Gensis_IITR_BinaryBots case competition.

This is casecomm deck organizeed by iit roorkee

1. Ed-Tech is to India, what E-commerce is to China –Blume ventures, summer 2020 Team: BinaryBots Department of Management Studies, IIT Roorkee Genesis Evolving Business Leaders Genesis Evolving Business Leaders

2. Competitive Rivalry Threat of New Entry: Rise in ed-tech start-ups, Big players entering the competition (like Jio, Birla, etc.) 02 Substitutes: Traditional classrooms, Homeschooling, freelance tutors etc. Supplier Power: YouTube: Variety of content available for free of cost. Limited availability of quality teachers. 01 Buyer Power: Price sensitivity is high due to competition, limited availability of good teachers and quality content 03 04 Total Addressable Market Serviceable Addressable Market Obtainable Market Market Overview Market Size: 6 Billion Assumptions: Total number of students (K-12, college and professionals): 300Million+ Current Average earnings per student: 40 USD Estimated Average earning per student: 61USD (Reference: statista.com ) Ed-Tech Growth in India CAGR: 25.28% Risks Digital Divide Regulatory Challenges Quality Control Competition Funding Opportunities Large addressable market Rise of Online Learning Government Support Technological Advancement Global Reach 6 Bn 2.5 Bn 1.5+ Bn

3. Awareness Buying Decision Onboard Usage Onboard Reviews/Articles PR Email marketing Onboarding email In-app guidance Webinars/Tutorials Agent/Account Manager Feedback surveys Renewal Support Radio, Social Media Word-of-Mouth Online Display Search Engines (SEO) C hat/Call support FAQ/grievances portal Loyalty Programs Tap into new regions Tie-ups and collaborations New features: AI-powered learning, personalized packages, Job portal, professional consultants Loyalty programs OPPORTUNITIES Fierce competition Heavily funded companies can attract teaching staff Low conversion rate Internal resistance to change THREATS Experience in Ed-Tech Industry Market Awareness Business Network Timing – Technological and Government support STRENGTHS Lack B2C experience Geographic limitation Limited courses Budget constraints Undefined departments without clear demarcation Contractual faculties WEAKNESSES Company Analysis Customer Journey Academic Journey of Student Agent or Account Managers Third-Party Sites

4. Our Proposals Uploading free content on YouTube will attract potential customers. Grow SkillPro reach with little expenditure. You Tube as a marketing platform 01 Attracting new customers also demands new courses and potential teachers. Allowing SkillPro to stay competitive in market and deliver user needs meeting the industry requirements 06 Variety of Offerings. Curated packages as per customer’s need, AI can help SkillPro plan and recommend the customized package. 02 Our B2B penetration figures are good, SkillPro’s net worth increase by 114% in 2021. The market has potential as parents and students are now moving towards e-learning. Raising funds will bolster our expansion plans and increase our risk appetite. 04 The h ybrid model has a very high impact and should be implemented (starting from T-1 cities). This allows parents and students to feel associated and confident with the enrolled institute. 05 B2B and B2C expansion: Immediate plan of action, connecting to MSMEs and other businesses in different regions than the E ast . Venturing into B2C would make insta nt profits, given the availa b le students. 03 Impact Feasibility High Low Low High Tie-ups Acquisition and Merger B2B and B2C sales and training department 1:1 counselling Job portal Digital Marketing Free + personalized Content B2C + expansion Hybrid Model New Courses Raising Funds Retaining teaching staff will boost SkillPro’s branding. Profiling faculties for maximum customer traction e.g. Displaying faculty exam scores, achievers list, etc. Periodically visiting the teaching content and realigning as per changing needs. Proposal for maintaining Company’s Internal Health: Clear demarcation of roles and responsibilities – ensures minimal internal conflicts, efficient work-load distribution. Loyalty Programs: Teaching Faculty- Annual reward for best performance, Gift cards, etc. Customers- Customers get benefits based on their exam performance, Referral system

