{"id":6759,"date":"2018-03-04T16:29:03","date_gmt":"2018-03-04T21:29:03","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/2u-the-education-platform-that-got-it-right\/"},"modified":"2018-03-04T16:29:03","modified_gmt":"2018-03-04T21:29:03","slug":"2u-the-education-platform-that-got-it-right","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/2u-the-education-platform-that-got-it-right\/","title":{"rendered":"2U: The Education Platform That Got It Right"},"content":{"rendered":"<p>TL;DR:<\/p>\n<ul>\n<li>2U is an education platform company that provides cloud-based SaaS solutions to colleges and universities so they may offer degree programs to students anywhere online.<\/li>\n<li>2U does not charge the schools, but charges the students. It shares these revenues with the schools, creating financial value for suppliers (schools) and content value for users (students).<\/li>\n<li>Both direct and indirect network effects are engaged to fuel growth and sustainability.<\/li>\n<li>It is doing very well so far: high retention rates compared to MOOCs and other offerings, successful IPO with strong and steady growth since, current market cap over $4B.<\/li>\n<li>They continue to seek new ways to grow that enhance their value proposition: the core interaction between suppliers and users.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>WHAT IS IT?<\/p>\n<p>2U is a platform company that connects institutions of higher education with students. It provides cloud-based SaaS solutions that its partner colleges and universities can use to offer full-length online degree programs.<\/p>\n<p>In the tradition of other platform companies, 2U \u201cconsummates matches among users and facilitates the exchange of\u2026services\u2026enabling value creation for all participants,\u201d in this case the schools, the students, and 2U itself [1].<\/p>\n<p>&nbsp;<\/p>\n<p>NETWORK EFFECTS<\/p>\n<p>This two-sided market takes advantage of both \u201ccross-side\u201d (indirect) and \u201csame-side\u201d (direct) network effects [2].<\/p>\n<p>2U strategy reflects a decision to focus on suppliers: schools. They charge no fee for universities to use their platform solutions, going so far as to call them \u2018partners\u2019 and engage with them on content creation, investing $5-10M into each partnership. Their strategy can be contrasted with Coursera, perhaps the most well-known of the MOOCs (massive, open online courses), which has created an open and free platform attracting over 20M users taking over 2,000 classes, from at least 149 institutions [3]. The value of 2U\u2019s approach is reflected in the $1.2B in attrition-adjusted tuition bookings the platform has generated to date [4].<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonDevelopers.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6754\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonDevelopers.png\" alt=\"\" width=\"550\" height=\"340\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonDevelopers.png 706w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonDevelopers-300x185.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonDevelopers-600x371.png 600w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>性视界 itself recently partnered with 2U to produce the 性视界 Business Analytics Program, an executive certificate jointly offered by HBS, SEAS and FAS [5].<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/HBX.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6757 size-large\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/HBX-1024x365.png\" alt=\"\" width=\"640\" height=\"228\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/HBX-1024x365.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/HBX-300x107.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/HBX-768x274.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/HBX-600x214.png 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/HBX.png 1127w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>The effects of this strategy are also seen on the user side. The highest barrier-to-entry for users is the cost of the course and the commitment to a full degree plan. Students are more likely to pay and commit if other students who have had excellent experiences as well. The fee itself creates an investment on the part of the students that improves retention. Indeed, compared with initial completion rates of MOOCs on the order of 10% [6], 2U\u2019s completion rates have been &gt;80% [7, 8].<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonUsers.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6755\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonUsers.png\" alt=\"\" width=\"600\" height=\"184\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonUsers.png 796w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonUsers-300x92.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonUsers-768x235.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonUsers-600x184.png 600w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>DEEP IMPACT<\/p>\n<p>The cumulative effects on society of this platform are increasingly far reaching. In some programs, over 20% of students are first-generation college students. And the educational impact extends from the virtual classroom to the field. Some degrees require real-world placements for completion. 