“Somos francotiradores de la formación con una función social”

EL CEO DE APRENDUM INTERVINO ESTE JUEVES EN MARCA ESPAÑA, DE RADIO EXTERIOR EN RNE.

ASEGURA QUE EL ESPAÑOL HA DE QUITARSE COMPLEJOS A LA HORA DE ADENTRARSE EN MERCADOS EXTRANJEROS.

NOS CUENTA EL LANZAMIENTO JUNTO A INFOCIF DE UNA NUEVA PLATAFORMA DE CURSOS ONLINE PARA EMPRENDEDORES Y EMPRESAS.

Juan Salcedo, CEO de Aprendum, intervino este jueves en el programa Marca España de Radio Exterior. El magacín, conducido por Adoración Fernández, Lola Plaza y Ana Rosa Alonso, destacó la expansión internacional del marketplace de formación online líder en España, así como su amplio catálogo de cursos y la reciente apertura de una nueva plataforma de formación para emprendedores y empresas. 

Aprendum, se convirtió en protagonista de este espacio de Radio Nacional en el que se pone en relieve la labor de los emprendedores españoles y los pasos de sus compañías en el extranjero. “Líder en su sector”, como lo definieron las conductoras del programa, Aprendum ha llegado ya a siete países siempre con la misma máxima: “Ofrecer formación de calidad al mejor precio”. “Para ello -contaba Juan Salcedo- nuestra oferta ha sido previamente seleccionada por un departamento de calidad”. 

Y en ello existe una importante función social. La pretensión de Aprendum es plantear una “oferta con una demanda real. Decidimos bajar los precios y nos encontramos con gente que se quiere formar. Consideramos que los precios en formación eran excesivos y, además, no era ni de calidad ni había contenidos suficientes”.  El resultado, se detectó que, con precios competitivos “había gente que quería formarse. Parados que necesitan avanzar, trabajadores que quieren reciclarse o gente que quiere seguir aprendiendo cosas nuevas”. Ahora con Aprendum pueden. 

Y además, lo harán de un modo completamente personal, pues en Aprendum consideran que “la formación online es más personalizable”. Para ello aplican “inteligencia de producto para ofrecer a cada persona el curso que realmente le interesa. Nuestro catálogo se ordena según la propia demanda. Puedes ver en la portada un curso de feng shui, junto a uno de criminología y, por supuesto, continúan los clásicos de nuevas tecnologías, administración, etc”.  

Nos dedicamos a ser francotiradores de la formación

Y es que “en esto también hay moda propiciada por la propia actualidad”.  Pero, con “más de 1500 cursos en catálogo” cualquier tendencia está cubierta, por lo que “ahora nos dedicamos a ser francotiradores de la formación. Cada día recibimos ofertas de proveedores de siete países distintos y lo que realizamos es una selección, no queremos tener ocho cursos de Word, sino el mejor de ellos”. 

Volcados con el cliente

Centrados en una atención al cliente que se ha convertido en su eje vertebral, en Aprendum cuentan además “con chat y canales de atención al cliente abiertos, para orientar continuamente a los clientes. Nuestra máxima es que internet todo está a tiro de clic, tú y tu competencia. Lo importante es la inmediatez y por ello el cliente es el centro de toda nuestra empresa. La gente necesita una voz personal que le haga el producto confiable, queremos que las barreras de entrada de esa relación fría que es Internet se eliminen y las hacemos cálidas mediante el trato personal”. 

Un equipo internacional

Y, hablando de personas, en “Marca España” descubrimos también quién hay tras Aprendum: “Un equipo con menos personas de las que podría llegarse a pensar y de varias nacionalidades distintas” 
Como distinto es también su cliente y es que, hay tantos perfiles de usuarios como tipos de cursos y, al ser variado el producto, el cliente también es heterogéneo. No obstante, para concretar un poco, Juan señaló que el núcleo de Aprendum está “entre los 25 y 45 años. Sorprendentemente el grupo de 45 empieza a subir y el de 18 también está en auge aunque se nota que no buscan tanto porque aún están en formación. El resto, son personas que quieren reciclarse o prosperar en su trabajo”.  

De entre ellos y una vez han completado su formación con Aprendum, surgen “historias de los trabajos que han conseguido, gente que trabaja de monitor de ocio y tiempo libre o que ha montado una guardería. Esas historias nos ayudan mucho a seguir”, confesaba Juan Salcedo. 

Expansión internacional
Esas historias de éxito y el modelo de negocio escalable hacían presagiar que Aprendum sería imparable: “Arrancamos en España en 2011 como nuestro laboratorio de pruebas, la extensión natural fue por idioma a Latinoamérica y, a finales de 2014, llegamos a Brasil, que es una historia nueva. Brasil tiene distinta casuística y es que en cada país hay que adaptarse a su medio. Además tenemos presente la apertura de Francia y Reino Unido porque sabemos que existe una demanda latente.  Queremos operar desde España pero con lanzaderas lingüísticas. Es decir, todo viene de nuestro núcleo aquí con lo cual, la estabilidad del negocio hace que con pocas personas, puedas adentrarte en un nuevo país. 

El español tiene que quitarse complejos

Y para esa expansión, como reconocía el CEO de Aprendum en España tenemos que sacudirnos los complejos. “Pensamos que nosotros no podemos emprender en Estados Unidos o UK. Reino Unido es un mercado agresivo y muy grande. Son más exquisitos en nivel de calidad en internet pero creemos que podemos darlo”.

En el caso de Aprendum,  el proceso ha venido facilitado porque “las inquietudes son muy similares en casi todos los países del mundo, hay peculiaridades por localización pero el conocimiento es transversal”. 

Y con eso en mente, en Aprendum miran ya a nuevos mercados emergentes en Europa. Ahora, de hecho, están en un momento dulce pues “en la formación, ocurre como con las dietas, es propósito típico del nuevo año”. 

NOVEDAD EN APRENDUM: Apertura de una nueva plataforma de cursos online para emprendedores y empresas. 

Una de las novedades más recientes de Aprendum y que también se trató en la entrevista realizada en Marca España, fue la reciente asociación con Infocif que, como partner, se ha convertido en uno de los motores de cursos de Aprendum. Concretamente, se trata de una plataforma dedicada a emprendedores y empresas donde se pueden encontrar gran variedad de cursos, no sólo de temáticas especializadas, sino que la oferta es vertical.

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