A complete business Plan!!

1. Yo! English
An Entrepreneurial venture by
Manisha Srivastava

3. About the Company
.
 E-tech start-up in the area of language learning
 Aims to provide a personalized and adaptive learning path for
every learner powered by world-leading AI and NPL technology.
 Designed to bridge the gap for English learners through mobile
apps. The platform offers assistance in English language
acquisition through local languages

4. Vision and Mission Statement
 To Be the most used and recommended app in language learning by 2021
Company Vision
Company Mission
 To bring quality English language to every house by reaching people
across the globe in their own vernacular languages

5. Market Analysis
English Speaking population- 10% or
125 million
Proficient speakers- 2%
Mediocre speakers- 8%
English is the Lingua Franca for the
1.2 billion people of India
Sharp rise in English Proficiency test,
like IELTS and TOEFL.
Good Score- 7 Band scale
Average Indian Score- 5.9 Band
scale.

7. Opportunity
 Indian Online Education Market-
Estimated at 1.96billion by 2021
with 9.6 million users.
Online Language learning is
growing at the rate of 42% CAGR
In this dynamic environment,
Language learning apps will be
active catalyst to facilitate this
lingual transition and we at YO!
English seek to capitalise on this
opportunity.

8.  Digitization of textbooks.
 Rapid increase & growth of tablets and
smartphones
 Interactive learning is preferred by today’s
learners augmented reality, Virtual reality
and gamification.
 Customers show a preference towards light
content on- the- go mobile applications
Market Trends

9.  Propensity to pay for language learning
will remain low
 Connectivity
 Technology Keeps on changing.
 High Availability of free content
Key Constraints

10. Demographic
Age – 16years to 44 years
Gender-Male and Female
Education level- under grads and
post grads
Professional- Any professional
Psychographic
Undecided specialists
students
Behavioral
Benefits Sought :Convenience,
Flexibility, Personalisation and
cheap
Key customer
characteristics
Potential Customers
Geographic
Metro
Tier1 and Tier2

11. Product Description
This platform can be accessed either
through web application or Via App in
android and iOS stores on mobile
device.
 Freemium Model- with limited features
Subscription Model- Adaptive,
customized learning with all features
and Services

12. Product Features
Freemium Model:
 No subscription fees for the tutorials
 Lessons adapt to the users learning style.
 Language Proficiency assessment Test.
 Exercises are tailored to help the users learn
and review
 Gamified learning system of the app helps
you learn English

13. Subscription Model
 Basic freemium features.
 Offers users ad-free lessons and offline
access for a month who want to practice
while travelling or without a stable Wi-Fi
connection.
 Language certification through British
Council
Product Features

14. Lessons adapt to the users learning
style.
Language Proficiency assessment exam
With its Subscription model It is Flexible
: Anytime anywhere.
Language certification service with
subscription model
Value Preposition

15. Positioning Strategy
Our aim at Yo English is to become
synonymous with the phrase Learning is fun
by leaving a long-lasting imprint of the brand
on the customers minds
Lets Learn The English With Fun Using
Yo English!!
With Fun!!!

16. Strengths:
• Personalized and
Adaptive Sessions
• Flexible
• Low priced
• Unlimited number of
Learners can be trained
Weakness:
• Less control over learners
• New to market
• Less funding
• Lack of patent
Opportunities:
• Online learning is growing
at rate of 64%
• E-learning possible on laptops.
Mobile and tablets
• Growing technologies such as
AI, Virtual reality, and
augmented reality
Threats:
• Fast changes in technology
• Increased competition
SWOT ANALYSIS

17. Company
Number of
users
Area
covered
Available In
DUOLINGO 200mn World wide Multilingual
Hello
English
15mn World wide
22
Languages
Memrise -
World wide
Multilingual
Babbel -
World wide Multilingual
Competition Analysis

18. Pricing Strategy
Prices are kept low for subscription model to
minimize adoption friction, grow quickly, and
then move up-market after developing broad
adoption.

