1. iStudy-China
Shuni Lou, Anisha Murarka, Mikhail Shalygin & Potter Weng

2. Agenda
Approach
•Assessment
•Research
Diagnosis
•Questions to
Answer
•iStudy Analysis
Analysis
•Demographic
•Competition
•Survey
Solution
•Recommendation
•Q & A Period

3. Approach
How we formulated our final answer.

4. Assessment & Research
A S S E S S M E N T
• Strategic analysis of
company
• Value Proposition
• Industry
• Demographic
R E S E A R C H
• Database
• Demographic & Market Growth
• Internet
• Demographic & Competition
• Network
• Testimonials &Market Desires

5. The Questions
What we were asked to answer

6. Industry Analysis
What agencies do you choose to help
you study abroad?
What agencies (both in China and
other countries) are you familiar with?
Globally, what are some of the big agencies
providing services to students looking to
study in China? How do they operate and
what are their characteristics?
What recommendations and advice
do you have to those agencies? How
can agencies be more popular?
What recommendations and advice
do you have on iStudy? What do you
want iStudy to improve most?
What do you think is inconvenient in
terms of studying and living in China?
What do you want to improve and
change the most?

7. iStudy’s Current Situation
A Diagnosis

8. Industry Analysis
THREAT OF NEW ENTRANTS: LOW
Demand Decreasing
Not Easy to organize or finance
BARGAINING POWER OF BUYERS: HIGH
Several options & channels
Easy access
Easy to do on your own
BARGAINING POWER OF SUPPLIERS: HIGH
University’s Outreach offices
International School Partnership
Internet Agency extra expense
THREAT OF SUBSTITUTES: HIGH
Well established agencies
Word of Mouth, Campus Recruiters, non-
Internet Agencies, Social Media
R I V A L R Y :
H I G H

9. Company Analysis
S T R E N G T H S
Simple Interface
Offers several non-
education options
Cost to run the
company
WE A K N E S S E S
Few testimonials
Small selection of
universities and
courses
Not user friendly for
non-English
O P P O R T U N I T I E S
Market capability
not being realized:
80% Asia
Network with
Chinese Schools
starting
International
Programs
T H R E A T S
Developed internet
agencies
Not required for
outreach
Other foreign
markets with better
accessibility

10. The Demographic
Who is the customer?

11. Who is Studying
South Korea,
25.88%
United
States, 9.95%
Thailand,
8.76%Russia,
7.08%
Japan,
6.19%
Indonesia,
5.63%
India, 5.58%
Pakistan,
5.49%
Kazakhstan,
4.84%
France,
4.41%
Vietnam,
4.38%
Germany,
3.37%
Mongolia,
3.26%
Malaysia,
2.73%
United
Kingdom,
2.43%

12. Where are Students Studying
74342
55911
25720
23209 22190 21298 21010
17896 15839
12056
Sites
#1
Beijing
74342 Students
#2
Shanghai
55911 Students
#3
Tianjin
25720 Students

13. What are they studying
#1
HUMANITIES
(CHINESE
LANGUAGE)
205K Students
#2
BUSINESS
&
MANAGEMENT
50K Students
#3
HEALTH
PROFESSIONS
49K Students
#4
ENGINEERING
27K Students
#5
SOCIAL
SCIENCES
&
EDUCATION
13K Students
#6
FINE &
APPLIED
ARTS
5K Students
#7
MATHEMATICS
& COMPUTER
SCIENCE
3K Students

14. How are they Studying
Chinese
Government
Scholarship
10%
Self Funding
90%
SOURCE OF FUNDING
35876
12114
164394
212660
42405
14319
182740
212660
Master Degree PhD Degree Total Degree
Programs
Non-Degree
Program
LEVEL OF STUDY
Current Students Projected Growth

15. The Competition
Who are the rivals?

16. #1 - CUCAS
“In terms of price CUCAS is far and away the best option… I was also touched by how
genuinely nice and concerned the CUCAS staff were”
– Tanner Green, United States of America
I N FORMATIVE E XTRA SE RVI CE S USE R FRI E N DLY

17. #2 – StudyAbroad 101
“Abroad101 is committed to expanding access to study abroad for all students and is providing scholarship
opportunities every month for students to expand their horizons.”
– Be Strong in China: Study Abroad 101 Blog Post
RE VI E WS &
TE STI MONIALS
NON -DE GRE E
PROG RAM FOCUSE D

18. #3 – Study in China
MORE PROGRAMS
OFFERED
MORE SCOLARSHIP
OPPORTUNITIES

19. The Survey
What do real students want?

20. Who is Studying
USA, 50%
Russia, 8%
India, 8%
Thailand,
4%
Japan, 4%
Phillipines, 4%
South
Korea,
4%
Dominican
Rep, 4%
Argentina, 4%
Mongolia, 4%
Laos, 4%

21. How Students found China
Exhibition fair Search Engine Poster Sister School Word of Mouth University Website

22. Why Students Chose China
My parents
moved here
I used to live
here, and
wanted to
come back
Travel is easy China is close to
my home
country
Chinese
Language
Inexpensive I was given a
scholarship
I like china I wanted to
study my field in
China

23. What Students Struggled With
Learning/Speaking Chinese
Ordering Food/Eating
Transportation
Mobile Communications
VPN/Internet
Traveling Inside China
Medical Care/Insurance
Personal Finances
Postal Service
Traveling Outside China
Housing

24. What Services Students Want
Personal Safety
Postal Service
Travel Agent
Insurance
Transporation
Food Ordering
Personal Finances
Mobile Plan
Translating
Internet/VPN
Housing

25. Our Recommendation
What our Analysis tells us.

26. What iStudy Currently Has
M I N I M A L
E X P E R I E N C E
&
R E S O U R C E S
M I N I M A L
B A R G A I N I N G
P O WE R
L A R G E
M A R K E T
wi t h
G R O WT H
P O T E N T I A L
C O M M E R C E
C H A N N E L S
&
S E R V I C E S

27. What iStudy Needs
A C T I V E B L O G
• News updates
• Testimonials
• Engagement
U N I V E R S I T Y
P A R T N E R S H I P S
• New universities
• Developing int’l programs
D E S I R E D S E R V I C E S
• Chinese Language
• Housing, Food ordering,
VPN, Translating, Mobile
H A R N E S S A M E R I C A S
• Courses in English
• Applicable education to
home country

28. Questions?
Thank you for your time.