
Corporate subscriptions & for teams

12. Team
Rakhim Davletkaliyev
CEO
BSc, Computer Science (Carleton
University, Canada).
Worked at
- ericsson.com/ca (developer)
- macadamian.com (developer)
- www.iitu.kz (lecturer)
- yvi.kz (CTO)
Kirill Mokevnin
CTO
VP of engineering, undev.ru
Organized communities and
conferences in Ulyanovsk area.
Worked at
- Skype (engineer)
- starlook.ru (teamlead)
- undev.ru (head of dept)

13. Team
Alexander Vagin
Developer
Ульяновский
Государственный
Технический Университет
Worked at
- undev.ru (developer)
Alexey Frank
Developer
Ульяновский
Государственный
Технический Университет
Worked at
- undev.ru (developer)
- ITECH.group (developer)
- XIMAD (game developer)
Natalia Bass
QA, translator, illustrator
Братский
Государственный
Университет
Worked at
- enterta.ru (translator)
- yvi.kz (content manager)

14. Plan
1. Expand the team of authors
Hire 3-5 authors in the Russian version, complete the
series of courses on:
- Becoming PHP web developer
- Becoming Ruby on Rails developer
- Becoming front-end engineer
- Becoming Python developer
- Becoming Java developer

15. Plan
2. Launch B2B in the western markets
Hire 1-3 technical writers and translate Russian c ourses into English (video
to text).
First leads for B2B (corporate subscription per person), want to buy:
- Gateway Technolabs (Finland), huge outsource
- Saranen Consulting (Finland), training ~1000 people per year
- Wunderdog (Finland), IT consulting
- Eficode (Finland), IT consulting
- SC5 (Finland), outsource, consulting
- Macadamian (Canada), outsource, consulting
- Shopify (Canada), e-commerce platform
Next countries: Sweden, Estonia, Norway, Denmark, Germany, USA, Canada

16. Funding
Pre-seed: Helsinki Ventures + GrowthUp, January
2015, valuation ~€1M
Grant from Finnish government, December 2015
(€50k)
Now seeking seed investment, valuation ~€2M

17. Learn more at
https://hexlet.io
rakhim@hexlet.io
+358 46 6137853
learn by building