Business Case on Liqvid

Introduction
Based out of Noida, a suburb of New Delhi, India, LIQVID has world class infrastructure that
delivers quality learning services that include Custom Content development, Training Design
services, Technology Services, and Learning Support Services for Corporations, Academic
Institutions and Government Organizations across the world.
LIQVID is a venture launched by key members of egurucool.com, which had established itself as
India's foremost eLearning brands, created over 8,000 hours of eLearning content and had tied-
up with over 1,600 schools.
LIQVID is a preferred offshore vendor for Hewlett Packard (HP), USA and has executed several
prestigious projects for organizations like Motorola, IBM, Hughes, American Express, BBC
Learning, Harcourt, Oracle, Standard Chartered Bank, and Philips.
The company has basically two verticals: Services and Product
Services overview
LIQVID is a global eLearning service provider with domain specific expertise in custom
eLearning solutions, enterprise learning, blended learning solutions, eLearning technology &
learning support. In this world of fast-changing high-end technology, learning and training
requirements have been evolving, blending across the organizations, and undergoing minor &
major transformations overtime. Traditional approaches have taken a back seat because
eLearning offers complete flexibility by providing the targeted learners with the freedom to
choose the time, place, and pace of study.
The domains across which the company is present is BFSI, Telecom, Automobile, Electronics,
IT, Healthcare, Education and Publishing.
About EnglishEdge
Launched by LIQVID in 2008, EnglishEdge is a unique English learning programme; a product
created with a vision to enhance English Language Learning through innovative use of
technology. Foreseeing a shift in learning trends, it follows the unique "Blended Learning"
concept, which is a judicious mix of instructor-led and computer-based learning. Coupled with
cutting-edge technology and rich multimedia, Blended Learning makes EnglishEdge the most
comprehensive English language training programme available in the market for schools,
colleges and vocational training.
With almost a decade of experience in the field of English Language Training, we at
EnglishEdge understand that different learners respond to different training techniques.
Therefore, we have now made language learning possible on devices such as tablets and mobiles
phones. The EnglishEdge Portable Language Lab, is the first of its kind in India, bringing
together quality

learning content and cutting edge technology to create a unique learning experience, suited to the
needs of both, school & college students. Our English learning programmes are available on all
mobile platforms: SMS, IVRS, App and WAP. This grants the learners instant access to valuable
learning material, anywhere, anytime.

Schools

In a class full of growing minds hooked to technology, use digital technology as your teaching
assistant. With the EnglishEdge Portable Language Lab, change the way English language
learning takes place at your school- both inside and outside classrooms. Use state-of-the-art
tablet technology to empower your teachers and make classroom sessions more interesting,
engaging and effective.


Platforms
The platforms across which EnglishEdge solutions are: Tablets, mobiles and PCs
In schools the two platforms that EnglishEdge is launched on are Tablets and PCs
Tablets

Tablets are gradually becoming the preferred learning device for learners. Today, students have
their own personal tablets at home which they use to play games, access the internet and even to
work on assignments. This has accustomed them to the new technology, which has also become
a popular personal device that is efficient as a computer, and yet compact and portable like a
mobile.
To ensure that you are equipped to teach this technology-savvy generation, EnglishEdge has now
made language learning possible on tablets. The same high quality content, associated with
EnglishEdge, is now also available on this popular platform. The course structure has been
enhanced to leverage the benefits of this technology. With the new course design learners get
more speaking time, can participate in video-based activities and receive instant feedback on
their performance.

But that's not all. The new technology also offers several benefits for your organization. The
tablets powered with EnglishEdge software are housed in a compact trolley or strolley. This
means no more investment in expensive real estate.
The mobile trolley can be moved around for ease of use. The battery powered tablets can carry
on for a full working day. This means no more dependency on supply of electricity. EnglishEdge
software is compatible with all Android-based tablets, which further lets you choose from a host
of devices and further cost effectiveness.





How the solution runs

The solution has a teacher tablet that controls the various students bind to its IP address through
a local network provided by the access point.


PCs

Ever since its invention, computer technology has made human tasks much simpler and easier.
The same also true of its role in the teaching/learning process. However, technology by itself
cannot enhance learning. In fact, if it is not utilized in the right manner, it can become an
impediment to the whole process. The information that is shared through this technology is
therefore of utmost importance.
EnglishEdge programmes have been designed to enhance English language learning with the
help of technology. The use of rich multimedia and graphics makes the learning experience more
engaging and exciting for the learners. Instead of one-dimensional teaching, the sessions are
highly interactive and encourage learner practice and participation. The use of accessories like
headphones and microphones, further ease this interaction with the software.


