Winners Solution 2

Y For your all round development
Z X
Business Plan
Discussion Materials
XYZ
Team Name: Conquerors
Erica Gulati Shaurya Prasad

McKinsey & Company (IIM Lucknow '23) IIFT Delhi '22
erica.gulati@gmail.com shaurya_d22@iift.edu
9958464195 9958562233
Y Company & Case Life skill training is considered to be a very niche segment while it is of extreme importance throughout one's life
Z X Overview The case focuses on creation and laying down a robust plan for XYZ to create an unwavering position in this segment
Focus on primary research to extract the best possible insights and carefully curate a cutomer friendly platform
Market Research
Understanding cutomer perspective to present a diverse set of offerings which the customer can't find anywhere else
Key Offerings Based on the primary research of 103 respondents, top offerings, their duration and mode finalized
and Roadmap Online course, webinars, 24x7 doubt solving, live sessions and customer analytics some of the potential offerings
Industry Industry to boom in the coming days with market size increasing from 2.8bn to close to 30 bn by 2030
Analysis COVID-19 fueled digitalization and increasing disposable income to fuel growth in this sector
Customer Profiling Customer personas decided depending on the offerings and target audience identified
and GTM Revenue to be generated from students of the age 8 to 18 years as well as commision from tutors working part time or full time
Organizational Structure Structure includes functions like Technology, Marketing, HR, Operations and Finance
and Employee Costs Employees to increase subsequently as scale of operations increase with their paychecks also increasing with better performance
Financial Includes next 5 years revenue, cost structure, potential profits and average revenue per user trend
Plan Plan to raise about 50 crores through debt in the 2nd year and sell out 11.25% stake over the course of 4 years to raise funds
All figures in the presentation in rupees

Sources for presentation : Economic Times, Statista, Reports from McKinsey, BCG, Bain & Anarok, primary research and press articles
XYZ is a holistic life skill educating platform for students between ages 8 and 18
The Business The firm focuses on multiple life skills like communication and interpersonal skills, decision making and problem
Z
Y
X
solving skills, creative and critical thinking, character development, social emotional learning, negotiation etc.
India has become the second largest market for E-Learning after US with the sector expected to reach US$
1.96bn by 2021
Industry The online education market is further expected to reach US$ 11.6bn by 2026
At Unicef’s suggestion all 164 nations which signed the United Nations Millennium Development Goal charter of
Education for All by 2015 have included ‘life skills’ as a basic learning need for all children and youth
Key Strength
Offers life skills training
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS which is offered by very
few
Early mover in the Life-skills Lack of online presence Recognised by UNICEF as a Threats from online multi course
education industry as of now which needs learning necessity for children offering platforms like coursera
Multiple life skills taught on a to be worked upon and youth and udemy Growth Scope
single platform Focus on a niche Ability to expand to well known Lack of awareness of people in
Focus on attributes that help segment with the tutors who the youth idolises this domain can lead to Lack of awareness
throughout and not just during Online and offline Expansion stagnation of growth if not acted gives significant headroom
potential to turn it into a
education strength
opportunities to national and upon for growth if acted upon
international territories now
Company & Case Market Research Key Offerings Industry Customer Profiling Organizational Structure Financial Summary and
Overview and Roadmap Analysis and GTM and Employee Costs Plan Key Highlights
Customer Personas
Problem Solution Unique Value Proposition Unfair Advantage

Lakshay
Life skills are a critical part of Creation of an all in one XYZ enables the budding Early adopter in a niche Age: 13 years
everyone's life but one does not make online platform where in generation to inculcate crucial segment providing focused Class: 8th
a conscious effort to work towards it. students can interact, ask life skills from the comfort of life skill training, all in one
Lack of awareness of its importance is doubts, take exams, solve their homes to prepare them platform Lakshay will get into high school next year
another aspect which needs to be tests and learn! for the uphill journey ahead in and knows that he these life skills will help
addressed a complete package that no him sail through the next few years
one else offers!
Key Metrics Channels

