SUMMER PROJECT

PROGRESS REPORT NO. 1

ON

MARKET (SECTOR) ANALYSIS OF

BYJUS

“THINK & LEARN PVT. LTD.”

SUBMITTED TO: SUBMITTED BY:

LAXMI KUMARI
Name: Dr. SONAL PUROHIT
STUDENT NAME: LAXMI KUMARI
Designation: OSP UID: 20MBA1112
Chandigarh University MBA-Batch 2020-22
Location: Gharuan, Mohali
DECLARATION

I, LAXMI KUMARI, student of CHANDIGARH UNIVERSITY, MBA, undertake that the

research work on my Project “E-Learning” has been done by me and nothing is fabricated in

the project and I have not copied from any other source. This is the first hand information &I

solemnly affirm that.

Signature of the student

Laxmi Kumari
ACKNOWLEDGEMENT

The SOP opportunity I have with Think & Learn Pvt Ltd (BYJUS) is a great chance for
learning and professional development. Therefore, I consider myself as a very lucky
individual as I am provided with an opportunity to be a part of it.

I express my gratitude to Mrs., Sonal purhoit, for giving necessary guidance which were
extremely valuable for my study both theoretically and practically.

I perceive this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives.

Sincerely,
History
BYJU’S - The Learning App is the popular brand name for Think and Learn Private Ltd.,
a Bengaluru-based Educational technology (edtech) and online tutoring company that has
recently received large-scale attention from students across India and attracted investors from
across the globe. It was founded in 2011 by Byju Raveendran at Bengaluru, Karnataka, India.
BYJU'S was the first investment in Asia from the Chan Zuckerberg Initiative. It is currently
India's best funded education startup and is considered to be one among the only few Indian
consumer startups that has gone global, particularly with the 2017 acquisition of Tutor-Vista.
Today, BYJU’s is India’s largest education technology company, offering supplementary
classes for children between grades 6 and 12. In addition, it also features preparatory modules
for several Indian exams like CAT, JEE and IAS, and international exams like GMAT and
GRE. Having handpicked the best teachers in the country, and copyrighted their novel
techniques, the platform has set an unprecedented trend in Indian education. The big question
is, how does it make money? Byju’s is based on a freemium model, where its content can be
consumed freely, without any charge. When students get hooked to the app, and begin using
it to learn, parents tend to opt for an annual subscription, to sustain the knowledge
consumption. Byju’s go-to-market strategy has been lauded for its scalability, allowing the
brand to easily expand in English-speaking markets outside India. Its marketing vehicles have
included television, print and hoardings.
Profile
BYJU’s is an India’s largest Ed-tech (Learning) Company that is reinventing how students
learn through its learning app (Byju’s- The Learning App). It offers learning programs that
are effective and engaging for students in class 6-12, and for competitive exams like CAT,
IAS, and GRE GMAT. The app makes use of original content, watch-and-learn videos, rich
animations and interactive simulations that, as opposed to rote memorization, make learning
contextual and visual. Equally important, the app adapts to the unique learning style of each
student, inviting them to explore different concepts and suggest a learning footprint for the
student that can also address any gaps in learning. BYJU'S aims to inspire a lifelong love of
learning.
In 2011, Byju’s began designing core learning modules, an exercise that took nearly four
years to complete. Raveendran knew that the method had to be engaging and interactive, and
he made the tutorials rich in graphic content. He conceptualized an adaptive online learning
software by using visualization techniques. He made sure that the video formats delved into
the depths of a subject without making it boring. In recent years, Byju’s has tweaked its
content distribution strategy. The brand’s stratagem has been largely focused on mobile
mindshare. And in a country where smart-phone multiplication has been rapid, technology
has been a massive catalyst for the brand’s growth. The biggest trump card that
Byju’sbrandishes is the fact that its model is personalized. Having established a foothold
amongst more than 1,400 mobile users across India, the app draws usage patterns from
individual students, assessing their learning behavior. By assimilating visual and concept
themes in their app, Byju’s cleverly augments engagement time.

