Created & presented by Siddhartha Srivastava, Co-founder & CPO, Able Jobs, at EngageMint, Asia's largest Retention Marketing Conference. In this session, Siddharth shares hiw AbleJobs solved the biggest dilemma faced by most Ed-tech products—high CACs, low retention, and scalability. This session covers: -Single out the most common reason for learner dissatisfaction - Re-imagine a retentive experience from a learner's point of view - Teardown some successful, retention powered ed-tech products You can find him here: https://www.linkedin.com/in/siddharth... About EngageMint: Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between. All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/ WebEngage is a new age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience. The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more. ---------------------------------------------- To know more about WebEngage, visit - https://webengage.com/ Book a demo with us: https://webengage.com/register-for-de... To know the latest insights on customer retention and marketing automation worldwide, follow us here: Twitter: https://twitter.com/WebEngage LinkedIn: https://www.linkedin.com/company/webe... Facebook: https://www.facebook.com/WebEngage/ Instagram: https://www.instagram.com/webengage/

1. 2022
Building Sticky Ed-tech
Products
Siddharth Srivastava
Co-founder, Able

2. Siddharth Srivastava
Previous lives
• Product, Udacity
• Product, Playment
Co-founder, Able

3. It is the same story for most ed-techs.

4. Build a great course Launch it Initial success
WHAT NEXT?

5. Long sales cycles
3+ weeks
Poor completion rates
3%
High CACs
₹20,000+
Hard to get &
retain new
learners.

6. Wait, are your existing learners
happy?

8. – someone in the audience
“
Oh, but our NPS is great
:)

9. We are obsessed with content!
And, that is NOT good.

10. Consumption
Products
e.g. Food tech
Investment
Products
e.g. Fitness tech

11. Getting Fit

12. Getting Skilled

13. What makes a learner happy?
• Live classes?
• Amazing teachers?
• Community of fellow learners?
or something else?

14. Make them into a better version
of themselves
If they don't perceive improvement, they'll leave. Period.

15. Knowledge
Skills
Attitude
Steps of improvement

16. Skill Cycle
Feedback / Instruction
(Content)
Task
Assessment
Skill: the ability to do a task well

17. Apps that stick
Duolingo Codecademy
• Best in the world engagement.
• Top apps in respective categories.

18. • Instruction = common articles
• Task = translate short sentence
• Evaluation = simple mapping + community
• Feedback = direct
Skill: translation

19. Skill: Key-value pair
• Instruction = Flashcards
• Task = code
• Evaluation = simple mapping
• Feedback = direct

20. Why does it work?
IKEA EFFECT
Cognitive bias in which users place a disproportionately high value on products they partially created

21. Product Strategy
Minimum
content
Learn by
doing
Early learner
success
High retention

22. This is all cool!
But isn't content the MVP for
my ed-tech app?

23. Product Right MVP Wrong MVP
If you want to build a car,

24. Motivation
Ability
Triggers succeed here
Tasking: Solve for MAT Framework
• Task = M * A * T
• Consumption products optimize for the
Ability
• Investment products optimize for motivation
• Solving for motivation is a discovery
problem.
• Extrinsic motivations DON'T work here.

25. Motivation
"You should study"

26. Motivation
"You should study"
"Exam time table is out"

27. "No campus placement if you fail"
Motivation
"You should study"
"Exam time table is out"

28. PUSH For learners to explore
PULL For learners to do a specific action
Short note on triggers
positive Long-term mental modeling
negative Short-term actions
Purpose
Tone

29. Short note on Triggers
PUSH
PULL
positive negative
"Come on, we know you can do it" "Show us if you can do it"
"Life-changing opportunity ahead" "Only 5 more slots left"

30. Evaluation
Automatic Community Expert Self

31. Feedback
• Start with what worked well: even if it means appreciating the effort.
• Demonstrate what can be improved: carefully choose the most important aspect.
• Justify why is it important to improve: give the best examples.
• Finally, show how it can be improved: use a derivative of initial instructions.

32. Finally,
See your product as a function of skill cycles
Content
Task
Assess
Content
Task
Assess
Content
Assess
Content
Task
Task
Asse
ss
AHA SKILLING
MOMENT

33. Examples

34. Duolingo
• Mostly contentless
• Short skill cycles. Start learning a
new language right away.
• Result = Most retentive app.
55% D1 retention!

35. Codecademy
• Minimum content
• 1st principle tasks aimed at
developing coding skills. No
prerequisites are required.
• Top education app in app store
multiple times.

36. Able
• AI-based real-life tasks like HR
interview questions.
• AI sends personalized feedback to
all learners when they submit their
answers.
• 11x better graduation rates than
MOOCs.

37. Software is eating education

38. Twitter @sidvent
Thank you!
Caution: This was just content ;)