Sara
2 pronged strategy with the Age: 28 years
Percentage of people who
Existing Alternatives first phase focusing on Would earn solely through XYZ
completed post starting High Level Concept inbound marketing and the
A few online learning apps focus on a Percentage of people who
few life skills in silos but there is still no Interactive platform with second on TV Ads, Sara is a psychology honours graduate
enrolled post viewing contents
holistic focus multiple avenues to learn newspaper ads, tie ups and and now wants to take up life skills
Net Promoter Score
various life skills partnerships training as a full time job
Customer Satisfaction
Cost Structure Revenue Streams

Top costs would included employee costs, social media and digital marketing Normal students who buy one or more courses or monthly life skill packs
costs, IT infrastructure costs as well as TV, Newspaper and Pamphlet Tie ups with schools and colleges who would buy in bulk
advertisement costs from year 2 onwards Commission from tutors who would sign up for live clsses and doubt solving to earn
CUSTOMER PRIMARY SURVEY QUESTIONS OVERVIEW
LIFE SKILL LIST
Name
DEMOGRAPHIC
Communication Decision Making Creative &

& Interpersonal & Problem Critical
Gender Age Groups Family Income Skills Solving Thinking
Family Character Social-Emotional

Income 8-11 Upto 5 Lakhs Development Learning
Resilience
12-15 5-10 lakhs

Age 16-18 10-20 lakhs Respect for
Negotiation Empathy
20 lakhs+ Diversity
Have you taken any training or tried to consciously learn any life skills?
LIFE SKILL RELATED
If you answered yes to the previous question, which life skills did you try learning?
Rank the life skills from 1 to 9 with 1 being the most importantand 9 being the least important
How much would you be willing to pay to acquire these skills?
For what duration would you be willing to take up training on these skills if offered?
Which would be the most interesting way to learn these life skills?
KEY SURVEY FINDINGS AND ANALYTICS
Age Groups Gender Family Income Child vs Parent
5-10 lakhs
Not Aware
DEMOGRAPHIC
6%
17%
8-11 Child
28% 55% Males
10-20 lakhs
16-18 23%
103
46%
Respondents
78%
78% of respondents filled the survey

12-15 More than 20 lakhs for themselves while for 22% the
26% 51% Respect for
survey was filled by their parents
Diversity
Course Duration Amount willing to pay Least learnt skills Desired Method Top 3 desired skills
of Learning
40 Upto 500
5000+
Communication
LIFE SKILLS RELATED
5%
12%
Resilience & Interpersonal
30 Skills
500-2000 Online Course
27%
20
Respect for
Empathy
Webinar Diversity
10
0 Decision Making
Respect for Offline Workshop
& Problem
2000-5000
k
ks
ks
ks
ks
Diversity
ee
Solving
ee
ee
ee
ee
56%
w
0 20 40 60
1
8+
2-
4-
7-
About 36% of respondents found Rs. 2000-5000 was selected as Of the skills people have taken training 55% of the respondents Communication ranked as
4-6 weeks the ideal time to the sweet spot for pricing for earlier, these 3 are the ones that are selected online course as the top desired skill followed
spend on a course of life skills the packages being offered the most lacking among respondents preferred mode of learning by respect for diversity
SUMMARY OF KEY OFFERINGS
Addition of Tutors on Platform Introduction of online course Webinars by top professionals Videos by Industry Leaders
The business model will not only

An online course with a Top professionals from the XYZ will partner with industry
include revenue from students
diversified package of all skills, industry who know the role leaders and will have short
but commission from tutors as
personal dashboard tracking and importance of these life recorded videos stating their
well who will be onboarded and
progress and a final skills will fortnightly be invited life experiences and how
paid on an hourly basis. Rs.100
examination to be launched for webinars on the same crucial these skills are
to be charged per hour from
very soon
students
Customer journey Platform for interaction Case competitions Tie ups with schools/coachings
A proper customer journey A platform for 24x7 doubt Going forward tie ups with Tie ups with schools and
mapping will be done to solving and for like minded corporates to launch case coaching centers to hold
understand the customer people to come together and competition on these topics occasional workshops and
better and so that the interact to be formed. Interest will be made available to sessions with students on life
customers themselves can groups for discussion will also understand practical skills
track and improve be formed implication
ROADMAP GOING FORWARD
Addition of Tutors Introduction of Webinars by Industry Videos by Industry
on the platform Online Course Professionals Leaders
Within next 12 months
Carefully Curated
Customer Journey
Interaction platform
and interest groups
After next 12 months
Introduction of life Raising capital

