Go to market strategy for a tablet based educational product
A Go to Market strategyoverview for a Tablet based education platform
Products That can be designed for Electronic Format USB based education product. SD card based product for tablets CD/DVD based product for computers/laptops Tablet based product Free test package of 12 tests : o This product will be created from the existing Product o This product will be given to students who refer additional students o This product can also be given to students who achieve a level of forum participation Free 52 weekly Mailers/Study circle : o This product will be created from product being sold in other formats. o This product will not be sold separately but only available to existing customers o This product will help students study in a disciplined time bound manner o This product will have weekly goals and targets for people to complete the course Forums : Forum will be a separate product which will aim at o Forming student communities and study groups based on Similar scores and rankings Similar problems being faced by students A place to come and discuss issues A place to come and seek help o Forum will have both students and teachers as contributors The teachers will administrate the forum Students will become moderators after achieving a level of score o Levels of users in a forum User : Simple student who wants guidance Verified user : Users who have bought the product Super users : Users who are verified users, but also help other users Olympians : Users who excel in problem solving and have subject command Wizards : Users who are teachers Moderators : Senior forum members and help with administration Staff : Staff will look at technical problems on a forum Site Admin PAYMENTS& Pricing We have to look for additional avenues if we can convert the payment to EMI payments. o All major websites offer EMI payments in Tie-up with credit cards. o Most retailers now accept Credit Cards, with EMI facility. In case the retailer doesn’t have EMI, he can still earn money by recommending the customer to us, where we sell the product on EMI, and retailer gets a referral fees, which is lower than his direct cut. A virtual trial section on the website where customer can try out the product as many times as he wants for free. GO To Market strategy
Go to Market strategy will be launched in 3 stages o Phase I – Cover 15 cities and have one staff and one distributor placed in each city. Selection of city will be from Tier II city group, based on Population Number of IIT aspirants and selections every year Non-Metro Cities without IITS Sales of 200 PAD units per city per month by year end Sales of 600 other units per city per month by year end Staff will cover Schools and Influential teachers Distributors Coaching centres Time line to complete this is one year from start. Local advertisements in newspapers for brand building, with testimonials. Full website activation with forum support Launch of affiliate network to support sales from own website. 2 hoardingsX 15 cities at key student locations. o Phase II – This will cover E-commerce chains : Accounts setup and supply Retail Chains : availability in retail stores all across india 15 additional cities including metros Place 2 staff members and 2 distributors in all the metros National Brand Building campaigns to support the effort Opening direct marketing channels Timeline to complete this is two years from start Sales of 1000 PAD units per month from all channels by end of year Sales of 3000 other units from all channels by end of year. Launch a youtube channel Work on traffic and customer acquisition for website o Phase III – This will cover A national Branding campaign on larger scale Opening up the market for all cities. Should reach 50 cities. Ensuring Sales of 2000 PAD units per month from all channels 6000 other units per month by end of year. Consolidating relationships Efficiency drives, cost optimization, channel efficiency Dealership training programs Customer outreach programs on a regular basis, events Scoping international markets Additional products around MBA and other entrance exams. COST FactorsFollowing will be the cost elements in each phaseCost Heads Phase I Phase II Phase IIIBD salary 5 lakhs per month= 60 12 lakhs per month 17 lakhs per month
