TEMPLATE POWER

POINT
Competitors Analysis
PRESENTATION
EXTRAMARKS
Digital education
• E-learning and m-learning have become the buzz words surrounding education in the past
few years.

• 25 years ago, books and tutors were the only medium of imparting knowledge for the
students.

• The World Wide Web and the ubiquity of internet devices cut straight through the malaise.

• A lecture of a MIT professor teaching the laws of motion is no longer exclusive to a select
group of students at the campus. It is accessible by students across the world.

• Taking cue from this trend, many companies have taken a step ahead in revolutionizing the
education industry.
 Distance travelled and road ahead
• Though Internet services have reached every corner of India, E-learning is still to cover a large distance.
.
• As per Rajiv Singh, the Indian audience still have not developed the trust to move to online platform.
With increasing usage of internet, it is the right time for Ed-Tech companies to grab this opportunity and
explore it.

• According to a recently concluded study by KPMG, India’s online education sector will become a $2bn
industry by 2021. If the figure does bode to be true, the face of education could change forever.

• Since independence, both central and state governments have found it difficult to improve primary
education on a grassroots level.

• With digital education, the problem of bringing the best education to the last student in the most
remote village will be completely removed.

• Many players have entered the market for e-learning.

From K-12 Education To Test Prep:
The Edtech Setting The Pace In India​
A more tangible plan with concrete steps
• As per DataLabs By Inc42 analysis, India is home to over are required to significantly upgrade India’s
4,450 edtech like Extramarks, BYJU’S, Toppr, Vedantu and education system. Accelerated thinking
Unacademy have been quite popular in India​. and execution is a necessity to make
education more advanced
• Global brands like LinkedIn Learning, Coursera, Udemy are also and personalised,”​
popular in the Indian market​. ​
According to Datalabs by Inc42, there are
around 4450 edtech startups in India.
• Although the age-old education system of India has come a long
According to DataLabs’ The Future of
way, Indian edtech startups are still struggling to create a steady India’s $2 Bn Edtech Opportunity Report
revenue stream without burning too much cash. 2020 , capital inflows into the test
preparation and online certification
• The startups spending significant time and amount in segments  are comparatively higher.
strengthening their market share are doing so on the back Together, these two make up for 88% of
of massive funding and climbing up the popularity ladder fast.​ the total funding in EdTech startups.​
​
Journey so far – Extramarks
• It was founded in 2009, and headquartered in Noida, India.​

• In September 2015, Android app called Extramarks Smart Study, which ranging from pre-primary (kindergarten)
and Class 1 to Class 12.

• In August 2017, it developed curriculum-mapped learning solutions at home and lets teachers and parents
track and monitor the student's performance.

• In November 2018, it launched IITJEE Test Prep App, which allows students to take mock online tests for IITJEE
and NEET preparation. 

• As of March 2020, Extramarks has tied up with 10,000 government and private schools. It has over 10 million
students and over 1.1 million online users.​

• As of March 2020, Extramarks also provides live classes for 6 to 12 Class along with JEE and NEET preparations.

• Extramarks operates in India, Singapore, Ghana, South Africa, Indonasia and the Middle East.  It was listed
among Global50 Education Companies 2018 by Tyton Global Growth50.​
​
BYJU’S​
• Founded back in 2011 with the aim to assemble a team of able educators for the online
platform

• Offering courses for students from classes 4-12 and providing additional training for
competitive exams such as JEE, NEET, CAT, GMAT, GRE and UPSC Exams. 

• The courses come with a dedicated tablet which has all the videos covering the
necessary topics. 

• The process of these courses ranges from 30-50k depending on the type of course.
Competitive exam courses are generally more expensive compared to CBSE based
courses.

• The course videos can be accessed through the BYJU’s learning app available on mobile
and tablets.
Vedantu​
• The USP of Vedantu is its unique model of having 1-on-1 live student teacher sessions.

• Unlike BYJU’s which is essentially selling pre-recorded sessions, Vedantu has implemented the entire
social structure involving a student and teacher onto their platform by simply putting it online.

