Related to improvement in forward logistics and operation related activities in an Edutech Startup in Pune. Its an internship project

1. 1
A CPS REPORT SUBMITTED AS PART OF THE REQUIREMENTS FOR THE DEGREE OF
MASTERS IN BUSINESS ADMINISTRATION
Project Duration: 1st April 2017 to 10th June 2017
Submitted by: Saurabh Solanki
PRN No. 16020441291
Operations & Marketing (F-23) Batch 2016-18
Under the Guidance of:
Project Title: Study of operations and forward logistic in Cuemath, Pune
SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES (SIMS)
(CONSTIUENT OF SYMBIOSIS INTERNATIONAL UNIVERSITY)
July 2017
Project Guide
Brig (Dr.) Rajiv Divekar Director,
Symbiosis Institute of
Management Studies (SIMS),
Pune
Project Mentor
Mr. Sanket Mantri
Cuemath Pune, City Head
sanket@cuemath.com
+91 9860014552

2. 2
ACKNOWLEDGEMENT
It is not less than a milestone in one’s academic career to complete the MBA project and so dependency
of such an important task relies not only on author and mentor team work but group of people and their
incredible smart work, sincerity and selfless dedication. Thus I am hereby would like to enjoy this
opportunity to share my respect and gratitude to all these my support members throughout my MBA
Project during and beyond my summer internship project. Being the author of this report allow me to
show that am deeply indebted to all who have inspired, guided and helped me in the successful completion
of the project. I owe debt of gratitude to them, who were so generous with their valuable time and
expertise.
For the rich and aspiring guidance I will be thankful for lifelong period. Their incredible and precious
suggestions, criticism and politely advice during the project work. I am speechless when want to show
my sincere gratitude towards their enormous work experience and insightful in industrial and client’s
insight.
Throughout this project, it has been an incredible and great learning experience. I appreciate the co-
ordination extended by my friends, as well as family.
I am thankful to my guide and mentor Brig (Dr.) Rajiv Divekar and Mr. Sanket Mantri, Cuemath Pune
City head for guiding me throughout this project, without their help this project would have not been
completed.
I hereby want to utilize the opportunity to share my gratitude to our Head - Placements & Corporate
Relations, Miss. Renuu Kulkarni for exploring the summer internship opportunity in Cuemath also known
as Cuelearn Pvt. Ltd.
The summer internship in Cuelearn Private limited was very rich and motivating. It allows me to
understand and apply business concepts learned during MBA first year. I was so excited and enthusiastic
to see the results, impacts and consequences of every step that we took on daily basis. How the various
ideas, initiatives and activities are aimed towards making a business effective, which includes increase in
revenue, business expansion and growth, increase in profitability by building strategic partnerships, and
making strategic business decisions.
Secondly ii would also like to thank my parents and friends who helped me a lot in finalizing this project
within the limited time frame.
PLACE: Pune Saurabh Solanki
DATE: 01/07/2017 SIMS, Pune.

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EXECUTIVE SUMMARY
In a country where education is quite expensive and competition is inevitable, every parent want
their wards to be nothing more than engineer and doctor. In the education setup, where less than 99
percentile sometimes means exit way from the competition, importance of Maths is beyond anything else
be it in form of Aptitude, Creative reasoning, Puzzles etc.
But there is a gap between scorecard what kids awarded in school and how strong their
fundamentals and overall mental development. This gap is targeted by Google funded Cuemath which is
a product of Ed-tech startup Cuelearn private limited. On one hand it is provided a unique way of learning
to kids of K-8 segment and on other hand they are empowering housewives in form of work from home
and entrepreneurship.
In this project report, we conducted a study of understanding basically how Cuemath on demand side of
business improves number of students for the new and existing Cuemath teachers. Objective of study
evolves around what are the various operations activities which facilitates Cuemath teachers to conduct
interactive learning sessions for kids. How logistics, material handling, transportation plays an important
role on timely, efficiently and effectively delivering the required support material to Cuemath teachers,
students and Cuemath Pune office. What are the various methods to facilitate Cuemath teachers to
improve their student teacher ratio (STR) such as Celebration party, Cuemath teacher launch event,
Digital Marketing and BTL events.
In this report it is tried to cover about how a new cuemath teacher received once on boarded and
paid online fee for marketing collaterals, study materials, math games and all those materials from
Cuemath Pune that can help them to start their home based business. During the course of internship I
fortunately on field planned, organized and executed the launch of Cuemath Teacher’s Lunch Events,
Cuemath Carnival, Digital Marketing Campaign which helped us to learn about operation concepts like
Purchasing, Vendor evaluation, Negotiation, Market analysis, Event organization, Planning, evaluation,
project management concepts such as risk analysis etc.. Also for the first time in Pune as a pilot run I took
the initiative to launch digital marketing campaign for the company. It includes social marketing of
cuemath launched for the first time at such a noticeable level on total seven social sites like Facebook,
Instagram, WhatsApp, twitter, LinkedIn etc.
During the course I jumped into shoes of different roles like Digital marketing head,Pune, BTL activities
POC, Recruiter on LinkedIn, Event organizer and Planner, Material handling and transportation etc.
Hereby in CPS report we discussed in details about operations, supply chain and Marketing especially
digital marketing.