Products and Services

Their flagship product is a smart-phone app named BYJU'S-The Learning App that has been
available since August 2015. The App serves educational content mainly to school students
from classes 4 to 12 (primary to higherary second level education). The company trains
students for competitive examinations in India such as IIT-JEE, NEET, CAT, and IAS as
well as for international examinations such as GRE and GMAT.
The main focus is on mathematics and science, where the concepts are visually explained
and in context using modern digital animations and moving illustrations, all embedded within
short videos (15-20 minutes long). The app has received criticism for a few issues such as
lack of depth in some areas, overly simplistic treatment of some basic topics, and lack of
within-lecture student-teacher interaction. In spite of the adverse critical opinion and
competition from other players (including Edtech startups and traditional education firms),
the app has enjoyed tremendous popularity. BYJU'S reports to have about eight million users
overall and about four lakh paid subscribers on an annual basis and an annual retention rate of
about 90%.
The Byju’s platform is supported by three frameworks: Ruby on Rails, Selenium and
Appium. A PostgreSQL database sits on top of the framework base, and is compounded by
an Integrated Development Environment (IDE) called Unity3D.
Competitors
Byju’s isn’t alone in the Indian ed tech space. It has been followed by a host of new entrants,
all hungry to claim their stake in the emerging sector.

 Plastic Water Labs, for instance, has a different take on learning. The brand
intends to address the problem of poor comprehension in India’s education sector, and
is working on a Virtual Reality app that will place students in an immersive, multi-
sensory learning environment that will enable spatial thinking. Lessons will be
conducted through Android smartphones that can be toggled to a VR setting through
Google cardboard. The offering will work on an annual subscription model.
 Entri, provides a plug-and-play platform on a cloud, for coaching institutes, teachers
and students. The app tracks a student’s performance, measuring strengths and
weaknesses, and displays it in a format akin to Google Analytics. The app hosts a
bank of 30,000 preparation questions, formulae and other material, and provides a
forum for students to seek advice, clarifications and help from subject matter experts.
The app charges Rs. 2,000 per annum per student.
 KatalystEduserve, has been founded to fully uncover a student’s true potential.
The company conducts credit-based education through an online course software, to
channel a child’s competencies in the right direction. Its customised offerings range
between Rs. 100 and Rs. 6,000 and include an assortment of services such as
academic comparison, personal counselling, and parent and teach interaction and
engagement of a personal trainer.
 Vedantu, a live tutoring platform, is squaring in on students who don’t have time to
go for tutorials and coaching classes. When the brand launched, its primary goal was
to create awareness about its category and not necessarily the brand per se. live
tutorials weren’t a known concept, and parents needed to be educated about them.
Other than radio spots, Vedantu’s above-the-line strategies have primarily been
online. Through social media advertising, search engine optimization and
collaborations with publishers such as Yahoo and Google, they have acquainted
Indians with virtual classroom software. They claim that 8 out of 10 Bangalore
residents now know what Vedantu provides.
 Pinlearn is a turnkey framework that allows you to set up an education technology
platform in just a few days, and at about one-hundredth the launch cost.  The platform
is widely used by ed tech companies, and is a superior alternative to in-house
development or other readymade technologies. Its spectrum of features coupled with
its responsive design give you a premium experience, whether you’re looking to start
your own tutorial website, or an online teaching and learning marketplace.
EXECUTIVE SUMMARY
This report aims at illustrating and describing how e-learning can contribute in creating value
and reducing overheads associated with the learning process through adopting and
implementing e-learning systems and applications.
It is an obvious fact that e-learning plays a vital role in managing the education chain
especially now that digitalization has become very common in the business market
environment around the world. The main purpose of this report is to find out how e-learning
can contribute in creating value, reducing cost and gaining more profit out of the learning
process.
Since this report is meant to cover the available literature on e-learning only limited areas of
the education are presented.
Also BYJU’S e-learning module and its application has been explained in this report which is
an leading e-learning tool which is used by many students for learning needs and hence its
details have been covered in this report.

