I would like to a little revamp of pricing page of courses platform of Analytics Vidhya.

Final three ideas are

Pricing page revamp

Goal

To establish Analytics Vidhya learning platform relevant and affordable for data science beginners/
professionals and executives globally.

Problem definition

The Learn platform of Analytics Vidhya currently has:

● Total 26 courses/programs
● 9 free courses

Being a data science student myself (have done courses on udemy and coursera) and doing a quick
overview of courses around other platform, I found the pricing of the data science courses on AV to be on
a much higher side and also a bit unstructured.

For e.g. following are the pricings of NLP using python course on various platforms with very similar
course content
● Udemy​ ($10)
● Courseera ​($50/mo subscription, 7 hours of video lectures)
● Datacamp ​($29/mo subscription)
● Analytics Vidhya​ ($190 available for 18 months)

The first three courses on the landing courses page are worth close to $1000, which might scare away a
new user and reduce the engagement (This is a hypothesis, data would tell the real story)
In the following section, we will propose an alternative pricing of courses on AV platform which would be
appealing and affordable to the users

Data requirement

Following the data points, which should be looked into to gauge the performance of Analytics Vidhya
Courses platform over the past few years.

● Name ● Completion %
● Rating ○ For every user enrolled
● Rated by (number of users) ● Number of certified users
● Number of enrolled ● Number of video lessons
● Number of lessons ● Number of text lessons
● Total Duration of the course ● Tags (if any)
● Fees ● Count of previews watched
● Total visits on the course page ● Total revenue

Alternate Pricing model

We will categorize the current 28 courses in the Courses sections in four major categories

● Free
○ Introductory courses
○ Covers all the existing free courses
● Beginner ( pricing range $5 - $30)
○ Users can cover 0 to 1 data science journey (model building)
○ Ready for the first job
 ○ Courses like “​Introduction to Data Science​” and “​Ace data science interviews​” would be
good fit in this category
● Professional ($10 - $50)
○ Advanced topics relevant for professionals
○ Courses like “​Structure Thinking and communication​” and “​Data science resume​”
● Executives ($10-$50)
○ Overview Courses
○ Courses like “​AI and ML for business managers​”

If the operational costing allows, we should not have any course more than $50, because data science as
a learning is a very crowded online market and higher pricing would increase the timeline of buying
decision of the user.

Resources required

This is majorly a product change (mostly on the front end part). So the required resources would be:

● One product manager

Below is a tentative sketch of the new pricing model

Timelines
 ● Product
○ One - Two weeks for required research and working prototype
● Engineering
○ Two weeks of development
○ Two weeks of testing and alpha release
● Overall 1-1.5 month for the beta release to customers

Distribution

Apart from AV platform, we would also explore the option of putting across the courses on platforms like
Udemy and Youtube (free courses), since they already have a good global user base.

Release Cycles

● Alpha release
○ For employees (1 week)
● Beta release
○ Few selected (1000-2000) user (1 week to a month depending on the user journey)
● Final release
○ In batches to users

Success metric

Once the alternate pricing is live, first we would work towards optimizing for product market fit. Then we
will measure the success with following metrics

● Total enrolled in each course and category

First Idea

Spend on acquiring and engaging global audience for the free content

● The free courses on Analytics Vidhya are quiet comprehensive compared to other free learning
resources (​Source​)
● Reaching out to global audience (except India) for learning data science on AV platform for free in
2019
● Leverage channels like youtube for deriving traffic
● Idea is to get as diverse audience as possible (or number of countries)
● Collect user feedback about the free content
● Would draw additional traffic on discuss forum
● Optimize the content for reaching out to more audience
Second Idea

Spend on acquiring and engaging global audience for the paid learning content

● Reaching out to global audience (except India) for learning data science on AV platform in 2019
● Leverage channel like udemy traffic and revenue
● Idea is to collect user feedback about the content (Currently it is less ratings and discussions)
● Would draw additional traffic on discuss forum
● Optimize the content for reaching out to more audience

Third Idea

Conducting a hiring hackathon in Singapore.

Goal : ​To conduct a successful hiring data science hackathon for a company based out of Singapore.

Problem Statement

There is a huge demand for data scientists globally. Analytics Vidhya is at a very good place in time to
crowd-source data science talent for enterprises​. ​As of today, following is the breakup of job postings on
AV jobs.

● India 346
● Rest 8

Also following are the hiring hackathons conducted on Analytics Vidhya platform

2019 6

2018 12

2017 2

2016 1

With a vision of helping organizations hire data science talent globally, AV should conduct a hiring
hackathon for companies based out of Singapore. Reason for choosing Singapore is the following graph
from a ​study ​done by nycdatascience in Aug’18.

Singapore has good number of data science openings relatively and would be cost effective for travel. It
would be a good first step towards making AV, a global hiring platform.
 Yaxis : Number of data science job openings

Resource
● Inside on onground sales in Singapore
● Problem Setters
● Hackathon management team

Success criteria

● Number of participations
● Number of job filled
● User feedback both employers and participants