Indian k-12 market
The market size of K-12 education sector India is estimated to be 20 billion US dollars in 2012.
The formal education sector of K-12 comes under the purview of HRD ministry of Government
of India.
In India there were about 75,000 private schools as per the CLSA report of 2008.
The schooling is governed by various state boards/CBSE/ICSE/IB.Lately there has been a
preference for private schools among consumers.
The schools can be broadly divided into three categories based on their monthly fee structure :
Unaided Premium Rs 1250 and above comprise 15000 schools, Unaided standard Rs 750 to
Rs 1250 comprise 29,400 schools and aided Rs 450 to Rs 750 comprise 30,660 schools.
Low penetration of technology and multimedia content has been of the challenges faced by the
K-12 education sector.
New operating models and hybrid teaching methodology has been adopted by the private schools
to bolster the market. Private schools are moving from traditional blackboards to digital
whiteboards to increase the effectiveness of teaching.

Word of mouth and references are key influential factor for selling product in the school market
as most of the owners are in touch and seek each others input before investing into any such
products.

English Edge in schools
K-12 market segment has been of primary focus for the Liqvid managements for the last 5 years
due to the plethora of opportunities provided by this segment.
Although founded almost 16 years back and its product being used in over 100 schools in North
India, Liqvid and particularly its English based product EnglishEdge is relatively lesser known
name among educationist and school owners.
One of the areas of concern for Liqvid has been the customer service particularly to the
customers who have purchased the EnglisgEdge solution through the re-sellers and distributors.
English Edge Portable Language lab

With the EnglishEdge Portable Language Lab, change the way language learning takes place at
your school- both inside and outside classrooms. Enhance learning experience at your school
with the innovative lab that has been awarded as 'The Most Innovative Bundled Service' and
'Best Digital Content Provider', at Aegis Graham Bell Awards and School of Educators
Awards respectively.
EnglishEdge Portable Language Lab comprises a compact trolley that can house up to 40 tablets,
a Wi-Fi router and a projector. The EnglishEdge software is preloaded on the tablets. The
technology being compatible with all Android-based tablets offer a range of choices in terms of
the tablet device. The state-of-the-art tablet technology empowers your teachers and makes
classroom sessions more interesting, engaging and effective. With tablets growing as the popular
device of choice, it further increases the students' motivation to learn.

Content aligned to National Curriculum Framework for every class ( Classes 1-10)
Attractive and captivating interface & media rich look and feel
Complementary to existing teaching-learning process in school
Just requires two periods (40 minutes each approx.) per week
User friendly navigation
Helps teachers to give personalized attention to every student
Record-compare tool for correct pronunciation and intonation; visual cues for intonation &
syllable break up

The EnglishEdge portable language lab comprises
A portable trolley housing the hardware

Three charging drawers that are used to charge the students tablets
Liqvids business Model
Liqvid has been following both the business model i.e. one through direct selling through its
internal sales team and other through the re-seller model.
One of the problems of this model has been the un-even pricing by the two channels. The other
problem has been the two channels targeting the same set of customers leading to a loss of
business due to different claims and promises to the customers
Also, the customers that have bought the product from re-sellers are not aware of the Liqvid and
EnglishEdge brand name due to the poor marketing and customer service by the re-sellers which
went unmonitored by the Liqvid.
While the selling of liqvids product has mainly been through the re-sellers in North India it has
taken a toll on the brand name of the Liqvid.
Re-sellers have brought huge volumes of business to Liqvid but have been poor in their customer
service.
Off late liqvid is finding it difficult to sell its new tablet based product to the existing customers
due to lack of awareness among them.
Liqvid is also finding difficulty in getting references for new customers from the existing
customers due to the poor customer service provided by the re-sellers.
With company facing stiff competition from seasoned players like Educomp and NIIT as well as
the new entrants like Wordsworth and Clarity it has become increasingly difficult to market the
new product to the school market.

Marketing and sales strategy of Liqvid
The channels through which EnglishEdge has target the school market is direct selling and
distributors
The school market requires the sales executives to be on the field from 8A.M to 4 P.M. And the
best way to set-up a product demo is through cold calling and then meeting with the heads and
principals of the schools.
A lot of sales of the EnglishEdge product have been through relationship selling by the
individuals and professionals who have known the owners of the schools for long.

Liqvid has been trying the conventional marketing activities like promotion through events and
newspapers but that has led to limited brand reach among school owners and the actual decision
makers.
The in-house of the sales team of Liqvid comprises of 6 sales executive and they continue to
filter prospective targets.
Right, now Liqvid is re-looking at its Sales and Marketing strategy to target the school market.


