1. Building Genius in you
AVI EdlogIQ Pvt. Ltd.
Business Plan
2012-2013
www.edlogiq.in
edlogiq@gmail.com
+918791023407
+917669583910
2. Mission and Vision
Our mission is to find, inspire and develop
the genius within each one of us.
Our vision is to bring a positive change to
the current education system.
We at Ed-LogIQ believe that the current
education system is unable to
unleash the full potential of students.
We ,with help of innovative products
and services, aim to provide a logical
and intelligent way of learning.
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3. Market Analysis
Market Size:
According to Ernst and Young –Edge 2011
report India’s education(K12) sector
currently offers an estimated INR 46,200
crores with a potential 16% five-year
CAGR.
Private Equity Investments:
17 deals worth more than INR6,000
crore in 2011.
Attracting Foreign Corporates:
Apple introduced its interactive
textbooks application for the iPad —
iBooks2.
Government Investments:
Tamil Nadu government recently
alloted INR36.17 crore for
appointing 1,267 teachers in 1050
higher secondary and secondary
school.
INR491 crore for free products
such as footwear and bags to the
students. 3
4. Need
Describe the needs you are trying to fulfill. How are these needs met
currently?
Confusion on our own talent and abilities is widespread in India. School
and college students are unaware of consequences of their
subjects/courses and end up following popular trends. Even many working
professionals face a daily dilemma regarding their work satisfaction.
Career Counselling is only prominent in the metros. And the current career
counselling options are restricted to the internet and expensive one on one
counselling sessions. We wish tap into not only metros but tier 2-3 cities.
We wish to provide cost effective career counselling methods to attract the
masses. Once we have introduced them to career counselling we wish to
retain them and further build on them with various other development
products.
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5. Need
Who are your target customers? What is the market potential?
A recent survey by National Council of Applied Economic Research states-
1/3rd of the total number of students who take up science after 10th, take it
up for reasons other than interest in the subjects. The education market is
vast but it has been unidirectional in focusing on number of schools and
colleges. The secondary education market is still vastly untapped.
We are planning to target 1 lac students with our career counseling test in
the first year. We wish to attract large number of students who would be
using a career counseling product for the first time. Our product would be
an introduction to them (and their schools) after which we would build on
them with other products.
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7. Our Solution
Finding where students heart lies.
•Project Prodigy
•Psychometric Tests
Developing talent and skills
•Workshops
•IQ labs
•Brain training games
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8. Our Solution
Inspiring to achieve greater heights
•Guest and Video Lectures
Analyzing your improvement
•Microscope
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9. Project Prodigy
Project Prodigy is:
•A national level intelligence
competition (class 9th-12th) based on our
concept of Multiple Intelligence. We seek
an all rounder; those students who are
excellent in various fields.
•Based on this test and a non evaluative
personality section, providing a detailed
career/subject counseling report to all
students appearing for the test.
•Providing a confidential report to
schools on their students
performances, aptitude/skill demo
graphs, etc. and suggesting solutions for
improvements.
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10. Project Prodigy
Concept of Project Prodigy:
The exam is to held on a national level scale
to attract large number of customers. The test
is based of Howard Gardeners multiple
Intelligence theory. The test consists of two
sections the evaluative and non evaluative
section. The evaluative section would tests
various aptitudes of the student and this
section would be used for the competition.
The non evaluative section would have a
personality and motivation mapping section. It
would be combined with the aptitude section
to generate a report. The test is scheduled to
happen later this year.
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11. MARKET SURVEY
Organized Strykerz IQ challenge:
•IQ calculation of 5043 students of top 8 schools
of Ranchi in July 2010
•Comparison of IQ of students
•Overwhelming response from schools and their
students
12. Project Prodigy
Process & Timeline
•R&D DATE EVENT
September 1: Registrations
•Surveys begin
October 10: End of
•Certifications
Registrations
•Tie-ups November 5-12 Level 1
December 3rd Results + Report
•Distribution Network week dispatch
January Zonal Finals
•Marketing
February 2nd National Finals
week
•Execution
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13. Project Prodigy
A look at some National level Competitions:
Competition Type Class Fees Region Number of
Test
Takers
Dainik Physics, 1 to 12th Std 1 to 5 Rs 300 Madhya 23,000
Bhaskar Chemistry, Std 5 to 8 Rs 400 Pradesh
Scholorship Mathematics Std 9 to 12Rs &
Exam 2010 500 Chhattisgarh
NTSE 2010 All Regular 10th Std Rs 100 All India 1.5 Lakh
Subjects (Currently
for 8th Std)
NSTSE 2010 Different test 1 to 12th Rs 100 All India 3.5 Lakh
for Different
Subjects
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14. Project Prodigy
SUBSCRIPTIO
SUBSCRIPTION MODEL
N MODEL
Expe c te d Num be r of
Registration Fee: Stude nts
Rs 300
400000
300000
200000
100000 Stud e nts
0
Ye ar Ye ar Ye ar
1 2 3
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15. Project Prodigy
Distribution Strategy
•Distribution outsourced to SALES AGENT INDIA
(www.salesagentindia.com)
•Partnership with Media and Publishing Houses
•Partnerships with All India Teachers Associations
Marketing Strategy
•Conducting Local events
•Online Publicity and Social Marketing
•NGOs
•Publicity through other EdlogIQ products
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16. Project Prodigy
COST SHARING MODEL:
Distributors:
A revenue sharing model would be applied. The distributor would be required to get a
minimum number of students in an area through contact (association) with schools or
students directly. Then a share of students fees would be awarded to the distributors.
