Study places india strategy 17jul09 vfinal

  • 324 views
Uploaded on

 

More in: Education , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
324
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. StudyPlaces: India Strategy To be the preferred source of information and guidance for Indian students seeking education. StudyPlaces.com Confidential
  • 2. Agenda • • • • • • • Market overview Understanding the Indian student StudyPlaces key assets India-focused strategy Operations overview Finance Appendix – Lead Management System Confidential
  • 3. MARKET OVERVIEW Confidential
  • 4. Market Needs and Challenges • • • • Student demand for education options Fragmented education institution market Large media spend on student acquisition Slow but steady shift to online media spending Confidential
  • 5. Education Market Overview • Pent up demand for postsecondary education from India and neighboring regions. 112M of postsecondary-age students in India with below-average postsecondary Gross Enrollment Ratio of 12% (vs. 22% for China, 17% for Indonesia and 30% for Brazil) • Local education is a +$11 billion market, with enrolling institutions spending an average of 20% of revenue for student acquisition • India is the largest supplier of students to the US and is the second largest supplier of students to the global education market. In 2008 $200 million was spent recruiting Indian students; expected to grow to $350 million by 2012 www.StudyPlaces.com Confidential 5
  • 6. India Domestic Education Spending Tuition paid by institution type (in $MM) Private Colleges Vocational Courses IT Training Test Prep TOTAL 2008 $6.27 $1.40 $0.23 $1.70 $9.60 2009 $7.34 $1.71 $0.28 $2.04 $11.37 2010 $8.58 $2.08 $0.35 $2.45 $13.46 2011 $10.04 $2.54 $0.44 $2.94 $15.96 Confidential Source: CLSA Education Industry Report. 2012 08-12 CAGR $11.75 17% $3.10 22% $0.55 24% $3.53 20% $18.93 19%
  • 7. Education Related Ad Spend in India • With a 17% market share in the first half of 2008 Education is the #1 category in Print Advertising in India Rank Category Rank Category 1 Education 6 Corporate / Brand Image 2 Services 7 Durables 3 Banking / Finance / Investment 8 Personal Accessories 4 Auto 9 Telecom / Internet Service Providers 5 Retail 10 Media Source: AdEx India a division of TAM Media Research Confidential http://www.tamindia.com/Mailer/print_advertising/2008/H1-Part1/graph/3.jpg
  • 8. Sample print advertising page Confidential
  • 9. THE INDIAN STUDENT Confidential
  • 10. The Indian Student …is seeking information about education options… The Indian Student Goals • Maximize career potential • Increase short term income • Improve academic test results …through multiple sources. Education Options India Abroad Print • Historically primary source of information and advertising medium Engineering Medicine MBA • Small portion of education ad money goes to education TV Law Vocational Professional cert. Online • Students shifting to online for information about education options • Target population already tech savvy and provided with access Test preparation Studying abroad is one of many education options considered by almost every Indian student in light of academic performance, financial resources and time Confidential constraints
  • 11. Indian Students Search Online for Education Information • • India is the #1/2 country for the search terms “MBA”, “Engineering”, “Medicine”, “Study Abroad”, and “Tuitions” Postsecondary prospective students in India and other target countries are already online, doing research and seeking information (77% of online users are in age group 19-35) Confidential
  • 12. KEY ASSETS Confidential
  • 13. StudyPlaces Key Assets India leading education site with a Google PageRank of 6 and 180,000 pages indexed • • • • • • Management team Rich and compelling content library, driving organic qualified traffic to Studyplaces.com Growing targeted traffic of Indian and other international students – approx 400k unique visitors Impressive client roster of Indian and international institutions advertising in India: Manipal, NIIT, ICFAI, ETS Partnership with leading media outlets in India (e.g., Hindustan Times, LiveMint,NDTV), broadening reach State-of-the-art lead enrichment process, delivering qualified leads to both local and international institutions Confidential