• It offers courses from classes 6-12 for students from Cbse and ICSE. The live sessions organized are of
three types:

 Booking single lessons: This session is very flexible. Students can book an individual session from a
topic of their choice at the time of their convenience. These sessions usually cost anywhere between
400-900 per hour depending on the subject and the teacher has chosen for the session
 Booking monthly tuition: Same drill. The timings for the classes will have to be predetermined. The
price range for this course lies between Rs. 200 to 400 per hour.
 Booking exam focused course: Instead of a month, you’ll be booking classes for the next 6-8 months
are more depending on the exam. These courses are the cheapest and cost somewhere between Rs
80-120 per hour.
Meritnation
• One of the older players in the digital education industry, starting way back in 2006
when the internet was just a young and vibrant child in India.

• It provides courses for students from classes 1-12 including prep courses for
competitive exams such as JEE and NEET.

• Like Vedantu and Extramarks, Meritnation also offers live courses for students from
classes 6-10 and specially planned JEE and NEET courses integrated with board exam
studies.
Toppr
• Founded back in 2007.

• Toppr Learning is web portal offering various education solutions to K-12 students around India
spanning various board and competitive exams.

• Topper Learning aims to provide an alternate source of study to students who are otherwise
dissatisfied with the present model of teaching.

• Offering courses for competitive exams such as JEE and NEET as well, Topper Learning has
successfully created a well-knit course structure which has found a lot of takers amongst JEE and
NEET aspirants.

• Topper Learning also offers live courses for students in classes IX and X who are preparing for their
respective board exams.
Unacademy​
• It provides courses for a number of competitive exams, most notably UPSC.

• There model has gained widespread popularity in a short period of time because the
courses they are offering are free.

• Rather than going out of their way to look for teachers, Unacademy have opened up their
platform to allow anyone sitting at home to become a teacher.

• It began as a YouTube channel under founder Gaurav Munjal in 2010. It was later launched
as a separate website.
Gradeup​
​
• It launched 18 months back and in merely this relatively short period of time, they have managed
to create a very stronghold over the digital learning sector of India.

• Besides offering courses for the usual JEE and NEET exams, Gradeup also offers special courses for
other exams such as SSC, Bank PO, UPSC, MBA Entrance, GATE, IES and teaching exams.

• It usually offers courses through a mobile app through which students can access study material,
clear their doubts through Q&A forums and repeatedly practice important problems for the
upcoming exams.

• The most popular product at the company is the test series offered for various competitive exams,
especially bank POs and SSC exams.

• Moreover, they also offer many quizzes on these exams free of cost to provide students with an
alternative mode of study free of cost.
TestBook​
• Like Gradeup, Testbook is an app designed for students as a revision tool rather than a
complete study package offering.

• Testbook focuses primarily on postgraduate professional exams such as Bank PO & SO, SSC,
Railways, Delhi Police, BSNL TTA, GATE, IES and ECIL.

• Besides simply offering test series to students, Testbook also provides in depth analysis of
the performance of the given student and the areas in which he needs to improve to
succeed.

• A key part of their appeal has been to reach out to a niche audience who are targeting
professional exams. Rather than trying to spend endless funds trying to tap the
engineering and medical exam market, Testbook has made a smart choice to remain a key
player in its own niche.
The Comparison
Coming down to the last bits, we move down to the final comparison between the giants of digital
learning. Before delving into the analysis, it is necessary to clarify which factors will be incorporated
for the comparison.
The factors are:

Affordability: The main reason students look for online alternatives in the first place is the exorbitant
fees of conventional coaching centres. A major part of an e-learning company’s appeal is its ability to
be affordable to a large segment of students.

Quality in variety: Many websites tend to overdo the number of courses they offer which later tends
to affect the quality of courses being offered. With a increase in variety of courses, there is also a
need to improve the quality along with it.

