
4 minute read
FAILURE TO LAUNCH
Why E-Learning Projects Face Extinction After Client Sign-off
by Mark Gash
Have you ever worked tirelessly on an e-learning product, only for the client to bin it 12 months later and declare it a failure? From a development standpoint, you’re confident that it was engaging and interactive and went above and beyond in fulfilling the brief, but for some reason, it didn’t make your client any money. Not only is this demoralising for you, it could also jeopardise any future working relationship with the client. But what went wrong?
For the answer to that, we’re going to take a helicopter ride to the island of Isla Nublar, a remote island 120 miles west of Costa Rica… Imagine you’ve just cloned a Tyrannosaurus Rex and built a theme park around it, complete with electrified fences and jeeps for visitors. You’ve spared no expense in creating the ultimate dinosaur experience, but there’s a crucial oversight - you forgot to promote the park! Much like the ill-fated Jurassic Park, where the dinosaurs are awe-inspiring but the attendance is lacking, launching an e-learning project requires more than just impressive content; it needs a strategic marketing plan to attract and engage the audience.
Clients often fall into the trap of assuming that the completion of their e-learning project guarantees its commercial success. They mistakenly believe in the myth of “if you build it, they will come,” neglecting the essential step of promoting their product to the right audience. However, in the fiercely competitive landscape of selling online training, visibility and engagement are paramount for survival.
Many clients fail to recognise that launching a product is akin to unleashing a dinosaur into a vast, untamed ecosystem and hoping that some paying visitors will just stumble upon it. Without a well-executed marketing strategy to guide its path, its project risks languishing in obscurity amidst the digital jungle.
In Jurassic Park, Jeff Goldblum’s Dr Ian Malcolm said, “Life finds a way.” referring to the fact that a bunch of female dinosaurs would eventually evolve to be able to reproduce. And it’s true that over a period of time, an awesome e-learning product could gather traction purely via word of mouth and grow a business organically - but your client wants to make their millions now, not in 10 years. So in order for life to find a way in regards to the e-learning you built them, they’re going to have to give it a little push.
As clients come to us developers looking for solutions, should we not educate our customers about this critical stage in the product lifecycle?
We need to set expectations and show them that launching an e-learning project is like running a theme park – you need more than just attractions; you need a marketing strategy that gets people through the gate.
And this strategy is completely separate from the build and development - the success of the launch should rarely fall on the shoulders of developers, unless you’ve also been contracted in a marketing capacity.

Here’s a quick rundown of ways you can help clients avoid their product, and ultimately your reputation, from becoming extinct:
Cultivate a Strategic Vision From the project’s inception, emphasise the importance of marketing and promotion. Help clients understand that a strategic approach to launching their e-learning product is essential for its survival and growth.
Blueprint for SuccessCollaborate with clients to develop a comprehensive launch plan that outlines objectives, target demographics, messaging, and promotional channels. This blueprint should serve as a roadmap for navigating the treacherous waters of the digital landscape.
Foster Compelling Content Encourage clients to invest in content marketing initiatives such as blog posts, social media updates, webinars, and infographics. By consistently delivering valuable content that resonates with their audience, clients can build a loyal following and drive engagement.
Forge Strategic Alliances Identify potential influencers and industry partners who can help amplify the reach and credibility of the e-learning project. Collaborations, endorsements, and strategic alliances can significantly enhance visibility and generate buzz.
Adapt and Thrive Stress the importance of agility and adaptability in responding to changing market dynamics. Encourage clients to monitor performance metrics, gather user feedback, and iterate on both the product and marketing strategy to stay relevant and competitive.
By enlightening clients about the critical role of marketing and pointing them in the right direction of the tools and knowledge they will need to execute a strategic launch plan, you can help ensure that their projects not only survive, but thrive, in the viscious tooth-and-claw world of e-learning!