  • 14. Content Library • College directory: detailed information on – 3,245 of the largest institutes in India (out of ~ 21,000 total) – 103 in Australia, 3,829 in the US, and 748 in the UK – Targeted list of Institutes that Indian students go to – UK content and site in Association with Guardian • Valuable and unique information for prospective to student, driving traffic via SEO and relationships with institutes • FAQ/forums –enable online communication amongst students and indexing for SEO • Result information • Free test preparation Confidential 14
  • 15. SEO Successes - First page results on google.co.in for: • • • • • “Study Engineering” “Study MBA” “Study Medicine” “Study Law” “Study Abroad” - 10% month to month increase in organic traffic Confidential 15
  • 16. Client roster Confidential 16
  • 17. Media Partnerships • Distribution deals which allow StudyPlaces to provide content and expertise to other media properties – Hindustan Times, LiveMint (Wall Street Journal), NDTV • Media partners depend on Studyplaces for their online ad inventory • Increased traffic flow and branding lead to better monetization opportunities Confidential 17
  • 18. INDIA-FOCUSED STRATEGY Confidential
  • 19. India-focused Strategy 1. 2. 3. 4. Focus on select markets Traffic Acquisition Expand customer base Broaden media reach Confidential
  • 20. Focus on select markets Target Market Focus Rationale Private Professional Colleges • • • • • Growing number of new professional colleges seeking students to fill seats • Colleges ready to pay high premium to agents for admission Vocational Institutes • Service industry job seekers looking for qualifications • Target high-demand occupations such as pharmaceutical research, animation, hospitality, aviation, financial back office, etc. • High print advertising spend ready to be converted to online lead generation Test Preparation • Engineering • Medicine • MBA • 1.5 million test takers annually representing a $400 million market annually • Students and families willing to spend to improve outcome Professional Certification • Job seekers and current employees • Low cost and time commitment to improve career opportunities • Demand for certificates with proven ROI: e.g., Project Planning, Java , ERP Study Abroad Agent Market • Candidates considering studying abroad • International universities source a large portion of their foreign students from India • Premium pricing for international leads converted into students ($2k per student) • Agents receive an advertising budget to acquire students. Engineering MBA Medical Dental Confidential
  • 21. Current traffic acquisition model Who are we targeting? Students Parents School /College Teachers Counselors How do we generate traffic? Create and promote original relevant content Optimize search results Acquire PPC when appropriate • Ask Studyplaces 30,000+ Questions • Listing of professional colleges • #6 pagerank • 180,000 pages indexed • Keyword Analysis • Manage 100,000 keywords across multiple categories Integrate StudyPlaces with relevant digital destinations • Facebook Partner with leading media platforms • NDTV • Hindustan times, Shine Campus Working Professional Confidential
  • 22. Content development plan Traffic goals • Built professional course vertical channels • Engineering, Medicine, Law, MBA, etc. • Opportunities for additional advertising Position StudyPlaces as trusted source for education options • Created fully searchable and indexed directory of 2500 India-based institutes • By type of program, level, geographic location, focus, etc. Attract relevant Indian traffic • Developed database of vocational certificate and job training options Develop content that allows for segmentation and lead qualification Customize content and experience for the prospective Indian students • Created counseling zone regarding vocational options - moderated forums faqs, expert answers, etc. - to increase stickiness and attract organic traffic • Created free preparation zone for millions of students testing every for the competitive exams • Engineering, Medicine • Provide tips, sample exams, exam dates Confidential Google PageRank 6 180,000 indexed pages
