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war Nishant
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Team NP
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Profiles

Piyush Gadew
ar Nishant La
khpati

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and no where else.
 A Step Towards Sustainable Education
Providing affordable Notebooks and Stationary to facilitate a better education
experience

Team NP
Piyush Gadewar | Nishant
Lakhpati
 Situational Analysis Product Marketing and Promotion Distribution Others Financial

“Education is the most powerful weapon that you can use to change the world”
~ By Nelson Mandela

Indian Education Sector Government Initiatives Pain Points

• Every year, an average Indian Annual Average spend • Each year, Indian government spends about
High cost Different price every time
spend about Rs 5240 in rural 2.8% to 3.1% of its GDP on education
₹ 71,620 you purchase the same
area and around Rs 16,000 in ₹ 58,555 ₹ 58,928 ₹ 63,280 • Various schemes such as Mid day meal, are
Unregularized notebook
urban areas, on education ( in a ₹ 37,707 there to promote the education in rural pricing
country with average per capita background High dependence
income of Rs 10,500. • More focus is given on primary and higher on seller
education Availability of a
• These are the average figures.
favourite
Law

Medicine
Management

Engineering
IT/Computer
We know that the cost of High wastage from the
brand sustainability point of view
education is much higher than Indian Notebook Market
these.
• Indian stationary market is more than Rs Problem and Gap Analysis
4,000 Cr.
• Most of the market (around 70%) is dominated • There is a huge gap between the customers
Private
Cost Breakup • 20% of the total spend on by the unorganized sector expectations from the notebooks, in terms
Others, education is spent on of cost and usage, and between what is
coaching, 5% • Because of this the cost of notebooks varies
Books and stationary highly across the country and is high because available in the market.
12% • It is safe to assume that a large
of the unregularized market • A huge unregulated market in India is
Transport
part of it went to notebooks • Although the middle class segment is ready to available, to provide a better value to the
, 12%
Fee, 51% and copies, which is an pay for the high price, it somewhere hurts customer, and reduce the education burden
essential part of any stationary the pockets on the lower middle class, and lower class.
Books and • Because of such high cost, • For the rural population, the cost of stationary • No partnership with the Private players till
Uniform, 20% many students are not able to is still a huge burden now in the education sector, where they can
complete there education • No proper customer segmentation in the play a major role, in terms of CSR or
market promotions.
Situational Analysis Product Marketing and Promotion Distribution Others Financial

The BIG Idea Unique Selling preposition (USP)

• Cost efficient notebooks, that will 1. Keep the notebook cover updated and changed cover design every month
not hurt the pocket of lower class and 2. Adding the excitement for the children to continue the excitement to buy
lower middle class notebooks
• Will also give the organizations a 3. A dedicated phone application to
better chance to showcase their • Customize the cover according to your set of interests.
products to their present and future • Order the notebooks at any time of the day
Private Players customers • Check the prices and keep a tab on the new product launch
• Track your order delivery
• Lower the cost of your product by selecting the number of acceptable ads
IDEA Is on your products
To Introduce, not the conventional but subtle 4. Lowest cost in the market with a dedicated brand shop in your area
ads on the cover page of the notebooks
Competitor pricing comparison
To create a cost sharing model with the private
players so that the cost of notebooks can be
reduced to a considerable rate

To take the position of cost leadership, and Standard offerings A4 size; 172 pages A4 size; 172 pages A4 size; 172 pages
provide the customers with quality products at a
lower rate Price Rs. 25 to Rs.30/ notebook Rs. 65 / notebook Rs. 60 / notebook

