INTRODUCTION
General Overview
The entire world is dealing with the constant COVID-19 emergency that threatens life and put, the world
economies in distress. A countrywide lockdown was imposed in nations over the world to contain the spread
of the infection. People are inside their homes ensuring their safety following guidelines imposed by
governments which led to serious effects in the operation of the many businesses and prompted genuine
impact in the activity of living individuals.
A few of such examples are of offline learning in coaching institutes and Schools. The company understand
that, and hence we make it easier for people to grow and develop themselves in leap and bound by giving
them chance to improve their aptitude learning in a rewarding manner and for institutions by giving them
an online integrated assessment platform. Aptence is further developing the information platform for the
students along with the counselling services. Aptence delivers its services mainly in K-12 Learning and test
preparation these apps and platforms have seen the widest adoption in India. The impact of the COVID-19
pandemic on offline learning activities in India was negative during 2020 which favoured the online
learning industry of the country.
Online skill development and learning activities are a widely scattered and fragmented sector that can be
organized through our platform, where people get a chance to learn new skills from experts. In the modern
era, everybody is thinking about growth and personal development and seeks the right guidance. India got
an enormous population that open wide business opportunities in the online learning domain.
The online learning industry has shown tremendous growth in past and, the market size is estimated to reach
the $6 billion mark by 2023 and $10 billion by 2025. The factors being accessibility to the internet,
technology advancement & numerous modes of activities. We believe that learning new skills in the right
manner and master them are important for the development of any country. With the high utilization of the
web and the appearance of innovation, information has been one of numerous essential elements driving
shoppers to take a more prominent interest in learning activities. With high use of internet and ease of
information consumers like to stay on toes to understand the market dynamics and actively seeking
information about the new products in the industry.
As per Statista, India, with 560 million users, India had the second-highest number of Internet users in the
world as of December 2019. Between 2020 and 2021, there is a significant rise in the number of internet
users which has increased by 47 million, leading to 624 million internet users by the end of 2020. There is
a strong correlation between online learning and internet penetration. Thus, increasing internet penetration
is a key growth factor for the platform.
In an energizing business sector like India, maximum online services companies are tailoring themselves
to cater to the needs of the customers providing them with new methods of learning, people are inclined to
the positive changes and in accepting it. There is a business working towards this problem but very few
have proposed what we plan to bring that is our one-stop solution for all the skill development and learning
activities require.
2.2 Problem Statement
The objective of the project is to understand the online learning industry and find the grey areas where
businesses can leverage the opportunity to develop a new product to meet customer requirements.
To analyze the competitive landscape including the price analysis and brand communication of various
competitors and finding new opportunities for the business to position themselves among EdTech industry
by developing a business plan, product road map & industry analysis.
2.3 Project Objective
The objective of the project is to understand the online learning industry and find the grey areas where
businesses can leverage the opportunity to develop a new product to meet customer requirements.
To analyze the impact of Covid-19 on the EdTech industry and perform the market research to
create a Pitch Deck for the digital platform Solution
Developing a deep understanding of the business objectives and industry according to the clients
need to design the investors deck and business plan
New product development and designing of Wireframe by analyzing the competitive landscape
including the price analysis, consumer insights and brand communication of various competitors
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CHAPTER 3: DESCRIPTION OF THE ORGANISATION
3.1 Company Background
Learnix EduTech was created in 2014 by the IIT alumni as a rapidly expanding educational and technology
business. Learnix deals with the ed-tech industry and focuses on delivering a quality solution for the
students. Their technological education solutions are designed to be intuitive, user friendly and fast. They
target a broad range of audiences with both experienced and beginner users of technology from all age
groups.
Learnix also helps organizations to makeover their business to fast track their way to success by building
them a digital learning platform and mobile application that is highly interactive, responsive, and user-
friendly. They leverage strong technology and industry experience of a decade to deliver quality products
and services in the EdTech space. Learnix uses industry best practices and technology solutions to build a
cost-effective platform which solves all your problem to be dependent on third party services.
Founders and Leadership Team:
Mr. Imran Rashid – Founder & CEO Learnix EduTech
Mr. Prabhat Kumar– CTO
Mr. Mohit Kumar – Sr. Software Developer
Mission statement: Empowering students to become future-ready through gamified and rewarding
learning solutions
The Aptence offers four unique solutions to the students to keep up with the face of a fast-growing
environment. No ads, no distractions, just focus on aptitude building.
