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Agenda
1. India Trip 2. Problem Statement3. Solution Generation4. Product Description5. Prototype / Simulation6. Marketing & Business Plan7. Conclusions & Next Steps8. Q&A
India Trip
EducationMost dominant area of interest for the intervieweesSpoken English is not encouraged at homeParents feel that children do not receive practical learningParents are willing to be an active player in their children’s life and sacrifice for their educationEducators feel that children lack confidence in conversational English and fear what others may think
India Trip
FinanceNot clear of financial systems (i.e. terms, interest rates etc.)Women make most of the household decisionsEntrepreneurs need usage of internet for market linkages
HealthcareWomen did not have any insurance in their namesChildren had education fundsMen have life insurance policies No health recordsUsed domestic remedies, unless they are severely ill
Problem Statement
To develop a interactive product or service that helps children and parents in improving their
skill level and feel confident to join a conversation in English
Solution Generation
9 parameters used:BilingualInteractiveCommunity BasedJoyfulReusableMarketableEasy to UseDifficulty of ImplementationLeveraging existing products / infrastructure
Solution Generation
Final solution is hybrid of top four ranked solutions
Cellphone + RadioTV show, with conference participantsComputer kiosks, pop‐up tips/wordsInteractive webcam / multiple‐headsets
Market Feedback to include visual aid
English: This is a pencil
Tamil: Ithu vandu pencil
English: This is a pencil
Tamil: Ithu vandu pencil
English: Take out your journal
Tamil: Neenga book eddunga English: Take out your journalTamil: Neenga book eddunga
Marketing and Business Plan
Environment ‐ InternalMicrosoft Research India – started in 2005Mr. Kentaro Toyama – renowned researcher in computer vision and multimediaTechnology for Emerging Markets group
Marketing and Business Plan
Environment – ExternalMarket Profile (India)GDP = $1.25 trillion12th largest economy, 3rd largest in PPP terms2nd fastest growing economyLow‐income economy122 recognized languagesBusiness language – English
Marketing and Business Plan
Environment – ExternalMarket Profile (India)
English speakers different from usersNumber of English users = 350 millionEnglish important for communication across nation
1st Language 2nd Language 3rd Language
226,000 65 million 25 million
Marketing and Business Plan
Environment – ExternalDelivery Mediums
Medium Subscriber Base Market Penetration Growth Rate
Telephones 289.78 million 25.64% 8.0%
Televisions 105 million households
47.51% 5.0%
Radio 1,120 million 99.13% Negligible
Computers (Internet)
30.3 million 3.00% 28.0%
Marketing and Business Plan
Business ModelAgencies involved:Users (Children + Mothers)TV channelsTelephone companySource of revenue = advertisingCost to consumer = FREE
Marketing and Business Plan
Market PenetrationPotential limited by market penetration of telephones (25.64%)Suburban areas of cities ideal place to launchClose access to cities – incentive for families
Customer ServiceTraining in local language requiredReasonable services available in India
Direct Sales Force
Marketing and Business Plan
Advertising and PromotionDirect Sales Force useWord‐of‐mouth marketingTV broadcast will spread wordPromotions need to be targeted to young children
WebsiteLesson Content and Recordings availableCartoon‐like themeInformation about program, with feedback optionsOther content like jokes, riddles and games
Marketing and Business Plan
Software RequirementsMultiple phone call supportBasic Speech Recognition in EnglishOutput a prerecorded video
Alternate implementations possible for each requirement
Marketing and Business Plan
Start Up CostsInfrastructure & Software Development CostsPhone Call CostsMarketing and Promotional CostsSales Force Hiring and Training CostsCustomer Service Costs
Marketing and Business Plan
Sales ProjectionChennai population = 4.34 millionChildren (5 to 9 years) = 334,0001% projection for launch = 3,300 students
Advertising RevenuesIndustry size = $3.3 Billion41% came from televisions
Conclusions
Solution gives the children an opportunity outside of classroom to converse in EnglishParents and teachers involvement is importantSolution differs from exams and gives children a unique approach to learn new words and experiencesNo other product in the market serves the same purposeSolution benefits the entire family and creates a virtual community park, dedicated to learning spoken English
Next Steps
Explore possibilities of special handset for childrenLook at other markets in IndiaPartner with education experts on developing English Second Language strategies and best practicesConsider other age groups to target and different channels of delivery