Rai Infotech Marketing and Business Plan

2009

Rai Anod Kumar –

[email protected]

Student ID - 52108001

Ritsumeikan Asia Pacific University

7/27/2009

Entrepreneurship and New Business

Prof. M. Namba

Rai Infotech Business Plan

Hi Friends!!! I am “A”

and I am your guide to

this Marketing plan

BORN TO LEAD

Rai InfoTech Business Plan copyright ©2009 Anod Rai

Marketing Page 2

Table of Contents

1 Executive Summary.................................. Error! Bookmark not defined.

2 General Company Description .............................................................. 4

2.1 Vision . .................................................................................... 4

2.2 Mission Statement ..................................................................... 4

2.3 Company Goals .......................................................................... 4

2.4 Company Objectives: .................................................................. 4

3 Company ............................................................................................. 4

3.1 Personal advantage ................................................................. 5

3.2 Ownership .............................................................................. 5

3.3 Services specifications - ............................................................ 6

3.4 Why Us? ................................................................................. 7

4 Marketing Plan ................................................................................... 8

4.1 Economics .............................................................................. 8

4.2 Market Share ......................................................................... 9

4.3 Trend in Market ..................................................................... 9

4.4 Barriers to Entry ..................................................................... 9

4.5 SWOT Analyses ................................................................... 11

4.6 STP ..................................................................................... 12

4.7 4P’s ..................................................................................... 14

5 Strategy and Action Plan ................................................................... 15

5.1 Strategy ............................................................................. 15

5.2 Action Plan ......................................................................... 17

5.3 Contingency plan ................................................................. 18


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I. Executive Summary

After Four years of working in Software Industry and being 2 years of part time technical trainer I

realized that this 9 to 5 job is not exciting enough for me anymore I need something to challenge my

true potential of dynamic entrepreneur and good communicator then I decided to earn

Management skills and move ahead to the world of business.

Rai InfoTech is the name of the company which I am going to open with the dream of making it

India’s number 1 brand in technical quality education. Rai InfoTech will provide niche technology

education to the youth of India; company will target only graduated engineers and people with basic

technical jargon who are looking for job in technology market, we are also committed to provide

industry best trained professional with all kind of theoretical and practical exposure.

Rai InfoTech is going to concentrate on niche technologies like SAP, Embedded Systems, Mobile

Application development, ERP CRM Software, .Net and Java Programming, and Software Testing. We

are not simple computer institute we are specialized technology institute, people who have basic

computer knowledge with zeal to learn and succeed in this highly competitive and dynamic industry

can only attend our training programs.

Last fiscal year 2008, India exported software worth $45 billion and the target this fiscal is around

$58 billion. Out of this, $3.6 billion has been earmarked for electronics hardware and $55 billion for

software and services. By reading this data we can conclude the potential of software market in

India which need pool of qualified technology professional, our objective is to fill this gap of

knowledge between job seekers and recruiters.

Born to lead


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Rai InfoTech Student Recruiter

II. General Company Description

Vision: Become a national brand in core technology quality education.

Mission Statement: “Become a top computer software education institute in

India by the year 2020”

Company Goals:

1. To provide the excellent education on latest technologies with maximum practical

exposure.

2. To engage in partnerships with the private and public sectors and to implement

programs that addresses their identified employment needs.

3. Provide highly skilled

professionals to the

software Industry.

Company Objectives:

1. Achieve at least 30% growth every year.

2. Provide placement to at least 75% students.

3. Maximize accessibility by Opening 3 new teaching

centres on various locations in India every year.

4. Acquire and upgrade best and latest software and

hardware to provide state-of-the-art technologies in

the education and training of all individuals.

Company

Rai InfoTech is starting with the goal of providing quality software education to the young graduates

who are looking for quality education on latest software technologies in order to get job in good

technology companies.


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Too much

Theory!!!

Software Industry is very fast growing Industry in India, More and More graduating youths are

choosing software sector as their preferred industry due to good pay package and life style and

more and more global companies are investing into India to get advantage of highly skilled but cheap

professionals but ironically many fresh graduates from not so popular universities are unable to get

placements to these companies because of their tough evaluation criteria and small Companies

don’t want to spend much money and time into training young fresh graduates, instead they prefer

trained experienced people to execute their projects as fast as possible.

Our company is starting with the vision of filling this gap between employee and employer; we as

the Rai team are committed to be a pioneer in quality software education and provide industry with

best trained quality professionals.

Rai InfoTech is going to concentrate on niche technologies like SAP, Embedded Systems, Mobile

Application development, ERP CRM Software, .Net and Java Programming, and Software Testing. We

are not simple computer institute we are specialized technology institute, people who have basic

computer knowledge with zeal to learn and succeed in this highly competitive and dynamic industry

can attend our training programs.

