Erudite Learning

Group 9

Gaurav Sugandh PGP12185

Naitik Srivastava PGP12188
Nikki Kumari PGP12165
Sakshi Joshi PGP12147
Satvika Divya PGP12265
Vishakha Verma PGP12169
 Industry overview

● The Indian EdTech industry was valued at US$ 750 million in 2020 and is predicted to
grow at a CAGR of 39.77 percent to US$ 4 billion by 2025.
● The need for non-academic courses from tier II and III cities, as well as the need for
personalization in the EdTech field, are driving this expansion.
● K–12 (Kindergarten to Class 12), after-school foundational, and pre-preparatory
courses will get US$ 1.5 billion of the expected market value of US$ 4 billion.
● The K-12 segment in India offers the largest and most appealing market for digital
learning providers with approx 260 million students enrolled
● From 1.6 million users in 2016, India's online education users increased around 9.6
million users by 2021
 5 Forces Analysis of EdTech Industry

● Threat of new entrants: High

EdTech businesses increased their income by 2.1 times from 145 million dollars in FY18 to 303 million
dollars in FY19. With the growing number of internet users, it is becoming easier for startups to break
into the market and gain a significant amount of market share
● Threat of Substitutes: Low

When compared to the offline method of education, the threat is modest because students are steadily
subscribing to the online service more each year as internet preparation increases.
● Competitive Rivalry: High

The businesses are strategically distinct, yet they all aim for the same market. Byju's Unacademy and
Topper are two of the most prominent players.
 ● Bargaining power of suppliers :Low

Firms compete fiercely, and most substitutes are found in the same industry. There are a large number of
services to choose from when it comes to Edtech, reducing suppliers' bargaining strength

● Bargaining power of customers: High

Students are price sensitive and have a low switching cost as compared to other items. With the growing
competition in the sector, students have a variety of options when it comes to selecting an edtech
provider.
 Company- Erudite Learning
● Erudite Learning is an educational technology company which provides an online platform to
students to enhance their learning experience.
● We offer a whole new world of quality education and life skills for young people by assisting
them in keeping up with globalisation and technology in the field of education.
● We aim to develop a child holistically by offering them various set of quality courses not only in
academics, but also in other fields like leadership development which will help them to pave the
way ahead in competition and have a positive outlook towards future.
 STP ANALYSIS

SEGMENTATION TARGETING POSITIONING

● introduced more
● UNDERPRIVILIDGED ● differentiated features
UNDERPRIVILIDGED
OPPORTUNISTS ● Included the
● PRIVILIDGED
● MULTITASKERS ● underprivileged
MULTITASKERS
● CLASSROOM BUGS segment
● PRIVILDGED ● Engaging video
lessons from best
teachers.
● One to one session for
students.
Competitive advantage
 Resources and Capabilities
01 Text-to-speech feature for
study materials
Designed to reduce their screen
time along with increasing the
attention span of students
02 VR technology to learn
things practically
VR experience with good
teachers can improve a
student’s understanding as well
as keep them engaged
throughout
03 Initial quiz and one
to one counselling
Developing a customised
schedule for every student to
enhance their learning
experience
04 Additional courses
Incorporating life skill courses
to extend a child’s education
beyond what is taught in school
 Resources and Capabilities
01 Transparency and
Accessibility
Live score sheet and performance
update will be made accessible to
parents anytime in the application
02 Education for everyone
Employing text-message based
micro courses for the less
privileged students
03 Gamification
Gamification encourages learners
to participate in their training by
portraying it as a 'game', making
it more interesting
04 Short courses in alignment
with hobbies
Courses that fit with students'
passions will be incorporated in
addition to academic courses to
create a one-stop shop for students
 International Expansion
● As of now there are total of 4 edtech startup(Unacademy, Vedantu, Upgrad and
eruditus) that has been turned into unicorn and Byju’s have been turned into decacorn.
● So to survive in such a competitive space startups need to evolve to gain market share.
● According to recent research, half of the Indian parents do not want to spend more
than US$65 per month on tuition, although their overseas counterparts are willing to
spend more than US$75.
● So to become a global giant companies need to identify potential audience and target
accordingly.
Target International
Location
● North America- Largest edtech market in the world and still growing. Lot of potential
customer with better purchasing power.The K-12 education institutions and higher
education programs, among others, are swiftly integrating advanced technologies. In
North America US is being in the top.
● South-East Asian Countries- Some countries like Indonesia, Myanmar are totally
untapped market and some of them are lagging a lot in terms of technology and
education.
● Middle- East Countries- Even before the covid situation the education system was
highly organized so there is a high chance,of discovering unknown potential audience.
Strategy to enter
● Our company can expand into international market by making a joint venture with a
company who is currently working as a tech based company who is serving the
audience who can be the consumers for our company.
● So entering via joint venture will help us to mitigate the risk involved into entering
new markets and simultaneously the experience of the other party can help to analyze
the consumer behaviour also.

AIDA Model
Awareness Interest
So we strongly need to focus in building the Identify the company who will ready to come
brand internationally using brand promotion tools for joint venture for this domain.

Desire Action
The consumer interest should be towards us and The most important phase in this the lead
trying to understand our pricing & product generated should be converted to sale
THANK YOU