Long term sales action plan for XYZ education

product.

By: Vikas Vashishta Consulting

An Overview:Phase 1: Understand the market & identify the pain.Phase 2: build a innovative and trust worthy solution.Phase 3: Test the solution in real time (deploy the XYZ in

at least 10 to 15 schools).Phase 4: Do the rework, cultivate a trust in customer.Phase 5: Test it in broader range (test in all type of cities,

education boards and with at least 50 schools) and create a brand positioning.

Phase 5: let our user become our advocate.Phase 6: Get ready for the mass adoption.Phase 7: Create the huge demand in market.Phase 8: Capture the market in mass.

FY 16-17First year of XYZ school module launch:

Phase 1: Understand the market & identify the pain.

Phase 2: build a innovative and trust worthy solution.

Phase 3: Test the solution in real time (deploy the XYZ in at least 10 to 15 schools).

Sales & Marketing Plan For XYZ

School Module for academic year

2016-17.

Objective: NOT JUST SALES To understand the hidden challenges, product deployment cycle in schools and engagement cycle of each stake holder so that next year we can plan for a rapid expansion.

Key stake holders & Value Proposition

Students: Will be able to devote their time and energy in more structure manner to claim the success in the most optimal manner.

Parents: One of the most benefited segment, would

be able to understand the capabilities and area of improvement of the ward in depth and in timely manner.

Schools: Each level of participant i.e. Teacher, HOD,

principle, director etc would be able to take more informed decision to perform their task in better manner.

Positioning Statement

Learn how to learn Student: Discover and unleash your hidden talent and

learn how to ace your downside with a systematic study approach and ensure the success is yours.

Parents: Every child is different so need to be treated differently. Learn how to understand your child’s talent and needs better.

School: Learn how to make more informed decision and how to ensure the 360 degree growth of each student.

Psychology of key stake holders

Students-The end user the product-will follow the instruction given by school.

Parents-The end user of our product-if trusted our values, can build pressure on schools.

Schools-The delivery channel of the product- generally follow “what is for me in it?” approach.

Market Segmentation

Public Schools

50%Private Schools with

no or ineffective computer labs

33%

Private Schools with effective computer

labs17%

Students Distribution

Setting priorities 1. Private schools with effective computer labs: Our

most preferred and ready to buy segment. Only this segment will be targeted for initial 1or 2 years.

2. Private schools with NO or Ineffective computer labs: This segment may need an extra effort from our side to address their basic infrastructure challenges. We will approach this segment with bundled product. (Lenovo and Airtel would not mind giving us some discount if we commit good numbers)

3. Public Schools: Once we attained some first hand experience with private schools, we will hunt for govt deal. (Why cant a tablet like Aakash has XYZ inbuilt?)

Setting Target: Overview Test the product with as many

variations as possible. (city, education boards, school types etc.)

At least 12 schools, 6 cities and 6 education boards.

Ensure the quality services and support.

Setting Target: In Action

FIITJEE Associated schools: 67 schools in 25 cities

FIITJEE World School: S.S.C. Board of Andhra Pradesh

Delhi NCR: CBSE School Board Mumbai: Maharashtra State Board and CBSE Pune: Maharashtra State Board and CBSE Hyderabad: Telangana Board and CBSE Tamil Nadu: Tamil Nadu Board and CBSE Bangalore: Karnataka Board and CBSE

Action Plan: June- July Survey of the market while building a

strong relationship with the school principles.

- Conducting primary survey in more than 30 schools in 6 cities and understanding their views about the various grey area such as: * Subjective v/s Objective * Online v/s Semi-Online

* Compulsory v/s optional etc.. - Finalize the product features and

deployment method. - Be in continuous touch with school

principles (notification, thank you notes, small gifts etc..)

Action Plan: Aug. - Oct. Promotions and relationship

building time: At this time we will conduct State level online competitions followed by a National level competition where all schools can participate. and will also participate in various education events to build the relationship with school officials.

Action Plan: Oct- April

Getting StartedHome work: Prepare all online and offline marketing

assets. (will be done before 15th Oct) - Website

- Marketing Collaterals- Pricing Plan and commercials- Product delivery and support mechanism- Agreements- Proposal- Product Demo

Action Plan: Oct.- April.

Getting Started Home work: (will be done before 15th Oct) - Product deployment process.

- Presentations- Communication strategy- Coordination with centre heads- Team: # Five team consisting only one sales manager in each will be hired from local area of Hyderabad ,Tamil nadu, Bangalore, Mumbai and Pune.