4. 4
COMPLETION REPORT FROM FACULTY GUIDE
TO WHOMSOEVER IT MAY CONCERN
This is to certify that SAURABH SOLANKI, PRN No. 16020441291 has completed his CPS report on
the topic, “Study of operations & forward logistic in Cuemath, Pune”, undertaken at Cuelearn Private
limited, Pune under my guidance.
Place: Pune ______________________________________
Date: 01/07/2017 Project Guide name: Brig (Dr.) Rajiv
Divekar

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DECLARATION
I do hereby declare that the project work “Study of operations & forward logistic in Cuemath, Pune”,,
undertaken at Cuelearn Private limited, Pune being submitted by me as a part of compulsory corporate
training, in significant fulfilment for the accomplishment of MBA degree from Symbiosis Institute of
Management Studies, Symbiosis International University, Pune, is a record of my own work. The project
embodies the findings & reports based on my work done during the training period. The findings &
observations are a part of authentic work & not been submitted to any other university for the award of
such a degree, associate ship, fellowship or any other similar titles.
PLACE: Pune Saurabh Solanki
DATE: 01/07/2017 SIMS, Pune

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CERTIFICATE OF COMPANY GUIDE

7. 7
TABLE OF CONTENT
OBJECTIVE OF THE STUDY.................................................................................................................................................. 8
SCOPE OF STUDY ................................................................................................................................................................... 8
INTRODUCTION...................................................................................................................................................................... 8
OVERVIEW OF COMPANY ........................................................................................................................................................ 8
VISION .................................................................................................................................................................................... 9
MISSION.................................................................................................................................................................................. 9
HISTORY ............................................................................................................................................................................... 10
STUDY OF BUSINESS MODEL OF CUEMATH ................................................................................................................. 11
a) Supply Side: Partners.............................................................................................................................................. 11
REVENUE MODEL OF CUEMATH............................................................................................................................................ 12
b) Demand Side: Customers & Consumers ................................................................................................................. 12
BUSINESS OBJECTIVES....................................................................................................................................................... 13
MARKETING CAMPAIGN OBJECTIVE.............................................................................................................................. 13
KEY COMMUNICATION TASK:............................................................................................................................................... 13
CUEMATH TEACHERS’ LEAD SELECTION PROCESS ................................................................................................... 13
TEACHER APPLICATION FUNNEL........................................................................................................................................... 14
INVESTMENT INVOLVED ................................................................................................................................................... 15
PAYMENT OPTIONS ............................................................................................................................................................. 15
INTRODUCING MATH-BOX ................................................................................................................................................ 16
CONCEPTS AND TOOLS USED TO INCREASE CONVERSION RATE .......................................................................... 20
MARKETING COLLATERAL.................................................................................................................................................... 24
CUEMATH CARNIVAL......................................................................................................................................................... 25
TRANSPORTATION PROBLEM OF CUEMATH ................................................................................................................ 26
METHODS AND OPTIONS EXPLORED TO SOLVE THE ISSUE...................................................................................................... 27
RECOMMENDATIONS.......................................................................................................................................................... 27
SCOPE FOR FUTURE IMPROVEMENTS ............................................................................................................................ 31
CONCLUSION ........................................................................................................................................................................ 32
APPENDICES.......................................................................................................................................................................... 32
KEYWORDS:.......................................................................................................................................................................... 33
LIST OF ABBREVIATIONS................................................................................................. ERROR! BOOKMARK NOT DEFINED.
BIBLIOGRAPHY...................................................................................................................................................................... 33

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OBJECTIVE OF THE STUDY
 To understand various operations related activities, their importance, scope of improvement
related to day to day business of the Cuelearn Private Ltd in Pune to achieve best possible
efficiency and effectiveness.
 To study how forward logistics, material handling, project management and transportation of
material is actually happening in the Cuemath office in order to assist learning sessions between
Cuemath Teachers and Cuemath students and suggest improvement.
 Business Development: Activities to enhance student teacher ratios via Marketing, Event
organizing and Digital branding Campaign on social platform to establish Brand Cuemath in target
audience’s mind.
SCOPE OF STUDY
1. Forward logistics and Transportation: Explore most efficient transportation model, route, and
medium, for transferring materials from Cuemath Pune office to addresses of various business
partners efficiently and effectively on time.
2. Collaborate with New Partners: Help these Cuemath teachers to start their home based business
by facilitating them in attracting new Cuemath Kids to join the program by providing them
Marketing collaterals, Study materials. Math games, Math box and other materials
3. Improve Operational Efficiency: There is chunk of day to day activities like Teacher’s Induction,
interviews, orientation, event management, Marketing and logistics. We try to focus on improving
qualities while reducing wastages and associated cost and thus increasing the speed, accuracy and
efficiency of the processes
INTRODUCTION
Overview of the Company
Cuemath is a Google funded startup in Indian digital education sector targeting basically
improvement of logical and creative reasoning of kids from LKG to 8.Cuemath aims to solve the problem
of poor math learning in schools, tuitions and other math programs. The exposure of most kids to math is
superficial. Kids tend to think of math as a disparate collection of facts and formulas, and hence become
indifferent or even averse to the subject. Cuemath’s learning-by-doing system is designed to make kids
see math as a beautiful and logically interconnected subject, and as a result to make them fall in love with
math.
The Cuemath program is offered through home-based centres via trained and certified Cuemath
Teachers. Each student has to attend three sessions a week. In every session, the student will learn math
using a multi-format learning system, which includes workbooks, tab activities and puzzle cards. The
learning trajectory of each student is personalized to that student, and thus every student can learn and
progress at his or her own pace.
Cuemath started in 2013 from the Delhi region. As of March 2016, it had more than 1000 centres
across India.

9. 9
Vision
Cuemath is a math mastery program with a powerful vision: to make every child great at math.
Mission
Cuemath aims to transform the way kids across the globe experience math. Operating from the
assumption that every child can become great at math.
Cuemath takes the following approach:
The primary objectives are making a child great at math can be one of the surest ways to lead the child
towards a successful academic, professional and personal future. By building a learning system of
focused on fundamentals, Cuemath’s vision is to make every child great at math.
True math learning
Love for math
To really master math
Guided learning-by-doing

10. 10
History
o The following is a brief timeline of Cuemath:

