Class to Mass ELearnings Consumer Value Scale

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Class to MassE-Learnings Consumer Value Scale

• Vicky Phillips, CEO
• GetEducated.com

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Who Educates America?
80
60
68
Universities
Millions of People
40
20
Corporations
15.8
0
Year
2000
The American public relies on multiple sources
for new knowledge the traditional university is
but one of them.
3
Corporate Universities Will Exceed Traditional
Universities by 2010
4
Market Diversification Has Already Occurred

• University Excels at Niche Market
• Young, 18-22 year old need/want residential,
  social emancipation experience immature minds
  that want/need one size fits all JIC curriculum

• Corporate Providers Excel at Mass Market
• Adults who need/want career-specific
  enlightenment mature minds that want/need JIT
  pluck-and-play educational events

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Ivy versus Corporate U.

• Market Young - 18-22 year-old
• Brand Strength Exclusion (CLASS)
• Goal Social Emancipation/Civilization(Alma
  Mater)
• ApproachJIC/Knowledge for Its Own Sake

• Market Lifelong - 22 to 92
• Brand Strength Convenience/Inclusion (MASS)
• Goal Career Socialization (Alma Pater)
• ApproachJIT/Practical Pluck Play

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Consumer Value ScaleClass to Mass
Corporate University
Traditional Ivy

• Exclusive (Class)
• Peer Networking
• Membership Has Its Privileges
• Access to Live Experts
• Channel Face to Face Social Immersion

• Inclusiveness (Mass)
• Accessibility
• Practical Take-Aways
• Each One Teach One - Peer Learning
• Channel Cost-Effective Mass Channels -- the
  Internet

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Which Is Better?A Traditional University or
Corporate Provider?

• Thats a big fat red herring of a question.
• The Innovators Dilemma
• New Products Serve New Markets
• Which is better a main frame computer or a
  laptop? Both are quite good but for very
  different markets.

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Internet-Enabled InstructionA Good Thing for the
Mass Market
1.

Instructional Function
4. Shorter Product Development
Scales
Cycle
-- Mass Audience Reach
-- Suited to Society Where
Knowledge Has Short Shelf Life
2. Custom Capable
Intelligent
5. New Product Packages
Courses Begin and End Where
Respond to Demands of
Ones Knowledge Begins and
New Market Needs
Ends
3.

Learner Management
Capability Scales
-- Mass Audience Tracking
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From Class to MassBabson Colleges EMBA
How to commercially extend a CLASS brand to a
MASS brand without degrading the original product
1. Create a For-Profit Division
5. Repackage Your Core
Product
2. Isolate Leverage Brand
6. Create a
Cascadable
Strength
(Class to Mass) Product Line
3. Retain Brand Allure (Class)
4. Add Value through
Convenience/Customization
(Internet Pluses)
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The End
4 Carmichael 2160 Essex Junction, VT
05452 vickyphillips_at_geteducated.com 802-879-1379