Technology-enabled educational services startup: “ E-Learning for Schools” Executive Summary Presentation August 2009 MOHD. FAKHRUDDIN Profile: http://www.linkedin.com/pub/mohd-fakhruddin/8/370/2ba Phone: +91-9810566587 E-Mail: [email_address] New Delhi, India

INDUSTRY : Technology-enabled educational services FOCUS : Schools (Private and Public) OFFERINGS : Both, product and the delivery platform Product : E-learning content Delivery Platform : DIGITAL CLASSROOMS To help schools optimally leverage the Information and Communication Technologies (ICTs) in education by providing them relevant “knowledge products and services” coupled with the infrastructure to utilize that, the technical know-how to harness that, and the maintenance support to sustain that. Eventually, help schools contribute to the national/global knowledge economy by grooming the human capital in an engaging framework of knowledge, innovation, and technology. MARKET PLAYERS : Educomp, Edurite, HMSC, TutoVista MARKET SIZE : Enormous 50 million Indian students go to 3.2 million schools 95% of the 3.2 million schools is open market ready to be tapped INTRODUCTION

INDUSTRY : Technology-enabled educational services

FOCUS : Schools (Private and Public)

OFFERINGS : Both, product and the delivery platform

Product : E-learning content

Delivery Platform : DIGITAL CLASSROOMS

To help schools optimally leverage the Information and Communication Technologies (ICTs) in education by providing them relevant “knowledge products and services” coupled with the infrastructure to utilize that, the technical know-how to harness that, and the maintenance support to sustain that. Eventually, help schools contribute to the national/global knowledge economy by grooming the human capital in an engaging framework of knowledge, innovation, and technology.

MARKET PLAYERS : Educomp, Edurite, HMSC, TutoVista

MARKET SIZE : Enormous

50 million Indian students go to 3.2 million schools

95% of the 3.2 million schools is open market ready to be tapped

The MISSION: To work in close collaboration with schools and boards to holistically integrate ICT framework in their educational curriculum. The VISION: To transform the educational system by helping educational establishments equip the human capital of tomorrow with the increasingly important skills related to science and technology (including ICT skills, problem solving skills, collaboration skills and higher learning skills). The VENTURE: a shared objective of 20 e-learning and IT professionals to install the ICT infrastructure at the schools and provide them the relevant e-learning products based on a common curriculum. The PLAN: Develop an e-learning curriculum and a product portfolio in sync with the school curriculum under the guidance of a Mentorship & Product Advisory Committee comprising some of the leading educationists of India. INTRODUCTION

The OFFERINGS: Work with schools to help them chalk out an ICT roadmap for them to optimally utilize our e-learning products: This includes: Installation of ICT infrastructure at the school premises (on a BOOT basis); providing e-learning product Stationing a technical knowledge advisory team at the school 24X7 to work in close collaboration with the school Train and then continuously assist the school teachers use the ICT infrastructure and the e-learning products in the classroom Along with the school, measure the effectiveness of the initiative and work towards improvement and maximum utilization INTRODUCTION (CONTD.)

The OFFERINGS:

Work with schools to help them chalk out an ICT roadmap for them to optimally utilize our e-learning products: This includes:

Installation of ICT infrastructure at the school premises (on a BOOT basis);

providing e-learning product

Stationing a technical knowledge advisory team at the school 24X7 to work in close collaboration with the school

Train and then continuously assist the school teachers use the ICT

infrastructure and the e-learning products in the classroom

Along with the school, measure the effectiveness of the initiative and work

towards improvement and maximum utilization

The BENEFITS: Help schools bridge the digital divide that is there between the school and their counter part in developed societies. Ride off their lack of endowment of ICT infrastructure and the relevant skill sets to own, operate, maintain and utilize that. Provide students with the meaningful ICT intervention in the classroom, thereby to take the classroom learning to the next level of active student participation and engagement. Educate students in a technology-enabled environment of international standard within a strong pedagogical framework to foster better communication, knowledge sharing & creation, and collaborative learning. Help teachers in professional development and support. Help schools in a better educational administration and management. INTRODUCTION (CONTD.)