3.2 Products offered by Learnix Edutech
Aptence Training: It is an innovative gamified and rewarding app focused on developing Aptitude
among students to make them college and career ready. It enhances key critical thinking skill sets
like reasoning, problem-solving, evaluating, analyzing and decision-making. It is designed to help
students to master the ability of analysis and understanding through a method of reasoning in the
form of words, numbers, and figures. A unique, effective, self-learning program, which nurtures
the core skills of millions of school students.
Aptitude based daily challenges
Practice Questions to master Reasoning, Math and Verbal Skills
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National Level Aptitude Test – NAPTEST
Buy Exclusive Rewards through redeemable AptCoin
Aptence Assess: It is an integrated online assessment platform for educational institutions. Asses
deliver the reliable and customized end to end assessment tests, online evaluations, and
administration of examinations for the educational institutions and coaching institutions. Asses also
help organizations to conduct competency-based assessments, mock tests, revisions tests which can
be accessed by users anywhere and anytime. The assessments are done in Subject Progressive Tests
in the domain of Maths, Science & English along with Aptitude and Career Assessments as well
Aptence Courses: It is a collaborative learning platform offering a variety of 21st-century courses
on Artificial Intelligence, Machine Learning, Entrepreneurship, Critical Thinking, Robotics and
Public Speaking. Learn with virtual mentors, collaborate with students from around the country,
and follow personalized learning paths.
Learn is a cloud-based platform that makes sure faster and safer delivery of content irrespective of
location or time zone of users. It is a one-stop solution for all your needs from delivering live classes
to secured uploaded videos with time-based signed URLs.
Aptence Aspire: Aspire is another service arm of Aptence which is information, counselling, and
a career planner platform. Aspire provides full information regarding streams, colleges, and career
opportunities that students are interested in. With Aspire information we make information
gathering easy for the students so that they can make a good decision when it comes to career
choices. Further, we help students to build their routine plans and path to success.
3.3 Services offered by Learnix Edutech
Customized learning digital platforms: Learnix brings its expertise in technology, content, and platforms
to analyze, design, build, test, and deliver the customized EdTech platforms. Learnix leverage a unique
blend of experience in the EdTech industry to produce quality platforms with the use of the most advanced
and up to date programming languages.
Integrated Assessment Platform
Deliver unique functionality
Top-grade secure infrastructure
Customized Admin Panel
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Learning Management System (LMS): It is a product framework that conveys web-based learning
modules through a platform on the internet or through an organized programming arrangement introduced
on PCs. Learnix provides the latest LMS technology with gamification features to improve learner
engagement. LMS furnishes an internet learning stage for institutions with tests, eLearning, and recordings,
which combines with face-to-face learning to guarantee an exhaustive learning experience.
Integrated Virtual Classroom
Monitoring & Evaluation (M&E) system
Personalized and Adaptive Learning
Online Admission and Fee Collection
Figure 3.1: Working Methodology
Customer Relationship Management (CRM): It helps to manage your day-to-day operations effectively
in this digital world. With Learnix CRM we ensure you with high sales efficiency, lead distribution for your
EdTech startups and Institutions with live sales tracking activities and closures. Learnix provides you with
a cost-effective CRM system that helps you record client information, track leads and prospects and store
information against individuals. CRM simplifies your administration process and allows you to increase
your overall efficiency.
Live tracking and Sales Execution
Save more time with Marketing Automation
Centralized, intelligent lead management for all your data
Get real-time reports and insight
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Enterprise Resource Planning (ERP): Learnix provide software that is interactive and user friendly. With
the Learnix ERP solution, we can help you with Admission Management, Attendance Management systems
with real-time message solutions to online Fee payment methods. Learnix ERP solution is not less than a
personal assistant to all your needs. It helps in smoothening the overall process by not only recording the
data effectively but also keep you update with the tasks aligned up for the day to avoid any kind of
confusion. Learnix ERP solution comes with a complete package to solve any kind of problem a customer
is facing.
