Virtual Internship

Program 2021
TKC_Group_078_IMI New Delhi
Group Code TKC_Group_78_IMI New Delhi
Name of the Project BYJU’s
Number of group members 3
Group Facilitator/SPOC Shubham Kumar

S No. Name Intern ID College UG/PG Email Phone No.

Name degree
1 Hemant 39_IMI025_ IMI New PGDM hemant.p20 9893781796
Sharma Hemant_Sha Delhi @imi.edu
rma
2 Shubham 39_IMI062_ IMI New PGDM shubhamjind 8003736981
Jindal ShubhamJin Delhi al.p20@imi.
dal edu
3 Shubham 39_IMI063_ IMI New PGDM shubhamku 9952100772
Kumar ShubhamKu Delhi mar.p20@im
mar i.edu
2
Business Plan

3
Project title: Byju’s
1. Hemant Sharma
Project Team: 2. Shubham Kumar
3. Shubham Jindal
II. Start date: 19/08/2021

Problem/Opportunity Statement

• Byju’s generates its most of revenues from K-12 Sector. Byju’s should expand its business in post K-12 Sector by focusing on online degree programs like MBA.
• Byju’s positioned itself as a leader of K-12 sector and expanding its market in this segment. It should focus on Post k-12 sector to create much more impact.

Business Case Scope of the Idea

• Expand Business in online degree program

• Financial Factors – Cost much lesser than offline degree program • Undergrad and Working Professionals
Economic – Economic environment potent society • Companies, Colleges
Socio-Cultural – Students from all corners of the country can take up the course • Focus only on Post Graduation degree
• Productvity of students will increase, More opportunities for job and Flexibility

Critical Success Factors Value Proposition of the project

• Gaining Market Share in Post K-12 Sector • Future of EdTech Industry After Pandemic
• Less Investment, Flexibility, Job Opportunities • Tie up with International Colleges

4
F Logic Trees
Long term partnership
with international
universities

Accreditation Creating own content

and courses
cost
 Reduce customer
acquisition cost
High Cost
Basic question to be resolved Customer
Use existing brand
acquisition cost value and trust.

How to enter into online certification and degree

sector and capture the market ?

Well
established Use existing massive
competitors in salesforce
K12 plus
High barrier to market Using the data
analytics, set accurate
entry targeting

Leverage existing infra

Difficult to to create original
Differentiate content.
Use the existing
customer base to
convert them in potential
customer
Market Sizing

6
 Market landscaping and sizing
Market Size for BYJU’S

 India has the world’s largest population of about 500 million in the age bracket of 5-24 years, which provides a great opportunity for the
education sector.
 The country has become the second largest market for E-learning after the US.
 The online education market in India was valued at INR 39 billion in 2018 and is expected to reach INR 360.3 billion by 2024, expanding at
a CAGR of ~43.85% during the 2019-2024 period. 
 The online reskilling and certification market is expected to reach INR 93.81 Bn by 2024, expanding at a CAGR of ~36.95% during the
2019-2024 period. The growing business landscape has widened the skill gap among employees, which is why the demand for reskilling
courses is picking up.
 The online higher education market was valued at INR 5.01 Bn in 2018 and is expected to reach INR 40.63 Bn by 2024, expanding at a
CAGR of ~40.74% during the 2019-2024 period. The conventional education system is insufficient for the growing population, and therefore
students are switching to online higher education courses.

7
Customer Segmentation

8
 Customer Segmentation
Based
Based on
on our
our research,
research, for
for BYJU’S
BYJU’S to
to enter
enter into
into online
online diploma
diploma courses
courses market
market the
the Target
Target customers
customers can
can be
be segmented
segmented based
based on
on the
the following
following
parameters.
parameters.

