Student Entrepreneur to $10M+ in Revenue Without Dropping Out: Course Hero CEO Andrew Grauer (Part 7)

Sramana Mitra: You focused on getting to a business model. Part of the problem at the Valley right now is that people just go and build things without figuring out a business model. As a result, they have huge burn rates and no monetization model. That doesn’t create a sustainable company. That whole model is predicated upon some fluke acquisition. Otherwise, you cannot sustain that model. Your model is much more sustainable.

You said you were very conscious about the burn rate. Can you talk a little bit about how you built your team? What areas did you put in people?

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Student Entrepreneur to $10M+ in Revenue Without Dropping Out: Course Hero CEO Andrew Grauer (Part 6)

Andrew Grauer: Then, moving on to the other question on the engagement level, engagement is quite high. I think the difference between other online education sites like Coursera and edX is that their users are looking just to learn for learning sake. Our supplemental resources are really focused on helping students who are already enrolled in the course and there is a requirement where there’s a large incentive for them to complete and do well in the course. If they can really get an edge and make sure that they master the course, this will be a major motivation to use Course Hero.

Sramana Mitra: Are you saying that your 150,000 subscribers are all active users?

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Student Entrepreneur to $10M+ in Revenue Without Dropping Out: Course Hero CEO Andrew Grauer (Part 5)

Sramana Mitra: From the end user’s perspective, is the end user using your platform largely in a web self-service mode? What percentage of that user uses self-service versus a tutor assisted usage?

Andrew Grauer: It’s probably going to be something like 70% to 80% self-service.

Sramana Mitra: I’m trying to gauge how big the tutoring phenomenon is in this community versus people just using the materials and teaching themselves.

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Student Entrepreneur to $10M+ in Revenue Without Dropping Out: Course Hero CEO Andrew Grauer (Part 4)

Sramana Mitra: You were doing college level courses?

Andrew Grauer: Yes, we focused on US colleges. Then, we expanded internationally as well and now we’re just starting to go into high school.

Sramana Mitra: Within those colleges, was there any bias in terms of courses?

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Student Entrepreneur to $10M+ in Revenue Without Dropping Out: Course Hero CEO Andrew Grauer (Part 3)

Sramana Mitra: That’s actually great. We love these stories of student entrepreneurs who didn’t drop out. Going back to the subscription model, how did the revenue ramp?

Andrew Grauer: It ramped really well in terms of growth rate but we were starting on a really small figure. I don’t remember the specifics. I do know that in 2010 we eventually got to a million dollars in sales. Then, we doubled every year after that. That was about $2.5 million in 2011, $5 million in 2012 and over $10 million last year. We hope to do between $15 to $20 million this year.

Sramana Mitra: Let’s get to a bit more granular detail about how you built that revenue up. Talk to me about the highlights of customer acquisition and conversion rates during the early times. It sounds like the advertising revenue was a non-event. >>>

Student Entrepreneur to $10M+ in Revenue Without Dropping Out: Course Hero CEO Andrew Grauer (Part 2)

Sramana Mitra: Explain to me the value proposition of your concept.

Andrew Grauer: The best way to understand it is to think about tutoring. The first version of this was a content version of tutoring – getting supplemental help for people to learn and succeed effectively in their specific course at their school. We really started out at Cornell and then extended to a number of other schools. We thought about it a lot like Airbnb – letting people rent space anywhere in the world that has an address and is recognizable by the Google Maps API. We wanted some thing where you can upload your educational resources and tag it to any course at any school in the world.

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Student Entrepreneur to $10M+ in Revenue Without Dropping Out: Course Hero CEO Andrew Grauer (Part 1)

If you haven’t already, please study our Bootstrapping Course and Investor Introductions page. 

We love student entrepreneurs who have managed to not only build successful businesses but have done so without dropping out of school. We also love entrepreneurs who have the discipline to get to a strong and sustainable monetization model early on in their evolution. Andrew Grauer scores on all fronts, and there is much to learn from this entrepreneur’s journey.

Sramana Mitra: Andrew, let’s start with your personal beginning. Tell us where you were born, raised, and in what circumstances. What’s the back story of Course Hero?

Andrew Grauer: I’m from the Bay Area of California. I grew up there my whole life. I went to college in Ithaca, New York at Cornell University. After graduating at Cornell, I came back to the Bay Area and continued working on Course Hero here.

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Thought Leaders in Online Education: Karen Francis, CEO of Academix Direct (Part 7)

Sramana Mitra: Interesting. What are your thoughts about liberal arts colleges? I went to a liberal arts college as well. I went to Smith College. About five years ago, Smith started this big investment on a new engineering building. It was very plush. They invited me to speak at the opening. It was clear that the college was going through a lot of soul-searching like most other liberal arts colleges. What is the future of liberal arts education?

Karen Francis: I have a grand vision for what a liberal arts college experience could be. I say those words very precisely. Just because technology is enabling things to open up, doesn’t mean that the college campus can’t do that. I actually think that the real opportunity here is to look at places like Smith and Dartmouth and say, “You go there, but you’re not bound by the boundaries of the geography or the professors who choose to teach there for what you’re going to learn and experience.” >>>