Launching a successful seller organization on Outschool requires more than great teaching—it demands a clear understanding of your buyer. In the Kickstart Your Org Success webinar, we explored how to define your “grown-up purchaser” and align your class portfolio with their motivations, needs, and challenges. Here’s a recap of the key takeaways to help your organization thrive.
Understanding Your Buyer: Who Are They?
Success begins with identifying and understanding your buyers—parents, guardians, or caregivers purchasing classes for learners. Knowing their motivations and preferences enables you to tailor educational experiences that drive satisfaction, positive reviews, and learner retention.
- Demographics
Determine who your buyers are:- Homeschoolers
- Afterschoolers
- Enrichment learners
- International families
- Self-paced learners
- Psychographics
Beyond demographics, psychographics delve into motivations and purchasing attitudes. For example:- A homeschooler might purchase a math class because they don’t feel confident teaching the subject themselves.
- An afterschool parent may look for enrichment classes that align with their child’s interests.
Buyer Pain Points and Challenges
Understanding potential purchasing obstacles can help you better meet the needs of your buyers. Consider:
- Content Depth: Is the class thorough enough?
- Engagement: Will the learner enjoy the experience?
- Scheduling: Does the timing fit the family’s routine?
These insights allow you to create targeted solutions and enhance your class offerings.
Creating a Buyer Persona
A buyer persona is a detailed profile of your target purchaser. To create one:
- Gather information about your buyers’ demographics and psychographics.
- Map out their motivations, challenges, and purchasing behaviors.
- Use this persona to inform your class portfolio and marketing strategies.
Navigating the Customer Journey
Buyers typically go through three stages in their decision-making process:
- Awareness: They discover your class listing or organization page.
- Consideration: They evaluate your offerings to decide if they meet their needs.
- Decision: They complete the purchase.
At every stage, your role is to guide buyers by solving their educational problems. Key elements to optimize include:
- Class Listings: Use engaging titles, clear summaries, and appealing images to draw buyers in.
- Class Descriptions: Explain how your classes solve specific problems or meet unique needs.
- Touchpoints: Every interaction—from your organization’s admin page to class listings—should reinforce your value and professionalism.
Segmentation and Niche Markets
Once you define your buyer persona, you can segment your audience into targeted groups based on:
- Demographics: Age groups, regions, or educational needs.
- Behaviors: Homeschoolers vs. afterschoolers, for instance.
This allows you to customize offerings, address specific pain points, and build stronger connections with your audience.
Developing Curriculum and Feedback Loops
- Curriculum Alignment
Design your classes to address specific problems or goals for your buyers. For instance, if targeting third-grade math learners, build a curriculum that supports their progression in math skills. - Feedback Mechanisms
Create a system for ongoing feedback from families and learners. This allows you to:- Refine your class portfolio.
- Adapt to evolving needs.
- Build trust and satisfaction among your buyers.
Crafting a Value Proposition
A clear value proposition answers the question: What problem are you solving for your buyer?
- Highlight the benefits of your classes.
- Address common pain points, like scheduling conflicts or content depth.
- Ensure your listings inspire confidence and demonstrate value.
Reflection Activity
To apply these insights, complete the reflection activity provided in the webinar. This exercise helps you define your grown-up purchasing consumer and refine your strategies for success.
Your Path to Success
By understanding your buyer and tailoring your offerings to their needs, you can enhance satisfaction, increase enrollments, and grow your organization on Outschool. Stay focused on the customer journey, leverage feedback, and continually refine your approach to meet the needs of your audience.