The Product

• The number of ads. can increase up to 4
• The Ads. shown will not be direct but Hidden advertising
• The designs will be revised on monthly basis to keep them fresh
• A QR code will be provided to download the application, which
will also help us to understand the effectiveness of our
advertisement
• The informative back page will keep the children curious
• The other products like premium stationary for the office use
• Those products will be ad free
• Other product extension will be delayed, as they can hamper the brand
• Most product innovation will be in terms of cover designs, for example,
interactive stick the stickers notebooks
• Transparent covers will be provided with the notebooks, to avoid the
situation where the notebooks are completely covered
 Situational Analysis Product
Value Preposition
• The customers get a high quality, low cost product,
which easy the educational burden
• The customers get to know about the brands that
they may not be aware of
• The customers can also be a part of discount
campaigns that runs on our phone application, as
well as on the notebooks via advertisement
• D2C models again allows for the low cost
product,
thus transferring the benefit to the end customer
For Customer
Market Size and Opportunity
• Total market size of paper stationary (Notebook) is Rs
3000 Cr.
• With increasing literacy rate and growing economy, the
scope of expansion in the mostly unorganized sector is
huge
• The huge market of low income population can act as a
huge market for the player like Notead, and has the
potential to disrupt the market
• It is not easy to generate a competitive advantage, if you
are not an early mover in this segment
Marketing and Promotion Distribution
• Brands and organizations can directly target their
future customer base
• The influence of marketing on notebooks are huge as
they are for a considerable duration of time with the
users
• The cost of customer acquisition reduces
considerably
• The brand has the chance to get imprinted on the sub
conscious minds of people, when they have seen the
brand around them for long
For Organizations
SWOT Analysis
S
• Can provide the customers with low cost
products
• Benefit for small business and customers
also
W
• Some parents may not be comfortable that
their child is exposed to advertisements
• Have to get the attentions of brands
regularly
O
• 70% of the market is still unorganized,
• A huge population looking for affordable
education and study material
T
• Cheap Chinese notebooks entering in market
• Population moving towards digital notes taking
• A digital note taking product introduced
Others Financial
Marketing Strategy
1. Aware
Making the customer aware, that our offerings can be
an alternative to the products / notebooks available in
the market. This can be done by
• Collaboration with various schools,
• Outside schools stalls (where parents wait for their
child for the school to get over),
• Conventional print media ads, explaining our
offering and how we are able to provide at low cost,
• On our own products
2. Interact
Giving them a hint of our products and offering by
• Providing small notebooks as a sample, and
explaining our business model to them in those
notebook inside cover
• Giving them a QR code inside to download our
application and help them to understand our
offerings
3. Retain
Once the customer understands the value in offerings
and the benefits of the same, to retain the customer
• We have to keep our prices low as compare to
competitors
• Have to make sure that No direct marketing ads are
on the notebooks, and only subtle and hidden
advertisements are there
• Keep updating the designs and new brands
onboarding, to keep the designs fresh
 Situational Analysis Product Marketing and Promotion Distribution Others Financial

• Having our own store will help us reduce the cost of distribution
network.
• Reliability on other vendors or distribution network will be costly
• Notebook manufacturers, • We can take the distribution of other stationary items, and earn
Our own
that don’t sell under any profit margins on that as well
branded store
brand and are suppliers to • The store can also rely on for any complaints or as a warehouse for
local manufacturers the notebooks that will be delivered online
• Freelancers and design artist,
who will create designs for • Collaboration with schools will help us to keep our brand visible to
Vendors
the front cover the students
Schools / • It will help us to be close to our customers and work on the regular
NGO / feedbacks we are receiving on the product quality as well as design
corporate perspective
Collaboration • NGO collaboration will help us with the volume
• Start-ups those who want to
Notead • Corporate looking for CSR activities can also be contacted to reduce
increase their reach to the
the notebooks price
audience, and whose business
model are aligned and
• The Application will help the user to order the notebooks and
targeted to general public.
collect them from school
Corporations / Delivery via
• The application will let customer to select what type of ads they
start-ups / Notead phone
prefer on the notebooks (more related to start-ups, FMCGs, MNCs,
clients application
Healthy foods, Movies etc.
• The app will help to evaluate the cost, depending on the ads they
A hyper local model, with different target segment and product line
are preferring
expansion, depending on the stature of the city.
• Real time tracking of their notebooks and other stationary.
The product offering (in terms of quality and cost) will be different
in a Tier 1 city and Tier 3 city. • Online Channels are important as they will help to sell the
Other online notebooks at a lower price in a price sensitive areas.
platforms • The ads on these notebooks will be on national level
products, and
not focused on the local start-ups.

Planet People Profitability

 Situational Analysis Product Marketing and Promotion Distribution Others Financial

Major Team Requirement ESG

Role From No. of People required Responsible for

Generating the reports on various schools present in the
1. School Managers Local 1 city, and targeting the various schools accordingly

Will help in the logistics of notebooks to last mile home

2. School coordinator Local 3 delivery, to the schools and to the stores The company will be majorly aligned with
the Goal 4 of UN ESG goals, which focuses
3. Store manager Local 1 Will look after the inventory and store management
on quality education
4. Cover page graphic Freelancer On project basis Generate new designs on regular basis for the brands that
designer are advertising with us
In House 2-3 (increase with business)
5. Executives In House 3 (increase with business) To get the business with the organizations

Target Segment The business will have the ability to

Segment 1 (Students of class 3 to 8)
These are small children of age 8yrs to 15yrs, and are still
in dependent on parents for their books and notebooks.
Profile
Thus ads will be mostly targeted to the parents and adults
as they have the buying power
Segment 2 (Other Students)
College going students, who looks for cost saving on day
to day basis. Hostel students, who don’t much worry
about what is on their cover. But carry the notebooks to a
lot many touchpoints.
generate employment for more than 10 to
15 people in a medium size city.
And can empower the local people as they
are more familiar with the education of the
area.