  • 23. Vertical Channels • Targeted vertical channels increases relevance for users and search engines • Opportunity to create intent-specific “microsites”, thus increasing quality of leads Confidential
  • 24. Education Directory • Directory covers 3,245 of the largest 21,000 institutes. Next steps is partnership with Google to create the directory at more granular /city level. • Continued effort to add content to increase usability and relevancy Directory Content by Category 1Q09 2Q09 3Q09 4Q09 2010 Engineering Medicine Law Coaching MBA Total 2,550 500 190 350 1,450 5,040 1,940 145 15 125 750 2,975 Confidential 2,025 195 20 155 850 3,245 2,110 250 30 190 950 3,530 2,200 300 60 220 1,050 3,830
  • 25. Comprehensive MBA Listings • Comprehensive listing allows for custom searches by – Degree level, – Country/cities – Specialization – Part-time or full-time • Additional opportunity for display advertising Confidential
  • 26. Result/Placement and Test Prep Apps Low-cost app to attract qualified traffic right when students ready to make an education decision Approx 20% of organic traffic generated through free test prep application Confidential
  • 27. Traffic Numbers and Projected Goals 2008 2009 Q2 Q3 Q4 Q1 Unique Visitors 807,074 799,658 921,735 1,003,038 Organic Visits 412,987 438,032 618,019 741,081 Page views 4,043,906 3,359,279 3,603,615 4,070,820 Online marketing spend (USD) $84,264 $79,951 $83,471 $50,093 Registered Users added 80,108 52,834 55,144 47,056 6% 41% 2010 Q2 Q3 Q4 Q1 Q2 Q3 Q4 830,011 929,612 1,041,165 1,166,105 1,306,038 1,462,762 1,638,294 20% Organic traffic growth Registered Users added 12% 10% 27,421 25,664 22,608 19,579 21,537 23,691 26,060 28,666 31,532 34,685 38,154 Page views per user 5% 5.0 4.2 3.9 4.1 4.3 4.5 4.7 4.9 5.2 5.4 5.7 150,000 225,000 337,500 506,250 759,375 1,139,063 1,708,594 2,562,891 Estimated partnership traffic from NDTV, HT, Live Mint and others Confidential
  • 28. SALES STRATEGY Confidential
  • 29. Sales Overview • Current Focus – Top 100 of institutes in the top verticals: Private College, Vocational, Test Prep, and Study Abroad categories (see pipeline) – Wins already include Manipal, ICFAI, HT, etc. • Forward Focus – Broader reach of institutes in the same verticals – Geographic expansion: sales presence in South, West, and East – Aggressively target other big media spenders Confidential
  • 30. Sales Processes 1. Pipeline and revenue forecast management using salesforce.com 2. Weekly team meetings with status updates and review of key metrics 3. Prospecting of potential leads through online and offline media 4. Stringent management of collections vs. invoicing • India has a higher bad debt percentage so we collect 50% upfront for all unproven customers 5. Monthly/Quarterly review of quotas vs actuals Confidential
  • 31. Sales Methodology 1. Market Research • • Pipeline Creation 2. Field Sales & Telesales Market Research 3. Pipeline Creation: Pipeline generated with Location, Tier, and Category of prospect Pipeline Distribution: • Qualified Inquiries • Customers 4. Review all Edu ads placed in newspapers across top 10 metros Interns collecting data from offline/online sources Pipeline distributed to Field Sales where there is a sales presence (Delhi NCR, started in Mumbai & Hyderabad). Telesales distribution (details next slide) Prospects called for closure Weekly review of metrics: call rates, appointment rates, close rates, etc. Confidential
  • 32. Current Status (India) • Current customer count: 54 (excluding Hindustan Times partnership) • Repeat (47), New (7) • • • • • Professional Private College (9) Study Abroad (32) Test Prep (3) Vocational (8) Other (2) • Average Revenue per Customer: Rs. 26,435 (US$550) Confidential
  • 33. Hindustan Times Overview • #1 newspaper in North India, #2 nationally • Deal terms: • Hindustan Times sales team reselling StudyPlaces • HT sales team to incudle StudyPlaces as a strategic component of media sales targeted in the Education Vertical • 50% revenue share • Marketing spend pre paid at start of campaign Confidential
