The competition asked 3 things to do- 1) Tracking down metrics related to learning, reading and writing- what would be required to track down on a daily, weekly, monthly and yearly basis? 2) Gamifying that whole setup for accomplishing objectives better 3) Helping in growing a community of learners who shall be accountable for their individual and community growth I covered in detail the various aspects of- 1) Industry Overview 2) Competitor Analysis 3) TAM-SAM-SOM 4) Marketing Strategy -Social Media Strategy (YouTube) -Branding Strategy 5) Cost-Benefit Analysis

1. College: XIMB
Team Name: Biswadeep Ghosh Hazra
Email : UM19148@stu.ximb.ac.in
Mobile: 9051707408
Incubate Case Study Solution
ZUPERLY

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2020 2021 2022 2023 2024 2025
Industry Overview
Market Size of the EdTech Industry in the
coming years (in $ Bn)
Popular EdTech Companies
Market
Composition
School Level
(Classes 1
through 12)
Primary
Upper Primary
Secondary
Higher
Secondary
Higher
Education
Graduation/Post
graduation
Business &
Commerce
Science &
Technology
Arts
Corporate
Skilling
• 1.8 Million K-12 Schools, student base of
252 Million. 500 Million in the age group of
5-24 years
• Education Sector was estimated at US$ 91.7
Bn in FY’18 and will reach US$ 101.1 Bn in
FY’19
• Number of Universities in India- 993
Number of Colleges in India- 39,931
CAGR- 54.3%
65
30 29
16
11
6
0
10
20
30
40
50
60
70
The bar chart beside shows the % of
people (amongst those surveyed) using an
EdTech company in lockdown. Byju’s has
made use of its heavy marketing campaigns
along with the accelerated technological
adoption that COVID-19 has bought
amongst parents & students alike. Data
collected represents the view of parents

3. Competitor Analysis
The competitor analysis will help understand Zuperly’s
position with respect to several key industry leaders
By virtue of funding, Byju’s been able to market itself aggressively
and garner lots of leads that finally convert into consumers
(evident from 9,00,000 paid subscribers)
• Unacademy and UpGrad has maintained its social media
presence uniformly across all channels
• Byju’s is the current market leader and has the most
downloads (50 Mn+) as well as the best Alexa Site Rank
(960). It also has the least time spent on website and
consequently, the highest bounce rate (~66%)
• Toppr has the least Indian visitors (66.3%) on its website
suggesting it is popular in other countries too. Unacademy
on the other hand, has almost entirely Indian visitors coming
to its website (97.2%)
• Unacademy’s engagement is better than all others with a
Pageviews per visitor of 4.52 showing the importance of
customer oriented design. Its traffic source from search is
miniscule (38%) thereby showing how important Social Media
is towards driving leads. Lesser number of people search up
Unacademy as it is more accessible through Social Media
• Site Optimization Opportunities indicate number of
keywords the website could target to get better SEO results.
Toppr and Byju’s are under-optimized while Upgrad is the
most optimized
Metrics
Founding Year 2010 2013 2011 2015 2011
Type Private Private Private Private Private
HQ Location Bengaluru Mumbai Bengaluru Mumbai Bengaluru
Employees 2,919 1,943 9,000 1,000 3,036
Educators 10,000 50,000 - 1,000 500
Paying Subscribers 3,50,000 1,50,000 9,00,000 32,000 -
Total Funding Raised $ 348.5 Mn $ 110.8 Mn $ 2.1 Bn $ 6.9 Mn $ 200 Mn
Twitter Followers 1,03,000 6,184 5,496 1,45,700 5,098
LinkedIn Followers 1,38,014 1,30,186 3,23,709 2,46,976 1,16,371
Facebook Followers 10,96,593 12,84,793 11,70,433 3,35,662 1,43,927
Alexa Site Rank 1,912 1,175 960 4,730 3,939
Alexa Site Rank (India) 153 141 113 437 411
Site Optimization
Opportunities
8,800 34,300 30,300 1,800 2,600
Time on website
6 Minutes 6
seconds
3 Minutes 34
Seconds
2 Minutes 45
Seconds
5 Minutes 50
Seconds
4 Minutes 32
Seconds
Bounce Rate of Website 46.10% 63.20% 65.90% 48.80% 45.40%
% of visitors from India 97.20% 66.30% 77.00% 85.00% 90.50%
Pageviews per Visitor 4.52 2.65 2.06 3.88 3.21
Traffic Source from Search(in
%)
38% 92% 86% 58% 70%
No. of App Downloads 10 Mn+ 10 Mn+ 50 Mn+ 1 Mn+ 10 Mn+
Rating of the App (out of 5) 4.2 4.1 4.4 4.3 4.2
Vedantu
Physical Metrics
Digital Metrics
Unacademy Toppr Byjus UpGrad

