CASE DISCUSSION

About Byju’s

Observation

OUTLINE SWOT analysis

Analysis.

Porter five forces

 Mission: At BYJU’S, their mission is to help children
fall in love with learning. Our learning products
have enabled millions of students across the globe
to take the initiative to learn on their own

Mission
& Vision Vision: BYJU'S vision was to complete learning
experience that integrates classes from the best of
the teachers, assessments and assignments which
are personalized for every student, along with in-
depth analysis and recommendations.
• Researched pedagogy • Personalised
• Extensive knowledge learning
maps
• Rockstar teachers
Technology • Scalable platform
• Flexible access

Media Content

• Appealing to students across different domain

• Interactive
 2006-started offering a cat preparation classes with 35-40
students.

Number grew to 1000 in seven weeks.

About Organised workshop first free then paid.

Byju’s
End 2006 organised workshops in auditorium for working
professional.

timeline Expanded into 4 cities.

2007 started targeting undergraduate student by doing

workshop in colleges.

2009 decided to expand with video content .

About Byju’s timeline

2010
2012 2015
Had presence over 45
locations. Added new product testing, first ever mobile
classes for other interaction. Creating application.
examination. IAS. content with specialised
panel.

Introduced first ever

learning programme on achieved more than
tablet for students of 8- 300000 active subscribers
started 12. .
Byju’s.
2014 2016
2011
 Strongly transformational leadership of Raveendran .

Differentiated his company products which make

people believe learning is fun.

Observations Product quality was top notch that’s why students tend
to join in huge number even on the time of workshops.

Creation of interactive content by leveraging

technology is the main focus.

The company has successfully exploited the

opportunity of growing smartphone population.

Freemium model also provided that lead generation

strategy for acquiring new consumers.
 “Mentoring” sales pitch helped the company to
achieve relatively high revenue.

Aggressive marketing strategy .

Observations In a country where people are not used to with the

subscription based model, still the company is able to
get 300000 people paying at least 10000 as a annual

Competitors are unable to create such content.

Brought the ideal 1:1 teacher-student classroom

experience to a more convenient form—on a mobile or
tablet.
Business strategy
Competitive strategies

▶ In India, learning is mostly exam focused; you memorize, you replicate,

and you forget. Byju believes that real learning involves curiosity, asking
questions and finding problems, whereas we are getting trained to solve
questions.

▶ Some students like to learn through stories, some like to see visuals, and
others appreciate the actual theory. Thus Byju’s went with four formats,
odds of his understanding at least one are high.

▶ Key differentiator was to engaging and interactive content. BYJU’S

added hand movements engaged viewers at two levels: teachers and the
hand movements.
Competitive strategies

▶ Quality videos required the firm to do everything in-house.

▶ Thus BYJU’S had the same set of teachers for a school level such as middle
and high school.

▶ For lessons for younger children, it used young kids as teachers. If they saw
someone their age who has command over a topic, they believed that they
too can master it easily.”

▶ Byjus operated through two versions, online version for laptops, tablets, and
mobile phones, and an SD (memory) card version.
 ▶ High product Quality : a mix of video
lessons and interactive tools to
personalise learning for every
student. Visual graphics and
animations to get students engaged.
▶ Strong brand recognition : One of the
India’s most popular app.300000
annual paid subscribers. Chan
Zuckerberg Initiative

SWOT ▶ Market Leadership Position - Byju's

App has a strong market leadership
analysis: position. It has helped the company
to rapidly scale new products
successes.
Strength ▶ Business model: Freemium model.
▶ Quality talent management : Small
teams with 3-4 engineering graduate,
1.2 subject researcher, with faculty
10- 15 years of experience.
▶ Diverse product range: Caters to cat
, IIT JEE , Cat , IAS as well as K-12
segment.
Byju’s in numbers
 1. Finding out the cost-effective
sales model is critical.

Weakness: 2. The number of enrolments in US is

lower and hence the sustainability
of the model is critical.

