A Market entry case for Edtech Startup

1. Reach New Heights
Ed Tech Case Study

2. Index
• Market Analysis
• Target Audience
• Features &
Mode of Functionalities
• Business Plan
• Marketing Cost &
Revenue streams
• USPs
• Appendix

3. Technology in education segments by educational
content
Primary and
secondary
education
Test prep
HE
Reskilling and
certification
Language and
casual learning
Description Key target segment
Can be supplemental and enable to
channel school learning
Primary and secondary schools and
students
Coaching in preparation of
competitive exams (Aspiring) HE students
Digital alternatives and complements
to higher education courses such as
MCA and MBA
Graduate and postgraduate institutes
and students
Short-term courses (for three–six
months) for skill upgradation/
certification that can help in career
advancement
Working professionals and
organisations
Typically includes language, music and
casual learning courses
Students and working professionals
1

4. Growth Drivers & Projected Growth
Growth driver 2020–25
(CAGR)
Explanation
Young and growing
student population
2% India’s demography is defined by its youth – 41% of
the country’s 1.3 student population billion
population consists of individuals below the age of
18 years. The total number of K–12 and HE students
is expected to increase from 310 million in 2020 to
320–325 millions by 2025
Disposable income 5% An increase in consumer disposable income is likely
to improve the willingness of customers, especially in
quintile 5, to spend on academic activities and leisure
courses.
Lower cost of data Estimated
to reduce
by 10-
15%
The cost of data in India is the lowest in the world –
approximately INR 19 (USD 0.26) per GB a month,
compared to USD 12.37 in the US. Enabled by the
rapid reduction in the cost of internet services, the
total number of internet users is likely to reach one
billion in FY24 from 560 million in FY19
Lower cost of handheld
gadgets
Estimated
to reduce
by 15-
20%
Improvement in technology has reduced the cost of a
smartphone sold in India. The total number of
smartphone users in India are likely to double8 by
2025 from 500 million in 2020.9
3
10
The India EdTech market
In USD billion for 2020–25
2
3

5. Competitor Analysis 4

6. Competitor Analysis
18
3.4
1
3.2
1.2 0.7
BYJUS Unacademy Vedantu Eruditus UpGrad Simplilearn
Market Valuation (USD $B)
5
6
•The opportunity in Indian edtech is huge and the top edtech startups
are all vying for the same pie.
•In 2020 alone, India’s edtech startups have raised over $1.5 billion
which is just as much as the startups had raised in the past five years put
together.
Edtech Target Audience Subscriber
BYJUS
BYJU’S focus lies in being an online tutoring
platform for students beyond schools. It offers
comprehensive e-learning programs Popular
amongst: School students, NEET, JEE, UPSC & Bank
Exams
2.4 Million
Unacadem
y
BYJU’S focus lies in being an online tutoring
platform for students beyond schools. It offers
comprehensive e-learning programs Popular
amongst: School students, NEET, JEE, UPSC & Bank
Exams
350000
Vedantu
Vedantu claims to be a live tutoring website with
Best Teachers for Popular amongst: CBSE, ICSE
students and applicants for Olympiads, IIT JEE.
75000
Eruditus
It offers executive education programs from top
business schools from across the world.Popular
amongst: Professionals opting for MBA courses
Not
Available
UpGrad
upGrad offers online courses to gain certification
across different subjects like product management,
artificial intelligence, machine learning etc. The
startup is focussed on offering reskilling courses to
people.Popular amongst: Professionals looking to
32000
7

7. Challenges faced in Edtech Industry
Transforming dull subject matter Into amazing e-learning experiences
• Dry and dull subject matter is the bane of every L&D professional’s existence. You have to use a healthy dose of innovation, creativity, and every resource you can get
your hands on to transform it into something engaging and exciting.
Lack of learner engagement and motivation
• Unfortunately, not every online learner is going to be 100% committed to the e-learning experience. They may be distracted, busy, or simply unmotivated. We live in an
age where attention is at a premium and learners have access to more information than they can consume. All of these hurdles prevent them from actively engaging
with online learning programs.
Digital Literacy and Technical Issues
• Though the new generation is proficient in working with computers doesn’t necessarily translate to Digital Literacy. To proficiently learn through an online system
requires understanding the workings of multiple software, which presents a huge learning curve. Also, students need to understand online communication etiquette
and know student rights and responsibilities in an online learning environment.
Course Structure and Quality
• The shift to online learning and other modern teaching tools was thought to bring about a modernization even in
the course curriculum and structure. Sadly, that hasn’t been the case. Institutions have retained their obsolete course
curriculum and structure even after shifting online. With companies such as Google and Tesla choosing to forego
college as a prerequisite for employment, students are reconsidering college as a whole.
Lack of Accredited Degrees From Top Universities
• The online courses for degrees are often not accredited and mostly not recognized by the job market or other institutions. Though schools have embraced the online
learning system, the higher educational institutions and the governments have yet to recognize them as legitimate methods of obtaining a professional degree.
8 9

