SP Jain School of Global Management

Industry Project

Masters of Business
Administration (Global)
Term 2

Prepared By:

Corporate Mentor:

Academic Mentors:
Table of Contents
Brief about the organisation .................................................................................................. 3
Readings............................................................................................................................... 5
Scope: ................................................................................................................................ 10
Objectives ........................................................................................................................... 10
Proposed Research Approach ............................................................................................ 10
Proposed Strategic Framework ........................................................................................... 11
Expected Outcomes ............................................................................................................ 11
Brief about the organisation

XYZ Technologies:
XYZ, with its headquarters in Singapore, is a significant provider of SaaS-based
educational technology in the region. For educational institutions, major multinational
corporations, early-stage start-ups, and organizations looking to expand
internationally, they specialize in offering a digital learning ecosystem that aids in the
organization and digitisation of learning and development content. Organizations will
be able to transform and become part of the global digital learning ecosystem with
their guidance. The organic competitor on website is mentioned below:

Source: SEMrush
 Source: SEMrush
KQ:
XYZ's KQ is an online learning marketplace that caters to parents, educators, and
children between the ages of 0 and 12. The marketplace compiles and makes
available high-calibre instructional material produced by well-established regional
partners.
Through recorded and gamified classes, they teach many domain skills, including
languages, music, dancing, art, STEM, and emotional development.
Readings
Industry:
EdTech Market
Overview
The education market is expected to grow at a CAGR of 31.6% during the forecast
period of 2021 to 2026. This is because the schools shift from traditional ways to
integrating smart technology in learning

Source: Mordor Intelligence

Some of the major key drivers for this growth is seen below:
1. The increasing Job opportunities in STEM sector has boosted demand for
STEM education.
2. Big data and adoption of learning analytics helps educational institutions to
offer personalized learning
3. COVID 19 outbreak has impacted global education sector and according to
the latest figures, 1.3 billion learners were not able to attend the schools as of
March 2020
Key Market Trends
1. Online education portal enables teachers to manage a large audience without
any budget and most K-12 programs are inexpensive or even tuition free
2. Mobile devices due to their portability and convenience helps students and
teachers communicate effectively.
 Source: Mordor Intelligence
Asia Pacific region have highest market share
1. Because so many students in the Asia-Pacific area are using online learning,
the K–12 education market is expanding quickly. Many nations are making
their full K–12 curriculum available online. Countries like China, India,
Indonesia, and Malaysia, among others, are the key drivers of the expansion.
2. A few of the reasons influencing the expansion of the K–12 education market
in this region includes the rising need for test preparation and the
standardization of competitive exams. The demand for the K–12 education
industry will increase due to the increasing competition in STEM competitive
exams.
3. Additionally, several regional governments' initiatives are anticipated to propel
the market during the forecast period. For instance, the Indian government
wants to create Atal Tinkering Laboratories (ATL) in schools all over the
nation to encourage young children's imagination, creativity, and curiosity.
Instilling abilities like computational thinking, design thinking, adaptive
learning, physical computing, etc. in children would also be aided by this.
Children will have the opportunity to use a variety of tools and equipment as
part of this effort to learn both fundamental and complex STEM topics
(Science, Technology, Engineering, and Math). Students in the ATLs will be
provided with science-related instructional and learning kits and equipment,
including computers, open-source microcontroller boards, sensors, robotics,
and electronics.
 Source: Mordor Intelligence
Region: Indonesia

Indonesia's E-learning and digital education business are quite specialized, with over
20 players mostly operating in the K-12 online education, online content platform,
virtual classroom tutoring, online English education, and online vocational training
markets. The majority of the market's revenue share is dominated by a small number
of industry pioneers.