3. Also, investment on education by

parents in US is below average.
 REGIONAL GROWING INTRODUCING FOR
LANGUAGES DIGITALISATION PROFESSIONAL
IN INDIA COURSES

Opportunities

UNTAPPED
SEMI URBAN ONLY TAPPED
INDIA. MERELY 2% OF
THE STUDENTS.
 Business model could be imitated.

High cost of replacing existing experts or classes.

Threat Data privacy.

Competitive pressures.

High lead time to produce one course.

 1.US GDP(54,629) per captia is around 10 time of
India(5,701).

Where as US govt. expenditure is 10421 for primary student

and for secondary student it spends around 11516.8 , where
India almost spends twice amount of money comparing
primary education to secondary education.

Analysis: The number of people discontinue their school after primary

education is relatively high compared to US. So, that means
students are having less infrastructure, which opens door
for ed tech industry.

According to reports 81% of students in Highschool have

their own phone.
▶ From the exhibit 11 we can understand that in US there is a significant percentage of parent
who would consider paying for additional tutoring of their child in different levels.
Porter five forces
 Though the content of byju’s is unique having
interactive graphics, It can still be copied.

Threat of The cost of making new content will be there as

they can’t use same content over in USA.

new
Education structure is mainly public in USA. Though
entrance : private sector is there but still compared to byju’s
content, there is no such company .

Entry barrier is there because of huge scale public

school education system.
 Khan academy provides free online education.

Competitive Online classes mostly based on remedial classes.

Rivalry Incumbent private investment in edu-tech is based

on school operation, teacher needs segment,
curriculum products.

Absence of sustainable business model.

 In USA 43% of the parents conform to pay
additional amount for their kids education.

In the B2C segment not many competitors are

there. Only Khan academy , edomodo , class

Buyer power dojo, remind is there.

(Low) Age of learning is a significant player in K12

section.

Less competition gives less buying power to

consumer.
 Teachers are the main contributors to
the sectors. Lot of experienced
teachers are available in this sector.

As number of teachers or faculties

Supplier are high they have higher bargaining
power(High) power.

Sometimes students prefer some

certain teacher in certain subject.
 The content is the main key here.

Threat of If other companies can replicate

these kind of interactive content .
substitution(High): They can also gain market share.

USA market is more acceptable to

application based learning which is
positive for Byju’s.
Political Economic
• Political stability and importance of Education & • Cost of resources such as books or papers.
Training Services sector in the country's
• Parents ability to raise funds needed for
economy.
optional activities
•Level of corruption
• Interest rate is also stable .
• Intellectual property protection
• Curriculum changes that come with shorter lead
times

PEST
ANALYSIS
Social Technological
•Lot of experienced faculties are there. •US is a technological hub for cutting edge technology.
•
Satisfaction level
Survey
Strategy of Expansion

Creating a group of people who will work on

identifying the faculty .

Based on their identification inviting for their value

proposition.

Process for onboarding .

Creating speech and making interactive videos.

Acquiring such organisation who are already working

on technology-based education to understand
consumer preferences.
Strategy of Expansion
 "They (Chan-Zuckerberg Initiative) will give us reach
and initial advantage in terms of recognition in those
markets since most of the students are on Facebook.
We expect good support both in terms of reach for
international expansion and developmental support
in
terms of future technology," - said Byju Raveendran,

Strategic founder and chief executive officer of BYJU’s.

expansion
He expects the product to be launched within the
next 18-24 months. "We have a digital library that can
be customised for global markets in the K-12
segment."
 Byjus acquired US based playful learning
company Osmo for 120 million Dollar in June
2019.

Acquisition of Tutor visa one of the largest

tutoring brands catering to school and college

Byju's US students in the US in July 2017.

activities Acquisition of licences of hundreds of

characters from Disney to use cartoon
characters to teach math science etc.

Planning to Launch Disney Byjus early Learn in

collaboration with US based conglomerate
Walt Disney .
References

▶ https://blogs.edweek.org/edweek/DigitalEducation/2018/02/smartphones_st
udent_learning_classrooms_K12_education.html
▶ https://www.business-standard.com/article/companies/byju-s-to-take-
learning-app-to-us-uk-market-116112400959_1.html