Workplan Seminar 2016

Gujarat

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4 Strategic Thrusts
• Develop sales execution, competencies and channels
• Develop ability to provide complete solutions to clients
• Create strong online presence through effective digital marketing
strategy
• Develop DLI Ecosystem

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Content
• Goals 2017
• Performance for 2016
• Targets for 2017
• Sales and Marketing Strategies
• Sales Operations
• Budget 2017
• Support Required to achieve goals

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 Goals 2017
• Channelize sales Develop sales execution,
• Appoint 2 more Sub-distributors by Jan end – in Surat & competencies and
Vadodara channels
• Build Sales Team
Develop ability to
• Appoint 3 Sales Executives by Feb – 1 each in Rajkot, Surat &
Vadodara provide complete
• Build support system solutions to clients
• Appoint 2 trainers for workshops and teacher training by Jan end Create strong online
• Marketing presence through effective
digital marketing strategy
• Seminars & Workshops for Principals & Teachers
• Digital Marketing by facebook
• Achieve Targets
Develop DLI
• 20 Million by July Ecosystem
• 10 million during Aug – Dec
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 Performance 2016
Target Actual Achieved Reason
Sales 75 lacs Nil Focus was on getting schools acquainted
with the products and marketing
Sub Distributors 2 1 Signed in Nov ’16
Sales Team 1 Nil searching
Principals Meet 1 1 Dec ’17

Negative!!!
• New Products for Indian Schools – So
found a bit initial resistance
• Expensive as an investment by schools
• Closing was difficult & delayed
Positive!!!
• Covered approx. 75 schools
• Big schools looking forward to Innovation Labs
• Products appreciated by schools
• Received orders of approx. 21 lacs in Dec last
week

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Financial Targets 2017
• Seeing the appreciation of products, see a achievable target of 30
million for the year

• Plan to cover 220 schools through the year. Breakup as below :

• Ahmedabad – 75 schools – 1 Crore
• Vadodara – 50 schools – 75 lacs
• Surat – 55 schools – 75 lacs
• Rajkot – 40 schools – 50 lacs

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Projected Sales - Month-wise Break up
All figures in lacs
Month Projected Sales Quarter
Jan 25
Feb 30 95
Mar 40
Apr 40
May 0 70
Jun 30
Jul 35
Aug 0 55
Sep 20
Oct 20
Nov 30 80
Dec 30

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Projected sales – Product wise breakup
Sets Qnty Amount
EV3 MINDSTROMS Education 250 90,00,000
MoreTpMath 150 8,00,000
LearnToLearn 100 11,00,000
Early Machines Set 100 16,00,000
Simple Machines Set 200 13,00,000
Simple & Powered Machines 150 25,00,000
WeDo 2.0 250 38,00,000
Pre School 500 65,00,000
Story Starter 250 29,00,000
Build to Express 100 5,00,000

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Market Segments
Elementary Middle After
Pre School High School
School School School

Free-play and
STEM STEM STEM STEM
theme-based
Products Products Products Products
products

HuSo Robotics HuSo

Math Robotics
Products Products

Coding & Coding &

HuSo
Robotics Robotics

Math

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 Sales & Marketing Strategies
Awareness
• Arrange atleast one Seminar for Principals in each of the
Develop sales execution,
major towns of Vadodara, Rajkot & Surat – July onwards competencies and
• Tie-up with schools where Innovation Lab has been channels
established to arrange visits of different School Trustees
to the Lab
Develop ability to
• Send Intro letter to all the schools across Gujarat provide complete
Focussed approach solutions to clients
• Rate schools on the basis of appreciation towards our
products
• Workshops in schools individually for various subjects

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Sales & Marketing Strategies
Focussed approach
• Provide solutions for all Atal Tinkering Lab Schools
• Classroom Packages – to stress on Affordability & long Develop DLI
term returns
Ecosystem
Extra Activities
• Explore options of after school centres in partnership Create strong online
with schools presence through effective
digital marketing strategy
• Road Shows during PTMs in Schools for creating
awareness
• To upload Education Articles regularly on DLI facebook
page & Gujarat Principals page

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Marketing Plan
Principals Seminar
Cities Attendees Time Promotion

Vadodara 50 April ’17 Story Starter & Science

Surat 50 April ‘17 Story Starter & Science

Rajkot 40 Sept ‘17 Robotics & Coding

Ahmedabad 60 Sept ‘17 Robotics & Coding

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City wise Plans
Vadodara

• Sub distributor – 2 (Robofun & Maneesh Books)

