ACE INSTITUTE OF MANAGEMENT

Marketing Management

A Marketing Plan

ON

“TutorMe”- Home Tuition services

DATE: 28nd July, 2019

MBA, Trimester III

Section B

Submitted By: Submitted To:

Jeny Sherchan Mr. Deepesh Poudel

Neetu Baral

Pratik Jung Thakuri

Rebina Karki

Shivam Bikram Thapa

Sushant Thapa Magar

 Acknowledgement

“It is not possible to prepare a project work without the assistance & encouragement of other
people. This one is certainly no exception.”

We are extremely thankful and pay our gratitude to our faculty Mr. Deepesh Poudel for his valuable
guidance and support on completion of this marketing plan on our hypothetical startup “TutorMe”.

On the very outset of this project work, we would like to extend our sincere & heartfelt obligation
towards all the personages who have helped us in this endeavor. Without their active guidance,
help, cooperation & encouragement, we would not have made headway in the project.

We extend our gratitude to Ace Institute of Management for giving us this opportunity.

At last but not the least, gratitude goes to all of my friends, family and teachers who directly or
indirectly helped us to complete this project work.

Thanking You
 Table of Content

Executive Summary 1

1. Introduction 2

2. Market research 3

3. Competitors Analysis 5

4. Market Segmentation 6

5. Target Market 6

6. Positioning Strategies 6

7. Marketing Programs 6

8. SWOT Analysis 8

9. Marketing Strategy 9

 Word of Mouth 9

 Social media marketing 9

 App reviews 9

 Use ad extensions 9

i) Create free multiple choice diagnostic tests for subject we provide tuitions in. 9

 Personal selling 10

 Dissemination of pamphlets and flyers 10

10. Revenue and Marketing Budget 10

11. Conclusion 11
 Executive Summary

This is a business plan for our startup company “TutorMe” limited in July, 2019 by Jeny Sherchan,

Neetu Baral, Pratik Jung Thakuri, Rebina Karki, Shivam Bikram Thapa and Sushant Thapa Magar

currently pursuing Masters in Business Administration at Ace Institute of Management affiliated to

Pokhara University, Nepal. We have made a service offering namely “TutorMe” where we are

providing platform for teachers to find students who need tutoring at their area. This service can be

used through app, Website or with phone calls. Currently, we are tutoring students at home itself.

During our initial stage we are primarily focusing on tutoring for up to school level i.e. SEE to the

mass population of Kathmandu, Bhaktapur and Lalitpur.

We will talk about our startup app overall value proposition and how we will benefit students,

teachers as well as parents. Nowadays everybody is going online and it's a best platform to target

audience and providing services through our app as it will be easy for students to find out teachers

who are nearby and start learning.

We have talked about the introduction of the company, followed by its mission and vision. We have

done SWOT analysis followed by analyzing the competitors and issues related to our app. We have

gone through all the major factors affecting business in our country and how we will grow our

company in the future. We have made revenue model and costing fees for our startup. Nevertheless

we focused on the marketing mix to market segmentation and targeting.

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1. Introduction

In today raising economy and fast lifestyle change era, people are now moving towards more and

more technology, from buying product till services, everything is done by simple click on any

android or iOS smartphone/tab or even on the web. The usage of the internet from last 5 years has

grown consistently and in the upcoming year people will tend to buy more products online. Nepal's

e-commerce growth will be the result of a rising internet penetration. Roughly 16.67 million

Nepalese citizens are already online; this brought immense change in today's ecosystem. Another

major factor driving online growth in Nepal is the country's huge uptake of mobile phones and

inexpensive cellular options and WI-FI internet services. 

So, in this booming industry, we want to contribute more to the society and we are coming up with

our app named TutorMe© (Android and iOS app / Tutorme.com.np) which is a mobile marketplace

for tutoring services. We help you find and hire the right teaching professionals in your nearest

areas. We would like our students to choose from wide range of teachers and students and enjoy

learning within a home rather than staying late or getting up early for coaching classes. Through our

platform, we will help in providing opportunities for teachers who are currently teaching in schools

or freelancers who are qualified to teach in finding students who are eager to learn and improve

their knowledge on related fields. According to Nepal’s context, Teachers teaching in schools

currently have 10 to 4 classes timing and are available to teach only in one school. So we are

providing platform for teacher, despite their teaching jobs in their school to have part-time tutoring

classes of students in their home and closer to their area and be more financial freedom. As, we are

focusing on finding students and teachers that are near their area, this is so much beneficial as it can

save a lot of transportation cost and save time for teachers. We will provide different range of

subjects, winter-break/weekends/summer break tutoring packages, hourly rate tuition package

services so that revenue is generated constantly and many students are willing to learn during their

break or have hourly session and solve their problems related to a certain subjects. We want to