Attendance Management System
Examination Management
Admission Management
Fee Management System
Some of the major clients of the company:
Witty Champs
Developed online playschool for Witty Champs
Put up a unique class pass system and drag draw feature for the planned activities and live sessions
Created portals for booking and cancellation
GOF Academy
Developed a detailed and comprehensive analytical system with categorized question banks
Built E-learning platform to conduct the live classes & webinars through secure secured video
streaming
Designed tailormade courses for the website and scheduled test series according to the client needs
CHAPTER 4: PROJECT
4.1 Project Objective
The objective of the project is to understand the online learning industry and find the grey areas where
businesses can leverage the opportunity to develop a new product to meet customer requirements.
To analyze the impact of Covid-19 on the EdTech industry and perform the market research to
create a Pitch Deck for the digital platform Solution
Developing a deep understanding of the business objectives and industry according to the clients
need to design the investors deck and business plan
New product development and designing of Wireframe by analyzing the competitive landscape
including the price analysis, consumer insights and brand communication of various competitors
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4.2 Scope of the Project
Learnix Edutech is a company focused on developing nextgen assessment & learning solutions. The
internship project focuses on intensive market research and product development in the EdTech industry.
The in-depth research of the project will help the company to understand the competitive landscape and
consumer insights in an effective manner. The project also includes designing of wireframe, product
marketing, along with business plans and strategies which will help the company to position their product
in the right place.
4.3 Project Status
Starting Date – 21st April 2021
First Draft Submission – 20th May 2021
Project Completion – 20th June 2021
CHAPTER 5: REPORT ANALYSIS
5.1 Industry Analysis
India is amongst the fastest growing digital economies in the world. As the pace of digitalization increases,
digitalization is seeping into various industries, helping in increasing reach and efficiency. One such
industry is online learning and coaching. Fueled by the combination of increasing disposable income, rising
awareness, as well an increase in data consumption by staying at home, India’s Online learning and
Coaching sector is expected to grow rapidly. Digital learning and Coaching services are a pivotal step
forward towards providing India with quality content and guidance.
Figure 5.1: Leader's Vs Laggard's
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Industry type: The industry is highly reliable on the usage of the internet with continuous rise in the
user base of internet and awareness about the e-learning it is anticipated that the industry still can show
promising growth in the coming years. The Indian EdTech market was worth INR 39 billion in 2018
and it is predicted to reach INR 360.3 billion by 2024, with growing at a CAGR of 39% from 2019 to
2024. The general growth of the industry has been influenced by the ease of learning, flexibility, and
diverse choice of learning resources like use of mobile phones, tablet and laptops. There is a huge
paradigm shift in the mindset of people going through the Covid-19 pandemic to stay at home and avoid
large gatherings and crowds which has dynamically changed their spending pattern in the last 1 year.
Large sets of users are also preferring online learning activities as an occasional change to their routines.
The major role in the development of the learning industry is because of India’s Internet economy which is
growing by leap and bound every year
Total Number of Internet Subscribers 743.19 Mn (As of March 2020)
There is a surge of 4.5% in total internet subscribers compared to the previous quarter of Sept 2019
Total Smartphone Users 696 Mn with an average mobile internet speed of 12.08 Mbps as of July
2020 T
here is also an increase of 9.8% in the average mobile internet speed compared to the previous
quarter
The Emerging trend in customer experience: The pandemic has modified the method we tend to
perceive and move with the globe and going back to the pre-COVID style appears nearly not possible.
Edtech startups, across the world, square measure witnessing a growing demand, not solely from
students whose categories are shifted online however conjointly from people who currently have
enough time for reskilling and upskilling, given the unexampled circumstances.
There is a 2x surge within the support price tag volume for queries in online learning and remote work
per the Zendesk report
Figure 5.2: Support Ticket Volume Monthly
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By 2020, the online education industry was able to rise $1.43 Bn funding, compared to $1.8 Bn raised
by the EdTech startups in 303 deals between 2014 and 2019. The 101 ed-tech startups that were funded
last year, about 51 startups received seed-stage funding, according to Inc42 Plus analysis
With the increase in the market size, the investment trends in the EdTech industry have seen an upsurge
between 2014 and 2020. Indian EdTech startups secured a total funding of $2.2 Bn across 346 deals.
Convenience and cost efficiency are the two primary drivers for online learning.
Top companies along with their funding
Figure 5.3: Funding data of competitors
Some of the top Edtech investors in India are Blume Venture, Sequoia, Omidyar Network India, Nexus
Venture Partners and Saif Partners. These five-venture capital have participated in more than 50+ deals
across the whole Ed-Tech industry.
