A Go to Market strategy

overview for a Tablet based

education platform

Products That can be designed for Electronic Format

USB based education product.

SD card based product for tablets

CD/DVD based product for computers/laptops

Tablet based product

Free test package of 12 tests :

o This product will be created from the existing Product

o This product will be given to students who refer additional students

o This product can also be given to students who achieve a level of forum participation

Free 52 weekly Mailers/Study circle :

o This product will be created from product being sold in other formats.

o This product will not be sold separately but only available to existing customers

o This product will help students study in a disciplined time bound manner

o This product will have weekly goals and targets for people to complete the course

Forums : Forum will be a separate product which will aim at

o Forming student communities and study groups based on

Similar scores and rankings

Similar problems being faced by students

A place to come and discuss issues

A place to come and seek help

o Forum will have both students and teachers as contributors

The teachers will administrate the forum

Students will become moderators after achieving a level of score

o Levels of users in a forum

User : Simple student who wants guidance

Verified user : Users who have bought the product

Super users : Users who are verified users, but also help other users

Olympians : Users who excel in problem solving and have subject command

Wizards : Users who are teachers

Moderators : Senior forum members and help with administration

Staff : Staff will look at technical problems on a forum

Site Admin

PAYMENTS& Pricing We have to look for additional avenues if we can convert the payment to EMI payments.

o All major websites offer EMI payments in Tie-up with credit cards.

o Most retailers now accept Credit Cards, with EMI facility.

In case the retailer doesn’t have EMI, he can still earn money by recommending the customer

to us, where we sell the product on EMI, and retailer gets a referral fees, which is lower than

his direct cut.

A virtual trial section on the website where customer can try out the product as many times

as he wants for free.

GO To Market strategy

Go to Market strategy will be launched in 3 stages

o Phase I – Cover 15 cities and have one staff and one distributor placed in each city.

Selection of city will be from Tier II city group, based on

Population

Number of IIT aspirants and selections every year

Non-Metro Cities without IITS

Sales of 200 PAD units per city per month by year end

Sales of 600 other units per city per month by year end

Staff will cover

Schools and Influential teachers

Distributors

Coaching centres

Time line to complete this is one year from start.

Local advertisements in newspapers for brand building, with testimonials.

Full website activation with forum support

Launch of affiliate network to support sales from own website.

2 hoardingsX 15 cities at key student locations.

o Phase II – This will cover

E-commerce chains : Accounts setup and supply

Retail Chains : availability in retail stores all across india

15 additional cities including metros

Place 2 staff members and 2 distributors in all the metros

National Brand Building campaigns to support the effort

Opening direct marketing channels

Timeline to complete this is two years from start

Sales of 1000 PAD units per month from all channels by end of year

Sales of 3000 other units from all channels by end of year.

Launch a youtube channel

Work on traffic and customer acquisition for website

o Phase III – This will cover

A national Branding campaign on larger scale

Opening up the market for all cities. Should reach 50 cities.

Ensuring Sales of 2000 PAD units per month from all channels

6000 other units per month by end of year.

Consolidating relationships

Efficiency drives, cost optimization, channel efficiency

Dealership training programs

Customer outreach programs on a regular basis, events

Scoping international markets

Additional products around MBA and other entrance exams.

COST Factors

Following will be the cost elements in each phase

Cost Heads Phase I Phase II Phase III

BD salary 5 lakhs per month= 60 12 lakhs per month 17 lakhs per month

LPA

Hoardings 1LPAx15=15 LPA Open Open

Travel 10LPA Open Open

News Paper ADS 15 cities 50 LPA Open Open

Local Events and JEE Guidance Seminars

20 LPA

WHS & Logistics 10 LPA

Location Office & admin None- Work from Home

Total 1.65 crore

Staff Breakup for business development

Phase I Phase II Phase III

BD AsstMgr 15= 15 cities 35=25+10= 25 cities + 5 metros

55 = 45+10= 45 cities+ 5 metros

BD Manager 5= 1 per 3 cities 13=8+5= 1 per 3 cities + 1 each metro

20= 15+5= 1 per 3 cities + 1 each metro

Sr BD manager 2 = each per region 4 = each per region 4 = each per region

Total 22 52 79

Staff BreakupShipping and operations

Phase I Phase II Phase III

Warehouse AsstMgr 1 1 Warehouse Mgr 1 1 1

Warehouse exec 2 3 5

Warehouse Acc 1 1

Total 3 8 11

Assumptions:

Hoardings and advertisements will be a seasonal feature and done intermittently

All figures are for the start of next year..and therefore for the current year will be amortized.