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create an app where the students or parents are able to look at their preferred subject, course

packages and hourly rate and book an appointment with teacher. We will also be providing one

demo classes if required by the students and parents. Students and parents will be able to give

ratings as per as their choice at the end of the course. Parents will also be able to chat with teachers

before hiring for services. The rating that teaching professionals receive will determine their quality

of teaching. Through our platform, we will help in providing opportunities for teachers in finding

students who are willing to learn.  

We providing subjects like science, math, Nepali, English, Economics, Mathematics from grade8,

grade 9 and grade 10. We even provide hourly rate for subjects so that new student or existing

students can learn what they want to learn. For instance, a student maybe excellent in physics but is

average in biology. If a student just wants to learn biology, he can sign up, meet with teachers and

choose subjects in hourly rate and learn. Having a network of well-experienced, verified and

efficient teaching professionals is one of the most important drivers of our App and startup and

hence that is the one big part we need to work hard on.

2. Market research

Through our observation and open discussion with parents and students, there is huge burden and

expectation when it comes to SEE. Every parent is inclined towards competition within family

members, cousins, neighbor and so on. We found out that students are willing to learn and excel in

SEE as their parents are so much worried and have full of expectations that their children will pass

with flying colors. Research also found out that children have put demands to parents, if they score

a higher grade. They are bound to ask for a new phone, two wheeler or their favorite musical

instruments. This came to a conclusion that students are willing to learn during the SEE period

whether it coaching classes or normal classes. We also found out that most of the students that have

scored higher CGPA were also taking part in some kind of coaching classes with their friends. So, it

is not just satisfactory level of students that are taking part in the tuition but also average and above
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average students are taking coaching classes organized by school. Coaching classes in school

usually starts in the morning or in the evening after normal classes are over. This shows that

students were exhausted in their school as they spend most of their time in the school. Parents were

also willing to spend extra money for private classes if they were organized in home itself. Parents

were worried about their children influence and didn’t want to send their children to coaching

classes other than school till grade 10.

The online tutoring industry is increasing rapidly because of the failure of the academic system to

cope with the needs of the students, and the desire of parents to provide the best possible education

for their children.

2.1 Idea Generation

Tutoring classes are very popular in Nepalese education culture. The exact history of tuition class in

Nepal is difficult to trace, but what we can say is parents of students have looked for extra

individual classes for student’s performance enhancement since very long. Students and parents

look for online tutor in order to improve school performances and teacher look for home tutoring

opportunity to make extra money. Still, finding a good tuition teacher can be difficult since there is

no such platform where they can meet. So we came with the idea of creating the platform between

students and teachers where teachers are able to display their profile related to their particular field

along with their location and price of course and students will be able to choose from variety of

different teachers along with price that suits them. Since this is age of internet and apps, we decided

to create a mobile app namely “TutorMe” for this purpose so that we can bring the teachers and

students just a click away from each other.

2.2 Need Identification

Tutoring classes are helpful for both good performing and weak performing students. Good
performing students can enhance their marks and stay ahead in competition. Students who don’t
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perform well can improve their marks and progress to next level. Also, some students might not be
doing well on one subject while other might be having trouble with other subjects. So any student
can be in need of a tutor and teacher of any subject might have opportunity. Especially students
preparing for major exams like SEE, board exams are more in need of tuition classes. We found out
a need that parents are looking for teachers that live nearby and are able to commute very easily.
This can save a huge transportation cost and time for teachers. We found out a need for Home
tuition as parents are not willing to send their students to coaching classes before SEE as they are
scared if children may fall into bad influence due to frequent visit in the area.

3. Competitors Analysis

Concerning the competitors, it is only relevant to consider the tutoring/study centers since the core
business of this business is education and teaching. Competitions from tuition center are more likely
to be indirect competition and competitions from individual tutors who are giving home tutor
services are direct competitors who have high influence on our business.

3.1 Indirect Competitors

Indirect competitors includes coaching classes by different institution, school’s coaching classes,

3.2 Direct Competitors

 Hamro tuition Nepal,

 Mero tutor,
 kpadhne,
There are an increased number of tutors who give home tutoring service. However we believe that
we will have a strong position in the market. It is very important to highlight that we cannot get into
price competition as we cannot provide the service at a lower price. Only the way we can compete
in the market is providing quality service and differentiating our products from competitors. In
short, the potential source of competitive advantage for us is unique features in our product. And the
perception we can build among the people.

