0
Today: 2
This week: 60

i-ply
quantitative & qualitative integrity

…formerly NEBSA
Team 24

Peter Bowley
Supriya Jain
Sop...
BREAKDOWN OF INTERVIEWS
US admissions
officers

Intnl
students

Educonsultants

Edu-experts/
Verification
services

Other
...
OUR JOURNEY: Days 1-5
KP

KA

VP

KR
CO

CR

CS

CH

CH
CR
RS

RS

CS
Pivot

Online-ed for
Chinese
students

Work-inprogre...
SETTING THE SCENE
COMPETITIVE/CONTEXTUAL LANDSCAPE
Boarding
Schools

Chinese
Students &
Parents

Educational
Consultants

i-ply

Fraud
contr...
we’ve got all of the value propositions

…and all the customers
we’ve got ALL of the value propositions

…and ALL the customers
we’ve got all of the value propositions
Online
education

US
admissions

Anti-fraud

Chinese
students

…and all the custom...
Online
education

Anti-fraud

TM/CRM
integration

identity
authentication

MERCERSBURG

VERICANT

Chinese parents

US
admi...
OUR EARLYVANGELIST:
a “bleeding out” small,
independent school
that has no $, no time,
too many Chinese apps
DAY1
DAY2
MARKET SIZING

Total no. of US independent schools: 1173
(x) $1000 registration fee per school
(=) Revenues from schools: ...
Key Partners

Key Activities

Value
Prop

Relationships

Customer Segm.

Verified
aptitude
Mercersburg

Vetted
applicants
...
CHANNELS

Admissions
officers

Chinese
applicants

VERICANT
CHANNELS

Admissions
officers

150
students

Chinese
applicants

Should be
$60, 000
VERICANT
GET-KEEP-GROW FUNNEL- Mercersburg

Earned/paid
media

Reliability + accuracy

Free trial
NAIS/TABS certification

Industry...
GET-KEEP-GROW FUNNEL- Chinese parents
Required by schools

It’s all a #’s game

awareness
CAC vs. LTV

$1000 (flat rate)
(x) Years subscribed
(x) # schools
(x) (1-churn)

CAC
LTV

Free trial
Channels
Strategic pa...
HOW DO WE MAKE $$$
2nd+ 3rd tier boarding
schools

Chinese parents

- Trust the
recommendations
TABS/NAIS/ top-tier
boardi...
HOW DO WE MAKE $$$
Is this just a 60-day business?
NO
The fee-based revenue model is most concentrated
during app season

...
Key Partners

Key Activities

Value
Prop
Verified
aptitude

Relationships
Customer Segm.
Get:
Free; Self-service
Keep:
Pro...
Key Partners
NAIS

Key Activities
maintain secure
verification
system

TABS

Value
Prop
Verified
aptitude

Relationships

...
Key Partners
NAIS

Key Activities
maintain secure
verification
system

TABS

Value
Prop
Verified
aptitude

Relationships

...
NEXT STEPS- it’s all about relationships

US
schools

Applicant profile

Student profile

i-ply

($) Identification
authen...
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Team 24 columbia univ jan 2014

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Transcript of "Team 24 columbia univ jan 2014"

