Masterclass

VP Growth


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Market Opportunity 

Online learning is an industry that has grown rapidly in the past twenty years. What started as a way to connect students to lessons offered in school classrooms, online learning has quickly expanded and courses are now available on all topics imaginable offering education and information to people around the world who otherwise might not have access. With the spread of the internet, it is easier than ever to find and use information. However this information is often just information, and without guidance or inspiration on how to use this, there can be a gap in knowledge.

There is thus a huge opportunity for online education to help fill in some of these gaps, and not only provide information, but also inspiration, guidance, and experiences from people who are highly practiced in their skills. This is precisely what Masterclass is aiming to do. They are enabling access to knowledge from some of the greatest practitioners in their fields, highly accomplished people with insights to share that reach beyond just tactical information, but insights and knowledge that in many ways can only be gained after years and years of experience in a certain field.

Solution 

Masterclass is democratizing genius and creating moments of inspiration by providing access to timeless knowledge from some of the world’s greatest minds and practitioners. Masterclass offers online video courses that highlight the knowledge, process, and sources of inspiration from people like Aaron Sorkin, Gordon Ramsay, Hans Zimmer, Dr. Jane Goodall, James Patterson, Stephen Curry, Gary Kasparov, Frank Ghery, Christina Aguilera, Serena Williams, Steve Martin, Deadmau5, Shonda Rhimes, and Martin Scorsese. People are listening to classes all over the world from Chad in Central Africa to Saint Helena Island, a tiny island in the middle of the South Atlantic Ocean.

The company was founded from the idea that the CEO, David Rogier’s, grandmother instilled in him at an early age that “education is the only thing that someone can’t take away from you.” As David says, “I wanted to build a school which teaches things that people can’t take away from others. I wanted to create a school that made it possible for anybody in the world to learn from some of the best minds and masters of their crafts.”

And Masterclass has done just this!

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Company

The company was founded in 2015 by David Rogier and Aaron Rasmussen when they launched 3 classes, had 10 employees, and were live for only 6 months of the year. In 2017, the company had a total of 20 classes, 100 employees and had doubled revenue for the past 3 years. In 2018, they are on that same path to double revenue and continue the growth of the company and classes offered. Masterclass recently received a Series D round of funding, bringing their total raised to $131M in funding. Investors from IVP (Roseanne Wincek), NEA (Rick Yang) and Javelin (Alex Gurevich) currently sit on the board.

Masterclass started out selling single courses in 2015 for $90 a pop. In 2017 they launched their All Access Pass subscription service that gives users access to unlimited courses for $180 per year - a price that is in line with their belief that everyone should have access to genius - and about a month ago, they launched their mobile app to make classes accessible on the go.

You can check out some of the company’s amazing Glassdoor reviews here!

 

Due Diligence 

Interview with David Rogier, CEO of Masterclass

Forbes article on Masterclass

Q&A with Founders of Masterclass

TechCrunch Series C Announcement

Mandate

When Masterclass was first starting out, their biggest business challenge was figuring out how to balance producing super high quality classes, signing talent and then making sure there was enough demand on the consumer side. Now that the marketplace dynamics are humming, they’re facing new challenges as they transition to a subscription business and need to think more about acquisition and conversion. Masterclass is seeking a VP of Growth who will be responsible for building and managing a high-performing team and growth organization from the ground up. This person will work cross-functionally to grow the subscription sign-ups at Masterclass and will have direct ownership of traffic and conversion metrics at the company. This person will be a driving force in expanding the subscription business at Masterclass and in developing the growth function within the company.

The Candidate

Domain

Masterclass is seeking an experienced VP of Growth who has deep knowledge of the mechanics of growth for a consumer audience. Experience with subscription services or free trial is a big plus.

Function

The VP Growth will be laser focused on growing subscription sign ups through different channels including organic, paid, app store optimization, partnerships, etc. This person will be responsible for building and managing a team that spans the areas of growth product management, SEO/ASO, partnerships, and analytics & data science, and will be an influential leader within the company, not only pushing the growth organization forward, but the company as a whole.

Culture

The team at Masterclass is driven to positively impact the world by providing education and inspiration from great masters of their craft. We are looking for a candidate who is similarly motivated, and enjoys working at the intersection of technology and a highly creative industry. From the beginning the company has been rigorously quantitative, and we are looking for a VP Growth candidate who has analytical horsepower and can continue to inspire a goal-oriented approach within the company.