Coursera 2012 to 2016

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GO-TO-MARKET

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Data Source

Type	Source	Link
Coursera company history	Wikipedia	https://en.wikipedia.org/wiki/Coursera
Coursera pricing announcements	Coursera Blog Search	https://blog.coursera.org/search/coursera/?search=subscription
SaaS metrics benchmarks (CAC, LTV, churn)	ForEntrepreneurs	https://www.forentrepreneurs.com/saas-metrics/
Annual Revenue data	Yahoo Finance	https://finance.yahoo.com/quote/COUR/financials
MOOCs usage trends	Class Central MOOC Report	https://www.classcentral.com/report/moocs-2025/

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1. The scope & impact

Story

1. How Coursera used freemium to acquire users.
2. How it transitioned to paid subscriptions.
3. How metrics (CAC, LTV, churn) guided GTM decisions.

What I am doing

1. How did revenue grow as Coursera introduced paid plans?
2. Did subscription models increase LTV:CAC?
3. When did the shift to enterprise/B2B happen?

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Step 2: Collect & structure data

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Pull data from real public sources:

1.Timeline & milestones → Wikipedia, Coursera blog 2. Revenue & subscriptions → Yahoo Finance, Statista 3. SaaS metrics benchmarks → ForEntrepreneurs, SaaStr 4. MOOCs usage trends → Class Central

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Structure datasets in CSV files:

1. coursera_timeline.csv → milestones
2. coursera_revenue.csv → annual revenue
3. saas_benchmarks.csv → CAC, LTV, churn
4. mooc_trends.csv → global MOOC usage