About the company

Byju’s developed by “Think and Learn Private Ltd” is an Indian online tutorial
firm founded in 2011 by Byju Raveendran. At a time it was most valued edtech
company around the globe with a valuation of $5.4 billion.
Recently the company claimed that it has gained Rs 2800 crore revenue in the
FY20
The company has Shah Rukh Khan as a brand ambassador.

Products

Free access to content for first 15 days after the registration

Their main product is a mobile application “Byju’s the learning app” which was
launched in august 2015
The application has educational content mainly for school students from class 1 to
12; it also has special training programs for examination in India such as IIT-JEE,
CAT, NET, and IAS. For students aspiring to study abroad the application has
training programs for the examinations like G-MAT and GRE.
Byju’s App has 40 million users, 3 million paid subscribers and has great annual
retention rate of 85%. Their main subjects are mathematics and science for which
they have 12-20 minutes explained digital animation videos.
They are planning to launch an international version of the App for students in
other countries, and they have also made an official announcement of launching its
App in regional Indian languages.
Their latest product is Early Learn App for students of LKG and UKG.

Performance

In its first 3 months the App was downloaded by more than 2 million students and
later the App was among “Best Self Improvement” Apps of playstore.
They have also acquired the companies like TutorVista from Pearson, US based
Osmo (maker of educational games) for $120 million and a startup called
WhiteHat Jr for $300 million.
Till 2019, Byju’s has got $785 million as funding from investors like
 Chan Zuckerberg Initiative
 Lightspeed Venture Partners
 Sequoia Capital India
 Tencent
 Sofina
It was the first company in Asia to get funding from Chan Zuckerberg Initiative
After the company’s filing with Ministry of Corporate Affair, the company
became a unicorn and was valued at US$1 billion.
A subscription is required for most of the content on the App as in a premium
business model, in 2017 the company generated a revenue of 260 crores and
doubled it in 2018 with 520 crores, they had set a revenue of target 1400 crores
for the FY2019, which they successfully aceived.
 Competitive advantage

1) Different product
With good quality teachers Byju’s solve major challenges in the education of the
students; these teachers make the complex topics very simple and explain them
with clarity.
The whole topic is deconstructed and divided into five minute modules, the
material is brought to life by graphics team which add special effects in each and
every video making every second of it interesting.
2) Strong sales team
The application is accessible from the largest cities to the most remote area of the
country without any technical glitches, major number of students comes from these
remote areas (Tier II, III, IV cities). The company is also planning to grow its
business in the international market.
3) Content Development
BYJU’s always tries to address contextual, theoretical and visual learners through
the platform of its Apps, by blending these three the product become very
effective.
4) Marketing
This factor has played a very important in the success of BYJU’s over its
competitors, having brand ambassador like Shah Rukh Khan, made its TV
commercial very appealing, where its competitors don’t do advertisement on major
platforms.
5) Using special effects
The competitors of BYJU’s like Khan Academy does not use special effects in
their videos rather the format replicates a teacher using a blackboard.
 Competitors

The major competitors of BYJU’s are:-

 Unacademy
 Khan Academy
 Toppr
 Vedantu

SWOT analysis

Strength
1) Brand Recognition – More than 3 lakh annual paid subscribers has made the
application very popular in India and invested from Chan Zuckerberh
Initiative has spread the company’s name internationally
2) Leadership Position – The App has a strong market leadership position in
the education sector
3) Freemium Model – This model motivate the user to use the app initially, as
it is free for the first few days and later these users become the annual
subscribers of the App
4) Quality – This is something for which BYJU’s is known for, video lessons
and interactive tools for every student, they use visual graphics and
animation to increase the student engagement rate
5) Talent Management – There are small teams of 3-5 engineering graduates,
with faculty of 15-20 years of experience and 1-2 subject researchers.
6) Diversity – It provides educational content to CAT, IIT JEE and IAS
aspirants and also to K 12 segment
Weakness
1) Cost effective sales model is very difficult task to find
2) In US big education market the model is not so successful hence the
sustainability is difficult there for the company
3) Investment on education by parents in many countries is below average

Opportunity
1) Providing content in regional language
2) Helping in the growth of digitalization in India
3) Introducing many more professional courses

Threats
1) High cost of replacing existing trained and experienced teachers and staff
members
2) There is a lot of competitive pressure
3) On online medium privacy is a major concern of people
4) This business model can be imitated
5) The lead time to make a new course is very high
Sales structure of BYJU’s

Vice president Sales

Associate vice president sales

Senior manager

Team leader

Reporting managing

Business Developer Associate