This document summarizes an online learning app that provides courses from top Indian universities on mobile devices. It offers a variety of certified courses that can be completed remotely. Users can watch lectures, take quizzes, and receive certificates upon completion. The app aims to empower users through education and allow them to learn new skills anytime, anywhere on their mobile device. It has a freemium model and plans to generate revenue through in-app purchases and advertisements. The goal is to have 6 million users enrolled within 3 years.

1. for an
App

3. provides an online platform for learning
anytime, anywhere on the go. Consumers can
master in-demand skills required for today’s
competitive world.

4. •Users can enroll into any course of their choice, watch
lectures, and complete quizzes, all from a mobile device.
•Courses are offered by top ranked Indian universities
and corporations
•Users can avail a certificate from the institute upon
successful completion

5. Vision
To empower through education

8. Core Competencies
•A wide variety of courses including engineering streams,
management and sciences
•First-class lectures
•Unique user interface
•Personalized learning experience
•Creating a nationwide learning community
•Freemium model App

9. Strategic Assets
•Revenue acquired from in-app purchases
•Revenue acquired from in-app advertisements
•Projected large user base
•Top-ranked universities and corporations
•Communication partners
•Android user-base: 82% in India

10. Product Portfolio
•Certified courses from a plethora of categories
•Duration differs:
1)4-week course
2)8-week course
3)12-week course

12. Mobile Learning
•Mobile devices can help in the quick conceptualisation of smart
education systems
•India has the second largest mobile phone user subscription
base in the world, with over 900 million mobile phone users.
•Good penetration even in rural areas which lack infrastructure
• Widespread availability and adoption of mobile broadband
technology
•Market penetration of low-cost smartphones

13. Online Learning Trends
•Throughout India, online education is gaining favour as a career
accelerator, particularly in technical fields.
• 3.2 million Indian students enrolled in university-level
engineering programs

14. Mobile Learning Trends
•India’s population of more than 1.2 billion is nearly four times the
US total, implying huge potential
•Mobile learners will benefit from the ability to view and engage
content repeatedly and to start and stop their work on a course as
needed
•Over 50% of users across the world use mobile at least part of
the time for their courses
•24% of users access their course materials only on mobile
devices

16. Demographics
•India’s population 1.2 billion
•India has more than 50% of its population below the age of 25
• More than 65% below the age of 35.
•Approx 85% below 60 years of age
• By 2020,India will have the largest university-age population in
the world.
•Currently only 12.4% university-age Indians are in higher
education.
•Communication: Several regional languages

17. Characteristics
•A desire to learn
•A desire to enhance career
•Favour ease of learning

19. In 3 Years…
•Attain user base of 6 million
•Issue 1.5 million certificates
•Generate a revenue of

22. Demographic Segment
•Occupation: Students and professionals
•Students include under-grads, post -grads and trainees
•Age: 16 to 65 years
•Users from all culture and backgrounds
•Income: Enough to own a basic smart phone

23. Characteristics
Learning is a lifelong process!
•A desire to learn
•A desire to enhance career
•Favour ease of learning

24. Competitors
•Major competitors include Coursera, EdX – both based in US and
NPTEL-based in India
•NPTEL offers online courses by IITs, IISc but has no official App
•Only one Indian institute (ISB) is offering course via Coursera
•Only two Indian institute (IITB and NIIT) offers course via EdX
•I believe that India ultimately will be a much bigger market for MOOCs
than the U.S.,” -edX chief executive Anant Agarwal
•Indian enrollments account only for 8 percent of world-wide
activity in Coursera and 12 percent in EdX

25. Collaborators
•Universities: IITs, IIMs and other top-ranked Indian institutes
•Corporations: Google, Microsoft, Infosys …
•In-App advertisers
•Marketers and advertising agencies promoting Erudite
•Social media sites like Facebook, LinkedIn, YouTube etc
•Mobile App Store: Google play

27. Points of Parity
•Online learning platform
•A wide category of certified courses offered by universities and
corporations
•Lectures can be downloaded for offline viewing
•Assignments and quizzes

28. Points of Difference
•Focus on one Geographic Segment : India
•Certified courses offered by Indian universities-IITs, IIMs etc…
•Lectures available in regional languages like Hindi, Tamil etc…
•Personalized learning experience
•Additional premium benefits such as SD card, E-books and
solutions
•Premium benefits priced according to Indian Market
•Active discussion forums

