Product Roadmap 2011 By Steve Bowler 1© 2011 HotChalk, Inc. - Company Confidential

1© 2011 HotChalk, Inc. - Company Confidential

HotChalkHotChalk

Product Roadmap

2011

By Steve Bowler


ContentsContents• Overview

• StudentMatch LeadGen Arbitrage

• Student Relationship Management

• HotChalk Network

• Lesson Plans Page

• K12 Learning Management System

• Scalability Programs

OverviewOverview


K12

PostSecondary Ed

LPPLMS

HCN

StudentMatch DDE

SRM

c. 2004 c. 2006

c. 2011*

c. 2010

c. 2011*

c. 2007

* Anticipated GA

Improving the lives of teachers

Industrial Strength Lead Generation


HotChalk ScalabilityHotChalk Scalability

Internal Process Improvement


Organizational LearningOrganizational Learning• Test and Measurement

• Executive Dashboard

• Program Metrics


Product Management ProcessProduct Management Process• Coordinated Deliverables

• Agile/Scrum/Kanban Process

Industrial Strength Lead Generation w/Determinant Data Elements (DDE) Optimization

Engine

StudentMatchStudentMatch

What Will StudentMatch Do?What Will StudentMatch Do?• Real Time Match of Prospective Student

Inquiries to School/Programs

• Ad Placement Optimization

• Keyword recommendation (think Hubspot SEO/SEM for Lead Gen)

• Closed loop A/B test and survey increase yields beyond anything out there

• Dramatically improve Lifetime Total Value metrics

Lead Validation FlowLead Validation FlowProspective

Student Inquiry

Analyze & Route to Automated

Telephony System

Immed.Website Validatio

n

Clean Address & Clean Phone?

Rings?

Live person?

Call Center Connect

Auto Phone Message

Auto Call Back Custom Script

Interest?

Application

Process

New

Existing

EDUCATION MEETS INNOVATION

10HOTCHALK CONFIDENTIAL -- COPYRIGHT 2010

To-Be Test ProcessTo-Be Test Process

11

HotChalkNetwork

SEO/SEMWebsites

LightboxesCopyForms

PSI Data

Survey Engine

Call Ctr Telephony

Colleges & Programs

Undergrad/GradMajorsMinors

CampusesInstructors

CostSpeed

SIS & SRM

Call CenterES’s

Contact infoDemographic info

Accounts (Tuition & Fin Aid)GradesDegrees

Courses Enrolled/Completed

Web Services Interface (SOAP or REST)

DDE - Real Time Analytics

Application Interface

A/B Test Engine

Testing & Feedback

WS WS WS WS

Reports

WS

Enrolled?Attr (a) Attr (b) Attr (c ) Attr (z)

PSI (1) yes 20 blue male Y (<30 Days) Y (<30 Days)PSI (2) no 44 gray female Y (30-90days) Y (30-90days)PSI (3) yes 25 green female N

PSI (n) no 45 blue male NY=520 Y=134 Y=5434

Overall N=12004 N=20345 N=143567For enrolled = YAttr (a) yes = 4778/5434 88% p=.97 School XYZU School 1 School NAttr (a) no = 656/5434 12% Pgm 3 Pgm 6 Pgm Y

For enrolled = N School Char 1 School Char 1 School Char 1Attr (a) yes = School Char 2 School Char 2 School Char 2Attr (a) no = School Char 3 School Char 3 School Char 3

School Char 4 School Char 4 School Char 4For XYZU only School Char 5 School Char 5 School Char 5Attr (a) yes = 345/520 66% p=.82 School Char 6 School Char 6 School Char 6Attr (a) no = 175/520 34% Pgm Char 1 Pgm Char 1 Pgm Char 1

Pgm Char 2 Pgm Char 2 Pgm Char 2For XYZU Pgm 3 only Pgm Char 3 Pgm Char 3 Pgm Char 3Attr (a) yes = Pgm Char 4 Pgm Char 4 Pgm Char 4Attr (a) no =

Student Outcome (Enrolled Y/N)

StudentMatch DDE Analytics EngineStudentMatch DDE Analytics Engine

Student Comparison

School/Program Comparison

Correlation Matrix

Attributes Analysis

Schedule and ResultsSchedule and Results

May ‘11

Kickoff

Proto DDE

July ‘11Reports

FeedbackAutomation

Aug ‘11

BetaProduction

June ‘11

Sept ‘11

BetaSelf-Optimizing

Network

Leads5K

25K


Concordia U - Accordion SRMConcordia U - Accordion SRMCustomer: Any US-Canada K12 teacher

Business Issue: Advancement through higher education credit, advanced degrees

Offering: Master’s of Education• Key Capabilities:

• Lead generation contact management•Enrollment counseling support•Workflow•Email campaigns and communications•At risk student support•Reports•Search

• Key Metrics•Students enrolled & retained•Applications• Leads generated•Revenue

• GA: 2010


SRM FutureSRM Future• Productize

• Incorporate into “Industrial Strength Lead Gen”

• More metrics capability

• Performance improvement

• UI optimization

• Increased automation/API capability


HotChalk NetworkHotChalk NetworkCustomer:

Business Issue: Advertising revenue, teacher recruitment, lead generation

Offering: • Key Capabilities:

•Se

• Key Metrics•Site Visits• conversions

• GA: 2007


LessonPlansPage.comLessonPlansPage.comCustomer: Any K12 teacher – public, private, home, domestic, global

Business Issue: Teacher resources, accessible easy to use lesson plans

Offering: Math, Science, Art, Music, Language Arts, Social Studies, Computers & Internet, Phys. Ed & Health, Multi-Disciplinary

• Key Capabilities:•Worksheets•Projects•Science Experiments•Teacher Discussions• Lesson Plan Guide•Recent Additions•Seasonal Lesson Plans

• Key Metrics• LP’s Delivered•Site Visits

• GA: 2007-2008


LPP FutureLPP Future• Continue to use to attract teacher traffic

• Source of Leads for Higher Ed – Measure referrals

• Upgrade to WordPress 1Q2011

• Continue updating and adding content


LMSLMSCustomer: Any K12 teacher – public, private, home, domestic, global

Business Issue: Delivery of high value, digital curriculum, engagement with students remote and classroom, involvement of parents, low IT touch, freemium pricing model

Offering: MyClasses, MyLibrary, My Desk, Content Manager. Curriculum Manager

• Key Capabilities:• Free Lesson Plans•Editorial & Blogs•Premium Digital Content

•National Geographic•Globe trekker•Scholastic Weston Woods•Video Education America

• Key Metrics•Teachers engaged•Videos sold

• GA: 2004-2005


LMS FutureLMS Future• Decouple LMS from HotChalk corporate site

• Combine with other properties through M&A

• Create two-way lead gen

• Teachers using LMS stream to online degree programs

• Teachers in online degree programs are exposed to freemuim LMS product

- Or -

• Alternatively EOL or sell off

Documents

Product Roadmap 2011 By Steve Bowler 1© 2011 HotChalk, Inc. - Company Confidential