e-Shala

Rizwana Parween-18DM171

Namrata Miglani-18DM127

Raghav Hasija-18DM159

Saumya Senan-18DM185

Piyush Joshi-18DM145

Sanchit Jain-18DM180
Mission
To provide a hassle free experience to the students in making a right choice to
choose their future Educational institute with the help of self-reflection and study
experience.

Objectives

 It is a platform to provide information about coaching institutions at a single

place.
 The information that would be provided would be about coaching institutes
that would meet the requirements of students from class 6th onwards.
 In order to make it more customer friendly, the portal would share ratings and
reviews from existing customers and after going through those reviews the
students or parents can decide as to which coaching institute they prefer from
the options that are available.
 Students or parents can also book appointments with the coaching institutes
through the portal.
 Apart from that, the platform also contains educational, inspirational and
humorous content from all around the world so as to keep the students
engaged.

Newly added module

 This year we have added a new module for students of 8th to 12th grade.
 This module consists of all the materials required by them and also online
teaching videos
 If this module works out in terms of reach, we would extend it to students of
higher grades as well.

Value to the Customer

Uniqueness of the Offering (USP)

 There is easy filter and sorting of institutes so as to save time of customers.

  The platform also provides instant enrolment option along with discount
coupons for customers.
 This application saves time and effort on the part of the user as the users just
have to search, compare and choose the best suited coaching institute for
them online
 Also there is no need of physically going to different coaching institutes in
order to choose the right one.
 It saves time because the comparison and searching takes very less time
and it increases efficiency because users have lot of options to browse
through which is otherwise physically not possible.
 There are regular updates of new and relevant coaching institutes according
to the previous searches of the user.

Market Opportunity (Opportunity Identification)

Problem:

Coaching nowadays has become a must, be it coaching for school students or for
entrance examinations. People nowadays don’t have time to go and explore so
many coaching institutes and thus end up choosing one without considering all their
options.

Solution:

E-shala provides information of coaching institutes and also for institutes that train
for competitive exams. The information includes their address, contact information,
images of the institute, facilities provided by the institute and reviews from other
students. This information could be filtered according to people’s needs.

Target Market

 Students pursuing high school as well as undergraduates or those who are

looking forward to crack competitive exams are the ones primarily being
targeted.
 Along with the students, the parents of these students are also being targeted
since the parents are always on the lookout for educational institutes for their
children.
 Also, our revenue even comes from the Educational Institutes. They would
want to be featured in e-Shala
 Our services are basically for upper and middle class groups living in Tier 1
and Tier 2 cities.
 These days it is seen that Indian families, especially middle class have started
giving a lot of importance to education of their children. Considering the fact
that there are a lot of families where both the parents are working, parents are
not able to devote sufficient time to the studies of their children and also in
selecting the institutions while they also do not want to neglect it. Hence, they
look out for other alternatives.
 Coaching classes and reviews of the existing institutions have become a
requirement for students because parents feel that their child should not miss
out or be left behind in this era of competition. Hence even though the fees for
is high and they are willing to spend on it. It has been found that education is
the second highest expenditure in middle class households after food and
grocery. Also the fact that there is growth in double income nuclear families
makes it easy for parents to fund their child’s coaching requirements.
 Internet is available to almost everyone these days and most people turn to
the internet for searching for their requirements. Also considering the fact that
our website would make coaching and Institutions information available at a
single platform would make it attractive to our target customers as it would
save their time that would have to incur in going to different centres or having
to call them.
INDUSTRY ANALYSIS

INDUSTRY ANALYSIS
Industry Maturity
Since this concept is relatively new, the industry is in its emerging phase currently.
The industry is still in its infancy as this is like a new offering that has been
developed or come into picture. There are only 2-3 firms in the industry all of which
are new to enter the market.
Factors that would affect the industry:

How many current players are there in the market: Since there are less number
of portals that provide information about other coaching institues, our venture would
be able to flourish because of less players in the market

The current tax rates, interest rates, personal disposable income and state of
the economy as a whole: When the tax rates are low this would result in more
personal disposable income with the people and hence spending would be more.
Another case wherein there would be more spending by the consumers would be
when interest rate is less as this would lead to more borrowing and spending as well.
Also if there is inflation in the economy, then a consumer would spend less as
everything becomes expensive. Currently we have favourable conditions in the
economy and the

Taxation policies, corruption and political stability: It is important that there is

political stability in the country as well as less corruption. When there is more
corruption, it is difficult for an entity to maintain business as well as a problem for the
consumers. The government’s taxation policy will help in determine whether a
certain business would be able to continue or not. There is political stability currently
but also a lot of corruption yet the consumer spending and demand are more.

