REPORT OF SUMMER TRAINING CONDUCTED

AT
EVELYN LEARNING SYSTEM
PRIVATE LIMITED
Submitted in partial fulfillment of the requirements
for the award of the degree of

Master of Business Administration (MBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide Submitted by:

Dr. Uma Gulati Jatin Singh Rana

Professor 04619103918

Gitarattan International Business School

New Delhi - 110085

Batch 2018-20

1
 Certificate

I, Jatin Singh Rana, Enrolment No. 04619103918 certify that the Summer Training
Report entitled “Evelyn learning System” is done by me and it is an authentic work
carried out by me at “Evelyn learning System”. The matter embodied in this Report has
not been submitted earlier for the award of any degree or diploma to the best of my
knowledge and belief.

Signature of the Student

Jatin Singh Rana

Date:

Certified that the Summer Training Report entitled “Evelyn learning System” done by
Mr. Jatin Singh Rana, Enrolment No. 04619103918, is completed under my guidance.

Signature of the Guide

Date

Dr. Uma Gulati

Professor

Countersigned

Director/Summer training Coordinator

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 ACKNOWLEDGEMENT

The internship opportunity I had with Evelyn Learning System was a great chance for
learning and professional development. I am obliged to have a chance of meeting
wonderful people and professionals who led me though this internship period.

I express my deepest gratitude and special thanks to Mr Varun Raheja who in spite of
being extraordinarily busy with their duties, took time out to hear, guide and keep me on
the correct path and allowing me to carry out my project at their esteemed organization.

I would also like to express my deep sense of gratitude to Dr. Uma Gulati(Professor,
Gitarattan International Business School), my faculty mentor for her constant guidance
throughout my internship period which enabled me to complete this project.

I take this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way and will continue to work on the
improvement.

Sincerely,
Jatin Singh Rana

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 TABLE OF CONTENTS

S.No. Topic Page No.

1 Certificate (s)

2 Acknowledgement

3 List of Tables

4 List of Figures

5 Summer Training Directive

6 Executive Summary

7 Chapter-1: Profile of the Company 1-20

8 Chapter-2: Environmental Analysis 21-28

9 Chapter-3: Data Presentation & Analysis 29-56

10 Chapter-4: Summary & Conclusions 57-60

11 Bibliography 61

12 Declaration 62
 LIST OF TABLES

Table No. Title Page No.

1 Product range of the company 4
2 Present Leadership 11
3 Company Information and Details 12
4 Product Range of the Company 30
5 Grade wise employees 51
6 function wise Employees 52

LIST OF FIGURES
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Figure No. Title Page No.
1 Mission and Vision statement 4
2 Sources of revenue 8
3 Organizational Structure 9
4 Market share of the company 10
5 Market share of products of Evelyn 49
6 Pricing of the products 50
7 Promotional activities of the company 51
8 Flow chart of recruitment and selection process 53
9 Sources of recruitment 53
10 Types of output 54
11 Sources of Input 54

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 Gitarattan International Business School, New Delhi

SUMMER TRAINING DIRECTIVE FOR MBA SEMESTER-3 BATCH

2018-20

Objectives

1. Students of MBA are to constructively engage themselves in summer training as part

of curriculum at the end of their Semester II. The summer training is to be carried out in a
firm or company. The objectives of summer training are to:

(a) Work & gain knowledge of realbusiness environment&corporate

culture,

(b) Analyse application of management concepts in real business situations-

degree to which applied/not applied,

(c) Understand a business entity from management perspective in different

functional areas,

(e) Develop skills in technical report writing through data collection, data
analysis, data presentation and draw lessons cogently vis-à-vis a given firm or
company, and

(d) Enhance analytical abilities of students.

2. Students are to note that the objectives of the firm/company, where they are
deployed for summer internship, may be different or limited. But students are to
achieve above academic objectives along with job assigned by the External Supervisor.

University Scheme for Summer Training

3. As per the syllabi of MBA students of Semester II are to carry out summer training in
a firm or company for the duration of Six Weeks and to submit a report within Four Weeks
of the commencement of Third Semester. The evaluation of report has two components,
viz.

(a) External : 60 Marks; it involves external viva.

(b) Internal : 40 Marks; phase wise evaluation.

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4. Each student shall be provided an internal faculty guide. Students are required to
remain in continuous touch with his/her guide during the summer training period. Besides
internal faculty guide an external supervisor under whom the student has completed summer
training shall assess his/her work as per the prescribed Performa.

Scope of Summer Training

5. The scope of summer training shall be in accordance with the objectives as laid down
above. The detailed Chapter-wise Plan along with contents to be included is laid down in
Academic Circular 6/2014 (Revised). Students are required to adhere to this Plan.

6. Each student is required to carry out the work independently and submit the Summer
Training Report individually fulfilling the laid down objectives.

7. It is mandatory for each student to get the approval of the name of

firm/company from the Summer Training Coordinator prior to commencement of
training. Once the name of firm/company is approved, it cannot be changed.

ANY PREVIOUS WORK OR BORROWED REPORT WILL BE SUMMARILY

REJECTED AND IN ALL CASES OF REJECTION THE WORK IS TO BE
REPEATED AFRESH.

Schedule of Submissions

8. Students are required to strictly follow the schedule given below:

To be
Marks
Completed by Activity Remarks
Allotted
Date
20 -23nd May
th
Summer Training Workshop
- -
2019
Finalisation of Firm/Company’s Name
By 25th May
where the student intends doing summer - -
2019
training
Commencement of Summer Training
1st June 2019 - -
Mid-term Review: Submission of work As per Academic
Between 1st
done in first four weeks-complete 10 Circular
-5th July 2019
Chapter-1 & 2 04/2014(Revised)
By 12th August Submission of complete Draft Report to
2019 the respective guides along with 10+5 -do-
Appraisal of External Supervisor
Between 22-
Discussion with Guides and Return of
26th August -
Corrected Report
2019
Between 02nd Viva/Presentation to the Internal 10
-07th September Committee
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 2019
By 16th Submission of Final Report (One hard
September copy & CD) to the respective guides 05
2019 along with one extra Executive Summary
As notified by External presentation & Viva before the
60
the University external examiner
Total Marks 100

9. Each student is to carry a letter for External Supervisor along with Assessment
Performa and ensure dully filled Performa is returned to the Coordinator IIPC by due date.

10. Faculty Guides and company allotted to each student shall be notified separately and
be displayed on notice board.

Prof B.S. Hothi

Director

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 CHAPTER -1

Profile of the Company

1.1 ABOUT THE COMPANY

Evelyn learning systems Private limited was incorporated in 2006. It is

working as a content developer and content fixer in the field of education for

the 12 years. It does not only provide content for schools but for universities

also.

Evelyn also designs course material for working professionals and ensuring

that it is comprehensive and self-explanatory.

The company is divides into two segments. One is the ELS- Evelyn Learning

Systems, which provides American text book Solutions. Second is the EOL-

Evelyn online learning, that provides the facility of online tutoring to the

students 24 X 7 both within the domestic territory and abroad.

The major clients of the company are Chegg India and Coursehero.

1.2 Objectives of Study

1.2.1 Academic Objectives:

(a) To gain knowledge of real business environment & corporate culture,

(b) Analyze application of management concepts in real business situations-

degree to Which applied/not applied.

(c) Understand a business entity from management perspective in different

functional Areas,

(d) Develop skills in technical report writing through data collection, data

analysis, Data presentation and draw lessons cogently vis-à-vis a given

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 firm or company, and

(e) Enhance analytical abilities of student.

