Kelas.com

Kelas.com is an Indonesian online learning platform that sells self-paced video classes taught by well-known practitioners, from a world-ranked barista and a celebrity chef to stand-up comedians, novelists, photographers and boxers. It is a learner product: each class is bought on its own, studied on demand, and comes with a discussion forum and a certificate. The About page says Kelas.com is run by PT. Mega Harapan Mulia, "sebuah perusahaan start-up yang bergerak di bidang teknologi edukasi (edu-tech) sejak 2018" (a start-up company working in education technology since 2018). The site is in Indonesian.

The idea: learn from the practitioner

The About page sets Kelas.com apart from other edtech start-ups by saying learners study not just from someone good at a subject but "dari para ahli yaitu mentor-mentor terbaik di Indonesia" (from experts, namely Indonesia's top mentors). Its examples are learning self makeup from Ryan Ogilvy, described as a New York Fashion Week makeup artist, beauty portrait photography from Riomotret, and cooking techniques from Chef Juna. The page promises materials that are "lengkap, eksklusif dan berjangka panjang" (complete, exclusive and long-lasting) for every level from beginner to professional, delivered in high definition video, and study "kapan saja dan dimana saja" (any time, anywhere).

The class catalog

The mentor list on the About page shows the range and the size of each class in chapters:

• Food and drink: Chef Juna's Teknik Memasak (cooking techniques, 30 chapters), Sisca Soewitomo's Sajian Nusantara (Indonesian dishes, 14 chapters), Mikael Jasin's Menjadi Professional Barista (22 chapters), and Rex Marindo and Stefanie Kurniadi on building a culinary business (21 chapters).
• Creative work: Raditya Dika on creative thinking (18 chapters), Awwe on stand-up comedy (18 chapters), Ernest Prakasa on screenwriting (18 chapters), Tere Liye on fiction and nonfiction writing and on writing basics (15 chapters each), Ananta Vinnie on digital music production (18 chapters), Darwis Triadi on lighting and composition in photography (18 chapters), Riomotret on beauty portrait photography (18 chapters), and Ryan Ogilvy on self makeup (24 chapters).
• Business and career: Merry Riana on business communication strategy (42 chapters) and on public speaking and branding (48 chapters), Pandji Pragiwaksono on personal branding (18 chapters) and public speaking (24 chapters), Jehian Sijabat on social media marketing (19 chapters), Bernadus Wijaya on managing money for stock investing (20 chapters), Didiet Maulana on starting a fashion brand (11 chapters), and Monica Oudang, listed as Chief HR of Gojek, on career strategy (14 chapters).
• Sport: Chris John on boxing (17 chapters) and Linda Darrow on mixed martial arts (15 chapters).
• Job skills: classes on becoming a content creator, housekeeping for five-star hotel rooms, air-conditioning repair for aspiring technicians, SEO for aspiring advertising specialists, and working as a professional tour leader.

What a class looks like

The barista class is a good example. Its page lists "22 Video pembelajaran" (22 learning videos) and introduces Mikael Jasin as the Indonesian barista who placed 4th at the World Barista Championship in Boston in 2019 and 7th in Milan in 2021. The curriculum runs from working as a barista and the Indonesian coffee industry, through bean characteristics and storage, basic roasting and its phases, barista tools and their care, coffee cupping to SCA standards, grind size, manual brewing, espresso extraction and latte art, to signature drinks, customer satisfaction, coffee business opportunities and career development through competitions.

The stand-up comedy class introduces Awwe (Andi Wijaya) as a comedian since 2011 and president of the Indonesian stand-up community from 2015, and runs to 18 learning videos. The creative thinking class with Raditya Dika covers how he develops ideas for comedy, YouTube content and web series, also in 18 chapters. Class pages show a learner rating: 4.86 out of 5 for the barista class, 4.93 for stand-up comedy and 4.81 for creative thinking.

The help center adds that classes come with a WorkBook that learners can download, a discussion forum inside each class, and a certificate. The footer links a certificate verification page, and the FAQ covers downloading the certificate and correcting a wrong name on it. The FAQ list also answers how long the learning videos run and whether videos can be downloaded.

Prices and access

Every class page shows the same offer: "Rp. 490.000/kelas" struck through and "Rp. 250.000/kelas" as the price, with "1 tahun akses ke seluruh modul" (one year of access to all modules). The home page repeats it: "Belajar dari mentor terbaik, hanya Rp 250,000/kelas" (learn from top mentors, only Rp 250,000 per class). A banner offers a "Harga spesial Rp 200.000 untuk pembelian kelas kedua" (special price of Rp 200,000 for a second class) with a voucher code. Classes can also be sent as a gift through a "Kirim Hadiah" (send a gift) button, and the FAQ explains how a recipient opens a gifted class.

Before paying, learners can try any class free. The class pages say "Akses GRATIS menonton 2 modul pelajaran untuk setiap kelas! Tanpa pembayaran apapun. Berlaku sepanjang masa!" (free access to watch 2 lesson modules of every class, with no payment, valid forever). The free trial FAQ describes the same program as watching chapter 1 of each class and joining the discussion forum with no time limit. The two pages count the free part differently, so a learner should expect at least the first chapter. Chapters marked with a padlock are outside the trial, and the "Beli Kelas" (buy class) button opens all chapters. Registration is free with an email address or Facebook, though a notice says Facebook login is temporarily unavailable and directs those users to customer service.

Prakerja and other products

A large part of the help center deals with Indonesia's Kartu Prakerja program. Its FAQ topics cover buying Kelas.com Prakerja training through Tokopedia, Pintaria and Karier.mu, redeeming voucher codes, finishing evaluation tests, joining webinars, consultation session schedules, certificates appearing in the Prakerja dashboard and receiving the program incentive. Non-participants can also buy Prakerja classes as regular learners.

The navigation lists further products: Bootcamp, Kelas.work, Webinar, Kelas for Business, an Affiliate program and a Tes Minat Bakat (aptitude and interest test). A "Request Mentor" link lets visitors suggest a teacher.

Support

The footer gives customer service hours of Monday to Friday, 09.00 to 18.00, with a phone number and an email address, and the help center groups its answers into regular and Prakerja questions covering payment methods, how to pay, login, verification emails, videos that will not play and classes missing from the dashboard.

Who it suits

Kelas.com suits an Indonesian-speaking learner who wants to study a craft or a career skill from a named practitioner, at their own pace, for a fixed price of Rp 250,000 per class with a year of access, and who wants a certificate and a workbook alongside the videos. The free chapters let a learner judge a mentor's teaching before buying. It suits Kartu Prakerja participants, since the help center is built around that program. It suits less well someone who wants live instruction, a single subscription across many classes, or teaching in a language other than Indonesian.