29. Customer Value
•Learn anytime, anywhere on-the-go
•First-class lectures from top-ranked universities
•Become a virtual IITian, train in Google, Microsoft
•Master In-demand skills
•Part of a nation-wide community
•Enhancing Career

30. Collaborator Value
•Courses certified by their institutions
•Awareness and popularity
•Premium suppliers( Eg: for SD Cards) get benefitted
•In-app Advertisers attain deeper market reach

31. Company Value
•Awareness and popularity
•Revenue
•Empowering the nation

34. Logo: Eye of Knowledge
Brand Slogan: Empowerment through learning
Brand Mantra: Learn on the go!

36. Free Features
•A plethora of courses
•Video Lectures and slides
•Can be Downloaded for Off-line viewing
•Assignments and quizzes
•Discussion forums
•Translated lectures
•Feedback

37. Premium Features
•Earn a cetificate
•No-Ad mode enabled on purchasing a certificate
•Graded assignments and quizzes
•Final online exam
•Additional benefits including E-books, notes, solutions to
assignments and quizzes
• peer comparison and user analysis
•8-GB SD-card containing all the lecture videos

38. Portfolio
Freemium model employed on
•4-week course
•8-week course
•12-week corse
Pricing differs accordingly…

40. Factors
•Indian Economy
•Competitors costs and offerings
•Objective : To reach as many targeted
customers as possible

41. Duration Certificate Additional
Benefits
8 GB SD-
card
4-week
course
$9.43 $1.57 $6.29
8-week
course
$18.86 $3.14 $6.29
12-week
course
$28.30 $4.72 $6.29
Prices
* **
*Includes graded assignments and quizzes, final online exam, no-ads
**Includes E-books, notes, solutions to assignments and quizzes, peer comparison and
statistics

42. Incentives
•Free t-shirts and badges for those who successfully complete 2
or more courses in Erudite
•Incentives for users who refer the app to friends
•Cash incentives for employees
•Funding universities and corporations for further developement

44. Promotion
•Social networking websites
•Social networking apps
•Blogs, newspapers and magazines
•TV Commercials
•Advertising via other apps
•Applying for App-Awards like NDTV App of the year etc

46. •Primarily through Google play store
•Other platforms such as Windows phone store
•Pre-installing the app in smartphones before they are purchased
in the market
•App download links in other apps and websites

49. Strategic Business Unit
•App Development team: Coders, developers, software and
design engineers
•Business Development team: strategists, negotiators,
networkers
•Marketing team: promotions, communications and distribution
•Data Analysis team: analysts, statisticians, online trends
trackers
•Finance and Accountancy team
•Public Relations team: employee relations and Investor
relations team

51. Pre Launch
•Business development team lays out strategy in accordance with the
company’s vision
•Finance and Accounting team draws up the budget and target revenue
•Data Acquisition: Lecture-videos collected from universities and corporations
to set up a Massive Open Online Course(MOOC) platform
• An efficient Android App developed by Software development Team using
the database
•Attractive user interface developed by designers in the company.
•During the app’s developmental stage itself, promotion across several
platforms done by the marketing team

52. Post Launch
•Data analysis team will monitor user behaviour and provide trends and
statistics
•Analysis on user feedback will be done by the customer care team
•Next, business development team will update its strategies to extend the
company’s reach and to make it agile and dynamic
•Further promotion by marketing team
•Finance and accounting team will handle revenue inflow and expenses
•Public relations team will strengthen ties with all the stakeholders
•Software and design development team will release updates to the App
•More courses will be released
And the cycle continues…

54. First 6 Months
•Analysis of consumer and business markets
•Setting up Strategic Business Unit
•Coming up with strategy to achieve the goal 3 years from App
launch

55. Next 1 Year
•Setting up MOOC platform with the help of collaborators
•App development
•Promotion of upcoming App (Last 3 months)

56. The Grand Finale
•The end becomes the new beginning: App
Launch
•Achieve the goal within 3 years!

59. Disclaimer
Created by Pawan Prasad K, IIT Madras, during a marketing
Internship by prof. Sameer Mathur, IIM Lucknow.