19. Budgeting Plan
Cost Break up Annual Numbers 2017-18 Annual Numbers 2018-2019
App Development cost 85000 85000 20000 20000
Content Development cost 300000 300000 100000 100000
Cloud Storage: 10,000 (100TB)*12 1,20,000 1,20,000 1,20,000
Infrastructure Costs 25000*12 300000 3,60,000 3,60,000
Logistics and Facility cost 2,00,000 200000 2,50,000 2,50,000
Counsellor 8000*12 96000 9000*12 1,08,000
Media 8000 *12 96000 96000 96000
Misc 1500*12 18000 2000*12 24000
Operation and Admin Manager 25000*12 3,00,000 30,000*12 3,60,000
Marketing And Promotional cost 4,00,000 4,00,000 6,00,000 8,00,000
Total 19,15,000 22,38,000

20. FY 2018-19 FY 2019-20
IF each unit cost (Rs) 400/- 450/-
Number of Subscription for
break even in a year(Units)
4787.5 4973.33
Total cost(Rs)
19,15,000 22,38,000
Projected units to be sold in
year(units)
5000 10000
Revenue for year(Rs) 20,00,000 45,00,000
Profit Incurred in a year(Rs) 85000 22,62,000
% profit 4.4% 101.07%
Financial Projection

21. YEAR QUARTER PERIOD
PROJ
Revenue
PROJ VAL
Rs
Growth
Quarter-
wise
Year 1
Q1 JAN - MAR -
- -
Q2 APR-JUN 20% 400000 -
Q3 JULY-SEP 30% 600000 -
Q4 OCT-DEC 50% 1000000 -
Year 2
Q1 JAN - MAR 25% 1125000 -
Q2 APR-JUN 25% 1125000 181.25%
Q3 JULY-SEP 25% 1125000 87.5%
Q4 OCT-DEC 25% 1125000 12.5%
Financial Projection

22. • Estimated initial Capital Requirement- Rs. 10
lacs.
• Self-funded by the founders and co-founders:
60%
• Funded by angel investors : 40%
• Initial capital to be used in optimum ways to
cover costs.

23. Go To Market Plan
Pre Launch :
• Company website
• Blog
• Social Media Channels : Facebook, Twitter, Pinterest, Instagram,
LinkedIn
• Creating a demo/promo video and leveraging website with app
download feature.
•
Post Launch :
• Inbound : SEO, PPC, Content Marketing, WOM, E-mail Marketing
• Outbound : Adverts, Affiliate marketing, videos
• Channel-Partners : Individuals and Institutional
• Referrals and Recommendations

24. App Stores/Recommandation Sites
Yo English app pre-installed on a handset
Specialist Press: Reviewing app through
professionals
Ad Networks: Useful for driving traffic to a
particular place
Create a Mobile Web Version of App
Sales and Distribution
Channels

25.  Revenue would be generated through content
translation by the users for which corporate's
would pay Yo English.
 Pay as you go model.
 Subscription model.
 Freemium model that allows multiple purchases.
 Advertising on freemium apps.
 Video advertising
Revenue Sources

26. Features
Sprint 1: Jan 2 – Jan
17
Sprint 2: Jan 18 –
Feb 1
Sprint 3: Feb 2 – Feb
16
Sprint 4: Feb 17 – March 3
Goals Understand User Persona
Cost Analysis:
Freemium Model and
Cost Break -Up
Introduction of App and
website in the Ecosystem
Planning
Completion of First
round of analysis and
Design
Continuous Adaptive
learning:
Planning version 2 based on learnings
Content
Development
Marketing
Create Cohort groups and Create
Customer Value Proposition
STP implementation Go To Market
Roll-out of Yo
English
Market Research
with Prototype,
Create and Learn
Build and Test MVP
Cloud Support and
OS Support
Release MVP to Control
Group
Product Build Sprint Plan

27. Features Sprint 5: Mar 4 – Mar
18
Sprint 6: Mar 19 – Apr 2 Sprint 7: Apr 3 2 –
Apr 17
Sprint 8: Apr18 –
May2
Goals Subscription Model with ad-free lessons and
offline access
Gamified learning
system of app
Language
certification
through British
Council
Planning Content Review along-with UI/UX updates by Content, Tech, and Design Team
Marketing Promotion Strategies, Digital Marketing, Online and Offline Reach, Branding, Advertising, SEO
Plan etc.
Roll–out of
Yo English
Build and Test Subscription Model
Product Build Sprint Plan

28. content Development and Brand
Awareness Program – Q1 2018
Website and App Launch
along with Tech Support
Portal and Customer Service
– Q2 2018 Subscription Model with ad-free
lessons and offline access-Q3
Language certification through British Council-Q4
Expansion in foreign markets-Q1 2019
Roadmap

29. Content Development TEAM:
Highly Experienced Professional for developing Yo! English
content
Technical Team:
Tech Smart Team to facilitate and enable technology in App
development.
Design and Media Team:
Creative team to add audio- visual, content structure. Also, in
advertising and campaigning.
Operations Team:
Oversee the operations of company
Organizational Structure