Folder

Manage your digital education,

all on one platform.
 Florida Incorporated S Corporation

Company
Overview Two Person Team

Seeking Strategic Partnerships

Brief History of
Folder Began brainstorming with
optimizing file
compression/respositories
August 2019
Founded in August of 2019
Shifted towards
freelance/gig-economy 
Began work on Folder October 2019
in December 2019
Ultimately pivoted
towards e-learning as
MVP Launched an entry point
February 2020 December 2019
 4%
Problem
The average
completion rate of
online courses
 Being e-learners with 10 years
of combined experience, our

Why is the team sought to figure out why

online course completion rates
completion are so abysmal.

rate so low? For time and money constrained

students, failing to start and
finish a course has major
resource implications.
Market Research and Results
From preliminary interviews,
we broke down our research
into three problem
statements for respondents
to answer:
1. User lost interest in the skill

2. User did not have time to

complete the course

3. Course material didn't meet

user's needs
Market Research and Results
We condensed our results down into two fundamental problems
identified by e-learners:

1. Too much information - The internet has a lot of information. For

consumers wanting to learn a new skill, determining "what" to learn and
"how" to learn the skill are major unanswered questions. Newbies have no
context or domain experience for what they are trying to learn.

2. Commitments - For students, poor time management and lack of

personal accountability are the largest barriers between starting and
finishing online classes.
Market Research Conclusions
Guidance Counselors/Deans - Help students
Fundamentally, e-learning choose what courses to take/career plan.
lacks the support systems
that make conventional Professors and Classmates - Support
classrooms conducive to systems for asking questions, getting help,
 learning. and mastering content.

Tl;dr: accountability Syllabi and Graded Assignments - Hold

students accountable for learning and
applying material.
 We are Folder, a B2C learner
management system (LMS) designed
Solution for e-learners and online education
offerings.

On Folder, users integrate their

e-learning initiatives, like courses,
projects, and resources, into our suite

PITCH DECK V 1.0

of tools and community resources that
complement and reinforce the online
learning process.
Education Management
Suite: Product
We have modeled Folder off of conventional
B2B learner management system offerings
like Canvas, Moodle, and Blackboard.

From our user interviews, we've condensed

initial product development of the suite into 4
key tools users can take advantage of.
 4 Key Tools
Pathways - Pathways are pre-built sequences of
courses and education materials to give course
The goal of these tools is
selection recommendations to learners.
to replicate the
fundamentals of a
Scheduling and Alerts - Using learners' calendars
conventional classroom
that promote and active courses/pathways, we create a general
responsibility learning plan with alerts for lecture and study time.

Task Board - Kanban board letting users organize

to-do items, notes, and other materials (priority).

Goal Setting - Prompt users to enter weekly goals,

to manage expectations and reflect on progress.
MVP Pre-Alpha
 Education Management Suite:
Our Iterative Approach

When asked "what is your product?" It is only with launch

there is really no definitive answer. and iteration that we
can take this urgent,
Our vision is for our suite, and the tools well-defined problem
within it, to be dynamic. and create a product
that works for
By leveraging accessible student everyone.
networks and then shortened
feedback cycles, our #1 priority is
iterating on our tools to achieve
product/market fit.
 Growth of E-Learning
E-learning market is expected to pass $320 billion by 2023, year over year
growth rate of 13%+. Growing demand in domestic markets and emerging
markets (i.e. East and Southeast Asia).

Timing Shift From Supplement to Replacement

With the growth of micro-degrees and online skill bootcamps, e-learning is
shifting from supplementing core learning to replacing it altogether. For
newcomers to find this learning sustainable, the e-learning industry must
have the necessary support structures and guidance to faciliate this shift.

Strengthening Verticals with Freelance Work

The explosion of remote work and freelancing creates a massive
opportunity for e-learning to become a primary pathway for entering gig
economies, also pressures conventional employers to compete with this
trend using employee education initiatives.
 500

400

Traction 300

200
Folder is currently in the early
stages of closed-beta testing and
100
is aiming for a late-March 2020
launch.
0
December January February