Figure 5.4 Online Learning Industry Funding
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5.2 Product overview
We propose a blended learning experience through our user friendly and interactive interface. We are a
one-stop solution app for all your physical and sports activities which, set us apart from our competitors.
We provide personalized learning sessions for our customers and provides specially designed training
module courses at affordable prices.
The business is further looking forward to its expansion to mitigate the problem of lack of sports
infrastructure in the country by collaborating with sports academies and training grounds. The sports
enthusiasts now will be able to connect to the expert and certified coaches along with that they get to book
the playgrounds nearby according to their convenience.
Figure 5.5: Application Wireframe
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Product Feature: The major features which set us apart from any regular learning apps are:
Accessibility to expert coaching: Many people are unable to receive expert training due to
geographical and financial constraints. There are disparities in access to expert learning content
across the country. The feature focus on providing every child with a chance to master the skills in
which they want to build career in.
Recorded masterclass Videos: Traditional coaching methods are often seen to be rushed and
follow the fastest learner's speed, especially in group training. As a result, many young children
advance to the next level too soon to stay up with the team. As a result, the basics of the skills are
lost and students fail to grasp the concept which eventually jeopardize their chances of success.
With us, you can learn at your own pace because we understand you more than anyone else.
Find a Coach: Find a local expert to train with -- whether it's exercise, video, or software
mastery—and accelerate your progress. Receive guidance from an online community of more than
6,000 experts. Highly personalized one-on-one interaction for better proficiency set up your
lessons, schedule and budget. Skillify let you choose an online or offline trainer that is perfect for
you, for your current skill set and learning style.
Key Growth Enablers: Some of the major factors which will help the company to further road map
the product and services are
Increase awareness of online learning: The new generations of Millennials and Gen Z are
increasingly becoming aware of online learning activities and the importance of upscaling their
skill level. As they realize the importance, the focus is shifting to new interests, activities, and
overall growth.
Figure 5.6: Unique Selling Proposition
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Figure 5.7: Key Growth Enablers
Figure 5.8: Top Competitors
COVID-19 as a catalyst: March 2020 witnessed a country-wide lockdown. Due to the suspension
of schools, coaching academies, the country had to shift to online life. This drastically increased
the number of people using learning apps in their homes. Various learnings apps also provided
discounts and free trials during these periods to incentivize consumers to buy their services.
Technology: Advancing technology leads to expanding the potential of sports learning apps. AI
can provide highly personalized services at low costs and IoT can integrate online learning and
coaching services with AI applications.
Affordability: The low cost of online education is an effective alternative for the students who
seek quality education and content over the internet. The is a huge difference between Urban and
Rural education which can be curbed through online learning.
Internet Penetration: The technology eliminates the time and location-based restrictions, leading
to enhanced accessibility which makes it easier for people to access the content and learn at their
own pace with experts.
5.3 Competition Analysis
Though Online learning and training e-learning could be a relatively new notion in India, certain
firms do provide these services. The market has a lot of potentials to grow further in the market.
Players servicing this market category supply similar and replacement services, leading to fierce
competition. The market is becoming increasingly fragmented as many competitors increase their
foothold in India.
PAGE 18
Frontrow
FrontRow, a celebrity-powered learning and community platform centred on inventive arts and sports
majorly centred on inventive arts and sports. Frontrow excels in the treatment of celebrities and
leverages their association over the purchasers to achieve additional attractions. the corporate claims to
own celebrities like Raju Srivastava, Mortal & 8-bit thugs, Bhuvneshwar Kumar Neha Kakkar as its
initial set of instructors
The monthly charges for the courses over the Frontrow platform ranges from Rs.500 – Rs. 2000 per
month. The members need to pay a one-time fee to access all the classes freely.
Figure 5.9: Traffic Source for the Front Row Applications
Frontrow promoting strategy is concentrated on social media, searches and the direct client to draw in
traffic over the platform.
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Frontrow Interactions: Power words used by Frontrow are Master your passion, one course at a
time, celebrities’ words, Sales oriented ads with celebrities and call-to-action words like getting now
for with discount coupons, Practice cards, All-access pass and Get it on, Install Now.