Expansion to other skill case competitions Tie ups with schools through private
age groups and in collaboration with and coachings equity and debt
corporates corporates
BECOME A TUTOR
Respect for Diversity

Apart from the online courses which will be
available via pre recorded sessions, the
platform will also host tutors with whom the
Decision Making students can book session and get live
tutoring or doubt clearing when required.
Communication BEGINNER
The tutors would be well screened to
Negotiation INTERMEDIATE maintain best quality and would entail a
diverse set of people who want to do it part
Student Name: time, full time or as a secondary source of
Empathy
E-Mail: ADVANCED income
Mobile:
Respect for Diversity
For live sessions and doubt solving Rs. 100
Tutor
Start Test
will be chrged by students of which 50% will
be charged as commision and 50% will go to
8-12 12-15 16-18
the tutor. Increments of Rs.50 per hour will be
done from year 2 onwards
Incentives to be given to tutors to perform

Any one who opens our app Post selecting the tutor The tutors would then have to Post selecting a course, the
better post which they will be awarded and
will get an option to sign up as option, the tutor will have to choose among the list of skills tutors will have to undergo 3
top 10 educators to be paid yearly bonus
either a student or a tutor put in his or her details or sign they want to teach and the tests to be certified as a tutor.
up using facebook age group they are This will be done to maintain
or google comfortable teaching quality
ONLINE COURSES
64% Your Progress Your Progress John Doe Key highlights from the Online courses
The online course can have the option of

choosing to do individual courses,
choose multiple courses in a pack or
Decision Making & Respect for Communication & choose to the the entire life skill pack
Negotiation Skills
Critical Thinking Diversity Interpersonal Skills
includes 2 courses includes 1 course includes 2 courses includes 2 courses Proper Analytics with progress, regular
Rs. 299 Rs. 299 Rs. 299 Rs. 299 reminders, time spent, exam analysis etc.
to be shared with the student
Get certified for life skills by XYZ post successful completion of courses
Enroll for any 3 courses for Rs. 749 Claim 7 day free trial
24x7 doubt solving to be done by the
Enroll for the entire 9 course life skill pack for Rs. 2499
tutors on-boarded
Couses to be offered in multiple regional

languages going forward to cater to a
larger set of audience
INTERACTION PLATFORM AND INTEREST GROUPS & LIFE SKILL PACKS
LIFE SKILL PACKS INTERACTION PLATFORM
This will be over and above the courses and will give access to a different set of
services to the customers. Would be on a monthly basis with annual plans as well
and would also add to XYZ's Revenue 134 Connections 20 Discussions John Doe
Features Chat with Sakshi Interest Groups

Negotiation 54 members 117 posts
Access to interaction forum and Empathy 72 members 51 posts
interest groups Communication 109 members 73 posts
1 free live session Decision Making 154 members 84 posts
1 free doubt session
Access to videos by industry leaders Discussions
Exam Discussion 102 members 91 posts
LITE Webinar
62 members 53 posts
Discussion
Features 217 members 189 posts
QnA
Rs. 199/month
Access to interaction forum and

interest groups
2 free live sessions Students who purchase the life skills pack will get to be a part of the interaction forum
2 free doubt sessions as well as discussion groups and interest groups where they can discuss and learn
PRO Access to videos by industry leaders about different skills which will help them connect and improve going further. They can
Access to live webinars by industry further form connections and can chat with each other.
Rs. 349/month professionals
Ask questions to top 10 tutors of Chat Bot to be added which would help students navigate on
platform directly the platform as well as clear concept doubts
WEBINARS AND VIDEOS BY INDUSTRY PROFESSIONALS & CASE COMPETITIONS
LIVE WEBINARS AND VIDEOS CASE COMPETITIONS
Would mostly focus on age group 16-18 years
and to some extent to 12-15 years as well. Key
tie ups could be with top companies which have
imbibed these skills and case studies in such
domains are significantly lacking. Would also
provide an opportunity for companies to brand
themselves to the budding generation and give
an opportunity to the students to win attractive
prizes
POTENTIAL TIE UPS
Live Webinars and Videos will be a part of the Life Skills packs which customers can sign up
for. These will be taken by industry professionals who understand and can communicate the
importance of life skills and how it helped them throughtout various stages in their lives
PLANS FOR STUDENTS AND SCHOOLS/COACHINGS
Special plans to be provided for students

from coaching and schools who may
purchase in bulk
The school/ coaching name will need to be
selected and number of students will be
selected by the school authorities
If the number of students is more than 200,
then a discount of 25% will be provided on
all the different courses as well as the life
skill pack which gives access to webinars,
videos and interaction platform
Particulars Normal Students School Students