1.2.2 Organizational Objectives:

(a) To know about different subject domains,

(b) To know about services provided by this firm, and

(c) To enhance knowledge in content development industry.

1.3 Profile of the Firm/Company

1.3.1 Nature of the organization and its business

Evelyn is a leading educational service provider and the fastest growing brand

in the content development space in India. It specializes in developing content

for various disciplines. It then packages the content as separate modules and

under various brands to meet the needs of customers.

It provides content development services in a unique combination of subject

areas encompassing Math, Statistics, Business, Information Technology and

Engineering. This combination is rarely found in other companies and allows

for unique possibilities in courseware development. Evelyn’s experts hail from

the premier institutes in India, such as the IITs (Indian Institute of

Technology) and bring with them extensive and relevant industry experience

that adds great value to their content development skills. What’s more, a large

network of such experts ensures low cost per module. Evelyn also guarantees

almost 0% error and plagiarism in the content it develops by putting it through

specialized software, at two separate stages in the development process.

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Evelyn plans to expand vertically in its subjects domains for school and

college students and also for working professionals. Evelyn believes in

education through quality teaching, and as such develops content that is true to

this belief. A teacher is the best judge of the teaching method that will deliver

the most effective learning experience. This is the reason why Evelyn`s

content experts are teachers. These experts develop content by drawing from

their teaching experience, knowing which subject areas are more challenging

for students to understand.

1.3.2 Company’s vision & mission

Vision

To become a global leader in the “content development” and “online tutoring”

industry by providing the best and unique solution to each and every asked

question.

“Create, Engage, Inspire”

Mission

To provide unique, updated and non-plagiarized content. The mission of the

company is to help the maximum number of students and provide solution to

their problem in as much as less time. Evelyn aims at providing the student

unique and best solution to their students irrespective of the domain of the

question.

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C
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Source-Company Website

.
1.
2.
3.
4.
5.
6.
Figure No. 1: Mission and Vision statement

1.3.3 Product range of the company

Evelyn`s content stands apart. It provides content development services in a

unique combination of subject areas encompassing Math, statistics, Business,

Information Technology and Engineering.

Sr.No Particulars

Text Book Development

Text Book Solution
Test Preparation Material
E-Learning content
Content Fixing
Online Tutoring

Table -1: Product Range of the company

i) Text book development

Evelyn has capabilities to build customized textbooks as per the syllabus

prescribed by any university or institute. Majority of our clients include

universities and colleges. The textbooks are developed keeping in mind the

latest syllabus prescribed by the board and universities.

ii) Text Book Solutions

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Evelyn is specialized in providing unique solution of the textbook problems.

An Evelyn authored solution is step-by-step and fully explained. It helps the

student learn how to solve the problem rather than just providing the answer.

iii) Test-Prep material

Test is best way to analyze the knowledge acquired by the student. Evelyn’s

test-prep material comes in the form of time-managed workbooks, addressing

the need for competition as well as school-level studies of the student that

helps the students to know about the level of preparation of the particular

subject.

iv) E-Learning content

Apart from offline services in the field of education, Evelyn owns various

popular online test-prep portals for students preparing for the Engineering and

other entrance examinations. And this service is available 24*7.

v) Content fixing

Content fixing refers to the correction of the mistakes made by the publisher

or the author of the book during the printing or editing process of the

textbooks. Evelyn provides its services in the field of content fixing also. it

fixes the content of various subjects online and offline as well.

vi) Online tutoring

Evelyn provides live online lectures to the students. The lectures are provided

by the experts hired by the company and this service is available 24 X 7.

1.3.4 Size (in terms of manpower & turnover) of organization

(a) Size of Manpower

In Evelyn Learning Systems Private Limited, there is more than 250

1
permanent employees’ working in Different subjects department. In addition,

there are more than 50 interns. The interns consist of graduates and

postgraduates. Apart from these employees company hires people for weekend

also for different projects. And no. of such employees are aprrox. 35.

The minimum qualification for doing internship is either graduation or

pursuing graduation.

(b) Turnover

The turnover of the company for the financial year 2017-18 was Rs. 100

million. It was grown by 5% as compared to the last financial year. The largest

source of revenue of the company is Course hero platform for which company

provides online solution to the question asked by the college and school

students. The other source of revenue of the company is the Chegg India

Company, and it is the second largest client for Evelyn.

The Sources of revenue for the company are as follows:

(i) Online Answering

The company generates revenues by answering the questions that are posted

on the Course hero platform by the students of colleges and schools. From this

source company generates around 20% of the total revenues of the company.

(ii) Online Tutoring

The company`s another source of revenue is teaching online to the students

and clarifying their doubts through live sessions provided by the subject

experts. The company generates 25% of the total revenues from online

tutoring medium.

(iii) Fixation of the content

The third source of the company`s revenue is content fixing. It generates 15%
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of the total revenues from content fixing medium.

Content fixing is the process in which Evelyn find out the problem in the

already developed content from other sources and rectify them as per the

requirement of the client.

(iv) Content Development

One of the major sources of revenue of the company is content development.

Company generates around 30% of the total revenues through Content

development medium. It develops content for various books that are provided

by the teachers of the colleges and schools as notes to the students.

(v) Text Book Development and Test preparation material

The rest of the 10% revenues of the company is generated through the medium

of development of text books and test preparation material.

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Evelyn Learning Sources of revenue for the year ended 2017-18 are

shown in the following pie chart

Sources of revenue (%) (2017-18)

10 20
Online Answering
Online tutoring
30 Fixation of content
Content development
Text book development
15 25

Source-Company Website

Figure No. 2: Sources of revenue

1.3.5 Organization structure of the company

Evelyn Learning Systems Private ltd. follows open door policies where

anyone can approach anyone & anytime. The organization works on

departmental type of organizational structure. The organization is divided into

different departments on the basis of subjects.

The different departments of the organization includes Math department, Stats

department, Finance and Business department, Accounts department,

Chemistry department, Biology department, Physics department and the

psychology department. Apart from these subjects department, there are

management department also that comprises of Human resource department,

Accounts department and an operational department.

The hierarchy of the positions in the organization is shown below in the

following figure:

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 CEO

OPERATIONS HR MANAGER
ACCOUNTS
MANAGER
MANAGER

TEAM
LEADER

FULL TIME
EMPLOYEES

INTERNS WEEKEND
EMPLOYEES

Source-Company Website

Figure No. 3: Organizational Structure

Number of level

S - Weekend employees

I - Interns

TL - Team Leaders

M5 - Manager

CM - Content Manager

CEO - Chief Executive Officer (CEO) of the Company

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1.3.6 Market share & position of the company in the industry

Globally, the content development industry generates revenue of over US $ 70

billion and content development market in India is generating just a little bit of

it which is only US $ 15 billion and is expected to be worth US $ 25 billion by

2020.

Evelyn Learning revenue for the year ended 2017-18 is Rs. 100 million. The

company has acquired the major part of the northern region in this industry

and is expanding in different states of the country too.

Evelyn is the second largest firm in its sector. It has captured 35% of the

market share .

20Market share (%)(2017-18)

45
Chegg india (45)
Evelyn Learning (35)
Other firms (20)

35

Source-Company Website

Figure No. 4- Market share of the company

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1.3.7 Present leadership

NAME DESIGNATION
Mr. Praveen Tyagi CEO and Co-founder
Mrs. Rinki Tyagi Co-founder
Mr. Varun Raheja Content Manger
Mr. Javed Alchem Team leader
Ms. Navya HR manager
Ms. Rekha Grievance handling

Manager
Mr. Sandeep IT manager
Mr. Chandan Accounts Manager

Table 2: present Leadership

The present CEO and founder chairman of the organization is Mr. Praveen

Tyagi. He is a qualified engineer from IIT Roorkee. Before starting the

organization he was associated with many companies such as HCL, Oracle

etc.

