ONLINE EDUCATION AND EDTECH COMPANIES
EdTech Founders: Demo-to-Enrolment, Churn and Unit Costs
A parent attends the Saturday demo class, says they will think, and the lead is passed to a sales rep with forty others. By Wednesday nobody has called. The refund requests this month are higher than anyone expected.
We help you set a demo-to-enrolment routine, track refunds and churn by cohort, and align sales and teacher incentives. We write requirements and compare options with you if you need software. Your team or chosen provider builds it. We do not create courses.
Discuss your priorities ↗COMMON CHALLENGES
The pressures
we often see.
- 01The demo class is excellent, but follow-up is left to the sales rep's memory, so strong leads cool off while weak ones get repeated calls.
- 02Sales reps are paid on enrolments, so some promise outcomes the course cannot deliver, and the refund request arrives a few weeks later.
- 03Teacher cost per live class is clear, but content, support and counselling costs are not allocated, so a cohort that looks profitable may not be.
- 04Drop-off after the first month is noticed only when renewal is due, long after a call from a mentor could have helped.
- 05Founders spend time on every escalation because roles between sales, counselling and support are not clearly written.
OUR FOCUS AREAS
Where the work
usually starts.
- 01Demo attendance to enrolment, tracked by rep and by source of lead
- 02A cohort sheet showing fees collected, refunds and cost per live class
- 03Sales incentive tied to retained students, not only to first payment
- 04Student engagement flags, such as missed classes, reviewed weekly by a mentor
- 05Refund policy written in plain words and used the same way every time
- 06Teacher pay model and the capacity of each teacher across cohorts
- 07Support ticket categories and the owner of each
- 08Requirements for any tool the team wants, written before talking to providers
START THIS WEEK
Things you can do
before you call anyone.
- List the leads from the last three demo classes and what happened to each. The ones with no contact after the demo show the size of the gap.
- Hypothetical example: a cohort of 100 students pays ₹10,000 each, so ₹10,00,000. If 15 ask for refunds and live classes, mentors and support cost ₹8,00,000, little margin remains. Work this out for your cohort.
- Take the last ten refund requests and write the reason beside each. If the same reason repeats, bring it to the next sales meeting.
A PRACTICAL ENGAGEMENT
Start with the priorities
that matter most.
We begin by understanding how your business runs today, find the gaps, and agree the scope in writing. Recommendations are shaped around your team, your resources and your goals.
- A demo follow-up cadence with scripts and a daily lead review
- A cohort profit and refund report you can read in five minutes
- A sales incentive plan tied to retention and complaint rates
- A role chart for sales, counselling, support and teaching
Not the right fit when: Wait if the company is facing a consumer complaint, a data-protection issue or a funding dispute. Those need a qualified lawyer first.
Explore a business audit ↗LET’S MOVE YOUR BUSINESS FORWARD