Perception: Any venture in education has a lot to do with perception and brand appeal. This is why
most engineering aspirants say they want to go the IITs. Every other college is a backup option. The
IIMs follow a similar trend. It is very important for companies to have a favourable impression
amongst students and parents.
 The Comparison Compe titor Analysis
Se rvice s/ Co mpany Extramarks Byjus Ve dantu Toppr Lido
Classe s Offe re d K-12 std K - 12 std 6-12th Std 5-12 Std 5-9th std
CBSE, CBSE
HINDI, ICSE, CBSE, ICSE,
Stre ams Offe re d NCERT NCERT ICSE & CBSE, NCERT ICSE & CBSE ICSE, CBSE
State Boards Selected State Selected State Selected State Selected State NA
Boards Boards Boards Boards
IIT JEE, NEET,
CAT, IAS, BANK, JEE, NEET, CA,
Te st Pre paration IIT JEE, NEET UPSC IIT JEE, NEET CS etc NA
Online & Online & Offline
Te aching Me thod Offline both both Online Online Online
Almost all K-12 Maths & Maths, Science, Maths, Science,
Subje cts Segment Science English & Commerce Almost all English & Coding
LPT Model
(Learning-
Asse sme nt Practice- Test)
& Progress Personalised Mock Test & Mock test &
Report learning & Test Mock Test doubt session Quizzes
Visuals 3D Rich
Modules, AR,
VR, VFX,
Animated
visual learning, Animated
Game Based videos, Fun Very less use of Very less use of
test Quizzes visuals visuals Animated videos

Submitte d by – Priyanka Ve rma

5 Things You Should Know
About Your Competitors
TEMPLATE POWER
POINT
PRESENTATION
EXTRAMARKS
1. Headpin Customer/Market Description
You should know who your competitor’s ideal customers are for a couple of reasons:

 It lets you know who they’ll invest extra effort with when you’re out prospecting and
building your lead generation efforts. 

 It will create some clarity into how and what they’ll most likely do next.

 While many of your competitors may not have thought through their buyer personas like
you have (you have, haven’t you?), you should still be able to get a pretty good feel for
whom they are targeting and that should inform your actions going forward.
2. What Is Their Positioning
What’s the message that they’re putting forth in the market? How are they creating value (or at least
attempting to)?

 For example, when I’m confronting a competitor that positions themselves as a marketing or brand
development firm, I know how to quickly differentiate myself and create an advantage. I simply
explain that while marketing and brand are certainly important, our focus is far more about
creating leads and nurturing and managing them to create a steady flow of sales qualified leads
(SQLS).

 Or, if I’m up against a firm that’s focused on sales training and other bottom of funnel process, I’m
able to quickly explain that while the bottom of funnel issues are certainly important, they cannot
be fully addressed if a company isn’t working the top and the middle of the funnel effectively.

 Companies that are right for us quickly understand how that difference applies to them and we’re
able to move beyond the traditional competitive pressures that other firms face.
3. Their strength

 I always say that I only want the prospects that I’m the best fit for.

 I firmly acknowledge that we’re not the right option for everyone. So I pay attention to
where my competitors are better than me and make sure that I’m minimizing my efforts
that would attract someone looking for those attributes.

 An additional plus to this is that there are very few actions you can take early in the sales
process than being able to explain clearly what makes you a fit for a prospect and what
doesn’t.
4. Their Vulnerabilities

 The flip side of that is I want to know where my competitors are weak, and what types of
customers they’re not particularly good with.

 Built out a clear process that could easily communicate, and easily able to engage with
them. This allows to penetrate specific markets far more easily than my competitors
could.
5. Their pricing strategies
 Understanding their pricing isn’t about trying to match their price.

 You simply need to know where your price falls in line with the greater market. For example, if
you’re priced in the lower half of your competitors and you’re trying to compete with a superiority
message, you’re going to have some problems.

 Additionally, if you’re priced wildly above your competitors you know that you’re going to need to
spend additional time upfront building the cost of the problem, so your prospect doesn’t abandon
because of something you could have prevented (or you get out of the opportunity early enough
to minimize the waste of your resources).

 When you wake up in the morning and you go to sleep at night, the issues your prospects and
customers face should be the dominant thing on your mind. From time-to-time, however, check
the market so that you can truly serve your customer as an advisor and not a peddler.