OBJECTIVES OF THE STUDY

 The aim of this report is to study the background and benefits of e-learning.
 The background and popularity of e-learning, cost factors associated with it.
 Understanding the promotional strategies used by market leaders & identifying the
strategy best suited for BYJU’S.
 Sales & Marketing of the existing products by studying consumer buying behavior.
 Learning about personalized approach of byju’s app.
BYJU’S – The Learning App
SWOT Analysis
Strengths
 First Mover Advantage - Byju's has first mover advantage in number of segments. It
has experimented in various areas Strategy. The Strategy & Execution solutions &
strategies has helped Byju's App in coming up with unique solution to tap the un-
catered markets
.
 Diverse Products – Byju’s offer different varieties of products. Content is available
in all type of formats like stories, visuals and theories as well. Also available in
regional languages. They provide a wide variety of options to students.

 Strong Finance – The Company’s balance sheet shows strong financial position.

 High Customer Retention – Byju’s is great in student’s engagement into any study
material. Research proves that on an average a student spends minimum of 40 mines
once they open Byju’s App.

 Acquisition of competitor (White hat Jr.) – Byjus has recently acquired White Hat
Jr. for $300 million. Together they will provide coding classes to students.

 Customer Loyalty – Customers are loyal towards the company because of the good
quality products and services.

Weaknesses

 Low Return On Investment – Even when the company has strong balance sheet, the
return on investment is low due to high expenses which it has to incur.

 Bad Reviews – There is two sides of each coin. So, along with positive reviews there
are also negative reviews by many customers who are not satisfied with the service
and find it expensive.

 Inventory Management – The Company faces challenges with proper inventory

management.
  Less US Children Enrollments – The Company wish to grow in International market
but the number of US Children enrollments is declining.

Opportunities

 Increased Trend of Online Education – With the increase of e-commerce in India,

the trend of education has also increased over the last few years. Everyone want the
comfort of being anywhere for studying.

 Education due to Covid -19 – Education sector has adversely affected due to Covid-
19. It has given great opportunity to Byju’s to increase its market as more and more
people are dependent on online education.

 NEP 2020 encourages online education – The New Education Policy has laid great
emphasis on online education and the Govt. is completely supporting it.

 Introduce Professional Courses – Currently Byjus is only providing classes for

school students and preparation of competitive exams like JEE and CAT. Further it
can provide classes in technical and professional courses, extra-curricular activities,
coding, etc.

 Untapped Semi-Urban and Rural India – Byju’s still has opportunities for targeting
major segment of India i.e. Rural and Semi- Urban. These people are also adapting
the new trend.

Threats

 Business Model can be imitated – Byju’s business model can be imitated by new
entrants quite easily. So, this is a threat for the company.

 Data Privacy – Data privacy is very essential for companies like Byju’s.

 Competitors – This being an era of online education, more and more companies are
coming in this sector. So, there is always a threat of competitors and its strategies.

 Economic Recession – This is also the time of economic recession. People are
willing to spend low amounts of money and also over essential products. So, they
might not afford online classes for their children along with the school going on.
RESEARCH METHODOLOGY
RESEARCH
This research will accomplish chiefly through qualitative approach that is based on the
secondary information.
Qualitative research includes the reviewing and analysis of the articles, research papers and
other published information in order to gain a deeper understanding of the prevailing
scenario. These methods will help to understand the opinion and views regarding e-
procurement.

DATA COLLECTION
The research study will be accomplished through analysis of secondary information
available in the published form, which includes data from textbook, journals, management
reports seminar papers etc. The electronic data and results of surveys conducted will also
important data sources for the report.

