Competitor Analysis for Performant

1. Competitors Identified
Two prominent competitors to Performant in the ed-tech sector are Duolingo and Skillsoft.
Both companies offer digital learning platforms but target different aspects of the educational
market.

2. Strategies for Growth used by competitors

Duolingo: Duolingo focuses on gamified language learning, making education fun and
engaging through a mobile-first approach. The company continuously adds new languages
and features, such as AI-driven personalization, to keep users engaged and encourage daily
use. They also monetize through a freemium model, where basic access is free, but advanced
features require a subscription.

Skillsoft: Skillsoft provides corporate training solutions, focusing on upskilling and reskilling
the workforce. Their strategy includes partnerships with large organizations, offering tailored
training programs that address specific corporate needs. They leverage a vast library of
content and AI-powered learning paths to ensure relevance and effectiveness.

3. Target Audience and How they Meet needs

Duolingo targets individuals interested in learning new languages, ranging from casual
learners to serious language enthusiasts. Their approach appeals to a wide demographic by
making language learning accessible and enjoyable, with content tailored to different
proficiency levels.

Skillsoft targets corporations and professionals looking for career advancement through skill
development. They meet their needs by offering flexible, on-demand courses that can be
integrated into employees' work schedules. Their content is designed to be relevant to current
market demands, particularly in technology and business skills.

4. Unique Selling Propositions (USPs) of competitors

Duolingo: Its primary USP is the gamified learning experience, which makes language
acquisition more engaging and less intimidating. The platform's use of AI to personalize
lessons based on user performance further enhances its appeal.

Skillsoft: Skillsoft's USP lies in its comprehensive content library and focus on corporate
training, offering solutions that can be customized to the needs of large organizations. Their
emphasis on measurable outcomes, such as skill acquisition and application, sets them apart
in the market.

5. Promotional Channels used by them

Duolingo: Duolingo heavily leverages social media platforms, particularly YouTube and
Instagram, to promote its brand. They also use content marketing, such as blog posts and user
success stories, to engage with their community. Additionally, Duolingo's presence on mobile
app stores, optimized for visibility, drives organic downloads.

Skillsoft: Skillsoft uses a mix of direct sales, content marketing, and industry partnerships to
promote its services. They also engage in thought leadership through webinars, white papers,
and participation in industry events. Their marketing efforts are often targeted at decision-
makers in large corporations.

6. Challenges faced by them and Solutions they implemented

Duolingo: One challenge is retaining users after initial sign-up, as language learning requires
consistent practice. Duolingo addresses this by incorporating game-like elements such as
streaks and rewards, which motivate users to return regularly.

Skillsoft: A significant challenge for Skillsoft is staying relevant in a rapidly changing

business environment where skills quickly become outdated. To overcome this, they
continuously update their content library and integrate emerging technologies like AI to
create adaptive learning experiences that remain relevant.

Both Duolingo and Skillsoft represent strong competitors in the ed-tech space, with distinct
strategies tailored to their respective markets. Duolingo excels in engaging a broad user base
through gamification, while Skillsoft focuses on deep, specialized corporate training.
Performant can consider these strategies as potential areas to explore or differentiate itself
further in the ed-tech market.

Customer Analysis for Performant

1. Target Audience for Competitors and the Ed-Tech Industry

Duolingo: Duolingo's target audience includes individuals of all ages interested in learning
new languages, from beginners to advanced learners. The platform appeals to a broad
demographic, including students, travellers, expatriates, and language enthusiasts. It
particularly resonates with younger users (18-35 years) who are comfortable with mobile
learning and enjoy gamified experiences.
Skillsoft: Skillsoft targets corporate professionals and organizations focused on employee
training and development. Their primary audience includes HR professionals, training
managers, and employees looking to upskill or reskill, particularly in technology and
leadership roles. The demographic typically includes working professionals aged 25-50 years
who are career-oriented and value continuous learning.
Ed-Tech Industry: The broader ed-tech industry serves a wide range of audiences, including
K-12 students, higher education learners, professionals seeking certification or skill
development, and lifelong learners. The industry caters to both individual learners and
institutional clients, such as schools, universities, and corporations.

2. Understanding the Needs of the Target Audience

Duolingo: Users seek a fun, flexible, and affordable way to learn new languages. They prefer
bite-sized lessons that fit into their busy schedules and value the ability to track progress and
earn rewards. Many users are motivated by personal growth or specific goals, such as travel
or career advancement.
Skillsoft: The primary need for Skillsoft’s audience is career advancement through skill
acquisition. Users look for courses that are relevant, up-to-date, and recognized by industry
standards. They prefer learning experiences that are flexible, allowing them to balance
professional development with their work responsibilities. Organizations, on the other hand,
seek scalable solutions that can be customized to meet specific training needs.
Ed-Tech Industry: The needs of the broader ed-tech audience include accessibility to quality
education, flexibility in learning (anytime, anywhere), personalized learning experiences, and
cost-effectiveness. Students and professionals alike seek platforms that offer a wide range of
subjects, easy-to-use interfaces, and credible certifications.