What is expected from your presentation?
Divide yourself in a group of 3 or 4 and make a PPT comprising 8-10 slides covering the points
mentioned below.
What would be a better targeting strategy targeting thorough in-house sales team,
targeting through the re-sellers/collaborate with similar e-learning companies or follow a
mix both the strategies?
If both would be used as a sales channel, what would be the respective incentives and
what measures would be taken to avoid conflict?
What points of contact would work best to target the school owners and Principals?
What would be best way of direct communication with the school principals and the
owners
How to ensure Liqvid becomes a well-known and relevant brand among owners of
schools, teachers and students
Please also find a sample of proposal sent to a client for Tablet based language lab and LAN(PC
based) product for better understanding of the product offerings by Liqvid.














Tablet based
Language Lab
Proposal

Powered by 7 world class features


Proposal Submitted to
Name of school: RBM Public School



(Liqvid eLearning Services Pvt. Ltd.)


For Further Details
Contact -+91-9568596178




TABLE OF CONTENT



LIQVID (English Edge) Content Engaging and Effective ......... Error! Bookmark not defined.

Tablets The new-age multimedia workbook ...........................................................................4

LIQVID BOARD of ADVISORS ................................................................................................5

OUR OFFERING .....................................................................................................................7

Interactive multimedia content ................................................................................................8

Deliverables ........................................................................................................................... 10

Commercials .......................................................................................................................... 11











LIQVID (English Edge) Content Engaging and Effective

We follow, primarily, an activity and scenario-led approach to learning, with all grammatical
concepts, vocabulary and LSRW (Listening, Speaking, Reading and Writing) skills covered
through them. The content has been conceptualized such that it encourages the participants to
speak in English, and hence offers a complete and comprehensive language solution. The tablet
based activities helps the learner know about the pronunciation and intonation intricacies of
English Language. The pre-loaded experts voice is in neutral accent for better and clear
understanding of pronunciation and intonation.


The Methodology

English Edge follows a blended learning methodology with a good deal of focus on trainer tools
and student tools. We believe that technology, while being at the back-end, can play a big role in
providing scalable yet quality based English language learning programmes.

The teacher tools enable and empower the teacher to create a high quality class learning
experience and the student tools help students learn and practice on their own. The interactive
software and two-way communication helps the new-age multimedia workbook i.e. tablets
come alive and hence become a companion in the childs learning process. With innovative use
of cutting-edge technology we at EnglishEdge make sure that language learning is a tap away.

We focus on three major components:

Structure: Benchmarked curriculum as per target users needs
Dialogue: Especially for English communication skills two-way dialogue between students
and the teacher and amongst students themselves is extremely important. With our new
offering, each child gets 10x more speaking time
Learner Autonomy: To achieve Mastery, each student should get their own practice time
within the classroom and outside the classroom as well.

Tablets The new-age multimedia workbook further Improves and strengthens our
Methodology







Interactive software & Tablets combo as a new language learning medium

Trainer
Learner

.. Strengthens the
Dialogue factor -More
opportunities for the
learner to interact with
teacher and the software
.. Strengthens the Learner
autonomy factor -More
opportunities for the learner
to practice on their own at
their own pace to achieve
Mastery


10 times more speaking child
Participation of every child in the speaking activity
Personalized monitoring and real-time feedback
Teacher in control of the class
English learning a tap away

LIQVID BOARD of ADVISORS
Former CBSE chairman

RajanAnandan
MD, Google India

Mark Runacres
Head, British Business Group


Melanie Bowen
Senior Advisor at Lok Capital



Rob Francis
Publishing Consultant
Rajan has held several senior positions across esteemed organizations like
Dell and Microsoft. Prior to Dell and Microsoft, Rajan worked for McKinsey
& Company in USA, where he was a partner.

Mark has spent over twenty five years in the British diplomatic service. He
has spent over a decade working on Indian affairs, with eight of those years
in Delhi, most recently as Minister and Deputy British High Commissioner
until June 2006.

Melanie has over 17 years of experience as a Global Business Executive .
She has worked at various leading organizations including McKinsey. She is
Harward Law School alumni
Rob has over 45 years of work experience in the Publishing Industry. He
has held several key positions at distinguished publishing houses.







John Nance
Education Management
















John has over 40 years of work ex in the field of education. John was part
of British Council for 33 years, during which he has worked in a number of
countries.


EnglishEdge- world-class features


Interactive Software



The personalizedand real-time feedback of every child ensures that the teacher is in full
control of the class and has a tab on each childs learning process.
The pre-loaded Collins dictionary on teacher tablet leads to an enhanced learning experience for
trainer as well as the learner.
The activity software has in total 300 sessions for classes 1-10.









