India Online

BUSINESS PLAN

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India Online is a market place (tab application) for students, focused on aggregating educational content & mock tests for national & other state exams.

TRANSACTION SNAPSHOT

India Online

CATIIT-JEECPMTIAS

AIEEEBANK PORAILWAYS

NDA

Students

Coaching Institutions

Business Model

Students can log-in and buy specific test packages relevant to their exam. The application also features national level benchmarking, detailed post test analysis and custom test creation for practicing specific sections of an exam

Coaching Institutions or Business Associates (BA)will upload questions pertaining to different exams. With their customized BA dashboard they can create, manage and price test packages for students.

India Online will offer this application free to students and will earn a 20-30% margin on each transaction

Student Acquisition and Projected RevenuesFunding Requirement

The company plans to raise $ 500 k over FY 2014 and FY 2015. The funds will be utilized towards

• Investment in IT Infrastructure

• Funding initial business operations

• National brand building

.13mn

120Lac

1.4mn

1200Lacs

3.7mn

3000Lacs

6.4mn

5500Lacs

2014 2015 2016 2017

Students Transacting on the Platform Approx Revenues in Lacs

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India Online is a project launched by Info Solutions Pvt Ltd, an IT Company based out in Main City, started in year 2006

COMPANY OVERVIEW

Graph not accurately scaled to time

2007-09 2010 2011 2012 2013 2014

Financial Years

Started Delivering IT Solutions

Offshore delivery center in Hyderabad & Main City

Started a business office Houston & Seattle

Started developing mobile apps & games

Won mobile application project for Procter & Gambler

Ventured into animation domain

Developed & Patented applications for diabetic care

India OnlineConcept Initiated. Launching Early Dec 2013

Company Snapshot

Share-Holding Pattern (India Online)

80%20%

Directors Parent Company 5%Mr A5%Relatives5%Mr B5%

“Post fund infusion ‘Advisory Investment Bank’ will hold 20 % of the total paid up capital in this project.”

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MARKET OVERVIEW

Tablet Market In India

The Indian Tablet market is buoyed by growing preference for tablets in education and enterprise sectors, according to a global research firm TechSci Research

It is also expected that most sales will come from Tier 1 cities, although the Tier 2 cities are also in the race for tablets

3.6 19

Tab Sales (Lacs)

2011 2013

$2 bnThe Indian tablet market size

33% CAGRforecasted growth rate for TAB sales till 2018

56.5%22.5%

6.2%1.9%

12.8%

SamsungAppleRIMHCLOthers

7.3 Mn UnitsExpected to be sold by 2016

Market Share (2012)

Exam Applicants - Currently Addressed Market

CAT - The number of applicants for CAT in 2013 dipped to a five-year low

JEE - Registered highest ever registrations for the JEE-2013 exams

AIEEE - The number of applicants in AIEEE-2012 were 1.3 million, in 2011- 1.1 million

GATE - A total of 12,00,728 candidates registered for GATE 2013 and 9,84,855 candidates appeared for the exam

BANK PO - 7,51,032 candidates appeared for bank PO exam on June 17, 2012

Other State Exams – The targets to cater another 5 lac candidates for miscellaneous state exams

Total Target Students

1.96 Lac

14 Lacs

13 Lacs

~12 Lacs

~7.5 Lacs

~5 Lacs

~52 Lacs

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REVENUE

India Online

70%30% Revenue Split

`

`

Coaching Institutions

Revenue Channels

• One time registrations from coaching institutes- Institutions from top 20 cities can manage and price their content inventory from their customized dashboard. The company is aggressively offering the platform free to the institutes pre-launch. Post launch it will bag an average one time revenue of INR 250k from each institute

• Dedicated student transactions from coaching institutes- Since the coaching institutes will be managing all their inventory via a unified platform, we are expecting nearly 40% of the student force will make online transactions for content buying. The average annual cart size for Tier 1 and Tier 2 cities students is estimated at INR 1500 and INR 1000

• Open Platform Transactions – This application is freely available students PAN India. Students can transact and download content from any coaching institute for any national or state level exams.

Students Acquired FY 2014

Students Acquired FY 2017

Student base of ~55 lacs. Weighted Average acquisition 1.35%

Student base of ~73 lacs. Weighted Average acquisition ~15 %

75 k

1 mn +

Students Transacting on India Online

Revenue Model

Revenue Snapshot (in lacs)

2014

2015

2016

2017

50

367

440

103

15

325

1192

2027

51

527

1441

3388

116

1218

3073

5518

Total

One Time RegistrationsStudent from InstitutesStudents PAN India

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CUSTOMER ACQUISITION & TRACTION

Chennai Chandigarh Allahabad Nagpur Pune

NCR Aligarh Banaras Raipur Hyderabad

Gaziabad Lucknow Jhansi Kolkata Cochin

Agra Kanpur Main City Mumbai Bangalore

Top 20 Cities for Launch

Coaching Institutions Open Market

Currently tied up with 20 Institutes With a student base of 60k

Plans to reach 1.1 mnactive customers by 2017

• The launch of the application (& institute tie ups) will be in top 20 education hubs of India.