11. 11
STUDY OF BUSINESS MODEL OF CUEMATH
Cuemath has set up a network of home-based centers run by well-educated, trained and certified
Cuemath teachers. Cuemath believes that a strong math foundation can have a transformative impact on
a child’s future and hence building it is imperative. The following image captures the essence of the
Cuemath System.
The model involves:
Cuemath Teacher Partner (i.e.the trained and certified facilitator)
Running a home-based center for math excellence, using Cuemath’s tech-enabled multi-format
learning system (workbooks and learning aids, tab, and puzzle cards), With KG to 8 students in
heterogeneous groups. The company’s goal is to have a Cuemath center for math excellence in every nook
and corner of the country, and eventually to expand this center network globally.
Product
Math Has Many Parts. Cuemath Covers All Of Them.
Cuemath’s after-school program is open for children from KG to 8th grade. The program
necessitates only 3 one-hour sessions in a week, leaving children with the time every child deserves to
have, to play and hone other skills. To build a high math proficiency in children within these one-hour
sessions, ensuring that the student is engaged with the subject is the key. Cuemath achieves this with the
help of its multi-format learning system, which include:
1. Workbooks and Learning Aids to Cover School
Curriculum
2. Puzzle Cards: To Develop Creative Reasoning
3. Tab-based Gamification: To Develop Cognitive Agility
a) Supply Side: Partners
● Cuemath Teacher Partners are typically well-educated
women in the age group of 30 - 48, who take up this

12. 12
opportunity to
● Build a part-time source of income
● Do something meaningful with their skillset
● Enjoy their free time on working with kids and
creating impact
● Some offline techniques (eg: recruitment events)
have also been tried to recruit partners, but with
limited success
● Most partners are women who gave up their full-time
careers once they got married or had children
● Partners run their Cuemath centers from their own
homes; very little investment is required to start a
Cuemath center
Revenue Model of Cuemath
● A partner earns through a revenue sharing arrangement. Suppose that each child pays a monthly fee
of INR 2000, and a partner has 20 students. She will be generating 40,000 in monthly revenue, of
which she will retain 60%, or 24,000 per month. This will require her to put in about 12 hours of
work per week.
● Cuemath retains 40% of the generated revenue. In lieu of this, Cuemath provides to the partner:
● As of today, the average earning of a Cuemath teacher who’s been in the system for 6 months would
be about 8,000 per month. This is because there’s a certain ramp-up to capacity (a partner may take
9 months to reach 20 students).
b) Demand Side: Customers & Consumers
● For us, the (real) consumer is the student (who learns through the Cuemath learning system),
whereas the customer (the one who pays) is the parent.
● Since their TG is students of grades K to 8, parents are the primary decision-makers. However,
the decision of the customer (parent) to buy (enrol) relies
significantly on the engagement or enjoyment of the consumer
(student).
● A parent will evaluate a program like Cuemath on two
measures:
○ How well the child is doing on school math exams due
to the program
○ How happy the child is being part of the program
● In the Cuemath model, partners generally do most of the
customer acquisition. Thus, the actual sale to a customer
happens between the partner and the customer, and not between Cuemath and the customer. This
means that the “last-mile” experience of a customer is extremely critical for a successful sale to
materialize.
● Across India, the average monthly fee a Cuemath student pays is about INR 1600 per month.
Each student gets 3 classes per week, or 12 classes per month, and each class is an hour long.

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Business Objectives
To achieve the following key objectives by next academic year:
a) Active Teachers: 11,000
b) Active Students: 66,000
Achieve the above growth by going deeper into the 6 “core” cities for Cuemath: Delhi-NCR, Mumbai,
Pune, Hyderabad, Bangalore and Chennai and 8 “other” cities: Ahmedabad, Kolkata, Nagpur,
Coimbatore, Nashik, Vizag, Goa and Chandigarh.
1. Student Retention: with a goal of 100% retention at your center.
2. Teacher Quality: with the objective of establishing a Cuemath Teacher as the best math educator in
a locality.
3. Teacher Success: with the goal of twenty four plus enrolled students for every Cuemath Teacher.
4. Marketing Objective:
● Create a distinctive brand in this space
● Focus for the year on increasing supply (teachers) so Cuemath end with a pan-India
● Standardize experience (in terms of communication) across life cycle of a user
Marketing Campaign Objective
Create a distinctive brand identity that is relevant to the category and works for all stakeholders
– teachers, parents and students. Establish Cuemath as synonymous to math, plant a flag as a pioneering
brand in the math space. Establish www.cuemath.com as default search for math excellence
Key Communication Task:
Strike a chord with parents and teachers and position Cuemath as a powerful tool that can dispel much
of the anxiety around the teaching and learning of math
Carry the students along as a part of this exercise; make them an integral part of their communication as
Cuemath seek to dismantle the anxiety around Math
What Cuemath have in their armory
Spread of 2,000 centers and 10,000 students across cities
Testimonials from their users (teachers, parents, students)
NPS - of parents is 60
Trial for two weeks to experience Cuemath
Engaging marketing interventions like Quiz, Kiosk, Parent Workshops, and Treasure Hunt
What is their core proposition?
Cuemath helps children conquer Math.
Cuemath Teachers’ Lead Selection Process
An applicant will be considered if she meets all the below mentioned criteria:
1. Should be a married woman from one of the below mentioned 6 core cities:
Delhi NCR, Bangalore, Mumbai, Chennai, Hyderabad, Pune
8 “other” cities includes following, Cuemath may focus on them at a later stage.
Ahmedabad, Kolkata, Nagpur, Coimbatore, Nashik, Vizag, Goa and Chandigarh.

14. 14
2. Relevant background in Mathematics (in order of decreasing priority)
Teacher Application Funnel
The current funnel looks like this:
As Cuemath can see there is major drops at 4 different places in the funnel (as marked by the color
Highest
Academic
Qualification
15%
12th Class
Math
Score
15%
Teaching/Tutorin
g Exp
20%
Corporate
Work
Experienc
e
20%
Education
Area/Field
20%
Living In
10%
Factors affecting Teacher score