Segmentation Parameter Example Segmentation Parameter Example

Type Type

Regional Pan India and global market

Lifestyle Career Oriented
Geographic Living Style Urban, Metro Psychographic
Personality Ambitious
Tier Tier 1 City
Occasions Difficulty in finding job or when wanting to
Age 24 - 35 move up in career

Gender Male, Female, Transgender Benefits Convenient, Shorter courses, Certified

and accredited degree
Income High Disposable Income
User Status Existing user, potential user
Occupation Executive, Businessman, Students
Behavioural
Demographic Loyalty status Strong
Education Graduate, Post - Graduate

Generation Generation Z, Millennials Readiness Desirous

stage
Nationality Global
Attitude toward Positive
Social Class Middle, Upper product

9
Value Proposition

10
iii Customer Value proposition

Customers need easily accessible
higher education qualification and
skills
BYJU’s will offer online higher
education from top universities
which will be affordable and
highly accredited
BYJU’s have years of experience in EdTech
industry and their better sales force and brand
image will give them an edge over competitors

Value Proposition

For young, ambitious and career oriented individuals, who are looking for an affordable, easily accessible, highly accredited higher education,
our online higher education platform, BYJU’s provides online diploma courses from top universities in various field at affordable and self
paced programs, with BYJU’s, you just tap on the qualification you aspire, and you earn your degree at your home under the guidance of
mentors of top universities and upskill your life.

11
Unit Economics

12
Unit Economics
 Cost structure refers to the types and relative proportions of fixed and variable costs that a business incurs.
 BYJU incurs the cost of web development, maintenance, data center, business development and operations, marketing and sales, general and
administrative and media development costs.
 A revenue stream is a source of revenue of a company or organization. In business, a revenue stream is generally made up of either recurring revenue,
transaction-based revenue, project revenue, or service revenue.
 BYJUs follows a freemium business model, so most of the revenue is incurred from the subscription amount which is paid by the students for learning.
 BYJU also earns from product purchase from its website, offline career counseling, offline coaching, and revenues from API.

• Below is the current business model of Byju’s:

GTM Strategy

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Example of Go to Market Strategy 6
Target Market
Market Identification  Beyond K12- Under Graduates, Graduates, Post Graduates
 Corporate Employees – Upskilling executives.

Existing Channels
 B2C Channels- BYJUs channels its content from YouTube, Facebook page, web, and mobile app.
 Access to good quality education, bringing quality teachers to very student, video delivery model, engaging content and retention . In beyond K12
Product Availability same level of availability can be achieved.

 Several companies such as Tencent, Chan-Zuckerberg initiative, LightSpeed Venture Partner were impressed by BYJU’s and have become key partners
Product Awareness in it by investing huge amount of money in it.

Team Building
 Knowledge sharing & building expertise
 Build dedicated team for sales and operations

 The services or features or their innovations that make their product look attractive to the customers.
After Sales  BYJUs establishes customer relationships through a mobile app, online virtual classes, direct meetings, and calls.

 Competitive pricing strategy

Pricing Strategy  Pricing based on quality of course
 Freemium based model, Dynamic feature-based pricing
 Key Resources act as a building block describing the most important assets needed to make a business model work. The technology infrastructure,
Key Resources interactive graphics technology, lecturers, servers, IT infrastructure are some of the key resources of BYJUs.
15
Growth Drivers

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 Growth Drivers
1. Significant opportunities to deepen existing customer relationships through
cross-selling and upselling
2. Upgrade the customer experience with upgraded sevice offerings leading to
Expanding relationships opting for higer degree courses.
with existing customers. 3. Expand relationships with existing customers through additional support
offerings.

1. Grow business by selling services to new customers in new domain of education

for the company.

Extending go-to-market 2. Continue to pursue businesses of all sizes in major regions globally, primarily
Key drivers capabilities globally through direct sales force.
3. Plan to continue to develop indirect distribution channels.
4. Increase investment in domestic and international operations and infrastructure
to deliver the highest-quality service.
1. Improve people, processes and proven innovation to help companies transform .

2. Provide free, curated resources such as Trailhead to help company grow into new
Promoting strong market.
customer adoption.
3. Make a community of Trailblazers who drive innovation, as well as customer success
programs including success management resources, advisory services, technical
architects and business strategists to enable and accelerate digital transformation.

17
Financials

18
Consolidated Statement of Income (Fig. in $)

Company Financials
300000000000 28000000000000%
26000000000000%
250000000000

200000000000

150000000000

100000000000

50000000000 2500000000000% 1900000000000% 2000000000000% 1940000000000%

125% 471% 599800000000% 24% 7% 590000000000%
0
Revenue Revenue Growth Operating expense EBIT EBIT margin% Net Income

FY 2017 FY 2021