Coding Kids
Coding Kids (EDLP Pty Ltd) is an Australian online coding education company delivering live tutoring, self-paced courses, e-books, and franchise licensing for children aged 7–16, plus teacher professional development.
- Company typePrivate
- Founded2016
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Coding Kids does
Coding Kids (trading name of EDLP Pty Ltd, A.C.N. 616 765 336) is an Australian private education company founded in 2016 by Emily de la Pena and Andrew de la Pena and headquartered in Brisbane, Queensland. The company delivers online coding education to children aged 7 to 16 through live tutoring, self-paced courses, and digital e-books, with curriculum coverage spanning block-based programming (Scratch), general-purpose languages (Python), and hardware-oriented learning using Tinkercad. Tutoring is delivered over Zoom by a Blue Card-vetted tutor workforce operating under Australian child-safety requirements.
The business runs a multi-product revenue model. Private tutoring is sold in 1-on-1 format at $95 per session with bundles priced $329 to $599 and in 1-on-2 format at $97 per session with bundles priced $389 to $799. Digital e-books are priced $13 to $39, a Game Design Micro Degree is priced at $149 for lifetime access, and a franchise and licensing program is offered at price points from $1,990 to $8,990, allowing third parties to operate under the Coding Kids brand and methodology. Teacher professional development is sold as a separate revenue stream targeting educators.
Coding Kids is bootstrapped with no disclosed external funding and serves three customer segments: parents paying for children's live tutoring and self-paced courses, prospective franchisees purchasing the licensing product, and educators purchasing professional development. Operations are online-first and based in Australia, with the franchise program representing the primary scale vector beyond organic tutor hiring.
Coding Kids firmographics
Firmographics- Name
- Coding Kids
- Legal name
- EDLP Pty Ltd A.C.N. 616 765 336 trading as Coding Kids
- Website
- https://codingkids.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Coding Kids (EDLP Pty Ltd) is an Australian online coding education company delivering live tutoring, self-paced courses, e-books, and franchise licensing for children aged 7–16, plus teacher professional development.
- Ownership category
- akta.pro rank
Coding Kids industry classification
Industry- Product category
- Children's Coding Education
- NAICS
- Educational Services (611), Computer Training (611420), Professional and Management Development Training (611430)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Coding & Programming Learning Platforms (EDAFANAA)
- akta.pro secondary industries
- Introductory Coding (Block-Based & Beginner) (EDAMACAA), Text-Based Programming (Python, Java, C/C++) (EDAMACAB), Web Development (HTML/CSS/JavaScript, Front-End/Back-End) (EDAMACAC), Children’s STEM & Coding Trade (Math, Robotics, Maker) (EDAGAIAF)
Keywords
Where Coding Kids is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Coding Kids business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Private tutoring sessions: Online private tutoring sessions sold in bundles (1, 4, or 8 one-hour sessions) for individual students or pairs (siblings). Sessions are delivered live by tutors via online video. Payment is required 1 day before the course begins, with installment options available using direct debit.
- E-book sales: Sale of digital e-books covering coding topics including Scratch, Python, game design, coding & robotics for teachers, and Digital Technologies curriculum implementation. E-books are sold individually through the online store.
- Online course subscriptions (Game Design Micro Degree): Self-paced online course (Game Design Micro Degree) offered through Thinkific platform, providing lifetime access to video tutorials, e-book guides, worksheets, and challenges for $149 (reduced from $499 RRP).
- Franchise/ licensing fees: Business Kit package sold for franchise operations, with pricing tiers: $1,990 upfront, $2,990 via 3x monthly installments, or $1,390 (special offer). Curriculum package valued at $12,990, available for $6,990 upfront or $8,990 via installments.
- Professional development for teachers: Teacher professional development workshops and resources, including e-books for teachers on integrating Digital Technologies into classrooms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 1-on-1 private tutoring session |
| Unit Pricing | Pay-as-you-go | 4-session bundle for 1 student |
| Unit Pricing | Pay-as-you-go | 8-session bundle for 1 student |
| Unit Pricing | Pay-as-you-go | 1-on-2 private tutoring session |
| Unit Pricing | Pay-as-you-go | 4-session bundle for 2 students |
| Unit Pricing | Pay-as-you-go | 8-session bundle for 2 students |
| One time/ perpetual license | Pay-as-you-go | Game Design Micro Degree online course |
| One time/ perpetual license | Pay-as-you-go | Coding & Game Design E-Book |
| One time/ perpetual license | Pay-as-you-go | Learn to Code with Python E-Book |
| One time/ perpetual license | Pay-as-you-go | Coding & Robotics at Your School E-Book |
| One time/ perpetual license | Pay-as-you-go | Implement Digital Technologies E-Book |
| One time/ perpetual license | Multi-year contract | Franchise Business Kit |
| One time/ perpetual license | Multi-year contract | Franchise Curriculum/Course Package |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Coding Kids product offering
Product offeringCore offering
Coding Kids delivers online private tutoring, self-paced courses, and educational resources that teach children aged 7-16 how to code using visual programming (Scratch), text-based languages (Python, HTML, CSS, JavaScript), 3D modelling, and cyber security. The company also sells digital e-books for students and teachers, and licenses a turnkey franchise business kit to aspiring entrepreneurs who want to operate their own Coding Kids clubs.
Product overview
Coding Kids is an online education platform offering live private tutoring and self-paced courses for children aged 7-16. The core offerings include Coding Blocks (Scratch-based visual programming for ages 7-11), Web Development (HTML/CSS/JS for ages 10+), Python programming, Game Design, and Cyber Security courses. The company also provides a Game Design Micro Degree delivered via Thinkific, private tutoring sessions, and an e-book store with educational resources for parents and teachers. A franchise program enables entrepreneurs to start their own Coding Kids businesses using the company's curriculum and business kit.