FrontRow Highlights
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UnluClass
Unlu began as a two-way communication platform wherever shoppers might book custom-built video
greetings from celebrities. On bound occasions, the video electronic communication tool might assist
mediate distinctive fan interactions within the sort of celebrity recorded needs. To expand their market
diversification, Unlu later introduced celebrity-powered learning and diversion.
Today the unlu has virtually five hundred celebrities partnered with them which have tv creative
persons, sportsperson, and reality TV stars.
Unlu Interactions: Unlu uses power words like Personalized video, Celebrity Video, Special event,
Discount subscription ads, Blogs, Highlighting the experts in the class ads with call-to-action words
like Buy now, Subscribe, Explore the courses and All-access pass.
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Unlu Highlights
Masterclass: Online Classes
Started in 2015, MasterClass is that the learning platform for everyone. Subscribers over the platform
receive unrestricted annual membership access to over one hundred academics and programs during a
style of areas, together with art and diversion, business, style & vogue, sports & play, writing and
additional. Masterclass still leverages celebrities to achieve the attractions of the purchasers over the
platform. as an example, attend the look studio of Kelly Wearstler, the garden of Daffo Finley, and
therefore the writing retreat of Neil Gaiman. Inspire yourself with RuPaul, build your pitch-perfect with
Shonda Rhimes and realize your internal dealer with Chris Voss.
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Every session has around twenty video lessons, with a median time of ten minutes. In bite-size
parts or one bang, you will learn for your functions.
Masterclass Interactions: Masterclass uses power words like Today is the day, New classes every
month, Special event, Celebrity endorsed ads with call-to-action words like Download Now, Get us
on and Get Started.
Figure 5.10: Traffic Source for the MasterClass
The masterclass also excels in using technology as well with AI-based recommendation of classes
from the record of the consumer. It is available on Apple and Google Play Store, Amazon App store
and Roku Channel.
Masterclass Highlights
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SkillShare
Skillshare is an internet learning community with thousands of exalting categories for inventive and
curious individuals, on topics together with illustration, design, photography, video, freelancing, and
more. The company's community offers categories on any form of talent, from baking cupcakes to
raising startup capital to variable fields in style, business, and technology, sanctioning members to
harness their inventive power associated learn skills in an increased means.
The Company was started within the year 2015 in ny and presently, it holds a firm grip over over five
countries including India.
The Skillshare runs on the freemium model for the primary seven days with monthly charges of Rs.
599/month. Skillshare additionally provides the bundle annual package at Rs.1788 that lowers the
monthly charged price to a worth of Rs. 149/ month
Figure 5.11: Traffic Source for the SkillShare
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SkillShare Interactions: Skillshare uses power words like The Beginner’s Guide, 30,000+ classes to
choose, building community with call-to-action words like Buy Now, Get free month pass,
recommended for you and Get Started.
SkillShare Highlights
Expert Offering similar to the offering
Figure 5.12: Increasing no. of traffic on expert learning websites
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SWOT Analysis
STRENGTHS
Hybrid Learning
Learn at your own
pace
Variety of Courses
Technology &
Affordability
WEAKNESSES
Lack of conducive
Environment
Third-Party approach
by instructors to
consumers
Lack of two-way
communication
OPPORTUNITIES
Digital transformation
Increasing awareness
of online learning
Internet penetration in
Urban and Rural Areas
THREATS
Business can be
Imitated
Growing online
competitors
Data Security
5.4 Positioning & Marketing Plan for the Product
Key Partners: The key partners for the company will be the experts of the various fields listed over the
platform. The Affiliates over the platform and technology team to build application interfaces according to
the customer needs.
Key Activities: The major activity for the business will be platform or mobile application management to
give a quality experience to the consumers. The Experts community and consumer community.
The content catalogue for the mobile app needs to be updated according to the needs and courses. Apart
from all these activities, there will be customer support service for the consumers as well.
Marketing activities: At the initial phases, the marketing channels for the company will be limited to social
media advertisement, Direct mails, and messages along with referrals due to budget constraints.
Reaching out to people through direct mails
Workshops and seminars in target cities
Campaigns and Advertisement
Word of mouth through our customers
Reaching out to the masses through social media platforms like (Facebook, YouTube & Instagram)
SWOT
PAGE 26
The focus will be on the KPI’s for the performance of mobile applications which will include the matrices
like Daily Visits over the platform, the Bounce rate of the platform, Monthly goals and target for the
company along with user experience and their reviews.