Population growth rate and age distribution: If the population growth is more,
there would obviously be an increase in the users of any business. Age distribution is
an important factor in determining exactly how many people would be our immediate
consumers. India is a highly growing country in terms of its population and there are
a lot of people who fall between the age group that of our users.

Lifestyle and attitude of the consumer: Consumers’ spending behaviour and his
attitude and values greatly determines their purchasing behaviour.

Current supply and demand: The current demand for such portals should be high
considering that these days both the parents are working in a family which makes
coaching or tuitions a necessity. What is also important is getting information about
all the coaching centres so as to decide which one is most suitable for them. And in
terms of the industry supply, there are not more than 2-3 such portals giving out such
information.

Product Features:

1. Multiple types of Information: This platform provides information all the

information about coaching institutes at a single place like their address,
contact information, images of the institute etc.

2. User Friendly: The interface of the app is kept simple as students from 6th
class onwards will use the app. And also, to provide more accessibility, the
font size of the page can be adjusted according to the reader.

3. Rating & Reviews: The portal would share the rating and reviews by
different existing customers so that it will become easy for any new
customer who is visiting our platform for the first time.

4. Efficient: This app is efficient as students and parents can scroll through
various institutes and institutes with highest rating and reviews would be
chosen by the parents for their children.

5. Information around the world: Apart from providing information regarding

various institutes, we also provide information regarding educational,
inspirational and humorous content from all around the globe so as to
keep the students updated around the things happening around them.

6. Selection of institutes: The user can select the institute by applying filter
according to his or her interest and then sorting the institutes like fees low
to high, popularity high to low etc.

7. Coupons and Discounts: The customer who wish to apply directly from the
app, will be provided with various discount coupons. Also, regular users
can avail promotional discounts.
 8. Comparison between Institutes: User can compare the institutes first and
then can choose the best suited coaching institute for himself online.

9. Fatigue free: There is no need of physically going to different coaching

institutes in order to choose the right one as user can select the best
institute by sitting at their homes
10. Free App: The app is free for all the users as not a single penny will be
charged. The user just needs to download the app from their respective
app stores.
11. Unique Selling Proposition: Our application provides the feature of easy
filter and sorting of institutes so as to save the time of customers. It also
provides instant enrolment options along with discount coupons for the
customers. Also there are regular updates of new and relevant coaching
institutes based on the previous searches of the users. There is also an
option of promotional discounts which regular users can avail.

Pricing Strategies:

We have majorly designed three pricing models for our business plan and these are
described below:

1. Pay per course pricing model: This involves setting up a price for each
individual course. Customers can buy each course for a set price. This pricing
technique is very effective as it offers simplicity- customers can only pay for
what they want. They are also not locked in between month-to-month billing
contracts and can get unlimited access to the course they have selected. It
also provide online training organizations with immediate revenue and is one
of the major source for good cash flow. This is also very easy to measure and
forecast as you can easily see that which courses are selling the best among
all and then in return we can clearly see and analyse which courses are
selling the best, and in turn we can invest more resources in creating more
resources on that topic.
2. Membership pricing model: This model gives customers all-in-one unlimited
access to the entire library of online training. This provides customers with a
 low cost entry to get started with. It provides very low financial barriers to
entry for customers. For us it provides reliable, ongoing revenue. It helps in
differentiating us from other training institutes in pricing model as customers
feels that they are getting a very great deal.
3. Free Pricing model: We have reserved this model usually for non profit
organizations. Through this model NGOs can easily provide knowledge and
skills to the people and help people to learn but they will have the limited
access to the resources as it is a free model.

COMPETITION ANALYSIS

Competing products/ services

Currently we have a major competitor, that is http://www.coachingcentreinfo.com/.

This is an online portal that provides information about coaching centres all across
the country based on the users’ requirements. They have an android and an IOS
application for their users wherein they get the required information as when they
want.

There is another new start up called Standyou which is an online platform of

coaching institutes that allows students to search, compare, apply online for
admission, get discount in fee, apply and claim scholarship from any coaching
institute of JEE and NEET. This one is not a major competitor for us because it
focuses only on giving out information and facilitating students of JEE and NEET.

