collegEase

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The perfect solution for college search

EXECUTIVE SUMMARY

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What is it?

Executive Summary

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A college search app offering future planning tools and counselling. It suggests names of colleges in India, according to preferences like cut off, region, age, degree cost, ranking and highest salary and also lets the user compare colleges based on selected parameters. This app has a feature of a discussion forum where the users can pose questions to find the best answer from other users and experts.

Executive Summary

Course of action

Design the application Make the application user-friendly

by testing on a group of peopleDesign an application detail form for

all the colleges to fill in for the application

Send letters and circulars out to colleges so that they can give their details by filling the application form which will be entered in the database of the mobile application

Accept entries and re-check for errors by reviewing their website online

Debug the application

Executive Summary

SITUATION ANALYSIS

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Situation Analysis

Company overview

The Company should have a strong position in India in its category as it promises to have a mix of all the features one can find in different college applications.

It not only has features of narrowing down colleges according to selected preferences but also functions as a college comparison application and an advisor.

Market overview

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Situation Analysis

Customers

The application promises to serve people of all age groups for whom there is course available in any subject in India.

CompetitorsThe #1 competitor of the app in India is the Shiksha app. Some other application that operate on similar lines as the application are CollegeDekho, CollegeDunia and CollegeKhojo.

Situation Analysis

ANALYSIS

Expand the application with entries from foreign universities

Model the application to making it the best college search application

Improvisation of the filters to make college comparison better and accurate

Updating the server to make it a necessity for users

OPPORTUNITIES

Having incorrect data stored in the server may cause the brand name to dilute

Not having enough primary entries may make the application useless

Introduction of a similar application by a competition with expanded features

THREATS

Situation Analysis

Target Customers

Demographic segmentation:-Girls/boys who want to look for colleges for undergrad-Men/Women who want to want to look for courses/colleges for postgrad or PhD-Parents -Professors/Teachers-People from Newspaper firms/ Magazine firms

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Situation Analysis

GOALS

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Provide users the facility to filter colleges according to cut-off, region, degree cost and subject preference

Feature to compare colleges and choose the best suited college according to the preferences of the user

Forum for discussion and advice on colleges and various examinations

Get notified regarding the deadlines for different colleges

Get notified when the application forms are out

Fill the application forms with the help of the application

GOALS

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The following are the means for the application to make revenue:From advertisement for collegesCommission from referral Freemium versionMagazines and newspapers for news coverage

The company aims to cover around 10 states in the first year including the states with the metros. According to the demographics, India has an average of 40 crore students looking for colleges everywhere. So if a few of them go for the freemium versions and keeping the rest of the revenue sources active too, the target for the first year income would be 15 crores (keeping in mind the average revenue for the competitor applications)

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Goals

STRATEGY

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CUSTOMERS

All the customers, regardless of age groups will use most of the features available in the app which has been mentioned before .

The ones who are confused and want to weigh their options would go for college comparison

The ones who do not want to go very far from home would use the filter for colleges in and around their region

The ones who are confused between what subject to take and from which college, or how to crack entrance examinations would use the forum for discussions

The ones who are interested in a particular college can turn on the alerts to know the deadlines of application or entrance exams

The ones who are very serious about colleges and would want an application with exhaustive searches would fill the application form through the app

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Strategy

COLLABORATORS

The key information suppliers will be the colleges .

The primary communication partners will be social media, google AdWords, magazines and newspapers.

Guerrilla Marketing techniques can also be applied in and around cafes and colleges which students will appreciate and will help attract customers.