4. TAM-SAM-SOM
STATE/UT
Unemployment
Rate
%of people
belowpoverty
line
Literacy Rate
StateNSDP(NominalStateDomestic
Product) - PerCapita(in INR)
StatePopulation
Internet
Penetration (in %)
PotentialReach
(InternetLiterate)
Rural
Population
Urban
Population
AgeGroup (0-14
years)
AgeGroup (15-24
years)
AgeGroup (25-64
years)
Males Females SexRatio
Percentage
of Males
Percentage
of Females
No.of
Colleges
No.of
Schools
Andhra Pradesh 4.50 9.20 67.02 ₹1,51,173 15,70,458 31 4,86,842 10,20,798 5,49,660 5,54,372 2,88,964 6,45,458 7,87,987 7,82,471 993 50% 50% 4814 62702
ArunachalPradesh 5.90 34.67 65.39 ₹1,39,588 15,86,250 38 6,02,775 10,31,063 5,55,188 5,59,946 2,91,870 6,51,949 8,18,498 7,67,752 938 52% 48% 26 4047
Assam 8.10 31.98 72.19 ₹82,078 74,51,955 38 28,31,743 48,43,771 26,08,184 26,30,540 13,71,160 30,62,754 38,05,901 36,46,054 958 51% 49% 485 71042
TAM (Total Available Market)
Total Available Market would be anyone in
the world who would want to sign up for a
course at Zuperly. Total Population of World
is 7.828 Bn. Average Internet Penetration of
the world is 59.5% thereby making internet
availability to 4.66 Bn people
SAM (Service Available Market)
The Indian population will be considered for
SAM. Total Population of the country is 1.4
Bn and the internet penetration rate is 42% .
Therefore SAM would be around 588 Mn
people, a reduction of almost 88%
SOM (Service Obtainable Market)
The 18-30 age range of the Indian
Population that are digitally literate is the
target market for Zuperly. According to the
calculations present in Excel above, the 15-
24 age group has 25,20,73,631 people and
since most of the population in that
https://drive.google.com
/drive/folders/1Jdadax6R
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TOTAL 6.100 21.920 72.990 ₹ 1,26,406 1,36,99,65,385 50 49,82,14,084 89,04,77,500 47,94,87,885 48,35,97,781 25,20,73,631 56,30,55,773 70,32,61,969 66,67,03,416 943 51% 49% 1241 47544
The image is an example of the detailed insights available for each
state. This chart will help target a particular state or a city within that
state and will aid in strategy formation for each state/city as all of
them influence the adoption of EdTech directly/indirectly
The factors taken into consideration for each state are-
(a) Unemployment Rate (b) % of people below poverty line (c)
Literacy Rate (d) State NSDP (e) State Population (f) State Internet
Penetration (g) Rural and Urban division (h) Population divided by
Age Group (i) Population divided by Gender (j) Number of Colleges
(k) Number of Schools
Some of the key data points-
Total Internet Literate Population- 49,82,14,084
State with the highest NSDP Per Capita- Goa
Highest Internet Penetration- Delhi
State with most population in 15-24 age – WB
State with most number of Schools- UP
State with most number of Colleges- UP
Excel with detailed
calculations-

5. Marketing Strategy
Marketing
Strategy
Above the
Line (ATL)
Television Ads
Print Media
Radio
Below the Line
(BTL)
Outdoor
Adverts
Direct
Marketing
Public
Relations
Through the
Line (TTL)
Digital
Marketing
360 degree
Marketing
Media Vehicle Brand Cost Source
Magazine EdTech Magazine Rs 100,000 Per Insert https://www.themediaant.com/
TV SUN TV (Highest Reach ~BARC) Rs 200 Per second https://www.themediaant.com/
Newspaper Time of India Rs 5,667 per Sq Cm https://www.themediaant.com/
Radio Red FM 93.5 (RJ Mention) Rs 6,000 Per Mention https://www.themediaant.com/
BillBoard 15*40 In Mumbai Rs 70,000 https://armourdigitalooh.com/
Newspaper
(Source- Economic
Times) (17%)
Daily
readership
(2019)/ Growth
over 2018
Times of India 15,236,000 (17%)
The Hindu 6,226,000 (17%)
The Economic Times 3,701,000 (19%)
Mumbai Mirror 2,165,000 (19%)
The Indian Express 1,855,000 (16%)
The New Indian
Express
1,846,000 (22%)
All English Dailies 31,366,000 (14%)
Name of the
newspaper
Rates (in Rs. Per sq. cm)
Times of India Front Page- Rs 1373
Back Page- Rs 1140
Times Ascent B&W: Up to 120 cm^2-Rs 376
Colour: Up to 120 cm^2-Rs 376
TOI City Times Front Page- Rs 479
Back Page- Rs 384
ATL
Marketing
Radio
Adverts
A radio advertising
ecosystem has to be
maintained. After
analysing the viewer
statistics, advertising
campaigns may be run on
Radio Mirchi in the
Evening Prime Time and
on Red FM in the
Evening Prime Time
Here our the offline media vehicles that we have selected for offline media with
specific brands along with there estimated costs ATL is great for generating
initial brand awareness. Paired with digital with will give our campaign a 360
degree view. For Billboards, we will cover major highway destinations. Every
city will have a different calling number present on the board to track the
effectiveness of ATL marketing.
Offline marketing:-
• Billboard spaces
• Magazine spaces
• Radio Slots
• Newspaper Space
• TV advertising
Billboard score=
No. of prospective
people seeing the
ad* average time
spent on ad* area
of the bill board