4. Market Segmentation

We have two segmentation dimensions which are demographic and geographic. This is because as
of now, we will only be serving this service for students who are in grade 8, 9 and 10 living in
Kathmandu, Bhaktapur and Lalitpur. Later on we are planning to grow on major cities of Nepal like

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Pokhara, Chitwan, and Biratnagar. So our customers will comprise of young customers from 14-18
years age who are pursuing their studies in school level.

5. Target Market

Currently, our target is students from Grade 8, Grade 9, Grade 10, parents and teachers of school
and college level. Our marketing will focus more on students preparing for major exams like SEE
and board exams. Also, teachers of science, mathematics and management will also be in focus
since their demand is high. The target market is high income parents who need tuition for their
children at home. We have different packages created according to the affordability of our potential
customers. Those who need tuition at low cost can have a group of students which can spread the
burden on each parent.

6. Positioning Strategies

Our positioning strategy is focused on both parents and tutors as parents have high influence to use
our product. We will position our app “Tutor Me” in the mind of consumers as a high quality,
convenient, trustworthy product. We also will use strong benefits offered by our product. In short,
we will position in consumer's mind as a unique helpful product to meet their tuition needs. So
branding is necessary tool to differentiate our service from direct competitors who does not have
any brand for their service to differentiate.

7. Marketing Programs

Marketing program for Tutor Me app is based on 7Ps in marketing mix.

7.1 Product:

Our product or service is an app that provides platform to teaching professionals and students.
Students are able to view their subject that they need tutoring for and are able to choose from wide
range of teachers looking at their profile, recommendation from other students, pricing and years of
experience as well as location. Future Superior features of our app consist of checking students’
progress before school exam, match students and tutors depending on personality and need of
students as this will have high influence to on the results.

7.2 Price:

TutorMe follows a commission model wherein we charge teaching professionals for providing them
with students. We will use cost plus pricing as we have high variable cost (tutors‟ salary). We have
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created different packages and our customers can select according to their requirements. The
commission model for professional services will be (80/20) 80% to the teaching professional so that
they all will be satisfied by the amount of money they're getting and 20% will be our company
commission. Later on after successful implementation of our App and a huge customer base, we
will also set a subscription fees for teachers to login every month.

7.3 Place (Distribution):

Currently, our target market is in Kathmandu, Bhaktapur and Lalitpur. Later on we are planning to
grow on major cities of Nepal like Pokhara, Chitwan, Biratnagar, etc.

7.4 Promotion (Advertising):

Expenditure on advertising will have high influence on marketing programs. We have budgeted
marketing budget for our service to promote. We will reach our target audience through below the
line advertising strategies like social media marketing,, billboards near schools, brochures and
internet (facebook) and later on we will be using TV Ads when we are capable of expanding in
major cities. We will promote our services during summer, winter or festival breaks of students as
well as when students have finished their Grade 8 and Grade 9.

7.5 People:

As this is a highly personnel service, we should ensure that our tutors have right training process
beforehand. We should carry some marketing activities in order to attract tutors towards our
organization. There will not be any customers for us if we do not have tutors to deliver our service.

7.6 Physical Evidence:

TutorMe is likely to be a pure service and it is more intangible. We have to create some tangibility
to our product. We have done this by renting out small office premise, appearance of Tutors (they
wear our business card when visiting to customers), and website and the app itself.

8. SWOT Analysis

Strength Opportunities
Product differentiations Easy to grown business
Have industry experience owner Have many segments that can be served
Innovation Increasing demand

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 Strength Opportunities
Comparing profile, experience and price Growing markets

Review and recommendation of teachers by taught

students

Selecting topic rather than a subject

Low cost initial fees

Finding nearest teaching professional

Saves transportation cost for teachers

Teachers are able to increase the number of students

in their area.

Weakness Threat
Difficult to recruit tutors High formalities
High direct costs (tutors‟ salary) High competition from individual mobile

tutors and tuition centers

High price New competitor
Inexperienced tutors May fail to get enough students to participate
Less brand awareness New regulations
Lack of communication

9. Marketing Strategy

TutorMe app is going to implement a creative marketing theme entitled “Tuition in the comfort of
your home!” Our marketing message is selected to appeal to the array of key target markets. The
message resonates with consumers who have an interest to get tuition in their home with fewer or
no peers.

