Development Strategy of the Company "Skillbox Holding Limited" in the Domestic Market of the Russian Federation

Without exaggeration, the 21st century can be called a period of global change, digitalization, improvement of almost all spheres of human life and society. One of the key foundations for the formation and development of civil society, economic growth, innovation and social stability is education. Thus, online education has become the most developing and popular form of education in recent years. Due to their accessibility, flexibility and efficiency, more and more people are becoming customers of the EdTech market. Due to the current trends in the development and growing popularity of online education, it has become relevant to study this segment of education. Using the example of one of the key "players" in this market, Skillbox Holding Limited, the current situation of the company was studied and specific methods were proposed to increase popularity among the selected target audience: "Young people aged (18-36 years old, interested in acquiring or developing their skills) + students (graduates)." Specific proposals included collaborations with higher education institutions, authorities, the Work in Russia platform (creation of joint products); entry into the higher education market; emphasis on trending tools to attract a new audience: Shorts and Clips; creation of TV series consisting of 20-25 commercials; partnerships with enterprises from "Special Economic Zones" and holding offline events with well-known speakers.