SHEHREEN, MAHNOOR AND ZAWAR

1. Executive Summary

 For the past few years, technology has completely altered our lifestyles.
 As a student, we felt a need for an application that could instantly respond to our
questions and provide us with assistance in our time of need. Though, there are many
websites and applications that provide immediate help.
 “Ustaad” that will respond to the urgent queries of students from FSC and Matric to
university level. Students will be able to live chat with the teacher through
messages/video call, chat, or screen sharing.
Market Research
1. Secondary Research

 This segment of our plan comprises of the competitive, some of them being Khan
Academy, E-learning by PG, Ilmkidunya, Maktab, Sabak Foundation, and Educoders.
 The main reason of classifying them as indirect competitors is that Ustaad is aiding the
students by directly answering the queries presented by them unlike the rest of them.
SWOT Analysis

 Strengths: User friendly and simple application. Availability of experienced

professionals. Attractive interface. Fast responses to our customers. Low cost leadership.
 Weaknesses: Less recognition as it is new to the application market. Since Ustaad is a
new entrant, it lacks a well-established customer base. Developing trust will be difficult.
 Opportunities: Fast paced video loading. Students moving to online studies. We can get
affiliated with the prestigious and renowned schools.
 Threats: Other competitors entering the field to compete. Maintenance cost that will be
required.
 Porter’s Five Forces Model
 i. Threat of New Entry (weak)
Ustaad won’t be facing a huge threat of new entry because such apps are facing lack of awareness. As per our research, people are
searching for something better and more convenient, and the answer to their solution is Ustaad. So we won’t be facing any issue at entry.
ii. Supplier Power (Strong)
Having a single supplier won’t complicate our work; this is why our supply power is very strong. Managing multiple suppliers add extra
cost, time and labor.
iii. Buyer Power (Moderate)
As Ustaad is catering the instant needs of the students directly and also we do not have any direct competitors, so there are less chances
of brand switching.
iv. Threat of Substitutes (weak)
Ustaad has no particular direct substitute as explained above, so we still don’t have any threats of substitutes.
v. Competitive Rivalry (Moderate)
• Indirect competitors.
• No threat of being acquired by a competitor.
Environmental Analysis

 Microenvironment: Includes company, suppliers, market Intermediaries, competitor,

public and customer.
 Macroenvironment: Includes demographics, economy, natural environment, technology,
politics and cultural env.
Primary Research

 Need of customers
 Customer persona
 Segmentation. ( geographical, demographic, Psychographic, behaivier)
 Target market estimate
 Target marketing
 Positioning statement. (“For all those enthusiastic and ambitious students, who look for better,
instant and genuine guidance upon any query at the comfort of their homes, USTAAD provides them
with the solution by which they can find their own professional and verified teachers and ask or
inquire about any course of field by staying at their homes.”)
 Positioning strategy: (Application review program, Industry awards, We will reach our target
audience by maximizing our ASO (application store optimization).
 Marketing Mix
Product

 Brand name
 Unique selling point
 Business description
 Business structure
 Tag line
 Vision
 Mission
 Product description
 Interfaces
 Price
 Place
 Promotion (marketing strategy, promotion strategy)
Finances

 Total investment ( 1,500,000)

 1st Quarter

Marketing Expense 100,000

Web-Hosting 25,000
Internet 41,700
Admin 150,000
Total 316,700
 2nd Quarter

Marketing Expense 60,000

Internet 41,700
Admin 150,000
Total 251,700

3rd quarter
Marketing Expense 60,000
Internet 41,700
Admin 150,000
Total 251,700
 4th quarter
Marketing Expense 80,000
Internet 41,700
Admin 150,000
Total 271,700

Pay back period.

Quarters Cash flows Cumulative Cash flows
1st Year Rs. (1,500,000) -
1 225,000 225,000
2 350,000 575,000
3 200,000 775,000
4 330,000 1,105,000
2nd Year:5 400,000 1,505,000
6 490,000 1,995,000
7 330,000 2,325,000
8 470,000 2,795,000