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Feb 21, 2016 · 34m · mad

The Role of Data in Pluralsight's Technology Learning Platform // Aaron Skonnard, Pluralsight

Aaron Skonnard · 25m spoken Matt Turck · 4m spoken
0:00 / 0:00
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At DataDrivenNYC, Pluralsight co-founder and CEO Aaron Skonnard discusses the company's journey from a bootstrapped classroom training business to an enterprise online learning platform, highlighting how adaptive skill assessments, modular learning paths, and data-driven management power the platform's success.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Matt holds 14.6% of the talking time here. How this is scored →

Matt as informed peer 3.6 Guest teaching 3.3 Guest disagreement 0.3 Matt pushing back 0.0
05100:0010:0020:0030:000:09–2:51 · Matt as informed peer 5/10 Pluralsight's Origins and Founding Journey Matt opens by citing detailed company metrics including learner count, client volume, funding raised, and investor names. Aaron confirms these numbers and explains the early founding story of traveling globally to teach tech courses before founding Pluralsight.2:51–7:42 · Matt as informed peer 2/10 The Strategic Pivot from Classroom to Online Platform Matt frames the transition using startup terminology like 'pivot' and asks about team retention. Aaron provides a detailed account of sunsetting their classroom training business while it still generated half their revenue.7:42–12:50 · Matt as informed peer 5/10 Building a Tech Unicorn in Utah's Ecosystem Matt highlights the Utah tech ecosystem, comparing companies like Qualtrics to Silicon Valley startups, offering the concise contrast 'scale it, then nail it' versus Utah's 'nail it, then scale it'. Aaron agrees and details their pricing tier and catalog size.12:50–16:52 · Matt as informed peer 3/10 Data-Driven Assessments and the Smarterer Acquisition Matt brings up the Smarterer acquisition and accurately compares adaptive testing to modern GMAT scoring. Aaron details how their algorithm crowdsources questions and narrows skill variance in roughly ten questions.16:52–21:39 · Matt as informed peer 5/10 Adaptive Learning Paths and 'Swiss Cheese' Knowledge Gaps Matt draws parallels between Pluralsight's data strategy and Knewton, noting how data is altering centuries of standardized education. Aaron notes that Knewton tackles a broader, harder domain while Pluralsight focuses specifically on tech skills.21:39–27:00 · Matt as informed peer 3/10 Structuring Pluralsight's Hub-and-Spoke Data Organization Matt asks about executive signal-sending when empowering internal data teams. Aaron outlines Pluralsight's hub-and-spoke organizational structure and monthly prioritization meetings.27:00–34:37 · Matt as informed peer 2/10 Audience Q&A: Author Payouts, Subscription Pricing, and Mentorship An audience member challenges Pluralsight's monthly subscription model compared to Coursera's per-course pricing. Aaron explains the strategic choice to position the service as a learning membership rather than transactional course purchasing.0:09–2:51 · Guest teaching 2/10 Pluralsight's Origins and Founding Journey Matt opens by citing detailed company metrics including learner count, client volume, funding raised, and investor names. Aaron confirms these numbers and explains the early founding story of traveling globally to teach tech courses before founding Pluralsight.2:51–7:42 · Guest teaching 3/10 The Strategic Pivot from Classroom to Online Platform Matt frames the transition using startup terminology like 'pivot' and asks about team retention. Aaron provides a detailed account of sunsetting their classroom training business while it still generated half their revenue.7:42–12:50 · Guest teaching 3/10 Building a Tech Unicorn in Utah's Ecosystem Matt highlights the Utah tech ecosystem, comparing companies like Qualtrics to Silicon Valley startups, offering the concise contrast 'scale it, then nail it' versus Utah's 'nail it, then scale it'. Aaron agrees and details their pricing tier and catalog size.12:50–16:52 · Guest teaching 4/10 Data-Driven Assessments and the Smarterer Acquisition Matt brings up the Smarterer acquisition and accurately compares adaptive testing to modern GMAT scoring. Aaron details how their algorithm crowdsources questions and narrows skill variance in roughly ten questions.16:52–21:39 · Guest teaching 4/10 Adaptive Learning Paths and 'Swiss Cheese' Knowledge Gaps Matt draws parallels between Pluralsight's data strategy and Knewton, noting how data is altering centuries of standardized education. Aaron notes that Knewton tackles a broader, harder domain while Pluralsight focuses specifically on tech skills.21:39–27:00 · Guest teaching 3/10 Structuring Pluralsight's Hub-and-Spoke Data Organization Matt asks about executive signal-sending when empowering internal data teams. Aaron outlines Pluralsight's