School 1 Course 299 225
3 Courses 749 525
9 Courses 2499 1875
Life skill Pack 199/month 149/month
Life skill Pack Pro 349/month 245/month
INDUSTRY LANDSCAPE
Key Trends and Developments Key Drivers
Smart phone penetration is expected to increase from 502 mn in 2019 to 973 mn in 2025 which will India has one of the highest young population which will assist this industry in
fuel growth in the skill tech industry its budding stage
Internet penetration expected to increase from about 50% in 2021 to around 65% by the end of 2025 Middle income households are increasing in India which gives higher
which lays the base for strong growth disposable income for people to spend on learning
Social media is a key route through which customers are acquired and with increasing people now Increasing credit is another reason why consumer spend has been on the
using it, reach will increase significantly rise and they are looking to develop more and more skills going further
COVID-19 ha revolutionized the skill tech industry and has brought about disruption in the form of Brand consciousness has been increasing and most people only trust well
digitalization and aided growth in the industry known brands before investing in a product or service
Increasing Investments Ed-Tech Market size Potential competitors

TOP 5 SECTORS IN TOP 5 SECTORS IN 30
2020 BY DEALS 2020 BY FUNDING
Ever increasing market size of the
Indian Ed-tech industry fueled by
E-Commerce E-commerce
17.1%
Ed-Tech and Skill Tech
11.5%
Ed-tech and skill-tech 20 the COVID-19 pandemic
18.4% 18.2%
Fintech
Consumer Services 10
Fintech 27.1% Consumer Services
17.3%
23.9% 21.4%
Enterprise Tech
Enterprise Tech 0
23.3%
21.8% 2020 2021 2022 2025 2030
OUR TARGET CUSTOMER PERSONAS
Age: 9 years Age: 28 years
Class: 4th Would earn solely through XYZ
His parents are well educated, understand the Sara is a psychology honours graduate and now
Ahaan importance of life skills and know that early
Sara
wants to take up life skills training as a full time job
starters can flourish in their lives
Age: 37 years
Age: 13 years Works in an MNC, can be a part time XYZ Trainer
Class: 8th
Parag currently works in one of the top MNCs and wishes
Lakshay will get into high school next year and to teach life skills on weekends as he understand how
knows that he these life skills will help him sail critical they are. He has always wanted to explore the
Lakshay through the next few years and further Parag teaching arena and also wants a second source of earning.
Age: 17 years Age: 61 years

Class: 12th Can take up XYZ as a hobby post retirement
Twisha will be heading into college next year and Hari recently retired from his job and wants to explore
understands the critical role these skills will play teaching while sitting at home which would also serve
throughout higher education and going forward as a continued source of income
Twisha Hari
BUYER JOURNEY MAPPING
Customers will be identified and targetted according to the position they are in the funnel. A detailed 2
pronged Go to Market Strategy is suggested in the coming slides to provide a clear idea of how to proceed
Unaware
Activities planned for XYZ to convert maximum customers

Social Media Updates
Audio and Video Marketing
Digital Marketing
Top of the funnel
Solution
Aware
Newsletters
Primary Research
Awareness Website
Middle of the funnel Surveys

Product
Aware
Discounts and Promotions

Webinars and Videos
Interest and Desire
Loyalty Program
Bottom of the funnel

Demos
Aware
Most
Events
Action Customer Journey
Product Comparsion
GO TO MARKET STRATEGY
2 Pronged GTM Strategy
Stage 1 (First 12 months) Stage 2 (after 12 months)
Tie ups with

Search Engine Webinars with TV Advertisements Schools
Optimization Industry Leaders
Social Media Newspaper Social Media

