The document provides an analysis of the opportunity for Project Phoenix, a proposed social learning platform. It introduces the team behind the project and recaps their mission/vision. Customer interviews with teachers, students, and parents provided feedback that was used to modify the initial business model. A market sizing analysis estimated the total addressable market for classroom software in India to be around $250 million, with a serviceable market of around $83 million for Project Phoenix. Next steps include building a higher quality prototype, creating a marketing page, finalizing an opportunity execution plan, and creating a personal business plan.

1. Opportunity Analysis –
Project Phoenix
Venture Lab Entrepreneurship Course
November 20, 2012

2. Objectives
• Introduce project phoenix, our team
• Recap mission/vision and our value proposition
• Present findings of customer interviews
• Discuss modifications to business model based on customer
feedback
• Share results of market sizing
• Next steps

3. Who We Are
Supriya Kurpad Prasad Parigi
• Highly experienced IT Professional with
• 2yrs exp as Associate Consultant , Software incredible experience acquired over the years in
Development with Oracle Financial Services diverse areas encompassing Global Business
• MBA Marketing Delivery, Enterprise Software
• Microsoft Internship in Technology Marketing Development, Customer Engagement
• Currently working at Product Manager of • 4.5 years of experience in Leading EMC
Wisdomleaf Technologies Documentum Product (Enterprise Content
Management)
Expertise: Product Marketing, Business Dev. Expertise: Web technology, Database Design.
Nikhil Swaminathan (Team Lead) Rahul Joseph
• 4 years of experience working for consumer • ~2 years consulting experience with Deutsche
electronics startups. Post DHL
• 2 years of experience as a Product Lead working • 2 years experience as a management trainee
between Development and UX roles. with the Maersk group
• 3 years experience as a Software Developer for • B.A. in Math, MBA with a concentration in
Android and BlackBerry phones. Marketing & Strategy
• Passionate about Education & Technology
Expertise: Computer Engineer, Product Expertise: SCM, Key Account Management, Sales
Development, HCI, Learning Mgmt. Systems. Force Excellence, Org.Strategy

4. Context
Background Our Philosophy Our Solution
Project Phoenix arose out of the Project Phoenix will focus
team’s vested interest in heavily on pedagogy i.e. Develop a “social
changing the education system in the process of learning & learning platform”
India. Currently it: teaching, towards creating that:
an environment where: • Is interactive and
– Is entirely rote-based & didactic • Teachers will assume a inclusive
mentorship role with
– Follows a one-size fits all • Closely monitors
their students
approach student activity
• A 360 degree model will through the year
– Hinges on standardized testing be followed where
teachers further develop • Provides
their methodolgy based customised and
 We believe, technology
on students response to direct metrics to
backed by the right conceptual
the content teachers & parents
thinking can play a major role in
improving the quality &
“stickiness” of education

5. Value Proposition
Provide an + Student news feed shows latest
1 activity on the site
engaging platform
for students to + Phoenix engine provides student with
interact statistics about usage and performance
+ Customizable widgets can be added by the
student e.g. announcements, calendar etc.
Teacher feed displays advanced statistics
Teachers get +
2 to aid the teacher
directed metrics
about their Report generator allows the teacher to
+
classroom generate custom reports
Lesson plan allows the teacher to
+
view/modify her course outline
Dashboard gives a snapshot of child’s
Parents are +
3 recent activity
able to view
+
roadmaps of Parent-Teacher Forum provides a medium
student data for parents & teachers to interact

6. Opportunity Analysis Framework
Validate hypotheses by conducting customer interviews
1
Size market given the
new value proposition
3
2
Modify business model based on
customer feedback

7. 1
Feedback from Customer
Interviews - Teachers
Interviews Conducted Reactions
Number of Interviews: 5 We see the need and the value in Several concepts would be easier to explain with
Customer Segments bringing technology into the visual aid and through experiential learning.
targeted: classroom
• 4 Teachers of various
subjects from Classes 5 Such a product would be a
We’re skeptical about having the time to create
to 7. morale booster to our efforts in
content but will be more than willing to share
• Lecturers of Engineering teaching children
provided content.
Subjects such as
Microprosessors, Electr
onics and Computer Students whose parents are Students are not very responsive in class
Networks. Attentive to their progress and such a forum might help increase
Perform better than those frequency and interest in their interactions
whose with lecturers
Parents are less involved
Time constraints are a concern. Syllabus
has to be covered as scheduled. Use of Not all students might use such a
such tools might slow down the process of forum productively. Their activities
covering chapters. must be moderated

