An analysis of how to enter a new market segment for edutech company

1. Pathshala
By Anubhuti Pandey

2. Goal
To enter the new market segment i.e. Schools

3. Objective
To get 10,000 registrations in the year 2018-2019

4. 1,2,3… yeah!! – Numbers – The game changer
Painful but
rewarding..
▪ Timeline of objectives
▪ Number of schools to be gauged
/Number of students to be part ofTarget
Group
▪ Determine the revenue and marketing
budget
▪ And yes the profit

5. Some protocols !
On the basis of strategies to be followed , our
target number is divided in ‘Chunk 1’ and ‘Chunk 2’
‘Chunk 1’ is attributed to
months : July, August,
September, October,
December, January,
February and March
Let’s call these months as
‘River Months’
‘Chunk 2’ is attributed to
months : November,
April, May and June
Let’s call these months as
‘Ocean Months’

6. Timeline of objectives
Months(2018-2019) Number of
registrations
July 640
August 640
September 640
October 640
December 640
January 640
February 640
March 640
Total* 5120
Ahha !! the
remaining
4880
is safe here
And is segregated
on the basis of
marketing
strategies for the
corresponding
groups of months
Months (2018-
2019)
Number of
registrations
November 800
April 1300
May 1420
June 1360
Total** 4880
Yeah..
Total* +Total **
= 10000

7. Number of Schools and Students to be
gauged in Delhi
Standard Number of students
IXth 174000
Xth 174000
XIth 174000
XIIth 174000
Total 696000
Working Note :
Total no. students who appeared for board exams in 2017-2018
(CBSE+ ICSE) : 348000
Assuming equal no of students in Class Xth and XIIth
Class Xth : 174000
Class XIIth(drop outs +Newbies ignored) : 174000
Ignoring the drop outs and putting the same in other two classes
Class IXth : 174000
Class XIth : 174000
Number of senior
secondary
schools : 732

8. Determining the revenue and marketing
budget
Number of registrations 5120
Avg price of the courses** Rs 4499
Revenue Rs 2,30,34,880
Approx. Revenue Rs 23M
Referring slide 6, desired number of registrations 10000 was segregated in two
chunks on the basis of strategies*
Chunk 1
Chunk 2
Number of registration 4880
Avg price of the courses* Rs 2999
Revenue Rs 1,46,35,120
Approx. Revenue Rs 14.6M
• *Stay Calm !! -The strategies to be discussed later in the slides
• **As given on the company’s website
Expected revenue = Rs 37.6 M

9. Contd..
Chunk 1 Chunk 2@Digital Marketing
Conversion rate (Leads to
sales)* 4%
Number of sales
(registrations) 5120
Number of Leads to be
generated @ 4%
conversion rate 1,28,000
Cost per lead (CPL)* Rs 180
Cost incurred in generating
112000 leads Rs 2,30,40,000
Approx. cost Rs 23 M
Setting digital marketing budget
Conversion rate (Leads to
sales)* 4%
Number of sales**
(registration) 600
Number of Leads to be
generated @ 4% conversion
rate 15,000
Cost per lead (CPL)* Rs 120
Cost incurred in generating
15000 leads Rs 18,00,000
Approx. cost Rs 1.8 M
*As per the industry data and stats
**The remaining registrations 10000-5080=4920 to be ascertained throughATL and BTL activities
Digital
marketing
budget =
cost of
Chunk 1
+Chunk 2=
24.8 M
~Rs
25M

10. Contd..
Keeping Delhi (referring slide 7) as the centre forATL and BTL activities, calculating
the budgets for one month as
Setting ATL + BTL marketing budget
Number of schools 732
Number of selected schools 200
Number of students in selected schools 2,00,000
Required no of registrations/month 1070
Number of schools to be visited/day 10
Required number of teams 2
Cost @teams+workshops Rs 8,00,000
Cost @ Coachings+RWAs +marketing collaterals* Rs 15,00,000
Numbers of coachings and RWAs to be targeted can be discussed FTF
ATL +BTL budget =
4(800000+1500000)
=2300000 = 9.2 M
~Rs 9M
Why 4 ? Because we
will be doing ATL
+BTL activities for 4
segregated months,
refer slide 5 and 6

11. Profit
YooHoo !! …while doing all this we will make a profit of
Revenue – marketing spend = 37.6 M – (25M+9M)
= Rs 3.6 M
Bingo !!

12. After numbers/framework, execution mode on
Referring slide no 6, we would divide our Action Plan into two timelines
From July to March (excluding
Nov)
Focus on digital marketing
activities only !
November, April, May and June
We would go in the market with all three – Digital+ BTL+ATL
Because in April, May and June,
with the beginning of new
session, the pressure of books is
less and the time is right to
explore new learning avenues.
November is the month to
celebrate “ Children’s day” and
we can strike the chord with
parents to gift their kid with
new learning horizon !

