STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

VISION: To be the first-choice provider of high-quality skill and career development in every corner of India.

MISSION: Empower youth to impact India’s future by walking with them towards a better life.

SCOPE OF SOP: The focus and objective of the SOP is to bring uniformity in the processes to create world class
workforce development program, right from mobilization to placement of a candidate.

Author Zakir Shaikh

Reviewer EB Leadership Team
Authorizer Girish Singhania

Effective date 1st April 2021

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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

Table of Contents

Local Sales & Marketing Plan .................................................................................................................................... 3

Timelines: .............................................................................................................................................................. 3
Target Orientation (E-On & ECA): ......................................................................................................................... 3
Village/Slum/Community Center/Colleges selection: .......................................................................................... 3
Social Media: ......................................................................................................................................................... 4
Student Referrals: ................................................................................................................................................. 4
Business Partners planning: .................................................................................................................................. 4
Planning of marketing activities ............................................................................................................................ 4
Request approval & funds for LMP: ...................................................................................................................... 4
Batch Calendar ...................................................................................................................................................... 5
Fieldwork................................................................................................................................................................... 5
Goal: ...................................................................................................................................................................... 6
Activities: ............................................................................................................................................................... 6
Lead Management .................................................................................................................................................... 7
Lead Generation:................................................................................................................................................... 7
Business Partner Development:............................................................................................................................ 7
Leads follow-up & Enrollment: ............................................................................................................................. 8
Issue Resolution / Escalation Matrix ......................................................................................................................... 9

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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

Local Sales & Marketing Plan

To create right and effective sales & marketing plan

To ensure that no money is wasted behind ineffective sales & marketing.
WHY
To ensure that there is a standardized and effective sales & marketing plan for every
month

Owner: BUSSM
Collaborators: CM, Counsellor & SO

Timelines:
 LMP request must be submitted to BUSSM – by 23rd of every month for the subsequent month
 BUSSM must provide an analysis and finalise the LMP – within 02 days after receiving the LMP tracker
 BU Head must discuss the LMP with the CMs, BUSSM and send the final LMP to Central Sales Team for
recommendations
 BU Head and Central Sales Team must discuss and finalise the LMP by the 27th of every month
 The Central Sales Team must send the final LMP to the CEO for approval by 28th of every month
 The Central Sales Team must send the request for LMP disbursement along with approval to the
Finance Team by the 29th of every month
 The Finance team must transfer the LMP funds by the 3rd of the subsequent month.

The CM & BUSSM must make the LMP (Local Sales & marketing Plan) for the centers during the Center Business
Review meeting and the details of the LMP must be updated in LMP tracker.
The LMP plan should consist of the following;

Target Orientation (E-On & ECA):

- Review the enrolment target vs actuals up to the previous month for the entire year
- Arrive at the clear course-wise targets for the current month
- Break down the target into different sources through which the target (virtual & field) can be
achieved.
- Brainstorming session on new ideas to ensure greater enrolments at the center
- Prepare the LMP keeping the enrolment / revenue target in mind
Village/Slum/Community Center/Colleges selection:

- Review every Village/Slum/Community centers covered in the previous month and the response
received from each Village/Slum/Community centers
- Decide which of the Village/Slum/Community centers covered in the previous month should be
covered again this month as a follow-up of old Village/Slum/Community centers.
- Decide the new villages/slums/community centers to be covered this month based on population of
the targeted place and student availability in the same.

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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

- Fill up the LMP with the list of new village/slum/community centers per SO that will be covered in
the month.
Social Media:

- Review each social media activity covered in the previous month and the response received from
each social media platform.
- Decide which activity or platform covered in the previous month should be covered again this month
as a follow-up.
Student Referrals:

- Review each center’s referral activity covered in the previous month and the response received from
each student on ELITE.
- Refer to the Refer & Earn Policy available on the website
Business Partners planning:

- Review Business Partner meetings (NGOs, SHGs, social workers, etc.) done in the previous month
- Decide the Business Partners to follow up with in the current month
- Decide the number of new Business Partners to meet this month
- Planning visits to Schools & Colleges and initiate pitching to schools & colleges
- Review Institutional tie-up meetings (colleges, computer centers, training institutions, etc.) done in
the previous month
- Decide the institutions to follow up with in the current month
- Decide the new Institutions to meet this month
- Arrive at the total funding requirement for the month and send a mail with the request of funds to
the BUSSM.
Planning of marketing activities