8. 1
Feedback from Customer
Interviews - Students
Interviews Conducted Reactions
Number of interviews: 5 A platform to interact with other students online
Bringing technology into the
Customer Segments would help share ideas and collaborate on
classroom will help us better
targeted: assignments.
understand subjects.
• 3 Engineering Students
 1 First-Year Bringing technology into the
Undergrad classroom will help children
Cost is not a concern. We're ready to pay for a
 1 Senior learn to apply the theoretical
better learning experience.
student concepts they learn.
 1 graduate
student.
I would not like to receive too many This platform would help parents access
• Two school students
SMS and email updates. Frequency material used to teach children in school
 1 class 5
Of updates should be at my and get a better understanding of what is
student
discretion. ebing taught
 1 class 10
student
Though this platform will help better
I would not like to monitor activites of understand concepts, I am skeptical it
My children on the forum. I'd trust them to will result in better
use it for beneficial discussions.Younger marks/performance, considering
school children might need guidance. current exam structure

9. 1
Feedback from Customer
Interviews - Parents
Interviews Conducted Reactions
Number of interviews: 5 A platform to interact with teachers as and when
Bringing technology into the required rather than one scheduled Parent
Customer Segments
classroom will help children Teacher annual meeting will help monitor the
targeted:
better understand subjects child's growth better.
• 3 parents of current Bringing technology into the
engineering students. classroom will help children
• 1 parent of a Grade 10 Cost is not a concern. We're ready to pay for a
better learning experience. learn to apply the theoretical
High School student. concepts they learn.
I would not like to receive too This platform would help parents access
many SMS and email updates. material used to teach children in school
Frequency of updates should be at and get a better understanding of what is
my discretion. ebing taught
I would nto like to monitor activites of Though this platform will help better
My children on the forum. I'd trust them to understand concepts, I am skeptical it
use it for beneficial discussions.Younger will result in better
school children might need guidance. marks/performance, considering
current exam structure

10. 2
Modified Business Model
Business Model Item Original Modified
Value Proposition Parents will be able to Parents will be provided
monitor student activity on relevant metrics such as
the portal. lesson plan, student
assessment etc. but most
student
activity/interactions are
private.
Customer Segments Teachers, Parents, Teachers, Parents,
Students, Administrators Students, Administrators,
Tutors, Individuals
Revenue Stream Subscription/Freemium Introduced the possibility
of a tiered model. Basic +
Premium Plan.
Key Partners Tech Companies, Schools Addition of Colleges,
Enterprise, Vocational
Learning Centers

11. 3
Market Sizing
Total Addressable Market Serviceable Market:
• Estimated private spend on K-12 • Schools in India, where
+ higher education in 2012 : ~ students have access to a
$24 billion computer/internet at home
• The market for ancillary • Schools in India, with the
education is 12% of the whole : ~ appetite to invest money on
$ 3 billion tech solutions
• Market for ICT of this whole is Top 10 % of Urban households
estimated at $ 1 billion (per (in terms of consumer spending)
market reports) account for 33% of total private
• Market for ICT is comprised of spend
Interface tools (pcs, tablets etc.)
& Classroom tools We assume top 10% of urban
(hardware,software) households fulfill the criteria
• Assuming ICT market is spread listed above
evenly across the two categories,
market size for classroom tools is
~ @ 500 million Serviceable market =
• Assuming equal distribution 33% of Total addressable market
across hardware & software, ~ $ 83 mn
market for software ~ $ 250 mn HIGH LEVEL ESTIMATE
Source: Indian Education Sector Outlook by Technopak Advisors;Anand Rathi Education Sector Report; ICT in Education Sector Report 2012 by research & markets

12. Next Steps
1 Build a higher quality prototype
2 Create a marketing page
3 Finalize opportunity execution plan
4 Create personal business plan