Education Demystified….

By- Anshul Goyal

Enrollment No. 11010
Trends in ED-Tech Industry in India

K–12 category has potential to grow in

the future
The Ed-Tech industry in India is growing at a significant
rate, with high interest in the K–12 segment as COVID-
19 lockdowns have disrupted the activities of
educational institutions. Indian Ed-Tech firms have
raised US$ 5.77 billion in funding in 2021 so far. Of the
total amount raised, US$ 99 million was raised by K–12
education specialists. Since 2018, more than 4,800 K–
12 Ed-Tech start-ups have been launched globally, with
1,782 start-ups in India alone. They offer courses in the
form of subscription packages for a set of subjects to
each class.

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SOME TRENDS
Increased penetration of mobile devices and
internet services: accelerated gro w t h of
accessibility of technological devices s u c h as
phones, laptops, an d a faster gro w t h a n d
penetrati on of internet services.
Financial accessibility: cost of college
a n d textbooks is increasing; O p e n
Educati onal Reso u rc es O E R will
conti n ue to gai n m o m e n t u m a n d
demand

Desire for microlearning: informati on in

short bursts s uc h as shorter courses
and shorter videos.

Flexibility: desire to self-pace, learn

Impact of COVID-19 pandemic: ca u s e d a shift to
on- d e ma n d , a n d adjust learning at
remoted learning w h i c h will conti nu e to b e
conveni ent ti mes so as to m a n a g e
exploited by c usto mers even aft er the
educati o n with other responsibiliti es.
p a n d e m i c subsides.
About Ed- Tech Industry
INDIA - The EdTech Capital
The Indian Ed-Tech industry was valued at US$ 750 million
in 2020 and is expected to reach US$ 4 billion by 2025 at
a CAGR of 39.77%. This growth is driven by rising
demand for non-academic courses from tier II & III cities
and the need for personalisation in the Ed-Tech space. Out
of the projected market value of US$ 4 billion, US$ 1.5
billion will focus on K–12 (Kindergarten to Class 12), after
school foundational and pre-preparational courses.
Ed-Tech funding focused on start-ups
Indian Ed-Tech start-ups raised more than US$ 1.43 billion
across 100 deals in 2020. The COVID-19 pandemic
disruptions and subsequent lockdowns compelled both parents
and educational institutions to implement tech-enabled
learning solutions, making EdTech the most funded sector in
the country. Of the total funding raised, Byju’s leads with 57%,
followed by Unacademy (10.5%) and Vedantu (9.5%). Since
2020, India has seen four EdTech start-ups turn into unicorns
(Unacademy, UpGrad, and Eruditus and Vedantu) and one into
a decacorn (Byju’s).
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 Competitor Analysis

About BYJU’S focus lies in being

Unacademy started off as Vedantu claims to be a
an online tutoring platform
a YouTube channel and live tutoring website
for students beyond
helps students prepare for with Best Teachers for
schools. It offers
exams. Popular amongst: Popular amongst:
comprehensive e-learning
Applicants for UPSC, CBSE, ICSE students
programs Popular amongst:
SSC, IIT JEE, CAT and and applicants for
School students, NEET,
other exams. Olympiads, IIT JEE.
JEE, UPSC & Bank Exams.

Users 57 million 30 million 25 million

Founded 2011 2015 2011

Valuation $21 Billion $3.44 Billion $1 Billion

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Target Audience
▷ Our Target audience would be students from K-12 in tier 1,2,3 &
4 cities who need additional help and tutoring besides their
regular school.
▷ Apart from these students, students who are preparing for any
entrance test in India would also be our target audience.
▷ And working professionals along with college students who
need constant upskilling and certifications to boost their
fundamental knowledge of any domain.

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Target Categories for
▷ K-12: Students from kinder-garden to class 12, this is the largest market
in Ed-tech in India.
▷ Test Preparation: After 12 under-graduation entrances prep like JEE,
NEET, BBA/BCA college entrance test and post graduation test preps
like UPSC, CAT, GATE and other entrances.
▷ Skilling & Certification Courses: The demand for such courses are
increasing exponentially in India.
▷ Casual and Language Learning: These would include language
courses along with other skill courses like cooking, singing, acting,
learning any musical instrument, etc.
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Marketing

will market itself through different ways:

▰ Door-to-Door: Door-to-Door Campaign are very effective especially in the K-12

Segment, it builds credibility for parents. Schools-Colleges can be approached
for Test Prep and Skill courses.
▰ Social Media Campaigns: Social Media campaigns will be run on YouTube,
Instagram, twitter and facebook to increase our impressions among target
audience,
▰ Referral Marketing: Referral discounts of 10% will be rewarded to people who
refers our service to their network.

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Revenue Model
▰ We will be adopting a freemium model.
▰ Freemium model will be offered to make students get habitual of our
service so that they can be converted into customers.
▰ Subscription based model will be offered for certification and upskilling
courses where monthly or half yearly subscription will be charged from
students and they can enroll in any of course.
▰ One Time Payment package will be offered to K-12 students who can
enroll for yearly and can pay either once or on installment basis.

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Timeline for
First 6 Months Next 6 months
Freemium model for Upskilling & Certification
K-12 students and courses will be added to plat-
test prep students form and different programs for
K-12 students will be offered on
monthly and annual basis
(conversion from freemium
model to subscription or one
time payment)
Next Year
Different Educators will be
added and bundled programs
will be offered where
students can chose their
educator and timings.
languages will be added to
make it a complete platform
for everyone.
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Ed-Dy – Education Demystified…

Education Demystified…

Thank you!
By-Anshul Goyal
11010

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