How would you sell an employee training service to employers?

Approach: I would ask a set of calrification questions to understand the problem and the goal better. Then I would come up with a list of ideas to further the goal. Then prooritize one of the ideas and define the success metrics.

Goal:

Candidate: Are we planning to increase the revenue?

Interviewer: Yes

Candidate: Are we trying to offer a techical capabilities to the employers that can be used to create training courses.

Interviewer: Yes

Candidate: Are we today only serving the small employers in the retail segment:

Interviwer: Yes

Hypothesis to boost revenue:

We can drive the revenue using two ways a) drive the penetration for the existing user base b) acquire new user segment

I assume we maximized the penetration for the existing user base.

New User segments:

I would come up with a set of factors to identify the new market segment that we want to target. 

Employers that are growing rapidly : Employers that hire a lot of new employees would rely on the training modules to train the new workforce.

Technical know-how of the employers/industries: Technical companies are capable to build a homegrown technical capabilities to create a training module whereas other industries such as pharmaceutical companies, manufacturing companies do not have a expertize to build a online training service and have to rely on third-party offerings.

Employers that operate in a specialized domain: These employers need the training modules to impart the specialized modules to the employees.

Features that I would build for the training capabilities that we offer to the employers: 

A) Dashboard: That employers could use to track the employee's progress on the training modules

B) Mandatory/optional: I would offer a capability where employers can design a mandatory or optional traning content

C) Video/Audio/text-based module: I would offer a multi-modal capabilities for employers to create training content in.

D) Quiz: I would offer a capabilities to design the test for the training model

E) Certification: Employers can grant a certificate of merit for the employees that complete the training

F) Remainder/notfication: Using this service, employers can notify/remind the employees to conduct the training program.

Prioritization

I would use the ROI metric to prioritize the feature.

A) Dashboard: That employers could use to track the employee's progress on the training modules. 

Low effort required to build this feature, but it is important feature for employers to track the compliance of the mandatory training program. Employers would have a lot of apetite for this feature.

B) Mandatory/optional: I would offer a capability where employers can design a mandatory or optional traning content

Minimal effort required to build this feature, and it would create moderate impact on the business

C) Video with closed captioning /Audio/text-based module: I would offer a multi-modal capabilities for employers to create training content in.

High cost to create multi-model capabilities; high impact, since video content generate more customer interest

D) Quiz: I would offer a capabilities to design the test for the training model

Moderate cost to build and offer the testing capabilities; high impact since employers would want to test the employees knowledge before marking the training complete

E) Certification: Employers can grant a certificate of merit for the employees that complete the training

Low cost to build, since it is just a pdf doc to build; high impact, this feature would drive the adoption of the training program

F) Remainder/notfication: Using this service, employers can notify/remind the employees to conduct the training program.

Low cost to build a notification service; moderate impact, since employers use this feature to increase the adoption of the training program.

Metrics:

Adoption: How many employers and their employees purchased the training service that we offer.

Activation: How many employers actually use the training service features that we offer

Rentention: How many employers are renewing the training servie subscription

Reveune: What is the revenue collected per employer