What Management By The Numbers does

Management By The Numbers (MBTN) is a privately held, bootstrapped online learning company founded in 2010 by Paul Farris and Stu James, headquartered in Charlottesville, Virginia, with an additional office in Hradec Kralove, Czech Republic. MBTN operates a self-paced web-based platform delivering tutorials and multi-question problem sets across marketing, finance, entrepreneurship, strategy, HR, accounting, operations, statistics, and sustainability. The catalog comprises 60+ modules and 250+ problem sets, with content authored primarily by faculty affiliated with Darden (University of Virginia), Michigan Ross, Ivey, and other business schools; the platform issues six marketing metrics certifications requiring an 80% exam pass, valid for five years and shareable via LinkedIn.

The underlying technology is a web-based mastery-based learning system that provides immediate feedback, regenerates new question values on repeat attempts, and integrates with companion products from Darden Business Publishing, Interpretive Simulations, Pearson's "Marketing Metrics" textbook, and Coursera. MBTN serves three customer segments: higher education institutions (business schools licensing modules for MBA, undergraduate, and EMBA courses), corporate training and development programs, and self-directed individuals seeking certifications or business school preparation. The Coursera channel partnership offers discounted add-on modules for learners of Raj Venkatesan's Marketing Analytics course.

MBTN's revenue model combines low-friction direct-to-consumer subscriptions (individual certifications priced at $9.95–$24.95, module bundles at $14.95–$59.95, and full annual access at $99.95) with customized institutional licensing for universities and corporations, plus Coursera-distributed academic packages. The company has remained founder-controlled and has not raised institutional capital; cumulative learner count exceeds 100,000 worldwide, with 1,000+ Marketing Metrics Certifications issued.

Name

Management By The Numbers

Legal name

Management by the Numbers, Inc.

Website

https://mbtn.academy

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Management By The Numbers (MBTN) operates a self-paced online learning platform offering 60+ modules and 250+ problem sets in business metrics and analytics, serving higher education institutions, corporate training programs, and individual learners worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Charlottesville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Individual Module Access Subscriptions: Self-service purchases for individuals accessing specific module bundles or certifications. Pricing ranges from $9.95 for single certifications to $99.95 for full access for 12 months.
2. Coursera Add-on Licensing: Special packages for Coursera Marketing Analytics learners at discounted academic prices ($19.95-$29.95) with 1-year or 6-month academic licenses.
3. Academic Institutional Licensing: Customized course licensing for universities, with faculty tracking student progress. Pricing based on enrollment and class size.
4. Corporate Training Licensing: Customized training solutions for corporate development programs with volume-based pricing.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

Management By The Numbers (MBTN Academy) is a self-paced, online learning platform delivering 60+ interactive tutorials and 250 problem sets across marketing, finance, entrepreneurship, HR, operations, accounting, statistics, and sustainability. The platform uses mastery-based learning where students practice until achieving proficiency, and offers six Marketing Metrics and Analytics Certifications that integrate with LinkedIn profiles.

Product overview

MBTN Academy is a self-paced, online learning platform offering 60+ modules across Marketing, Finance, Entrepreneurship, Strategy, HR, Accounting, Operations, Statistics, and Sustainability. The core product consists of interactive tutorials and problem sets with mastery-based learning. The platform offers six Marketing Metrics and Analytics Certifications requiring 80% or higher exam scores. Companion products include business simulations from Interpretive Simulations (PharmaSim, StratSim, CountryManager), Darden Business Publishing cases, and textbooks by faculty from Darden, Michigan, and other institutions. Special add-on packages are available for Coursera learners. Certifications are valid for five years and can be linked to LinkedIn profiles.

Differentiator

Problem solved

Functional benefit

Products and services

• MBTN Online Learning Modules Self-paced online learning platform offering 60+ interactive modules and 250 problem sets covering marketing, finance, entrepreneurship, HR, operations, accounting, statistics, and sustainability, with mastery-based learning for individuals, universities, and corporations.
• Marketing Metrics Certification Program Certification program covering six marketing metrics tracks including Profit Impact, Advertising Metrics, Customer Lifetime Value, Distribution Metrics, Pricing and Demand Analytics, and Marketing Mix Metrics; certificates valid for five years and LinkedIn-integrated.
• MBTN Coursera Add-on Modules Supplementary learning packages offered to Coursera Marketing Analytics course participants at discounted academic pricing ($19.95 for 12 modules; $29.95 for 30 modules) with 1-year or 6-month academic licenses.
• Entrepreneurship Bundle Bundled package of 12 modules focused on entrepreneurial skills including financial statements, breakeven analysis, profit dynamics, customer acquisition, CLV, and HR metrics, priced at $29.95 for 6-month access.
• Academic Institutional Licensing Institutional license for universities and business schools to integrate MBTN modules into courses, with customized content matching course objectives and faculty tools to track student progress.
• Corporate Training Licensing Enterprise license for corporate development and training programs with customized solutions, volume-based pricing, and content focused on marketing metrics, finance, HR, and business fundamentals.