5. Tie up with institutions, corporates , government agencies. B2C and Geographical expansion Give discounts, rewards, and loyalty programs to long-term customers. Go for series A funding Launch schemes like discounts on initial prices by referral connection. Use customer testimonials and e ach advertisement in an area to have a separate customer testimonial, with some customer of that area too. B2C expansion helps in gaining user reach – 9Lakhs Aiming ARPU of Rs. 4150 Projected minimum expenditure- Rs. 29 cr . Expected revenue at the end of 2026 - 33cr. Projected minimum expenditure- Rs. 1.6 cr . Projected signups – 27K Revenue at the end of 2024 - 1.4 cr. Maintaining overall rating 4.6 out of 5 Projected colleges associated:24 Penetration rate would be 11% from 10% Work on professional customer support, priority optimised on average customer value . Increase marketing executives. Prioritize improving service quality, network uptime, and tech to tackle customer frustrations and service disruptions. Start introducing more courses and free YouTube content Start pilot project for geographical expansion to other regions. Design marketing channels to increase word-of-mouth 01 02 03 04 Retention Expected Outcomes Sustainable Growth Expected Outcomes Phase 2: (2025-2026): Sustainable growth Phase 1(2023-2024) : Retention Execution

6. Projected minimum expenditure- Rs. 46 cr Expected revenue at end of year 2028 - 52 cr. Aiming ARPU of Rs. 4550 01 02 03 04 User Attraction Expected Outcomes Sustainability and Scaling Expected Outcomes Go for Hybrid model ( offline+online ) Sponsor hackathons , webinars and events/movie for better reach . Go for series B funding Use AI/VR for customized learning programs Invest in research and development to stay ahead of competitors and anticipate future trends Go for series C funding Explore strategic acquisitions or partnerships to expand into adjacent markets Foster a culture of sustainability by implementing eco-friendly practices, reducing carbon footprint, and supporting social causes Strengthen corporate social responsibility (CSR) programs by investing in education initiatives, scholarships, or mentorship programs. Go for series C funding Explore strategic acquisitions or partnerships to expand into adjacent markets Foster a culture of sustainability by implementing eco-friendly practices, reducing carbon footprint, and supporting social causes Strengthen corporate social responsibility (CSR) programs by investing in education initiatives, scholarships, or mentorship programs. Phase 3(2027-2028): User Attraction Phase 4(2029-2030): Sustainability and Scaling Execution

7. Highlight the importance of Quality education Promotion Touchpoints where consumer s could be attracted towards our company like Institutions and social media. Events and webinars for increasing engagement and attracting new users Free content on YouTube Consumer Connect Gather and Act on Feedback Offer Rewards and Incentives Create Online Communities and Social media engagement Partnerships Government Agencies like NSDC, NCERT for skill development initiatives. Educational institutions like IGNOU, for offering supplementary learning resources to students Technology Providers like Microsoft for leverage their infrastructure, tools, or platforms to enhance the edtech startup's offerings Content Providers like National Geographic to expand the range of educational resources available on the platform FinTech Companies like cred, Auxilo to offer flexible payment options, or scholarship programs to make education more affordable and accessible. Emotional Appeal Data-driven Insights and Underwriting: Edtech platforms can collect and analyze data on customer behavior, preferences, and knowledge levels Innovation and Product Development Brand Differentiation and CSR Increased Consumer loyalty and retention Insurer Gains Our edtech startup offers personalized and interactive learning experiences through innovative technology, engaging content, and expert guidance Students, Parents , Teachers , Corporate clients , Institutions Consumer Gains Community and Collaboration Access to Diverse Resources Performance Tracking and Feedback Personalised Learning Experience Value Proposition Target Group Go To Market Strategy Students, Working Professionals, Parents, Teachers, SkillPro , Education Institutions, Government, Investors and Venture capitalists, Research Institutes, Non-Profit Organizations Key Stakeholders