The percentage share would increase with increase in number of student enrolled
through the distributor.
Schools:
Participation fee is Rs 300 per student
Students applying though schools would get Rs 50 discount. The teacher in charge of
that school would collect the fees.
School having more than 40 students giving the test:
School shall retain Rs 30 per student for conduction of the test, compensation for
invigilators, incidental expenses, etc.
Less than 40 or not willing to conduct test at their own school or students directly
applying the students would be transfer to another school in a nearby area. Rs 40 per
student would be paid to the new host school. 16
17. Project Prodigy
How is it different from the rest:
•Does not require any prerequisite knowledge
•Will not only be finding a winner but also helping all participants by
proving career counseling report. Also by providing correct direction to
schools to help their students.
•Under process of getting certified by INDIAN INSTITUTE OF
PSYCHOMETRY. Would be the only career counseling test of its kind
certified.
Why would students give our test?
•Some may come for winning the competition while others for
the career counseling. It would attract students of various
capabilities. A student good at mathematics or one at language
would be equally attracted to the test. Also the cost of the test is
very low compared to the other career counseling services
17
18. Project Prodigy
Follow up on students:
Project Prodigy would help students find what they are good at.
To develop, inspire and guide them EdlogIQ provides various
different products. So we wish to attract then retain our
customers till they finally reach their dream career. We also
would be connecting with the schools by providing them an
analysis of their students. Schools would also show interest in
helping the students to their dreams. So attachments to schools
are also very important to us.
Incentives to students:
We plan to associate with various companies and institutes
especially to offer scholarships and career exposure visits for
students and also organize various workshops and seminars.
Lateral entry for students to High IQ Societies. Various cash and
kind prizes with the support of our sponsors and partners would
be offered to top performers.
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19. Project Prodigy
Why are we mixing career counseling with a competition?
•Currently students especially in tier 1 and tier 2 do not realize
the importance of career counseling. But they flock to
competitions in large numbers.
•Effectively we are creating a market for ourselves by making
the people aware of the benefits through the form of a
competition.
Launch Pad for EdlogIQ
•Project Prodigy would create a name and brand for EdlogIQ in the
market.
•It would make large number of students and schools aware of the benefit
of career counseling.
•It would be a perfect time for EdlogIQ to launch various other products
for the newly created market.
•After having found a talent of an individual they can move to our
development and inspirational products for further help to achieve his
dream career
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20. Other Products and Services
The next slides consists of other
products and services to be launched
after execution of Project Prodigy. We
would look to retain our customer base
created by Project Prodigy. We would
also look to benefit from credibility
generated from it.
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21. Mental Gym
Any average teenager goes to a regular
gym and tones his biceps, triceps and
abs. But what about the most important
muscle in the body, our brain. Have you
ever felt fatigued in our mind? Lacking
creativity at times or maybe just feeling
distracted?
Any average person these days suffers
from some form of mental stress and
performance reduction. No one really
focuses on fact that these problems can
be easily solved by just training and
exercising your brain muscles.
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22. Mental Gym
The concept:
In the gymnasium of life, you need to flex your
mental muscles in different ways depending on
the needs at hand. Sometimes you push hard
by thinking critically and dealing with cold logic.
At other times you relax and let go, playfully
stretch out in new directions. In the same way
that several body muscles work together to
create physical movement, several mental
muscles work together to create
clear, purposeful thinking. In the nutshell you
can say that these are the four basic qualities
that characterize a fit mind.