LPAHoardings 1LPAx15=15 LPA Open OpenTravel 10LPA Open OpenNews Paper ADS 15 cities 50 LPA Open OpenLocal Events and JEE 20 LPAGuidance SeminarsWHS & Logistics 10 LPALocation Office & admin None- Work from HomeTotal 1.65 croreStaff Breakup for business development Phase I Phase II Phase IIIBD AsstMgr 15= 15 cities 35=25+10= 25 cities + 5 55 = 45+10= 45 cities+ 5 metros metrosBD Manager 5= 1 per 3 cities 13=8+5= 1 per 3 cities + 1 20= 15+5= 1 per 3 cities + each metro 1 each metroSr BD manager 2 = each per region 4 = each per region 4 = each per regionTotal 22 52 79Staff BreakupShipping and operations Phase I Phase II Phase IIIWarehouse AsstMgr 1 1Warehouse Mgr 1 1 1Warehouse exec 2 3 5Warehouse Acc 1 1Total 3 8 11Assumptions: Hoardings and advertisements will be a seasonal feature and done intermittently All figures are for the start of next year..and therefore for the current year will be amortized. Salary for AM= 15kpm, BDM= 25 KMP, SM = 40KPM Freebies and cash discounts are not a part of this calculations as they are variable.Sales projections by closing of each phase Phase I- Phase II Phase IIIPAD 200X12= 2,400 per year 1000 X12= 12,000 per 2000x12= 24,000 per yr yearDVD 400 X12 = 4,800 per year 2000 X 12 = 24,000 per 4000 X 12= 48,000 per yr yearUSB/SD 200 X 12 = 2,400 per year 1000 X 12 = 12,000 per 2000 X 12 = 24,000 per yr. year
Phase I Sales will grow due to the new and fresh nature of the product Product will be popular amongst early adapters New ContentPhase II Sales will grow because of Additional channels being opened up Branding exercises taking effect, along with word of mouth, and success stories Prices will come down for the tablets, making product cheaper and accessiblePhase III Competition will drive prices further down propelling sales Established position in the market will drive pull sales. Branding Exercises Even More easier availability. Growth will slow in percentage terms because of Higher previous year base and competition eating away at the share.Assumptions Figures to be achieved by end of the year. The actual response to product may differ, and the sales mix may vary. Marketing Strategy for the First YearCustomer marketing Newspaper advertising for brand building Hoardings at 2 student facing key locations in each of the 15 cities Initial inaugural offers: cash discount on the product Referral freebie : Recommend to friends, if they buy, you get 12 tests worth XX rupees Additional freebie: Verified User status on forums, study circle newsletter for planning, access to special areas on the website.Dealerships Turnover discounts on reaching targets: get additional devices. Bulk Firm purchase discounts : Get additional devices Introduce a dealer discount: Introduce us a dealer in the next city, and get XX stocks free. 1 free Trial device on first confirmed orderOpinion Makers 45 Trial devices on lease in 15 cities to highly regarded opinion makers, IIT toppers, teachers etc. Special conferences and symposiums for users where these teachers get to speak etc.
Referral fees. Each teacher has a special code, and for sales happening via that code, a special fees goes to the teacher. Online Support & Information Offline Online Sales Points of & Advt. Sale Customer Online Franchisee community network Schools and opinion makers Marketing Activities Events on how to prepare for JEE, counselling sessions with the following aims o Showcasing the product. o Reaching out to students o Creating news for local media and public relations o Creating a Buzz and word of Mouth Publicity o Presence in school annual festivals, local events via a stall etc. Advertisements o Newspapers o Hoardings Customer outreach programs o By placing product as school prizes etc. o By running a mock test, and the winner gets product for free etc. Dealer Programs o For top performing dealers etc. Dealer Setup, terms and conditionsMost of the terms and conditions would be standard; however these will be looked at in special cases
Partnership in advertising. Sales support/ business development support Support in getting additional dealers from neighbouring towns. Use of office space for meetings by our Business development Staff Commitment on marketing activities by dealer on his level in retail outlets/ Point of sales. Turnover discounts, but value to be given in free products rather than cash discounts. Role of business development One business development person will be attached with each dealer and cover the city and adjoining areas to further business. He will cover at least 100 kilometres of Radius from the city he is based in. This person will manage dealer relationship o The dealer is putting in effort o Iron out issues that the dealer might face with respect to product. This person will be the Go-To Guy in the City ensuring o Building Direct relationships with Coaching institutes, opinion makers, schools presenting the product, creating awareness o Conduct events, negotiate local advertisements, and directly push products o Keep an eye on competition sales, and provide direct market feedback. o Act as a liaison for other departments in the geography. o Attend business queries, bulk queries institutional sales, etc.THE ORG STRUCTURE CEO Product Marketing HR Finance Operations Technology Development Web Business Operations Development B2B / Category Franchisee Strategy SEO/SEM UI & UX Strategy Corporate management Ops Sales