The BENEFITS:

Help schools bridge the digital divide that is there between the school

and their counter part in developed societies.

Ride off their lack of endowment of ICT infrastructure and the relevant skill

sets to own, operate, maintain and utilize that.

Provide students with the meaningful ICT intervention in the classroom,

thereby to take the classroom learning to the next level of active student

participation and engagement.

Educate students in a technology-enabled environment of international

standard within a strong pedagogical framework to foster better

communication, knowledge sharing & creation, and collaborative learning.

Help teachers in professional development and support.

Help schools in a better educational administration and management.

X X X X X X X COMPETITIVE MATRIX NA Competitive NA NA TutorVista NA Competitive NA Moderate HMSC Average Average Superficial Erudite Average Average Superficial Educomp Highly Competitive Highly Competitive Deep Our Product As an aid to teacher As a learning supplement Tool for collaborative learning Student interactivity Ideation on personal tuition Pedagogical framing Product

SALES STRATEGY School to school Board to board DIRECT MARKETING ICT infrastructure to be installed at the school on a BOOT basis, NO UPFRONT CASH FLOW A very competitive turnkey pricing on a per student per month basis Schools’ MONEY concerns Teachers’ training and orientation Fulltime stationing of a trained Program Administrator at the school premises School teacher’s LACK OF EXPOSURE to technology; schools APPREHENSION that teachers’ may not be able to handle and use the concept Sessions with the school administration and teachers to emphasize the concept’s features, scope, need, usability and benefits. Stressing the need for keeping pace with the changing times; the need for technology usage in education. School’s RIGIDITY to stick to the traditional mode of teaching seeing the concept as an alternative rather than a supplement Orientation to the concept; live demos Orientation to the digital divide between them and their counter-part in the developed societies Schools’ UNAWARENESS of the concept STRATEGY CHALLENGES

ICT infrastructure to be installed at the school on a BOOT basis, NO UPFRONT CASH FLOW

A very competitive turnkey pricing on a per student per month basis

Teachers’ training and orientation

Fulltime stationing of a trained Program Administrator at the school premises

Sessions with the school administration and teachers to emphasize the concept’s features, scope, need, usability and benefits.

Stressing the need for keeping pace with the changing times; the need for technology usage in education.

Orientation to the concept; live demos

Orientation to the digital divide between them and their counter-part in the developed societies

SALES STRATEGY (CONTD.) SIX REASONS TO TELL THE SCHOOLS Concerned about delivery in the classrooms, curriculum mapping with each teacher, student’s assessment – We’re there for all that. Neither you bother about managing anything Get on the world stage! Thousands of schools all over the world are going for this; keep pace with the times; equip your students for tomorrow’s challenges in an apt technological framework. You’re not alone Any problems, any worries, we’re always there!!! Need help, we’re always there We’ll not ask you a single ICT installation penny, neither any cent to train your teachers, nor for the salary of our Program Administrator; just pay us as per your usage. We are not asking you any upfront money We’ll do it all for you, install the INTERACTIVE WHITEBOARDS and the PLASMA TVS in the DIGITAL CLASSROOMS, set up a LAN in your school, station a trained Program Administrator, and train you all. You need not build or buy anything Your students are going to love you for this; now they won’t wait for the class-finishing bell to ring; and ya, chances are that you no more would see a yawn or a sleepy head in your classrooms. Students will love you for this WHY? REASONS

ASSUMPTIONS There is a general inclination towards the usage of technology in education The target customer (school students and the teachers) are using some or the other forms of ICTs in their lives The students are using and can use PCs, and are well aware of the power of the Internet This form of teaching will appeal to and benefit all – teachers, students & school administration Schools would not have apprehension charging a very nominal extra amount for this & students will not have apprehensions in paying that extra amount

There is a general inclination towards the usage of technology in education

The target customer (school students and the teachers) are using some or the other forms of ICTs in their lives

The students are using and can use PCs, and are well aware of the power of the Internet

This form of teaching will appeal to and benefit all – teachers, students & school administration

Schools would not have apprehension charging a very nominal extra amount for this & students will not have apprehensions in paying that extra amount