2U has excelled here as well, creating tens of thousands of placements, many in community-supporting roles. And their programs have been projected to produce more than 5% each of the nation\u2019s MPH and MSW graduates [9].<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonSociety.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6753\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonSociety.png\" alt=\"\" width=\"750\" height=\"271\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonSociety.png 940w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonSociety-300x109.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonSociety-768x278.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/ImpactonSociety-600x217.png 600w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>SHOW ME THE MONEY<\/p>\n<p>Because 2U \u201c[creates] value they don\u2019t own or control, they can [and have] grown much faster than traditional businesses.\u201d[10] Again, benchmarking against Coursera, which most recently raised $64MM at an $800MM valuation in June 2017 [11] bringing their total funding to $210M [12]. 2U meanwhile raised 97MM before its IPO in March 2014 [13, 14], and has its share price has grown from $13 to $85 for a market cap of $4.5B [15].<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/StockChartBorder.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6758\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/StockChartBorder.png\" alt=\"\" width=\"600\" height=\"435\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/StockChartBorder.png 1020w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/StockChartBorder-300x218.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/StockChartBorder-768x557.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/StockChartBorder-600x435.png 600w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>2U\u2019s FUTURE<\/p>\n<p>2U\u2019s approach suggests they know that their strategy \u201cshould start with the design of the core interaction that it enables between producers and consumers\u201d [16], which lies \u201cat the heart of the platform\u2019s value-creation mission\u201d [17]. By investing their own money in helping improve the content offered by the schools, they are maximizing the quality of this core interaction. In 2017, they acquired GetSmarter for $103MM, another education platform company helping schools offer premium quality short courses at a price for students (average length: 9 weeks; average tuition: $2,000), and achieving similar completion rates to those of 2U (88-90%) [18, 19]. GetSmarter has outstanding technologic capabilities, so the acquisition enabled further focus on quality at the core interaction. The acquisition also extended 2U&#8217;s reach into the the many countries and educational partners of GetSmarter, and added new capability in short courses.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/2u-getsmarter-news.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6756 size-large\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/2u-getsmarter-news-1024x361.jpg\" alt=\"\" width=\"640\" height=\"226\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/2u-getsmarter-news-1024x361.jpg 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/2u-getsmarter-news-300x106.jpg 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/2u-getsmarter-news-768x270.jpg 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/2u-getsmarter-news-600x211.jpg 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/03\/2u-getsmarter-news.jpg 1440w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>In January of this year, 2U announced a new partnership with WeWork, the co-working space company. This partnership promises to provide spaces for 2U students, offer scholarship opportunities for WeWork members and employees, and make available WeWork\u2019s Flatiron School and their technological capabilities to 2U\u2019s institutional partners [20]. This move further enhances the value proposition of 2U, creates more opportunities for same-side network effects between co-habitating students, and shows that 2U understand that \u201cin the world of platforms, competition becomes less important than cooperation and co-creation\u201d [21].<\/p>\n<p>Throughout its remarkable streak of success, 2U has impacted the education landscape by \u201creconfiguring value creation to tap new sources of supply\u201d in the sense that old institutions are supplying content in new ways [22], and \u201creconfiguring value consumption by enabling new forms of consumer behavior\u201d [23].<\/p>\n<p>So far, all signs have been positive. It will be exciting to see what they do next.<\/p>\n<p>&nbsp;<\/p>\n<p>References:<\/p>\n<p>[1] \u201cChapter 1. Today: Welcome to the Platform Revolution.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 5.<\/p>\n<p>[2] \u201cChapter 2. Network Effects: The Power of the Platform.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 29.