COMPANY OVERVIEW

ConveGenius Edu Solutions Pvt Ltd. develops educational

solutions for mobile users worldwide. The company provides
tablets and mobile-based educational solutions. Its products
include CG Slate, a mobile edutainment solution for learning
for K-10 kids; and Battle of Minds, an edutainment gaming
network. The company was incorporated in 2013 and is based
in Noida, India with an additional office in Singapore. The
company had been backed by Ashish Gupta, Founder and
trustee of Ashoka University, Michael and Susan Dell
Foundation, apart from other angel investors from Singapore,
Malaysia and Australia.

Key Executives:-
Mr Jairaj Bhattacharya (Co-Founder and Chief Executive Officer)

Mr Shashank Pandey (Co-Founder and Chief Operating Officer)

Mr Arnav Pyasi (Head of Technical Architecture)

Mr Ashok Subramanian (Director-Innovation and Strategy)

Mr Shikhar Gupta (Chief Learning Officer)

History :-
Jairaj Bhattacharya and Shashank Pandey were working on a
research project when they first learnt about the gaps in the
Indian education system. There was a major digital divide
when it came to education in the country.
After graduating from IIIT Hyderabad, both of them went to
work for Nanyang Technological University, Singapore and
then NASA, USA.
The idea of doing something in the field of education,
however, motivated them to leave their cushy jobs and start
ConveGenius, an ed-tech company. The company was
founded in April 2013 and operations started in January 2014
with 26 employees. Currently there are 79 employees in the
company.

Seeded with an investment of Rs 40 lakh put in by the

founders, ConveGenius raised Rs 3.2 crore from a clutch of
angel investors in 2015. It also received Rs 6.5 crore from
Michael and Susan Dell Foundation and Benori Ventures in
2016. The funds have helped the startup scale up operations,
boosting its top line from just Rs 20 lakh in 2014-15 to Rs 5
crore in 2016-17
When ConveGenius started operations, finding reliable
hardware partners proved to be a big challenge. Gradually,
through hit and trial, they were able to partner with reliable
OEMs to host their product. Its hardware partners now
include Samsung, Lenovo, Datawind and iBall.
Products :-
The flagship product of the company, CG SLATE provides
learning content for K-10 kids in eight languages, English,
Hindi, Urdu, Bengali, Tamil, Punjabi, Marathi and Telugu.
ConveGenius product CG Slate aids self-learning experience
by providing curated content, as per the NCERT curriculum,
in the form of levels/stages of a game. Gamification is
extensively used as a means to motivate learning and
curiosity in the child. It is supported with real-time data to
effectively measure and improve learning levels

The product is flourishing well in B2B market and major

customers include NANHI-KALI(founded by Anand Mahindra
and run by KC Mahindra Education Trust), Society of All
Round Development(SARD) and KAIVALYA Foundation.
The latest initiative of the company is to sell the tablet in B2C
market. The company also started providing the learning
content in the form of micro SD cards, compatible with
Android tablets.
The upcoming program/product of the company is CG
WhizKids. This is a home tutoring program which enables
housewives to run a tuition center of their own. The Learning
materials are provided by the company along with the CG
SLATE tablet. However, the program is still in pilot phase and
was my subject of research.
 PROJECT BACKGROUND

The Project CG WhizKids is meant to cater the needs of a

child which are missed by the schools. It is an afterschool
maths and personality development program for kids from
Grade-1 to Grade-5.
The biggest competitor for the program is Cuemath, which is
the elephant in the field. Things that differentiate CG
WhizKids from Cuemath is its personality development
program and use of a tablet for revising the content studied,
in the form of games.
This project is in pilot phase. Currently the program is applied
in Delhi NCR region due to lack of resources. Once the
company will prove grounds for the project, investors can be
approached and funding can be raised to imply the program
on a much wider scale.
There are two main phases of this program.
Teacher Acquisition
Children Acquisition
However, as time was one constraint of this internship, I got
to work majorly on Teacher Acquisition Cycle.
The first question is what is the need of such program?
Multiple research studies have related a childs improved
academic performance to enrolment in a good after-school
program. An after-school environment is more comfortable
and informal in comparison to a school environment. Thus, it
gives the child more opportunities to make mistakes and
learn from the mistakes naturally, which is almost impossible
in a competitive school environment.
Many researchers have also found behavioral change such as
respecting new adults, acceptance to peer learning,
ownership in learning etc. in children because of after-school
programs.

CG WhizKids Vs Traditional Tuition

Elements of CG WhizKids

CG WhizKids uses three types of learning material.

