FLIP Case Study

Submitted as a part of Sumantran 2019 Case Study Competition

Team Armado Prakhar Tosniwal

IIM Ahmedabad Shweta Arora
Taraana Talwar
- Customer Profiles
Undergraduate profiles:
=> Engineering
=> Commerce
=> Management
(BBA, BMS, BFIA)
classified on the basis
of the financial acumen,
jobs available and
opportunities to pursue ENG. COMM. MGMT.
a masters in the field.

Financial
Acumen
Financial Jobs
Available
Opportunity of
Masters in Fin.
I. Set of Programs

ENG. COMM. MGMT.

Combo - Risk Management (T+C) PE, M&A & Structure Finance (T+C) Branch Reln. Manager Prog. (T+C)

Excel & PPT for Professionals (T) Fund Management (T) MBA Preparation Guide (T)

Currency Int. Rate Derivative (T+C) Wealth Advisor (T+C) Currency Int. Rate Derivative (T+C)

Fin. & Banking Fundamentals (T+C) FLIP-NCFM: Market Risk (T) PE, M&A & Structure Finance (T+C)

MBA Preparation Guide (T) Combo - Risk Management (T+C) Technical Analysis (T+C)

FLIP-NCFM: Market Risk (T) FLIP-NCFM: Equity Research (T) Fund Management (T)

Combo - Risk Management (T+C) MBA Preparation Guide (T) Fund Management (T)

Currency Int. Rate Derivative (T+C) PE, M&A & Structure Finance (T+C) FLIP-NCFM: Market Risk (T)
II. Other optional courses
Quantitative Research: Course Description: This course will provide in-depth knowledge
Multiple Asset Classes about Investment Banking, Structuring, Sales & Trading and
(Training + Certification) Research Businesses around the globe.

Financial knowledge ● Duration of the course: 10 hours e-learning program

Required Investment = INR 7,50,000 Lakhs
Ease of break even ● Average Price of the courses (arrived by removing the outlier
courses and averaging the rest) = ~ INR 7000
Serves all segments ● No. of students required to break even ~110 Students
III. Channels of Marketing
Marketing isn’t just Advertising; Marketing is whatever it takes to get new business in the door!

Pull Strategy

● Tie-ups with IT service and ● Campus Ambassadors in Tier I

business solution providers colleges to spread word of mouth
● MBA coaching institutes ● Targeted responses to queries
spreading WOM of courses on Q&A platforms like Quora
Guerrilla/Experiential

● Sponsorship in college ● Testimonials of alumni of Tier 1

fests to float interest forms colleges working in Fin. Industry
● Native Advertisements in ● Referral program and group
Financial/Career blogs discounts for bulk purchases
Push Strategy
IV. Go-to-market Strategy TARGETS

Existing awareness among the students about financial

Tier 1
opportunities combined with the mediums to reach makes this a
Colleges
lucrative segment to target.

The students about to prepare for placements/higher education

Final Year
entrances can serve as the right audience to target since their
Students
willingness to learn will be higher.

Targeted streams will include undergraduate students from

E-C-M
Engineering, Commerce and Management in the ratio of 2:1:3. This
Streams
number has been arrived using the Slide 2.
IV. Go-to-market Strategy PROFITABILITY ANALYSIS

Revenues: = INR 50000 x 500 students* INR 2,50,00,000

Costs:

Advertising activities

Native advertising INR 20,00,000

Tie-ups with IT firms INR 10,00,000

Sponsorship INR 7,50,000

Guerrilla advertising INR 5,00,000

New course creation INR 7,50,000

Total Costs INR 50,00,000

Gross Profit INR 2,00,00,000

*Based on estimates, approx. 500 students can be converted per course through the marketing efforts suggested
IV. Go-to-market Strategy TIMELINE

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
E

Months during which the marketing efforts should be targeted towards the respective stream

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
C

Based on the tentative time when students prepare for final placements/entrance for MBA

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
M
Thank You!