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Code Academy Case Analysis

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Case Study Analysis: CODEACADEMY’s Monetization Strategy
1. Venture capital firm Union Square’s Andy Weissman warns against pursuing monetization strategies too soon. Do you agree with this? When is the right time to pursue monetization strategies, and how do you know?
I agree with Andy Weissman, that Codeacademy shouldn’t pursue monetizing strategies too soon. The right time to pursue monetization is after 1 to 1.5 years. This is because despite having a successful user-base and market credibility with corporate, government, academic and individual users in different countries, Codeacademy has been struggling to generate stable revenues. The company needs to further develop and enhance its core products and competencies, whether in the form of annual corporate contracts, user-generated fees, advertising, IPOs etc. before launching into monetization. This timeframe, will also enable it to strengthen its branding strategy to achieve the above goals and attract multiple sources of funding.
2. Is it time for Codeacademy to pursue monetization efforts? If so, which ones should they choose and why?
No, it is not feasible for Codeacademy to pursue monetization efforts immediately. However, they should commence on this after 1 to 1.5 years. They should select a monetization effort that ensures sustainability, by pursuing an enterprise-model. This strategy should be chosen because: a. It is a good source of stable income, from established Fortune-500 corporations. b. It is an excellent leveraging opportunity, to improve branding for future advertising, IPOs etc. due to association with these reputed companies. c. It provides opportunities to enhance solutions in niche areas and collaborate in R & D with these companies.
3. What experiments should Codeacademy run next to test out monetization strategies? Or is time to focus on and scale up one

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