Differentiator
Problem solved
Functional benefit
Products and services
- Private Tutoring Live online private tutoring sessions for school students aged 7-16, covering coding, maths, English, science, and engineering. Sessions are available one-on-one or for two students (siblings), delivered by Blue Card-verified tutors via video conference.
- Game Design Micro Degree A self-paced online course for 10-15 year olds teaching game design and Python programming. Offers lifetime access, downloadable files, and a Certificate of Completion, delivered via the Thinkific platform.
- Coding Blocks A drag-and-drop visual programming course teaching coding fundamentals for 7-11 year olds, covering algorithms, computational thinking, creative thinking, and graphic design through building games, animations, and interactive stories using Scratch.
- Coding Kids e-Books Store Digital e-books for teaching coding and Digital Technologies, including Learn to Code with Scratch ($19-$29), Learn to Code with Python ($29-$79), Coding & Game Design ($19), Implement Digital Technologies ($13-$49), and Coding & Robotics at Your School for Teachers ($39-$59).
- Start Your Own Coding Kids Business A white-label franchise opportunity providing lesson plans, staff training, shift management tools, and marketing plans for entrepreneurs wanting to run kids coding businesses. Includes Business Kit, Introductory Coding Course, and Code with Python curriculum packages, offered as Owner-Operator or Manager models.
Quantifiable outcome
- Children build tangible portfolio projects including games, animations, interactive stories, and digital art that they can share with friends and family from day one.
- +2 more outcomes
Companies that use Coding Kids
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Coding Kids technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Coding Kids partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Coding Kids competitors and assessment
Company assessmentRegional players
- Code Avengers: Originally from New Zealand with Australia presence, Code Avengers delivers coding education courses for students and teachers. It is highly comparable to Coding Kids as an Australasian-focused coding education provider serving the same Digital Technologies curriculum mandate with self-paced course formats.
Direct peers
- CodaKid: CodaKid offers online coding courses and camps for kids and teens using block-based and text-based languages including Python and JavaScript. It mirrors Coding Kids' online self-paced format with project-driven learning outcomes.
- Kodable: Kodable teaches kids coding through structured curriculum for elementary-aged students, primarily used in K-5 schools. It shares Coding Kids' early-age visual programming focus (Scratch-adjacent) and teacher/school buyer.
- CodeHS: CodeHS is a coding education platform with web-delivered courses, teacher toolkits and school licensing targeted at computer science instruction. It mirrors Coding Kids' combined B2C and B2B (school/teacher) go-to-market and Digital Technologies-style curriculum alignment.
- Create & Learn: Create & Learn delivers live online coding classes for kids aged 5-15 covering Scratch, Python, web development and AI. It is a closely comparable live-tutoring competitor with similar age-graded curriculum and pricing structure.
- Tynker: Tynker is a leading kids coding platform offering block-based and text-based programming courses for school-age children via self-paced and live formats. It overlaps directly with Coding Kids' Scratch-to-Python age-graded pathway and B2C + B2B (school/teacher) distribution model.
- Code Monkey: CodeMonkey is a self-paced gamified coding platform for kids and schools with a strong curriculum-aligned offering. It overlaps with Coding Kids' introductory and text-based coding pathways and its teacher/school channel focus.
- Code.org: Code.org is the largest free coding education platform for K-12 students globally, offering courses aligned with school curricula including introductory block-based programming. It competes for the same parent and school audience as Coding Kids, with substantially greater scale and content depth.
Emerging players
- Codeyoung: Codeyoung provides online 1-on-1 coding classes for school-age children. It is comparable to Coding Kids' private tutoring format and age-targeted live instruction.
Broad incumbents
- Khan Academy (Computing): Khan Academy offers free coding and computing instruction as part of a broader K-12 educational platform. It competes for self-paced learners and teachers seeking curriculum-aligned content, with the advantage of a wider subject catalogue that Coding Kids' tutoring-plus-content offering cannot match on breadth.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Coding Kids social profiles
Digital presenceCoding Kids financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coding Kids leadership team
Management profileNumber of profiles
Profiles1 record
Coding Kids funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coding Kids M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Coding Kids
What does Coding Kids do?
Coding Kids delivers online private tutoring, self-paced courses, and educational resources that teach children aged 7-16 how to code using visual programming (Scratch), text-based languages (Python, HTML, CSS, JavaScript), 3D modelling, and cyber security. The company also sells digital e-books for students and teachers, and licenses a turnkey franchise business kit to aspiring entrepreneurs who want to operate their own Coding Kids clubs.
Is Coding Kids a public or private company?
Coding Kids is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Coding Kids founded?
Coding Kids was founded in 2016. It employs 11 to 50 people.
Where is Coding Kids based?
Coding Kids is headquartered in Brisbane, Australia, in the Oceania region.
How does Coding Kids make money?
Five revenue lines are on record. Private tutoring sessions are the primary driver. The others are E-book sales, online course subscriptions (Game Design Micro Degree), franchise/ licensing fees and professional development for teachers.
Who are Coding Kids's main competitors?
Code Avengers is listed as a regional player. Direct peers are CodaKid, Kodable, CodeHS, Create & Learn, Tynker, Code Monkey and Code.org. Codeyoung is listed as an emerging player. Khan Academy (Computing) is listed as a broad incumbent.
Does Coding Kids have an API?
No public API is recorded for Coding Kids.
What industry is Coding Kids in?
Coding Kids's product category is Children's Coding Education. Its primary akta.pro industry code is EDAFANAA, Coding & Programming Learning Platforms, with a secondary code of EDAMACAA, Introductory Coding (Block-Based & Beginner). Its NAICS code is 611 and its SIC code is 8200.