Mark Lassoff

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@erenbali @jgebbia @udemy @rabois .@ankurnagpal tells a great story about doing things that don'e scale. When he launched @teachable, he uploaded all my courses by hand off of a physical hard drive to get me on the platform. I was customer #2. This is great advice, @erenbali

Story time. @jgebbia probably doesn’t remember this but he had passed me this advice when @udemy was less than a year old and it was a pivotal moment in our success. @rabois had invited his portfolio companies to a breakfast in his SF house. I was sitting next to Joe. Airbnb was also a marketplace and they had just started seeing good growth. I asked him the question I was asking everyone: How did you guys get initial traction? Until then we were trying scalable channels like SEO, SEM, viral growth but none really worked. He told me about how @paulg had suggested them to do things that don’t scale. They were focusing on making hosts successful no matter how unscalable the work is, including going to their houses and taking better photos. This was before the essay from pg, so I had not heard the idea. But it immediately struck. Like a light bolt. Scalable channels tend to not work when you don’t have scale. Couldn’t wait to talk to @gaganbiyani about how we shoukd change our approach. We pivoted all our efforts to making each instructor successful on Udemy. We edited their videos, produced promo videos, made their thumbnails, optimized their copy and most importantly actively promoted their content in 3rd party channels like newsletters and daily deal sites. It was very unscalable but it was ok since we only had a few real instructors anyways. It was working. We started getting more and more instructors since it was an unbelievably good deal for them. Slowly we started building a large enough user base and became less reliant on external channels. And the marketplace dynamics started kicking in. Instructors upped their production quality to compete for the pie. Scalable distribution channels like SEO and paid acquisition eventually worked out and allowed us to get to 10s of millions of users. But the early days where we did whatever necessary to make sure each instructor at least makes $3k on @udemy is how it all started.

@britz An interesting lesson in the power of video graphics. I wonder if this could be applied to learning, somehow.

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Absolutely heartbreaking.

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