Channels: The business will be available on the mobile application as of now which will be listed over
Google and Apple Play stores. Further, as the business grows channels will be added to access the platform
through an online website, blogs etc.
Company Website
Google Play Store
Apple Play store
Content Marketing
Buyers Journey Mapping:
Awareness: Growing awareness of the Skillify app through various social media platforms, and
campaigns that deliver expert and hybrid learning.
Interest: Engagement with consumers through social media, emails and cold calling.
Consideration: Products deals and information, product demo to the consumers through the campaign.
Intent: Further to nurture the consumer leads free trials will be given to get them friendly with the user
platform.
Figure 5.13: Target Market
PAGE 27
Evaluation: Sales representatives highlighting the USP’s of the product to the consumer.
Purchase: Sales of the courses over the Skillify platform along with monthly reports.
Positioning
Position based on expert learning: We will be leveraging the experience of experts taking masterclass
to gain more attractions to the masterclasses and our platform. This will make sure to keep our prime goal
in focus to deliver quality content at affordable pricing.
Position based on convenience: People are becoming aware of learning plans and taking informed
decisions when it comes to investing money for themselves. On the basics of customer convenience, we
introduce pay per use method which allows customers to pick freely without worrying about any kind of
long-term investment. According to the National Sample Survey (NSS) on Household Social
Consumption, there is a 26% surge in expenditure on learning and education between 2014 to 2018.
Position based on technology: Our platform is created to be highly responsive to the customers, with the
most advanced and up to date programming for the end-to-end solution and futuristic design. Our
experienced team focus on the critical areas of application to develop and support according to customer
needs.
Position based on reward system: The customers will be able to gain points for every class they attend
to reduce the churn rate of people from the application on attending four classes one free pass will be
generated from the gained points which can be used to try new activities over the platform.
Position based on Security: To build trust among the customer's limited information will be required for
the sign-up and the data given by them will be kept secure to reduce the chances of the data leak.
Figure 5.14 Buyers Journey
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Delhi Mumbai Bengaluru Chandigarh
Figure 5.15 Target Cities
Target Cities for offline Coaching: Due to the availability of sports coaches & sports infrastructure in
metropolitan areas it will be easy for the company to establish themselves in mentioned cities with
minimum requirements.
Approximately 50 sports facilities fulfilling national standards
Sports Venues and academies
Presence of sports businesses and organizations in the city
More than 50-100 coaches living in the city
Availability of National level players and coaches in the city
5.5 Revenue & Pricing
Pricing: Earlier, Indian people who would like to learn a new skill or develop a skill typically go to
coaching or learning academies in search of the right mentor in the field. Earlier the customers were forced
to make upfront payments and buy long-term memberships despite the time they spent using the facilities.
This results in a huge long-term commitment but lately, with changing market trends there is the rise of
new customer segments who would like to spend on the way of their utilization. They seek flexibility to
occasionally/regularly based on their time and according to their will where they can get the self-paced
learning environment
Our platform runs on a unique pricing model which communicates rates clearly to the customers
based on services they are using or booking. We believe in keeping everything transparent to our
customers to build trust and credibility.
We provide flexible prices for different ranges of activities you do over our platform unless like
traditional ways of long-term commitment we give you flexibility and a more holistic
environment to grow and learn.
PAGE 29
Figure 5.16 Price Analysis of Competitors
Analyzing competitors Prices and Offers: To reach the attainable costs known by market demand
and company prices, the firm analyzed competitors prices, offers and subscription models along
with customer reactions under consideration.
Revenue Stream: The revenue of the company stands on the three pillars to gain attractions company
will focus on giving free trials of the mobile application and some courses followed by course
subscription and Offline Coaching.
Freemium: (Motive to gain attractions)
Content and trial courses available over the platform without any charges
Course Subscription: (Primary Source of Revenue with 70% profit margin)
Handpicked expert online courses selling over the mobile application
Offline Coaching: (Secondary Source of revenue)
Generating revenue through offline coaching by providing consumers with a chance to imply
things they have learned right away along with the proper guidance of a mentor living around his
location.
Revenue
Freemium
Courses
Subscription
Offline
Coaching
