Case 8: Abstract

Case Context:  Abstract (technology partner) and Choralia (training methodology) have developed a conversational AI coaching platform simulating realistic customer dialogues and delivering structured feedback on sales soft skills. Today it is applied to onboarding and upskilling of salesforces and integrates with corporate LMS systems. Technologies involved: LLMs for multi-turn dialogue, speech/video avatars, analytics, SSO/LMS integration. The target market is European, multi-sector (automotive, retail, consumer goods). The challenge is to scale internationally with a replicable go-to-market and pricing model.

Case description:  Students are asked to analyze customer segments (mid-market vs enterprise; onboarding vs continuous coaching), buyer personas (Sales Enablement, HR/L&D, BU leaders) and the value chain (LMS partners, system integrators, training companies). They should propose a sustainable pricing model (per user/month, per training event, site license; add-ons for analytics and content), estimate CAC/LTV with documented assumptions, and define 2–3 acquisition channels (partnerships, direct sales, LMS marketplaces). Deliverables should include a European expansion plan (2 priority countries, rationale), a sample SaaS contract outline, an impact model (time-to-competence, classroom cost savings, engagement KPIs), and a risk assessment (privacy, evaluation bias, vendor lock-in).