Cohort course
Building transformative learning products in the AI era
The rules of product-market fit still apply. But AI has changed the game of what learners need, how they engage, and the experiences you can create.
Join a practical 6-week programme designed for product people and learning leaders who need to find and retain product-market fit in a rapidly changing environment.
The challenge
Product-market fit is something that you constantly need to think about as the learning landscape evolves around you.
And AI is reshaping the learning landscape faster than ever:
What people need to learn is changing – Some skills are becoming less needed while new competencies are emerging or becoming more important
How people are learning is evolving – AI is changing behaviours, creating opportunities and raising expectations for personalised and adaptive learning
Delivery models are shifting – What was impossible to scale is now achievable and what was defensible because it was hard to build no longer is
Yet the core question remains: Are you creating something people genuinely want and need?
These questions are better tackled with structure, support and diverse perspectives. Which is where this programme comes in…
What we’ll cover
Week 1: Product-Market Fit for learning in the AI era
We’ll start by reflecting on how your market is changing and consider the opportunities and risks for your product and the problem you are tackling.
The four dimensions: Aspirational, Effective, Viable, Scalable
The opportunities and risk AI brings to each dimension for your product
The stages of PMF and where to focus your efforts
Where AI might mean you need to revisit earlier assumptions
Week 2: Discovering aspirational learning products
We’ll explore the opportunity to address new unmet needs and how to focus on genuine Jobs To be Done vs the potential of technology. We’ll also consider how new tools can help to do product discovery better and faster.
Discovering new and emerging needs in a rapidly changing context
Identifying genuine needs vs. assumed needs in an AI world
How AI can help you to do better and faster product discovery
Testing your assumptions using new techniques to deliver Minimum Viable Tests
Week 3: Designing effective learning products
We’ll reflect on how AI can increase the impact of your product - and its potential to undermine it. We’ll also look at the classic measures of success and how AI changes how you might approach them.
Designing for engagement, satisfaction, retention and outcomes
Healthy learning habits and growth loops
When to augment with AI vs. when to keep it human
Measuring what matters, when it matters: Input/Output and North Star metrics
Week 4: Growing viable learning products
Next we’ll think about the classic channels and Go-To-Market tactics and how AI is changing how people find and hear about your product. We’ll explore how to find viable business models and the impact of AI on costs and changing perceptions of value.
Finding sustainable growth channels
How AI is changing product-channel fit
Business models, pricing and positioning for learning products
How AI changes perception of value, costs and what you can give away for free
Week 5: Delivering scalable learning products
The final dimension is to think about how AI makes what might have been previously hard to scale achievable, and what the technology might mean for how your team delivers.
Making it repeatable and scaling without losing quality and maintaining outcomes
What opportunities AI offers to turn learning ‘services’ into ‘products’
When to automate and when to keep humans in the loop
Designing teams who work with AI and supporting them to adapt to this change
Week 6: PMF x AI strategy
We’ll bring our findings together by creating an AI and product-market fit strategy and sharing it with the group for feedback.
Create a simple and compelling diagnosis of what is going on
Arrive at a clear guiding policy of where to focus and how to sell it
Define your actions in the next six weeks and six months and how to get them agreed
Your product vision for six years in the era of AI
How it works
📚 Self-paced workbook
Work through concepts, methods, and case studies at your own pace each week. Access a practical workbook with frameworks you can apply immediately.
🧑💻 Live online workshops
Join 6 interactive 90-minute workshops each week to explore concepts, share challenges, and work through problems and potential solutions together.
🤝 Peer learning
Connect with a small cohort of product people, founders, and learning leaders facing similar challenges, with a range of perspectives.
📍 Optional in person half-day
Deeper dive into specific challenges with the cohort and a chance to connect properly face-to-face in London.
💬 1:1 Coaching Session
One 60-minute session with Matt to discuss your specific product and work through your challenge with an experienced learning product leader.
🦾 AI Coach
Get 24/7 support from an AI coach trained on the course materials. Test ideas, brainstorm solutions, and get unstuck between sessions.
Who is this programme for?
This programme is designed for product teams in startups and those in established organisations trying to do something new. It’s for you if…
You’re building a new learning product
You’re a product manager in learning startup or scale up navigating the AI shift
You’re a founder exploring AI-enhanced learning
You’re an educator moving into product or wondering how to compete
You work at an established organisation responsible for transformation and innovation
Not sure if it’s right for you? Book a call to find out.