The new-age multimedia workbook comes alive with the
user-friendly and interactive software .The appealing UI
and engaging sessions have been conceptualized in an
innovative way that encourages every child in a class to
participate in the spoken English activity. Every child in the
learning process gets 10 timesmore speaking time in a
class.




Concept Software
A high quality and engaging content pre-loaded on teachers tablet that has in total 300 concept
sessions on grammar, vocabulary, listening and reading comprehensions for classes 1-10.
Teacher Unit




Student Tablet


Teacher Kit

A comprehensive guide to the EnglishEdge course. The three manuals Activity Software
Manual, Technical Manual and Trainer software manuals are a complete guide to the hardware
and software usage of the world class EnglishEdge tablet based course.

The kit also has a complimentary notebook and a black metal pen to assist the trainer in teaching
process.
Teacher Unit is a one-button solution to all the set up
problems faced prior to setting up a technology
enabled language class. All the teacher has to do is to
plug in the cord to the power source to start the
hassle-free class experience.
Loaded with an enterprise grade router, projector,
Samsung Note 800, UPS and speakers, the Teacher Unit
ensures a hassle-free and engaging teaching
experience.

The new-age multi-media workbook for the new-age learner.
The interactive and user-friendly device ensures that language
learning is a tap away.


Student Kit






Support

A dedicated 2-day train-the-trainerprogramme for complete guidance to the innovative and
effective EnglishEdge pedagogy. The training program ensures that the trainer has a full
cognizance of the hardware and software set-up of the course and hence makes the teacher
class-ready.
The periodic session reports help the management to keep a tab on proceeding and to plan the
future ones.
Periodic tech visits to ensure enhanced product usage experience.

The course can be accessed
from home and used for
revisiting the classroom
concepts. The rich online
content has been divided into
two parts Online course and
Assessments. The course has in
total 30 practise lessons on
grammar, vocabulary and
reading skills. The assessment
exercise has in total 5 tests for
each class.



Interactive Multimedia Content as per Indian context:

Content for classes 1 to 12
th

Focus on Speaking/recording exercises
Interactive multimedia exercises like audio recordings , paly your voice ,video-record
your response and MCQs
10 times more speaking time for every child
Covering Speaking, Listening, Reading, Writing and Vocabulary, and Grammar
100% India focused local content
Content graded as per Class levels
Group Video exercises in concept software that provide inputs on confidence building,
personality and body language
Activity software and concept software mapped to each other for comprehensive learning


10 times more Speaking practice:




Real-time; Two-way: student-teacher interaction/learning:


Record your voice and compare it to the experts voice. This voice is in
the neutral accent. The tool ensures that the students have 10 times, or
more, speaking opportunity as against any other normal English
language programme. The student registers his/her audio response to the
teachers tablet through his/her tablet.
The teacher can play the audio response of a particular student and give
a real-time feedback.

Student Tablets can connect to Teachers Tablet wirelessly,
enabling close teacher - student interaction in Real Time
during the class session. This enables Two-way
communication between teachers & students.

For Example: the teacher can monitor/view a students
response and focus on every chills






Video Recording based activities in concept software for confidence building and personality
development:





Uninterrupted classroom/Lab



Video Recording and playback enables students to reflect and learn on
their own. Students can do a whole lot of project based learning
exercises, like video shoot a conversation and comment. Ask friends
and family members to shoot their elocution and then see and learn on
their own.

Class room based activities help teachers/students to shoot, play pause
comment on personality and confidence, over and above English
communication skills.



No worry about inconsistent supply of electricity/Power
Battery Powered Tablets ensures uninterrupted sessions.

The lab can be continued without power for 4 hours with all
the devices fully charged.



Portable Language lab LAB No additional infrastructure/ space required




A one-button solution to start the language lab

A moveable Lab, No separate Infrastructure
/Spacerequired for setting up the language Lab
Lab comes to the students

Single Point for hardware and teacher tablet storage


Deliverables

HARDWARE COMPONENTS


Features Tablets
H
a
r
d
w
a
r
e

Android based Tablets
(Samsung
Galaxy/Micromax)
One button solution

Projector

Speakers

Wifi Connectivity

Protective Covers

Headphones

One charge per day

Security

C
o
n
t
e
n
t

&

P
e
d
a
g
o
g
y

Personalized monitoring

Speaking Practice

Record and register audio responses

Expert guidance

Teacher in complete control of session

Curriculum mapped content

National & International Content Tie-ups

Interactivity rich content


Real time feedback

Enabling teachers

Rich Online content for self-practise

Enhanced learning experience

S
u
p
p
o
r
t

Help Desk support

Teacher Training programme

Detailed Online tracking

Tech Visits
Monthly
Teacher Refresher Thrice in a year


Commercials-
The total investment needed for per school license INR 6 lac for a three year contract
*Note-If the school decides to buy student tablet from Liqvid ,they will have to pay an amount
of INR 5000 per tablet of Micromax funbook