To gather all the information that my report need, I will find related information by accessing
reference books business magazines and journals & Web sources.
 INTRODUCTION
E-learning
E-learning is an education via the Internet, network, or standalone computer. E-learning is
basically the network- enabled convey of skills and knowledge. E-learning refers to using
electronic applications and processes to learn. E-learning includes all forms of electronically
supported learning and teaching.
The information and communication systems, whether networked learning or not, serve as
specific media to implement the learning process. This often involves both out-of-classroom
and in-classroom educational experiences via technology, even as advances continue in
regard to devices and curriculum. E-learning is the computer and network-enabled transfer of
skills and knowledge. E-learning applications and processes include Web-based learning,
computer-based learning, virtual education opportunities and digital collaboration. Content is
delivered via the Internet, intranet/extranet, audio or video tape, satellite TV, and CD-ROM.
That is to say E-learning systems contain both Learning Management System and Course
management system. It can be self-pace or instructor-led and includes media in the form of
text, image, animation, streaming video and audio.
It is commonly thought that new technologies can make a big difference in education. In
young ages especially, children can use the huge interactivity of new media, and develop
their skills, knowledge, and perception of the world, under their parents' monitoring, of
course. Many proponents of e-learning believe that everyone must be equipped with basic
knowledge in technology, as well as use it as a medium to reach a particular goal and aim.
In the 20th century, we have moved from the Industrial Age through the Information Age
and now to the Knowledge Age. Knowledge and its efficient management constitute the key
to success and survival for organizations in the highly dynamic and competitive world of
today. Efficient acquisition, storage, transfer, retrieval, application, and visualization of
knowledge often distinguish successful organizations from the unsuccessful ones. The ability
to obtain, assimilate, and apply the right knowledge effectively will become a key skill in the
next century. Learning is the key to achieving our full potential. Our survival in the 21first
century as individuals, organizations, and nations will 2 depend upon our capacity to learn
and the application of what we learn to our daily lives.
E-learning has the potential to transform how and when employees learn. Learning will
become more integrated with work and will use shorter, more modular, just-in-time delivery
systems. By leveraging workplace technologies, e-learning is bridging the gap between
learning and work. Workers can integrate learning into work more effectively because they
use the same tools and technology for learning as they use for work. Both employers and
employees recognize that e-learning will diminish the narrowing gap between work and
home, and between work and learning. E-learning is an option to any organization looking to
improve the skills and capacity.
The evolution of e-learning
The growth of e-learning is more of a dynamic process as it is affected by many factors such
as the subject matters, the knowledge level of the audience and the environment around the
audience. The users also play an important role in how they want to learn as all users do not
have same approach to learn. A major factor that affects the elearning process is the amount
of information that the user wants to receive. The users must decide for themselves which
information is important for them at a moment of time and how much they can process.
These all factors have vastly affected the way elearning has developed from the early times to
the present.
During the early 1980’s when computers were scarcely available instructors-led training
(ILT) was the only way of learning things from or about computers. Computers were only
available for official use, and if staffs wanted to learn from computers they had to use the
office hours. Using the office hours to train led to major slowdown in the official work and
was rather counterproductive for the offices.
Then arrived the era of multimedia advancements from around 1985 to 1995 Windows3.1,
Macintosh, CD ROMs and PowerPoint started making their marks. Then to make training
portable and visually engaging, instructors started using CD ROMs to deliver instructions. As
the instruction could be easily transported using a CD and could be delivered repeatedly even
without the presence of any instructor, this era represented a major upgrade from instructor
led training. This also resulted in major cost savings and was more productive compared to an
instructor led training method. The major downside of this training method was the lack of
the instructor’s interactions and dynamic presentations, which left the audience wanting
more.
During the mid 1990’s when the World Wide Web (www) started evolving, instructors
started exploring the possibilities of using the new technology to deliver instruction in more
efficient and cost effective ways. This period saw the growth of email, web browsers, HTML,
media players, low definition audio/video files and basic Java applications. With the growth
of these technologies the way in which instruction was delivered was also evolved.
Instructors and students started communicating via emails and the use of audio/video files in
delivering instruction starting to emerge.
The major downfall was the size of the instruction files. The larger files could not be
delivered via the web and it was also highly costly to use the web during this period of time.
To deliver via storage devices was also not possible because the floppy discs were the storage
commonly used storage devices used then and had a really low storage capacity Then in the
early 20th century the world started seeing a major growth in the field of computers and
webs. People started moving from the age of CD ROMs to USB and low bandwidth web to
the high bandwidth web. Faster and portable computers were replacing slower and bigger
computers. The Java/IP network applications, high definition audio/video files started
surfacing.

All these changes started to change the way people learn. The instructors started to have real-
time conversation with students on the web and bigger files were easily transferred via USB
or were easily accessible via 4 the web. When slowly smart-phones and hand-held devices
with the Internet started gaining popularity, it completely changed the way people looked for
information. The term e-learning also started to gain attention.
With the growing popularity of hand-held devices the effectiveness e-learning has grown
even further. With use of the Internet in hand held-devices people like to access instructions
or information with just a single click. Today the e-learning process has come a long way
from the instructor-led training era to a hand-held era.