13. Execution mode: Defining target group
Target group
• 14 – 18 yearsAge of TG
• Parents of kids in the age group of 14-18
years
• Parents in Corporate jobs
Decision
maker/Influencer
• Rich class
• Upper Middle Class
• Lower Middle Class
Income level
• Tier 1 cities
• Tier 2 cities
Dwellers

14. Executions mode : Platform to be used
SEM and SMO (Digital
marketing)
Workshops @ Schools and
Coaching institutes
RWAs visit to tap decision
makers/influencers

15. Time to wear creative cap
BRAND POSITIONING
At the outset , we will have to always position our product as
complimentary to school programs/ curriculum , this is the best way to
enter our target segment

16. A landing page/microsite
designed for ‘River Months’
wherein we will discuss the
courses from the company
and how it can make school
students more competent
to face the world outside
school
We will place our lead
generation ads on Google
search engine, Google
display network and social
media (Facebook,Instagram
andYouTube) with different
copies but the central theme
will be
#BcozItsMoreThanMarks
On Google search and
display, apart from
advertising on direct
keywords, we will use
keywords* of
competition like “ explain
Pythagorean theorem”
and showcase our ads on
SERPs and display
website
We will make videos on how a
student can be more
competent with courses from
the company and outrace
others revolving around our
central theme
#BcozItsMoreThanMarks
Creative cap paves Campaigns
#BcozItsMoreThanMarks
*The landing pages, Ads, keywords, CTR and CPC etc. should be dealt separately, may be we can discuss the same in FTF

17. We will target the decision
makers/Influencers too i.e.
Parents with ads that
speaks on how their kids
can excel in real world with
courses from the company
Sample ads could be “You
know the future is all about
Python, make your kid
future ready”
These ads will lead*
them(Influencers and
DirectTG) to the landing
page and hence get them
converted to leads
We target to generate
5120 registrations in 8
months through this
campaign
Creative cap paves Campaigns
#BcozItsMoreThanMarks
*The detailed customer journey/ funnel should be dealt separately, may be we can discuss the same in FTF

18. Creative cap paves Campaigns
#BeFutureReady
In November (one of the ocean
months), we would reach decision
makers/influencers(Parents)
through digital marketing
And our target group (students)
throughATL +BTL activities
We target to get 800 registrations
in this month, we have selected this
month because of 14th Nov, as we
can entice Parents to get their kids
registered for the courses on the
pretext of Children’s Day

19. Creative cap paves Campaigns
#BeFutureReady
A landing page/microsite designed
for ‘Ocean Months’ wherein we will
discuss the courses from the
company and also state that on the
occasion of Children’s Day, get the
courses at the discounted rate of Rs.
2999 (refer slide 8)
Sample Ads would look like ‘We help
you in making your kids future ready.
Get the futuristic course @ 2999
only.’ #BeFutureReady
We would entice Parents to give their
kids something real to survive the
competition instead of other
expensive commodities like game
stations etc

20. Creative cap paves Campaigns
#BeFutureReady
We would visit schools and
coaching institutes to
demonstrate the need and
advantages of the courses
from the company
We may conduct
contest/competition in the
school and the winner gets
one course free with one
paid course
We would visit 10 schools/
day and need to generate
55 registrations/day
*More BTL details to be dealt separately, may be we can discuss the same in FTF

21. Creative cap paves Campaigns
#CourseTheCoarse
A landing page/microsite designed for
‘Ocean Months’ wherein we will discuss
the courses from the company and also
state that if one can utilize summer
vacation to learn some above the edge
courses, he/she will be above others and
also to beat the heat we are providing the
courses at the discounted rate of Rs. 2999
SampleAds would like summer
vacation may lure you to enjoy but
#CourseTheCoarse and get into
learning new courses
Through various pull marketing
forces we would make sure to
make the students and their
parents that summer vacation is
the apt time to learn something
new (specially folks joining Class
IXth and Xith)

22. Creative cap paves Campaigns
#CourseTheCoarse
We need to visit
school/coaching institute to
spread awareness among
students as well as RWAs to
influence parents and make
them understand -----
----that summer vacation is
the apt time to buy such
ahead of the time courses
And especially when we are
offering the courses at the
discounted rates
We need to visit 8 schools
and 2 RWAs/day and need
to generate 55
registrations/day

23. Planning Premises
▪ Year for the project is taken as 2018-2019
▪ For BTL and ATL activities , Delhi is taken as the highest internet
penetrated cities out of Delhi, Mumbai and Chennai on the
assumption that we must be drawing highest website traffic from
this city. (Nevertheless, sheets with calculations on students for
Mumbai and Chennai are also attached.)
▪ FIT and CIT are the two optional subjects for Class IXth and Xth under
CBSE syllabus, these subjects cover web development languages
such as HTML and CSS.We can pitch our web development language
course to them enticing them to learn more or atleast we know that
the students are aware of the importance of these courses.

24. References
▪ http://trak.in/tags/business/2014/11/05/internet-users-india-kolkata-bangalore-mumbai/ -
Internet penetration
▪ https://timesofindia.indiatimes.com/home/education/news/cbse-class-10-12-board-exams-
begin-on-march-5-more-than-28-lakh-students-to-appear/articleshow/63170148.cms -
Number of students in Delhi
▪ https://www.indiatoday.in/education-today/news/story/cbse-leads-the-boards-with-
maximum-examinees-240719-2015-02-17 - Number of students in Mumbai
▪ https://www.deccanchronicle.com/nation/current-affairs/010318/chennai-over-27-lakh-
students-to-write-cbse-class-10-12-exams.html - Number of students in Chennai
▪ https://timesofindia.indiatimes.com/city/chennai/ICSE-and-ISC-results-2016-Chennai-
Coimbatore-students-are-state-level-toppers/articleshow/52152707.cms - Number of
students from Chennai icse
▪ Number of Schools in Delhi,Mumbai and Chennai
▪ https://targetstudy.com/school/senior-secondary-schools-in-delhi.html
https://targetstudy.com/school/senior-secondary-schools-in-
mumbai.htmlhttps://targetstudy.com/school/senior-secondary-schools-in-chennai.html