Some of leading EdTech companies in Indonesia are mentioned below:

 Anagata Riswara
 Appstronic
 Centrinova Solusi Edukasi
 Codemi
 Globalearning Canter
 HarukaEdu
 KT Gongsin
 Lutan Edukasi
 Netpolitan
 PT. Mitra Integrasi Komputindo (MIK)
 Sibejoo
 Wisma Bahasa
 Zenius
Indonesia has a major opportunity in the education technology industry, as the
country is home to 55 million students enrolled in kindergarten through college.
Increasing internet penetration in the country has enabled 74% of the population to
access online material, contributing to the sector's growth. Amid the prolonged
pandemic, with schools closed indefinitely and students studying from home, it is
anticipated that the sector would become even greater.
Roadblocks in the EdTech sector
The development of an EdTech platform requires not only the creation of insightful
content but also the provision of a seamless experience for students, from the design
of an intuitive user interface to the facilitation of user payments. Listed here are a few
of the most challenging aspects of maintaining an EdTech platform.
a. Connectivity gaps between users
While internet coverage in Indonesia has reached 171 million, speed remains a
problem, particularly in semi-urban and rural areas. Bandwidth and connectivity
disruptions can discourage students from accessing online education content. For
some, the experience is really unpleasant.
While there are immediate solutions to the problem, such as allowing users to
download the content before watching it, online education companies must build a
technology stack to compress audio-visual content, making it available to students
with slower internet connections.
b. Adoption of Technology by Digital Immigrants
While direct-to-student EdTech, such as Ruangguru and Pahamify, primarily targets
Generation Z and digital natives, school management software for B2B must also
target teachers and even parents.
Too much reliance on old learning approaches prevents a seamless transfer to the
digital realm. It is essential for up-and-coming EdTech companies to build a UX that
makes the technology accessible to all users.

Pricing consideration:
Costs varied based on educational level and service provider among the student
population. The average EdTech membership package costs between Rp 100,000
($7) and Rp 300,000 ($21) per month, which is prohibitively expensive for the
average Indonesian. To put things in context, Netflix's basic subscription package is
$9 per month.
The workforce preparation part of EdTech normally charges between Rp 200,000
and Rp 500,000 for each course, which is significantly higher than the school student
segment.
For EdTech platforms to successfully acquire and keep paying users, it is of the
utmost significance to enhance the checkout experience. In Indonesia's fragmented
payment environment, providing locally preferred payment methods can increase
conversion rates.

Figure 1: Share of transaction size in EdTech sector

 Figure 2: Share of payment methods used in the EdTech
sector

Scope:

The scope for the purposes of the project are as follows:

1. To conduct primary and secondary research on how to accelerate the growth
of KQ in the Southeast Asian region.
2. To develop strategies that help target the social impact of the firm.
3. To research on emerging Digital technologies and advancements that can be
utilized to make KQ the industry leader.

Objectives:

From the identified scope, the objectives are of the project are as follows:
1. To study the industry and market of the EdTech industry in Indonesia,
Malaysia and Singapore.
2. To suggest strategies that help targeting the social impact of the business.
3. To conduct industry research to identify the key partnerships for the firm.
4. To identify and suggest the digital technologies can be effectively utilised.

Proposed Research Approach

We will be using two research methodologies for this study.

Research
Methodologie
s

Primary Seconda
Researc ry
h Resarch

Reference to
Personal Interviews with online
interviews the
methods,
with educators internal journals, books,
catering to K12 marketing articles and
team. reports, use
cases.
Proposed Strategic Framework
Planning Possible Strategic Framework
1 Situation Analysis Swot Analysis
Value Curve
Analysis ERRC
grid
Empathy Map
2. Objectives Measurable Organizational Value

3. Strategy Analysis Deliverable structure

Chart Work Breakdown
structure BCG matrix
Use Case Diagram
Issues Identified vs proposed features template
for Technology adoption

4. Tactics Buyer Persona

Business Canvas
Model
Proposed Change management plan

Expected Outcomes
1. To identify partners and channels in order to achieve business Growth
and social impact
2. Through primary research, analyse the end users like parents and teachers
of those kids.
3. Leveraging technology option for firm’s growth

References
https://www.mordorintelligence.com/industry-reports/k-12-education-market