Promotions Advertisements Ads
Marketing
E-mail YouTube Pamphlets & Billboards

Marketing Marketing Brochures
Referral Video & Affiliate Sponsoring Events Partnerships

Program Marketing
STAGE 1 (FIRST 12 MONTHS)
Search Engine Optimization Social Media Marketing E-Mail Marketing Referral Program
0.78% 83%
Gen Z who trust referral
Customers who click on results programs. 28% people agree
To focus on key social media E-mail users to increase from Stage 1 is
after Page 1 on Google which that they won't use a product
handles to convert organic 3.9bn in 2018 to a whopping focused on the
highlights the importance of SEO unless their friends recommend
customers and ensure that the 4.6bn by 2025 which shows why the first 12
when starting with it and referrals lead to 70% higher
reach is significant this form is so relevant months of
conversion operation. For
assuming 20% more of the aspects
20,000/month initial spend 10,000/month initial spend where monthly
digital marketing customers
or annual costs
have not been
Webinars with Leaders Promotions YouTube Marketing Video & Affiliate Marketing given, they have
been clubbed
69% under costs in
the cost
The average conversion rate for structure or
webinars. They play a key role in
giving a first hand idea of how
49% 2bn+ 15% included under
miscellaneous
the service is going to be This is the percentage by which Number of active users on Affiliate Marketing accounts for costs
promotions increase basket size YouTube. More than 55% 15% of total digital marketing
according to deal nerd marketers use this platform revenue and is a crucial aspect
2 webinars per month paying
1 lakh per webinar to industry
leaders
STAGE 2 (AFTER 12 MONTHS)
TV Advertisements Newspaper Advertisements Pamphlets & Brochures Sponsoring Events
Stage 2 is an
increment to
One of the Best forms of ATL Newspaper advertisements will Pamphletts and brochures to stage 1 and will
advertisement as it has a very be printed frequently in top be distributed by our sales Sponsoring events of various be over and
wide reach and can help grab papers to grab attention of a executives and will another corporates or sports events, above it. This
school fests can get attention of would help in
attention of a broad range of broader audience form of grabbing attention in
students and parents and increasing our
customers various areas
reach and
ultimately increase our reach
Assuming 30 second ads, 365 25 lakh per ad costs for 15 days in Will be included in misc. costs in catering to a
days on 5 channels, 5 times a day a year in top 3 newspapers the cost structure wider customer
base. The costs
are higher nd
Social Media Ads Billboards Tie Ups with Schools Partnerships hence would be
taken up
gradually post
year 1 once we
To get multiple customers in raise sufficient
Form of digital marketing that Going forward post the Partnerships with other similar
bulk and to ensure that the funds and also
will continue and proper business is established, XYZ can institutes or course platforms to
younger generation understand have profits
analsis will be done to increase spend on Billboards since they get our courses maximum
how crucial life skills are earned in the
or decrease payments to get are the easiest way to grab visibility in the audience. These
initial years
better featuring on various attention and cost 80% cheaper hold key to the overall
places than television advertisements Assuming 12 tie ups with 500 development of any institute
average students per school
ORGANISATIONAL STRUCTURE
CEO
Chief
Chief Marketing Chief Finance Chief Operating
Technology Chief HR Officer
Officer Officer Officer
Officer
Customer
VP Technology VP Marketing VP Finance VP HR
Experience Head
Product Legal HR
Brand Manager Accounts Head
Manager Executives Executives
Software Facility
SEO Officer Finance Officers
Engineers Managers
Content
Testing A minimal hierarchy system to be
Creators and
Engineers
writers followed while letting employees take
ownership of their work and letting
Numbeer of employees per post and
them do their tasks at their own
Support Staff Sales Executives salaries given in the coming slides
convenient times to enhance
productivity
SALARY STRUCTURE FOR EMPLOYEES
The salary provided in the tabel has been considered for existing employees and an increment of 15% is given each year
Promotions, lay-offs etc. have not been considered for simplicity of calculation
New joinees salary have been taken as a 5% inflation from Year 1 salary every year going ahead
KEY
The number in the table is the toal number of employees for that designation in the firm in that year
ASSUMPTIONS For detailed analysis, please head over to the excel file
REVENUE STRUCTURE FOR THE NEXT 5 YEARS
Y
Z X
OUR BUSINESS
Customers including regular students as Commision from tutors joining on the
MODEL well as tie ups with schools and coachings The firm platform for live session and doubt solving
COST STRUCTURE FOR THE NEXT 5 YEARS
As laid down in the GTM Plan, spend on outbound marketing will significantly begin from Year 2 onwards
KEY ASSUMPTIONS
which explains the spike in overall costs from year 1 to 2 and going forward
& POINTS
Miscellaneous costs include daily facility management and maintainence costs, electricity and other costs
PROFIT, SOURCES OF FUNDS AND REVENUE PER USER
ARPU
OPERATING
PROFIT
SOURCES OF
FUNDS
Valuation of 20x EV/Sales taken for valuing XYZ which is the general trend as of now for education and skill tech
Funding through debt 66% debt and 33% equity component leading to a 1.25% stake in the company in year 2 as cost of debt will
be lower and do not want to dilute the ownership initially
ASSUMPTIONS &
Subsequently dilution of further 10% to be done in Year 3 and 4
KEY FINDINGS
Company sees increasing Operating profit and will ultimately witness high FCF owing to larger reach and better cost management
SUMMARY AND KEY HIGHLIGHTS
2 3 Number of customers to increase
2 pronged GTM strategy owing to utilisation of funds for
marketing purposes from 24,000
Top product offering to targetting 3 age groups and 3
to more than 10 lakh in the next FINISH
include an interaction different tutor personas as
identified. Digital Marketing to 5 years 9
platform, course pack,
with incorporation of be the crux of stage 1 followed
regional languages, 24x7 by mass advertising in the 8
doubt solving, live coming years
Profits to increase from
sessions, webinars and 5 53 lakh to 127 crore in
videos by top industry the next 5 years on
professionals account of larger
audience and better cost
Revenue to increase management
from 5.3 crores to
1 approximately 367
crores by 5th yearon
account of mass reach 7
4 and better marketing
practices
Research indicating that Loan of 50 crore to be taken in
Organization to consist of
most respondents prefer Year 2 and 1.25% stake to be
Technology, Marketing, Finance,
online course with a sold off to raise funds for
Operations and HR teams with
duration of 4-6 weeks and operation. Going forward a total
as minimal hierarchy as
are willing to spend 2000- of 10% stake to be further sold in
possible. Number of employees
5000 on life skills training 6 Average Revenue per user expected to years 3 and 4 to raise money
rto increase as company
increase from Rs. 1577 to Rs. 2309 as
expands further
disposable income increases and more and
START more customers pose faith in XTZ and its
products
Y For your all round development
Z X
Conquerors
Erica Gulati
McKinsey & Company (IIM Lucknow '23)
Thank You for erica.gulati@gmail.com

