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CATEGORIES FEATURE
HUBERT KA
COMPANY CONTEXT
Learn from the world’s best
—
Founded 2012 - Series C - $56.4M
—
36 classes
Samuel L Jackson, Serena Williams, Gordon Ramsay, Chris
Hadfield, Deadmau5, Malcolm Gladwell
FEATURES
15-35 Lessons
—
Videos
Assignments
Discussions
The Hub
—
Forums
Submissions
Community
Office Hours
—
Instructor Q&A
1-on-1 Critique
Prizes
$90 per class | $180 All-Access yearly subscription | 7 day Free Trial | Gifting
COMPETITORS
Unique differentiators
—
High quality, movie-like classes
Knowledge from seasoned masters
Focus on art-form & craft
—
“Aspirational but not unattainable”
“Insightful but not academic”
COMPETITORS
Trends
—
Self-directed learning
Flexible education and content
Smartphones to TVs
—
Accessibility to known figures
Learning from industry
PERSONA
Hobby Howard
—
Writes short stories as a hobby
Looks for new techniques
Google, YouTube, Meetups, Wattpad, Blogs, Classes
—
Doesn’t feel like his stories stand out
Has writer’s block 2-3 times, and trouble
connecting narratives
OPPORTUNITY
Problems
—
Improve Howard’s writing
Gain insight, Apply new skills, Encouragement
—
Lots of available content
Time consuming, Which is best? Where to start?
Hard to stay engaged and committed
GoogleTrends(%interest)
25
50
75
100
Jul 17 Dec 17 Jun 18
TotalVisits(M)
2.75
5.5 OPPORTUNITY
Research
—
Acquisition, low Activation or Retention
21.63% search traffic
—
Initial disinterest in product
Did not meet the needs after signing up
Gifts, but only used once
*Free trials started Jun 18
OPPORTUNITY
Validation
—
4.8/5 rating of 3620 reviews
1000+ comments on videos in classes
—
“I wasn’t interested until you showed me all
the different types of classes they had”
Importance
—
Product/Market fit needs to be shown
—
Great Acquisition & Retention will be
meaningless without great Activation
!
OPPORTUNITY
Goal
—
Decrease the time and effort between a
customer and the class they need
CATEGORIES
Organize Classes
—
Grouped by subject
See all 36 available Classes
Hero UI
—
Front and centre
Keep it clean
One click
—
Jumps to desired Classes
Reduce browsing time
before sign up
METRICS
Success Metrics
Acquisition
User clicks/hovers on Categories
Activation
User clicks on a Category
Retention
User clicks on different Classes within the
Category
Revenue
User clicks on a purchase option
Categories users vs non-users
% of account creation
Time from page load to account creation
—
# of clicks on a Category
Bugs, Popularity
# of consecutive Class clicks within a
Category
# of purchases after using Category
Go to Market
Pre-launch
—
Alpha tests
Public Beta (A/B test)
Ad assets
Instructors notified
Launch
—
Support team briefed
Engineers on hand
Post-launch
—
Blogs
Newsletters
Ads
MEET YOUR NEW INSTRUCTORS
Malcolm Gladwell, James Patterson,
J.K. Rowling, and many more,
teach you writing.
CATEGORIES FEATURE
HUBERT KA

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MasterClass - Categories Feature