Strengths and weaknesses of competitors

The strength of http://www.coachingcentreinfo.com/ lies in the fact that they started

out before everyone else and hence they are the market leaders in this particular
area. There are a lot of users who are already putting this portal to their use and it is
known by the students as well. Apart from that their strength also lies in the fact that
they have a designated app for themselves which obviously makes it popular among
users.
On the other hand, Standyou’s strength lies in the fact that it might be the best place
for JEE and NEET aspirants to get information as it is specially based for them. Also
it helps students not only get information but also in getting discounts as well as
scholarships from coaching institutes. The weakness for them can be that their portal
would have limited users as it would not cater to everyone looking for coaching.

Competitive position, market share distribution

Possible future competition

A growing market attracts more players especially one like this which has not been
explored much. Also the players have a chance of offering something different along
with just coaching information. So, since the market in this domain is currently
unexplored by many and is in its growth stage, there is high probability of new
players in the market.

Positioning vis-à-vis the competition

We as a portal have positioned ourselves as an information as well as online

coaching portal which neither of our competitors are doing. In our case, the user can
also go through our coaching methods, structure, course and fee to decide whether
they want to pursue our online courses or they can also choose to look for other
coaching institutes through our website itself.

Marketing and Sales Strategies

We need to provide good knowledge to our users during their visit or their call and
need to follow-up to ensure their satisfaction level, so that we can take advantage of
word of mouth marketing. As in education sector people believe peers with personal
experiences, word of mouth marketing is one of the best way to promote our
business model. Secondly, people usually believe what a famous celebrity endorses.
Therefore another way is to endorse our business through a reputed celebrity like
Amitabh Bachchan. We need to promote our business by a brand ambassador who
will create trust in our company. Next is Google AdWords which now a days is one of
the best ways to promote any business.

Students regularly use internet and promoting a business through a digital marketing
platform is best in case of them. Brand image is most important in case of any
company providing these type of services , for that we need to create trust among
potential customers for them to believe what we suggest and that can only be done
with knowledgeable and skilled employees who can guide students to select best
options available to them with their budget and skills. One of most famous marketing
is through advertisement; we will use television commercials which not only make
institutions and colleges aware but students and parents who require these services
will also get impacted. Along with promotions on television we will also advertise on
radios and prints of pamphlets.

Sales is one of the most important aspect of any business, to promote sales we need
to market ourselves in schools and colleges as they are key aspect of the whole
business model. As personal selling has more impact, we need skilled and good
communicating staff to convince institutes to register with us. We need to appoint
sales executives who will regularly visit these institutes and new institutes to make
them register with us. We would also appoint undergraduates who are looking
forward to work with us as interns as they have knowledge and also their pay would
be low. For sale we need a good database full of information which helps us to guide
students and for that we need a market research which will provide information about
different colleges and institutes and help us to understand which one has competitive
advantage over other and which institute will suit which student.

We will launch a mobile app which will be easy to access, fast and will provide
information on a click. Now a days people prefer to use mobile apps rather than
websites and a mobile app will provide good reach as well as satisfied users which
again is a part of word of mouth marketing.

Financial Inclusion
Revenue Model

• The revenue for our plan will be generated from the coaching institutes

• Premium membership for all the coaching institutes, where a certain fee will
be charged from them, in order to provide their information on our website

• Registration charges from coaching institutes

• Agreement with the institutes to provide a certain rate of commission (5%) on

the fee earned by them from the students who have gone through our
reference

• If students opt for personal career guidance feature, consultation fee of Rs.
500 per appointment for career guidance will be charged from the students.

• For some of the advanced courses the students will be charged more
depending upon the course and the time limit for the same.

• There will be an additional feature of one to one session with the industry
expert for the students and for that also they will be charged based on the
policy of the company.

Assumptions
 As per the data almost 200000 have searched for online education websites.
 We are considering that only 0.6% will show the interest and 4% of those will
actually enrol into the courses.
 It is expected that the growth in number of enrolment be 15% from April to
June, 25% from July to Sept and 30% thereafter.
 The price left for quarterly is around 3000-4000, for half yearly it is around
5000-7000 and for yearly it is 8000-10,000.
  This price slab range is fixed after considering all the factors of no of
additional benefits and extra subject coaching.