15. 15
code). We’ll have to make different remarketing campaigns for all of these.
Investment Involved
:
1. Rs. 1000/- + Rs. 7000/- (for existing teachers in T1 stage or in the system)
- 7000 is for the Math Box, which is refundable when the teacher will reach active student count of 8
- Fees for Math Box can be paid in installments
2. Rs. 500/- (application fees) + Rs. 20,000/- (setup cost)
- Rs. 500/- is the application fees which the leads will have to pay before appearing for in-person
evaluation
- Both application fees and setup cost will be non-refundable
- Micro-finance options will be available for setup cost (depending on the teacher cohort)
Teacher Cohorts:
1. Teacher has Tab of required specifications; and she just needs to pay for setup cost of Math Box
(Amount to be paid is Rs. 7000/-; which is non-refundable)
2. Teacher pays setup cost for Math Box and Tab upfront, in one transaction (amount to be paid is Rs.
20000/-, which is non-refundable)
3. Teacher pays setup cost for Math Box and Tab using micro-finance option (amount to be paid is Rs.
20000/-, which is non-refundable)
Payment Options
Option 1: Purchase full package, payment upfront
● Payment of Rs. 20,500 in full can be made on the
CueTeacher app (Cuemath’s app interface for its
teachers) and will be paid directly to the vendor. EMI
options are available with a credit card.
Option 2: Purchase full package with loan through financing
partner
● Details for the personal financing options are as follows:
Option 3: Purchase without tablet
In this case, the tablet cost of INR 8,850 will be waived off. She
will still be required to invest in the remaining hardware,
learning aids and marketing materials at an upfront cost of INR
11,650. There is currently no personal financing available for this
option.
Total package cost ₹20,500
Interest rate per month 1.5%
Tenure 1Year
First payment ₹2,000
Processing fees for
transaction ₹278
Total first payment ₹2,278
Monthly payment
(11 months) ₹1,959

16. 16
Teacher Onboarding Process
Pre-requisites for Starting a Cuemath Center
 Cuemath charges a non-refundable application fee of INR 500 when an eligible applicant
accepts the initial offer of attending the in-person/video call evaluation and subsequent
screening.
 In order to successfully get her Cuemath center started, a Cuemath Teacher also needs to invest
in the following:
1. Tablet + Headphones
2. Learning aids
3. Marketing Kit
 The initial setup cost of the above three is INR 20,500. To assist her with this investment,
Cuemath has also partnered with hardware vendors and financial institutions to avail payment
installment options and discounted rates.
Introducing Math-Box
Starting April 2017, the Cuemath learning system will now include a fully functional state of the
art Math Box. This box will have 17 physical learning aids and 4 math games to boost conceptual
understanding and engagement.
Telephonic
Interview
Invitation
Letter
Acceptance
Online
Profile
Completion
In-Person
Evaluation
Certification
Training
Certified
Cuemath
Centre

17. 17
The box has manipulatives useful for students from KG, right up to grade 8! Younger students can now
actually see concepts like place values, skip counting and fractions. For older kids, ncepts like HCF,
LCM and algebra will now be tangible. That’s right, there is a manipulative that can be used to
visualise, factorise and solve quadratic equations!
In addition, this box comes with four math games covering KG to grade 8 and can be played by 2 to 6
players. This will form an integral part of our Cuemath experience starting this summer. All the items
that we were planning to add in the Summer Program Kit have been included in this box. So you no
longer have to purchase a separate kit for the summer.
How to get the Math Box?
Cuemath Teacher can get Math Box starting April 2017 by making a refundable deposit of Rs 7,000.
This deposit can be made in installments over three months (Rs 2,500 + Rs 2,500 + Rs 2,000) and will
be fully refunded as soon as Cuemath Teacher reach 8 active students at your centre. If Cuemath
Teacher already have 8 or more active students, Cuemath Teacher do not have to make any deposit.
A boost to Cuemath centre
Very few schools integrate math manipulatives the way we are planning to. No other math program uses
such a wide range of math manipulatives. So while the learning outcomes of such a kit are well
documented in educational research, this will also be a huge shot in the arm for Cuemath Teacher to
make your centre successful.
Problem to be solved:
Since there are more than 350+ teachers, it is now objective of the Pune Cuemath team to introduce,
marketing, attract and then after deliver the Math-box, math games and marketing collaterals like
material coming from Bangalore HQ of Cuemath to the scattered addresses of Cuemath teacher in Pune.
There is a lot of confusion, myth and lack of trust among Cuemath teachers to invest and take these all
materials. No one much know about Cuemath Brand as such in Pune. Student teacher ratio is affected
badly by inactive teachers. Due to numerous reasons, Cuemath Teachers failed to attract new students
and sustain existing students.
Objectives
Improve Brand visibility, recognition and awareness.
Motivate teachers to invest in Cuemath.
Deliver materials to Cuemath teachers in best possible manner in terms of cost, time and quality
Brain storming the possible solution
1. Branding problem we try to resolve by increasing our focus on inorganic investment in Marketing
specifically on Digital Marketing.
I took responsibility of “Marketing Head, Cuemath Pune” and launched “Cuemath Pune” officially on
total seven social websites and platforms shown below:
T-Shirt design for Cuemath Carnival

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LAUNCHING AN EVENT FOR NEW TEACHER
Before launching the event well in advance before the actual launch date, below mentioned materials
must be arranged and tested at the target location:
S.No. Materials required Quantity/Volume
1 Plastic Chairs 40
2 Tables 6
3 Clothes to cover tables 6+2
4 Mic and speakers arrangement 1
5 Study kit (detailed descriptions in table 1.1)
6 Water bottles (Can and filter) 15L/ 2 cans
7 Water plastic disposable glasses 1 full set
8 Wooden Stools( for projector and water arrangement) 2
9 Tape, safety pins, thumb pins, nail pins, pair of scissors, weights to
hold clothes and banners
Sufficient quantity
10 Extension cables 2 units/3 meters
11 Chart papers, balloons and marketing aid to grab attention Sufficient quantity
12 Rewards ( Certificates, toffies, cuemath badges, colouring answer
sheets for marketing)
Sufficient quantity
13 Directions aid (Rocket shape aid) Sufficient quantity
14 Projector ( for promotional video of Cuemath) + for Kahoot Quiz
for parents (customer engagement)
1
15 Projector screens 2
16 Red carpet to show which path to follow between tables 15m
17 Wi-Fi Hotspot device( can connect sufficient no. of devices) 1
18 Dummy mobile phones to assist online Gamification and buzz
creation
4
SOPs for the D-day.
 Let’s assume that D= Day of launch and T= time of event launch, such that,
D-1= One day prior to launch date and T-1= 1 hour prior to launch time