  • 34. Hindustan Times Overview Relevant Content for students Leads, Applications for Admissions Helping in student placements Counseling services – online/ offline Confidential
  • 35. Hindustan Times Results • 14 live deals in 1st month: • • • • • • • WCTM Ameer Engineering Ameer Medical Aureole Career Access EYK Consultancy ILADA • • • • • • • IRS Picasso Animation R V CORRESPONDENCE RIMS Stencil Study Abroad YES • Total deal value at Rs. 8 Lacs (USD $16,000) • Average deal value at $1,150 Confidential
  • 36. Sales Growth Plan (India) Org Structure (Highlighted already hired) Head India Sales Regional Head, Delhi Regional Head, Chennai Regional Head, Kolkata Regional Head, Mumbai Sales Managers Sales Managers Sales Managers Sales Managers Confidential
  • 37. Sales Growth Plan (India) Cumulative headcount at end of each period: 2009 2010 2011 Q1 Q2 Q3 Q4 CY Q1 Q2 Q3 Q4 CY Q1 Q2 Q3 Q4 CY 6 6 9 12 12 15 18 21 24 24 27 30 33 36 36 Confidential
  • 38. OPERATIONS Confidential
  • 39. Business Operations • 20,000 students visit portal daily • Every day, 2,000 unique students fill up their information to enquire about a specific course/ country/ vocational institute/ college etc. • All these enquires reside in our database • These enquires/user data are sold as • Verified Exclusive Lead • Verified Shared Lead • Counseled Lead • Complimentary Enquires (for advertisement buyers) • E-mail Campaign Product Confidential
  • 40. Lead Management System (LMS) • Order Entry in LMS triggers campaign planning and lead inventory for starting the delivery • Campaign once deployed create leads, in parallel delivery starts with the matched leads in inventory (reverified) • LMS gives a powerful basic and exact matching functionality based on order parameters and several business rules • LMS workflow handles the delivery of leads right from the order entry Confidential
  • 41. LMS – Workflow Lead Verification Order Entry Basic Match Exact Match Lead Database Leads created LMS Lead requirement & Campaign planning Campaign deployment Student fills in aspiration Confidential Delivery
  • 42. Organizational Structure Amitabh Nagpal CEO Executive In San Francisco Sr. Sales ops Team Pankaj Bengani VP, Business Development & Sales Naini Singh Director Sales, India 5 Deepti Chitkara Sr. Manager Counseling Ops 3 Unless exception noted, all employees in New Delhi, India Pankaj Batra Architect Virender Bisht Director Engineering Harpreet Singh Sr. Manager, Business Ops &Finance Control 10 Confidential 14 Saurabh Shakya Sr. Manager, Prod & Mkt 4 Mayank Kumar, Sr. Manager Content Ops 3 Support Functions HR & Admin 7
  • 43. PLAN AND FINANCE Confidential
  • 44. Additional initiatives 1. Sales: Expand sales team in India 2. Product & engineering: Expand product offering to enable to service students better 3. Partnerships: Invest in partnerships with MSN, Yahoo for traffic acquisitions 4. School Counseling: Expand reach in to schools for counseling sessions to High schools students 5. Content Acquisition: Increase content depth in each stream – Engineering, Medicine, Law, Medicine Vocational courses Confidential
  • 45. Operating Plan Traffic Customers Operations 3Q09 • Partner with media companies • SEO- Improve keyword density on targeted pages for 100 keywords that drive traffic • Focus on HT • Strengthen Delhi Team (hire regional head) • Add few more engineers (SysAdmin and Infrastructure) 4Q09 • Partner with coaching institutes • Offer Scholarship • SEO – measure the previous keywords and add another set of keywords • Create 1 new key channel relationship • Continue supporting HT • Build out Chennai & south India territory • Recruitment on MBA vertical • Build out 5 more headcount in televerification team • Expand content team by 3 to focus on content collection and service Google partnership 1Q10 • Partner with coaching institutes • Create additional channels in Retail and Pilot Training • Hire regional head Mumbai & Kolkata • Formalize direct sales presence in all 4 regions • Recruitment on MBA vertical • Add management level finance and marketing operations staff • Expand Counseling staff 2Q10 • Partner with other publishers • Create more channels to attract students in other verticals • Recruit customers in other vocational programs • New office space needed either Q2 or Q3 • Expand televerifcation staff as needed Confidential
