September 3, 2023

Rhizome, Competitors Analysis

Strategic Positioning

Putting forward gamified and engaging learning experience led by A-Tier industry masters our closest competitor is MasterClass.

Dimensions

  1. "Immersive Experience (Fun and Simple) vs Video & Tests (Boring and Complicated)"
    • -10: Extremely Boring and Complicated
    • +10: Extremely Fun and Simple
  2. "Master-Led vs Lower-Tiers Professionals"
    • -10: Heavily Dependent on Lower-Tier Professionals
    • +10: Strongly Master-Led

Positions

  1. Masterclass
    • Dimension 1: 4
    • Dimension 2: 9
    • Logic: High reliance on celebrity and expert instructors, with polished video content that is more engaging than traditional lectures but not fully immersive.
  2. Udemy
    • Dimension 1: 2
    • Dimension 2: -5
    • Logic: Open to all instructors, resulting in varied quality. Typically uses video and test format.
  3. Coursera
    • Dimension 1: 0
    • Dimension 2: 7
    • Logic: Academic and professional courses led by university professors, but with a traditional lecture and test format.
  4. LinkedIn Learning
    • Dimension 1: 3
    • Dimension 2: 2
    • Logic: Professionally produced, but the instructors vary in terms of their 'master' status. Courses tend to be video lectures and tests.
  5. Skillshare
    • Dimension 1: 7
    • Dimension 2: -7
    • Logic: Highly interactive and project-based but does not focus on 'master-led' content.
  6. edX
    • Dimension 1: -1
    • Dimension 2: 8
    • Logic: Academic focus with courses often led by professors. The format is usually video and test-based.
  7. Udacity
    • Dimension 1: 4
    • Dimension 2: 5
    • Logic: More hands-on and project-based but often collaborated with industry experts.
  8. Future Learn
    • Dimension 1: 1
    • Dimension 2: 6
    • Logic: Academically inclined and often led by professors but follows the traditional education format.
  9. Kahoot
    • Dimension 1: 9
    • Dimension 2: -9
    • Logic: Focuses on fun, interactive quizzes but does not have a 'master-led' angle.
  10. Rhizome
    • Dimension 1: 8
    • Dimension 2: 7
    • Logic: Focus is on immersive, gamified, and simple to go professional simulations led by industry masters.

Profiles

Masterclass

MasterClass is a provider of an online education platform designed to offer video based vocational courses.

Valuation: $2.75B

Monthly Traffic: 10M

Segment: Online Courses Marketplaces | Lifelong Learning & premium content for adult learners

Target Audience: MasterClass targets adults interested in high-quality, lifelong learning for personal or professional development, who are willing to pay a premium for courses taught by celebrity experts.

Business Model: MasterClass offers a subscription-based service for high-quality, celebrity-taught courses in diverse fields.

Key Features

  1. Celebrity Instructors. The platform's major differentiator is its roster of world-renowned experts and celebrities who serve as instructors, adding a level of credibility and appeal that many other platforms lack.
  2. High Production Value. The exceptional quality of the video content, including cinematography and editing, elevates the learning experience to a premium level, making it more engaging and enjoyable for users.
  3. Subscription-Based All-Access. A single subscription grants users access to a wide variety of courses across multiple fields, providing a comprehensive learning experience and excellent value for the price.


Udemy

Udemy is an online learning platform that operates as an open marketplace, offering a wide variety of courses from individual instructors to both personal learners and corporate clients.

Valuation: $4B

Monthly Traffic: 113.1M

Segment: Online Courses Marketplaces | Course creation and consumption across a wide range of subjects

Target Audience: Udemy caters to a broad audience, including individual learners looking for skill development, hobbyists interested in a wide range of topics, and corporate clients seeking employee training solutions.

Business Model: Udemy operates on a marketplace model where individual instructors can create and sell courses, and students can purchase these courses either individually or through a subscription to Udemy Business for corporate learning.

Key Features

  1. Open Marketplace. Udemy allows anyone to create and sell courses, providing a diverse range of subjects and expertise levels.
  2. Lifetime Access. Once purchased, students have lifetime access to their courses, allowing for self-paced learning.
  3. Corporate Learning. Udemy Business offers a specialized suite of courses aimed at enterprise clients for employee upskilling.


Coursera

Coursera is an online education platform that partners with universities and organizations to offer accredited courses, specializations, and degree programs.

Valuation: $2.62B

Monthly Traffic: 66.7M

Segment: Massive Open Online Course (MOOC) | Higher Education and Professional Development

Target Audience: Coursera targets a range of learners including college students, working professionals, and lifelong learners interested in academic rigor or career advancement.

Business Model: Coursera operates on a freemium model, offering free course access with optional paid certificates and specializations, as well as fully accredited online degree programs for a higher fee.

Key Features:

  1. Accredited Programs. Coursera offers accredited courses, specializations, and degrees from renowned educational institutions.
  2. Flexible Learning. The platform allows for self-paced learning, with course material accessible at any time.
  3. Peer Assessments and Quizzes. The courses often include interactive assignments and assessments, enabling a comprehensive learning experience.


LinkedIn Learning

LinkedIn Learning is an online educational platform that offers video courses primarily focused on career development, technology, and business skills.