hub-and-spoke organizational structure and monthly prioritization meetings.27:00–34:37 · Guest teaching 4/10 Audience Q&A: Author Payouts, Subscription Pricing, and Mentorship An audience member challenges Pluralsight's monthly subscription model compared to Coursera's per-course pricing. Aaron explains the strategic choice to position the service as a learning membership rather than transactional course purchasing.0:09–2:51 · Guest disagreement 0/10 Pluralsight's Origins and Founding Journey Matt opens by citing detailed company metrics including learner count, client volume, funding raised, and investor names. Aaron confirms these numbers and explains the early founding story of traveling globally to teach tech courses before founding Pluralsight.2:51–7:42 · Guest disagreement 0/10 The Strategic Pivot from Classroom to Online Platform Matt frames the transition using startup terminology like 'pivot' and asks about team retention. Aaron provides a detailed account of sunsetting their classroom training business while it still generated half their revenue.7:42–12:50 · Guest disagreement 0/10 Building a Tech Unicorn in Utah's Ecosystem Matt highlights the Utah tech ecosystem, comparing companies like Qualtrics to Silicon Valley startups, offering the concise contrast 'scale it, then nail it' versus Utah's 'nail it, then scale it'. Aaron agrees and details their pricing tier and catalog size.12:50–16:52 · Guest disagreement 0/10 Data-Driven Assessments and the Smarterer Acquisition Matt brings up the Smarterer acquisition and accurately compares adaptive testing to modern GMAT scoring. Aaron details how their algorithm crowdsources questions and narrows skill variance in roughly ten questions.16:52–21:39 · Guest disagreement 1/10 Adaptive Learning Paths and 'Swiss Cheese' Knowledge Gaps Matt draws parallels between Pluralsight's data strategy and Knewton, noting how data is altering centuries of standardized education. Aaron notes that Knewton tackles a broader, harder domain while Pluralsight focuses specifically on tech skills.21:39–27:00 · Guest disagreement 0/10 Structuring Pluralsight's Hub-and-Spoke Data Organization Matt asks about executive signal-sending when empowering internal data teams. Aaron outlines Pluralsight's hub-and-spoke organizational structure and monthly prioritization meetings.27:00–34:37 · Guest disagreement 1/10 Audience Q&A: Author Payouts, Subscription Pricing, and Mentorship An audience member challenges Pluralsight's monthly subscription model compared to Coursera's per-course pricing. Aaron explains the strategic choice to position the service as a learning membership rather than transactional course purchasing.0:09–2:51 · Matt pushing back 0/10 Pluralsight's Origins and Founding Journey Matt opens by citing detailed company metrics including learner count, client volume, funding raised, and investor names. Aaron confirms these numbers and explains the early founding story of traveling globally to teach tech courses before founding Pluralsight.2:51–7:42 · Matt pushing back 0/10 The Strategic Pivot from Classroom to Online Platform Matt frames the transition using startup terminology like 'pivot' and asks about team retention. Aaron provides a detailed account of sunsetting their classroom training business while it still generated half their revenue.7:42–12:50 · Matt pushing back 0/10 Building a Tech Unicorn in Utah's Ecosystem Matt highlights the Utah tech ecosystem, comparing companies like Qualtrics to Silicon Valley startups, offering the concise contrast 'scale it, then nail it' versus Utah's 'nail it, then scale it'. Aaron agrees and details their pricing tier and catalog size.12:50–16:52 · Matt pushing back 0/10 Data-Driven Assessments and the Smarterer Acquisition Matt brings up the Smarterer acquisition and accurately compares adaptive testing to modern GMAT scoring. Aaron details how their algorithm crowdsources questions and narrows skill variance in roughly ten questions.16:52–21:39 · Matt pushing back 0/10 Adaptive Learning Paths and 'Swiss Cheese' Knowledge Gaps Matt draws parallels between Pluralsight's data strategy and Knewton, noting how data is altering centuries of standardized education. Aaron notes that Knewton tackles a broader, harder domain while Pluralsight focuses specifically on tech skills.21:39–27:00 · Matt pushing back 0/10 Structuring Pluralsight's Hub-and-Spoke Data Organization Matt asks about executive signal-sending when empowering internal data teams. Aaron outlines Pluralsight's hub-and-spoke organizational structure and monthly prioritization meetings.27:00–34:37 · Matt pushing back 0/10 Audience Q&A: Author Payouts, Subscription Pricing, and Mentorship An audience member challenges Pluralsight's monthly subscription model compared to Coursera's per-course pricing. Aaron explains the strategic choice to position the service as a learning membership rather than transactional course purchasing.