• The company is planning to reach to a total of ~90 institutes in the test prep segment for 7 major national and state level exams

• The company has already tied up with 20 institutes in Main City (majority), Chandigarh and Bangalore. Some of the key clients with a student base of ~20k includeo The Academy – Mumbaio Coaching Classes – Main City

• The company will go for a PAN India aggressive marketing plan to increase the student traction for its application

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BUSINESS OPERATIONS

Sales & IT team

Marketing efforts

Shopping allowances

Servers & IT infrastructure

Rent & admin

• Team (Sales) The company plans to hire senior and middle level sales professionals for reaching out to Institutions for tie ups. The pilot team of ~20 sales professional will reach ~30 professionals by year 2017.

IT team would comprise of development, testing and support professionals and will be optimized to 17 professionals by 2017 from a team size of 23 professionals in year 2014.

The company will also deploy nearly 5-8 professional for HR and support functions

• Marketing is one of the key initiatives for customer acquisition. iCompete plans to engage professional Media & PR company for round the year marketing efforts via a range of media vehicles. The estimated costs split of the period of next 3 years is ~INR 80 – 100 Mn

• Shopping Allowances- for boosting the buying traction on the platform, India Online plans to launch free credit points to entice users to make purchases. These cost of these credits will range between 15% reducing down to 5% of revenue by FY 2017

• Servers and IT Infrastructure – Being a technology driven company, the company would also need to invest in setting up relevant IT infrastructure for the team. Initially the cost of such infrastructure will be ~15% dropping down to ~6%

• Rent and Admin – With a plan of 2 offices being set up in Mumbai and Main City. The IT and back end will be managed from Main City and Mumbai offices will be a national frontend workplace for the sales team

183%

As a % of Revenue

9%

16%

48%

12%

5%

1%

2%

INR 80 mn cost capitalized over 3 Yrs

2014 2017

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For Business Associates

• Ready Platform to manage their IT setup – In the 1st phase, the company is reaching out to all Tier 2 institutions with a major benefit of centralizing their content inventory in a centralized, IT oriented market place (i.e. India Online application). In the 2nd phase the company will reach out to Tier 1 institutions will the benefit of reaching out to a larger customer base gathered on the platform from Tier 2 institutions

• Automated dashboards for managing their inventory – The Business Associates can self manage their content inventory via an automated dashboard. The dashboards allow them to

o Upload the Contento Create, Manage & Price the Productso Track Sales of Products

• Enhanced market reach for the business associates – The business associates (in a brick and mortar format) have a major benefit of reaching out to mass audience in a market place (India Online application) for education industry

For Students

• National Level Benchmarking – Students can purchase and download the mock tests and can compete against millions of students on the platform. This enables them to benchmark their performance on a national level

• Offline mode to practice papers – The purchases are stored in the application and can be access at any time, even under unavailability of internet.

• A one stop shop for students for purchasing educational content - This application is positioned as a unified online market for educational content for students. Over a short period of time the company plans to add range of educational products across the value chain catering to all customer groups

KEY FEATURES & USPs

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COMPETITIVE LANDSCAPE

UdemyConcept: Udemy is a website that enables anyone to teach and learn online. Udemy is an open platform, so anyone can build an online course by posting videos, presentations, writing blog posts, or hosting live virtual classroom sessions.Business Model: Udemy makes money when instructors make money. It does a 20% revenue share with the instructors

EdufireConcept: EduFire is an online platform that connects teachers and students from all around the world. With eduFire, students have the ability to interact online with teachers and other students in a “live” learning environment. Classes are available in many subjects, ranging from language learning to test preparation to marketing.

Supercool SchoolConcept: Supercool School allows individuals and organizations to build their next generation online school. The aim is to do for education what blogging has done for publishing - democratize and decentralize it! The backend allows users to create, customize and administer their school and the front end lets users create profiles, browse through classes, create class requests and participate in live online classrooms

MentorMobConcept: A free online learning platform that lets anyone create or take a course on any topic, from academic subjects to how-to guides. The courses are organized as “Learning Playlists” that include titles like “Obedience Training a Dog,” “Mental Golf Game Tips,” “How to Scrapbook: Supplies and Ideas,” and “How to Home Brew Beer,” among others. The site currently features some 300 Learning Playlists and the aggregated content is a mix of videos and text

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COMPETITIVE LANDSCAPE

KnewtonConcept: Knewton bills itself as an “adaptive learning platform” that aims to customize learning to the individual needs of each student. The platform uses algorithms to continually assess a student and determine his or her comprehension of a concept, progress, and vulnerabilities. When a student logs in, he can find his homework and review concepts taught in class that day, play educational games, and chat with classmates who are also logged in.