Action Plan: Oct.- April.Getting Started

Home work: (will be done before 15th Oct)# One sales manger would be hired extra as a backup.# One coordinator would be hired to help sales managers

with more lead generation and follow ups.- Reporting & control mechanism. - Presence on online platforms such as Facebook,

Linkedin, twitter, SEO, Blogs and Videos.- Online paid camp. to generate new leads of schools

through Linked-In and Google display network. - Make the list of all targeted schools.- Discount and offer strategy.

Action Plan: Oct.- April.

Hit the marketStep 1: Start with references, relations we build from past events and close one big player in each targeted city.

- FIITJEE associate schools- FIITJEE world school.- Schools who are reputed and showed a

high level interest in the product in past events

Action Plan: Oct.- April. Step 2: - Start approaching the rivals and follower

schools.- Host a local event for mid level schools.- Ensure schools that they will be displayed in

our local promotional ads in May to July.

Step 3: Ensure to touch all the eligible targeted

schools in targeted areas. (F2F meetings, mailer, post card, etc..)

Action Plan: Oct - April Step 4: Make sure at least one leader

in each type of schools is on board before we approach April.-School Chain -Global School -Individual English medium schools -CBSE -State Board etc..

Action Plan: Oct - April

Marketing activities to support sales team

- Only low cost and viral activities will be done till April 2017.

- The objective of all these campaign will be to create a brand awareness in local area so that sales team gets a better response from schools.

Action Plan: Oct - AprilMarketing activities to support sales team

Tactics:Social media and viral:

#its my turn to learn # Gupta ji ka ladka : Now there are better things to compare.

PR through Corporate social responsibility: Help the local poor guys to study and get the media coverage.

Social experiments in local area.Etc.. Etc..

Action Plan: May-July

Very smartly built ATL*, BTL, TTL and online activities focusing on the parents

Pros:1. As by this time, we would have been touched a large number of schools. If we did the promotional activities targeting to the parents, chances are these parents will ask the school about XYZ and school realize a business opportunity in it.

Action Plan: May-JulyPros:2. While doing these activity we would get the highly

interested leads which will be converted very easily.3. These activities would surly uplift the sales by multiple

fold. 3. There are chances that we might discover a new segment

of schools who are interested in XYZ. (No wonder we received a good response from mid level or Hindi Medium schools as XYZ could be their USP in local area)

Cons:1. If product did not met the expectation of parents or

schools, brand name of XYZ will be affected in negative manner.

Sales Action Plan: May-July

Follow up, Follow up and Follow up- All the sales team would be focusing on follow up the old leads.

- Discounts and offers would be given to the schools.

- One or two account manager would be needed to handle the converted schools.

Milestones:

2016 2017

Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May

Milestones

Go-to-MarketMilesto

nes

Product Features Finalized

MVP complete school module

Survey Local Events

Sales tools ready

Sales team

on field

Viral and PR

activities

Discount and offers

live

National Event At least

one sale/city

Competition Management Till date only a few online test series or

study material type of companies with very limited stake of market is present in the market. There no one who is a direct competitor of XYZ schools module.

Still in the online world it is common to copy the idea of a emerging company, scale it before the emerging company and capture the major stake in the market.

Competition Management There are only two ways to avoid such

situation - Make your product so unique that it becomes very hard to copy.- Build a very strong trust in market, capture the market at very high speed.

- We will do both.

Pricing Strategy:- Keeping in mind

1Rs/subject/day/Student, we need to build the pricing of each product for each class.

- Once we finalize the product’s function features after the survey, we would be in better position to take a call on pricing.

Budget Though the better projection of budget could only be given post

survey as then after we would be in a better position to gauge that

which kind of promotional activities would be need to capture the

market, still a broad idea says that the budget for sales and marketing for year 2016-17 would be approx 1.6 Cr including manpower. (kindly

check the detailed budget in attached spread sheet)

Dependencies Product development:- XYZ School Module MVP live: 15th Oct.- Would we be able to generate the

content for all targeted boards ?- Could we get a small online test series

on which we can conduct a inter school online test championship in late Aug. ?

Kindly refer to the attached xl sheet for detailed dependency sheet.

Expected out come form 16-17:- XYZ schools module live in 12 schools in

6 metro cities.- First hand experience of product

implementation and buying cycle.- Marketing attribution modal

development.- Basic sales and marketing team

development in 6 cities.- Client base to show case in next year

promotions.