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1.3.8 Company Information

Particulars Description

Name Evelyn Learning Systems Pvt. Ltd.

Address office No. 382, Above Chayoos, 2nd

Floor, 100ft road, Ghitorni, 110030

Contact No. +91 11410 29299

Email Address info@evelynlearning.com

Website Evelynlearning.com

Type Private Limited

Industry Educational/ content development

Table 3: Company information and contact Details

1.4Organizational Culture

In Evelyn the work done by the people working at the solver level of the

hierarchy is checked by the people working at the senior level of the

Company. So it can be said that considerable amount of trust in people persists

in the company.

In Evelyn the culture of the organization is Task oriented. People working

here are highly willing to work in the teams as well as the Individuals. People

working at Evelyn are set free to give their respective suggestions that can

help to improve the productivity of the company.

At Evelyn there is very moderate level of delegation and decentralization.

Each individual has a clear knowledge about what work has to be done by him

and in which manner.

1.4.1 Task Achievement Orientation

There is fixed standard for every task to be achieved by each and every
1
employee of the organization. These standards are equal irrespective of the

designation of the employees in the organization. The work that is assigned

gets completed by the employees on the time. There is set target for each day

for every employee of different departments.

(a) Availability and adherence to benchmarks

There are set standards and benchmarks for developing the content by Subject

Matter Experts. And every Subject Matter expert has to adhere it irrespective

of the circumstances and if these standards are not followed the work done by

the Subject Matter expert is rejected and rework has to be done.

The standards set include the following:

1. The volume of plagrism should not exceed more than 5-7(%) in case of

content developed that includes the terms and data which is standardized

according to the subject. For example – if in accounts subjects the term

accounts payables is used then it is acceptable to use the similar words

irrespective of the fact it has been detected as plagized by the software.

2. There should be rephrasing and reformation of each and every sentence for

which information has been collected through any website.

3. Use of similar words in a single line more than twice is not acceptable.

The content developed keeping in mind all the above standards are approved

for uploading on the platforms of the clients or for publishing.

(b) Consistency in the output (Physical Turnover)

The per day output of all the employees are met well in time by them. The

daily targets of the output to be delivered by the employees are set in advance

and every employee has the obligation to meet it on daily basis. For Example-

The no. of questions to be solved on daily basis is fixed and every employee
1
must solve that particular no. of questions before the end of the shift.

(c) Orientation towards team formation

Evelyn Learning put a priority on making time for and being available to every

team. They work to establish consistent and recurring meetings when a project

or aspect of the business requires attention. The simple fact that there is a set

time to report on progress is often the catalyst that moves an initiative along to

a successful end. Effective implementation of company strategies depends on

mangers having involvement and flexibility to make decisions.

For each and every subject department there is specific team of subject experts

that are well qualified to meet the standards of the content development

requirements. There is team of 15-20 members in each subject department that

works on rotational basis to comprise a team of 7-8 members in different shifts.

Each Team has a team leader who directs and lead the team for accomplishing

the task of the company.

1.4.2. People Orientation

"Our People are the Most Important Assets."

Evelyn Learning believes that a motivated workforce defines the growth

potential of an organization and we recognize and reward work inputs of

personnel by way of promotions, bonuses/incentives, awards and by various

other means. All the employees follow rule and regulations laid down by the

Top Management. Management and senior leadership publicly laud important

deal in presence of the team members to motivate them and also through the

congratulatory official mails. The company also conducts various events,

seminars and conferences for the employees to keep them updated. The

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company celebrates each festival with zeal and passion. It conducts various

health camps like blood donation, Eye Care, Skin Care and Dental Care etc.

(a) Trust in people

At Evelyn Learning, the work done by the people working at the lower level of

the hierarchy is checked by the people working at the higher level of the

company. So it can be said that considerable amount of trust in people persists

in the company.

(b) Willingness to suggest and improve

People working at Evelyn Learning are set free to give their respective

suggestions that can help to improve the productivity of the company.

(c) Level of delegation and decentralization

Delegation means the passing of authority by one person who is at a superior

position to someone else who is subordinate to him. It is the downward

assignment of Authority, whereby the manager allocates work among

subordinates.

On the other hand, Decentralization refers to the dispersal of powers by the top

level Management to the other level management. It is the systematic transfer of

powers and responsibility, throughout the corporate ladder. It elucidates how the

power to take decisions is distributed in the organizational hierarchy.

At Evelyn Learning there is very low level of delegation and decentralization.

Each individual has a clear knowledge about what work has to be done by him

and in which manner.

(d) Welfare Measures

At Evelyn various activities are conducted for motivating the employee

Employees. Yoga session was conducted on the occasion of the international

yoga Day. For ensuring the safety of female staff, 7am to 7pm policy is

followed. In this policy no female staff is not allowed to work before 7 am and

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after 7 pm. Anti-harassment department ensures the safety of the employees.

(e) Participation in Decision Making

Evelyn Learning provides equal opportunity to all the employees irrespective

of the position to give their views and suggestions which are of their concern.

Thus it can be said that there is significant level of involvement of employees

in decision making process in most of the situations except the strategic

decisions.

1.4.3. Team Orientation

(a) Assignment of Work

As an individual and as a team, work is assigned in both the ways and the

employees perform it with all their efficiency and hard work. Projects are also

assigned to the Employees under the supervision of the employee working on

the higher position.

(b) Role Clarity

Each individual has a clear knowledge about what work has to be done by

whom and in which manner.

(c) Reasons for major conflicts within the organization

There are no such issues regarding the conflicts within the organization but

sometimes minor conflicts occurs between the developer and reviewer of the

content. It happens because reviewer rejects the work of the SME and instruct

him to rework but according to the SME the work done is optimum and cannot

be changed or modified and thus conflicts arises.

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1.4.4 System/Rule orientation

(a) Availability of SOP (Standard Operating procedures)

There is a standard procedure for doing every task in the organization. These

procedures are listed below:

1. The procedure for recruitment and hiring of the employees are segregated

into three steps as follows

i) Advertisement of vacancy on job portals such as Naukri.com, Linkedin etc.

ii) Calling of the shortlisted candidates for the selection process.

iii) Negotiating the salary package and familiarizing with the environment and

rules and regulations of the organization.

iv) Finalizing and hiring the candidate either as intern or full time employees.

2. Procedure for developing the content

There is set procedure for developing the content by the organization and this

procedure cannot be altered in any circumstances. The procedure includes

majorly three steps

i) Developing the content

ii) Review of the content by the team leader or the delegated person.

iii) Proofreading of the content before finalization.

3. Procedure for settling the problems and grievances

The procedure is simple and involves making a written application and

submits it to the team leader. After this the application is submitted it is

scrutinized and problem is investigated at department level and in case it is not

solved then the application is forwarded to the senior authorities who take the

necessary actions to resolve the problem.

Many times informal meetings are also held by the HOD to cater to the needs

of the employees working in the organization.

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4. In finance department the employees has to work as per the generally

accepted accounting principles. In hr department there are set procedures that

has to be followed..

(b) Emphasis of adherence to the written rules

The finance department has to follow the written rules as per the accounting

standards. The HR department has to work as per the recruitment procedures

and there is proper implementation of all the governmental rules applicable for

the employment. The subject departments also follow the rules which are

required to develop the content and work accordingly so that the work done

might not get rejected.

