Term paper: Case study

Bohubrihi

Submitted by
Soubir Dey
ID: 16304145
Section: 5
Course code: MGT 401

Submitted to
Dr. Rafiuddin Ahmed
Associate Professor,
Department of Marketing, University of Dhaka

Date of submission
15th September,2021
A brief history of Bohubrihi:

In this new era of technological implementation into the educational technology Bangladesh
has also become one of the pioneers with many Edu-tech platforms. Among a handful of Edu-
tech platform, Bohubrihi is one the leading one which started their operation as somewhat
of an experiment in 2016 by just two BUET engineer which has now became the go to platform
for many thousand students and young professionals. They are currently operating with a
portfolio of more than 50 courses from distinctive domains as business, technology, exam
preparations. Unlike the traditional platforms, Bohubrihi also offers individuals professional
to create their own course into their platform with a very lucrative renumeration.

Business & Marketing strategy:

In terms of their business strategy, Bohubrihi have very strategically designed their business
model. They mainly operate as a ‘freemium’ business model, which helped them generate
very loyal customer base form the very beginning. Based on this ‘freemium’ business model
they offer top quality courses made by industry professional's where learners have the
options to gain knowledge till free course modules and if they want to continue their leaning
to the advance level, they have the option to opt for a paid subscription. Currently Bohubrihi
offers courses ranges from BDT 300 to BDT 10000 from various categories.

Currently Bohubrihi operating as the second largest Edu-Tech platform in Bangladesh, which
has been possible due to the increase in the number of paid subscribers and efficient
marketing methods. Here are some of their marketing models based on the extended
marketing mix (7P's):

• Product: As a completely online based company, their product creating decision also
should be based on the collected online user's data. A well thought data analysis
model can predict the possible consumer demand for different courses collected from
different sources such as social media uses and internet connected people.
• Price: Since there are lots of variations in their course offerings, so they also should
prioritize a perfect pricing model for various kinds of courses. A freemium business
model that Bohubrihi is currently following should help the most to enhance their
profitability and reachability in the future.
• Place: As Bohubrihi’s only assets and service channel are their website, so maintain
these and making it more User friendly they are collaborating with different IT solution
company from the very biggening for an attractive website UI. Also, they always
prioritize a sophisticated server for a smooth experience as well as a long-term
stability.
• Promotion: Though they always prioritized online marketing channels over the
Traditional marketing models. But as a company are growing more rapidly than ever,
they are also focusing onto collaborating with different corporation, schools and also
sponsoring different coemption based marketing campaign.
• People: Moreover, tough they have started with experts to make their contents and
services; they also always prioritized hiring the right people for the best service.
Currently they effective individuals as well as they also hire freelance employees and
companies for differently kind of solutions.
• Process: Bohubrihi also offers customers requested course from time to time. All their
current service process is focused into providing a tailored service for their learner as
well their instructors.
• Physical evidence: In terms of the physical evidence for Bohubrihi, all the contents
provide by them including different marketing campaign contes should be consider as
physical evidence of their service. Al this material also should get copyrighted to avoid
kind missuses of their intellectual property rights.
Current And Future Operations For Developing Strategic Goals:

To understand Bohubrihi’s overall situation as a company we ca use the effective SWOT

analysis method. Following ae some detailed explanations about their current condition in
different perspective.

• Strength: As Bohubrihi’s diverse course offering from various segments, it enables

them to target a wide range of consumer as a diverse revenue Strems. They also have
been market leader in terms of offering different professional level courses and with
that they also have a strong customer retention rate than others. Form different
survey conducted by the team there was a noticeable 95% positive feedback gained
from customers and they also been referring them to others.
• Weakness: Though the company is ben growing at reasonable rate from the begging
of the pandemic but still the ROI is been pretty low form the beginning. Other than
these, preservation of their intellectual property rights is also not noticeable which
can be considered demotivated for their business in future.
• Opportunities: As the pandemic hit, the whole generation of prevailed people have
been depending heavily on these online learning platforms. These was a huge
opportunity also for Bohubrihi’s to develop many more diversified courses as also
introduced various professional development courses.

• Threats: Togh during pandemic the business of Bohubrihi’s has seen tremendous
growth but there also have been numerous numbers of variable online learning
platform also been created. The main disadvantage of their business model is that,
these e can be easily replicated by anyone with a good amount of funding. Other than
these a threat to their content data to get pirated will also be there.

To also have clear understanding of Bohubrihi’s future as a company it is also important to

understanding their surrounding (PESTEL Analysis) where there are operating their business.
• Political Factor: As an Edu-tech platform only offering different skill based
professional courses, there should be very little political implication into their business
operations. Though it might be possible that in future if they decide to consider for
foreign investment or start of their operation outside the country; some current
political factor may come as a barrier.

