The market for additional vocational education - additional vocational education - has changed a lot over the past few years
First, he has grown exponentially.The pandemic has become a powerful driver: there was a peak in unemployment for several months, and people realized that they did not feel very safe at work. Demand for in-demand professions in the CPE segment immediately increased.
During the pandemic, America printed a lot of money,who started investing. Companies received these investments and started hiring, there was a huge demand for IT. This also stimulated the growth of the market for additional professional online education.
Secondly, the average bills have grown significantly.It used to be like: they sell you a cheap course - and you figure it out yourself. Now there are more guarantees, including guarantees of employment. Today, the average check in the FPO market is approximately 100,000–120,000 rubles.
Thirdly, the market is turning towardsproduct quality. Key players, whose product line exceeded hundreds of products, have recently begun to reduce it. They focus on fewer products - and increase their quality.
Students' demand for employment has increased
There is a trend towards practicality: demand is growing for those areas where they definitely earn money. People want to learn and get appliedresult. It does not exist in professions such as interior designer and game designer - it is easy to make money selling them, it is not difficult to sell them, but it will not be so easy for students to find a job. People begin to understand this - and more competently approach the choice of profession.
Affordable IT jobs are fake
Some in their promotional materials and landing pagesthey write that immediately after training you will earn 120,000–200,000 rubles. But at the moment, in professions such as testing, you should only count on 40,000–70,000 rubles at the start. In Java and Python development - 70,000–90,000 rubles.
If someone promises newbies more, it's a lie. The numbers above are a reality available to every student.
When you sell a car, you are sellinga mechanism that does physical work for a person. For example, a person sits down, presses the pedal, and then the forces of the machine: the mechanism works, you accelerate and drive uphill.
When you sell DPO, you are selling the dream of reaching the top of the mountain. And many companies tell you: hold on to your sneakers, your dream is over there. You just need to walk uphill in them for 600 hours - and you have a dream in your hands.
Today there is no value in sneakers.There is content for free: in channels on Telegram, in free courses on YouTube, but it doesn’t work. The main limitation of people is not in the content, but in the motivation to take a long course.
If you download 600 hours of professional content,- according to statistics, you most likely will not reach the end. There are exceptions, but there are only a few such people. When companies say: “Buy our product and you're already on top of the mountain,” there is no direct relationship between these statements.
In the world of DPO, the “machine” that pushes you uphill is— fairly strict motivational mechanics. Contracts, competition with classmates, ratings, constant reminders, examples and inspiration from successful cases.
Helping students organize timestimulate them in moments of despair and provide a coaching and supportive function. A group of like-minded people helps: people don't care when they see classmates walking the same path nearby. This added value is what you pay the best companies in the education market for. The chances of climbing a mountain with DPO are higher than without it. And not two or three times, but 20-30.
People, when choosing a product, do not always tryanswer the really important questions. “Is this school going to motivate me? How long will the teacher work with me live? Who will accompany me and how professional are these people?” Learning a new profession is a long journey of hundreds of hours. You will plow these hours - it's hard. Do all this and the rest according to the instructions - you will find a job. This is true.
Advertising is not a guarantee
Before you buy a course, you should carefullyread the offer agreement and find out what obligations the school undertakes and what you will have to do. Unfortunately, offers are often very long and formulated in complex legal language. But if you're paying three to five months' salary for a course, it's worth spending a couple of hours studying the contract. Get into the details: what exactly are you buying?
Nowadays companies on landing pages do not have any starsoffer a job guarantee. At the same time, the offer may say “We guarantee to organize an internship, including a free one.” Still, there is a difference between a job guarantee and a free internship.
It might be written:“We guarantee assistance in organizing three interviews.” Typically, students make a minimum of 110–280 responses and undergo 12–15 very targeted interviews before going to work. Therefore, there is no particular value in three interviews, which are not guaranteed to be targeted.
And, unfortunately, in the education market there are still situations where you are promised a job on a landing page, but there is not a word about it in the contract.
Some schools have offers made by humanlanguage. Where it is not clear - search the document for keywords or ask for help from lawyer friends. In general, do not take a word - look for legal evidence.
AVE has the same goals as public education
We want our graduates to be strongcompetent and in demand by the economy. Today people study at universities for four to five years. Four years is an educational program of 5,000–6,000 hours. In additional training - 350–600 hours. The average median salary for a graduate of a classical university is 42,000–45,000 rubles, and for a graduate of further professional education – 76,000–80,000 rubles.
This happens because private players are strugglingfor survival. Because of this, professional management is strengthened: the choice of a line of professions, educational programs, teachers, clarity of content, metrics, support. The management system of classical universities is often weaker.
DPO should help society - from this it will bejust win. People graduate with decent incomes - this is more beneficial for the economy and the efficiency of businesses. Moreover, in less time: in most cases, in six months, and not in four, like universities. The time after which this person will be able to actually work in a real business, gaining experience, will decrease.
Public education will definitely improve
Players who make high-quality privateeducation, for example, Skyeng or Yandex Praktikum, will have strong managers - they will be able to build quality education. It is quite possible that Moscow State University will come to our producer, for example, of marketing professions in five years and offer to exchange experience.
People in private companies are no better and noworse than in state ones. They just have to upgrade faster: we have tougher competition, which is why know-how and innovations are constantly appearing. And employees with competencies will increasingly move to government agencies - and bring expertise there.
It will be effective if the money spent on education for 4-5 years is turned into a voucher. So that a person can pick it up and spend it in a targeted way - for example, give it to a private player.
What will happen to IT staff in the near future
Today the market lacks qualifieddevelopers - this is what we teach. In five years there may be enough of them, the economy will say: great, that’s enough, we have produced enough products, and everything is fine with that. And now we need roboticists - or, for example, bioengineers.
I don't like to say that we just teachBN professions. We teach in-demand professions. If agronomists are needed tomorrow, we will train agronomists. After all, being a farmer is a huge science with mathematical models: what day to start sowing, what size drops should be sprayed, how much pesticides are needed, whether the earth has had time to recover. This is mathematics, statistics, complex models.
To earn a lot, you just need to becompetent. I would really like that in the future, DPO players could come to the federal region, which has a huge dependence on grain, and say: “Let us develop educational programs for you on how to triple the efficiency of agriculture in your region.” Make these programs and train, for example, a thousand people.
Market competition will intensify
In addition to the fact that two educational holdings are being built on the market around IT giants - Yandex and VK - HH, Tinkoff and many state universities are experimenting in the further education market.
The competition is very significant and will only grow.This is not easy for the players and will lead to consolidation. But it is also very good for the market, because it stimulates the rapid development of both products and the attractiveness of the industry at the marketing level in general.
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