Competitor category: direct competitor
1. Growth: established on June 20 15. The number of active followers of WeChat official account is estimated to be 99,000, and the average reading volume in September is about 1.2 million.
2. Scale: The name of the enterprise is Sanjie Information Consulting (Beijing) Co., Ltd., with a registered capital of 65,438+0,363,637 yuan, and the number of enterprises is about 500-65,438+0,500.
3. Financing: 2065438+On March 27th, 2008, Class Three completed the A round of financing. This round was led by IDG Capital, and the investors of Angel Wheel only voted for Hunting Cloud Network. The exclusive FA of this round of investment is the capital before it happens. After this round, the three classes have completed 50 million yuan of financing.
4. Burning rate: it is mainly labor cost expenditure, and the burning range is between 69 1667 yuan/month-1266,666 yuan/month through company scale.
5. Customer sentiment:
(1) quantitative analysis:
① Based on the top 20 comments on Zhihu's related issues, the results are 10 positive comments and 10 negative comments.
(2) Failed to get useful comments on Weibo.
(3) Baidu searches "How are the courses of the three classes" and intercepts the titles related to comments in the first two pages. After clicking on it, I found that it was basically a discount.
(2) Qualitative analysis
① Positive evaluation: curriculum system, summary of complicated contents in the book, serious teachers and practical contents.
② Negative evaluation: shallow knowledge, poor attitude of customer service staff, teachers only studying PPT in class, short course opening time and low level of teaching assistants.
6. Marketing strategy:
①SEM: Searching for the keyword "new media operation" in Baidu, the first result is the course advertisement of three classes.
② Content marketing: articles suspected of being soft articles were found in Zhihu and Baidu Post Bar.
③SEO: There are still advertisements for three courses when searching for the keyword "New Media Course".
④ Offline activities: Some courses are conducted in the form of offline lectures.
⑤ Marketing Alliance: Seeing that many former students in the Post Bar can reduce 100 yuan by entering the invitation code, it is judged that they have the business of sharing the invitation code back to the registered students.
7. corporate vision (future):
At present, three classes have completed the A round of financing. After this round, the three classes have completed a total of 50 million yuan of financing. At present, the three classes are mainly divided into four categories: product manager, internet operation, marketing and new media operation, and will also involve data analysis, e-sports and other fields in the future. It can be seen that the vision of Class Three is grand, aiming at a bigger and farther Internet market.
At present, "Three Courses" has become one of the leaders in the operation training market. Although it is a strong competitor, there is still something worth learning in marketing strategy.
But semi-private schools still have their own unique advantages. For example, semi-private schools, although established for a short time, have fewer students than their rivals, but because of this, teachers have more energy to improve courses, correct homework and do a good job in training new teaching AIDS. They have their own unique advantages in quality, so there is still a lot of room for development.