- Review execution of every marketing activity done in the previous month

- Review response to every marketing activity conducted in the previous month through the Monthly
Center Report
- Plan marketing activities for the coming month
- Ensure standard marketing material (Hoarding, Pamphlets, Posters) are available at the center and
only BU Head approved marketing material is being used.
- Ensure that the budget of the marketing activities is within the prescribed limit.
- Any increase in budget needs an approval in writing from BU Head.

Request approval & funds for LMP:

- The LMP request with the updated LMP tracker must be sent to BUSSM (Business Unit Service
Manager) by the CM.
- BUSSM must check the LMP tracker and compare it with previous 3 months LMP activities and
provide an analysis to the center team.

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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

- On the basis of analysis provided by BUSSM, BUSSM & CM then send the revised LMP plan to BU
Head for approval.
- The BU Head must share and discuss LMP plan with Central Sales Team and make the changes if
required.
- Central Sales Team must discuss Final LMP with the CEO and post approval send the request to the
Finance team for the disbursement of funds.
- The Final LMP plan to be shared with the ECA team and funds to be disbursed accordingly.

Batch Calendar
- Batches must be planned & started as per pre-defined Training Calendar only which is visible on the
website.
- CM must create the ECA batch calendar keeping in mind pre-defined Training Calendar for Pan-India
operations and thus, the trainer’s availability and occupancy.
- The pre-defined Training Calendar will have the Batch start date, Time, Trainer, Course bifurcation &
Course name, Guest lectures and Field visits (If applicable)
- The calendar will be synced with Student Portal, hence the students will be aware about their class
schedule at all times.
- The batches must be created by the CM on ELITE in line with the pre-defined Training Calendar.

Note, ECA Online training will be done by the ECA Master Trainer.

Fieldwork

To ensure that as a team, the Academy achieves Enrolment & Revenue targets as per plan
To ensure that fieldwork results in students visiting the website and the Academy
WHY To ensure that fieldwork is very focused
To ensure that a network of villages/community centers and influencers is created
across the district

Owner: CM and SO

Collaborators: BUSSM, Counsellor

Target Per Month: Minimum enrolments as per the below table.

Sources Minimum
Business Partners 5
Referrals 5
Marketing 7
Cold Calling 8
25

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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

Goal: Meeting of inception target based on the project & building an eco-system for the academy within the radius of
20 KMs.

Activities:
Following are the channels through which a SO/CM/BUSSM can source candidates and the metrics we must track to
ensure quality output:
Activities
Pamphlet
distribution/Poster/
Canopy activity in busy
areas i.e. bus stands,
railway station etc.
Meeting candidates in a
job fair is also part of this.
Business Partner – this
could be an NGO,
consultant, coaching class,
local influential person or
Govt departments like
employment exchange.
College/ institute
database
Student referral scheme
Advertising – TV, radio,
newspaper, newspaper
insert, Social media
platform etc
Owner Outline of the activities
SO Ensure Leaflets are designed and approved by HO.
Pick your target audience.
Ensure maximum people get to know about EduBridge.
CM & The SO or CM must identify the potential BP lead.
BUSSM CM along with the BUSSM (if required) must meet and close the lead.
An MOU must be signed only if the BP is ensuring 5 to 10 enrolments per
month.
BU Head must approve the commercial.
CM & SO and CM to identify the potential colleges.
BUSSM CM must pitch the product to the concerned person and finalize the demo or
get the database.
Demo must be done by the CM/BUSSM (TEM can help the team if required)
Presentation and lead details must be uploaded on ELITE.
Trainers CM must ensure that the Trainers have collected at least 2 referrals from each
& CM student before ExLAT
Referrals data must be updated on ELITE.
Commercials will be as per the organization wide Refer n Earn Scheme as
updated on the website.
CM CM must identify the local TV channels, Radio & newspaper which is prominent
in that area.
CM must collect the required collateral from the Central Marketing Team and
share with the agency

Note,
CM must choose at least 2 major activities (other than referrals and advertising) and track performance of the
activity via ELITE
SO KIT: SO must carry the SO kit while going on the field. The SO kit consists of the following:

a- EduBridge bag
b- EduBridge T-shirt
c- Pamphlets/ Leaflets

- SO kit will be provided after completion of probation period.