Quantifiable outcome

• Over 100,000 learners have enrolled worldwide
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• CourseracoreChannel Partner/ Reseller/ DistributorMBTN offers add-on packages for Raj Venkatesan's Coursera Marketing Analytics course. Two packages available: MBTN for Marketing Analytics (12 modules) at $19.95 and Complete MBTN for Marketing (30 modules) at $29.95. Coursera participants receive academic pricing with promotion codes.
• Interpretive SimulationscoreStrategic or Co-development PartnerCo-development of companion simulations including PharmaSim, StratSimMarketing, CountryManager, BizCafe, Entrepreneur, MarketShare, NewShoes, and HRManagement. MBTN provides $5 off for 10+ modules or $3 off for 6+ modules when bundled with simulations.
• Darden Business PublishingcoreStrategic or Co-development PartnerAward-winning business cases and technical notes written by many of the same authors as MBTN modules. All cases come with complimentary teaching notes and Excel files. Discounts apply when bundled with MBTN for groups of 20+.
• Pearson (Marketing Metrics Book)majorGTM or Marketing PartnerMarketing Metrics 3rd and 4th Edition by Paul Farris, Neil Bendle, Phil Pfeifer, and David Reibstein. $5 off MBTN Marketing Modules when ordered together for classroom use. Mapping between MBTN modules and book chapters available.
• The Green Business LabminorStrategic or Co-development PartnerSustainability business simulation covering Triple Bottom Line, ESG principles, SDGs, circularity, water stewardship, and decarbonization. Four sustainability modules recommended as companions at $9.95 for all four in 2025.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• DataCamp: DataCamp delivers self-paced, interactive courses in data and analytics with a mastery-based learning model. Comparable to MBTN on the interactive, problem-set-driven learning format and self-paced delivery, though DataCamp focuses on data science rather than business metrics.

Direct peers

• Coursera: Coursera is a leading online learning platform that hosts MBTN partner courses and resells MBTN's add-on modules. While Coursera offers a much broader catalog of MOOCs, it directly intersects with MBTN's distribution and product format for business education.
• edX: edX is a major online learning platform founded by Harvard and MIT, offering university-level courses including business and management. It is comparable to Coursera as a MOOC platform and a potential distribution channel for MBTN-style content.
• Emeritus: Emeritus partners with top universities to deliver online professional education programs. It is comparable to MBTN's model of partnering with elite institutions to deliver business skills training to working professionals and individuals.
• GetSmarter: GetSmarter partners with top universities to offer online short courses and certifications. It is comparable to MBTN in partnering with leading institutions to deliver focused business education to professionals globally.

Broad incumbents

• Skillsoft: Skillsoft is a large corporate training and talent development platform offering courses across business, technology, and leadership. Comparable to MBTN on the corporate training side, though Skillsoft targets enterprise L&D at much larger scale.
• Harvard Business School Online: HBS Online delivers online business courses and credential programs anchored by HBS faculty. Similar to MBTN, it leverages top business school faculty to deliver practical business education, but on a larger, broader scale with executive education focus.
• Wharton Online: Wharton Online offers online courses, certificates, and executive education developed by Wharton faculty. It is comparable to MBTN as both deliver business school-quality content online, though Wharton is a much larger, broader program with degree offerings.
• LinkedIn Learning: LinkedIn Learning delivers on-demand video courses covering business, technology, and creative skills, integrated with LinkedIn profiles. Comparable to MBTN's self-paced, certification-style learning model, though at a much broader catalog and scale.

Others

• Interpretive Simulations: Interpretive Simulations is a strategic partner that co-develops and bundles simulations (PharmaSim, StratSim, etc.) with MBTN modules. It is comparable as an ecosystem participant offering complementary educational products to the same business school market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/MBTN_Academy
• LinkedInlinkedin.com/company/management-by-the-numbers

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Management By The Numbers