They are as follows:-
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23. Mental Gym
The concept:
Mental Flexibility- Mental
Capacity to move
endurance-
from one mode of
thought to another. Ability to sustain
Its a playful process increased level
to find new of activity
combinations and
without getting
look in new
directions distracted or
discouraged. It’s
the capacity to
persist
Mental strength- Mental coordination-
Timing, balance, agilit
Ability to
y. Ability to deal with
concentrate when several things at once.
you want to, as Keep balance in
hard as you want uncertain times, learn
for knowledge’s sake
to, for as long as
and strive for higher
you want to. ideals
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24. Mental Gym
The market:
The Indian brain fitness industry is only in its infancy; it is an emerging and largely unregulated
market where many products have limited clinical validation and often present confusing claims that
make it difficult for consumers to separate wheat from chaff. There is also big lack of exposure of
this industry among people. We can expect this industry’s significant and continued growth in the
foreseeable future.
According to Journal of the American Society on Aging the estimated size of the worldwide digital
brain fitness market (defined as automated applications that help assess, enhance, or repair
targeted brain functions) in 2009 was $295 million, representing an annualized growth rate of 31
per cent since 2005. Around half of that amount, or $148 million, was spent by U.S.-based buyers.
Comparing this to other fitness market segments: in 2007, American consumers bought $3 billion
worth of treadmills, and in 2009, American health club memberships amounted to $19.5billion.Off-
label drug prescription revenues in the United States alone exceed $10 billion per year, and the
current estimate for the North America’s vitamins, minerals, and supplements market is $17.7
billion.
Eighty percent of the 38,000 adults over age of 50 who were responders in the 2010 AARP
Member Opinion Survey indicated ―staying mentally sharp‖ was their top ranked interest and
concern.
A growing portion of the 78 million baby boomers in the United States is investing time
and effort into retaining their mental sharpness. 24
25. Mental Gym
Our Product:
•Our mental gyms would be both online and offline in nature.
•Gyms would be divided into the four sections mentioned previously.
•Various physical games, audio/visuals and mental exercises would be used for training.
•Psychologists would be trained and hired especially for our mental gym.
•Our physical gyms would be set up in different areas. Some maybe targeting a special
audience For eg. IQ labs for school children. Where as some would be multi purpose.
•Our Multipurpose Mental Gyms would be present in different localitites. It would help
professional dealing with stress, young mothers, teenagers, senior citizens and everyone who
walks through the door.
•Our Mental Gyms would also conduct various workshops and programs conducted by
EdlogIQ.
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26. Mental Gyms for Schools: IQ Labs
A basic IQ lab comprises of:
• Mechanical Brain Training Games
• Team Activity Games
• Audio-Visual Learning Interface
• Interactive Studying Platform
Help to improve:
• Intelligence
• Memory
• Visualisation
• Natural Ability
• Perceptual Speed and Accuracy
• Mechanical Reasoning
• Space Relations
Don’t just Mug; Learn!
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27. IQ Labs
30
25
20
15 Number Sold
@ Rs 20L
10
5
0
Year 1 Year 2 Year 3
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29. Psychometric Tests
•25 per cent of the companies conduct
psychometrics tests during their HR
process most of the tests conducted in
India are translated from abroad and
are not deemed valid for Indians.
•Experts also say that only a single
test is conducted during a person's
entire career which is a vague
representation of the individual..
29
30. Psychometric Tests
Ed-LogIQ offers customized Psychometric
tests to provide assistance to companies and
individuals by testing their Reasoning ability,
Command in their field, Personality and
Emotional Intelligence.
Organizations benefit in:
•Hiring Process
•Job Profiling
•Team Building
•Motivation Building
Reduce recruitments costs, save valuable
time and increase productivity!
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31. Psychometric Tests
MARKETING STRATIGY:
.
Targeting College Recruitments: Targeting Companies:
• EdlogIQ Management and R&D
Top Level Team •Startups and Mid Level
Companies.
• Dedicated EdlogIQ Researchers •Building Relations with
College Sectors
(Engineering, Medi
cal, etc.)
• Faculty and Experts of the field Larger Firms from College
Recruitments.
College Level
• Student Representative
Reverse Strategy: Conduction of Free Psychometric
Test and selling to Companies.
Research Strategy: R&D Team +
Data and Networks from Workshops 31
32. Workshops/ Guests Lectures/Publications
Targeting schools, students and other customers with various career
counseling and specific career related publications and workshops.
•Publications: Various books to be taken out by us also
help in career guidance, aptitude development, etc. Our
first publication would be career quest. This is a book to
help all council all engineering aspirants. Helping them
choosing a college and stream, showing them their various
career options, etc.