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 (D-2) day: Above mentioned materials need to be arranged by Teacher and in case having any
doubt or concern need to be addressed on call by city team’s support.
 (D-1) day: Support team need to check on call (if possible/needed by visiting the location) with
the target teacher. There mu
 T-2 hours: City team need to physically visit, check and evaluate the arrangement using a
checklist having three status,
a) Available and exact material as per prescribed list shown above
b) Available but not exact material as per prescribed list shown above
c) Not available or not meeting the specified purpose as per the list shown above
 If material is available in stock or can be made available within T-1 hours then try to make it
available on location on rent/purchase as per possibility in budget.
 T-1 hours: Mock drill to evaluate
 Location: how much it is giving feel of Cuemath Theme and ability to attract attentions
of Suspects basically creating curiosity and buzz.
 Procedures: what are the sequence of steps to be followed (Flowchart), all possible IF &
Else conditions, how to deal with Chaos
 Flow of material (When to give what material to whom)
 Parents (Customer) and kids (consumer) engagement (via Q & A’s sessions,
Gamification puzzle etc.
 Teacher’s readiness of dealing with possible doubts of C&C (customer i.e. parents and
consumer i.e. kids), Q & As via mock drill of real like situations using dummy kids and
parents. This possibly help to identify possible risks like loopholes in the flow of
material, C&C.
 In the mock drill also try to do Time and motion study(TMS) to identify average Queue
time, waiting time, service time and process completion time duration.
S.No. Activity(
Work
Packages)
Std.
Time
(S)
Actual
time
(A)
Deviation
(S-A)
Reason for
deviation
Suggestion/
Resolution
1 Answer sheet
assessment &
weak area
identification
6min 8min -2min Above
average
counselling
asked by
parents
Better
objective
counselling
with more
structured
Q&As
 Once all data is collected, try to compare it with the pre-existing standard data. In case of
any deviation in time taken, +ve or -ve , study deeply and figure our root cause analysis
of it.
 Note down all possible deviations, source and cause of it, assign risk priority no. based
on its Occurrence probability, Impact and system failure. (FMEA).
 On very subsequent event try to reduce this risk priority no. as much as possible. Risks
can’t be completely reduced to zero but can be transferred to 3rd party. If possible try to
avoid these activities having higher risks.
S.
No
Risk Severity(S) Occurrence(O) Detection(D) Risk Priority
No.(RPN=S*O*D)

20. 20
1 Failure of
electricity
3 1 2 6
2
 Now follow the Customer acquisition process and mark their entries in the database.
 Make sure to send thanks giving message for coming and participating to all customer on
mail and call.
 Make sure mails will be send very customized on first name basis from the teachers
name as undersigned. For that it is suggested that a WhatsApp group and mail group
need to be created so that effective and uniform communication can be followed after the
events.
 In the end cake cutting with new/ current faculty show how much we are caring about
our business partners.
 Make sure to click photos, create GIFs and spread buzz on Twitter page, Facebook page
and WhatsApp group of society and new WhatsApp/ FB group which was created for
participants.
 Be ready with wallpapers, small 1 min videos and real time coverage of what is
happening in the event. Teacher may take help of her family members for the same
 In a periodic interval (say once in a month) go through all checklists and other docs, discuss them
with all stakeholders (teachers, sample of kids and parents) and try to incorporate all better
suggestions. Keep updating logs, sheets and maintain database in such a way that new files won’t
update or override pre-existing files (can try versions or codification to better create versions and
easy to sort and search them.
Concepts and tools used to increase conversion rate
Study of Brand Personality
What Cuemath are
A caring, responsible brand that understands Math, students and the partner’s anxiety
● Intellectuals
● Fun, smart and confident personalities
● Innovative thinkers ready to succeed in the “math” economy
● Growth mindsets
What Cuemath are not
● Tuitions
● Mechanical calculators
● Exam-crazed rote learners
● Conventional thinkers with a narrow, rigid skillset
● Fixed mindsets
 Proper following of leads, categorization of all Leads into below categories:

21. 21
S.No. Categories Description Actions to be taken
1 Suspects Doubtful, curious, need counselling and
assurance
Ask Magical Qs, try to connect
with their concerns and
addressed them in friendly
manner
2 Prospect Knows similar products but want further
value from the product
Prove them how we addressed
what they needed and quality
assurance of product and
services offered
3 Buyer First time buyer: Ready to buy only
concern is price and benefit to sacrifice
ratio
Just need to share features in
form of benefits. Make them
aware that we have exact
tailored solution to their kid’s
gap in Maths and mental
development
4 Customer Multiple purchases completed Customer is having trust on
offerings, need periodic review
and assurance that we are
improving and giving them best
in market as per customer gap
5 Loyalist Fan of our offering, Need least focus, but try to use
them to spread WOM and
increase awareness on internet
and in nearby society.
6 Advocate Almost die heart fan Promotion, branding and
business partner
 In the end after proper study of conducted event submit a PPT divided in mainly 3 parts
I. What expected? Before the event organisation (Porter 5 Force model, SWOT, Customer Gap,
Survey, STP communication to all participants)
II. What happened? Actually happened on D-Day (follow all checklists, data acquisition)
III. Why happened? Data analysis, forecasting, regions of improvements. Effective
communication of learning to all teams across the organisation using Video messaging of 3
min max on a common specified platform for future reference.

22. 22
1. Affiliate marketing: I learned that the key decision makers for a child’s education are the mothers.
Keeping this thought in mind I tied up my preschool (for one specific location) with a couple of
parlors. Why parlors? Probably the only place where women have plenty of time to chit chat and
relax (pun intended: p).As a marketer, I found an opportunity to make use of this time and introduce
my schools to the mothers via the parlor owners, in this case, the parlor owner is my affiliate. Every
qualified lead that is passed by the parlor owner will be entitled to X money. And if this lead gets
converted into admission then the payout will be Y.
2. Referral marketing: you can ask for references from your existing customers (parents). Your
referral program needs to have a strong name to connect with parents. For example, “XXXXXXX
Cuemath Ambassadors”. Every time you get through reference make sure you get a picture clicked
off that family and pin it on your board. This will also help the counselor in her counseling.
3. Digital Marketing: is part of our current strategy to acquire customers (parents) over a period of
time. As per Maslow’s Hierarchy of Needs the third level in the pyramid is the need of Love and
Belonging. Your customers’ i.e. parents have the need to be social and connect with one another. In
today’s scenario where social media has become a part of our daily life; as an EduTech company,
you cannot ignore the opportunity to connect with parents on these mediums.