speaking balance: gold is Matt, purple is the guest (3 minute bins)

0:00 · Matt 50% · guest 50%0:00 · Matt 50% · guest 50%3:00 · Matt 9.1% · guest 90.9%3:00 · Matt 9.1% · guest 90.9%6:00 · Matt 18.1% · guest 81.9%6:00 · Matt 18.1% · guest 81.9%9:00 · Matt 18.8% · guest 81.2%9:00 · Matt 18.8% · guest 81.2%12:00 · Matt 14.8% · guest 85.2%12:00 · Matt 14.8% · guest 85.2%15:00 · Matt 9.8% · guest 90.2%15:00 · Matt 9.8% · guest 90.2%18:00 · Matt 12.1% · guest 87.9%18:00 · Matt 12.1% · guest 87.9%21:00 · Matt 20% · guest 80%21:00 · Matt 20% · guest 80%24:00 · Matt 5.1% · guest 94.9%24:00 · Matt 5.1% · guest 94.9%27:00 · Matt 8.4% · guest 91.6%27:00 · Matt 8.4% · guest 91.6%30:00 · Matt 0.9% · guest 99.1%30:00 · Matt 0.9% · guest 99.1%33:00 · Matt 5.2% · guest 94.8%33:00 · Matt 5.2% · guest 94.8%
Sharpest disagreement ▶ 28:12 Audience Challenges Subscription Pricing Model

An audience member directly challenges Pluralsight's monthly subscription fee structure, comparing it unfavorably to Coursera's per-course or free offering.

 Hardest push from Matt ▶ 9:13 Matt Inverts Silicon Valley Playbook

Matt reframes Aaron's point about Utah startup discipline by contrasting Silicon Valley's 'scale it, then nail it' strategy against Utah's approach.

 Biggest teaching moment ▶ 15:25 Aaron Breaks Down Adaptive Testing Mechanics

Aaron thoroughly educates the audience on how adaptive testing crowdsources questions from industry practitioners and pinpoints skill levels within ten questions.