•Workshops & Guest Lectures: EdloqIQ conducts
workshops in Brain Training, Career Counseling,
Personality Development and various other vocational
workshops like Photography, Android App Development,
etc. EdlogIQ conducts workshops and lectures for schools,
colleges and organizations. We have recently conducted a
Photography workshop in Cognizance 2012, IIT Roorkee’s
Technical Festival.
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33. Microscope
EdlogIQ’s Support and Analysis System
•Detailed Profiling of Customers Online.
•Profiling Updated with use of any
aptitude development product
•24x7 online support system
•Telephonic Counseling System
•Help and Communication Platform for
Schools
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34. Ideal Customer
•Found By Project Prodigy or Psychometric
tests
•Developed By Workshops, Mental Gyms, etc.
•Inspired By Video and guest Lectures
•Analyzed By Microscope
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35. Revenue through Sponsorships
•Large Visibility during Project Prodigy
•Contact with Various Colleges
•Embedded in Videos
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36. Financial Model 2012-13
2012-13 Project Mental IQ Labs Brain Psychometric Workshops TOTAL
Prodigy Gym Training Test
Revenue from 180 0 0 0 0 10 190
Product
2012-13 Total
R&D 70
Sales and Marketing 40
Logistics 12
G&A 16
Misc 20
Total Cost 158
PROFIT: 32
(17%) All Amounts in INR Lakhs
36
37. Financial Model 2013-14
2013-14 Project Mental IQ Labs Brain Psychometric Workshops TOTAL
Prodigy Gym Training Test
Revenue from 505 113 198 104 105 99 1127
Product
2013-14 Total
R&D 300
Sales and Marketing 197
Logistics 84
G&A 135
Misc 60
Total Cost 776
PROFIT: 351
(31%) All Amounts in INR Lakhs
37
38. Financial Model 2014-15
2013-14 Project Mental IQ Labs Brain Psychometric Workshops TOTAL
Prodigy Gym Training Test
Revenue from 3300 300 600 250 500 300 5250
Product
2013-14 Total
R&D 700
Sales and Marketing 900
Logistics 100
G&A 1100
Misc 350
Total Cost 3150
PROFIT: 2100
(40%) All Amounts in INR Lakhs
38
39. Financial Projections
6000
5000
4000
INR lakhs
3000 Revenue
Profit
2000
1000
0
Year 1 Year 2 Year 3
39
40. Current Status
Project Prodigy:
Test Developed. Working on Demo runs, certifications
(IIP and ISO) and distribution network. Looking for media partner
Workshops:
Conducted Photography Workshop in Cognizance 2012 (IIT Roorkee’s
Technical Fest) (March 23th-25th ) in association with Viva Travel Institute
Talks on with various other Colleges
Mental Gym:
Research in progress. Working on Innovation and cost model
Video Lectures:
Plans to record and develop practical experiments of Physics and Chemistry
at IIT Roorkee Labs for students of class 9th to 12th (CBSE) .
Brain Training Games:
Working on Concept of games for enhancement of various types of
Intelligence.
Psychometric Tests:
Developing a customized test for VIVA Travel Institute.
40
41. Competition
Project Prodigy:
Two way indirect competition
•National Level Competitions like NTSE, Olympiads, etc.
•Career counsellors and online test providers like YoungBuzz, Plan Steps..
Workshop:
Highly Competitive and Stagnating Market. Many Companies like Think Labs, etc.
Brain Training Games:
Online Competitors like lumosity and mysuperbrain.com
Psychometric Tests:
Direct Competition from companies like Central Test and Gallop
Mental Gyms (IQ Labs):
No Direct Competition.
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42. Team
Advisory Board:
DR. POOJA GARG MR. BIDYUT KANTI THAKUR MR. VIKANT SAHAY
Professor, Director, Head, Corporate
Humanities Department CSC India Pvt. Ltd. Communications, Fomento
IIT Roorkee
Resources
Founders:
ABHISHEK KRISHNA RAGHU RAAJ SHEKHAR
B.Tech 4th yr IIT Roorkee B.Arch 5th yr IIT Roorkee
Core Team:
MRS SHALINI SINHA SPANDAN THAKUR KUSHAGRA TIWARI
M.Sc Psychology B.Tech 3rd yr IIT Roorkee B.Arch 4th yr IIT Roorkee
42
43. Future Opportunities
•Innovations like smart TVs will go big hence
collaborations with such products are important
•Explosion in the sales of smartphones and tabs
•Competitive Job Portals market presents an
excellent opportunity for inclusion of our
psychometric Tests
•Schools are getting more competitive hence are
looking for better and effective education methods
•No penetration of career counseling apart from
metro cities
•Collaborations with corporates for CSR work in
education sector
•Exploration into the international markets
specially the developing countries
•And many more……………..
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