GrockitConcept: Social network launched in 2007 for education and test preparation, announced Wednesday the launch of Grockit TV, a service that will produce a series of videos on test-prep and educational courses for live streaming or download. The live course set-up is fairly simple and easy for users to engage. Students log in to chat rooms while the instructor teaches the material, and moderators are available to answer any questions that students may have

MBS DirectIt  is one of the largest academic content aggregators in the world.  They are the virtual bookstore for thousands of universities serving millions of students.  In 2009 they purchased Xplana, a rich "personal learning space" platform.  Now facutly can procure any of MBS Direct's content directly from within the Xplana environment, and student notes and tags are 'liquid' between online, offline, and tablet/phone app channels.

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FINANCIAL SNAPSHOT

115.5

1218.5

3072.9

5518.2

(180.4)372.0

1946.0

4244…

2014 2015 2016 2017 - One time Institute Registrations 50.0 367.0 440.0 103.0

- Student Transactions 14.8 324.9 1192.0 2027.2

- Open Market Transactions 50.7 526.6 1440.9 3388.0Total Revenue for India Online   115.51218.53072.95518.2

Growth in Revenue 0% 955% 152% 80%

EBITDA Margin   (180.4) 372.0 1946.0 4244.7

Margin -156% 31% 63% 77%

EBIT     (221.6) 218.8 1747.6 4028.3

Margin -192% 18% 57% 73%

EBT     (221.6) 218.8 1747.6 4028.3

Margin -192% 18% 57% 73%

PAT    (221.6) 218.8 1208.5 2783.6

Margin -192% 18% 39% 50%

Revenue v/s EDITDA (Lacs) Income Statement (Lacs)

Comments• The company will be profitable in year 2015

• The revenues are expected to exceed INR 50 Crs by the 3rd year of operations

• Economies of scale will effect the EBITDA Margin, soaring to ~75 % with PAT touching nearly 50% within 3 years of operations

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FUNDING INFUSION AND APPLICATION

287.95 25.23 0.00 0.00287.95 313.18 313.18 313.18

2014 2015 2016 2017 Total

-100 -400 -200 -100-133.95 431.17 1,427.90 3,007.94

-54 -56.4 -12 0 -100-133.948

1 -54

Application of Funds

Investment in MarketingCash from OperationsInvestment in IT Infra

313.18

287.9

25.2

0.0 0.0

2014 2015 2016 2017 Total

(100.0)

(133.9)

(54.0)

287.95 25.23 0.00 0.00287.95 313.18 313.18 313.18

2014 2015 2016 2017 Total

-100 -400 -200 -100-133.95 431.17 1,427.90 3,007.94

-54 -56.4 -12 0 -400431.1697

2 -56.4

Application of Funds

Investment in MarketingCash from OperationsInvestment in IT Infra

313.18

287.9

25.2

0.0 0.0

2014 2015 2016 2017 Total

(400.0)

431.2

(56.4)313.18

287.9

25.2

0.0 0.0

2014 2015 2016 2017 Total

287.95 25.23 0.00 0.00287.95 313.18 313.18 313.18

2014 2015 2016 2017 Total

-100 -400 -200 -100-133.95 431.17 1,427.90 3,007.94

-54 -56.4 -12 0 -400431.1697

2 -56.4

Application of Funds

Investment in MarketingCash from OperationsInvestment in IT Infra

313.18

287.9

25.2

0.0 0.0

2014 2015 2016 2017 Total

(400.0)

431.2

(56.4)

Application of Funds (Lacs)Funding Requirement (Lacs)

Comments• The company needs funds of INR 3 Crs to support the first 2 years of operations.• In the 1st year the funds will be utilized towards- Funding cash loss from operations, Investment in PAN India

marketing activities, Investment in IT Infrastructure• In the 2nd year the funds will be utilized towards Investment in IT Infra. Since the company will be cash positive by

the 2nd year, investment in marketing will be taken care by internal accruals

2014 2015

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MANAGEMENT TEAM

Mr Robin Troop (Director)

Mr Peter Andre (Director) -

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PAST TRANSACTIONS

Company Investor Funding Details

Knewton

Founders Fund & Pearson, along with existing investors Accel Partners, Bessemer Venture Partners & FirstMark Capital

$ 33.0 mn N/A

Udemy Lightbank $ 1.0 mn Have raised a total of $16 mn

SuperCool School Angel Funding $ 100 k N/A

Edufire

Battery Ventures along with Google AdSense godfather Gokul Rajaram and Western Technology Investment participating

$ 1.3 mn N/A

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