23. 23
For which we launched recently at our own “Cuemath Pune” on six social sites which includes
4. We recently created many WhatsApp groups based on different clusters and type of CTPs -
Certified and Active so that they can share with us and other teachers -pictures and videos of various
events organized by them as per CTP’s Growth Plan. We are saving these events pictures and clips
on already shared G-drive location.
5. So every day we are getting live updates in form of pictures and video clips. Hundreds of kids
enjoying these activities with their friends and parents are captured by our CTPs from all parts of
Pune.
Achievements: Within last 20 days after launch we are going to cross on our FB official page of
Cuemath in Pune. Similarly, we got good results on Twitter, LinkedIn, and YouTube etc.
 4000 People reached
 500 people on page views
 1000 people on Videos views
6. We are collecting, filtering and saving these valuable and amazing events in forms of Slideshows
and videos on our 6 social platforms
Cuemath Centre Testimonial:
7. We chose one of our CTP centre based on a Quality filter and considered it as a Brand ambassador
of Cuemath in Pune. We approached CTP of this centre MS Gouri Hore, and requested her to
participate in our plan of presenting a CTP centre experience from teacher and student’s point of
Facebook https://www.facebook.com/cuemathpuneofficial/
LinkedIn https://www.linkedin.com/company-beta/13300764
Twitter https://twitter.com/CuemathPune
YouTube: https://www.youtube.com/playlist?list=PLFQ6UBSgiRJBXNj-
qRl4uq_FIF7c7eKAm
Instagram https://www.instagram.com/cuemathpuneofficial/?hl=en

24. 24
view. We posted these in form of a Video interview on Facebook, WhatsApp, YouTube, LinkedIn
and Twitter. We are surprised to see the response in form of views and engagements. (Please see
screenshots of success of this whole plan shown below)
8. Remarkable product: Make your product/service REMARKABLE. In education, your customer is
the parent and your consumer is the child so plan your strategy accordingly.
9. Publish newsletter: Publish a monthly community newsletter comprised of parenting tips,
educational programs, learning tools and apps, community and school news as well as upcoming
special events. The aim of each article being to showcase one or two features of the curriculum and
educational services unique to Cuemath approach to teaching training and education.
Marketing Collateral allocated to be delivered/transported to the “New Cuemath teacher’s” address:
Sl. No. Item Quantity
1. Letter from CEO 1
2. Agreement 2
3. Envelope for Agreement 1
4. Cuemath Poster 5
5. Pamphlet 300
6. Program Booklet 20
7. Teacher Certificate 1
8. Pledge 1
9. Product Showcase 1
10. CR Cards Box 1
11. CBT Invitation 20
12. Score Cards 20
13. Enrolment Form 20

25. 25
14. Trial Sheets (Two copies of each grade) 18
15. Testimonial 1
16. Curriculum Map 2
17. Visiting Cards 90
Cuemath Carnival
As a team, we were given responsibility of organizing a Carnival Event in Pune in most efficient and
effective manner which is estimated to be attended by 500+ people.
Theory and concepts used in this event covers a wide range of MBA curriculum such as Budgeting,
Estimation, Procurement, Bargaining, Market analysis, Project management, Material and Inventory
management, Digital marketing, BTL activities and so on. Some of the important tools that I have used
to reach final goal of conducting a successful event are shown below.
Timeline Planned for Event
Materials required and activities supporting Marketing of Cuemath Carnival
Materials Required
Qty Office Qty Market
100 Pamphlets 20 Attendence Sheets
100 Fliers 12 Gifts
100 leaflets 200 Certificates
10 Pens 2 Banners
Av Banner 100 Colors + Brush
3 Standees 300 refreshments
2 Stalls AR Tents
2 Promo table 10 Posters
Av Laptop
3 Tabs
1 Screen and Projecter
100 Brochures
Av Posters
Design and Prepare
Sheet
Poster
Videos
Certificate
Photos edit
PLACE FINALIZE
POSTERS ROUGH DRAFT
CONTENT FOR FB, WHATSAPP, TEXT, EMAIL
FINAL POSTS
ARRANGE CHAIR/TABLES/SOUND, NET…
PUZZLE READY, ARRANGE STATIONARY-…
KAHOOT READY, TREASURE HUNT
Place finalize
Posters rough
draft
Content for FB,
Whatsapp,
Text, Email
Final Posts
Arrange
Chair/Tables/S
ound, Net
Connectivity
Puzzle ready,
Arrange
Stationary-
Painting,
Sheets, Pens
KAHOOT
Ready,
Treasure Hunt
Start Date 25-05-201725-05-201726-05-201702-06-201726-05-201703-06-201704-06-2017
DURATION 3361922

26. 26
Estimate Budget for Carnival Event
 In the draft version 1.0 we tried to think of all possible materials required for the Event. Cost of
most of the material taken is after consulting and comparing multiple vendors in the market. Based
on the estimation
 Total Expenses: Rs 18,700
 Estimated income from registration: Rs 25,000
 Total Profit= Rs 6300
** All data above shown based on estimation and may have some margin of errors.
Transportation Problem of Cuemath
The biggest operation problem company Cuemath is suffering is that whenever from Bangalore HQ, any
new material is received at Pune office and is need to be distributed among all teachers in the city, then it
costs lot of consumption of energy, working hours of employees and numerous requests verbal and written
to motivate teachers to visit and collect their materials.