Our Prestigious Clients -






Doon Public School, Mount Carmel School
Panchkula Chandigarh





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-END-
















LIQVID eLearning presents:





English Edge not only facilitates all-round language development but also prepares learners to
use English in slice-of-life situations as well as in the professional and business environment

Over 2,00,000 English Language learners learn through English Edge. LIQVID aims to reach 1
Million learners till 2014.

In the K12 space over 200 schools within India have implemented English Edge and a
substantial change has been found in learners speaking skills.

OUR METHODOLOGY



English Edge follows the unique Blended Learning concept,
which is a judicious mix of instructor-led training and
computer-based learning. This concept exposes the learner
to both real-life scenarios and situational learning using
simulation techniques. Coupled with cutting-edge technology
and multimedia, Blended Learning makes English Edge most
comprehensive.


A TOTAL SOLUTION

LIQVID offers a TOTAL SOLUTION to Schools, a package which holds 400 hours of content and over
400 activities, all focusing on functional English and Activity Based Learning. The blended learning
methodology of ILT and WBT gives an edge to students and helps develop and polish language skills.
In view of the growingneed for an English Language solution that would complement the existing school
curricula, Liqvid eLearning Services decided to undertake a Market need research on school students,
teachers and parents of school-going students. This was done to understand & gauge the specific
requirements of the target group & accordingly create a solution.

THE TOPOLOGY















THE DELVERY PROCESS














Particulars



LMS Support

Trainer Reports

Learner Reports

IT Helpdesk Support

Record & Compare Tool

Accent Reduction Tool

Dictionary

Grammar Tool

Vocabulary Tool

Training Need Analysis

Learning Effectiveness Mapping

Grammar Content in TM + Courseware

Customization to specific scenarios

Cue Cards/Flash cards

Trainer Manual

Student Courseware

Yearly Upgrades

Authorised Exam Centre University of Cambridge

Content tied up to class level

Punctuation, Spelling Guide

Teacher Tools

Lab Console Software

Automated Assessment Engine








SOME OF OUR VALUED CLIENTS











Few of our valued school leveraging the benefit of EnglishEdge content






















The
Gurukul
Sun Valley
Int, School
Saupins
School
Delhi Public
School Rohtak
Carmel
School
Gurugram
Public School
Gowtham Group of
Schools
SVIS Vidyantriksha
School
Niraj Public
School
Newton High
School
Abhyasa Resi.
Public School
Sadbhavana
World School
Senthil
School






PROPOSED COMMERCIALS


*Taxes as applicable



*The above prices are license fee valid for Three years.
*The system works best with 25-30 computers
** The above prices include tech and tele support 24*7.
*** After three years the license can be renewed.









-END-













Particulars
Pricing per license
per school (50 Seats)

Full content of English Edge Scholar which holds 400 hours of content,
Modules on English for Specific Purpose (ESP) AND Teacher AID. Curriculum
aligned to NCERT from Grade I to Grade X. Over 400 activities introduced.

300,000.00
T3 A two (2) day Training of The Teachers by Liqvids Trainer, training would
be conducted at EE School campus where EnglishEdge is implicated.
TOTAL INVESTMENT INVOLVED 300,000.00







LIQVID is derived from two root words: 'Liquidus' Latin for 'fluid' or 'flowing', and 'Vid' Sanskrit for 'to
know'. Liquid, by definition, takes the shape of the mould into which it is poured. LIQVID's philosophy is
based on this idea of personalized learninglearning that takes the shape of the learner. Our expertise
lies in the development of English language learning content. Our dedicated and experienced subject
matter experts, content developers and graphic designers work in tandem and have created over 400
hours of English learning content, which is second to none. We take pride in the exclusivity of our product
which addresses the specific needs of a range of schools, institutes, colleges, industries and corporate
companies.
www.liqvid.com





-By VivekSharma , IIM Kashipur 2011-13 batch
Sources Liqvids Website
CISF Report 2012

Disclaimer The information mentioned in the business case is on the basis of information
shared on the Liqvids website and information provided by the Liqvids management. The
author takes no responsibility for the accuracy of the information provided in the above business
case.
LIQVID HOUSE, FIII, Sec VIII, NOIDA,
INDIA