Salary for AM= 15kpm, BDM= 25 KMP, SM = 40KPM

Freebies and cash discounts are not a part of this calculations as they are variable.

Sales projections by closing of each phase

Phase I- Phase II Phase III

PAD 200X12= 2,400 per year 1000 X12= 12,000 per year

2000x12= 24,000 per yr

DVD 400 X12 = 4,800 per year 2000 X 12 = 24,000 per year

4000 X 12= 48,000 per yr

USB/SD 200 X 12 = 2,400 per year 1000 X 12 = 12,000 per year

2000 X 12 = 24,000 per yr.

Phase I

Sales will grow due to the new and fresh nature of the product

Product will be popular amongst early adapters

New Content

Phase II

Sales will grow because of Additional channels being opened up

Branding exercises taking effect, along with word of mouth, and success stories

Prices will come down for the tablets, making product cheaper and accessible

Phase III

Competition will drive prices further down propelling sales

Established position in the market will drive pull sales.

Branding Exercises

Even More easier availability.

Growth will slow in percentage terms because of Higher previous year base and competition eating

away at the share.

Assumptions

Figures to be achieved by end of the year.

The actual response to product may differ, and the sales mix may vary.

Marketing Strategy for the First Year

Customer marketing

Newspaper advertising for brand building

Hoardings at 2 student facing key locations in each of the 15 cities

Initial inaugural offers: cash discount on the product

Referral freebie : Recommend to friends, if they buy, you get 12 tests worth XX rupees

Additional freebie: Verified User status on forums, study circle newsletter for planning, access

to special areas on the website.

Dealerships

Turnover discounts on reaching targets: get additional devices.

Bulk Firm purchase discounts : Get additional devices

Introduce a dealer discount: Introduce us a dealer in the next city, and get XX stocks free.

1 free Trial device on first confirmed order

Opinion Makers

45 Trial devices on lease in 15 cities to highly regarded opinion makers, IIT toppers, teachers etc.

Special conferences and symposiums for users where these teachers get to speak etc.

Referral fees. Each teacher has a special code, and for sales happening via that code, a special fees

goes to the teacher.

Marketing Activities

Events on how to prepare for JEE, counselling sessions with the following aims

o Showcasing the product.

o Reaching out to students

o Creating news for local media and public relations

o Creating a Buzz and word of Mouth Publicity

o Presence in school annual festivals, local events via a stall etc.

Advertisements

o Newspapers

o Hoardings

Customer outreach programs

o By placing product as school prizes etc.

o By running a mock test, and the winner gets product for free etc.

Dealer Programs

o For top performing dealers etc.

Dealer Setup, terms and conditions

Most of the terms and conditions would be standard; however these will be looked at in special cases

Customer

Online Support &

Information

Offline Points of

Sale

Franchisee network

Schools and

opinion makers

Online community

Online Sales & Advt.

Partnership in advertising.

Sales support/ business development support

Support in getting additional dealers from neighbouring towns.

Use of office space for meetings by our Business development Staff

Commitment on marketing activities by dealer on his level in retail outlets/ Point of sales.

Turnover discounts, but value to be given in free products rather than cash discounts.

Role of business development

One business development person will be attached with each dealer and cover the city and adjoining

areas to further business. He will cover at least 100 kilometres of Radius from the city he is based in.

This person will manage dealer relationship

o The dealer is putting in effort

o Iron out issues that the dealer might face with respect to product.

This person will be the Go-To Guy in the City ensuring

o Building Direct relationships with Coaching institutes, opinion makers, schools presenting the

product, creating awareness

o Conduct events, negotiate local advertisements, and directly push products

o Keep an eye on competition sales, and provide direct market feedback.

o Act as a liaison for other departments in the geography.

o Attend business queries, bulk queries institutional sales, etc.

THE ORG STRUCTURE

CEO

Marketing HR Finance Operations

Web Operations

Strategy SEO/SEMCategory

managementUI & UX

Business Development

StrategyB2B /

Corporate Sales

Franchisee Ops

TechnologyProduct

Development