27. 27
 There are over 350 Cuemath teachers in Pune, more than half of them are inactive which means
because of some reasons are having no active students. For these so many teachers to firstly make
them pay fee for various support materials and then asking them to collect it on their own from Pune
office is very tuff job.
 Most of them responded that they can’t come office because of distance, time and cost involved in
visiting the office, material transportation and most important they can come only if their husband
will come with them since they can’t drive alone.
 It results into 45 day activity to just motivate 100 teachers to pay and carry these material to their
home
 Thus we need to solve this wastage of working hours of completing this whole process, fee
submission-> teacher’s visit to office as per their convenience, signing of docs and finally material
reached to Cuemath centre i.e. house of teachers.
 We realized only about 100 teachers turned out of 350 teachers and one of the prominent reason behind
is that we are not having any cost effective transportation solution to make material reach these
teachers so that every time they needn’t to visit office.
 Optimum route to be travelled need to be discover within budget, allocated time at least possible
methods.
Methods and options explored to solve the issue
1. Theoretical Solution using Operation research concept of solving Salesman transportation
Problem.
Limitation: for
RECOMMENDATIONS
Transportation route selection
Step 1: As shown below, all 350+ teachers’ locations are filtered into final 87 teacher’s addresses on the
basis of multiple filters based on algorithm to filter out inactive teachers and those who are not aligned
with the vision of the Cuemath in long run.
Step 2: We want to focus all our energy, focus and resources only on those business partners who as per
the 80:20 rule are likely to give us >80% of total businesses in Pune.
Step3: Now once we know which teachers are need to be targeted, we searched them in the company’s
existing database and thus reaches to their full address.
, 15, 2%
, 78, 13%
, 216, 35%
, 287, 47%
, 18, 3%
Teachers status in the Cuemath

28. 28
Step 4: Once we have final addresses now we need to locate these addresses in Pune, for which I firstly
must have accurate and complete addresses which need to be cross verify by calling to each teacher and
then I have to search them on google map and mark them.
Step 5: Now after I marked them on Google map the challenge begin to find out the most efficient route
to be travelled in order to distribute various type of materials to these addresses.
Step 6: There are several methods to find out the best route between multiple points but most of them
are practically only possible to calculate once you know exact distance between every pair of them.
URL: http://www.contextures.com/excellatitudelongitude.html#code
Step 7: Problems with available methods: Firstly all methods talks about Cartesian system where
distance can be calculated easily using coordinate geometries since all distances are straight line, there is
no concept of No entry, One way traffic and U-Turn which we faces in real world.
Step 8: So last option is to locate these points on Pune Map, then using concepts of algorithm and open
loop salesman route optimization try to connect them.
Step 9: Limitation of routing using G-Map:
 One can’t connect points more than 10 at a time and we are supposed to travel total 90+ locations.
 Also there are very nearby points so which point to select in what sequence depends on kilometers
travelled in all possible combination of sequence of travel between the points.
 There is many a times issue of No-entry, One way traffic and U-turn need which unnecessary
increasing the distance and so transportation cost of materials.
Step10: Solution:
 I carefully divided all the available locations based on their position on Map by calculating their
latitude and longitude using some programming algorithm and then I know how to group them
into clusters( 10 clusters of each having 10 members each)
Step11:
Calculate distance of each cluster individually and try to find out total time taken by a car to
travel. I keep in considerations environmental factors
I. Traffic congestion on various routes travelled
II. One-way, No entry and no close loop due to U-turn (since it unnecessary increase
distance)

29. 29

30. 30

31. 31
Clusters all together
 Total distance to be covered in 8 clusters comprising of 87 locations= 240 K.M.
 As per Google map estimation under usual traffic conditions it will take total 12hr 19 min to
complete.
 In other words if we distribute material in all locations on same time say 10 AM on Monday
morning then at maximum it will take 1Hr 47 min and if we include time of picking and
delivering the material at max 2.5 hrs. Total time if we distribute in all clusters using local
transportation medium.
 Suppose we travel these all Clusters on different days still it will not take more than 10 Days
 Keeping in mind the actual time taken by 90 teachers to request to come to office and carry
these material, it took total 30 Days since most of the time they are not able to come and pick
up material to their home due to so many reasons.
 Thus it saves more than 20 days of completion work, significant cost, efforts and time
involved in transporting materials to all teachers.
 It is found out that total distance that needs to be travelled is around 298 km
Millage Rate 15 Km/liters
Petrol Required 19.84
Petrol Price ₹ 72.00
Petrol Cost for Total Distance ₹ 1,428.48
Additional payment of approx. Rs 500 for 2 hrs driving to the driver of each cluster.
=500*9= Rs 4500
So total it will take Cost of transportation= Rs 6000
Let’s take buffer of Rs 1000 due to all possible environmental factors which leads to Rs 7000/- cost
of delivery materials in each cluster which would be so less than what Cuemath and their business
partners are facing in such Operations.
SCOPE FOR FUTURE IMPROVEMENTS
I. There is huge scope of improvement in Cuemath such as in forward logistics, last mile delivery,
and reverse logistics about which the startup for the time being is ignorant as they are more
focused on sales and expansion.

