Helping an EdTech Startup Expand & Grow

Helping Teens in AI, an EdTech startup, expand & grow

📌 Client: Teens in AI

🎯 Goals: Scale impact, increase uptake for paid courses, expand into schools and secure corporate partnerships.

The Challenge: 

🚀 Teens in AI wanted to scale by:

• Tapping into the school market

• Securing new corporate partnerships

• Increasing conversion rates for paid courses (high uptake for free courses but low for paid ones)

While their free programs saw high engagement, uptake for paid courses remained low. Stepping in as a psychology consultant, I worked with the team to identify key barriers, uncover market opportunities, and optimise conversion strategies. Through market research, psychological insights, and strategic recommendations, we developed actionable solutions to help Teens in AI grow its reach and improve engagement.

🧠 Our Strategy & Insights

1️⃣ Expanding into the School Market

🧐 What we did:

• Conducted market research on AI education trends, competitive landscape, and successful growth strategies.

• Identified gaps where Teens in AI could position itself as a key player.

💡 Key Insight: Schools mainly adopt AI programs as extracurricular activities, presenting a market entry opportunity.

🧠 Psych Insight: Reducing friction in adoption increases uptake. Schools resist adding entirely new curriculum, so integrating AI into the existing curriculum makes adoption easier.

✅ Our Recommendation: A phased entry strategy:

1. Partner with government bodies for credibility & scalability.

2. Integrate AI programs within existing curricula to minimise effort for schools.

3. Iterate based on teacher & student feedback to improve engagement.

2️⃣ Securing Corporate Partnerships

🧐 What we did:

• Analysed potential partners based on market fit, UN SDG alignment, and feasibility.

• Found a key opportunity with Disney’s Technology of Disney Parks Workshop, which already had interactive AI-based coding courses.

💡 Key Insight: Teens in AI already had existing connections with Disney, lowering barriers to collaboration.

🧠 Psych Insight: Gamifying complex topics (like AI) through fun, hands-on experiences — like Disney’s interactive workshops — helps learners stay engaged and remember more. 

✅ Our Recommendation: Design a Disney AI experience where students:

• Explore AI applications in Disney Parks through an interactive park map.

• Create their own AI-powered characters or attractions.

3️⃣ Optimising Pricing & Conversion for Paid Courses

🧐 What we did:

Conducted a website audit & analysed user interviews to understand barriers in the user journey.

💡 Key Insights: 

• Confusing course structure: Students weren’t sure what prerequisites they needed.

• Desire for progress tracking: Users wanted visibility on their learning journey.

• Preferred engaging formats: Short, hands-on activities and real-world applications boosted motivation.

🧠 Psych Insights 

• Too many options can overwhelm people and reduce conversion : Simplifying course selection increases decision-making ease.

• People are more likely to buy if they’ve already started: Research has shown that offering free lessons first builds commitment.

✅ Our Recommendations: 

1. Make it easier to choose the right course

Add a short personalised quiz to help users quickly find the best-fit track and simplify course selection.

2. Use the Rule of 3 to highlight key benefits

(The Rule of 3 is a simple communication trick: people tend to remember things better when presented in threes.)

Focus your messaging on three strong selling points. For Teens in AI, this would include:

• Real-world applications

• Boosts university applications

• Taught by credible experts

3. Build commitment for paid courses through free trials and bundle pricing

• Let users try the first few lessons for free—this increases the chance they’ll continue.

• Offer bundle discounts to encourage them to sign up for multiple tracks.

🚀 How This Applies to Your Business 

Whether you're launching a startup, growing your customer base, or optimising conversions, these psychological strategies can help:

🧠 Make it easy to say yes

Reduce drop-off by removing effort. Integrate your offer into what people already do or expect.

📈 Boost sales using psychological pricing

Simplify options using personalised quizzes or categories. Use free trials or bundles to help customers take the first step, making it easier to upgrade.

📈 Keep people engaged, not just interested

Make your product or service more interactive or tangible using gamification. Even complex ideas (like AI!) can feel fun and memorable when made hands-on.

Click to book your free consultation to apply these insights directly to your brand.

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