Strategy

COMPETITORSPOINTS OF PARITY POINTS OF DIFFERENCE

counselling from experts filter colleges based on different parameters

forum for discussion and for posing queries to find the best solution

 

shows college rankings

fill the application form for the colleges through the app

Strategy

VALUE PROPOSITION

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Strategy

CUSTOMERVALUE

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The major demands fulfilled by the offering involves creating a new platform/brand for college search and bringing about a whole new dimension to educational social networking

Strategy

COLLABORATORVALUE

After the launch of the application, the primary collaborators would be the e-commerce sites for books , college website, etc., where the consumers would be directed to for users to download the application from the play store

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Strategy

COMPANY VALUE

The company wants to create a new experience for college search and also establishing a social networking platform where people could connect on the basis of their educational preferences

Strategy

TACTICS

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PRODUCT

The key attribute and benefit is owing to the psychological needs of the consumers who find problem in searching for the appropriate college with regard to various parameters like region, degree cost, subjects offered, environment, etc.

Tactics

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SERVICEThe improvised offerings in the application from time to time can improve the service. Proofreading the data and checking for its correctness can also lead to better brand equity.

Tactics

BRAND collegEaseThe logo is simple enough to depict that it is an educational application that will make things easy . The image of the oxford cap also aids the purpose of the application.

Tactics

PRICING

$1.79 This amount seems that it’s close to a dollar whereas it’s close to $2. This amount is sufficient to attract consumers as it is not priced very high as college and school students wouldn’t want to pay much anyway. The price is more student oriented as that segment is the one the application is mainly routing for.

Free:-Ability to pose questions to get the best answer-Ability to filter college search based on like cut off, region, degree cost, ranking and highest salary-Ability to “like” colleges and save on the user’s application dashboard for shortlisting and quick reference-Ability to compare colleges Premium:-Alerts on phone and e-mail admission deadlines for shortlisted colleges-Option to fill the college application form with the help of the application (the url of the application form will be sent to the registered phone number and e-mail id) which will save time and effort

INCENTIVESThe product offers many incentives. Looking from user’s point of view, they receive myriad filter options to narrow down on their choice of college . They also participate in discussions or just read through them to understand the scenario even better. The collaborators also get the incentive of being featured in the application as a reference platform for books or plain reading.

Tactics

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COMMUNICATION

The product and its offerings will be communicated to the customers in various ways which includes :

demonstration videose-mails social networking sites cafes and restaurants stalls in campus fests or

education fests talk to school/boards toppers

and ask for their face for promotion

holding seminars in schools and colleges and also post it on their school/college social pages with due permission

Tactics

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DISTRIBUTIONThe key aspects of the offering will be delivered to the target customers through the app downloaded from the Google PlayStore or other application stores, links and advertisement on educational sites or pages for reference books.

Tactics

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IMPLEMENTATION

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INFRASTRUCTURE Chairman

Chief Executive Officer Chief Financial officer

Technical Head Sales Head Marketing Head

Application Developers Web Developers

Will largely involve candidates from technical background who will be able to bring about the necessary changes in the format of the application

Implementation

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PROCESSES

Creation of the applicationLinking it with social networking

sitesGoogle AdWordsCreation of one platform for all

colleges. Concentrating on major colleges first and metropolitan cities

Opt for surveys and market research

Reaching out to consumes and making them feel the need of the premium app over the free app

Implementation

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ACTION PLAN

Eye catching logo and great app landing page with demos and screenshots

Launch of the application Get featured on mobile app review sites Join developers and Entrepreneurs group on social

media platforms to be knows amongst them Initiation of a small budget to start marketing and

sales promotion to educate dealers and consumes Opt for guerilla marketing techniques for efficient

distribution and cutting down cost as the budget is low Constant e-mails to customers and focusing on

customer feedbacks and sincere study of reviews Start of print and television campaigns

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Implementation

SUMMARY

SOURCESTextbook on Marketing management by Philip

KotlerGoogle Play Store (to analyze potential

customers)www.wikipedia.com (for various statistics)www.google.com (for images)

DISCLAIMERThis presentation is created by KESHAV GOYAL, from MIT, Manipal as an assignment for a marketing internship under Prof. SAMEER MATHUR, IIM Lucknow.