4. Industry Overview:
Indian higher Education Admission Industry
30.1 Mn Enrolment
in 2015
750 Universities
Budget 2016, allocation
of huge funds
Worth $60Bn
6 Lakhs MBA aspirants
4500 B-schools
4.3 Lakhs Secure
Admission
No. of B-schools rose
by 5% CAGR
CAT, XAT, MAT and
many more exams
7. Understanding Admito’s Stakeholders
MBA
Aspirants
B-Schools Parents
MBA
Students
/Alumni
11%
11%
11%
10%
9%9%
8%
8%
8%
8%
7%
MBA students' college selection
influencing parameters College Placements
Alumni Base
Perceived College Brand
Student Life, Activities and
Student Exposure
Branches offered by college
and their market value
Batch Strength
Your dream company visiting
the college
College Fee
College Ranking
Location of the College
Images or Virtual Tour of
College
11%
11%
10%
10%
10%10%
9%
8%
8%
8% 5%
MBA Aspirants' Colleges selection
influencing parameters College Placements
College Ranking
Your dream company
visiting the college
Perceived College
Brand/Image
Student Life, Activities
and Exposure
College Fee
Alumni Base
Branches
Batch Strength
Location of College
Images or Virtual Tour of
College
Apply for
Exams
Apply for B-
Schools
Apply for B-
schools II
GD/PI/WAT
Comparison
of B-schools
Admission
formalities
Phases
11
Parameters
1-5
Rating Scale
410
Responses
324
MBA
aspirants
86
MBA
students
Online portals and coaching centers are preferred sources for MBA aspirants
8. Understanding Admito’s Stakeholders
MBA
Aspirants
B-Schools Parents
MBA
Students
/Alumni
Rich data of Students’ profile
Convertibility chances based on previous data
Proposed partnering in formulating B-schools marketing strategies
More target focused approach
B-Schools are focused upon getting more number of students
For Marketing they rely on either professors or regular outside agency
More focused on engaging in commission per student based business
10
B-schools,
which accept
MAT scores
have been
approached to
conduct this
research
9. Understanding Admito’s Stakeholders
MBA
Aspirants
B-Schools Parents
MBA
Students
/Alumni
30
Parents, at the
time of
admissions,
have been
approached to
conduct this
research
Brand
Name
Location
Placeme
-nts
Fees
College
Infrastru
-cture
and
security
Faculty
As compare to graduation, Parents do
not have much involvement in higher
education
10. Understanding Admito’s Stakeholders
MBA
Aspirants
B-Schools Parents
MBA
Students
/Alumni
50
MBA students
and Alumni
have been
approached to
conduct this
research
Most of them are eager to help aspirants
Money is not a motivating factor for them
One on One guidance is more fruitful
Managing time will be an issue
If aspirants are from the same undergrad college, they might go a
step further
Preferable channels are social media, call or online platform but not
through physical presence
11. Recommendations
Improve college selection algorithms based on the results
Use factor result to create awareness about choosing a right B-
school
Provide solution oriented quality services to get an edge over
competitors
Get B-schools students and Alumni on board for guidance
Integration with B-schools does not look promising, hence focus on
other important things
Increase social media presence since most of the target audience
is present there
Include convertibility chances as a feature after couple of years
12. SWOT Analysis
• Good tech team
• Less overhead expenses
• Small team, ease of communication
• Being a startup, Flexibility in the way of working
• Product/Service portfolio
• Being a small team, Knowledge sharing is easy
• Employee satisfaction is good
• Core team is familiar with the industry’s know-how
• Clarity of solutions from immediate reporting
• Limited resources including small team Product is
not ready
• Lack of expertise in certain areas
• Lack of diverse profiles
• Least online presence
• Too much time spent on planning
• Lack of awareness among TG
• Unavailability of the each member of tech team at
one point.
• Tech team is in learning phase, which is taking
little longer time
• Increasing spending of parents on higher
education would lead to more people going for
MBA.
• Increasing Government Spending would lead to
more colleges and universities being opened in
the near future offering MBA programs.
• Increasing investor confidence in Edu-tech
startups would lead to publicity of the startup
leading to target market’s consideration
• Executive MBA sector has been growing rapidly
• Growth of education market is increasing every
year
• Fees of MBA Programs from many universities has been
increasing
• Irrelevant course curriculum, Lack of skill training programs for
faculties, increasing tuition fees and increasing un-employability
have a significant impact on number of admission seeking
students in Higher education
• With increasing technology, chances are that our competitors
succeed in building a somewhat similar product like ours. Limited
barriers to entry.
• Number of key players in the MBA industry increasing and our
competitors are doing quite good in marketing themselves.
• Coaching Institutes have their own in-house team which would
get them reluctant in availing our services
• Our prospective target market does not come online to search
relating MBA. Getting them online would be a real hassle
S
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A
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13. Marketing Roadmap
Current Registered Users: 3000 (Approx.)
Marketing Objective: 15,000 Users by June 2017
Assuming 10 % conversion rate
Funnel: 1,50,000 MBA aspirants
CAT
2,00,000 Takers
MAT
2,00,000 Takers
XAT
90,000 Takers
Total
3,50,000
Takers in
CAT/XAT/MAT
40 %
Engineering Graduates
20 %
Commerce Graduates
20 %
BBA Graduates
70 %
Fresh Graduates
30 %
Work-ex
3.4 Mn
Graduates every year
(Engineering +BBA
+Commerce)
10 Mn
Graduates every year,
who holds work ex
from 1-3 years
Maharashtra Karnataka
UP Telangana
Gujarat Tamilnadu
AP MP
Target States
Marketing
Channels
14. Marketing Roadmap
Phase-1 Workshop Webinar Blog (New Article) SEO PR
1st July-10 July
SEO Activity11th July- 20th July
21st July- 31st July
1st Aug- 10th Aug
2 Workshops
11th Aug- 20th Aug
21st Aug-31th Aug
1 Webinar+ 1 Blog
post of webinar
Review 1
1st Sept- 10th Sept
2 Workshops
1 Blog Article
11th Sept- 20th Sept 1 PR Article
21st Sept- 30th Sept
1 Webinar+ 1 Blog
post of webinar
Review 2
15. Marketing Roadmap
Phase-2 Workshop Webinar
Blog (New
Article)
SEO PR Collaboration Networking event Campaign/Contest
1st Oct-10 Oct
Collaboration
11th Oct- 20th
Oct
2 Workshops
21st Oct- 31st
Oct
1 Blog Article
1st Nov- 10th
Nov
1 PR Article
11th Nov- 20th
Nov
SEO Activity
2 Networking
events
21st Nov- 30th
Nov
Review 3
1st Dec- 10th
Dec
1 Webinar+ 1
Blog post of
webinar
SEO Activity Collaboration
11th Dec- 20th
Dec
Campaign/Contest
21st Dec- 30th
Dec
Review 4
16. Execution
10
MBA workshops are in
pipeline for undergraduate
institutes in NCR
1
Webinar conducted in the
month of May
10
On call guidance delivered