Personal advantage –

I have around 4 years of software development

experience on various technologies in small to very big companies

with a 2 year of part time industry trainer experience; I personally gone

through the tedious process of Job searching when I was fresh graduate

so I have a knowhow of this system. Additionally, armed with the

knowledge of Master of Business Administration from one of the best

university of Japan Ritsumeikan Asia Pacific University, Japan I have a

confidence to realize the dream of becoming number 1 by 2020.

Ownership –

Rai InfoTech is going to open as a 100% Sole proprietorship company on my name [Rai Anod] in

starting phase later if need will arise will change form accordingly to partnership or corporation.


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III. Products and Services

Services specifications -

Course Name Module Covered Course Duration

(in hours)

Price per module

(INR)

Contact

SAP Course FICO , MM,

HR ABAP , SD ,

PP, EP , XI, TERP

10, SAP 01

1200 hrs 1.5 Lac +0120-46-46-46-4

sap@rai-

tech.com

Embedded

Systems

C and DS,

Intel 8-bit Core,

Microcontroller ,

Linux Internals ,

Device Driver

,32-bit ARM

Processor

72 hrs 65 K +0120-46-46-46-4

embedded@rai-

tech.com

Software Testing Introduction to

SQT, Winrunner,

quality centre,

quick test

professional ,

Load runner

Test director 7.6

45 hrs 35K +0120-46-46-46-4

[email protected]

Training

SAP (ERP, CRM) Embedded

Systems

Software

Testing

.Net & Java

Programming

Mobile

Technologies


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Silk test rational

rose

Application

programming

(.Net , Java)

Core Java,Java

J2ee ,Java Struts ,

Microsoft .Net

,Microsoft Biztalk

,Microsoft Share

Point .

120 hrs 72 K +0120-46-46-46-4

java-net@rai-

tech.com

Mobile

application

development

Mobile technology

Introduction,

J2ME, WinCE,

Symbian

Programming

84 hrs 50K +0120-46-46-46-4

mobile-dev@rai-

tech.com

Why Us?

In Rai InfoTech, students will have the opportunity to participate in hands-on in industry-

specific projects exposing them to global organizations, real-world issues and

software/hardware used in the global marketplace. Our Offerings will include:

Certified Course in Advanced Technologies affiliated by AICTE.

Modular Courses for Professionals (Part Time)

Strong emphasis on both theory as well as practical hands-on experience.

Well equipped labs which are open 24/7.

Training by professionals with years of industry experience.

Course material designed around current and upcoming technologies.

100% Placement assistance with industry leaders.

World Class Ambience

Hi-End Infrastructure.


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IV. Marketing Plan

Economics-

“With the rapid expansion in IT/ITES sector, now there is enough scope of IT training

courses and institutes. IT sector is soon going to face a huge shortfall of skilled employees, if

the growth in the software industry goes by as expected. According to recent report of

NASSCOM (The National Association of Software and Services Companies) on software

industry, the IT services sector will see a shortfall of 2,35,000 people by 2009. IT spending in

the global business world is expected to grow by 6 to 7 % in the next 3 years, which will be

enough to give boost to the IT training sector. “

Source -http://traininganddevelopment.naukrihub.com

Currently, the IT training market is valued at Rs 100 crore,

and is expected to reach Rs 500 crore over the next 3 years.

The total IT education market grew by 29% up from Rs

2,626 crore in FY 07

Source: http://dqindia.ciol.com


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Software training Market Share in India (2007-08) -

Trend in Market –

Above data analysis indicates huge demand for highly skilled professional in upcoming year existing

it is predicted that current training infrastructure in country is not sufficient enough to fulfil the

demand of IT industry, huge number of people all over country and are choosing Information

Technology as preferred career choice and they are looking best training in niche technologies. Even

people from neighbouring countries like Nepal, Bangladesh, Srilanka, Pakistan are coming to India to

learn latest technologies creating huge market and great opportunities for us.

Barriers to Entry

o Acquire latest software and hardware technologies

o High marketing costs

o Consumer acceptance and brand recognition

o Acquire highly qualified experienced professional

o Building relationship with technologies companies.

o High Capital cost


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How to Overcome Barriers -

o Start with small scale.

o Concentrate on niche technologies and position.

o Doing free technology seminars in universities and colleges and distribute brochures and give information about our company.

o Organise small promotional events in front of universities, schools, colleges and young people preferred hangout places.

o Visiting technologies companies and informing them about our excellent curriculum and persuade them to visit our institute.

o Provide special Discount schemes on software packages.

o Tie up with banks to provide capital.


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SWOT Analyses –

Weakness

Lack of experience in managing company.

Unavailability of enough capital.

New entrant so lack of identity.

Scarcity of well trained trainer.

Opportunities

Emerging software market.

Need of highly skilled professionals.

Availability of Pool of untrained graduates.

Increasing per capita income.

Companies are looking for institutes to train

their employees with latest technologies.

Demand for latest technologies education.

Threats

Global recession.

Entry of new entrants to grab market share.

Unenthusiastic approach of companies to

recruit from our institute.