Working

April

Price slabs 3000-4000 5000-7000 8000-10,000 Total

Profit rate 3% 22% 28%

Number
of
students
Enrolled 50 90 44 184
Average 1000 1,500 3,000
Total
Commission Profit 1,500 29,700 36,960 68,160

May

Price slabs 3000-4000 5000-7000 8000-10,000 Total

Profit rate 3% 22% 28%

Number of
students
Enrolled 70 100 50 220

Average 1000 1,500 3,000

Total Profit 2,100 33,000 42,000 77,100

June

Price slabs 3000-4000 5000-7000 8000-10,000 Total

Profit rate 3% 22% 28%

Number of
students
Enrolled 80 120 55 255

Average 1000 1,500 3,000

Total Profit 2,400 39,600 46,200 88,200

July

Price slabs 3000-4000 5000-7000 8000-10,000 Total

Profit rate 3% 22% 28%

Number of
students
Enrolled 95 159 69 323

Average 1000 1,500 3,000

Total Profit 2,850 52,470 57,960 1,13,280

August
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit
rate 3% 22% 28%
Number
of
students
Enrolled 115 160 89 364

Average 1000 1,500 3,000

Total
Profit 3,450 52,800 74,760 1,31,010

September
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit rate 3% 22% 28%
Number
of
students
Enrolled 145 175 98 418
Average 1000 1,500 3,000
Total
Profit 4,350 57,750 82,320 1,44,420

October
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit
rate 3% 22% 28%
Number
of
students
Enrolled 168 190 120 478

Average 1000 1,500 3,000

Total
Profit 5,040 62,700 1,00,800 1,68,540

November
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit
rate 3% 22% 28%
Number
of
students
Enrolled 200 260 150 610
Average 1000 1,500 3,000
Total
Profit 6,000 85,800 1,26,000 2,17,800

December
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit
rate 3% 22% 28%
Number
of
students
Enrolled 350 400 180 930

Average 1000 1,500 3,000

Total
Profit 10,500 1,32,000 1,51,200 2,93,700

January
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit
rate 3% 22% 28%
Number
of
students
Enrolled 410 460 240 1110
Average 1000 1,500 3,000
Total
Profit 12,300 1,51,800 2,01,600 3,65,700

February
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit
rate 3% 22% 28%
Number
of
students
Enrolled 470 500 310 1280

Average 1000 1,500 3,000

Total
Profit 14,100 1,65,000 2,60,400 4,39,500
 March
Price
slabs 3000-4000 5000-7000 8000-10,000 Total
Profit
rate 3% 22% 28%
Number
of
students
Enrolled 550 700 343 1593
Average 1000 1,500 3,000
Total
Profit 16,500 2,31,000 2,88,120 5,35,620

Profit and Loss sheet

FY19
2019 E 2020 E -20 E
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

1,1 1,4 1,6 2,1 2,9 26,4

68, 77,1 88, 3,2 1,31 4,4 8,5 7,8 3,7 3,65, 4,39,5 5,35,6 3,03
Revenue 160 00 200 80 ,010 20 40 00 00 700 00 20 0
Expenses
Fixed Cost
Website
Making 24, 24,0
Expense 000 00
Marketing
Expense

10,
Facebook 10, 10,5 10, 50 10,5 10, 10, 10, 10, 10,50 1,26,
Promotion 500 00 500 0 00 500 500 500 500 0 10,500 10,500 000
Search
engine
visibility 15 1,80
expense 150 150 150 0 150 150 150 150 150 150 150 150 0

30,
30, 30,0 30, 00 30,0 30, 30, 30, 30, 30,00 3,60,
Salary 000 00 000 0 00 000 000 000 000 0 30,000 30,000 000

25,
Pamphlets 25, 25,0 25, 00 25,0 15, 15, 15, 15, 15,00 2,20,
, fliers etc 000 00 000 0 00 000 000 000 000 0 10,000 10,000 000
Marketing
Expense 10, 10,0 10, 10, 10,0 15, 15, 15, 20, 20,00 20,000 20,000 1,75,
 000 00 000 00 00 000 000 000 000 0 000
0
Customer
care 10,
representa 5,0 5,00 10, 00 20,0 20, 20, 20, 30, 30,00 2,30,
tive salary 00 0 000 0 00 000 000 000 000 0 30,000 30,000 000

