Drumeo RFP - Team project company details- Jarette PDF

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Team project company details- Jarette...

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BACKGROUND Drumeo.com, which stands for Drum Education Online, was launched by Jared Falk and Rick Kettner in 2012 to give drum students live lessons, video recordings, play-along songs, practice tools, and personal support for improving their skills. It originally began as a grassroots drum community led by Vancouver-based teachers. But over the years, Drumeo has added more than 100 celebrity drum teachers including Grammy Award winners, touring clinicians, published authors, rock stars, Super Bowl performers, and many more of the most influential drummers in the world. Now, in 2020, Drumeo is the leader in online drum education with video training packs and an online membership called Drumeo Edge which offers a full 10-level video curriculum, hundreds of mini-courses with famous artists, entertaining documentaries and shows for drummers, popular song breakdowns and play-alongs, and a valuable community of students and teachers from around the world. Drumeo has invested in delivering free lessons to drummers around the world through FreeDrumLessons.com, DrumLessons.com, The Drumeo Beat (blog), a YouTube channel with 1.3M subscribers, a Facebook page with 775K likes and 1.1M followers, and an Instagram page with 580K followers. Drumeo’s vision is to create more drummers, keep drummers playing longer, and help students achieve musical freedom.

HOW IT WORKS Drumeo offers paid online drum lessons two ways: 1) An online membership site called Drumeo Edge where students gain access to: • Step-by-step 10-level video curriculum for learning the drums. • 200+ topic-based courses by famous drummers. • Entertaining documentaries and shows for drummers. • Song breakdowns and play-alongs for applying skills to real music. • Personal support through live lessons, student plans, and video reviews. Drumeo Edge has 14,000 subscribers. It costs $29 per month or $197 per year. 2) Stand-alone video courses and training packs including: • 6-Month courses for a one-time fee (between $197-297) where students get one new video each week along with personal coaching from the teacher. These courses include Rock Drumming Masterclass (Todd Sucherman), Drum Technique Made Easy (Bruce Becker), and Independence Made Easy (Jared Falk).

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Training packs like Drumming System (Mike Michalkow), Successful Drumming (Jared Falk), and a variety of Hudson Music training packs that were converted from DVDs into digital experiences.

Drumeo also sells practice pads, drum books, and various drum accessories to help drummers reach their goals.

DRUMEO VALUE PROPOSITION Learn the drums anywhere & anytime with the best teachers in the world.

COMPETITION • • • • •

MikesLessons.com Drum Channel Private drum lessons -- local & online (skype) Other digital subscriptions. Other hobbies -- everything is competing for time and energy.

TARGET MARKET There are three target markets: new drummers, beginner drummers, and aspiring professionals. But the most common student is: Demographic: • 30-50 year old, male, middle class. Geographic: • North America, UK, or Australia. Psychographic: • Aspiring learner and passionate about music. • Often revisiting the instrument they loved earlier in life or wished they’d played. With that said, due to our mission for creating new drummers and keeping them playing longer, we try our best to share stories outside of our typical customer to inspire students from all walks of life. We want to support every drummer’s journey.

THE CURRENT SITUATION AND CHALLENGES In regards to social media -- which we’ll define as YouTube, Facebook, and Instagram since those are our

main channels currently -- we’re grateful to have an audience that likes and engages with our content. It allows us to build relationships with amazing artists and reach new students every day. The challenge, however, is that our social media following is very different than our typical customer. On social media, the average follower is much younger and often more interested in the entertainment side of drumming rather than the educational side. So we manage our social media channels with our Key Performance Indicators being unrelated to eventual customers or purchases. We judge our channels on view counts, number of subscribers/followers, and comments. The goal, then, is to position social media as a relationship-builder. We want viewers to know us, like us, and trust us -- so whenever they are more interested in the educational side, they’ll turn to our products and services to support them. But at some point, we do need to highlight the benefits of our products and services and inspire drummers to not only have the desire to improve their playing, but to also educate them on how our services will help them get there (and why it’s worth their money). Unfortunately, promotional content typically doesn’t perform well on social media....