Worksheets
Activity Cards
CG Slate
Worksheets follow Interactive Learning Approach. In
Integrated approach, students are able to connect and create
more real world connections while being more engaged than
a traditional method of teaching. It focuses to teach
everything by topic rather than by subject. A topic is
introduced and the learning objectives are achieved while
revolving around the topic.
Activity Cards are sort of homeworks for kids. It contains
various kinds of things such as, HOTS, Search It Yourself, Do
It Yourself.
CG Slate allows kid to revise the content he/she studied in the
form of games. This helps the child to learn without any
stress. And above all, Kids love to play with tablet.
 PROJECT OBJECTIVES

The project was run into cycles. With every cycle, required
changes & loopholes are identified and implemented in the
next cycle. I joined the project to work on improvements for
second cycle. With the first cycle the conversion ratio was
really poor and the company acquired only three teachers out
of 180 leads.
So with the second cycle, we (Team CG WhizKids, which is a
mere three member team lead by Shikhar Gupta, CLO)
started with clear objectives. The objectives were:-

Teacher acquisition cycle will aim at a number 50

Children acquisition cycle will aim at a minimum
of 4 children at each centre, i.e., 200 children.
 PROJECT DESIGN AND METHODOLOGY

As the objective of the program was clearly defined, I started

with understanding the processes of cycle 1. Cycle1 was
carried out by two employees, Sumedha Juneja & Misha Dua.
Cycle1 was carried out more on field and less in office.
Parents were approached by conducting personality
development workshops for children and a baseline math
test. A few schools, Deep Memorial being one of them, were
also targeted. For the teacher acquisition part, Facebook
campaigns were run, and out of 180 leads, three of them
successfully started their centre. This gave them a success
percentage of 1.6%.
For cycle 2, I started with identifying the competitors and
relevant strength and weaknesses for this program. The
major and only competitor for this program is Cuemath.
Cuemath dominates the 3to5 afterschool market in Delhi NCR
region. The findings of Misha and Sumedha helped me to
understand that there is a hype for Cuemath among people.
So the first thing I decided to start with is building a hype for
our program. The next thing I had to do is to design a proper
process for the teacher acquisition cycle. And also, a
marketing campaign. All this had to be done within 20
working days as the cycle 2 was to start on 7th July.

1.WEBSITE AND BLOGS

Before anything, I requested the tech team for a proper

website. But due to lack of resources and funds, our project
manager agreed to host a CG WhizKids page under the CG
Slate website. Registration facility was available for both
teachers and parents. All the leads generated through our
website were directed to CG WhizKids email-id. I, along with
another intern worked on developing contents for our
website. We wrote 11blogs that I needed to push to our
website. The blog topics were centered towards parenting
methods and options for housewives. Few of the topics were:-
Essential 21st Century Skills for Children
Growth Mindset Vs Fixed Mindset
Parents on a lookout for Better Substitutes to Traditional
Tuition.
Easy Ways to Make Money for Homemakers.
Educated Women Homemakers
Entrepreneurial Spirit in New Age Homemakers.
Integrated Learning Approach.
Afterschool Learning Programs in India.
Development of Numeracy Skills in Early Childhood
The objective of all these content was to motivate the person
reading it and also develop curiosity for the program.

2. FACEBOOK PAGE

Next on the list was a platform required to communicate with

our Target Audience. The FB page goes by the name of CG
WhizKids. The objective of the page was to increase our
reach and create awareness as the word about the program
should spread and reach as many people as possible. The
page is a platform to share content and elements of
CG WhizKids, Different methods of parenting and teaching,
requirements of 21st century children, closing the generation
gap, testimonials of our existing teachers, relevance of
personality development in real life scenario etc.
Every content that goes into the page is first molded to our
requirements i.e. it should make the audience feel the need of
the program CG WhizKids. A screenshot of a post is shown
below:-
3. ONLINE PRESENCE
Whenever we hear about something new, our first reaction is
to search about the program/product on Google or other
search engine like platforms. Depending on the number of
results returned as search results, our credibility is built for
that product. The situation more or less is similar when we
see reviews before buying a high value product online.
So, I listed down some websites where our program can be
mentioned to gain a standard online presence and can be
reflected in Google search results. Franchisee India, Quora,
Sheroes, My Investment Idea are few of them.
Also some testimonial videos were shot with our existing
teachers for YouTube content.
We also talked with the core marketing team to make Google
adverts for our program. A screenshot of results of Google
search is attached below:-
4. MARKETING CAMPAIGN
Next and the most important step were to design a marketing
campaign on Facebook for our program. Defining the target
audience was the first step. The first target audiences were
housewives who had been in a corporate but left their job to
excel their marital responsibilities. Preferable if theyve a kid
studying in between grade1 to grade 5. Such ladies can start
their centers without delay. The second target audiences
were husbands, who want their better-half to work but at the
same time dont like the idea of their woman stepping out and
ignoring her household responsibilities. We had to position
our program as something thatll help their wife to learn new
skills while being at home and at the same time they can also
look after their households.
The marketing campaign was to run in carousel format.
Carousel style ads show 3-5 images and/or videos,
headlines and links or CTAs in one spacethe audience is
able to scroll through the ads horizontally on a desktop or
vertically on mobile. This type can be used to showcase
specific products or apps, to tell a story through carousel
imagery or show one long, high-quality image. The text used
in the in campaign should be effective enough to motivate
people to give a shot to the program. The Sign Up/ CTA
button gives a brief description of the program. But
motivating people to click that Sign Up button could be
achieved only by the texts and images used in the advert.
They give first impressions about the program.
After the dry run of the campaigns, we concluded that
campaign targeting women was more responsive than the
mens campaign. So we decided to go with the women
targeted campaign only.
The outputs of the campaign were interested leads that can
be contacted and converted to a certified CG WhizKids
Teacher.