ROADMAP FOR MARKET EXPANSION AND

IMPROVED INTERNAL MANAGEMENT STRATEGY

FOR AN EDUCATION COMPANY
 INDUSTRY OVERVIEW
Education industry is growing at CAGR of 34 % with online services growing at CAGR of 52 %. High internet penetration
has forced the industry towards an online model, benefiting all the stakeholders.
Market Size & Opportunity Current trend in the industry Current Statistics
- Offline tutoring merging with Online services
Market Growth How Indian Tutors are promoting
6
5.1 themselves
Market Value ($billion)

Classroom education
5 4.5
4 Primary, secondary and
3.8 Word of mouth
4 high school 22%
3
2 Tutoring and Pamphlets
2 coaching 50%
14%
1 Freelance
Educational services and Platform
0 technology based delivery 14%
of knowledge Online
2016 2017 2018 2019 2020 Promotion
Year Online Industry -Key features & challenges
• Rapid proliferation of internet and • 50% of tutors have started using online platforms to
technology, education is now emerging • Customer centric products need to be developed
advertise their services and promote themselves
• High Competition, hence right quality tutors, price & tools
as one of the hottest segments for Targeted
Products
required
• CAGR of 52 % is expected according to annual report
growth, success and revenue by KPMG, converting a currently $ 0.25 billion business
• Attracting quality talents is a major challenge in the industry.
• More than 30% of India's total students 70-80% revenue goes to the enlisted tutors to a $ 1.96 billion business
• Need to invest in modern technology-a flexible personalized
are already using online apps and Retain
quality tutors platform connecting students and tutors • Around 280 million students will be enrolled by 2021
portals to learn • Teachers of reputed private schools are leaving their
• India’s online tutoring market is growing • Both students and teachers can enjoy flexible timings
jobs to take up private coaching
• This will attract more aspiring students and quality teachers who
rapidly every year and is about to Flexibility are otherwise unable to take up a regular 10-4 teaching job
• 18% positions of teachers in government-run primary
touch 5% of the country’s total GDP by schools and 15% in secondary schools were vacant
2021 nationwide.(MHRD Report)
 ORGANIZATIONAL DESIGN HR ISSUES AND RESOLUTION
Chairman/MD •The Franchise Model takes away complete control of the
branches from the Head Office, because of its
Admin – Head Office Content Development/ IT Infrastructure
decentralized nature.
Publications Marketing/Design
•Using Franchise Model, the Management Bandwidth
• Functional structure at the Head
needed at Head Office is minimal because each Franchise
Teachers
Office to manage operations in a Director manages the P & L of the franchise.
Each
Head Marketing/Sales
centralized way. •The Head Office can ensure quality and consistency of
Franchise • De-centralized Franchisor-
Franchisee structure for each
offerings, by enforcing standard practices and regulations
Admin to be followed while running operations.
centers.

EMPLOYEE EVALUATION METRICS AND LINKAGE TO ORG GOALS

ORGANIZATION GOAL
AND OBJECTIVE: Teachers No. of classes taken, Feedback from students

PRIMARY OBJECTIVE Appraisal by Manager, Reach generated through campaigns,

Marketing/Sales
• Profitability Number of students onboarded
SECONDARY OBJECTIVE
Admin Staff Appraisal from Manager, No. of tickets resolved
• Customer Attraction &
Retention: Brand name
• Attracting quality tutors - Quality and Number of Videos processed, Feedback from users
IT/Content Staff
Compensation and Salary about the interface
 MARKETING STRATEGY SALES LEVEL AGREEMENT – CLOSED LOOP REPORTING
ONLINE CHANNELS OFFLINE CHANNELS
Get up-to-date Better Contacts
▪ Providing Introductory content of the course ▪ Free seminars and demo classes
market Info. Management
for free and making the upcoming chapters ▪ Bundling of online and offline services
premium ▪ Offering convenient payment plans like EMI
▪ Offer short-term certification courses that ▪ Pamphlets and banners of success stories Learn which Prioritization of
would be of value addition to CVs to increase visibility channels are the correct
working
MARKETING SALES contacts
▪ Show customer reviews to increase ▪ Publishing magazines and books to ensure
transparency with the customers credibility
▪ Create podcasts for easy access of the ▪ Test series and follow-up to build Create buyer De-duplication of
content relationships with prospects personas contacts
▪ Creating a strong Inbound Marketing ▪ Advertising through college symposiums
Strategy Optimize ROI Optimize budget

Inbound Marketing Strategy helps to identify prospects and convert them to buyers Healthy Information sharing between Marketing & Sales increase closed sales

CONTENT BLOG ▪ A strong pillar page with hyperlinks to other pages

MARKETING ▪ Usage of specific keywords and phrases

▪ Effective community building in FB and Telegram CONTENT INFLUENCER TOUCH POINTS WHEN REPLIED
FACEBOOK/ ▪ To leverage analysis tools to build Buyer personas PILLAR MARKETING FOR BACK IN 30
INSTA AND ▪ Analyzing demographics to find areas of expansion PAGE CONVERSION MINS
SOCIAL MEDIA OTHER PAGES ▪ Answering questions in Quora
MARKETING ▪ Paid ads to reach out to target segment effectively
YOUTUBE/ ▪ Educational videos and live webinars to reach out to
ONLINE broader target segment 4x leads 76% 6 to 8 21x leads
PLATFORMS ▪ Providing value converting prospects to buyers
trust them
ALL ▪ Selling success stories with Student testimonials
INFLUENCER
SOCIAL MEDIA ▪ Tie-up with other online educators (with
MARKETING
complementary products) and co-promote bundles
GMAIL, ▪ Lead Nurturing and Contacts Management
EMAIL
OUTLOOK etc. ▪ Customized email newsletters and frequency to
MARKETING
different buyer personas
SOURCE - HUBSPOT
 DIGITIZATION OF OFFERINGS

Digitization of offerings should be carried out incrementally, ROAD MAP FOR DIGITIZATION OF OFFERINGS
starting from the most essential and basic material, gradually
moving towards sophisticated and curated content. The following
flow diagram arranges the common contents that are being
offered by other industry players in the prescribed order of
digitization.

PLAN OF ACTION

• Defining the curriculum requirements

• Structuring the curriculum map
CURRICULUM
MAPPING • Linking the elements of curriculum map

• Define instructional design PRODUCTS TO BE DIGITIZED

LEARNING • Study content requirements of product
DESIGN Handwritten/ Books/Reading Test Series &
Documented Notes Materials Assignments

• Previewing content SERVICES TO BE DIGITIZED

AUTHORING
• Market ready solutions
Marketing & Sales Tutoring and Assessment and
Content creation Feedback
 MEET THE
TEAM

We are a
group of IIMA
students
interested in
solving real-life
business
problems. We
have expertise
in areas of
Marketing,
Analytics,
Consulting, Tech,
Business
Development,
and Finance