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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

- Acknowledgment to be signed by the SO after receiving the KIT.

Note, it is mandatory for SO to have android mobile with good internet connectivity as he will upload lead directly
on the website post meeting with students.

Lead Management

To ensure maximum leads generated by the sales team are converted into enrollments
To ensure thorough follow-up of all leads
WHY
To ensure that the number of students walking into the center meets the inception
target

Owner: Sales Officer, Center Counsellor

Everyone must refer only to the below for pitching products to new/prospective learners:

1. Website: www.edubridgeindia.com
2. Youtube: https://www.youtube.com/c/LearnOnlinewithEduBridge

Lead Generation:
- Whenever the SO collects a lead, he should verify the number at the same time by calling the
number and confirming if its ringing.
- The lead details must be immediately uploaded on the website by the SO & the number must
be verified. He must encourage students to create and complete their profile on the EduBridge
Student Portal.
- All leads received by the ECA Counsellor must be followed up immediately and the student may
be invited to the academy or encouraged to go through the ECA center page and course details
page on the website.
- Every student must be informed about the list of documents that the student will have to
upload on the website by the CM and Counsellor.
- It has to be ensured that the student details entered on website are accurate and in-line with
the documents submitted by the student.
- CM must ensure the continual flow of quality leads from the best source.
- The incentives to be shared with SOs, BPs, references as the CM see fit.

Business Partner Development:

- The CM & BUSSM must ensure that the quality BPs are developed.
- The CM & BUSSM must follow-up with each BP met by the SO.
- Each BP must be given an official letter from the EduBridge Academy signed by the CM/BUSSM
welcoming them to the EduBridge BP Family as per the prescribed format.
- Each BP must also be handed an EduBridge BP kit. The kit consists of the following:
a- Welcome Letter – (link to download format –)
b- Brochures
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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

c- Pamphlets/ Leaflets
d- Posters
e- Banner

- Details of the BP must also be collected and uploaded on ELITE through website– (bank account
details must be collected and updated on ELITE)
- After each Center Meeting, an SMS must go to all BPs informing them of the batches starting in the
month and the requirement of candidates for the same
- There must be a BP Day conducted at the center each quarter. This can be planned in conjunction
with the Convocation and be conducted on the same day.
- During the BP day, the CM must discuss all the programs/courses applicable to the center and plan
the work with the BPs. The incentive that BPs will receive should also be discussed. Arrangements
should also be made for light refreshments.
- There should be a word of appreciation for the high performing BPs of the previous month

Note, BUSSM & CM must consult BU Head for BP’s commercials and take a written approval of the same. MoU must
be signed with the BP, Only the BU Head can sign the MoU on behalf of EduBridge.

Leads follow-up & Enrollment:

Leads Follow-up:

- The Counsellor must check ELITE every day and must be logged into ELITE throughout the day.
- The Counsellor must follow-up & assist students to create their account and complete their
profile on the EduBridge website and Student Portal.
- Once the profile is created, the website/portal will display recommended courses for the
student.
- The counsellor must counsel the students accordingly and suggest the course.
- The counselling to the students should also include some conversation regarding aspirations of
the students and how the course will help the student achieve his / her aspiration.
- The Center Counsellor must enter the details of the follow-up on ELITE, select appropriate
status and then assign the next follow-up date if required.
- If a student has walked into the center through marketing or through a BP or any other means,
then the Counsellor has to follow below steps:

a- Ask students to register on the website and select appropriate source.

b- Assist students to create his/her account on student portal & complete the profile.
c- Once students’ profile is completed, list of recommended courses will be displayed
on student’s portal.
d- Then the counsellor must counsel the student according to the recommended
courses and ensure the right students is enrolled for the right course.

- TAT for the first call to the students shouldn’t be more than 2 hours if student data received in
office hours.

