The document outlines marketing strategies and plans for an education platform targeting teachers in Brazil. It discusses: - The target market of over 2 million teachers in Brazil. - Marketing strategies will include Google AdWords, blogs, email marketing, and social media. The budget will be split mainly between AdWords and direct marketing. - Goals are to acquire 6,000 teachers in 6 months for $14,000, working out to a $2.33 cost per teacher and $0.112 per student. - Effectiveness of strategies will be evaluated monthly to refine the approach. Magazine advertising is deemed too expensive initially.

1. Mestreduca
Learning Collaborative Platform
Stanford University
Technology Entrepreneurship Part II
Marketing Page
André Eduardo Baldini
Eduardo Bonifácio Molero
João Carlos Tuon Teller

2. Market Size
TAM
+2 BI People
SAM (Brazil)
+50 MM People
Target Market
+2.2 MM Teachers
(Brazil)
TAM
+2 Billion people in the World between 6 and 17
years old.
SAM
This market in Brazil has +50 MM People, divided
between private (25%) and public school (75%).
Target Market
Our target market at the begining are the Teachers,
because we believe that improving the Teacher's
routine and giving him tools to do a better work and
improve yourself, we will contribute with the
education and reach the students and the schools.
This market correspond to +2.2 MM Teachers in
Brazil.
Segment: Education K12

3. Our Customer
The brazilian Teachers are +70% Women* between 25 and 49
years.
Aproximately 94%** of the Teachers have a computer with
internet access in your house or at work.
Although they have a content book, 91%* use the internet to
search additional contents and examples to apply to their
students.
To do this searches, they normally uses Google or Blogs that
concentrate interesting contents to their subject.
The Brazilian Teacher
Fontes.:
* Tracking Ibope 2010 (iniciativas FVC)
** Portal CGI.BR

4. Marketing Strategies
Direct Marketing
To expand the customer base and to be present where
Teachers usually attend.
Social and Relational Marketing
To use the power of social network to grow in relevance and to
establish a relationship with the Teachers, giving advices and
helping them to improve themselves.
Product Marketing
Provide a Landing Page and promote a SEO (Search Engine
Optimization) strategy to attract and retain people to our
product.
Our goal is to make Teacher register on our site and start to use the free product.
For this, we divided the Marketing Strategies in 3 types:

5. Marketing Strategies
Google Adwords
Buy google adwords to be present on the major tools of search
for Teachers. At the beggining, we intend to focus on a small
zone to collect data and them, expand GRADUALLY to all Brazil.
~ 60% of investment.
Direct Marketing
Period: 6 Months
Investiment: 1k / Month (~ 60% of investment)
Type: CPC (Cost per Click)
Focus: Demografic, personal characteristics, filtered by key words.
Our Goal: 2000 Teachers (334 teacher / month)
We plan to invest in 3 different ways of direct marketing to expand our customer
base:

6. Marketing Strategies
Especialized Blogs
Some Blogs concentrate a large number of Teachers because
they have especialized content to help Teachers to plan their
classes. ~ 25% of investment
Direct Marketing
Period: 6 Months
Investiment: US$ 500 / Month (~ 25% of investment)
Type: Education blogs and teachers groups blogs.
Focus: Bring the user to our landing page.
Goal: 1000 Teachers (166 teacher / month)
E-mail marketing
This strategy is recognized to be the most efficient and cheaper
way to connect to the people you want to be known. We plan to
send e-mail marketing for teachers and schools. ~15% of
investment
Period: 6 Months
Investiment: US$ 275 / Month (~ 15% of investment)
Type: Mail marketing and information
Focus: Bring the user to our landing page.
Goal: 2000 Teachers (334 teacher / month)

7. Marketing Strategies
We will measure our exposition on each Social Network for 3 months before start a
campaign in this channel.
The Social Networks that we will be present are:
- Facebook
- Twitter
- Google +
- Youtube
To increase this growth, we intend to be involved to communities of Brazilian
Teachers.
Social and Relational Marketing Our Goals
Period: 6 months
Investment: -
Customer acquisition: 1000 Teachers
# Likes: 10.000
We plan to be present on the major Social
Networks to establish a relationship with our
customer.

8. Marketing Strategies
Product Marketing Our Goals
Investment: US$ 3.000
Visit registration rate: 75%
This strategy will support the strategies of
attraction, to do the customers to register on our
site.
Web Site
Provides an outstanding landing page, that passes a clear message and is easy to
people register in the system is essential. We will use a Web Designer, but more
than that, we will monitor the percentage of how many customers visit our site and
register. We will work o maintain this high rate. 50% of investment.
SEO (Search Engine Optimization)
Promote a SEO strategy may complement the investment on search sites and
increases the possibilities to bring the customers to our site. 50% of investment.

9. Marketing Strategies
Cost Acquisition
We expect that each Teacher bring us 25 Students on average. With this, we
intend to have 130.000 users in 6 months. Considering this results, the cost
acquisition by 1 Student is US$ 0,112.
After each month we will analyze the return of each marketing channel, to decide
if we need to change any strategy changing the % between the channels or
refining the target on each one.
We considered to make announcements on education magazines, but this
investment is very high. It turns around US$ 40.000 for a single publication.
We consider not to invest on this channel right now, because the return of this
investment will be higher after we have already some teachers and schools using
the system.
Based on this strategies, the cost acquisition
by Teacher is US$ 2,33.
Cost Acquisition
Investment: US$ 14.000
Customer acquisition: 6000 Teachers
Cost acquisition 1 Teacher: US$ 2,33
Cost acquisition 1 Student: US$ 0,112

10. The End