6. Social Media Strategy-YouTube
Channel Name Subsciber Base Video Views Engagement Ratio (D/C) Total Uploads Average View Per Video Subscriber last 30 days Views in last 30 days
1 Veritasium 78,60,000 91,39,03,067 116.2726548 298 30,66,789 1,00,000 1,51,15,000
2 The Infographics Show 91,60,000 2,72,46,87,156 297.4549297 2,172 12,54,460 1,90,000 8,64,98,000
3 Dear Sir 70,50,000 36,72,09,061 52.08639163 273 13,45,088 2,20,000 1,54,17,000
4 Dr. Vivek Bindra 1,44,00,000 88,87,66,519 61.71989715 502 17,70,451 2,00,000 2,07,64,000
5 Study Smart 13,80,000 12,17,12,369 88.19736884 1,309 92,981 3,000 4,91,840
6 nptelhrd 17,80,000 38,43,40,247 215.9214871 20,311 18,923 10,000 22,10,000
7 AsapSCIENCE 94,70,000 1,44,29,15,397 152.3669902 350 41,22,615 20,000 90,70,000
8 LearnoHub - Class 11, 12 10,80,000 26,27,43,089 243.280638 6,147 42,743 40,000 47,54,000
9 SidTalk 40,40,000 22,58,40,948 55.90122475 238 9,48,912 20,000 19,47,000
10 wifistudy 1,27,00,000 1,93,75,50,477 152.5630297 26,900 72,028 2,00,000 4,40,10,000
The EdTech industry ideally serves students that are adept at using the internet.
Hence there is no better platform to empower and inform our prospects than
YouTube. Tie up with Indian and some International YouTube Channels
that makes educational videos. A scorecard has been prepared to rate ten
prominent channels. The final Price is expected to be dependent upon Social
Blade Rank which takes into account all the factors mentioned here. The same
can be found in the excel document, the link to which is available in Slide No.4
We have used the following metrics
• Engagement ratio ( Number of Views/Number of subscribers)
• Average Number of video views (Total views/Number of videos
uploaded)
• Increase in subscriber base in last 30 days
• Increase in video views in last 30 days
These metrics have been combined to obtain an Overall Impact Equation to
evaluate the influencer we should proceed with. Influencer charge a handsome
amount of money, hence we have proceeded with complete data analysis
FINAL EQUATION (Overall Impact Equation)-
(((Engagement * Average video views)*0.5 )+(0.2*Subs increase last 30
days)*(0.3*Video View increase last 30 days))
This table depicts the final results obtained after computing the above equation
for each channel. They are arranged in descending order of preference. The
Green and Yellow colored channels can be sought after and the Red colored
channels need to have careful strategy & reason behind choosing them
Channel Name Overall Impact Equation Score
7 AsapSCIENCE 31,40,86,136
2 The Infographics Show 18,75,58,735
1 Veritasium 17,83,82,529
4 Dr. Vivek Bindra 5,48,85,202
3 Dear Sir 3,52,33,898
9 SidTalk 2,65,24,995
10 wifistudy 60,22,517
8 LearnoHub - Class 11, 12 52,10,719
5 Study Smart 41,00,436
6 nptelhrd 20,44,242

