This is a very basic sales plan for launching a new product. Generally it gets very messy after a few meeting with clients.

1. Long term sales
action plan for
XYZ education
product.
By: Vikas Vashishta
Consulting

2. An Overview:
Phase 1: Understand the market & identify the pain.
Phase 2: build a innovative and trust worthy solution.
Phase 3: Test the solution in real time (deploy the XYZ in
at least 10 to 15 schools).
Phase 4: Do the rework, cultivate a trust in customer.
Phase 5: Test it in broader range (test in all type of cities,
education boards and with at least 50 schools) and
create a brand positioning.
Phase 5: let our user become our advocate.
Phase 6: Get ready for the mass adoption.
Phase 7: Create the huge demand in market.
Phase 8: Capture the market in mass.

3. FY 16-17
First year of XYZ school module launch:
Phase 1: Understand the market & identify the
pain.
Phase 2: build a innovative and trust worthy
solution.
Phase 3: Test the solution in real time (deploy
the XYZ in at least 10 to 15 schools).

4. Sales & Marketing
Plan For XYZ
School Module for
academic year

5. Objective: NOT JUST SALES
To understand the hidden
challenges, product
deployment cycle in schools
and engagement cycle of each
stake holder so that next year
we can plan for a rapid
expansion.

6. Key stake holders & Value
Proposition
Students: Will be able to devote their time and
energy in more structure manner to claim the
success in the most optimal manner.
Parents: One of the most benefited segment,
would be able to understand the capabilities and
area of improvement of the ward in depth and in
timely manner.
Schools: Each level of participant i.e. Teacher,
HOD, principle, director etc would be able to take
more informed decision to perform their task in
better manner.

7. Positioning Statement
Learn how to learn
Student: Discover and unleash your hidden
talent and learn how to ace your downside with
a systematic study approach and ensure the
success is yours.
Parents: Every child is different so need to be
treated differently. Learn how to understand your
child’s talent and needs better.
School: Learn how to make more informed
decision and how to ensure the 360 degree

8. Psychology of key stake
holders
Students-The end user the product-will follow
the instruction given by school.
Parents-The end user of our product-if trusted
our values, can build pressure on schools.
Schools-The delivery channel of the product-
generally follow “what is for me in it?”
approach.

9. Market Segmentation
Public Schools
50%
Private
Schools with
no or
ineffective
computer labs
33%
Private
Schools with
effective
computer labs
17%
Students Distribution

10. Setting priorities
1. Private schools with effective computer labs:
Our most preferred and ready to buy segment.
Only this segment will be targeted for initial 1or 2
years.
2. Private schools with NO or Ineffective computer
labs: This segment may need an extra effort
from our side to address their basic
infrastructure challenges. We will approach this
segment with bundled product. (Lenovo and
Airtel would not mind giving us some discount if
we commit good numbers)
3. Public Schools: Once we attained some first
hand experience with private schools, we will

11. Setting Target: Overview
 Test the product with as many
variations as possible. (city,
education boards, school types etc.)
 At least 12 schools, 6 cities and 6
education boards.
 Ensure the quality services and
support.

12. Setting Target: In Action
FIITJEE Associated schools: 67 schools in 25
cities
FIITJEE World School: S.S.C. Board of Andhra
Pradesh
Delhi NCR: CBSE School Board
Mumbai: Maharashtra State Board and CBSE
Pune: Maharashtra State Board and CBSE
Hyderabad: Telangana Board and CBSE
Tamil Nadu: Tamil Nadu Board and CBSE
Bangalore: Karnataka Board and CBSE

13. Action Plan: June- July
Survey of the market while building a strong
relationship with the school principles.
- Conducting primary survey in more than 30
schools in 6 cities and understanding their views
about the various grey area such as:
* Subjective v/s Objective * Online v/s Semi-
Online
* Compulsory v/s optional etc..
- Finalize the product features and deployment
method.
- Be in continuous touch with school principles

14. Action Plan: Aug. - Oct.
Promotions and relationship
building time: At this time we will
conduct State level online
competitions followed by a
National level competition where
all schools can participate. and will
also participate in various
education events to build the
relationship with school officials.

15. Action Plan: Oct- April
Getting Started
Home work: Prepare all online and offline marketing
assets. (will be done before 15th Oct)
- Website
- Marketing Collaterals
- Pricing Plan and commercials
- Product delivery and support mechanism
- Agreements
- Proposal
- Product Demo

16. Action Plan: Oct.- April.
Getting Started
Home work: (will be done before 15th Oct)
- Product deployment process.
- Presentations
- Communication strategy
- Coordination with centre heads
- Team:
# Five team consisting only one sales manager
in
each will be hired from local area of
Hyderabad
,Tamil nadu, Bangalore, Mumbai and Pune.