  • 46. Financial Summary StudyPlaces CY 09 Q1 Q2 Domestic Leads 65,133 International Leads CY 10 Q3 Q4 83,201 148,400 239,000 83,079 88,900 108,850 148,211 172,101 84,185 Total COGS Gross Profit /(Loss) CY 09 CY 11 Q1 Q2 Q3 Q4 CY 10 Q1 Q2 535,733 300,800 394,400 500,200 606,000 1,801,400 715,800 825,600 162,900 443,729 208,350 246,600 269,802 284,193 1,008,945 299,919 257,250 401,900 979,463 509,150 641,000 770,002 890,193 2,810,345 14,079 102,900 157,892 359,055 196,549 242,623 285,050 321,834 84,185 14,079 102,900 157,892 359,055 196,549 242,623 285,050 64,027 158,023 154,350 244,008 620,407 312,601 398,377 Total Sales Costs 50,876 45,932 56,024 63,804 216,636 56,353 81,195 Q3 Q4 CY 11 935,400 1,045,200 3,522,000 317,103 335,881 356,399 1,309,302 1,015,719 1,142,703 1,271,281 1,401,599 4,831,302 1,046,057 358,464 393,670 427,598 460,397 1,640,129 321,834 1,046,057 358,464 393,670 427,598 460,397 1,640,129 484,952 568,359 1,764,288 657,255 749,034 843,683 941,202 3,191,174 100,804 121,192 359,543 136,518 144,362 165,101 185,841 631,821 Revenues Lead Revenues Total Revenues Cost of Goods Lead Acquisition Online Marketing SG&A Total Operations Costs 30,779 30,680 34,331 35,631 131,420 37,631 44,090 47,467 47,944 177,132 54,980 61,457 66,293 72,070 254,800 Total Technology Costs 55,500 42,548 47,159 63,159 208,365 77,159 83,159 83,159 83,159 326,634 83,159 83,159 83,159 83,159 332,634 Total Marketing Costs 17,246 26,303 33,750 35,750 113,049 36,750 36,750 38,250 38,250 150,000 45,750 45,750 47,250 47,250 186,000 216,026 157,323 219,536 225,777 818,662 235,182 243,971 247,337 248,907 975,397 257,342 254,821 255,075 255,328 1,022,566 370,426 302,786 390,800 424,120 1,488,133 443,075 489,164 517,016 539,452 1,988,706 577,748 589,548 616,877 643,647 2,427,821 (306,400) (144,764) (236,450) (180,112) (867,725) (130,474) (90,787) (32,065) 28,907 (224,418) 79,507 159,485 226,806 297,555 763,353 Total Admin and Operations Costs Total SG&A Operating Profit (Loss) Confidential 46
  • 47. APPENDIX LEAD MANAGEMENT SYSTEM Confidential
  • 48. Order Entry Confidential
  • 49. Order Search Confidential
  • 50. A Typical Order Entry Confidential
  • 51. Corresponding Sub-order Confidential
  • 52. Basic Match Operation Confidential
  • 53. Basic Match Confidential
  • 54. Tele-Verification Confidential
  • 55. Elements for Verification • Intent Verification • Data Correctness – Mandatory parameters • Contact Details (email, phone) • Category and Course • Destination Country (for Study Abroad) • Target State/City • Education Level • Mode of course (part time, full time, distance learning) – Premium parameters • Work Experience • Subjects in last education Confidential – Expected Year and Month of joining • Intakes (e.g. for US Fall and Spring are marked with intent Yes)
  • 56. Verification Calls • Intent Yes • Intent No Confidential
  • 57. Exact Match and Lead Delivery Confidential
  • 58. Distribution (LMS) • Shared – Can be contacted by multiple partners through StudyPlaces (4 partners) • Exclusive – One student-one partner Confidential
  • 59. Exact Processed Match Confidential
  • 60. Partner Testimonials I have a long and steady relationship with StudyPlaces. The lead quality is great and so is the customer service… Mr. Suneet, Director – Fateh Education StudyPlaces has delivered what it promised. The concept was new but it is here to stay. Target Consultancy We are very happy with studyplaces.com leads quality. In fact last year we got 12 students from study places leads and we have already converted two students from this year leads. We used to invest lot of money in newspaper advertisement but we never got such a good response. Studyplaces.com is a very cost effective medium. We are getting students in such a low cost in comparison of other media. Best thing about studyplaces.com is that we are paying for per response only as other media never take guarantee of response. Studies in Russia We have been using services offered by StudyPlaces for last 6 months. The branding and quality of leads provided by StudyPlaces remain unparalleled. All the best, StudyPlaces. Mr. Atul Goel, Director – OGIS Confidential