 Matt holds his own ▶ 20:50 Matt Connects Data Learning to Broader EdTech Trends

Matt demonstrates deep industry knowledge by citing past guest Knewton and framing how data replaces centuries of standardized textbook learning.
the scores for every segment, with the reasoning behind each
ChapterTopicMatt as informed peerGuest teachingGuest disagreementMatt pushing backWhy
Pluralsight's Origins and Founding Journey 5200 Matt opens by citing detailed company metrics including learner count, client volume, funding raised, and investor names. Aaron confirms these numbers and explains the early founding story of traveling globally to teach tech courses before founding Pluralsight.
The Strategic Pivot from Classroom to Online Platform 2300 Matt frames the transition using startup terminology like 'pivot' and asks about team retention. Aaron provides a detailed account of sunsetting their classroom training business while it still generated half their revenue.
Building a Tech Unicorn in Utah's Ecosystem 5300 Matt highlights the Utah tech ecosystem, comparing companies like Qualtrics to Silicon Valley startups, offering the concise contrast 'scale it, then nail it' versus Utah's 'nail it, then scale it'. Aaron agrees and details their pricing tier and catalog size.
Data-Driven Assessments and the Smarterer Acquisition 3400 Matt brings up the Smarterer acquisition and accurately compares adaptive testing to modern GMAT scoring. Aaron details how their algorithm crowdsources questions and narrows skill variance in roughly ten questions.
Adaptive Learning Paths and 'Swiss Cheese' Knowledge Gaps 5410 Matt draws parallels between Pluralsight's data strategy and Knewton, noting how data is altering centuries of standardized education. Aaron notes that Knewton tackles a broader, harder domain while Pluralsight focuses specifically on tech skills.
Structuring Pluralsight's Hub-and-Spoke Data Organization 3300 Matt asks about executive signal-sending when empowering internal data teams. Aaron outlines Pluralsight's hub-and-spoke organizational structure and monthly prioritization meetings.
Audience Q&A: Author Payouts, Subscription Pricing, and Mentorship 2410 An audience member challenges Pluralsight's monthly subscription model compared to Coursera's per-course pricing. Aaron explains the strategic choice to position the service as a learning membership rather than transactional course purchasing.

Statements from this episode (10)

Disclosure
Pluralsight waited nine years before raising its first outside funding
“Nine years in.”
Aaron Skonnard Feb 21, 2016 ▶ 1:14
Assertion Not checkable as stated
Pluralsight's top author earned over $2M in royalties in 2015
“Our top earning authors today, and last year our top author made over two million dollars in royalties in a single year.”
Aaron Skonnard Feb 21, 2016 ▶ 7:33
Insight
Skonnard: Utah startups nail product-market fit before raising capital to scale
“I think that's probably the common trend amongst most Utah companies. They've kind of nailed the business model and the product market fit before they've thrown a lot of money on it to really try to scale it.”
Aaron Skonnard Feb 21, 2016 ▶ 9:02
Disclosure
Skonnard: Pluralsight will never publish duplicate courses on the same topic
“So we'll, we'll never publish two of the same thing, right?”
Aaron Skonnard Feb 21, 2016 ▶ 11:46
Prediction Not checkable as stated
Skonnard: Tech-specific skill credentials will replace branded higher education degrees
“Technology-oriented assessments, or understanding, assessments that measure the understanding of real, you know, complex technologies, is, is going to drive the way, ah, modern organizations think about, Acquiring talent, managing talent, and you know, plannin…”
Aaron Skonnard Feb 21, 2016 ▶ 13:54
Assertion Partly supported
Skonnard: Pluralsight can score technical proficiency in ten questions and two minutes
“Usually we can do that if we have enough, ah, if we have enough, ah, data, we can, in a particular topic area, we can do it in about 10 questions. So in literally about two minutes, we can give someone what feels something like a GMAT score for a particular te…”
Aaron Skonnard Feb 21, 2016 ▶ 16:09
Prediction Didn’t hold up
Skonnard: Adaptive learning bet can grow Pluralsight to $10B-$20B
“That's our big bet for the future that will, Take Pluralsight from being a billion dollar company to a 10, twenty billion dollar company, is if that actually works.”
Aaron Skonnard Feb 21, 2016 ▶ 19:35
Insight
Skonnard: Focus on technology domain makes adaptive learning easier to solve
“They're trying to solve, I think, a much harder problem because they're trying to do it for all of learning. And we're taking a very specific approach in a, in the technology domain, which I think is a little easier to solve this, some of these problems around…”
Aaron Skonnard Feb 21, 2016 ▶ 21:17
Assertion Not checkable as stated
Pluralsight authors with 5+ courses earn ~$3,500 median per course quarterly
“If you've published more than five courses with us on the platform, the median is about 3500 dollars per course per quarter. And then the average would be slightly lower than that, probably about 2700.”
Aaron Skonnard Feb 21, 2016 ▶ 27:35
Prediction Didn’t hold up
Skonnard expects Pluralsight's enterprise pricing to hold while individual pricing drops
“And so over time, I would see the enterprise price point staying where it's at, and the individual price point coming way down.”
Aaron Skonnard Feb 21, 2016 ▶ 30:49
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