9958464195
your time and

patience! Shaurya Prasad
IIFT Delhi '22
shauryaprasad98@gmail.com
9958562233

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Y For your all round development

Team Name: Conquerors

Erica Gulati Shaurya Prasad

All figures in the presentation in rupees

Problem Solution Unique Value Proposition Unfair Advantage

Key Metrics Channels

Cost Structure Revenue Streams

Communication Decision Making Creative &

Family Character Social-Emotional

12-15 5-10 lakhs

How much would you be willing to pay to acquire these skills?

78% of respondents filled the survey

The business model will not only

Introduction of life Raising capital

Respect for Diversity

Incentives to be given to tutors to perform

The online course can have the option of

Couses to be offered in multiple regional

Features Chat with Sakshi Interest Groups

Access to interaction forum and

POTENTIAL TIE UPS

Special plans to be provided for students

Particulars Normal Students School Students

Increasing Investments Ed-Tech Market size Potential competitors

Age: 17 years Age: 61 years

Activities planned for XYZ to convert maximum customers

Middle of the funnel Surveys

Discounts and Promotions

Bottom of the funnel

Stage 1 (First 12 months) Stage 2 (after 12 months)

Tie ups with

Social Media Newspaper Social Media

E-mail YouTube Pamphlets & Billboards

Referral Video & Affiliate Sponsoring Events Partnerships

Thank You for erica.gulati@gmail.com

your time and

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