What previous participants say
Testimonials for Finding Product-Market Fit in EdTech.
“A crash course on everything you need to be great in this work. I’ve found this support to be a true lifeline at those crucial decision moments in the product lifecycle to refocus my efforts.”
— Rachel Haak, Director of Learning Experience, Sales Impact Academy
“Thanks to this fellowship I now have a super clear understanding of my target customer and the growth potential of my business unit.”
— Ian Ellard, Head of V&A Academy, Victoria and Albert Museum
“I gained invaluable insights that I was able to apply the next day. Matt’s deep expertise, combined with his extensive use of real-world examples, makes the content not just theoretical but highly actionable.”
— Joe Adams, Co Founder and CPO, Tangent
“This programme challenged me to approach problems from a fresh perspective. The frameworks and models were thought-provoking and practical. Matt was an excellent facilitator, guiding us with clarity and enthusiasm, while sharing valuable lessons from his extensive experience.”
— Amy Hollier, Director of Production, Kings College London
“An abundance of valuable resources, the programme expanded my perspective and helped me consolidate my product knowledge.”
— Linyun Qiu, Senior Product Manager, Multiverse / OneDay
“I gained invaluable insights on diving deeper into PMF across a wide range of techniques, tools, and case studies.”
— Lowell Weisbord, Senior Product Manager, Apolitical
Your guide: Matt Walton
Matt is an EdTech coach and fractional product leader working with startups, scale-ups, and universities.
He brings a wealth of experience including:
Founding Chief Product Officer at FutureLearn (scaled to 15M learners, £50M+ investment)
Fractional CPO at a challenger university, The London Interdisciplinary School
Coaching product people and founders from Said Business School, Hachette Learning, Multiverse, Oak National Academy, Pip Decks, OpenClassrooms and many more.
Learning his product craft at the BBC
Matt has been collecting case studies about finding product-market fit in learning for the last five years.
More recently he has been researching how AI is transforming learning products and interviewing founders and product leaders navigating this shift. This provides the insights behind the programme.
Programme details
🗓️ Duration: 6 weeks
⏱️ Time commitment: 4-5 hours per week
🧑💻 Format: Online + optional in-person
👥 Cohort: a small group of 10-15
What’s included:
✅ 6 × 90-minute live workshops
✅ Self-paced workbook
✅ 1 × 60-minute 1:1 coaching with Matt
✅ Optional half-day intensive in London
✅ Access to AI Coach for ongoing support
✅ Lifetime access to materials
Price
Standard Price: £TBC
Ideal if your employer is covering the cost. Group discounts available. Let me know if you need help to expense it or your training budget doesn’t cover the full price.
Self-funded, early stage & non-profit: £TBC
Discounted rate for those funding their own development. Bursaries available for those in financial hardship.
Frequently Asked Questions
How is this different from the original PMF in EdTech course?
The core frameworks remain—they’re battle-tested. But I’ve updated every section to address how AI is changing what people need to learn, how they learn, and how you can deliver it. New case studies, new methods for testing with AI, and practical guidance on when to use AI vs. when to stay human.
If I’ve done the original programme, is this worth it?
Yes. Whilst this programme will build on some of the fundamentals from Finding Product-Market Fit in EdTech, my goal is to create the space to use tried-and-tested product concepts and methods as the starting point to explore what to do now. In the same way that a large part of the value was creating the time and space to think critically with the support of peers, this is an opportunity to make time and space to properly think about a disruption that is as big as the internet.
Can several of us from one team do it together?
Definitely. In fact it’s recommended. On my original programme, a number of teams took part together and told me that one of the key benefits was developing a shared language and set of mental models and the course gave them the time and space to have the important conversations they were struggling to make time for. I can also offer a bespoke version just for your team on request.
I’m not technical. Will I be able to keep up?
Absolutely. You don’t need to be an AI expert. The focus is on product thinking and strategy, not implementation.
What if I can’t make a live workshop?
All workshops are recorded. But the real value comes from the discussion, so we encourage you to attend live when possible.
Do you offer refunds?
Yes. If you’re not satisfied after Week 1, I’ll refund your fee in full.
Have more questions?
Book a call or send me an email.