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Understand behavior, journey mapping, digital adoption, usage experience, NPS benchmarking and feedback of EdTech products / services for students and teachers

Edtech Day care centers K12

What We Do

Education journey mapping
Customer needs assessment
Product benchmarking
Voice of learners
Market potential assessment
Micro-market demand estimation
Concept testing and validation
Unit economics benchmarking
Sales force diagnostic
Brand health diagnostic
Competitive tracking
Student NPS
Teacher NPS
Online-offline enablement
Micro-market expansion
Target screening and diligence
Learning outcomes assessment
Competitive intelligence
Ad track

Education journey mapping

What the main touch points in learner journey across different product categories?
What are the specific pain points and areas for improvement at different touch points?
What is the level of satisfaction on different touch points during the journey?
How does the learning journey originate?
When does the learner feel the need for a new product / offering?
What are the channels used to identify courses, teachers, platforms, etc.?
How does the student benchmark depth of information about the course/platform?
Who are the key decisions makers and influencers that drive purchase of course?
What are the key pain points and unmet needs through the learning journey?

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Customer needs assessment

What are the key EdTech products required by customers?
What are the key purchase criteria across different product categories?
What are the product offerings customers are aware of and currently using?
What is the frequency of usage and use cases across product categories?
Are there any product offerings not available to customers? If yes, why?
What are some of the unmet needs across existing products and reasons thereof?

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Product benchmarking

What is the positioning of each platform in terms of type and diversity of courses?
What is the breadth of coverage and depth of learning content on the platform?
What is the level of control of instructors / educators, assessment evaluators, platform, etc. over learner engagement?
What are the key differences in teaching pedagogy, quality, and personalization of content on the platform?
What add-on services are provided by different platforms?
What drives users to continue engaging / discontinuing the course?
How is the experience with the customer support across different learning platforms?

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Voice of learners

What are the key adoption parameters for any learning platform?
Which learning products / services are customers most satisfied with across categories and why?
How has their experience been with different offerings across different product categories?
What are the improvement areas across product categories?
How do customers rate the sales and service experience?
What are the most important parameters that drive engagement on the platform – need-to-have vs good-to-have?
How has customer experience evolved over time and why?
What are the triggers that would make learners shift to another learning platform?

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Market potential assessment

How attractive is the market – TAM, SAM?
Which segments are driving growth – by product / service line, geography, customer segment, etc.?
How crowded is the competitive landscape?
What differentiated offerings are driving adoption?
What is the headroom for growth in the operating segments?
What are some global analogs in competing segments – how have they scaled?

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Micro-market demand estimation

What is the profile of the customers relevant for the product / services offering?
How competitive is the market in target locations – what alternatives exists?
What are unmet customer needs and demands in the market? How is competition targeting these needs?
What is the willingness to pay for above unmet needs and pain points?
How do customers rate existing products / services on key parameters?

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Concept testing and validation

What are the key nodes and challenges across the customer journey for target product / service offering?
How do customers perceive new products / services / offerings?
What pain points or latest needs can a new offering solve?
What will it take for consumers to adopt and prefer the new offering over current channels?
How can the new offering be made scalable and unique?
Where can a new offering / player create moats of defensibility around its business?
What are the key GTM implications for a new offering to be successful?

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Unit economics benchmarking

How robust is the operating model?
What are the major cost centres?
What is the capital efficiency in the business – CAC / LTV?
What will it take to scale the business – demand, supply, margins, etc.?
What operating leverage can the company create in its major product / business lines across geographies?

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Sales force diagnostic

What is the cost-of-sales on a product / company level?
How should the sales team be structured in terms of organizational hierarchy and reporting?
How should account managers and sales heads be incentivized for new sales and client management?
What does it take to onboard and deploy new sales managers in a fast-growing ed
What should the sales training cadence be like?

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Brand health diagnostic

How strong is the brand proposition in the minds of customers?
Is the brand proposition consistent across regions and products / services?
What is the level of unaided and aided recall?
What are the top 3 words most associated with the brand?
How likely are customers to recommend/ advocate the brand to others?
Does the brand have a customer pull or distributer push across products / services?
Are customers willing to pay higher fee / commission etc. for the brand?

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Competitive tracking

What is the competitive intensity in the operating segments – what are the key players?
How do key competitors benchmarking on key operating metrics?
How do different products/brands stack-up on the price ladder?
How has share of wallet evolved over time? Who is gaining / losing share?
What is the willingness of customers to switch products/brands?

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Student NPS

How likely is the student to promote their respective EdTech product / service?
How does the NPS vary across demography and key segments? How does it compare with key competitors?
What are the relative strengths and weaknesses that have the highest impact on NPS?
What are the key reasons for a customer to be a promoter / detractor?
What would it take for the offering to convert a passive / detractor to promoter?
What are the improvement areas across product categories?

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Teacher NPS

How likely is the teacher to promote the respective EdTech product / service?
How does the NPS vary across demography and key segments? How does it compare with key competitors?
What are the relative strengths and weaknesses that have the highest impact on NPS?
What are the key reasons for a teacher to be a promoter / detractor?
What would it take for the offering to convert a passive / detractor to a promoter?
What are the improvement areas across product categories?

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Online-offline enablement

What are the key channels and approach for an offline brand / offering to go online?
How can the brand / offering generate traffic and demand to its platform (app / website)?
What digital marketing avenues can the brand / offering tap to reach its customers and partners?
What tools and technology (front-end, back-end) are required for the offering to go online?
What would it take to replicate the offline experience in an online medium?