17. Action Plan: Oct.- April.
Getting Started
Home work: (will be done before 15th Oct)
# One sales manger would be hired extra as a backup.
# One coordinator would be hired to help sales
managers with more lead generation and follow ups.
- Reporting & control mechanism.
- Presence on online platforms such as Facebook,
Linkedin, twitter, SEO, Blogs and Videos.
- Online paid camp. to generate new leads of schools
through Linked-In and Google display network.
- Make the list of all targeted schools.
- Discount and offer strategy.

18. Action Plan: Oct.- April.
Hit the market
Step 1: Start with references, relations
we build from past events and close
one big player in each targeted city.
- FIITJEE associate schools
- FIITJEE world school.
- Schools who are reputed and showed a
high level interest in the product in past
events

19. Action Plan: Oct.- April.
Step 2:
- Start approaching the rivals and follower
schools.
- Host a local event for mid level schools.
- Ensure schools that they will be displayed in
our local promotional ads in May to July.
Step 3:
Ensure to touch all the eligible targeted

20. Action Plan: Oct - April
Step 4: Make sure at least one leader in
each type of schools is on board before we
approach April.
-School Chain -Global School -Individual
English medium schools -CBSE -State
Board etc..

21. Action Plan: Oct - April
Marketing activities to support sales
team
- Only low cost and viral activities will
be done till April 2017.
- The objective of all these campaign
will be to create a brand awareness
in local area so that sales team gets
a better response from schools.

22. Action Plan: Oct - April
Marketing activities to support sales team
Tactics:
Social media and viral:
#its my turn to learn
# Gupta ji ka ladka : Now there are better
things to compare.
PR through Corporate social responsibility:
Help the local poor guys to study and get
the media coverage.
Social experiments in local area.
Etc.. Etc..

23. Action Plan: May-July
Very smartly built ATL*, BTL, TTL
and online activities focusing
on the parents
Pros:
1. As by this time, we would have been touched a
large number of schools. If we did the promotional
activities targeting to the parents, chances are these
parents will ask the school about XYZ and school
realize a business opportunity in it.

24. Action Plan: May-July
Pros:
2. While doing these activity we would get the highly
interested leads which will be converted very easily.
3. These activities would surly uplift the sales by multiple
fold.
3. There are chances that we might discover a new
segment of schools who are interested in XYZ. (No
wonder we received a good response from mid level
or Hindi Medium schools as XYZ could be their USP
in local area)
Cons:
1. If product did not met the expectation of parents or
schools, brand name of XYZ will be affected in

25. Sales Action Plan: May-July
Follow up, Follow up and Follow
up
- All the sales team would be
focusing on follow up the old leads.
- Discounts and offers would be
given to the schools.
- One or two account manager would
be needed to handle the converted
schools.

26. Milestones:
2016 2017
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Mileston
es
Go-to-
Market
Mileston
es
Product
Features
Finalized
MVP complete
school
module
Survey Local
Events
Sales
tools
ready
Sales
team
on
field
Viral and
PR
activities
Discount
and offers
live
National
Event
At least
one
sale/city

27. Competition Management
 Till date only a few online test series or study
material type of companies with very limited
stake of market is present in the market. There
no one who is a direct competitor of XYZ
schools module.
 Still in the online world it is common to copy the
idea of a emerging company, scale it before the
emerging company and capture the major stake
in the market.

28. Competition Management
 There are only two ways to avoid such
situation
- Make your product so unique that it becomes
very hard to copy.
- Build a very strong trust in market, capture
the market at very high speed.
- We will do both.

29. Pricing Strategy:
- Keeping in mind
1Rs/subject/day/Student, we need to
build the pricing of each product for
each class.
- Once we finalize the product’s function
features after the survey, we would be in
better position to take a call on pricing.

30. Budget
Though the better projection of budget
could only be given post survey as then
after we would be in a better position to
gauge that which kind of promotional
activities would be need to capture the
market, still a broad idea says that the
budget for sales and marketing for year
2016-17 would be approx 1.6 Cr
including manpower. (kindly check the

31. Dependencies
Product development:
- XYZ School Module MVP live: 15th Oct.
- Would we be able to generate the content for
all targeted boards ?
- Could we get a small online test series on
which we can conduct a inter school online
test championship in late Aug. ?
Kindly refer to the attached xl sheet for
detailed dependency sheet.

32. Expected out come form 16-17:
- XYZ schools module live in 12 schools in 6
metro cities.
- First hand experience of product
implementation and buying cycle.
- Marketing attribution modal development.
- Basic sales and marketing team development
in 6 cities.
- Client base to show case in next year
promotions.

