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EdTech

Helping EdTech clients understand learner journeys & behaviour, digital adoption, usage experience, feedback of core products / services for students and teachers and drivers of NPS

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What We Do

Market sizing and assessment
Comp intel and benchmarking
Price benchmarking
Voice of students / parents
Learning outcomes assessment
Unit economics benchmarking
Learner needs assessment
Product benchmarking
Product testing and validation
GTM research
International expansion
Market demand estimation
Teacher NPS

Market sizing and assessment

How attractive is the market – TAM, SAM?
Which segments are driving growth – by product / service line, geography, customer segment, etc.?
How crowded is the competitive landscape?
How big can the market be? What are the drivers and barriers of EdTech adoption?
What differentiated offerings are driving adoption?
What is headroom for growth in the operating segments?
What are the opportunities for improvement in existing EdTech players?

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Comp intel and benchmarking

What are the most important themes to track the competition?
How is the competition performing across these themes?
What are the competitors doing differently in the market ?
Is the target losing / winning w.r.t competition? Why?
What are the plans of the competitors for the near future?
How to use digital tools for continuous tracking of competition?

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Price benchmarking

What is the price positioning w.r.t competition of a product in the market?
What are the directly competing products in the market? Who are the peripheral / indirect competitors?
Does the price positioning resonate with targeted customer segments?
How does the target compare w.r.t competition in discounting and promotional schemes?
What is the relation between the features of the product and price range?
How do customer segments and behaviours vary with the price?

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Voice of students / parents

What is the perceived customer perception of the brand?
What are students / parents saying about the brand among friends, social media, etc.?
What do the parents care about the most while purchasing an EdTech product?
What is the relevant positive / negative feedback from students and parents?
How important is student / parent recommendation / feedback for the performance of the brand?

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Learning outcomes assessment

What are the key performance metrics for benchmarking outcomes of products / offering usage?
What are the drivers of performance across critical metrics?
What are learning maps / graphs across key improvement areas?
How robust is the recommendation engine for teaching and revising key concepts? How can it be personalized?
How are users incentivized to engage with the platform and aim for positive outcomes?

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Unit economics benchmarking

How do unit economics and its components (revenue and well as cost side) compare w.r.t competition?
What are the different revenue streams per customer? What are the drivers of revenue?
How much does it cost in time and money to service / acquire a customer?
What fixed and variable cost components are associated with servicing a customer?
What are the drivers of fixed and variable costs?
How does the unit economics vary across customer segments, products and geographies?

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Learner needs assessment

What are the key EdTech products required by customers?
What are the key purchase criteria across different product categories
What are the product offering customers are aware of and are currently using?
What is the frequency of usage and use cases across product categories?
Are there any product offerings not available to customers? Why?
What are some of the unmet needs across existing products and the reasons thereof?

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Product benchmarking

What is the product assortment of the target?
How does the product assortment (# products / services, variants, availability across channels, pricing and discounting, etc.) compare w.r.t competition?
What should be the optimal range of product assortment in terms of # products / services, bundles, price points etc?
What are the addressable potential and unmet customer needs?
What should be the product assortment strategy and launch plan of new products?

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Product testing and validation

What are the key nodes and challenges across the customer journey for target product / service offering?
How do customers perceive new products / services / offerings?
What pain points or latent needs can a new offering solve?
What will it take for consumers to adopt and prefer the new offering over current channels?
How can the new offering be made scalable and unique?
Where can a new offering / player create moats of defensibility around its business?
What are the key GTM implications for a new offering to be successful?

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GTM research

How attractive is the market opportunity (TAM / SAM)?
How competitive is the landscape? Who are the competitors and how are they differentiated?
How is the brand perceived?
What are the student needs and preferences?
What are the demand drivers?
What should be the lead generation channels?
What will the marketing spend look like?
What will be the channel wise spend?

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International expansion

What are the key target markets based on socio economic parameters?
What are the different sources for new lead generation?
What are the local laws, regulations and best practices for launching a new offering?
What partnerships and collaborations are required for a new market entrant?
What key communication channels / mediums are required to target specific markets?
How is the market landscape?
How is the product landscape?
What are the key innovative service / operating models?
What are the additional customer expectations / unmet needs basis the current offerings in the market?

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Market demand estimation

What is the profile of customers relevant for product / service offering?
How competitive is the market in target locations – what alternate exists?
What are unmet customer needs and demands in the market? How is competition targeting these needs?
What is the willingness to pay for above unmet needs and pain points?
How do customers rate existing products / services on key parameters?

