# Case: reposition Klasna Club > Klasna Club is filed as "an AI chatbot you pay for" and members leave for free ones. Read the exit answers and the attendance sample, move the Club to a shelf it can win, change the offer to match, design a cheap and honest test, and write the plan's position row. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: Why should they choose us? - Lesson 16/32, ~34 min - Source: https://productovi.com/courses/marketing-strategy/reposition-the-club-case ## Filed as a chatbot **Alex Tutor:** Still at Klasna's marketing team, one more position to fix before the plan: Klasna Club, the monthly subscription for adults with live speaking clubs and an AI practice partner. It launched in July. **Uliana:** Adults keep joining, but 110 of the 590 who joined since July have already cancelled, and they tell us the same thing: "a free chatbot does this". Our Club page headline is "Your AI English partner, 24/7". The live clubs are mentioned at the bottom. **Leo:** Then maybe we stop pushing it, or just close it before it costs us more. We can't beat free. **Alex Tutor:** On the chatbot shelf, no, you can't. The question is whether that's the right shelf. Start with the exit question: 48 of the people who left since the launch answered it. > **Klasna Club: what the team has** > > **Exit question since the July launch (48 answers from 110 cancellations):** "a free AI chatbot does the same" 21; "the club times don't fit my evenings" 11; "I stopped learning English" 9; other 7. > > **Sample of 40 members who joined in July, the first month:** 16 went to two or more live clubs in their first month, and 13 of them were still members three months later. 24 went to fewer, and 8 of them were still members. > > **Today's page:** headline "Your AI English partner, 24/7"; picture: a phone with the chat; live clubs described in the last section. **Alex Tutor:** Look at the page part of that summary first. Which shelf does it put the Club on? > **Exercise:** The Club page has the headline "Your AI English partner, 24/7", a picture of a phone with a chat, and the live clubs in the last section. What follows for the Club? > **Exercise:** What share of the exit answers said "a free AI chatbot does the same"? In %, to two decimals. ## What members value **Sofia:** Of the 16 who went to two or more live clubs in month one, 13 stayed three months: 81.25%. Of the other 24, only 8: 33.33%. **Alex Tutor:** Check the first of those two shares yourself. > **Exercise:** In the sample of 40 July joiners, 16 went to two or more live clubs in their first month, and 13 of them were still members three months later. What share of these 16 stayed? In %, to two decimals. **Uliana:** So the live clubs keep people. Done: we push everyone into clubs. **Alex Tutor:** Careful. Motivated people both go to clubs and stay; the clubs may not be what keeps them. With 40 people and no comparison group, this is a strong hint, not proof. **Alex Tutor:** Still, two signals point the same way: people who leave say the AI alone isn't worth paying for, and the people who stay are the ones speaking with other people. > **Exercise:** What can the team honestly conclude from the attendance sample (81.25% vs 33.33% still members after three months)? **Alex Tutor:** Now Leo's question from the start: close it or not? > **Exercise:** Leo says: "We can't beat free. Let's close the Club before it costs us more." Given the evidence, what is the best answer? ## Two levers **Alex Tutor:** You reposition in two ways: change how the offer is understood, or change the offer. Usually both. The perception lever: put the Club on the shelf "live speaking practice in small groups", with the AI partner as the place to practise between sessions. **Sofia:** On that shelf we're compared with conversation tutors and language meetups, not free chatbots. **Alex Tutor:** And the offer lever answers the other complaint: club times that fit adults' evenings, and a first live club booked in the first week, so new members feel the part that's worth paying for. **Uliana:** And the AI partner stays, described honestly: practice between sessions, not a replacement for people. > **Exercise:** Which moves reposition the Club onto the "live speaking practice" shelf? Select all that apply. ## Testing it cheaply **Leo:** How do we know the new position works before we rebuild everything? **Alex Tutor:** Test it on people who already agreed to hear from you: adult learners on Klasna's email or messenger list. Half get the current invite, half the live-first one. Measure one thing: who joins and books a first live club within 14 days. **Sofia:** And we decide the threshold before we look. **Alex Tutor:** Yes, and say how many people you need for a difference you'd trust; the statistics course covers how. No fake scarcity, no new price claims, and the AI described as what it is. > **Exercise:** Which belong in a cheap, honest test of the new Club position? Select all that apply. **Alex Tutor:** And which single number should decide the test? > **Exercise:** Which one metric best fits the test of the live-first Club invite? **Uliana:** Before the memo, give me the new position in one line, so I can try it on the team. **Sofia:** For whom, which shelf, the difference, the proof? **Alex Tutor:** The same four parts as Klasna's statement, for adults this time. Keep the AI partner in it, in its honest place. **Leo:** If it fits on one line, I'll read it. > **Exercise:** Klasna Club is a monthly subscription for adults with live speaking clubs and an AI practice partner. Write the new positioning statement for Klasna Club in one or two sentences: for whom, which shelf, the difference that counts, and the proof. **Uliana:** Now the memo for Leo, with the position row for our plan. He has to decide whether to close the Club or fix it. **Sofia:** Diagnosis, new position, what changes in the offer, the test, and the row? **Alex Tutor:** Yes. The row covers both positions: Klasna's for EU parents from earlier in this module, and the Club's. **Leo:** And tell me what would make you close it after all. > **Exercise:** Write Leo a memo: close Klasna Club or reposition it, with the plan's position row. > **Key ideas** > > - A product filed on the wrong shelf is compared with the wrong alternatives: the Club as a chatbot loses to free chatbots. > - Read the evidence together: exit answers say why people leave; the attendance sample hints at what keeps them, but a correlation in 40 people is not proof. > - Reposition with two levers: change how the offer is understood (headline, picture, frame) and change the offer itself (evening times, a first live club in week one). > - Keep the AI in an honest supporting role; never claim what you can't prove. > - Test cheaply on people who consented: two versions, one metric, a threshold and period set in advance, and a stop rule. **Alex Tutor:** That's the position row on the plan. Next module: how people actually find Klasna and buy, and what each channel really costs. - Previous lesson: [The positioning statement and messages](https://productovi.com/courses/marketing-strategy/positioning-statement-and-messages.md) - Next lesson: [The path to a purchase](https://productovi.com/courses/marketing-strategy/the-path-to-a-purchase.md) --- Productovi Learning. Free, no sign-up needed to read.