When teaching on Outschool, creating a strong class funnel and pricing strategy isn’t just about filling your classes—it’s about providing learners and families with a clear, engaging pathway that keeps them coming back. Here’s a guide to designing a funnel that works for you while aligning with diverse learner needs.
Avoiding Assumptions About Families
Homeschooling families, like all families, are diverse in their financial situations, learning goals, and resources. It’s important to avoid assumptions, such as thinking all homeschool families have similar economic backgrounds or schedules. Instead:
- Recognize that families may use state funding or other financial assistance.
- Offer targeted options, such as scholarships, instead of universal discounts.
- Treat homeschool families as individuals, acknowledging their unique needs and preferences.
This flexibility builds trust and fosters long-term relationships with learners and their families.
Strategic Pricing: A Dynamic Approach
Pricing is not just about numbers; it’s about conveying the value of your classes. Consider these strategies:
- Dynamic Pricing: Use promotions, such as back-to-school discounts, to create urgency. Increase prices after a set date to drive early enrollments.
- Value Proposition: If families question your pricing, focus on how you communicate the value of your class. Outschool’s recommendations are data-driven, based on enrolled classes, and can guide you in setting competitive prices.
- Flexible Options: Weekly payments or multi-class bundles can make your offerings more accessible without undervaluing your work.
The Power of a Class Funnel
A class funnel is a structured pathway guiding learners from their first interaction with you to deeper engagement. Here’s how to build an effective funnel:
- Entry Point: The First Class
- One-Time Classes: These are key entry points. Data shows learners who start with one-time classes are more likely to explore other subjects and formats.
- Use the First Class Five principles to create a strong first impression:
- Ensure learners have the materials they need.
- Foster engagement and participation.
- Provide a post-class update to families, sharing highlights and setting the stage for future learning.
- Second Class: Building Momentum Depending on the learner’s entry point:
- For one-time classes, guide them to 1-2 week courses or enrichment clubs.
- For one-on-one classes, encourage them to try a different format to expand their learning journey.
- For enrichment clubs, suggest complementary topics or related longer courses.
- Third Class and Beyond: Sustained Engagement
- By this stage, you’ve likely built rapport and trust. Focus on deepening their involvement by offering longer courses or creating bundled pathways that support their growth.
- Continue applying strong customer service principles but allow communication to become more tailored and less frequent.
Pairing Classes: A Pathway for Retention
Certain subjects naturally complement each other, making it easier to funnel learners between offerings. For example:
- Strong Pairings: Social studies and English; science and math; arts and life skills.
- Secondary Pairings: Social studies and science; games and life skills.
- Creative Opportunities: Create interdisciplinary courses or bundle classes that touch on related themes.
These combinations not only align with learners’ interests but also encourage families to enroll in multiple classes with you.
Key Takeaways for Educators
- Reflect on Class Offerings: Review your catalog for clear value propositions, thoughtful scheduling, and aligned pricing.
- Understand the “Job to Be Done” (JBD): What problems are families looking to solve with your classes? Build your offerings around their needs and aspirations.
- Visualize the Learner Pathway: Use a whiteboard or diagram to map out the steps from entry-level classes to advanced or long-term options.
- Reduce Friction: Use clear communication and tools like AI teaching assistants to simplify the enrollment process and guide families through your funnel.
Retention Starts With Strong Foundations
By designing intentional entry points, nurturing learners through the funnel, and pairing classes strategically, you create a system that serves both families and your teaching business. Retention is built not just through great teaching but by creating meaningful pathways that learners and families want to follow.
Start today by analyzing your offerings, aligning your strategy, and ensuring every family feels valued and supported throughout their journey with you on Outschool.
