EMERITUS

Case Solution

Yash Goyal
yashg05@iimamritsar.ac.in
Core Problem
The trend shows that revenue from a particular course mostly doubles in
second year of launch and then for third year it becomes about 125% of
second year. On noticing the past trend of total growth of about the company
made its revenue target to be USD 150 Mn. Products launched in 2017 and
2016 were not able to show similar trend in 2018 and most of them were not
even able to get three fourth of its sale till end of Q3 of 2018. This shows
that the competitors have grown up and are advertising aggressively as
compared to us and we are able to convince only a few new customers to
use our service.

Pointed Question
• Will launch of more postgraduate diploma program similar to launched
in Q3 of year 2018 benefit us in increasing revenue?
• What would be our customer value triad to occupy remaining 67%
market and increase our market share from 75.8% (2017)?
• How can we generate revenue of USD 68.6 million in Q4?

Variables of probable solution

• Which courses to be started in Q4 of 2018
• Price of Course

Solutions
• We can Start more diploma courses as it has generated more profit. If
we go by our research, we can observe that in leadership only about
one third of person show up for second course while if we see the
revenue generated from it is 6 times of a certificate program. If we
would have launched 3 different certificate program it would have been
about two third of revenue generated now.

2
 • Start more courses in field of analytics, digital business and leadership
as compared to other courses. We can easily analyze from the exhibits
that these courses are generating good revenue overall and also
leading the person to take another course which generate the revenue
further.
• Trying to get contract with top B-schools of not signing deal with other
organizations regarding teaching courses on their website too.
• We can put our exhibitions in e-summits where various corporate
leaders visit and have better chances of knowing about our services
and can avail benefit from it. We can better engagement with them.
• Approaching to various Companies HR personnel and explaining them
about customer value triad of our courses as service are from best
faculty by explaining through own researches.
• Can increase the prices for short term on several trending courses.
• Using Influencer marketing by approaching various youtubers who
makes educational video to sponsor our app. The charges are very
nominal as in India we can get about 1 Million Views by just paying
10000-15000Rs.
• Digital Marketing like Google ads are cost effective and we should use
cost per click type of advertisement while showing our app.

Most Viable Solution

We should use exhibitions and digital marketing currently to maximize the
revenue in short period and think for other measures in long run and for
getting customers in future. In Q4 we can start Integrating Legacy Business
with Digital Model and Analytics and Digital Business Model as they both have
good interest level and the Meroveous College which is offering these courses
in past have a good conversion rate of repeated purchase. Although it would
be difficult to get USD 68.6 million revenue in one quarter but a measure
mentioned above will help them to achieve the target in the quarter itself.