Website
Expense
Domain
Expense 50 50 50 50 50 50 50 50 50 50 50 50 600

Hosting 45 5,40
expense 450 450 450 0 450 450 450 450 450 450 450 450 0

2,0 2,00 2,0 2,0 2,00 2,0 2,0 2,0 2,0 24,0
AMC 00 0 00 00 0 00 00 00 00 2,000 2,000 2,000 00
Search
Engine
Optimizati 15,
on 12, 12,0 15, 00 15,0 15, 20, 20, 20, 20,00 2,14,
Expense 000 00 000 0 00 000 000 000 000 0 25,000 25,000 000

13,5
6,80
0

Depreciati 1,0 1,00 1,0 1,0 1,00 1,0 1,0 1,0 1,0 12,0
on 00 0 00 00 0 00 00 00 00 1,000 1,000 1,000 00

1,2 1,0 1,0 1,0 1,1 1,1 1,2 13,9

Total 0,1 96,1 4,1 4,1 1,14 9,1 4,1 4,1 9,1 1,29, 1,29,1 1,29,1 2,80
Expenses 50 50 50 50 ,150 50 50 50 50 150 50 50 0

Profit/(Los (51, (15, 1,0 1,6 12,5

s) before 990 (19,0 950 9,1 16,8 35, 54, 3,6 4,5 2,36, 3,10,3 4,06,4 0,23
tax ) 50) ) 30 60 270 390 50 50 550 50 70 0

2,25,
Tax @ 18% 041

10,2
Profit 5,18
After Tax 9
 (50, (14,
Cash 990 (18,0 950 (83,9
losses ) 50) ) 90)

(83,9
90)

48,0
Funds 00

Projected balance Sheet of e-shala as on 31/03/2020

I. EQUITY AND LIABILITIES Note No. Amount

(1) Shareholders' funds

(a) Share Capital 1 4,80,000

(b) Other equity 2 10,25,189

(2) Non-Current Liabilities -

(3) Current Liabilities -

TOTAL 15,05,189

II. ASSETS
(1) Non-Current Assets
(a) Fixed Assets
(i) Tangible assets

(ii) Intangible assets 3 12,000

(2) Current Assets

Cash & Bank 14,93,189

TOTAL 15,05,189
Note
no. Particular Amount
Share capital:
 Namrata Miglani 80,000
Raghav Hasija 80,000
Rizwana Parveen 80,000
Saumya Senan 80,000
Piyush Joshi 80,000
Sanchit Jain 80,000
4,80,000
2 Other Equity
Profit after tax 10,25,189

3 Intangible Assets
Website designing:
Book value 24000
Accumulated Depreciation 12000
12000
Cash flow statement

Cash Flow
Statement FY 19-20 E

I Cash Flow from operations

PAT 10,25,189

Add Depreciation 12,000

10,37,189

II Cash flow from investing activities

Website Designing (24,000)

III
Cash flow from financing activities

Share Capital issued 4,80,000

4,80,000

Increase/decrease in cash & cash

Add equivalent 15,41,189

Opening cash & cash equivalent -

Closing balance of Cash & Cash equivalent 15,41,189

Asset Schedule

1 Website designing 24,000 2 12,000 12,000

RISK EVALUATION

Alternatives Risk

Alternative platforms which are of better quality can affect the demand of our
provided service. As online education is still in its introduction phase, demand is
uncertain. People still prefer traditional classroom system. So this mentality poses as
a risk

Tacky User friendliness Risk

Preferences of customers are usually unpredictable and subjective in nature. Though

e-shala is a user friendly website, we cannot be very certain about the same reaction
coming from customers.

Measurement Risk

There are exactly no units to measure customer experience. It might be difficult to

continuously measure customer experience and work on it when units are uncertain.

Operational Risk

As it is service that we are providing, we might expect operational risks like huge
load on server, power issues, capacity issues etc. This would pose as a major
threat/risk. Process capability check should be taken care of.

Investment Risk

There is a investment risk since it involves a huge investments. If not in the

beginning, atleast in the later stages of the service provision, company needs to reap
profits. Market research is to be done in the very beginning to estimate the demand
and also to estimate risks if any

Technology Risk

The service provider will be working on IT Platform. There are many threats that
come with the use of IT in business on a large scale, which includes-

 Malware, viruses or similar threats.

 Data phishing
 Hardware issues