33. Sales & Marketing
Plan for Academic
Year 17-18

34. Marketing Plan for Academic Year
17-18
Phase 1: Understand the market & identify the pain.
Phase 2: build a innovative and trust worthy solution.
Phase 3: Test the solution in real time (deploy the XYZ
in at least 10 to 15 schools).
Phase 4: Do the rework, cultivate a trust in
customer.
Phase 5: Test it in broader range (test in all type of
cities, education boards and with at least 50
schools) and create a brand positioning.
Phase 6: let our user become our advocate.
Phase 7: Get ready for the mass adoption.
Phase 8: Create the huge demand in market.
Phase 9: Capture the market in mass.

35. Marketing Plan for Academic Year 17-
18
Public Schools
50%
Private
Schools with
no or
ineffective
computer
labs
33%
Private Schools
with effective
computer labs
17%
Students Distribution
Major efforts
Test and
moderate
efforts

36. Overview of Sales Plan in Year
17-18
 Unlock new metro cities, as per phase I strategy:
- Kolkata
- Ahmadabad
- Jaipur
- Kanpur
- Indore
 Expand the reach in old metro cities: Test the XYZ
school module with 50+ schools in metro cities.
 Conduct survey in tier II cities to understand the
psychology of parents and schools.
 Survey in schools where infra in not at per our need
and check what can be done.
 Tie ups with ISPs or Computer manufacturers to give
a combo plan for these schools.

37. Overview of Sales Plan in Year 17-
18
 Develop the special combos for B Grade
schools.
 Hit the schools of tier II cities near the old metro
cities where we have few big names on board.
 Borden the scope of marketing: Few national
level marketing stunt can be done this year.
(Chetan Bhgat will not mind a tweet about XYZ if
we make it worthy )

38. Sales & Marketing
Plan for Academic
Year 18-19

39. Marketing Plan for Academic Year 18-
19
Phase 1: Understand the market & identify the pain.
Phase 2: build a innovative and trust worthy solution.
Phase 3: Test the solution in real time (deploy the XYZ
in at least 10 to 15 schools).
Phase 4: Do the rework, cultivate a trust in customer.
Phase 5: Test it in broader range (test in all type of
cities, education boards and with at least 50 schools)
and create a brand positioning.
Phase 6: let our user become our advocate.
Phase 7: Get ready for the mass adoption.
Phase 8: Create the huge demand in market.
Phase 9: Capture the market in mass.

40. Marketing Plan for Academic Year 18-
19
Public Schools
50%
Private
Schools with
no or
ineffective
computer
labs
33%
Private Schools
with effective
computer labs
17%
Students Distribution
Capture major stake
Major marketing
efforts backed
by sales efforts
New sales team
for this segment,
start meeting the
govt. officials and
vendors

41. Overview of Sales Plan in Year 18-
19
 Rapid expansion in all metro cities, capture a
major
part of the market.
 Intensive efforts to capture the market of tyre II
cities.
 Pan India rapid expansion of sales team.
 Start the aggressive ATL marketing targeted to
areas where we need to push of product.
- Targeted TVC - Newspaper ads
- Radio ads
(all targeting to parents to ask school about

42. Overview of Sales Plan in Year 18-
19
 Form a new sales team specially focused to
get the contract from state and central
government and their vendors.
 Build a very strong trust and brand value in
parents and schools.

43. Sales & Marketing
Plan for Academic
Year 19-20

44. Marketing Plan for Academic Year 19-
20
Phase 1: Understand the market & identify the pain.
Phase 2: build a innovative and trust worthy solution.
Phase 3: Test the solution in real time (deploy the XYZ in at least 10 to 15 schools).
Phase 4: Do the rework, cultivate a trust in customer.
Phase 5: Test it in broader range (test in all type of cities, education boards and with at least 50
schools) and create a brand positioning.
Phase 6: let our user become our advocate.
Phase 7: Get ready for the mass adoption.
Phase 8: Create the huge demand in market.
Phase 9: Capture the market in
mass.

45. Marketing Plan for Academic Year 19-
20
Public Schools
50%
Private Schools
with no or
ineffective
computer labs
33%
Private Schools
with effective
computer labs
17%
Students Distribution
Capture major stake
Capture the
major stake
Use the relations
built in last year
Above the line
marketing with
huge marketing
budget

46. Overview of Sales Plan in Year 19-
20
 Tweak the product a bit and open the XYZ for
individuals, whose schools still does not have
the XYZ.
 Huge online & offline efforts pan India
targeting to individuals and schools both.
 Multiple pan India meets and online
competition.
 Capture a major stake in the market and keep
focusing on innovation to hold the market
position.
 Start few contracts with State or Central govt.

47. Thank you