RISKS Our target students are the born digital natives They will love it and convince their parents to pay that very little extra amount Students in private schools are generally content, are regularly given homework and are assisted by their parents. They already might be getting personal tuitions and their parents might feel jittery paying the extra amount as part of their wards’ school fees. We are prepared for this situation and expecting this Our projections and revenue will just shift places without an affect on numbers Schools may want to go for this at the start of the school session (in April/May) with a proper time frame for teachers’ training. We are already late by 3 months. Schools' apprehensions to start from a fresh session may upset our initial projections of the initial nine months. A possible reason could be that schools may want to charge a portion of the fees for this as part of the students’ annual fees to avoid raising students’ monthly fees considerably (if schools pay us Rs. 200 per student per month, they may charge more from students). Clarification of the concept to all the stakeholders in the school Stressing the transformational value of the concept Schools may see the concept as an alternative to teaching; they may ask the question "what all can we stop doing to do this?" In the 1 st year, we’ll go only for private schools to attain operational sustainability Public schools projects will be an added bonus; never to be a projection area Public schools are bounded by their respective schools boards to take any individual initiative; acquiring public school boards as customers is easier said than done – it may involve lot of things including also bribing the decision-makers or the politicians. Stressing the importance of technology intervention in education Very nominal pricing Private schools cover the whole curriculum and offer a wide range of extra-curricular activities such as science fairs, general knowledge, sports, music and drama. They may be unwilling to go in for yet another 'frill' which involve shelling out money. MITIGATION STRATEGY RISKS

Our target students are the born digital natives

They will love it and convince their parents to pay that very little extra amount

We are prepared for this situation and expecting this

Our projections and revenue will just shift places without an affect on numbers

Clarification of the concept to all the stakeholders in the school

Stressing the transformational value of the concept

In the 1 st year, we’ll go only for private schools to attain operational sustainability

Public schools projects will be an added bonus; never to be a projection area

Stressing the importance of technology intervention in education

Very nominal pricing

FINANCIALS (USD @ 1USD = 47 INR) Million Dollar Mark Break-even Mark 630,000 250,000 25,000 10 405,000 150,000 25,000 9 280,000 150,000 25,000 8 1,080,000 250,000 25,000 12 855,000 250,000 25,000 11 155,000 150,000 25,000 7 30,000 60,000 25,000 6 -5,000 60,000 25,000 5 -40,000 60,000 25,000 4 0 25,000 3 0 25,000 2 0 25,000 1 Profit Earnings Expenditure Month

Me and my team (of 20 people) have been in this technology-enabled educational services/e-learning industry for quite a while having worked for all the major national and international players, including also for Educomp (www.educomp.com), the leader in this segment. TEAM

We have closely analyzed the products and services of all the major players in this segment, and have noted that in general, there is an overall hitherto unfulfilled qualitative need, and in particular, a large unfulfilled need in the market. We are the guys who have been making products for the market operators of today; we know the nitty-gritty’s. Now, we are up here to create a niche for ourselves by serving the customer in a better way. We have conceptualized our product, made a few samples, devised our delivery mechanism, picked our team, done a sample personal market survey, and are ready to kick-start things from day one. WE ARE AT THE PROOF OF CONCEPT STAGE. WHY WE?

Ours is not a conventional business model. We do not intend to have one. In our journey of realization of the full potential of our model, we intend to evolve the model as a self-sustainable and auto-evolutionary one. We preferably seek active investors who associates with our vision of transforming the school education system and our long-term goals. We will always be open and receptive to opportunities which are in the best interest of all our stakeholders. WE ARE LOOKING FOR AN EQUITY-BASED INVESTMENT. INVESTOR RELATIONSHIP

We need an angel investment of 350,000 USD to work with a team of 25 people assuming that we won't get any returns for the first 12 months. Our business model breaks even at the end of the 9 th month with an exponential revenue growth afterwards. Till today, we have not received any investments, or interests of any kind from any source. SUMMARY

CONTACTS MOHD. FAKHRUDDIN Mob: +91-9810566587 Ph: 011-26915004 E-Mail: [email_address] New Delhi, India

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