8. Skill Pro stays competitive by offering well-designed study plans and utilizing AI and AR for immersive online classroom experiences. Regular market research ensures their product evolves to meet learner expectations and capitalize on emerging opportunities . Skill pro’s brand revitalization can be done through focusing on cutting edge technology , providing multiple upskilling courses , and making sure personalized recommendations are provided to students. Skillpro strengths lies in providing quality education content from top quality educators Skill Pro employs content marketing, social media engagement, SEO, and targeted online ads to build a strong online presence and foster meaningful interactions with customers, enhancing brand visibility and engagement. Establish a strong online presence through various digital touchpoints. Segmentation could involve categorizing users based certain factors like age, skill level, learning preferences and educational goals . By understanding their unique needs, we can cater each segment by providing tailored content , features and support services to better serve each group. . Skill Pro enriches its offerings by partnering with renowned guest faculties and industry leaders for exclusive lectures, while collaborations with institutions, corporates, and tech providers maximize its presence. Additionally, teaming up with education-focused digital influencers enhances promotion and engagement. We can align our platform with NEP 2023 by incorporating its key principles such as flexibility, multi-disciplinary learning and technology integration. We can also incorporate vocation training and lifelong learning that cater to diverse career pathways and fostering a culture of continuous upskilling and reskilling Adopting New Education Policy 2023: Q 1 Q 2 Q 3 Q 4 Phase1 (2023-24 ): Retention ( G R A P H S H O W I N G A LL O C A T I O N T I M E ) Phase 2 (2025-26): User Attraction Phase 3 (2027-28): Growth Phase 4 (2029-30): Sustainability Metrics to track for measuring marketing efficiency Customer Loyalty Programs Strategies to Improve Customer Retention Metrics Regular communication and Engagement Personalize the customer Experience Deliver Exceptional Customer Service Customer Lifetime Value (CLV) Customer Acquisition Cost (CAC) Conversion rate Website Traffic Emotional Connections Quick solutions to issues Proactive Customer Success Management Net Promoter Score Social Media Engagement Brand Awareness Brand Revitalization Partnership Digital Marketing Customer Segmentation Product and Service Innovation

9. Particulars 2023(in Lakhs) 2026(in Lakhs) 2030(in Lakhs) Production cost 30 700 1600 Advertisement and promotional expenses@10% 10 400 1000 Commission 7 160 350 Miscellaneous at 7% 6 280 700 Purchase of study material and course wear@4% 4 160 400 IT Cost 4 60 140 Employee and their benefit expenses 6 450 900 Advertisement and promotional expenses@10% 10 400 1000 Operating@5% 5 200 500 Depreciation, depletion and amortisation expense@2% 2 80 200 Total Expenses 84 2890 6790 Revenue Stream 2023 2026 2030 Targeted Reach Conversion rate Website Visits Targeted Reach Conversion rate Website Visits Targeted Reach Conversion rate Website Visits Total Marketing Ads 1,68,75,000 4% 6,75,000 29,45,11,111 6% 1,76,70,660 32,53,22,656 8% 2,13,86,250 Website Signups/Apps download 4% of Total Marketing Ads 27,000 5% of Total Marketing Ads 8,83,533 6%of Total Marketing Ads 12,83,175 Average Penetration 8%of Website Signups/Apps Download 9%of Website Signups/Apps Download 12% of Website Signups/Apps Download Total Sales 2200 79,518 1,53,981 Product Price 3600 4150 5065.56 Total Revenue 79,20,000 33,00,00,000 78,00,00,000 Net worth 2023:- 1.25times 2026:- 1.4times 2030:- 1.6times 99,00,000 46,20,00,000 100,00,00,000 Assumptions : The product price is the average of all the products offered. Average penetration rate increases by 0.5% per year Conversion rate doubles from 4% to 8% in 7 years. Operating and Marketing cost remain constant at 5% and 10%, respectively