 Word of Mouth

Referrals transcend the marketing strategy. Effective and virtuous products grow at an accelerated
rate regardless of where they are discussed or promoted. Word of mouth among children and more
so, among parents would result in a better possibility for our app to hit success.

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 Social media marketing

Social media marketing is currently the most powerful tool for fostering relationships with the
customers and raising international brand awareness. Social networking sites are perfect places to
get vocal about innovative scholastic products, because a vast majority of potential users have an
active social media presence already. For marketing reasons, we will try to establish a
comprehensive online image way before the app launch and subtly advertise on social media
profiles by, for example, offering a discount offer or an exclusive sneak peek into the making of the
app.

 App reviews

Producers and reporters are always looking for fresh content, and often appreciate it when contacted
directly by business owners. You can often find reporters that cover education by researching online
articles. Hence, we will contact these professionals and get our app reviewed.

 Use ad extensions

Ad extensions can help make your ad stand out and have been shown to increase click rates. We
will add some compelling links to pages that make us stand out, videos, and guarantees. We will
setup ad extension inside google Adwords and Bing.

 Other methods

i) Create free multiple choice diagnostic tests for subject we provide tuitions in.

ii) Create a web form to capture names and emails and use these for email drip campaigns.

 Personal selling

We will approach various schools directly where we fix certain amount of discounts available to the

students of that particular school. The educational institution would assure the parents of our service

quality. We will also provide information about our tuition services that will be available during the

schools’ winter vacations and other long holidays.

 Dissemination of pamphlets and flyers

We will circulate pamphlets and flyers advertising our app everywhere near educational institutes.

We will provide them to students as well as teachers as both of them are our sources of revenue.

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10. Revenue and Marketing Budget

Talking about our Revenue Model – TutorMe follows a commission model wherein we charge
teaching professionals for providing them with students. The teaching professional pays a
commission amount after accepting the tutoring booking; the platform helps them with the precise
location of the student using its automated engines. Other than that, the portal also makes revenues
through Ads as well. The commission model for teaching service will be (80/20) 80% to the
teaching professional so that they all will be satisfied by the amount of money they're getting and
20% will be our company commission. We will also focus on short term revenue model where
students can request for an hourly rate for their chosen subject or topic. We will also focus on
tuition packages for weekends/summers/winters and group where will take 10% on every package.

1) Commission model ( 80/20 )

2) Revenue through ad is when a teacher wants to offer discount in its offered price to students.

3) Hourly rate 10% commission

4) Tuition package will 10% commission.

5) Initial fee is zero, but after establishment of 10,000 student base we will be charging through
subscription model where teachers have to pay 500 per month for subscription fees

Budget plan:

Search and social Advertisement 30%

Digital Marketing 20%

Tradition Marketing 15%

APP and website Marketing 5%

Content Marketing 15%

Public Relation 5%

Sponsorship 10%

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11. Conclusion

We found out that Nepal has been promoting startup business and Apps and banks are allowing various

forms of loan for startups. It is found that there are already some competitors such as Mero tutor, Hamro

tuition Nepal and kpadhne.It is found that internet penetration is rapidly increasing in the urban and suburban

regions of Nepal. Studies and facts have shown that the number of internet usage is accelerating at a faster

rate.

Through our Market Research, We also found out that most of the students that have scored higher CGPA

were also taking part in some kind of coaching classes with their friends. So, it is not just satisfactory level of

students that are taking part in the tuition but also average and above average students are taking coaching

classes organized by school. It was found out that teachers were willing to teach students near their area,

students were willing to learn in home rather than early morning or late evening tuitions organized by school

and private tuition centers. Lastly, parents were willing to spend extra money for children’s home tuition.

TutorMe©, in demographic segment targets age group of (14-16years) especially in Grade 8, Grade9, and

Grade 10. We are attracting the middle income as well as high income group of parents. Our App TutorMe©

is targeting school students recently and as our growth strategy we will be growing through providing Home

tutor for A-levels, +2, Bachelors and Masters level. We have variety of Tutors, subjects, packages, hourly

rate price and offers that our students can choose from our app .Our place of operation is currently

Kathmandu, Bhaktapur and Lalitpur. Our future plans include operating in all over major cities of Nepal like

Pokhara, Chitwan and Biratnagar. We would ensure that our promotion and marketing will be effective in

telling the students and parents about the service availability and convincing them, if possible that our App

TutorMe© is the best one to choose.

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