BUTTERFLY EDUFIELDS (BFF)

at Inflection Point
Group 3 Section A
Butterfly Edufields - Context
• Founded in 2007 with an aim to make learning
easy, enriching & engaging

• Pre 2020 - Primary business was in B2B domain –

kits used by students in school

• June 2020 – Pandemic made company to pivot to

B2C domain through e-commerce

• Agile working facilitated company emerge

stronger from challenging times

• Confident with achievement, company is looking

out for growth avenues
Problem
What other growth opportunities
should be pursued by Butterly
EduFields ?
Evaluation Criteria

• Revenue • Profitability • Brand Equity

Potential to increase Potential to increase Potential to build
revenue (25%) profitability (25%) brand or make it
stronger (10%)

• Competition • Existing Knowledge • Owning

& Skills Customer
Presence of
competition (15%) Suitability of existing Providing value to
resources (10%) customer along
their journey (15%)

4
Options
Option A : Pursue offline channel of distribution

Option B : Pursue International diversification

Option C : Pursue sales through marketplace like Flipkart, Amazon

Option D : Pursue strategy of white labelling

Option E : Offer edutainment solutions

 Evaluation of Options & selection
Option A Option B Option C Option D Option E

Revenue 10 10 8 8 6
Profitability 6 6 8 6 4
Brand Equity 8 10 8 4 8
Existing Skills &
Knowledge 6 8 10 10 6

Owning the Customer 6 8 6 4 10

Competition in Segment 10 6 10 6 10
Total
7.8 7.9 8.2 6.4 7.0

Option C i.e. Pursue sales through marketplace like Flipkart, Amazon

along with own website is selected. Subsequently, International
diversification can be followed.
Action Plan
1. Make the products available through different marketplace to expand reach

2. Based on feedback continually improve the product to suit customer needs’

3. Gain information about international markets

4. Introduce in international markets eventually

Contingency Plan
1. In case of unfavorable policy changes by marketplace – Use social media to
advertise your own website to increase traffic
Thank You!