Within the online learning marketplace, providers usually fall into one of four groups as it relates to their current program offerings and initiatives. From those companies that are simply in the game to cash in on the lucrative eLearning business, to those who have managed to marry accessibility with authentic knowledge, most remain anxious to make improvements in some capacity. Whether that improvement is driven strictly by the desire to capture more of the market or a sincere desire to enrich lives, knowing where your program stands today is key to understanding where to focus improvement initiatives.
Consider these four segments of the marketplace:
1. The Check-Off-the-Box Contingent
Right or wrong, this market is dominated by deep discount providers whose business model is typically volume driven, thriving on the demand for quick, cheap, uninspired content that allows attendees to get in and get out as painlessly as possible. While many associations struggle with how to compete with the allure of these providers, more often than not, their improvement initiatives are better invested in creating content that outshines and targets those learners who are vested in building career longevity.
2. Knowledge Cultivators
These providers have worked to amass a wealth of content on offering effective solutions to their members that not only meet CE requirements, but also allow for more real learning opportunities. While these programs do meet many members’ needs, just as with those focused on checking off a box styles, there remains a wealth of untapped opportunity to build a more dynamic and valuable program for members.
3. Knowledge Influencers
These providers take their content to another level by implementing ways to not only offer timely content, but also provide paths for their members to take that knowledge out into the world. Members are compelled to retain their knowledge in ways that allow infinite leverage for their own, and the organization’s, benefit. By building in these real world initiatives and collaborations between learners, these associations become a go-to for members when the need arises.
4. Knowledge Innovators
At this level, providers have brought all their dynamic, relevant, engaging content together with the best infrastructure to inspire new knowledge resources. While it may seem that simply operating as a go-to Knowledge Influencer might be enough to keep a quality program thriving, those who push beyond have the satisfaction of offering their members ways to create entirely new stratagems of success – from working to bring their knowledge to serve social justice causes, to the opportunity to share their experiences beyond the confines of their own offices. Innovators are those who become indisputable leaders.
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