1.4.5 Competition Orientation

(a) Acceptability of change, risk and experimentation

To compete in the market from the similar organization in the industry Evelyn

always keeps the approach of changing with the environment and according to

the need of the industry. Apart from it Evelyn believes in taking challenges

and risk to grow immensely. For this purpose the company has uplifted the

target of the employees to a great extent to compete with the competitors

effectively and challenged itself many a times to become the no. one in the

industry.

(b) Rewards and Recognition

(a) Champs- It is a card that anyone can give anyone as a token of appreciation

for bringing out the change or working well. It generally given by the person

who is working at higher level to the person working at the lower level of the

hierarchy.
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(b) Department of the quarter- it is given to the department who achieves all

the goals and is usually done for the period of three months.

(c) Employees are encouraged by getting foreign tours as a reward of their

good performance and incentives are also given to them.

(c) Focus on result orientation and not on the process

There is a huge focus on the process for bringing out the result. Weather it is

finance department or the human resource department or the subject

department.

1.4.6. Openness Orientation

(a) Open communication system

There persists an open communication system at Evelyn learning at vertical as

well as at the horizontal level. At vertical level the authorities and the

subordinates are free to express their suggestions and problems to their

seniors. And similar pattern is followed at horizontal level also.

(b) Ease of availability of organizational policy

Various policies are made with the objective of the employee’s as well as

organization’s welfare that includes medical policies, provident fund related

Employment State Insurance policies etc. These policies are summarized by

the hr department and then mailed to the employees on their joining.

(c) Information sharing

All the general and needed information’s are provided by the hr department to

the Employees, whereas the confidential information is kept confidential.

(d) Conduct of periodic meetings & sharing of minutes

Periodic meetings are conducted with the purpose of discussion regarding

various Concerns and issues.

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(e) Open door policy for interaction

At Evelyn there is an Open door policy for interaction anyone can interact with

the other on the casual basis.

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 Chapter-2

Environmental Analysis

2.1 Internal Environment Analysis of the company

(a) Strengths of the organization

(i) Second largest firm in the northern region in the educational industry:

Evelyn learning Systems private limited is the second largest firm in the

northern region and covers 25% market share of the content development

industry in the northern region of the country.

(ii) The content provided by the Evelyn is 98% correct: The content

provided is very reliable and error free. In addition the three step verification

and development of content makes the knowledge unique and updated for the

students.

(iii) Its content has 2% error: The chances of mistakes whether grammatical

or conceptually is very less or there is hardly any chance of having wrong

information in the content developed by Evelyn Learning Systems.

(iv) 99% plagiarism free content and answers: The content provided by the

company is unique and do not resembles to textbooks or website content.

(v) Strong review and proofread standards for the developed content: The

content developed by the experts goes through a three step verification process

before it gets available online or offline.

(vi) Qualified workforce: The experts developing the content are specialized

in a particular subject and non of the experts are below the graduation level of

education. The minimum criteria for becoming the experts of high quality is

post graduation in the particular subject.

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(vii) Open communication and decentralized management: Evelyn has a

very stong management system in terms of support to the employees. There is

open communication system which makes the working environment very

cheerful and safe for doing work.

(viii) Less time consuming decision power: As there is no complex and long

management system, the time taken for taking any decision is very less. This

helps the organization to grab the market opportunity at a faster rate as

compared to the competitor of the company.

(b) Weakness of the organization:

(i) Less number of branches: The branches of the organization are limited.

There are only two offices of the organization, which hinders the expansion of

the organization.

(ii) No development of content for Indian students and professionals: The

major drawback of the organization is that it do not develop any content for

the Indian students.

(iii) Located in non-commercialized area: The location of the company

office is not a industrial place. It makes the organization unpopular and

unknown to a large no. of population of the region.

(iv) Lack of funds due to less no. of partners: The investment in the

company is very limited as there is no involvement of public funds in the

organization. It is privately owned organization.

(v) No advertisement of the organization is done hence it is unpopular in

the market: There is advertisement of the organization or the service range

of the company and it makes the company unpopular in the market.

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2.1.2Market Share

(a) Value wise market share captured by Evelyn

The total value of content development market in India is of Rs. 300 million

among which Evelyn has captured the market Rs. 105 million.

(b) Volume wise market share captured by Evelyn

Among the 100% market share of the industry in the northern region of the

industry Evelyn is successful in becoming the second largest company in the

industry by capturing 35% of the total market share of the industry in north

India.

2.1.3 Market Leadership

(a) USP of the company/ best practices followed in the company

i) Product

The USP of the company is that it provides unique and unplagarized content to

the students. The solutions are short and precise containing every possible

important information. The solutions are self-explanatory.

In case if a student is unsatisfied with the provided answer, the online tutors

will provide next answer for free.

The mistakes in the content of other companies in this sector are also get

rectified by Evelyn Learning Systems Private limited.

ii) Price

In case of the prices the USP of the company includes flexibility in negotiating

the prices of the output which makes neither of the party at loss. The company

as well as the client is satisfied with the pricing of the company. The prices are

set on the cost plus profit basis and the profit percentage varies from 5-7 %

that makes it attractive for the clients to deal with Evelyn.

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2.1.4 Marketing Strategy

The strategy of the company to market its services in the field of content

development adopts the mechanism of social media marketing and email

marketing.

It uses different platforms under social media marketing such as the facebook,

Instagram and the Twitter.

2.1.5 Cost of Capital

The company has advantage in this point and is a strength for the company

because the funds employed in the company is purely the owners funds and

the borrowed funds and due to this reason company is not incurring any cost

for the capital that is to paid to the outsiders of the company. The owned funds

provide benefits of less cost of capital to the company.

2.1.6 Systems and processes Deployed

Every department has its own process which can be skipped or added as per

the circumstances. But there are certain standard applicable for the content

development departments of different subjects. The process involves

Developing the content, reviewing the content and finally Proofreading the

content.

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2.2 External Environment Analysis of the Firm/Company

2.2.1 Political Factor

(a) Regulatory provisions for Evelyn

Evelyn is bound to follow the rules that are applicable in context of content

development industry in the country. The regulatory provisions applicable on

Evelyn includes the following

i) Provisions in respect of development of content

1. The content developed should not be misleading for the readers.

2. It should be the original creation.

3. Use of standard terminologies is allowed in each specialized field.

4. The content developed must not be copied one. That is it should be

plagarism free to the extent possible.

ii) Applicability of IT act

As Evelyn is an online service provider that uses the technology to deliver its

content to the clients it is governed by the IT act of the all countries

(b) Tax Structure

As Evelyn is a private limited company it falls under the income tax

provisions of the country. Being a company form of organization it is obliged

to pay tax over its net income calculated as per the provisions of income tax

act. It is required to pay tax at a flat rate of 30% of the income generated in a

particular financial year.

(c) Impact of regional and international trade blocks

The company has not much impact of the international and regional trade

blocks as it is operating at a very low level and there is no significant impact

of the company in the trade of the country.

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2.2.2 Economic factors

The economic factors of the country such as the monetary and fiscal policy do

not affect the Evelyn to a very great extent. There is little impact on the

performance of the company because of the changes in the monetary or fiscal

policy because it is operating at a low level.

2.2.3. Impact of Social Factor

The company helps the society to a great extent. It has support of the society

as it provides education for the welfare of the society. Any of the factors of the

society such as the demographic changes or the lifestyle hardly impact the

Evelyn because its work is to develop the content and deliver it to the client.

Instead the social factors are boon for the company because education rate and

the population is increasing which is a positive sign for the company.