3. Identify the needs of customers (Primary research)

Data Integration and Management:
Seamless Integration: Customers need solutions that integrate smoothly with their existing
data sources and systems (e.g., CRM, ERP, databases).
Data Quality: Ensuring data accuracy, consistency, and reliability is crucial for effective
analysis and decision-making.
Advanced Analytics and Insights:
Actionable Insights: Customers seek platforms that provide deep, actionable insights from
their data to inform strategic decisions.
Customizable Reports: Ability to create and customize reports and dashboards to meet
specific business needs and metrics.
User-Friendly Interface:
Ease of Use: A platform that is intuitive and easy to navigate, even for users who may not be
highly technical.
Interactive Visualizations: Tools that offer interactive and visually appealing data
visualizations to better understand and communicate data trends.
Real-Time Data Access:
Up-to-Date Information: Customers need access to real-time or near-real-time data to respond
quickly to market changes and make timely decisions.
Scalability and Flexibility:
Scalability: The ability to handle growing amounts of data and user demands as the business
expands.
Customization: Flexibility to adapt the platform’s features to different industries, use cases,
and specific business requirements.
Security and Compliance:
Data Security: Robust security measures to protect sensitive business data and ensure
compliance with relevant regulations and standards.
Access Control: Features that allow for granular control over who can access and modify
different types of data.
Support and Training:
Customer Support: Reliable and responsive support for troubleshooting and optimizing the
use of the platform.
Training Resources: Access to training materials and resources to help users get the most out
of the platform.
Cost-Effectiveness:
Pricing Models: Affordable pricing structures that offer good value for the features and
benefits provided.

4. Enhance Customer Satisfaction

Improve User Experience:
Intuitive Design: Ensure the platform has a user-friendly interface that is easy to navigate,
even for non-technical users.
Personalization: Allow customization of dashboards and reports to align with individual user
needs and preferences.
Offer Comprehensive Support:
Responsive Customer Service: Provide prompt and helpful support through multiple channels
(e.g., chat, email, phone).
Technical Assistance: Offer expert guidance for troubleshooting complex issues and
optimizing platform use.
Provide Training and Resources:
Educational Content: Create tutorials, webinars, and documentation to help users understand
and leverage the platform’s features.
Onboarding Programs: Implement structured onboarding processes to help new users get up
to speed quickly.
Ensure Data Security and Compliance:
Robust Security Measures: Implement strong security protocols to protect user data and
address any potential vulnerabilities.
Compliance with Standards: Adhere to relevant regulations and industry standards to ensure
data privacy and legal compliance.
Offer Customization and Flexibility:
Tailored Solutions: Provide options for customization to meet specific industry needs or
unique business requirements.
Scalability: Ensure the platform can grow with the customer’s business and adapt to
changing needs.
Foster a Community and Feedback Loop:
Customer Feedback: Regularly gather and act on feedback to continuously improve the
platform.
User Community: Create forums or user groups where customers can share experiences, ask
questions, and offer suggestions.

5. Marketing Strategy Tailored to the Target Audience

To develop a marketing strategy tailored to the needs of the target audience for a platform
like Performant, follow these steps:
Define Target Audience Segments
Identify Key Personas: Create detailed profiles of your ideal customers based on industry,
company size, role (e.g., data analysts, business executives), and specific pain points.
Understand Needs and Challenges: Research and document the specific needs, challenges,
and goals of each persona.
Positioning and Messaging
Value Proposition: Clearly articulate the unique value your platform provides, such as
advanced analytics, seamless data integration, and user-friendly design.
Tailored Messaging: Develop messaging that resonates with each target segment’s pain points
and needs. Highlight how your platform addresses their specific challenges.
Content Marketing
Educational Content: Create blog posts, whitepapers, case studies, and webinars that provide
valuable insights and solutions related to data analytics and business intelligence.
Success Stories: Share case studies and testimonials that showcase how your platform has
successfully addressed the needs of similar businesses.
Digital Marketing Channels
Search Engine Optimization (SEO): Optimize your website and content for relevant
keywords to drive organic traffic from search engines.
Pay-Per-Click Advertising (PPC): Run targeted ads on platforms like Google Ads and
LinkedIn to reach decision-makers in your target industries.
Social Media: Utilize platforms like LinkedIn, Twitter, and industry-specific forums to
engage with your audience, share valuable content, and build brand awareness.
Partnerships and Alliances
Industry Partnerships: Collaborate with industry associations, influencers, and
complementary technology providers to expand your reach and credibility.
Affiliate Programs: Develop affiliate or referral programs to incentivize partners to promote
your platform.
Product Demonstrations and Trials
Live Demos: Offer live demonstrations or webinars to showcase the platform’s features and
benefits in real-time.
Free Trials: Provide free trials or freemium versions to allow potential customers to
experience the platform’s value firsthand.