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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

Enrollment:

- Counsellor must explain the blended training methodology to the student (Learn with the
Master Trainer+ Learn at the Academy & Learn by Yourself)
- Student must choose the batch schedule as per the batch planner displayed in the student
portal
- Student must upload/submit the required documents online through student portal.
- Enrollment in the batch will be based on the highest qualification held at the time of
enrollment.
- Counsellor must validate student credentials against the documents submitted by him/her.
- Upon successful payment, student will get a complete access to view the curriculum of the
course and access to the content
In some courses and projects, students will have to go through a Selection Test and pass before they can enroll into a course:
- Student must take and clear selection test.
- Upon clearing the selection test, the student will be asked to pay course fees online.
- It is mandatory for the student to clear selection test for enrolling in a batch.

Note, Students who are not eligible for ECA should be pitched for online courses. ECA Counsellor must assign such
leads to E-On counsellor instead of marking them dropout.

Documents verification and documents validation:

Steps Action
Section-1: Documents upload
1 Learner visits the website
2 Selects the course that the Learner wants to enroll for
3 Clicks on “Enroll now” & chooses the schedule/slot to proceed further
4 Document page will open with the list of documents in which the Leaner is required to upload the documents
5 The learner has to browse and upload documents (The learner will have access to preview the uploaded document- incase
if he/she wants to check documents that he/she has uploaded.
6 Upon document submission a notification will go to the learner mentioning that the documents are successfully submitted
Section-2: Document validation and verification
6 Upon documents submission by the learner, a notification will go the respective Center Counsellor for document validation.
7 Centre Counsellor must login on ELITE→ Go to the leads→ View and validate the documents. If the documents are in line
with the PBF.
Counsellor will approve the documents within the TAT: 24 Hours.
8 Once documents are approved by the Counsellor, the documents will go the respective OM for final approval. OM will be
notified via system generated e-mail notification. Upon receiving the email, the OM must verify the documents and
accordingly provide final approval on ELITE.
TAT: 24 hours
9 Once documents are verified by the OM a system generated email notification will go to the learner confirming that her/his
documents are approved.
10 Upon final document approval, the learner will get the zoom link for the training.
Section-3: Document Re-submission
10 If the Counsellor finds out that the documents are not as per the PBF – the Counsellor must reject the documents on ELITE.
Upon rejection, a system generated email will go to the learner informing them that his/her documents are not verified
with the reason of rejection along with the link where the learner can resubmit the documents.
11 Once the documents are re-uploaded by the Learner – Step 6 to 9 to must be followed.
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STANDARD OPERATING PROCEDURES

Title: SOP for Sales & Marketing SOP No.: EDU/001

12 If OM finds out that the documents are not as per the PBF, he/she must reject the document on ELITE.
Upon rejection, a system generated email will go to the Counsellor and the learner informing them that his/her documents
are not verified with the reason of rejection along with the link where student can resubmit the documents.
13 Once the documents are re-uploaded by the learner – Step 6 to 9 to be followed.

Please note,

In each batch 10% exception will be allowed where in if the learner fails to submit correct documents then the BU Head
has the provision to approve those learners for enrollment. % of such student should not be more than 10% in any batch.

At every stage and for every action (Documents Approval/Rejection/Exception done by the BU Head) detailed logs will be
generated on the ELITE and it will be accessible to the entire Ops team.

Issue Resolution / Escalation Matrix

To ensure resolution of all issues within turnaround time (TAT) to enable smooth operations
To ensure that issues are raised with senior authorities in case issue not resolved
WHY
within stipulated TAT
To ensure that there is accountability at each level

Please note that these issues can be raised by anyone in the organization. The proper channel of
communication must be followed while raising issues – All issues must be raised only with the help of the
Freshdesk Ticketing Tool on ELITE.

Any issue related to ELITE/Website/Student Portal (Sales, Training, Placement,

Operations)
Query/Complaint Raise a ticket using the FreshDesk Ticketing Tool on ELITE
TAT for resolution 72 hours
Escalation – Level 1 Email the ticket with complete details to Reporting Manager with a cc to the BUSM
TAT for resolution + 3 days from the date of receiving the escalation
Escalation – Level 2 Email the ticket with complete details to the BU Head with cc to Ops Head
TAT for resolution + 3 days from the date of receiving the escalation

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