2.2.4 Impact of Technological Factor

The company is highly dependent on the technology. All the work is done

with the help of information and technology. As this organization is an online

content developer, the world of technology greatly affects the company. The

origin of new technology and implementation as soon as possible is a difficult

task for the company because it incurs huge expenses to alter the technology.

In addition the company just requires a fast connectivity medium only because

it mainly uses the Google and the client website itself to deliver the output. So

any kind of changes in connectivity such as 3G to 4G affects the company and

not any other kind of changes in the technology affects it.

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2.2.5 Impact of Environmental Factors

The organization does not harm the environment in any manner and is located

in a clean environment and thus it is not affected by any of the environmental

factors.

2.2.6 Legal Factors

(a) General and specific law for the sector

Evelyn learning is private limited company and is governed by almost all the

acts applicable for private limited company. The various laws that are

applicable for the company are mentioned as follows

1. The companies act 2013: The Company is governed by the Companies Act

2013. This act governs the registration and working of the company. Apart

from it governs the documentation and remuneration policies of the company.

The audit and meetings of the company (GM and AGM) are held in

accordance with provisions of the Companies Act 2013.

2. The Negotiable Instruments Act: For doing business transactions on credit it

is governed by the provisions of Negotiable Instruments Act.

3. The Bonus Act: As the no. of employees are above the specified limit as

mentioned in Bonus Act, it is governed by the Bonus Act to pay bonus to the

employees.

4. The provident fund and Gratuity Act: The company is obliged to pay

Gratuity and deduct PF of the employees as per the rules of the Act.

(b) Special provisions in international business for the Evelyn

There are no specific laws at international level that govern the Evelyn. Most

of the laws and rules regarding the development of the content are similar to

the domestic company laws. They also require the content to original and non

- misleading for the readers.

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2.3 Deviations in practices followed by the company

Evelyn Learning has few deviations in practice which are given below –

(a) It does not focus upon providing extra benefits and perks to its employees to keep

them happy and satisfied as specified in the management books.

(b) The procedures are not clear due to which the activities to be performed get

unnecessarily delayed.

(c) Targets are decided by top management which are usually very high and are

shared with middle level management which creates stress and burden on middle and

lower level to perform well.

(d) It has high attrition sales force rate but still the company does not pay attention

upon the same to retain its sales force.

(e) No stress management activities are performed within the organisation to make

employees feel stress free.

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 Chapter – 3

Data Presentation & Analysis

Data Collection

In this chapter the data is collected on the key functional areas of the company that are

Human Resource, Operations, IT, IB. All this information has been collected with the

help of our mentor and by studying internal environment of the company and with the

help of employees.

Sources of data collection

This data has been collected from various sources. All these sources can be divided into

two parts. These are mentioned as follows

(a) Primary sources: The primary source for the data collection were our company Head

Mr. Praveen Tyagi and with the help of different departments’ managers such as Mr.

Varun raheja, Ms Navya Mahajan, team leader Mr. javed Alchem and also through the

help of whole organizations` employees as well as through my own observation.

(b) Secondary resources: the secondary sources of data that is collected are many but

the major is the company website i.e., http://evelynlearning.com, and the company

brochures, newsletters, company presentations.

3.1 Functional Areas Data Collections

3.1.1 Marketing

Marketing is the strategy that firms implement to satisfy customer’s needs, increase sales,

maximize profit and beat the competition.

The marketing process of the organization starts with doing research of the market and

analyzing the requirement of content developing firms in the market. The report of the

research is the base for deciding the areas to be targeted and the amount to be expended

on marketing. As the company do not have direct and significant interactions with the

direct customers, there is no specific marketing department in the organization. The little

amount of marketing is done using digital platform such as social media marketing that

involves facebook, Instagram and Twitter. And some of the marketing is done using e-

mail marketing.

(a) Product range of the company

Evelyn`s content stands apart. It provides content development services in a unique

combination of subject areas encompassing Math, statistics, Business, Information

Technology and Engineering.

Sr.No Particulars

.
1. Text Book Development
2. Text Book Solution
3. Test Preparation Material
4. E-Learning content
5. Content Fixing
6. Online Tutoring

Table No. 4: Product Range of the company

i) Text book development

Evelyn has capabilities to build customized textbooks as per the syllabus prescribed by

any university or institute. Majority of our clients include universities and colleges. The

textbooks are developed keeping in mind the latest syllabus prescribed by the board and

universities.

ii) Text Book Solutions

Evelyn is specialized in providing unique solution of the textbook problems. An Evelyn

authored solution is step-by-step and fully explained. It helps the student learn how to

solve the problem rather than just providing the answer.

iii) Test-Prep material

Test is best way to analyze the knowledge acquired by the student. Evelyn’s test-prep

material comes in the form of time-managed workbooks, addressing the need for

competition as well as school-level studies of the student that helps the students to know

about the level of preparation of the particular subject.

iv) E-Learning content

Apart from offline services in the field of education, Evelyn owns various popular online

test-prep portals for students preparing for the Engineering and other entrance

examinations. And this service is available 24*7.

v) Content fixing

Content fixing refers to the correction of the mistakes made by the publisher or the author

of the book during the printing or editing process of the textbooks. Evelyn provides its

services in the field of content fixing also. It fixes the content of various subjects online

and offline as well.

vi) Online tutoring

Evelyn provides live online lectures to the students. The lectures are provided by the

experts hired by the company and this service is available 24 X 7.

(b) Market Share of Different products

i) Text book development

The market share of the text book development comprises of 20% of the total content

development product range.

ii) Text Book Solutions

The text book solution forms a little part of the total market share and covers only 5% of the

market share of the total product range of the company.

iii) Test-Prep material

Test preparation material is second largest product of the content development industry and

captures the 25% of the market share of the total product range of the content development

industry.

iv) E-Learning content

In the world of technology the E learning content is in highest range of the demand of the

product of the content development industry. It captures the highest range of the market share

and which is 35% of the total market share of the companies` product range.

v) Content fixing

Content fixing captures the 5% of the total market share in the content development industry.

vi) Online tutoring

The concept of online tutoring is also gaining importance is increasing at a very rapid rate and

captures the 10% of the total market share of the company`s product range.

(c) Product/service development process deployed by the industry

Product Development Process of Evelyn is very Smooth and effective. By following various

Steps, they are able to provide good services as per needs and requirements of the consumer.

They mainly focus on what customer is demanding in today`s scenario. In essence, this

customer-producer interaction during the product development process may be related to the

broader concept of customer orientation.

As company deals in services such as test preparation material, text book development

etc. the planning process for each service differs from time to time. As test preparation

material is required at specific time period when there is mid - term test or half yearly

examinations, the planning process is different from other services and likewise the

planning process is different and varies from service to service.

Broadly the following sub processes are involved before getting the final output of the Evelyn

1. The development of content across various product ranges of the company by the Subject

Matter Experts (SME).

2. The review of the content which includes conceptual checking of the content and grammatical

errors are found.

3. Proofreading of the content for double check of the content and checking the copied content so

as to make the content original one.

4. Delivery of the final product, if all the above steps are cleared.

(d) Segmentation
The company does not do segmentation of the market because it works on contract basis and

receives the contract from the client and deliver it to the client on time. It specializes in all types

of content development services and hence all the population and markets are covered by the

company through the requirements of the clients.

(e) Pricing Methods and strategies

The method employed by the company for pricing the varied range of products of the company is

the Cost plus Profit Method. The pricing methods and rates of the various services and products

of the company are given in detail as follows

Pricing policies- Different services have different pricing policies

The pricing policy of the company differs from service to service. The company usually

prices its services on hourly basis rates. There are different prices varying from 200/hour

to 700/hour. The services are sometimes priced as per the per questions solved basis.

