2019

B2B Assignment

Bobby Sinha
A060
1. Identify who deals with the customer. Who is the B2B marketer? What are his
responsibilities/functions on a daily basis?
A separate dedicated team is there for marketers who work from different offices across India,
which includes Hyderabad, Cochin, Pune and Delhi. The main office id Hyderabad but the other
office is just for sales team’s touch-points. The Sales and Operations teams contacts the
customers. The sales team is the first point of contact for the customer and the operations team
comes into the picture to go and implement the software for the customer. This is the team that
directly contacts the customer. The marketing team doesn’t get in touch with the customer but
helps the sales team prepare the product. Implementation, training and after-sale service is the
duty of the operations team.

2. What kind of salesperson does the company want? JD

The following are the skill sets the company looks for in its salesperson. Someone who is capable
of:

• Promoting and selling educational solutions including school management solution,

ERP, Mobile app.
• Meeting school authorities and arranging group demonstration of the solution to the
target audience.
• Involved in direct sales for individual and teams sales target.
• Communicating for the customer requirements and feedback to the development
team for future updates and upgrades required in the solution.
• Participating in the events and exhibitions to create the product awareness and for
networking purpose with the school authorities.
• Establishing reliable contacts with media for publicity and media planning.
• Responsible for generating new business revenue for the company through
negotiation over commercial needs.

3. What is likely to be the procurement purchase? Look at the purchasing behaviour – buying
behaviour and delivering to the customers.

Purchasing Behaviour:
a. Based on the data storage requirement of each institution, the company buys cloud space
in AWS, and charged the customers accordingly.
b. It choses the vendor on the quotation basis for Digital equipment requirements. Its
requirement are standardised, as a result switching vendors is not an issue.
Buying Behaviour of customer:
a. The customer needs to be first educated about the product and service provided.
b. A small demo needs to be showed for their clarity.
c. Post which, buyer either buys directly or compare with market offerings, our core
functionality is customised product.
d. After sale support is of high importance in the industry.
4. Which all companies do they deal with and their orientation?

They collaborate with mid-sized schools. Few examples are:

a. GD Goeka School
b. Adani Public School
c. Indus Valley Public School
d. Deep Memorial Public School
e. Nehru World School
The company targets the growing schools, which has potential to expand. As the result they
require proper system in place to streamline the process.

5. Is the CPO at same level as CEO/CIO?

The organisation hierarchy is as follows:

• CEO(co-founder)
• CFO(For finances and operations since he is one of the co-founders)
• Vice-President(present for all the functions)
• 4 Assistant Vice President( for four zones of the country)
• States head( Sales Hierarchy)
• Executive in operations team(Project, Product and engineering managers)

6. How does the company segment their market? Who are the customers?
Schools and colleges are the major clients.
a. Majorly geographical segmentations is done and hence region specific teams are present.
b. Based on revenue also segmentation is done to prioritise on customers.
c. Growth potential of schools are analysed to segment them.

7. Is the company critical for its vendors and how?

Vendors are present but are very few since everything is produced in-house. For lab-settings there
are certain vendors like BenQ and Promethium. There is no segmentation done for these vendors.
Since they are pretty standard vendors which work based on quotations. It is critical, as:
a. The company is growing at rapid speed, hence ensuring growth of vendors.
b. The company has good reputation in the industry, hence the vendors may get recognition by
selling products to Edunext Technologies.

8. Is there any CRO?

No, there is no CRO in the company, instead there are vice presidents for each functions.
9. Explain the purchasing process and how are the purchases categorised.
As the major portion of app development is done in house, purchase requirement are not much.
However, two of them are as below:
a. Purchase of AWS space based on customer requirements. The process is simple, the space is
bought depending upon the client’s requirement.
b. Purchase of raw materials for digital infrastructure. The process runs on standardised format.
Where, vendors are asked for quotation, and after final negotiation, the deals are closed.
Obviously, the quality of products are qualified before hand, which allows only eligible
company to take part in quotation process.

10. How are the vendors segmented?

No segmentation done. As they are pretty standard vendors which work based on quotations.
However, the quality of the offerings are checked before accepting their quotations.

11. Which kind of pricing strategy is used by company?

Different pricing strategy is followed for different products. For software products pricing is not
driven by costs since there is huge upfront investment but is driven by competitors in the market
and customer demands. Per student per month model is followed for software products. Software
revenues come regularly. Value per student is based is less for smaller schools and larger for bigger
schools.
Fixed flat amount structure of pricing is also followed. It might be collected on a monthly basis or
upfront payment might be taken for a small discount.

12. What is the kind of supplier network?

Supplier network ranges from small to mid options. Though suppliers are selected post quotation,
BenQ and Promethium are the major brands which converts the deal almost everytime.