In terms of the ‘why didn’t the move aggressively to online’ line of conversation I don’t think the inertia of the customer base (I.e. the parents paying for lessons). Paying for lessons online was probably suffering from two pretty big hurdles:
1. Fear of an inferior product - I’ve been a tutor. Parents 100% believe that ‘in person’ is far superior in terms of learning outcomes than online or digital enabled
2. Fear of unknown / uncertainty avoidance - the trust part is huge. Since when has kids talking to adults in front of a screen been an easy sell? Not saying it won’t become normal but the default would have always been an ‘in person’ option
3. Relational - services are slow to transition online. Why else would there still be thousands of bank branches?
In terms of the ‘why didn’t the move aggressively to online’...
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