<\/p>\n<p>[3] Mayer, Brittney. \u201cEducation for the Modern Era: Transform Your Financial Life with Online Classes from Coursera and 149 of the World&#8217;s Best Universities.\u201d\u00a0<em>CardRates.com<\/em>, 27 Feb. 2017, www.cardrates.com\/news\/learn-finance-online-from-worlds-best-universities-with-coursera\/.<\/p>\n<p>[4] 2U. \u201c2U Impact Report 2016.\u201d\u00a0<em>Institutional Impact | 2U<\/em>, 31 Mar. 2016, 2u.com\/impact\/impact-report-2016\/institutional\/.<\/p>\n<p>[5] Karoff, Paul. \u201cHBS, SEAS and FAS Partner with 2U, Inc., to Offer the 性视界 Business Analytics Program.\u201d\u00a0<em>HBS, SEAS and FAS Partner with 2U, Inc., to Offer the 性视界 Business Analytics Program | 性视界 John A. Paulson School of Engineering and Applied Sciences<\/em>, 7 Aug. 2017, www.seas.harvard.edu\/news\/2017\/08\/hbs-seas-and-fas-partner-with-2u-inc-to-offer-harvard-business-analytics-program.<\/p>\n<p>[6] Kayla Webley. \u201cMOOC Brigade: Will Massive, Open Online Courses Revolutionize Higher Education?\u201d\u00a0<em>Time<\/em>, Time, 4 Sept. 2012, nation.time.com\/2012\/09\/04\/mooc-brigade-will-massive-open-online-courses-revolutionize-higher-education\/print\/.<\/p>\n<p>[7] 2U. \u201c2U Impact Report 2016.\u201d\u00a0<em>2U<\/em>, 30 June 2016, 2u.com\/impact\/impact-report-2016\/.<\/p>\n<p>[8] 2U. \u201c2U Impact Report 2016.\u201d\u00a0<em>Institutional Impact | 2U<\/em>, 30 June 2016, 2u.com\/impact\/impact-report-2016\/individual\/.<\/p>\n<p>[9] 2U. \u201c2U Impact Report 2016.\u201d\u00a0<em>Institutional Impact | 2U<\/em>, 30 June 2016, 2u.com\/impact\/impact-report-2016\/global-community\/.<\/p>\n<p>[10] \u201cChapter 1. Today: Welcome to the Platform Revolution.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 15.<\/p>\n<p>[11] Lunden, Ingrid. \u201cOnline Learning Startup Coursera Raises $64M at an $800M\u00a0Valuation.\u201d\u00a0<em>TechCrunch<\/em>, TechCrunch, 7 June 2017, techcrunch.com\/2017\/06\/07\/online-learning-startup-coursera-raises-64m-at-an-800m-valuation\/.<\/p>\n<p>[12] Crunchbase. \u201cCoursera.\u201d\u00a0<em>Crunchbase<\/em>, 2 Mar. 2018, www.crunchbase.com\/organization\/coursera.<\/p>\n<p>[13] Empson, Rip. \u201c2tor Raises $26M D Round To Put Online Degrees In The Same Class As Their On-Campus\u00a0Rivals.\u201d\u00a0<em>TechCrunch<\/em>, TechCrunch, 2 Apr. 2012, techcrunch.com\/2012\/04\/02\/2tor-series-d\/.<\/p>\n<p>[14] Flook, Bill. \u201c2U Goes Public, Rings Opening Bell on NASDAQ.\u201d\u00a0<em>Bizjournals.com<\/em>, 28 Mar. 2014, www.bizjournals.com\/baltimore\/news\/2014\/03\/28\/2u-goes-public.html.<\/p>\n<p>[15] \u201cTWOU : Summary for 2U, Inc.\u201d\u00a0<em>Yahoo! Finance<\/em>, Yahoo!, 4 Mar. 2018, finance.yahoo.com\/quote\/TWOU\/.<\/p>\n<p>[16] \u201cChapter 3. Architecture: Principles for Designing a Successful Platform.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 38.<\/p>\n<p>[17] \u201cChapter 3. Architecture: Principles for Designing a Successful Platform.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 59.<\/p>\n<p>[18] Chow, Shirley, and Martin Hall. \u201c2U, Inc. to Acquire GetSmarter.\u201d\u00a0<em>Press | 2U<\/em>, 2 May 2017, 2u.com\/about\/press\/2u-to-acquire-getsmarter\/.<\/p>\n<p>[19] Withers, Brian. \u201cWas 2U Inc. Smart in Buying GetSmarter?\u201d\u00a0<em>The Motley Fool<\/em>, 31 Dec. 2017, www.fool.com\/investing\/2017\/12\/31\/was-2u-inc-smart-in-buying-getsmarter.aspx.<\/p>\n<p>[20] McKenzie, Lindsay. \u201cNew Partnership Aims at Lifelong Learners.\u201d\u00a0<em>New Partnership between WeWork and 2U Aims at Lifelong Learners<\/em>, 23 Jan. 2018, www.insidehighered.com\/news\/2018\/01\/23\/new-partnership-between-wework-and-2u-aims-lifelong-learners.<\/p>\n<p>[21] \u201cChapter 10. Strategy: How Platforms Change Competition.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 228.<\/p>\n<p>[22] \u201cChapter 4. Disruption: How Platforms Conquer and Transform Traditional Injuries.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 65.<\/p>\n<p>[23] \u201cChapter 4. Disruption: How Platforms Conquer and Transform Traditional Injuries.\u201d\u00a0<em>Platform Revolution: How Networked Markets Are Transforming the Economy and How to Make Them Work for You<\/em>, by Geoffrey Parker et al., W. W. Norton &amp; Company, 2017, p. 67.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>2U is an education platform that invests in and partners with universities to offer online degrees, charges students tuition, and shares revenue with its partners.<\/p>\n","protected":false},"author":10571,"featured_media":6768,"comment_status":"open","ping_status":"closed","template":"","categories":[],"class_list":["post-6759","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/growing-businesses-in-the-age-of-platforms-2018\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2U: The Education Platform That Got It Right - Digital Innovation and Transformation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/2u-the-education-platform-that-got-it-right\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2U: The Education Platform That Got It Right - 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