  1. 1. Today: 2 This week: 60 i-ply quantitative & qualitative integrity …formerly NEBSA Team 24 Peter Bowley Supriya Jain Sophie Hutson Jiaqi Lu Farah Gasmi
  2. 2. BREAKDOWN OF INTERVIEWS US admissions officers Intnl students Educonsultants Edu-experts/ Verification services Other 30 10 10 6 4 Andover Exeter Kents Hill Hillside School Holderness Miss Halls Winchendon Admiral Farragut Berkshire Brewster Mercersburg Middlesex Asheville Brimmer & May Brooks Cranbrook Schools China India Indonesia Switzerlan d Educatious Klingenstein Center (TC) SchoolAdmin (CRM) Columbia Continuing Ed. Dept. Oracle OnCourse Global 3 Chinabased (IECA) 5 US-based edX.org Vericant EdLab Manhattan Prep Online-edu tech support Educational policy expert
  3. 3. OUR JOURNEY: Days 1-5 KP KA VP KR CO CR CS CH CH CR RS RS CS Pivot Online-ed for Chinese students Work-inprogress Anti-fraud service for boarding schools KA KP KR VERICANT existing verification services TODAY
  4. 4. SETTING THE SCENE
  5. 5. COMPETITIVE/CONTEXTUAL LANDSCAPE Boarding Schools Chinese Students & Parents Educational Consultants i-ply Fraud control companies International Application Ecosystem
  6. 6. we’ve got all of the value propositions …and all the customers
  7. 7. we’ve got ALL of the value propositions …and ALL the customers
  8. 8. we’ve got all of the value propositions Online education US admissions Anti-fraud Chinese students …and all the customers Educonsultants
  9. 9. Online education Anti-fraud TM/CRM integration identity authentication MERCERSBURG VERICANT Chinese parents US admissions Chinese students Educonsultants
  10. 10. OUR EARLYVANGELIST: a “bleeding out” small, independent school that has no $, no time, too many Chinese apps
  11. 11. DAY1
  12. 12. DAY2
  13. 13. MARKET SIZING Total no. of US independent schools: 1173 (x) $1000 registration fee per school (=) Revenues from schools: $1.1M (x) 90% non-top tier schools (=) Revenues from non-top tier schools: $990,000 Total no. of International applicants: 200,000 (x) $100 test fee per applicant TAM: $21M (=) Revenues from applicants: $20M (x) 60% Chinese applicants SAM: $13M Target: $4.5M (=) Revenues from Chinese applicants: $12M (x) 70% students refuse to take the test (=) Actual revenues from Chinese applicants: $3.6M TAM: $21M SAM: $13M Target: $4.5M
  14. 14. Key Partners Key Activities Value Prop Relationships Customer Segm. Verified aptitude Mercersburg Vetted applicants Fraud reduction Key Resources Channels Enhance child’s chance to enter schools Application differentiation and visibility Cost Structure Revenue Streams DAY3 Uninformed Chinese Parents
  15. 15. CHANNELS Admissions officers Chinese applicants VERICANT
  16. 16. CHANNELS Admissions officers 150 students Chinese applicants Should be $60, 000 VERICANT
  17. 17. GET-KEEP-GROW FUNNEL- Mercersburg Earned/paid media Reliability + accuracy Free trial NAIS/TABS certification Industry standard network effect community building
  18. 18. GET-KEEP-GROW FUNNEL- Chinese parents Required by schools It’s all a #’s game awareness
  19. 19. CAC vs. LTV $1000 (flat rate) (x) Years subscribed (x) # schools (x) (1-churn) CAC LTV Free trial Channels Strategic partnerships Information-provider
  20. 20. HOW DO WE MAKE $$$ 2nd+ 3rd tier boarding schools Chinese parents - Trust the recommendations TABS/NAIS/ top-tier boarding schools - Willing to pay between $5000-$15000 for a service to make their child look better -pricing makes all the difference - D>S - We make our service seamlessly integrate into their existing CRM system we make their lives easier - How do we prove ourselves? - How do we make ourselves known? Bridge this gap by becoming: - Industry experts - Data/reports aggregators - Info creators/providers
  21. 21. HOW DO WE MAKE $$$ Is this just a 60-day business? NO The fee-based revenue model is most concentrated during app season BUT There’s a preparation phase, and an aspiration phase that spans the entire educational career of a Chinese student educational loyalty cards?
  22. 22. Key Partners Key Activities Value Prop Verified aptitude Relationships Customer Segm. Get: Free; Self-service Keep: Proven reliability Grow: Mercersburg Industry std. + network effect Vetted applicants Fraud reduction Key Resources Enhance child’s chance to enter schools Application differentiation and visibility it’s required! Cost Structure DAY4 ??? Channels Phone call In-person meeting NAIS/TABS/IEOC Uninformed E Chinese Admissions teams Parents Edu. Consultants Chinese schools Revenue Streams Annual subscription ? Assessment fee Registration fees Late fees / Report fees
  23. 23. Key Partners NAIS Key Activities maintain secure verification system TABS Value Prop Verified aptitude Relationships Vetted applicants Content mngmt. IECA Marketing/selli ng Fraud reduction Key Resources Tech licensing Diagnostic content Application differentiation and visibility it’s required! software DAY Licensing, data storage, staffers,5 sales team Cost Structure Customer Segm. Get: Free; Self-service Keep: Proven reliability Grow: Industry std. + network effect Get: Required Keep: It’s all #’s Grow: awareness Mercersburg Channels Phone call In-person meeting NAIS/TABS/ IECA Admissions teams Edu. Consultants Chinese schools Revenue Streams Seasonal subscription Uninformed Chinese Parents Assessment fee Registration fees Late fees / Report fees
  24. 24. Key Partners NAIS Key Activities maintain secure verification system TABS Value Prop Verified aptitude Relationships Vetted applicants Content mngmt. IECA Marketing/selli ng Fraud reduction Key Resources Tech licensing Diagnostic content Application differentiation and visibility it’s required! software Cost Structure Licensing, data storage, staffers, sales team Customer Segm. Get: Free; Self-service Keep: Proven reliability Grow: Industry std. + network effect Get: Required Keep: It’s all #’s Grow: awareness Mercersburg Channels Phone call In-person meeting NAIS/TABS/ IECA Admissions teams Edu. Consultants Chinese schools Revenue Streams Seasonal subscription Uninformed Chinese Parents Assessment fee Registration fees Late fees / Report fees
  25. 25. NEXT STEPS- it’s all about relationships US schools Applicant profile Student profile i-ply ($) Identification authentication test students Application CRM ($) Identification authentication test ($) Reports Educational consultants
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