# Case: four ways to grow in 2027 > More per family, a new subject for current families, adults abroad or a new market: compare the four growth directions, price the downside of each, and write the offer-and-growth row of Klasna's plan. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: What do we offer next, and where do we grow? - Lesson 28/32, ~36 min - Source: https://productovi.com/courses/marketing-strategy/four-ways-to-grow-case ## Four ideas for 2027 **Alex Tutor:** You're back at Klasna for the module's case. The offer row is nearly done; what's missing is where Klasna grows in 2027. **Leo:** I've heard four ideas this month and I want one. More from the families we have, a new subject, adults abroad, or a brand-new market. Which one? **Uliana:** I've put the team's estimates in one table. They are assumptions, not facts: the low case is a bad but plausible year. > **Four growth options for 2027** > > | Option | What it is | Cost in 2027, UAH | Contribution in 2027, UAH: low / likely | > |---|---|---|---| > | A. More per family | Families already with Klasna whose child takes the exam in 2027 or 2028 start in October instead of January; own channels only | 120,000 | 150,000 / 300,000 | > | B. New subject for current families | Ukrainian language for the national exam, for families already taking maths or English | 450,000 | 100,000 / 600,000 | > | C. Adults abroad | Today's adult English offer for Ukrainian adults living in the EU, through new channels | 360,000 | 60,000 / 480,000 | > | D. A new market | Polish for Ukrainian adults moving to Poland: new subject, new customers | 700,000 | 0 / 500,000 | > > Contribution is after tutors, video and payment fees, before the cost in the third column. Cost covers marketing, hiring and training tutors and materials. **Alex Tutor:** First, name what kind of move each one is. The further an idea moves from the offer and the customers you know, the more can go wrong. > **Exercise:** Match each option to its growth direction. **Leo:** D is the one that sounds like a real company. A whole new country, a whole new subject. **Alex Tutor:** Then it has to pass the same test as the others. D needs new tutors, new channels and customers who have never heard of Klasna, all at once. Every one of those can fail on its own. ## Price the downside **Sofia:** Option B has the biggest likely number. Isn't that the answer? **Alex Tutor:** Not before you look at both ends. Likely net is likely contribution minus cost. Worst-case net is the low contribution minus cost: what you could lose in 2027. > **Exercise:** What is the **likely net** contribution of option A in 2027 (likely contribution minus cost)? In UAH. > **Exercise:** What is the **worst-case net** of option C in 2027 (low contribution minus cost)? In UAH, negative for a loss. **Alex Tutor:** Now line all four up by what each could lose. > **Exercise:** Order the four options by **worst-case net** in 2027 (low contribution minus cost), from the smallest possible loss to the largest. **Sofia:** A is the only one that can't lose money. Is the safest option always the right one? **Alex Tutor:** Not always. With cash to spare and strong early signals for B, a bigger bet could be right. Pricing the downside makes the choice honest. It doesn't make the choice for you. **Alex Tutor:** Check the trap in that question before moving on. > **Exercise:** Option A is the only one that can't lose money in a bad year, so the safest option is always the right choice. ## Stage, roles and what must be true **Uliana:** A looks timid to Leo. He'll say we're just squeezing the same families. **Alex Tutor:** Read it through this module's lenses. Exam families who started by December 2025 paid 53,960 on average; those who started in January 2026 or later paid 36,472. Starting earlier is more value for the family too, not only more money. **Alex Tutor:** But A grows the exam segment, the most seasonal and contested one. B also feeds exam families. C and D build something year-round. Each idea also has to be true somewhere: name it before you spend. **Uliana:** And the Club? It's three months old and adults keep joining. **Alex Tutor:** Then it needs no growth bet of its own in 2027. First fix why new members leave (module 4), keep it as the add-on for adults at today's price, and read its stage again once it has a year of history. > **Exercise:** For option B (Ukrainian language for current exam families) to work, what must be true? Select all that apply. **Alex Tutor:** Back to the Club for a moment: where does it sit in the 2027 plan? > **Exercise:** Klasna Club is three months old: adults keep joining, but almost one in five joiners has left. What does the 2027 plan do with it? **Sofia:** So I could choose A for 2027 and still learn about C cheaply? **Alex Tutor:** Yes: one main bet, and a capped test for the next one. A test has a budget, a date and a stop rule written before it starts. **Alex Tutor:** Here's what a well-built test looks like for B. > **Exercise:** Klasna picks A as its 2027 main bet and wants to learn about B on the side. Which test is set up well? > **Exercise:** Write a cheap test for option C, adults abroad (2–3 sentences): the budget cap, what you measure, and the stop or scale rule. ## The memo and the plan row **Leo:** One page, please. Which direction, why, what it could cost us, and the line for the plan. **Alex Tutor:** Lead with the choice. Show likely and worst case side by side, say what must be true, and keep the Club and the range in view. > **Exercise:** Write Leo a memo: Klasna's growth direction for 2027, and the offer-and-growth row of the one-page plan. > **Key ideas** > > - Name the growth direction: more to current customers, a new offer to them, the current offer to new customers, or something new in a new market. Risk rises the further you move. > - Compare options on likely and worst-case net, side by side. The biggest likely number can hide the biggest possible loss. > - Write down what must be true for each idea, and check it early with a leading signal or a capped test with a stop rule. > - Judge a new offer on total contribution across the range, and read the life-cycle stage before you push or cut. > - One main bet a year is enough for a small team; test the next one cheaply. **Alex Tutor:** That's the offer-and-growth row. The last module asks the hardest question of all: did any of this marketing actually work? - Previous lesson: [Roles in a range](https://productovi.com/courses/marketing-strategy/roles-in-a-range.md) - Next lesson: [From activity to profit](https://productovi.com/courses/marketing-strategy/from-activity-to-profit.md) --- Productovi Learning. Free, no sign-up needed to read.