Different pricing policies are discussed as follows

i) Text book development: The text books development service is priced on the basis of

number of books to be developed. The prices are set on per book basis. In addition the

prices are affected by the subjects of the books to be developed and the content to be

included in the books. Highly technical books such as Physics or biology are priced

higher as compared to books of general English. Mainly the prices of books development

are priced ranging from 450 per book to 600 per book.

ii) Text Book Solutions: The solution text books are relatively priced at similar prices

as the text books are developed. There prices are also ranges from 250 per book to 500

per book. Also the pricing is affected by the deadlines provided by the clients. If the
deadline of fulfilling the services is too short then the prices are charged at high rates and

vice-versa.

iii) Test-Prep material: Test preparation material is priced on per question creation

basis. The rates of the questions vary from 10 per question to 15 per question as per the

difficulty level of the questions to be created. Again the rates varies from subject to

subject basis.

iv) e-Learning content: E-learning Content is provided on hourly basis as well as on

the basis of live sessions to be provided. As the company provides the students the

opportunity to choose for availing the service of e-learning as live lessons or just

uploading the content on the client portal, the charges are different for both the options.

The uploading of the content on the client portal are charged for 300-400 per hour but the

live lessons tutoring depends on the charges of the tutor. The live lessons prices are

negotiated on real time basis from the learner on the spot and a portion of the price

charged by the expert are retained by the company as a profit and rest is paid to the tutor.

The profit percentage varies from 2-3% . The base prices for such live lessons are 300 per

hour.

v) Content fixing: Content Fixing involves correction of the content which was

developed by any other company in the industry. For example Company A has developed

certain content and have some conceptual or grammatical errors, these errors correction

service is provided by Evelyn Learning system which is known as content fixing service.

this service is relatively priced cheaply as compared to other services of the company.

This service is charged on per book basis. The cost fixing the content in one book is 100-

150 per book.

 vi) Online tutoring: Online tutoring business of the company is divided into

segments. The first segments includes upload of content on the portals of the clients and

the second segment involves providing live lessons to the students by the experts hired by

the company. The pricing of the segments differ on the basis of time spent and the

complexity of the content. The first segment is priced at 300 per hour and the second

segment is priced at the option of the experts providing the service. The base price set for

the second segment is 250 per hour and any rate above this is at the discretion of the

expert giving live lessons.

(f) Distrubuition

The distribution of the services and products of the company is done using the online platforms

such as the email and the client portals. There is physical movement of input products only and

no output is physically distributed. The output produced is delivered using the technology.

(g) Brand Management

The company does not employ any kind of advertisement programs for branding the product of

the company. To establish the brand within the content development sector company delivers the

output within the specified time limit keeping in mind the requirement of the client, which acts

as the brand creation and establishment effort by the company.

3.1.2. Human Resource Management

(a) Size and structure of human capital

(i) Total Number of Employees

There are 345 employees working at Evelyn Learning Gurugram office in various departments

such as Human resource, IT, Accounts and different subject wise departments.

(ii) Manpower wastage rate

Manpower wastage rate of Evelyn Learning is low because there is a mentor who is always

having a check over the employee that whether he is working properly or not. The needs and

requirements of the manpower are met well in time so as keep the productivity high and wastage

at minimum level.

(iii) Recruitment and selection process

Recruitment

(a) Internal Source of Recruitment-

(i) Employee Referral is followed to recruit a person through in house resources.

(ii) If a candidate is selected under the company referral policy then the employee who

referred the candidate will be eligible for an incentive.

(b) External Source of Recruitment-

(i) Various job portals are assigned to recruit a candidate through external sources.

(ii) the most common job portal includes Naukri.com where the HR can short list the

various job profiles of the candidate and proceed further with the telephonic line up for

the interview.

Selection process

The selection process of Evelyn Learning Systems includes following rounds:

Round 1: The round one of the selection process consists of screening process by the

company officials. In this process the body language and communication skills of the

candidate is evaluated. The resume of the candidate is seen and accordingly the candidate

is selected for the second round.

Round 2: Second round of the selection process is a written test. In the second round, the

candidate is evaluated on the basis of the conceptual knowledge about the subject for

which the candidate has applied. Along with it, a written test of general English is also

taken to evaluate the writing skills and to check the sentence formation skills of the

candidate. If the candidate scores minimum required marks in the test he/she is selected

for the final round of the selection.

Round 3: The third round or the final round is personal interview round. This selection

round is also divided into two parts. The first part of the personal interview involves

interview with the existing team leaders of the particular subjects, which is taken to check

the conceptual knowledge for the second time and to evaluate the confidence level of the

candidate. The second round is taken with the HR officials for negotiating the terms and

conditions of the employment if the candidate gets selected in the first part of the final

round.

If the candidate passes all the rounds of the selection process the documentation process

required for employment is completed and the candidate is hired as the employee of the

company.

(b) Training System

(i)Training Need Analysis

Training Need Analysis (TNA) is the process of identifying the gap between existing skills and

knowledge and the required skills and knowledge at practical level in context of the

organizational work. Training needs analysis is the first stage in the training process and involves

a procedure to determine whether training will indeed address the problem which has been

identified. Training can be described as “the acquisition of skills, concepts or attitudes that result

in improved performance within the job environment”. Training needs analysis looks at each

aspect of an operational domain so that the initial skills, concepts and attitudes of the human

elements of a system can be effectively identified and appropriate training can be specified.

Training needs analysis is most often used as part of the system development process. Due to the

close tie between the design of the system and the training required, in most cases it runs

alongside the development to capture the training requirements.

(ii) Types of training programs

Evelyn learning follows On the Job training methods to make the employees suitable for

working as per the requirement of the company.

(a) Induction Process

When a new employee enters in the company he/she is given proper introduction about the

company, its working culture, team structure and its employees by the Team leader and the HR

personnel. They are introduced to their department manager who give brief about the work going

on or what they have to do.

(b)Training at the job

At Evelyn, selected employees are given training from their team leader for 3-4 days. Team

leader trains the employees by giving each and every small detail about the work they have to do
and current status of the work. They are told about their monthly targets and the ways to achieve

their targets.

(c) Career Development

(i) Promotion and Succession

At Evelyn, Career development of employees is priority. Promotions are given on the basis

of performance which is evaluated monthly / quarterly / annual basis. If the employee

scores a rating of 5 then, he / she will be given promotion and if employee has low rating

then such benefits cannot be given to such employees.

(ii) Job enrichment, Job Enlargement and job rotation

The other way of career development of employees, apart from promotion and succession

is Job enrichment and enlargement. Under this, Evelyn increases the job roles and

responsibilities at horizontal and vertical level so that the employee may get ready for the

high positions. Apart from this, Evelyn also undertakes Job rotation, where employees are

given exposure to different functions and responsibilities so that they should learn new

roles and may not stick to one role.

(iii) Coaching, Mentoring, Counselling

Evelyn also believes that career development is incomplete without coaching, Mentoring

and counselling to their employees. Therefore, it provides good learning environment to its

employees so that they healthy relations among employer and employee takes place. The

other reason of this is to retain the employees over a long run.

(d) Performance Appraisal and Recognition System

(i) Monitoring. Feedback & control mechanism deployed and Appraisal Techniques

applied

At Evelyn 360 degree technique is applied for performance appraisal which itself is

related to Monitoring and Feedback and when it comes to the control mechanism

deployed, all the controls are with the top level management.

