Diving Head-First Into Market Research

Unveiling the World of Market Research in Online Music Education

In my recent LinkedIn post, I shared the heartbeat of my core business concept. Now, let’s embark on the odyssey of market research—a pivotal chapter in sculpting the future of online music education.

Primary Research

Embarking on effective primary research amid holiday festivities was no easy feat. Surveys and interviews within my tight deadline were impractical. I conducted a comprehensive competitor analysis, scrutinizing 38 online course providers and 108 individual music courses. Insights revealed a median course cost of $163 CAD, focusing predominantly on music production (75%), followed by music theory (15%), and the rest divided across topics like music history/culture and composition.

Noteworthy lessons emerged. A transparent creator guiding students stood out, emphasizing the power of authenticity. I aim to emulate this, fostering a community among learners. Another provider’s impactful approach underscored the value of being seen as an authority for meaningful connections.

While many programs excelled with focused pacing, I recognized a potential niche. Cross-genre exploration, often overlooked, became an opportunity to offer diverse yet structured curricula. By exploring alternative approaches, such as subscription-free options, I can further guide my commitment to balancing flexibility with affordable, lifelong value.

Secondary Research

By leveraging my academic training, conducting secondary research proved helpful. I used tools like Zotero to organize reports on related markets. Despite the niche specificity limiting findings’ applicability, report summaries on Digital Education Content, E-Learning, Online Education, and Online Music Education Coaching provided valuable context. Trends pointed towards consistent growth in online learning, accelerated by the pandemic’s push for technology adoption and a demand for flexibility.

Further Research

While initial research validated opportunities, I recognize the need for continued validation. Plans include learning keyword search analysis for course catalog definition based on genre demand. Competitor and informational interviews will shape content development and customer retention strategies. By surveying early-stage producers, I will guide the balance between genre education and production skills. Focus groups with educators will ensure an authentic curriculum development process.

These insights, from customers, competitors, and best practices, will fortify my confidence in developing the platform and inaugural courses. The overarching goal remains to validate and meaningfully address producer pain points in a commercially viable manner. In my upcoming post, I’ll guide you through the development of my target market.

This is my call to all online educators: I want to hear from you! What challenges did you face when launching your courses? Did you start with course content, or was it an offering incorporated later in your business journey? Your input is invaluable in shaping my materials and business model. I appreciate any advice or feedback you can provide. #OnlineEducation #MarketResearch #MusicBusiness #EdTech #Entrepreneurship #MusicIndustry