BUSINESS PLAN

FOR BYJU’S
“Fall in love with learning”

Khushbu Jethwa
Marketing Management
Internal Assessment-4
7th December 2019

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Introduction
“In 2017–18, the number of students ages 3–21 who received
special education services under the Individuals with Disabilities
Education Act (IDEA) was 7.0 million (14%) of all public-school
students. Among students receiving special education services,
34 percent had specific learning disabilities.” Students with
special needs comprises a wide range of individuals, from those
with physical disabilities to cognitive or developmental
disabilities. They normally are not able to attend mainstream
schools as it gets difficult for them to cope-up with other students
and teachers, also gets harassed and mocked by other kids.

What BYJU’s can provide beyond K-12 learning?

For students with disabilities or special needs, online education can revolutionize the
way in terms of educational opportunities it
may offer. E-learning will give them the
opportunity to progress at their own pace,
without the additional social pressures of a
classroom and with access to the type of
assistive technology they may be unable or
ashamed to use in public situations. Online
learning is not always the right solution. But
with Byju’s personal and individual attention
with qualified educators can help these kids to learn and grow in their life.

What are the strategies to carve a niche in the marketplace?

Host a live webinar Launch a podcast Develop customer
personas

Target
Start a blog
segmentation

Partner with
Build communities
influencers
using social media

Design Infographics Upload video about

Segment Newsletter
the course
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How can we counter the competitors on the online platform?

Online learning platform competitors like Udemy, UpGrad,
Simplilearn are for higher education program, certificate and
specialization courses. However, none of them have yet
experimented to provide education/ teach individuals with disability
or special needs. Byju’s will be India’s first organization to provide
this service. Instead of doing mentoring over a call about the
course, we will do it in person, which will result in more productivity.

What would be target marketing segmentation strategy?

Student Type
Segmentation

Influencer
3 Based on type of disability or
special needs
Segmentation Age- all age group

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Class/ standard (K-12)
Family
Peer group
NGOs Program
Studying conditions Segmentation
Advertisements
Highly qualified and trained teachers

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Marketing messages and information
Human interactions
User-friendly program based on
special needs

What would be the main unique selling point of this plan?

➢ India’s 1st company to provide online education to individuals with disability or
special needs
➢ Personalized learning journeys
➢ Technology enabled learning
➢ Best teachers & engaging content
➢ Mentoring in person about the course
➢ Free lessons for 1 year
➢ Highly qualified/ trained teachers-capable to teach
these students on online platform
➢ Session with students’ parents as well to discuss
the growth about the child and train them as well about the interface of the app.