In a 360 degree appraisal, a staff member's work for a specific period of time, often a

year is discussed and critiqued by other employees. The 360 degree process is different,

in that it obtains feedback from co-workers and subordinates, instead of just from the

direct sources.

(ii) Awards & recognitions system

At Evelyn the awards and recognitions are provided from time to time in order to

motivate the employees and work better like Super glue reward is for retention, Champs-

It is a card that anyone can give anyone as a token of appreciation for bringing out the

change or working well. It is generally given by the person who is working at the higher

level to the person working at the lower level of the hierarchy. Employee of the quarter-

it is given to the employee who achieves all the goals and is usually done for the period

of three months, Customer mania-available at the stores and if the customer is happy with

the employee he can give it to that employee.

 (d) Compensation Management

(i) Compensation Package- It is decided through minimum wages act and payment of

bonus act. The Take home pay of a newly employed person is Rs. 18000 and yearly

increments are given based on the performance of the employee.

(ii) Extra benefits-

a. The benefit of ESIC is given to those employees who have their Monthly gross salary

below 21000/-.

b. Gratuity is provided to those employees who have completed 5 years or above in an

organization.

The formula of calculating gratuity is-

Gratuity = Number of years completed * Basic amount/ Number of Working days *

salary of the Month.

(f) Facilities and Employee welfare

(i) Facilities provided

a. Cafeteria

b. Free pantry for beverages

c. Parking space is fixed and allotted

d. Medical room

(ii) Ergonomics Environment

a. Comfortable working space is provided for each individual.

b. Meeting rooms are there to discuss personal information and conduct interview.
c. Adequate temperature can be adjusted according to the weather conditions and

employees comfort level.

d. Adequate lighting is there to work comfortably.

e. Proper employee engagement activities are there which are there to divert the stress of

workload.

(g) Statutory Support System.

a. Maternity Leave- It is provided as per Maternity Benefit Act 1961, on written request

from the employees with reporting manager approval & supported by medical certificate.

b. Casual Leave- Seven days of Casual Leave are provided in a Leave Year for employees

in all grades.

c. Sick Leave- Seven days of Sick Leave are provided in a Leave Year For employees in

all grades.

(h) Discipline and Grievance handling System

(i) System of handling defaulters, delinquency and disputes.

a. There is a dispute or grievance handling team in the HR department that looks after all

the complaints depending upon the type of case, that has arrived.

b. If the case is found to be false, strict actions are taken towards the defaulter for the

sake of filing a false case against his/her colleague and wasting the time of grievance

handling team.

c. The defaulter might be even asked to submit the resignation clearance form and leave

the job.
(ii) Grievance Handling Mechanism

To handle any type of grievance related to working environment or related to the

infrastructure of the company, there are separate department personal. The grievances

related to the working environment and related to co-employees have to pass through a

defined manner for addressing the issue. Every complaint has to be given using an email

and a written application. The email and the written application is firstly given to the

team leader an then goes to the HR department or the concerned department.

(iii) Special provisions for women safety

To safeguard the women employees Evelyn follows 7 to 7 policy. This policy has the

provisions that no female employee is required to report before 7 am in the morning and

also there is no need that female employees stay after 7 pm in the office. This policy is

created for the safety of the female staff of the organization. Special provisions for the

female staff for ding work from home are available in the company.

Any incident of physical or mental harassment to the female employees results in

resignation from the employment.

3.1.3 Operations

(a) Operational Systems and Processes

i) Output of the company:

Evelyn learning system is the second largest company in the content development sector

in the north India region. It has acquired almost 35 of the market share after Chegg India
pvt. Ltd.. The company has provisions for all the latest demand of services in the digital

education sector of the country.

When it comes to offices providing the services, Evelyn has two offices in Delhi region

that provides all the services required by the clients of the company. Evelyn has the

ability to provide all the services of education sector, which are mentioned in the product

range segment of the report. In terms of monetary form the output of the Evelyn for the

last financial year was Rs. 100 millions.

ii) Types of outputs

The output of the company is in the form of services of the digital form of educational

requirements. The various output of the organization comprises of the following services:

a. Text Book development.

b. Text book Solution.

c. Content fixing.

d. E-learning Content.

e. Online Tutoring services.

iii) Operational Processes Sub Processes

The generation of the output is the outcome of three step activities which are performed

by the coordination of the different departments of the organization. The generation of

the output, that is educational services involves the following activities:

a. Creation of the content.

b. Review of the content.

c. Correction and change implementation in the content.

d. Proofreading of the content.

e. Plagiarism check of the content.

f. removal of the copied content; Improvisation of the content by the experts` innovation

and creativity.

g. Uploading the content on the client portal.

These are the all activities which forms the processes and sub processes of the content

development process.

(b) Input Management

At Evelyn the inputs are the creativity and the innovation of the experts who are involved

in the development of the content. The workforce of the Evelyn is the main input for

developing the content because it is human being who is developing the content.

The second major input is the technology as Evelyn is the online service provider and

works specifically using digital medium only. There is no involvement of physical

distribution of the service by the organization.

The third kind of inputs for the company involves the queries and the questions uploaded

by the students on different client portals of the company.

(i) The various sources of inputs for the company are as follows

1. Online queries posted by the students.

2. topics received from client for developing the content in various subjects.

3. Books and content received in physical and digital form to fix the content.

(c) Output management

The company does not employ any special processes for managing the output of the

company because the output of the company in the form of services is delivered online to

the client as and when required.

(d) Quality

Evelyn focuses on the quality of the content to a great extent. As the consumer of the

output services are the young generation and company is dealing in the education sector,

maintainenece of the quality is kept in mind while delivering each and every service. To

ensure quality of the content organization has strict rules and a defined process. Every

developed content has to pass through the reviewers and then from the proofreading

department to ensure the standards of the quality of the content.

All these standards of quality is maintained with the help of the software and applications

that are available in the market to check the flaws in the content. Applications such as

Grammarly and Plag check software is used to detect the copied portion of the content

from the internet.

3.1.4 Finance

Finance is a field that is concerned with the allocation (investment) of assets and liabilities

over space and time, often under conditions of risk or uncertainity . Finance is the way to

manage money. Market Participants in the market aim to price assets based on their risk

level, fundamental value, and their expected rate of return.

Capital structure of the company

The Capital structure of the Evelyn consists of all the funds contributed by the owner of the

companies. As it is a private limited company it has no funds raised using equity. Also

there is no contribution of external debts in the capital of the company.

The capital of the company comprises of funds contributed solely by the CO-Founders and

its monetary value is RS. 10,00,000 as on the date the firm was started for the first time.

3.1.5 International Business

The role of international business in Evelyn is that the major clients of the company are

from abroad. The main work of the organization is to provide the services to the

organizations that are established abroad and any organization which is MNC. The

settlement of the payments from foreign client are contracted at the time of taking the

project and there is no effect of change in the value of the currency on the payments.

3.1.6 Information technology

Information Technology plays a vital role in the working of the organization. As Evelyn

is a provider of educational content in digitized form, all the working of the organization

is based on the connectivity provided by the information technology. There is use of

LAN technology within the organization and for communicating outside the organization

WAN networking is used.

All the developed content across the various product ranges of the company are uploaded

on the clients portal using the information technology.

For monitoring all the processes and working of the organization ERP system is used in

the organization. Use of ERP gives access of all the information at one place to make

effective decisions for the organization.