Valuation:

Monthly Traffic: 972k

Segment: Online Courses Marketplaces | Professional Development and Corporate Training

Target Audience: LinkedIn Learning is aimed at working professionals seeking career advancement, skill development, or transitioning into new roles.

Business Model: LinkedIn Learning operates on a subscription-based model, providing unlimited access to its course library for a monthly or annual fee.

Key Features:

  1. Skill Paths. The platform offers curated learning paths to guide users through a series of courses designed to help them master a particular skill.
  2. Integration with LinkedIn Profile. Completed courses and certificates can be easily added to one's LinkedIn profile, facilitating career advancement.
  3. Expert-Led Courses. Courses are taught by industry professionals and experts in the field, ensuring high-quality, practical instruction.


SkillShare

Skillshare is an online learning community offering a wide range of creative, business, and technology courses through short video lessons.

Valuation: $100-500M

Monthly Traffic: 7M

Segment: Online Courses Marketplaces | Lifelong Learning and Creative Skills Development

Target Audience: Skillshare targets creative individuals, freelancers, and lifelong learners interested in quick, project-based courses for both personal and professional development.

Business Model: Skillshare operates on a subscription-based model, granting members unlimited access to its catalog of classes for a monthly or annual fee.

Key Features:

  1. Community-Centric. Skillshare emphasizes community engagement by encouraging students to share their projects and engage in peer-to-peer feedback.
  2. Short, Practical Lessons. The platform specializes in bite-sized courses focused on hands-on projects and real-world applications.
  3. Broad Creative Focus. Skillshare offers a wide range of courses in creative fields like design, photography, writing, and more, often taught by industry professionals.


edX

edX is an online educational platform founded by Harvard and MIT, offering a wide range of university-level courses, professional certificates, and accredited degree programs.

Valuation: $800M

Monthly Traffic: 15M

Segment: Massive Open Online Course (MOOC) | Higher Education, Professional Certifications, and Corporate Training

Target Audience: edX targets a global audience that includes college students, working professionals, and lifelong learners seeking academic enrichment, career advancement, or specialized skills.

Business Model: edX follows a freemium model, allowing free course audits while charging fees for verified certificates, specialized programs, and degrees.

Key Features:

  1. University Partnerships. edX courses are offered in collaboration with top universities and institutions, ensuring academic rigor.
  2. Accredited Programs. The platform provides various levels of accreditation, from verified certificates to fully accredited Master's and Bachelor's degrees.
  3. Flexible Learning. edX offers self-paced courses as well as structured, timed programs to suit different learning needs.


Udacity

Udacity is an online education platform specializing in technology-focused "Nanodegree" programs designed in partnership with industry leaders.

Valuation: $1-$10B

Monthly Traffic: 2.7M

Segment: Massive Open Online Course (MOOC) | Professional Development and Vocational Training segments, with a focus on tech skills

Target Audience: Udacity is aimed at individuals looking to acquire or advance technology skills for career growth, including students, professionals, and career changers.

Business Model: Udacity operates on a fixed-fee model for its Nanodegree programs, which include mentor support, project reviews, and a career services component.

Key Features:

  1. Industry Partnerships. Courses are co-created with leading tech companies to ensure they meet current industry needs.
  2. Project-Based Learning. Each Nanodegree includes practical, hands-on projects that simulate real-world job tasks.
  3. Mentor Support. Students receive personalized guidance and support from industry experts throughout their learning journey.


Future Learn

FutureLearn is an online education platform offering a diverse range of courses, microcredentials, and degrees from universities and cultural institutions around the world.

Valuation:

Monthly Traffic: 3.3M

Segment: Massive Open Online Course (MOOC) | Higher Education, Professional Development, and Lifelong Learning

Target Audience: FutureLearn aims to attract a diverse audience including students, professionals, and lifelong learners interested in academic or career advancement, as well as personal development.

Business Model: FutureLearn follows a freemium model, offering free access to course materials while charging fees for certificates, exams, and specialized programs like microcredentials and online degrees.

Key Features:

  1. Academic Partnerships. FutureLearn collaborates with educational institutions and organizations for course creation, ensuring academic quality and credibility.
  2. Social Learning. The platform encourages peer interaction through its unique "social learning" system where students can comment, discuss, and learn from each other.
  3. Flexible Credentials. FutureLearn offers a range of credentials from short courses to fully accredited degrees, accommodating various learning goals.


Kahoot!

Kahoot! is an interactive learning platform that uses quizzes, challenges, and games to engage students in educational activities.

Valuation: $1.7B

Monthly Traffic: 19.2M

Segment: Online Courses Marketplaces

Target Audience: Kahoot! operates primarily in the K-12 Education and Corporate Training segments, offering gamified learning experiences.

Business Model: Kahoot! follows a freemium model, providing basic features for free while offering premium features for educators, schools, and businesses at various pricing tiers.

Key Features:

  1. Interactive Quizzes. Kahoot! enables educators to create custom quizzes that students can participate in real-time via smartphones or computers.
  2. Analytics and Reporting. The platform provides detailed analytics on student performance, allowing for targeted interventions and progress tracking.
  3. Multi-Platform Accessibility. Kahoot! can be accessed on various devices, making it convenient for in-class and remote learning.