PROBLEM STATEMENT:

You are hired as a sales head for a pan India IIT JEE coaching class. Come up with a business
plan which focuses on targeting the relevant market, come up with the list of sales & marketing
initiatives you would undertake. Make assumptions where ever necessary - show a clear ROI on
the sales efforts vs conversions in term of increase in admissions.
Assumptions:
1.The coaching class is a new venture, started two year back by Two FIIT-JEE trainers in
Kolkata.
2.The growth rate is exponential as a new player, new class centers started in Mumbai,
Bangalore & Chennai.
3.The initial investment was about INR 45 Lakhs funded by co-founders it selves.
4.For new expansions they got funds of INR 8 crore from local businessmen.
5.Now it has student base of 500 (approximate) around all the four centers.

Industrial Analysis:
1. A 2000-crore Industry.
2. Place of Heaven: Kota.
3. No. of Eminent Institutes:15
4. Base of Students:20,00,000
5. No. of fresh students:8,00,000
6. No. of repeating students:12,00,000
7. Average fee per year: INR 100k

Competitor Analysis:
1. Market Leaders: FIIT-JEE, ALLEN, RESONANACE, BANSAL, VIDYA MANDIR
2. Market Followers: IITIAN PLACES, AAKASH INSTITUTES, PATHFINDER,
BRILIANTS
3. Success rate depends on Student quality taken and mainly Star teachers, which are
acquired by top level institutes.
4. Highly competitive industry, quality students and star teachers are stolen by
competitors.
Segmentation:

Pedantic

B2C B2B

Tier 1 Tier 2 Tier 3

cities cities cities

Bangalore Chennai Delhi Kolkata Mumbai Hyderbad

Upper Middle Lower

Segment Segment Segment

B2B

Tier 1 Tier 2 Tier 3

Public Private
schools schools

>2000 <2000 Well Small new

Students Students Established entrants

Positioning:
1. Special Value Proposition (In house schooling facility)
2. Create Niche Market by providing in School facility along coaching
3. Productization of Services (For PAN India Students)
4. Special prices Fee: Average INR 50k per year (which is less than others)
Marketing Mix:

Product(Offering):

1. Integrated 5 year course. All these courses are available on online and app
2. 2 year course offering. based platform (compatible with all devices)
3. 6 month course.
4. 3 month quick revision course.
5. 1 year repeat course.
6. Mock test offering.

Price:
Cost leadership strategy.
Product offerings different prices. (Product Line pricing)
B2C pricing
Integrated 5-year course INR 1,99,999
2-year course offering. INR 99,999
6-month course INR 38,999
3-month quick revision course. INR 18,999
1-year repeat course. INR 59,999
Mock test offering INR 4,999

B2B pricing:
Pricing based on volume. (Bundle pricing model)

Place (Go to market):

B2B

Collaborating with different new entrant private schools.

B2C
1. Door to door marketing.
2. Promotion in coaching centers.
Promotion
Traditional Marketing
1. Banners
2. Pamphlets
3. Free Seminars
4. Build Referral System
5. Newspaper advertisement
6. Radio advertisement

Digital Marketing
1. A mobile App.
2. Individual emails and class mails
3. Social media platforms: Facebook, Instagram, Twitter, YouTube.
4. Internet Marketing.
5. Blogging.
6. Webinar session
7. Toll-free and online customer support.

Sales Goal:
1. Initiating new partnerships with other Private Schools in B2B for specialized coaching. Target is
to acquire partnership of 1 crores.
2. Increase sales from center students worth up to 2 crores.

Key Value Propositions:

1.App:
The Learning App will make use of original content, watch-and-learn videos, rich animations
and interactive simulations.
Specially designed for B2C and B2B.

2.Integrated Tablet with Study material:

Tablets will be provided to distance students
3.In house schooling facilities
License for CBSE 10+2 course.

4.Productization of services:
Pairing up with Amazon, Flipkart to sell our customer service packages.
5.Special Credit Facility service by partnering with Financial Institutions or
Banks.
Financial Analysis:
Cost Structure:
Marketing Expenses:

Banners 1,00,000
Pamphlets 2,00,000
Radio advertisement 3,00,000

Operational Expenses:

Mobile App Development 12,00,000

Content Development 12,00,000
Toll-free and online customer support 4,00,000
Room Rent 80,00,000
License Fee 10,00,000

HR Expenses:

Faculty 4,80,00,000
Administrative Support 2,40,000
Interns 9,00,000

Miscellaneous Expenses: 50,00,000

Total Expenses: 6,65,40,000 6,66,00,000

Revenue Structure
Revenue from Student: Taking Buffer of 500 students
Least revenue 1,500*35,000= INR 5,25,00,000
Average revenue /Year: INR 35,000
Revenue from Partner School: 40*6,00,000= INR 2,40,00,000
INR 6,00,000/School

Total revenue: INR 7,65,00,000

First Year: Cost: INR 6,66,00,000

Revenue: INR 7,65,00,000
Profit: INR 99,00,000
Expected Conversion Rate: 10% in IIT(assumed)

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