3.2 Data Presentation

3.2.1 Marketing

(a) Market Share of Products

Market Share Captured by evelyn in Different

product ranges (2017-18)

10%
5% 20% Text Book Development
Text Book solution
Test preperation Material
E-learning content
5% Content Fixing
Online tutoring
35%
25%

Source-Company Website

Figure No. 5: Market share of products of Evelyn

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1
2
3
4
(b) Pricing of the products

600
400
200
0

Source-Company Website
maximum Price Range
Minimum Price range

Figure No. 6- Pricing of the products

(c) Product/ Service Development process

Source-Company Website

Figure No. 7: Product/Service development process

(d) Promotional Activities by the Company

Source-Company Website

3.2.2 Human Resource

(a) Size of Human Capital

Figure No. 8: Promotional activities of the company

(i) Total Number of Employees Grade Wise-

Grades
A1
A2
A3
A4
A5
A6
A7
No. Of employees.
1
1
4
9
250
50
30
Table 5: Grade wise employees
g
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(ii) Total Number of Employees Functional Area Wise-

Name of department Number of employees

Human resource Department 12
Accounts departments 4
IT department 3
(Subject wise department)

(permanent employees)
Accounts 25
Business 20
Finance 30
Statistics 23
Math 20
Biology 28
Chemistry 25
Physics 22
Psychology 26
Travelling 18
(Work from Home and

interns)
All departments 89
Table 6- Function wise Employees
(b) Recruitment and Selection Process

(i) Flow Chart of recruitment and selection process

Source-Company Website

Figure No. 9: Flow chart of recruitment and selection process

(ii) Sources Of Recruitment

Sources of Recruitment

25%
Job Portals
40% Walk-Ins
Campus/Job Fairs
Employee Referalls

15%

20%

Source-Company Website

Figure No.10: Sources of recruitment

3.2.3 Operations

(a) Types of Output

Source-Company Website

b) Sources of Input

Source-Company Website
Figure No. 11: Types of output

Figure No.12: Sources of Input

i
3.3 Data Analysis

3.3.1 Marketing

There is no separate department for doing the marketing of the company because there is no

direct interaction of the company and the customers in the market. There is interaction

between the client and the company. And that too is the international client. Hence in India

there is least level of the marketing of the company. The little of the marketing done by the

company does not involve any kind of TV advertisement. There is only marketing using the

digital medium which comprises of social media marketing and email marketing.

3.3.2 Human Resources

The total Human Capital of the Evelyn comprises of 349 employees. This employee strength

consist of departmental heads, the team leaders, full time employees and the interns and

weekend employees.

Manpower wastage rate of Evelyn is low because there is a mentor who is always having a check

over the employee that whether he is working properly or not.

At Evelyn recruitment and selection of employees is done through traditional recruitment

process. Employee Referral is followed to recruit a person through in house resources.

If a candidate is selected under the company referral policy, then the Employee who referred the

candidate will be eligible for an incentive.

Various job portals are assigned to recruit a candidate through external sources

the most common job portal includes Naukri.com where the HR can short list

the various job profiles of the candidate and proceed further with the telephonic line up for

the interview. Walkins are also appreciated at Evelyn. Evelyn also hires people from various
campuses and job fairs.

Evelyn follows a flat hierarchy in its organisational structure.

Training needs analysis is most often used as part of the system development process. Due to the

close tie between the design of the system and the training required, in most cases it runs

alongside the development to capture the training requirements.

When a new employee enters in the company he/she is given proper introduction about the

company, its working culture, team structure and its employees by the owner. They are

introduced to their department manager who give brief about the work going on or what they

have to do.

At Evelyn, Selected employees are given training from their team leader for 3-4 days. Team

leader trains the employees by giving each and every small details about the work they have to

do and current status of the work. They are told about their monthly targets and the ways to

achieve their targets.

3.3.3 Operations

The operations of the company involves input management, output management and the

integration of various processes and sub processes. The operations in the organization comprises

of activities that involve work over different product ranges of the company. There are separate

departments for every subject content development.

The operational procedures of the content creation in the organization comprises of the following

three major processes

1. Creation of the content

2. Review of the content

3. Proofreading of the content before delivery to the client.

 Chapter – 4

Summary & Conclusions

4.1 Findings/Results

4.1.1 Profile of the Company

Evelyn is a leading educational service provider and the fastest growing brand in the

content development space in India .it specializes in developing content for such

disciplines as English, mathematics, Science, Computer Science, Business, Accounts,

Finance, Economics and statistics. It then packages the content as separate modules and

under various brands to meet the needs of the customers.

Evelyn plans to expand vertically in its subject domains for school and colleges students

and also for working professionals.

Evelyn is working in this sector for 12 years and is a private owned company. Evelyn is

unlisted company and registered in Companies act 1956.

4.1.2 Environmental Analysis

Evelyn provides a healthy and comfortable environment for working. There is flexibility

of choosing the shifts as per the convenience of the employees and the interns. For

improvising the quality of the work and increasing the output of the organization frequent

meetings are conducted. For motivating the employees various seminars are conducted to

induce sense of responsibility among the employees.

The major points of environmental analysis are as follows:

1. There is proper and predefined method of providing training and development program

so as to enhance the writing and rephrasing skills of the employees.

2. There is suitable room temperature for the employees to work comfortably.

3. Training is provided at initial stages of the joining of the employees.

4.1.3 Internal Environment:

Company’s strength lies in well managed workforce, strong national and international tie-

ups and affordable price of services as from start till present. The best part of the internal

environment of the organization is the working environment and supportive workforce of

the organization.

4.1.4 External Environment:

Evelyn has a very limited scope of interaction with the external environment of the

company. As the company is in educational sector all the external environmental factors

have positive influence on the organization and there is no harm to external environment

by the organization.

4.1.5 Organization Culture:

Evelyn is a people oriented company and believes in that motivated workforce can

increase the growth potential and also believes in rewarding the inputs of personnel.
4.2. Lessons Learnt

4.2.1 Working environment

The culture of company is to provide opportunity to every employee and enhance the

abilities by providing continuous training and development programs. Flexibility, growth,

creativity defines the culture of Evelyn Learning Systems private Limited.

Gender equality is the first priority of the organization. Significant emphasis is laid on the

safety and security of the employees of the company. 7 to 7 policy is followed the female

working staff for their safety and security.

4.2.2 Practical Knowledge

Evelyn provided the exposure to work on various educational portals. As a market intern

I gained knowledge about the subject domain of market. I was able enhance the

knowledge by practically applying it in the organization.

4.3 Suggestions:

Evelyn is a very opportunity oriented organizations for those students who have interest

in the becoming teacher and professor. It increases the base of the particular subject of

the expert.

Some suggestions for Evelyn learning systems pvt. Ltd.:

(a) Company should focus on providing educational content to Indian market also.

(b) Company should offer stipend at par with the employees as working hour and work

are same for both the categories.

(c) Company should focus on expanding the business outside Delhi also.
4.4 Conclusion

Evelyn Learning Systems private limited is an upcoming and growing company in the

industry of content development and creation. It follows all the rules and regulations of the

land and the industry. With its consistency and quality driven approach it has become the

second largest giant in the industry after Chegg India ltd. The environment is healthy and the

employees of the company are very supportive and enthusiastic. It has transparent working in

its operations. It has satisfied customers and stable human resource which is the strength of

the company.

In a nutshell, it is the good employer to work, learn and grow with.

 Bibliography

Websites:

https://internshala.com/internships/internship-at-Evelyn%20Learning%20Systems

https://evelynlearning.com/

Other sources:

Direct interaction with the employees of the company.

Company Broucher.

Company publications.
 Declaration

I, Jatin Singh Rana hereby declares that my company “Evelyn learning Systems Pvt. Ltd” did

not provide me the financial statements of any of the financial year.