32. 32
II. How teachers once out of the system can return all these materials back to Cuemath is still need
to be explored since there is lot of wastage and copyright issues in different cities if material is
not recovered from deactivated teachers.
CONCLUSION
In startup like Cuemath, where operations, processes and projects need to be improvised a lot, gives
huge opportunity to learn and implement. Every day I noticed problems, failure to meet customer needs
and numerous scope of improvement that helps me to input creative solutions and innovative approach.
APPENDICES
Tracker of Summer Internship
S.NO Date and Day DISCUSSION POINTS AT COMPANY THEORIES APPLIED/
Books referred
LEARNING POINT ANY OTHER REMARK
1 02rd April 2017,
(Sunday)
Organized an event (A Pilot event run by
company to understand Target Market
in Pune as a city)
STP, Maslow’s need
Hierarchy (Social)
About the company’s
product, strategy, TM,
pitching and offerings
Observed the event and tried to
understand the operations and
marketing aspects of the event.
2 03rd April 2017,
Monday
(Official Date of
Joining)
About Company and its process Operation Strategy
fundamentals
Understanding company’s
vision Objective and mission
Tried to understand company’s
growth strategy
3 04rd April 2017,
Tuesday
Was given a target to improvise how to
do pitching and improvement in
operations of the marketing team
Operation Strategy
and control
STR can be improved by
inducting further the target
students in the program by
counselling their parents
STR: Student Teacher Ratio
4 05th April2017,
Wednesday
Planning of Event in untapped societies
of Pune to look for Potential Cuemath
student-parents as target consumer &
customer
Project
Management
(Planning
Techniques),
reducing cost and
risk management.
Dividing Pune into clusters
and focusing on residential
complex having high
occupancy rate so as to get
maximum possible leads
Segmentation of Pune’s population in
different clusters of society based on
sales forecasting and opportunity
based on competition and buying
power of customer.
5 06th April 2017,
Thursday
Planning of Material Required for event,
convey to teachers with effective
communication to build team work.
Economic Order
Quantity (EOQ)
Vendor Search, Purchasing,
Negotiation
Getting Quotation are must from
different vendor for rate comparison
6 07th April 2017,
Friday
Handled 3 new interns, did some team
activities to motivate them to
participate and come up with
innovating ideas to improve company’s
operation and marketing.
NA Customer need analysis,
Cost benefit analysis and
demand forecasting,
Contingency Planning and
Niche Marketing sales
Planning
Upthrust is selected as BTL Marketing
Scout Providers
7 08th April 2017,
Saturday
Launch event at
Siciliaa Co-op housing society,
B.T.Kawade Road, Pune
NA A detailed report will be prepared regarding outcomes of the event
and results obtained will be analyzed for further improvement or
change in marketing Plan
8 09th April 2017,
Sunday
Teacher Launch event at Paramount
Madhuban society, Khandoba mandir,
Sukh sagar nagar, Pune,
NA
S.NO Date and
Day
DISCUSSION POINTS AT
COMPANY
THEORIES APPLIED/
Books referred
LEARNING POINT ANY OTHER REMARK
1 1st May
2017,
(Monday)
We discussed with our CEO
and top management on
Skype that Our company
brand need to be spreaded &
established
Brand Management and
social marketing
Cuemath has distinctiveness and
Quality Product which is trusted by
Google and Sequia capital, we just
need to work on marketing and
Brand awareness
Top management impressed with my new ideas
and asked me to work upon them. As a pilot
Project I was given responsibility to do complete
Digital Marketing Campaign for Cuemath on
Social networking Site
2 2nd May
2017,
Tuesday
I studied competitor digital
marketing strategy, registered
and started a SEO and Social
Marketing Course from
Google to learn concepts like
Adwords ,Social Marketing
campaign On Facebook,
Linkedin and other social sites
Service Marketing, Brand
recognition, STP, Brand
Creation, Brand buzz
creation using offers,
events, corporate
association
It’s very difficult to become
distinctive on Social Sites like
Facebook where already similar
edutech websites from competitors
are well established. We need to do
things differently yet simple
enough to easily understandable by
kids and housewives.
I asked top management to share with me
company’s poster’s templates, official photos
clicked or video created till now so that I can
create an official G-Drive where all team mates
can timely and easily access them. It is much
needed before beginning the social pages since
content need to be published regularly to
sustain audience’s interest about the company.
3 3rd May
2017,
Wednesday
I continue learning online on
Google E-learning about
“must-know concepts of
digital marketing”, how to
rank higher in search engine
I applied various AWS
tool to collect data about
company’s position on
internet in terms of
content’s quality and
Social marketing is must for any
company specifically in B2C market
where customer need brand in
Services where customer need
company’s presence in their phone,
tablet and laptop.
Finally top management and we came on the
same point that we should launch Cuemath on
FB, Watsapp , Instagram, Linkedin, and all sites
where we can reach our target audience.

33. 33
S.NO Date and
Day
DISCUSSION POINTS AT
COMPANY
THEORIES APPLIED/
Books referred
LEARNING POINT ANY OTHER REMARK
results using SEO and Data
analytics using AWS
ranking based on
customer reach.
4 04th May
2017,
Thursday
I created content to be used
on you tube , Watsapp and
facebook etc.
Brand personality need to
be considered before
posting content on social
sites
Poster creation, video editing,
Brand Logo and Mascot creation for
the company.
Amazing experience to create launch of
marketing campaign of such a big company for
scratch with full responsibility and power.
6 06th May
2017,
Saturday
I launched Facebook page,
Linkedin , Instagram ,
Watsapp, and connect my all
300+ teachers with these all
pages so that they can spread
brand awareness.
Teacher welcomed and
congratulated us for such
efforts. They are filled
with fresh energy and
enthusiastic to work
harder.
Marketing campaign launch is truly
a lifetime experience. I also posted
job from company side on Linkedin
in Rs 1700 from my own account.
Now we are everywhere, please have a look
Facebook:https://www.facebook.com/cuemath
puneofficial/
Linkedin:https://www.linkedin.com/company-
beta/13300764
Twitter:https://twitter.com/CuemathPune
Youtube:https://www.youtube.com/channel/U
C3YGJJWn66g1jpBp49Ja8oA
Instagramhttps://www.instagram.com/cuemath
puneofficial/?hl=en
Keywords:
Education, Innovation, Creative reasoning and mental aptitude, start-up, Logistics and operations,
Cuemath teachers, digital marketing, Demand and Supply side of company, Housewife.
Bibliography
1. Facebook: https://www.facebook.com/cuemathpuneofficial/
2. Linkedin: https://www.linkedin.com/company-beta/13300764
3. Twitter: https://twitter.com/CuemathPune
4. Youtube: https://www.youtube.com/channel/UC3YGJJWn66g1jpBp49Ja8oA
5. Instagram: https://www.instagram.com/cuemathpuneofficial/?hl=en
6. My MAP of Google
https://www.google.com/maps/d/u/0/edit?mid=1mbQAaFvfL_T1_S-
BvyRJmFpS38g&ll=18.542769582322197%2C73.82569897509768&z=12
7. Algorithm to solve transportation shortest route problems
https://mathematica.stackexchange.com/questions/15985/solving-the-travelling-salesman-
problem
8. Wikipedia Closest pair of points
problemhttps://en.wikipedia.org/wiki/Closest_pair_of_points_problem
Turnitin Report