7. Cost Benefit Analysis
Promotion Method Promotion Cost Promotion Estimated Reach Industry Standard Conversion Number of Customers Customer Acquisition Cost
Youtube Influencer ₹ 2,00,000.00 9,80,000 0.04% 392
Facebook Ads ₹ 2,00,000.00 34,00,000 0.02% 680
Google Adwords ₹ 2,00,000.00 2,00,000 0.10% 200
Instagram ₹ 2,00,000.00 5,00,000 0.05% 250
Digital Marketing Costs ₹ 8,00,000.00 50,80,000 1522 ₹ 525.62
Other Marketing Tools
Word Of Mouth ₹ - 1,000 3% 30 -
Billboards ₹ 50,000.00 3,50,000 0.05% 175
Newspaper ₹ 2,50,000.00 15,00,000 0.01% 150
Magazine ₹ 1,00,000.00 5,00,000 0.05% 250
Radio ₹ 1,00,000.00 8,00,000 0.01% 80
Televison ₹ 7,50,000.00 30,00,000 0.02% 600
Guerrilla Marketing ₹ 1,00,000.00 5,000 5.00% 250
Offline marketing Cost ₹ 13,50,000.00 61,56,000 1535 ₹ 879.48
Total Cost ₹ 21,50,000.00 1,12,36,000 3,057.00 ₹ 703.30
Customer Acquisition Cost
Estimated Customer Life 2 years
Estimated customer revenue per year ₹ 30,000.00
Total Customer Life time Value ₹ 60,000.00
Total Revenue over Period of 2 Years ₹ 18,34,20,000.00
Conclusion: By spending Rs.21,50,000 on
marketing we are able to generate 3057
customers. Customer life time value is Rs
60,000. We are able to generate over 18.34 Cr
over a period of two years.
a) The Costs are approximated and assumed so as to give an idea about
the possible costs incurred. The conversion rates are industry specific
b) For simplicity, it is assumed that there is no intersection between the
reach from Digital Marketing and Offline Marketing
c) Digital Marketing is more effective; the Customer Acquisition Cost
(~Rs. 526) is less than its Offline Counterpart (~Rs. 880)
d) As time passes, more stress to be given on Word of Mouth (WoM)
with new promotions designed to stimulate online reviews
e) Customer Retention has to be the ultimate goal- Acquiring a new
customer is much more expensive (5-25 times) than retaining one
Population in Tier II and Tier III Cities
Internet Penetration
Young population demographics
COVID-19 (Short Term)
Fear of Missing Out (FOMO)
Growth
Drivers
KPIs (Key Performance
Indicators)
1) Market Share
2) Number of
Downloads (App)
3) Monthly Active Users
4) Paid
Subscribers/Overall
Users
5) Average Time Spent
per User

8. Branding Strategy
Mission
Vision
Building a product first company that
addresses the needs of the learners
thereby improving overall learning
efficiency and productivity of its users
Establishing Zuperly as a
market leader by being the
first customer driven
EdTech company
Brand Essence:
Zuperly aims to build a brand by creating products
that amalgamates scientifically proven
methodologies & the latest technologies to deliver
an experience that is unparalleled, every time
Brand Communication
Brand communication will be constant
throughout- whether online or offline. Focus of
communication towards the fact that Zuperly
helps in achieving the end goal of an user- to
attain knowledge and skills for the future.
Be Future Ready
Brand Idea-
Helping
people learn
Brand Persona-
Putting customer
feedback first
Emotional Benefits-
Satisfied that time well
spent, Happy,
Knowledgeable
Functional Benefits- Using proven
methods to learn and track effectively
and efficiently without much hassle
Features & Attributes (Points of Difference)-
Focused Learning, Dashboard-first Design,
Mood Metrics, Gamified Experiences,
Learning Efficiency Features
Campaigns
Tagline
Zuperly: Your Lifelong Learning
Mate
The tagline promotes the idea that Zuperly is
a trusted learning partner for the customer.
This promotes TRUST, COMMITMENT,
LEARNING, FRIENDSHIP- everything
that Zuperly stands for
Campaigns will be 360 degree campaigns, we will connect in
online and offline both ways. The first campaign will be
#superduperzuperly which will focus on the Points of
Difference of Zuperly and how it is different from all other
EdTech products in the market. Cohort is from the age group of
18-30 years which falls in sync with the youth orientation. Key
emotions will be Trust, Camaraderie, Satisfaction
Brand Ambassador
Why Amitabh Bachchan as the
Brand Ambassador?
No other Bollywood brand evoke
the qualities of TRUST,
FRIENDSHIP &
RELATIONSHIP better than
the Shahenshah himself. He has a
connect with all ages and his roles
in movies like Bhootnath, Piku, Pa,
Black or in shows like Kaun
Banega Crorepati has made sure
that Big B’s influence is felt
throughout, both on and off the
silver screen

9. Thank