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Micro-market expansion

What are the key target micro-markets based on socio-economic parameters?
What are the different sources for new lead generation?
What are the local laws, regulations, and best practices for launching new offerings?
What partnerships and collaborations are required for a new market entrant?
What key communication channels / mediums are required to target specific markets?

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Target screening and diligence

What are the customer archetypes most likely to adopt the product / service offering?
What are the channels for tapping into different customer personas?
What are the vectors of growth for brands to tap new customer segments / behavior patterns?
Who are the key influencers that influence selection, adoption, and purchase of new offerings by the target / customer?

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Learning outcomes assessment

What are the key performance metrics for benchmarking outcomes of product / offering usage?
What are the drivers of performance across critical metrics?
What learning maps / graphs can be created across key improvement areas?
How robust is the recommendation engine for teaching and revising key concepts? How is it personalized?
How are users incentivized to engage with the platform and aim for positive outcomes?

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Competitive intelligence

What is the scale of key metrics - # free subscribers, # paid subscribers, # teachers – of the market leaders across key sub-segments?
What are the new products and features launched by market leaders? How has the adoption scaled up for these offerings?
What are the key customer pain points in various channels? How are they currently addressed by market leaders? What are the latent needs?
How does the customer acquisition cost and cost-to-serve vary across segments?
How does the extent of digital adoption vary across customer segments? What are the key drivers of digital adoption?
What is the customer feedback and net promoter score (NPS) for market leaders? How does this vary across customer segments and products?

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Ad track

What are the channels of advertising used for acquiring and targeting students / teachers / parents?
What is the efficacy of brand promotions and advertisements for customer acquisition?
How do brands / players engage with the audience – feed activity, participation, and endorsement?
What is the strength of the brand pull across the digital marketing channels?
How do players / brands track ROI / conversions across marketing channels / campaigns?

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Connect with our Education Experts

Madhur Singhal

Mentor

Aryaman Tandon

Mentor

Hitesh Gossain

CEO, Network

Amar Choudhary

CEO, Intelligence & Insights

Aditya Thakur

Growth Leader, Operations

Related Case Studies

Due diligence on a fast-growing EdTech player in India

Objective

Large technology investor wanted to a focussed diligence on customer value proposition and supply-side dynamics of a fast-growing math learning program for kids

Methodology

Parent survey (N = 465) to understand usage preferences, NPS and drivers of promotion / detraction, and renewal propensity
Teacher survey (N = 315) to understand drivers of adoption, ease of usage and comfort, platform support, and earning potential

Impact / Outcome

Client was able to understand motivation drivers of students, parents and teachers for the adoption and usage of platform, with a view on key improvement areas for the player as it scales in domestic and international markets

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Due diligence on Educational services player

Objective

Large growth investor wanted to understand adoption, retention, and churn of students from key product offerings of an educational assessment services provider

Methodology

Conducted in-depth interviews (N = 60) with student, teachers, and parents to understand drivers of adoption and usage preferences for assessment platforms
Conducted parent survey (N = 800) to understand customer experience and perception on the Target player and its services
Analysed student datasets across different school cohorts and drivers of retention vs churn

Impact / Outcome

Client was able to understand TAM / SAM of target player and headroom for pan-India growth on the basis of total customers acquired in the lifetime vs student churn and retention

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Product benchmarking across market leaders in EdTech across segments

Objective

Large PE fund wanted to benchmark product offerings, service levels, and user experience for some of the largest EdTech brands in India

Methodology

Purchased premium packages of selected courses for each platform to track and benchmark the onboarding and engagement journey
Review of 32+ hours of course content, 22+ instructor interactions, and sales conversations with N = 5 employees
Deep-dive on individual players with an overview and scoring on features/specifications where like-to-like comparisons are possible

Impact / Outcome

Client was able to picture a holistic view on the top-5 EdTech players in India across parameters including quality of content, depth of coverage, pricing, etc.

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Student and parent research to understand demand for coding platforms for kids

Objective

A technology investor wanted to assess target personas, selection process, and customer satisfaction with online coding platforms for kids.

Methodology

Conducted in-depth interviews (N = 20 IDIs) with students + parents across income groups, city tiers, and other customer archetypes (luxury goods buyer, etc.)
Mapped parent personas with the likelihood to adopt online vs in-person classes & programs to learn coding
Customer feedback on target platform across usage preferences, key selection criteria, willingness to pay, and other features & specifications

Impact / Outcome

Client was able to identify addressable market segments by the target on the back of detailed customer personas and segments amenable to adopt online coding platforms for kids

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Technology due-diligence on a SEA-based EdTech player

Objective

Global PE investor wanted to validate active users, engagement and robustness of tech-stack of an EdTech platform

Methodology

Accessed server logs to identify DAUs (free, paid) and session durations on the platform
Monitored server events data to track user activities and platform engagement
Benchmarked efficacy and stability of tech-stack of the platform for scale
Analysis on Member IDs and OEM assigned Device IDs to track month-over-month MAU growth

Impact / Outcome

Client was able to validate key operational and business metrics of the EdTech player across user categories (free, registered, paid) and their geographic spread

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User study to benchmark preferences and adoption of upskilling platforms

Objective

Large hedge fund wanted to understand awareness, adoption, and usage behaviour across upskilling platforms offering online programs in India

Methodology

Conducted learner survey (N = 323) across city tiers and program-types
Conducted in-depth interviews (N = 11 IDIs) to gauge selection process and usage behaviour across learner profiles

Impact / Outcome

Client understood the drivers of growth for EdTech upskilling market and awareness/usage of leading platforms in India
Client was further able to benchmark NPS scores and drivers of promotion/detraction of market leaders across key selection criteria, usage, and purchase behaviours

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