• Economic Factors: The current overflowing inter in the Edu-tech platform may have
been consider a blessing but as the lockdown opens and people daily routine changes
over time; people might lose interest from their platforms. So, the heavy investment
for developing recent premium course may be4came as a burden for them as people
will spend lesser money to subscribe into the courses.

• Social Factors: the social viability of Bohubrihi’s business model is very strong. As the
majorly of populations of our country is the working force and there is also a current
social motivation to have more skills day by day. Even the job sectors also demanding
with highly skills professionals, so the social factor is looking very supportive.

• Technological Factors: As per the government commitment to bright pout the 5g and
the growing number of internet users all over the country is also a supporting factor
in term of technological factors. Even the fastest growing smart users' market is also
a strong advantage.

• Environmental Factors: Though all of their content creator over their platform is very
much well aware of the current societal and environmental involvement, they also
should prioritize of on their CSR activities as a responsible business venture.

• Legal Factors: The only legal concern of Bohubrihi’s should be their intellectual
property rights. As their authentic made courses can easily be used by other's so
theses contents should be carefully curated and copyrighted as well.
Marketing and financial strategy

From the very beginning Bohubrihi has prioritized finding the right marketing channels for
maximum reach. Since they begging they were very much based them into mastering the
social media marketing as the courses they offered in the begging was mainly based on soft-
skill course which always have the most demand to the millennial college and university
students. Gradually as they started offering more professional level course their target
audience also grew along. Now they follow various digital marketing channels as social media
marketing =, email marketing, SEO marketing methods and many others.

In addition, they are also prioritizing different affiliate marketing channels, where are mainly
collaborate to other third-party publishers and learning platforms like creativeitinstitute.com
,repto.com.bd, ghoorilearning.com, learningbangladesh.com which helps them gain faster
traffic to their website. The main advantage they gain form this is that, often these marketing
channel follows a commission-based model to a targeted traffic and it often has a higher ROI
than these traditional marketing methods.

Other than these they are also very much focused on their corporate social
responsibility((CSR)and among many of their contribution, recently they sponsored a business
cases competition organized by Rajhshahi University Business club.

As an authentic financial strategy, they have introduced self-created courses by the industry
professional. These courses created by the freelance professionals contributes a good
percentage into their revenue. They also offer a transparent revenue sharing model with the
creator. With using some spare time, any professionals can create their own course module
into their platform can earn up to BDT 90000 per month. IN addition to that Bohubrihi also
shares 25% to 40% revenue generated to the creators.

Though there is not notable outside investment came into the company, but they have grown
their business very rapidly meeting with the growing market demand. From the very begging
as they started their company with an initial investment of only 15000 taka, they have been
following a ‘proficorn’ strategy till now. Where there were solely focused onto implementing
their own business generated profit rather than focusing into external funding.
Current Business Situation:

Operated by a team of more than 15 people they are currently accelerating with 25% month
to month growth. They also have a very good 95% customer satisfactory reports from
different survey's they have also partnered with various companies as Brain Stations
Intelligent Machines Limited and Loosely Couples Technologies. These technology base
solution companies mainly partnered them to create various courses focuses on
programming and IT & software-based courses which made their platform stand out into
Bengali language base Edu tech platforms. Also, their affiliate marketing pattern they have a
collaborating relationship with other local learning platform as creativeitinstitute.com,
repto.com.bd, ghoorilearning.com, learningbangladesh.com and many others to bounce
more traffic their platform.

Conclusion
On the basis of analysis, we can reach in an understanding that currently Bohubrihi is been
considered as one of the market pioneers in Bangladesh Edu-Tech Market. To their initiation
they have been constantly growing and expanded their business quiet a lot comparing to
other. They are currently operating with a vison to be the market leader within 2023 in the
corporate training sectors, which is just a matter of achieving some thriving investment.

Questions for Discussion:

1. What further steps they could take to archives maximum number of consumers to
their company?
2. What should be their future growth prospects as well the possibility the get outside
Investment?
Reference:

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https://thefinancialexpress.com.bd/views/edtech-personalising-learning-is-key-to-
success-1607080278.
• F. O. R. (n.d.). Business case competition underway at ru. The Financial Express.
Retrieved September 15, 2021, from
https://thefinancialexpress.com.bd/education/business-case-competition-
underway-at-ru-1630764161.
• How internet is reshaping the future of Education: An interview With YANUR Islam
PIASH, co-founder and CEO, BOHUBRIHI. Future Startup. (2020, August 20). Retrieved
September 15, 2021, from https://futurestartup.com/2020/08/19/internet-and-the-
future-of-education-yanur-islam-piash-Bohubrihi/.
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https://futurestartup.com/2020/07/28/Bohubrihi-career-track-an-exclusive-online-
course-on-full-stack-web-development/.
• Joya, S. (2019, January 10). Bohubrihi providing multidimensional online courses. The
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• Chowdhury, T. (2021, July 6). 7 EdTech Startups Looking to Take Online Education
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