1	e-Learning Management 101 - Estimating, Pricing, and Running Your Business Jeffrey M. Rhodes Platte Canyon Multimedia Software Corporation
2	Topics General “Wisdom” Figuring out a “billable” rate Estimating projects Pricing strategies for products Joel on Software Running a small business: Q&A/collaboration
3	Track Employee Time per Project Critical to knowing where the time/money went Compare revenue to costs (including support) at any time Absolutely critical when a consultant Can be unpopular with employees Examples Learning & Mastering ToolBook TBCON itself Program CD/Archives
4	Manage Risk Use Ben & Jerry’s or Dave Ramsey Strategy No debt No venture capitalists breathing down your neck Grow Through Profits Avoid Fixed-Price Contracts Like the Plague Don’t “Tinker” Products to Death Focus on Consulting that Either Improves your Products and/or Improves your Skills
5	Use “Responsive Sales” Concept from Eric Sink Customer initiates contact rather than being “sold” Make sure customers know about your product Make sure product is something customers want Make sure they can afford your product Offer a full-featured demo download Answer customer questions Provide a place for community Make it easy to buy over the web
6	The Question is “How Much Do We Charge?” For services, we build up from costs, incorporate risk, and try (depending on the market) to achieve our profit margin acme multimedia training.xls sampleWorksheet.xls sampleBigJob.xls RecentBid.xls For products, the answer depends on the demand
7	How Much to Charge as a Consultant? Start with expected salary $60,000 per year equates to about $30/hour Adjust for marketing/lack of work: Take into account that you won’t be able to bill out 2000 hours/year. Figure out a reasonable amount of off time (proposal-writing, marketing, research, vacation, etc.). 500 off hours for our example. Adjust the base hourly rate to account for this: $60,000/1500 = $40 Add in: Employer Taxes (Social Security (6.2%) and Medicare (1.5%)): 7.7% or $3.08/hour Benefits (health coverage, retirement, etc.): 15% - 40%. Use 30% or $12/hour for this example Other overhead (rent, utilities, computers, software, etc.): 30% or $12/hour
8	How Much to Charge as a Consultant? Add a company profit: 10% = $4/hour Add it all together: $40 + $3 + $12 + $12 + $4 = $72 Obviously lots of variation and factors here, but this is the general idea.
9	Estimating and Pricing Services 1 acme multimedia training.xls A “coverage” approach that focuses on the cost of resources and estimates a project based on the percentage of time by person over a particular time frame. sampleWorksheet.xls A “screens” approach that breaks down a CBT or WBT into the number of screens of varying complexity.
10	Estimating and Pricing Services 2 sampleBigJob.xls Another screens approach where the price came out so high that we didn’t even bid. Instead, we sent a letter suggesting a “prototype.” RecentBid.xls Relatively simple estimate to come up with the numbers to bid on a fixed-price, sole source contract based on requirements
11	Pricing for Products The key is demand Supply is basically infinite for software products
12	Pricing for Products (Continued) We set the price and get the corresponding demand
13	What We Need To Know The level of demand How far the demand curve is to the right Reflects the size of the market The price elasticity of demand How much will quantity demanded go up when we drop the price? Shown by the slope of the demand curve
14	The Level of Demand Besides price, what affects the demand for our product? Tastes/Preferences Advertise to boost this Population of buyers ToolBook Companion vs. Programming for e-Learning Developers Buyer’s income/wealth Prices of substitutes and complements Commoditize Complements and Differentiate Yourself Expectations of future price changes Tastes is the only one that you can normally do anything about.
15	Level of Demand: L&M ToolBook Look at each one of these for the Learning & Mastering ToolBook… series Tastes/Preferences Postcards, newsletters, web site, flyers in each box of ToolBook (killed by electronic downloadJ) Population of buyers Greatly dependent on the number of ToolBook developers Buyer’s income/wealth Follows the state of the economy, since the buyers are mainly businesses
16	Level of Demand: L&M ToolBook (Continued) Prices of competitor products Classroom training courses (expensive) Books (inexpensive) Expectations of future price changes If customers expect a sale, they will wait If they expect prices to rise, they will buy now
17	Elasticity
18	What Affects Elasticity? Availability of Substitutes If customers can buy a similar product, then they will go for the lower price. Time Customers can eventually move to other solutions if price is too high (buy a more fuel-efficient car if gas prices go up). So more elastic with time. Proportion of Income More elastic if product takes a big “chunk of change.”
19	How To Determine Elasticity? Pricing of Existing Competitor Products Most Platte Canyon products have had no existing competitor product on the market. Surveys Ask potential customers what they might be interested in paying. We did this with beta testers for L&M Instructor 6.5. Put products on sale and look at the response. Try a “Lite” and “Pro” version.
20	Elasticity of Development Tools ToolBook and our ToolBook products have inelastic demand over a “reasonable” price range Moving to substitutes difficult in the short-run (so more elastic over time) Proportion of e-Learning development costs spent on tools is very low Examples ToolBook 1.5 was $495, ToolBook 10 is $2,795 Demise of Plug-In LE Subject Matter Experts versus Programmers Exam Engine versus Question control Training Studio
21	Elasticity of e-Learning The key is the availability of substitutes If the market is big (as for training on Microsoft Office), then there are likely numerous competitors. This will constrain the price you will be able to charge. Need to research this thoroughly before setting pricing. Proportion of income If you are training on an expensive product (sophisticated machinery or software), then easier to command a premium for the e-Learning.
22	Tips from Joel on Software
23	Running a small business: Q&A/collaboration