Sales & Marketing Plan for Academic Year 17-18

Marketing Plan for Academic Year 17-18

Phase 1: Understand the market & identify the pain.Phase 2: build a innovative and trust worthy solution.Phase 3: Test the solution in real time (deploy the XYZ in at

least 10 to 15 schools).Phase 4: Do the rework, cultivate a trust in customer.Phase 5: Test it in broader range (test in all type of

cities, education boards and with at least 50 schools) and create a brand positioning.

Phase 6: let our user become our advocate.Phase 7: Get ready for the mass adoption.Phase 8: Create the huge demand in market.Phase 9: Capture the market in mass.

Marketing Plan for Academic Year 17-18

Public Schools

50%

Private Schools with no or ineffective computer labs

33%

Private Schools with effective computer

labs17%

Students DistributionMajor efforts

Test and moderate efforts

Overview of Sales Plan in Year 17-18

Unlock new metro cities, as per phase I strategy:- Kolkata- Ahmadabad- Jaipur- Kanpur- Indore Expand the reach in old metro cities: Test the XYZ

school module with 50+ schools in metro cities. Conduct survey in tier II cities to understand the

psychology of parents and schools. Survey in schools where infra in not at per our need

and check what can be done. Tie ups with ISPs or Computer manufacturers to give a

combo plan for these schools.

Overview of Sales Plan in Year 17-18

Develop the special combos for B Grade schools.

Hit the schools of tier II cities near the old metro cities where we have few big names on board.

Borden the scope of marketing: Few national level marketing stunt can be done this year. (Chetan Bhgat will not mind a tweet about XYZ if we make it worthy )

Sales & Marketing Plan for Academic Year 18-19

Marketing Plan for Academic Year 18-19

Phase 1: Understand the market & identify the pain.Phase 2: build a innovative and trust worthy solution.Phase 3: Test the solution in real time (deploy the XYZ in

at least 10 to 15 schools).Phase 4: Do the rework, cultivate a trust in customer.Phase 5: Test it in broader range (test in all type of cities,

education boards and with at least 50 schools) and create a brand positioning.

Phase 6: let our user become our advocate.Phase 7: Get ready for the mass adoption.Phase 8: Create the huge demand in market.Phase 9: Capture the market in mass.

Marketing Plan for Academic Year 18-19

Public Schools

50%

Private Schools with no or ineffective computer labs

33%

Private Schools with effective computer

labs17%

Students DistributionCapture major stake

Major marketing efforts backed by sales efforts

New sales team for this segment, start meeting the govt. officials and vendors

Overview of Sales Plan in Year 18-19

Rapid expansion in all metro cities, capture a major part of the market.

Intensive efforts to capture the market of tyre II cities.

Pan India rapid expansion of sales team. Start the aggressive ATL marketing targeted to

areas where we need to push of product.- Targeted TVC - Newspaper ads

- Radio ads (all targeting to parents to ask school about XYZ)

Overview of Sales Plan in Year 18-19

Form a new sales team specially focused to get the contract from state and central government and their vendors.

Build a very strong trust and brand value in parents and schools.

Sales & Marketing Plan for Academic Year 19-20

Marketing Plan for Academic Year 19-20

Phase 1: Understand the market & identify the pain.Phase 2: build a innovative and trust worthy solution.Phase 3: Test the solution in real time (deploy the XYZ in at least 10 to 15 schools).Phase 4: Do the rework, cultivate a trust in customer.Phase 5: Test it in broader range (test in all type of cities, education boards and with at

least 50 schools) and create a brand positioning.Phase 6: let our user become our advocate.Phase 7: Get ready for the mass adoption.Phase 8: Create the huge demand in market.

Phase 9: Capture the market in mass.

Marketing Plan for Academic Year 19-20

Public Schools

50%Private Schools with

no or ineffective computer labs

33%

Private Schools with effective computer

labs17%

Students DistributionCapture major stake

Capture the major stake

Use the relations built in last year

Above the linemarketing withhuge marketing budget

Overview of Sales Plan in Year 19-20

Tweak the product a bit and open the XYZ for individuals, whose schools still does not have the XYZ.

Huge online & offline efforts pan India targeting to individuals and schools both.

Multiple pan India meets and online competition.

Capture a major stake in the market and keep focusing on innovation to hold the market position.

Start few contracts with State or Central govt.

Thank you