8. Target Audience
• Primarily targeting Higher education and upskilling Market
• After school education, the largest market share of the online education industry is
captured by the reskilling and certifications providers.
• Lack of competitions (Majority of edtech partners targeting K-12 & test prep ) hence
better chances of Differentiating the product and the brand
• 3.06 Crore student enrolled in Undergraduate courses in 2019 which is 79.15 of total
enrollment
10
11 11

9. Features & Mode of functionality
The total number of Internet users in
the country has risen from 795.18
million at the end of December 2020 to
825.30 million at the end of March
2021
Average revenue
realization per
subscriber per GB
wireless data during
the quarter is Rs10.77
Mode
Online
12
12
12
12

10. • Gamification
• To retain the student’s interest, we should offer live games among peers or with an
interactive chatbot for learning operational innovations. Also, offering certification on
courses that act as beneficial incentives for students
• Present a series of small, achievable challenges to reach an overall goal.
• Use quests to engage and motivate. Start with a simple question or quiz
• It can also be done in the form of online badges (Industry Accredited like Credly)
• Natural path to formal diplomas and degrees
• University degree and Diploma still coveted in Indian households
• Link up with different Universities with acceptance of transfer credits among each other
through our platform
• Start by providing 3 month certificate courses(with college credits) which can be converted
to 6 months graduate certificate or 1 year diploma and continue the same with advance
diploma and then degree
Features & Mode of functionality

11. Business plan
Badges
• Badges awarded to students
to showcase their
achievements
Quest
• Divide the larger topic to
bite size information in the
form of quest for easy
digestion and understanding
Animated videos
• Make learning fun and
interesting in the form of
animated videos
3 months Certification
• College credit given
• Industry Endorsed
Diploma and Advanced diploma
• 3 month courses to be the stepping
stone college credits earned could
be used towards diploma and
advanced diploma(Associate
degree) thereafter
• Followed by Industry Internships
Degree
• Top up degrees available based on
Certification courses and diploma
completed by a student
• Student given choice based on the
courses he/she completed as to
what degree they want to pursue
Brands Platform
Industry Accreditations University Linkups

12. Business plan
• Phase 1 (Duration - 1 year)
Industry & university
link up
• Create industry link up
and provide
endorsement to the
courses taught
• University link ups
with transferable
credits among each
other a unique
approach to formal
education
College credit with
certification
• Suggest top 10
popular courses along
with relevant industry
certification
• Certification
completed also
awards college credits
Gamification of the
content
• Provide content in
form of quest and quiz
for easy
understanding
• Badges available for
showcasing their
achievements
Deliver content on our
platform
• Use proprietary
platform for providing
the training of the
courses
• Single platform would
allow doe
standardization of the
courses taught and
would allow us to
keep quality control

13. Business plan
• Phase 2 (Duration - 1 year)
Diploma and advanced
diplomas
• Use the certification
courses and the credits
earned towards
pursuing diploma
courses with linked
universities
• Diploma to be awarded
after certain credits
achieved along with
core course completion
Industry internships
• Provide industry
internships to the
students with diploma
so as to make sure they
can benefit from
practical learning
• Industry internships to
be provided by link up
dustries
Placement cell
• Placement cell to be
developed so as to
provide hiring
opportunity directly
through brand platform
Top Up degrees
• To those interested,
option of top up
degrees be available
through participating
universities

14. Marketing Cost
• Target Tv ads and digital media ads highlighting the USP and advantages
TV & Digital Ads
• Create platform page and drive content discussion and USPs of the platform
Social media
• Use public hoardings and billboards to reach out to general public about the
brand
Retail

15. USPs
• Unique option of transferring credits among the universities to complete
diplomas and top up degrees
• Single platform tracking users progress over the time of course
completion
• Cost of online certification visibly lower than the offline model for
certification
• Greater accessibility of the course as compared to the offline education
• Flexibility of doing only the courses in which the student is interested as
opposed to generalised courses normally available for diploma and
degrees

16. Appendix
1. PwC – Reimagining the role of technology in education
2. PwC – Reimagining the role of technology in education
3. PwC – Reimagining the role of technology in education
4. Medium – Startups that are building future of education
5. Venture intelligence – Indian Unicorn tracker
6. Case Reads – Edtech Industry in India a pre and post Covid Analysis
7. Business Insider – From BYJUS TO Unacademy competition in India
8. Hurix – Biggest challenges facing online education today
9. Docebo – Elearning Challenges
10. IBEF – Education Sector India
11. AISHE – Final Report 2019
12. TRAI – QPR August 2021