Surveys and interviews

conducted (combined)
Initial Target Market:
Why? Post-secondary
Our networks are very strong among students
secondary and post-secondary channels Male and Female (18-23)
-Admissions consultants, tutors, strong seeking skill development for
network of college students internships, research positions,
-Familiarity with secondary students from and jobs
operation experience with secondary MOOC
application Secondary
students
Secondary and post-secondary students are a
growing demographic in e-learning Male and Female (13-17)
-33.1% of college students take an online seeking skill development for
course post-secondary admissions
-Growing e-learning application for
competitive application cycles and career
advantages
 Market Size
$190 Billion Total Addressable
1.9 Billion
TOTAL SIZE OF E-LEARNING MARKET IN 2018 Market (TAM)

~5.97 Million  Serviceable Addressable

1.9 Billion
COLLEGE-AGE STUDENTS TAKING AN ONLINE COURSE Market (SAM)
IN 2017

~17,960 Serviceable Obtainable
Market (SOM)
1.9 Billion
STUDENTS TAKING ONLINE COURSES AT IVY LEAGUE
SCHOOLS
 Native E-learning Tools:
E-learning platforms have attempted to
encourage classroom accountability for
Competitors learners using different tools.

and -Assignments with feedback from lecturers

-FAQs for students to ask and get questions

Alternatives
answered.
-Reminders to log back on/finish lesson/finish
course.

Native E-learning Tools

Calendar/Scheduling Applications:
-Google Calendar
-Mobile Device/Desktop Calendars

Calendar Applications
-Notion.so, etc.

"Do it Yourself" Approach

"Do It Yourself" Approach:
Most often, users try to navigate the
learning process, start to finish, on their
own, without tools or oversight.
Competitive
Advantages
A Decade of Learning
Our team has over a decade of experience navigating multiple online
course mediums, including MOOCs (Coursera, Udemy, edX), B2B
offline course management platforms (Blackboard, Canvas), and
others (Florida Virtual School).

Operation Experience Within E-Learning

Joe founded and scaled Lightning Learning Inc., a high school MOOC
platform with over 14k users. Through Lightning Learning, Joe has
developed invaluable operating skills and critical insights into the
e-learning industry.

Alignment with Initial Target Segment

Sam and Joe have real-world experience navigating multiple
application processes, the "politics" and incentive structures of each,
and ultimately identifying with our initial target segment.
 APPROACH 1: POST-SECONDARY APPLICATION CYCLES

Create college student channels to convey the importance of

technical skill development in acquiring internships/jobs and
Go-To research positions i.e. differentiating among peers, competition.

Marketing APPROACH 2: SECONDARY APPLICATION CYCLE

Approaches
Use college consultant and advisor networks as channels to convey
the importance of online courses in the post-secondary application
process i.e. creating a spike, resume development.

APPROACH 3: DIRECTLY TO E-LEARNING COMMUNITIES

Leveraging the network effects of tight-nit online learning

communities (CC, r/A2c, etc.) to communicate value
proposition.
 With course pricing ranging from ~$10 to ~$70,
estimated MRR is $2000 to $27000 based off

Revenue Model our benchmark goal of 1000 monthly course

conversions.

Our go-to-market revenue

model leverages MOOC
affiliate programs.
We believe this model gives us the cash flow to
experiment with marketing channels (CAC) and
Affiliate models pay out 20-
flesh out a long term revenue model.
40% of the course price for
converting users to sign-up.
We are interested in evaluating
models including SaaS subscription, B2B for
college consultants/academic institutions/
employers, and B2B intergrating into MOOC
applications.
 Product Launch

Future Roadmap Q1 2020 - (MARCH 2020)

We are seeking a strategic partnership to: Product Iteration and

-Add two core technical team members Initial Scaling to KPI Goal
-Explore and develop marketing channels Q2 2020

This would allow us to shorten the user Exploring marketing

feedback cycle, iterate more effectively, channels and growth
and achieve product-market fit sooner.
Q3 2020

At our benchmark KPI target (1000

Evaluating B2B, B2C, and
high growth revenue models
completed courses a month), our runway
is approximately ~24 months.
Q4 2020
 Samuel Crombie (Co-Founder)
Dartmouth '23 CS/Economics, Magnuson
Founders Grant, Tuck Startup Incubator

Team Memer 2
The Team
Joseph Semrai (Co-Founder)
MCHS '22, Google Code-in Grand
Winner, Founder of MOOC Start-Up
Contact Us
We look forward to hearing from you!

Samuel Crombie
(772) 341-0855
samuel.a.crombie.23@dartmouth.edu

Joseph Semrai
(917) 485-4589
mail@josephsemrai.com