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Teacher NPS

How likely is the teacher to promote respective EdTech products / services?
How does the NPS vary across demography and key segments? How does it compare with key competitors?
What are the relative strengths and weaknesses that have the highest impact on NPS?
What are the key reasons for a teacher to be a good promoter / detractor?
What would it take for the offering to convert a passive detractor to a promoter?
What are the improvement areas across product categories?

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Related Case Studies

Assess online learning behaviour of students in Metro and Tier 1 cities

Objective

Client wanted to understand the current usage preferences and experience of students on their online learning platform with focus on content consumption, practice tests, doubt resolution, engagement with tutors / teachers, etc.

Methodology

Conducted in-depth interviews with students (N = 30) to gather insights around comprehensibility, doubt clearance, engagement on discussion forums, etc. and pain points along this learning journey
Mapped learner journey across evaluation, onboarding, platform usage and query resolution
Understood the best practices being followed by competitors to design a comprehensive learning experience for their students

Impact / Outcome

The client understood the student pain points and latent needs across the learning journey, and how are competitors addressing them

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Assess the digital maturity of learners via journey mapping for a leading EdTech player

Objective

Client wanted to map the end-to-end learner journey across awareness, consideration, engagement, onboarding, and post-onboarding of its students to reduce friction and identify areas of digital intervention for value creation

Methodology

Identified the key touchpoints in the learner journey through in-depth student discussions (N = 30) in 5 cities to understand the different onboarding and usage journey of students on the platform
Conducted focused group interviews to uncover the pitfalls in the learner journey while using the website / mobile application of the client
Benchmarked the learner journey with that of a global industry competitor to identify friction points and areas of digital intervention

Impact / Outcome

Developed an ideal digital journey for learners and identified areas for intervention to enhance the student experience

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Consumer preferences and price sensitivity analysis for an EdTech player

Objective

An EdTech player wanted to understand the price sensitivity of parents for paid offering of their learning platform

Methodology

Conducted quantitative survey with parents of learners (N = 3000) across different income groups to understand the willingness to try the platform for different price points and at what range an offering is considered under-priced (lower quality) vs over-priced (poor value for money)
Created detailed analysis across different cities and income groups to understand the optimum price point that can drive maximum sales

Impact / Outcome

Client was able to understand the price sensitivity curve and was able to establish optimal pricing for the said offering

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Evaluate effectiveness of a marketing campaign to understand impact and perception among online learners

Objective

The client wanted to evaluate the effectiveness of a recently launched advertising campaign for its brand

Methodology

Conducted Focus Group Discussions (N = 15) among students pre-campaign launch to capture first impressions and responses to different variants of ad-copies
Highlighted punch points and feedback from students, and if the intended message resonated with them

Impact / Outcome

The client understood in detail the finer nuances around the messaging & positioning of the ad content & visuals

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Evaluate reasons for repeat usage behaviour and churn reasons for a leading K12 learning player

Objective

Client wanted to understand factors that drive repeat usage behavior vs churn from the platform, and how this can be used to improve the overall student experience

Methodology

Conducted N = 600 parent surveys to understand the perception, experience, and NPS of their child’s primary learning platform
Created an interactive dashboard cum databook to identify patterns/trends in students’ engagement (time spent on the platform, frequency of login, etc.) with the platform
Categorized reasons for churn into logical buckets & categories to drive actionable outcome insights e.g., Performance perception (content quality, query resolution, personal attention, improvement in school grades, etc.), design issues (UI / UX, bugs), etc.

Impact / Outcome

Client was able to understand the key pain points and get critical insights on reasons for churn, drivers of adoption, and detraction for the platform?
Highlighted key improvement areas that could drive detractors and passives to convert to promoters

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Evaluate the needs and pain points of teachers using specific EdTech platforms

Objective

Client wanted to understand the usage journey of teachers using online EdTech platforms in terms of user experience, course upload, test monitoring, student management, etc.

Methodology

Conducted teacher interviews (N = 40) who were using online teaching platforms to gather insights around the online teaching journey and understand key pain points across critical steps
Based on the articulation of pain points and needs of teachers, the priority segments for the feature request and latent needs were identified
Understood best practices being followed by competitors (online) and other unaddressed requirements from teacher's everyday experiences during traditional coaching (offline) classes

Impact / Outcome

Client understood in detail the teacher’s needs and preferences for using online teaching platforms
They were also able to understand the teacher's journey, challenges, and how the services providers are addressing them

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