Highly competitive market .

Emergent of new technologies can devalue

existing technologies bought.

Strength

My technology development, software training and Management experience.

Well aware of Indian culture, processes, demands, issues of software market.

Provider of training on niche technologies

Well established engineer friends network in many software companies and institutes.

Good relations with banks.


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Segmentation – Targeting – Positioning (STP)

Segmentation –

a. We can categorize potential customers into 5 major categories they are :

b. Unskilled Graduates

c. Working engineers in industry.

d. Simple Undergraduates

e. Fresh Engineering Graduates

f. School goers below 18

We are going to target niche technology training so our target segment is fresh engineering

graduates and engineers who are already working in industry but wanted to increase their skills by

training.

Targeting -

Our future target are the people who want to specialize themselves in core niche technologies.

Most potential customers are the fresh unemployed people struggling to find job in technologies

industry, simple engineering degree does not guarantee employment and they need extra edge from

others to be competitive. Our aim is to provide those people that extra edge with real knowledge

plus working experience on live projects.

Most of the potential customer belongs to the age group of 21 to 25, we need to very competitive

and dynamic to be their first choice. Mostly people in this category are unemployed so we have to

keep our package prices lower. Following are communication method will use to reach them.

o Doing free technology seminars in universities and colleges and distribute

brochures and give information about our company.

o Organize small promotional events in front of universities, schools, colleges and

young people preferred hangout places.

o Visiting technologies companies and informing them about our excellent

curriculum and persuade them to visit our institute.

o Provide special Discount schemes on software packages.

Target segments


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Positioning –

We are committed to position our self as not so costly but high technology and best quality institute.

Perceptual Map –

Low technology

institutes

High technology

institutes

Cheap

Costly

NIIT

Aptech

Jetking

Educomp

CMC

Siemens

Rai InfoTech


Marketing Page 14

4P’s–

-----------------------------------------------------------

Price

Special discounts for merit student.

One time or payment in parts payment options.

Special discount of working class.

Gifts on new year and diwali festival.

Scholarship for best student in batch.

5% discount to reference students.

Product

Build brand as niche technology training institute.

Acquire best latest technology and well trained professionals.

Build state of art infrastructure with latest technological labs.

Build online helper for remote students.

Provide cheap pick and drop facility to or from institute.

Provide 100% job placement assistance.

Place

Build training centres at different part of

countries.

Build institute near universities colleges or at the

middle of cities.

Make contact centres to at remote cities to

develop reachablity.

State of art, attention grabbing coaching centres.

Promotion

Push and Pull both promotional strategies.

Internet and newspaper advertising.

Distribution of brochures at universities

and colleges .

Small Hoardings besides roads.

Discount to reference students .

Discount to family member of student.


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V Strategy and Action Plan

Strategy - Strategy is to build a growth organisation with attracting more youths to learn

and grow with us and build a national brand till end of 2020.

To achieve that vision we are planning to establish at least 3 coaching centres across India.

One year action Plan of 2010 -11 –

Month Action Plan

January 1. Apply for Bank loan and get it

2. Look for good place to setup institute

3. Do Survey and choose good hardware and software vendors

and office setup companies.

4. Advertise for recruitment of new experienced people.

February 5. Interview and recruit employees.

6. Build brochures and hoardings for the company and start

advertising with information spreading.

7. Finalize all municipal paper work.

8. Finalize Setup of whole Institute.

March 9. Opening of Rai InfoTech –Invite people from education circle

and students.

10. Allocation of work and targets.

11. Visit technology companies to inform about our organisation

and invite them.

April 12. Visit Universities and give free seminars with company

brochures.

13. Inform them about company discount schemes.

May 14. Evaluation of Employee performance.

15. Keep checking System performances.


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16. Visiting Universities.

June 17. Recruit more trained professional if required.

18. Quality measures and evaluations.

July 19. Aggressive marketing.

20. Discussion with employees achieves Kaizen.

August 21. Small functions to promote bight students and motivated

employee.

22. Open New coaching centre somewhere.

September 23. Performance testing.

24. Positioning initiatives.

October 25. Collect feedback about system from students and employees

and try to improve them.

November 26. Meeting with banks.

27. Update hardware and software technologies available.

December 28. Evaluation of whole year company performance .

29. New Year party –Invite peoples, students, professors and

employers and communicate with them.


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Contingency plan -

Failures Contingency Plan

Lack of required Capital

required for growth

1. Talking too various banks and convince to

invest.

2. Build relationship with Venture capitalists.

Difficulties in placing students

1. Regular talks with technology companies.

2. Invite companies to institute and encourage

them to do Company seminars.

3. Show them projects done by students.

Non availability of latest

technologies in country.

1. Keep in touch with different vendors to

provide best and latest technologies.

2. Ask system admin department to keep track

of new technological changes.

Thanks for giving

your valuable time!!!

Documents

Rai Infotech Marketing and Business Plan