10. Phase 2 (2025-26) Launch a rebranding campaign tor B2C expansion.(2.5 crore) S t r e n g t h e n c u s t o m e r s u pp o r t s e r v i c e s t o e n h a n c e c u s t o m e r s a t i s f a c t i o n a n d l o y a l t y (50 lakhs). Build strategic partnerships with educational institutions, organisations, or influencers.(2 crore) Phase 4 (2029-30) Invest in research and development to stay ahead in technological advancements,( 9 crore) Continuously monitor market trends to adapt strategies for sustained growth and competitiveness..(5 crore) Phase 1 (2023-2024) Conduct a thorough internal assessment to identify strengths, weaknesses, opportunities, and threats. (1.5 lakh) Evaluate the current marketing team and hire additional talent if necessary to strengthen the marketing efforts.(6 lakh) Free YouTube content (2 lakh) Start pilot project for geographical expansion to other regions.(5 lakh) Phase 3 (2026-27) Launch targeted advertising campaigns to highlight revamped services and engage with the customer base.(1 crore) Engage in community outreach through sponsorships and events to build positive relationships and improve brand perception.(2 crore) Hybrid model execution ( offline+online ).(8 crore) AI/VR for customized learning programs(4 crore) 01 02 03 04 Reserve: INR 1 Crore (for unforeseen expenses or adjustments) Regular monitoring and reporting of expenditures against the allocated budget. This distribution ensures a balanced approach, addressing immediate needs for assessment, communication, and team reinforcement, followed by strategic investments in rebranding, technology, and community engagement. Long-term sustainability is supported through R&D, loyalty programs, and ongoing market trend monitoring. Regular financial oversight is crucial to ensure optimal fund utilisation and to make adjustments as needed. Financial Oversight

11. Risk Mitigation Strategy for SkillPro Suitable Strategies to help SkillPro preemptively tackle unanticipated risks due to external and operational factors Analysing the potential roadblocks and finding strategies to counter them and drawing a timeline to achieve them. RISK EXPLANA T ION MI T IGA T ION H ig h PROBABILIľY IMPAC T After Mitigation Impact H i g h L o w L o w Market Competition F i n a n c i a l Risks Quality of Content and Instruction : M ultiple players trying for market share, price wars, erosion of profit margin The risk of loss resulting from fluctuating revenues, rising operational costs, economic downturns, and inadequate financial planning Poorly designed or outdated content, along with ineffective instruction methods, can lead to low user engagement and dissatisfaction Develop competitive pricing strategies , service offerings, and customer retention programs to stay ahead of competitors. Diversifying revenue streams and investment portfolios to minimize dependence on any single source Implement rigorous content quality control measures, involve subject matter experts in course development, continuously update content based on feedback and industry trends

12. Conclusion Appendix Invest in Continuous Innovation : Prioritize ongoing research and development to enhance platform features, content quality, and user experience. Strengthen Customer Engagement : Implement strategies to foster deeper connections with users, including personalized communication, feedback mechanisms, and community-building initiatives. Expand Geographically : Explore opportunities for geographical expansion to reach new markets and diversify the user base. Conduct thorough market research and pilot projects to identify viable expansion strategies. Forge Strategic Partnerships : Collaborate with educational institutions, corporates, technology providers, and influencers to amplify reach, access new resources, and enhance brand credibility. Focus on Talent Development : Invest in talent acquisition, training, and retention to build a high-performing team capable of driving growth and innovation. Optimize Marketing Efforts : Continuously evaluate marketing strategies, channels, and campaigns to maximize ROI and effectively reach target audiences. Prioritize Customer Success : Place emphasis on customer satisfaction, success, and retention by providing exceptional support, personalized learning experiences, and value-added services. Maintain Financial Discipline : Monitor and manage finances prudently, ensuring alignment with business goals, revenue projections, and expenditure priorities. Stay Agile and Adaptive : Remain agile and adaptable in response to changing market dynamics, emerging trends, and evolving customer needs. Measure and Analyze Performance : Establish key performance indicators (KPIs) to track progress, measure success, and identify areas for improvement. Utilize data analytics and insights to inform decision-making and strategy refinement. https://www.mckinsey.com/industries/education/our-insights/five-trends-to-watch-in-the-edtech-industry https://market.us/report/edtech-market/#:~:text=Report%20Overview,period%20from%202024%20to%202033. https://www.india-briefing.com/news/profiling-indian-edtech-industry-us-10-billion-dollar-opportunity-24013.html/ https://startuptalky.com/byjus-learning-app-success-story/ https://inc42.com/datalab/the-future-of-education-indian-startups-chase-10-bn-edtech-market/ https://www.grandviewresearch.com/industry-analysis/education-technology-market