Attention to the cover: High Attention to the cover: Medium

Wants their stationary to stand out in the class. Has to Attention to the quality of notebook: Medium to High
Attribute These students wants there notes to continue for at least
introduce new designs,
Also, introducing engaging cover like stickers a year

Children go to the school and saw our exciting new covers
outside on our stalls or in their school samples that we
Use case
are going to give to the schools. Once the parents get to
know our preposition, they will order by our application.
Students got to know by the word of mouth about our The 70% notebooks will be made with the
cost efficient notebooks, and buy the product directly help of recyclable paper, without
from the app. Or students go to amazon and see our compromising the quality of notebook
unique idea and try our product.
 Situational Analysis Product Marketing and Promotion Distribution Others Financial

Financials
The sample size is taken while taking some assumptions, which are mentioned in the Financials File
excel file given here. Also, the pilot city is taken as Nagpur, as its our hometown and we Net Profit
are familiar with the education outlook of the area.
2.40
Yearly Projects
1.98
1st Year 2nd Year 3rd Year 4th Year 5th Year
1.62
Segment 1 200000 400000 400000 400000 400000 1.31
Total Addressable customer
Segment 2 500000 800000 800000 800000 800000 0.94

Market captured Segment 1 20000 23000 26450 30417.5 34980.125

10% Segment 2 50000 57500 66125 76043.75 87450.3125

1st Year 2nd Year 3rd Year 4th Year 5th Year
Number of notebooks required / child / year Segment 1 30 30 30 30 30
Segment 2 20 20 20 20 20

Number of notebooks sold Segment 1 600000 690000 793500 912525 1049403.75 Sr. No. Cost of Production
Segment 2 1000000 1150000 1322500 1520875 1749006.25 1 Cost of mfg. of Notebook 18 per
notebo
Selling price of each notebook Segment 1 25 25 25 25 25 2 Salary for 12
Segment 2 25 25 25 25 25 Peo
Revenue ₹ 4,00,00,000.00 ₹ 4,60,00,000.00 ₹ 5,29,00,000.00 ₹ 6,08,35,000.00 ₹ 6,99,60,250.00 School Manager 30000 1
Revenue from advertisement ₹ 80,00,000.00 ₹ 92,00,000.00 ₹ 1,05,80,000.00 ₹ 1,21,67,000.00 ₹ 1,39,92,050.00 School coordinator 20000 3
Total Revenue ₹ 4,80,00,000.00 ₹ 5,52,00,000.00 ₹ 6,34,80,000.00 ₹ 7,30,02,000.00 ₹ 8,39,52,300.00 Store manager 20000 1
Graphic designers 25000 3
Total Fixed cost ₹ 53,24,000.00 ₹ 43,24,000.00 ₹ 43,24,000.00 ₹ 43,24,000.00 ₹ 43,24,000.00 Executives 45000 3
Total Variable cost ₹ 2,88,00,000.00 ₹ 3,31,20,000.00 ₹ 3,80,88,000.00 ₹ 4,38,01,200.00 ₹ 5,03,71,380.00 Total 320000
Marketing cost ₹ 40,00,000.00 ₹ 40,00,000.00 ₹ 40,00,000.00 ₹ 40,00,000.00 ₹ 40,00,000.00
Total cost ₹ 3,81,24,000.00 ₹ 4,14,44,000.00 ₹ 4,64,12,000.00 ₹ 5,21,25,200.00 ₹ 5,86,95,380.00
Salary component for a year 3840000
3 Store opening cost in 1st 1000000
Gross profit margin ₹ 98,76,000.00 ₹ 1,37,56,000.00 ₹ 1,70,68,000.00 ₹ 2,08,76,800.00 ₹ 2,52,56,920.00 year
Tax (5% on Advertisement firms) 5% 5% 5% 5% 5%
Total Fixed Cost for 1st year 4840000
Net Profit ₹ 93,82,200.00 ₹ 1,30,68,200.00 ₹ 1,62,14,600.00 ₹ 1,98,32,960.00 ₹ 2,39,94,074.00
4 Overhead and 484000
 THANK
YOU
How much it takes to educate people in India; Cost of education revealed in four
charts | The Financial Express
An insight into Indian Stationery Market & its Potential (linkedin.com)

Classmate A4 Long Notebook - Single Line, Soft Cover, 172 Pages, 297mm x
210mm - Pack of 6 : Amazon.in: Office Products

Navneet Youva | Soft Bound / Soft cover Long Book / Notebook for students | 21
cm X 29.7 cm | Single Line | 172 Pages | Pack of 6 : Amazon.in: Office Products

India: number of enrolled students by school type | Statista

number of students in class 3 to class 8 in India - Search (bing.com)

tax on advertisement firm in India - Search (bing.com)

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