• Sales Executive – 1
• Trainer – ½ (1 trainer for Vadodara & Surat)
• Schools to be covered – 50
• Yearly Revenue Expected – 75 lacs

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 Prime Marketing Activity
Vadodara
Expected
Activity Motivation How When Total Cost Result / Followup
Participants
To bring together various LE 100 Story Starter
platforms to form a Language sets - Awareness
CBSE Board has
Classroom Solution for amongst decision
made Language
teachers. This is a very makers of
Workshop for Lab activity to be
targeted campaign (all Feb '17 50 - 60 30,000 platform
School Teachers implemented
Language HODs) and will capabilities
compulsorily for
allow us to direct a call for leading to
schools
action at decision makers. business
opportunities

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City wise Plans
Rajkot

• Sub distributor – 1 (Robofun)

• Sales Executive – 1
• Trainer – ½ (1 trainer for Rajkot & Ahmedabad)
• Schools to be covered – 40
• Yearly Revenue Expected – 50 lacs

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 Prime Marketing Activity
Rajkot
Expected Total
Activity Motivation How When Result / Followup
Schools Cost
To conduct Excerience To convert atleast
workshops and highlight the 2 Innovation labs -
Innovation Lab to be set up 25 lacs.
To showcase & in S N Kansagara School. The Awareness of the
Experience Innovation Lab would be run Throughout various LE
introducte the
Workshops in after school too - so, visits & the Year 24 48,000 platforms to form
concept of
Innovation Lab workshops of other school (2per month) a Classroom
Innovation Labs
Principlas and Teachers to be Solution.
arranged

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City wise Plans
Ahmedabad
• Sub distributor – 1 (Robofun)
• Sales Person – 1
• Trainer – ½ (1 trainer for Ahmedabad & Rajkot)
• Schools to be covered – 70 to 75
• Yearly Revenue Expected – 100 lacs

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 Prime Marketing Activity
Ahmedabad
Expected Total
Activity Motivation How When Result / Followup
Schools Cost
As Education Boards and EV3 - 50 sets, S&P
Schools have been focussing a 50 sets & WeDo
lot on STEM Education, Conduct 2.0 - 50 sets.
a full fledged State-wide STEM Awareness of the
Create awareness Conference in Ahmedabad various LE
STEM September
& it would act as a where the Education Minister 80 50,000 platforms to form
Conference '17
marketing support and other Speakers across India a STEM Solution.
can be roped in - it can be a
interactive panel discussion

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City wise Plans
Surat

• Sub distributor – 1 (Robofun & Technext Robolab)

• Sales Executive – 1
• Trainer – ½ (1 trainer for Surat & Vadodara)
• Schools to be covered – 55 -60
• Yearly Revenue Expected – 75 lacs

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 Prime Marketing Activity
Surat
Expected
Activity Motivation How When Total Cost Result / Followup
Participants
To highlight how the S&P 40 S&P & 40 EV3 -
Machines set can be Awareness of the
integrated into the primary various LE platforms
To bring together
and secondary science to form a Science
various LE
syllabus together with the Classroom Solution
platforms to
add-on sets. Main product
Workshop for form a complete
featured: Simple and July '17 60 30,000
School Principals science solution
Powered Machines. EV3
for schools. This
shown as a datalogger and
is a very targeted
renewable energy set as a
campaign
secondary product. Lesson
plan to be included for S&P
machines

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LEGO MINDSTORMS Education EV3
• Sales
• 250 Sets

• Marketing
• STEM Conference – Ahmedabad
• Atal Tinkering Labs
• Principals Meet during July ‘17 - Surat
• Teachers Seminar in July ‘17 – Vadodara
• Teachers Seminar in Aug ‘17 - Rajkot

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WeDo 2.0
• Sales
• 250 Sets

• Marketing
• STEM Conference – Ahmedabad
• Atal Tinkering Labs
• Principals Seminar – Surat
• Teachers Workshop - Vadodara

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HuSo
• Sales
• Story Starter - 250 Sets
• LtL – 100 Sets

• Marketing
• Teachers Workshops – Ahmedabad & Rajkot
• Principals Meet – Vadodara & Surat – Aug ‘17

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Pre School
• Sales
• Approx. 500 sets in a mix of products
• Approx. 65 lacs

• Marketing
• Regular emailers to all Schools

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Machines & Mechanisms
• Sales
• S & P – 150 sets
• Simple Machines – 200 sets
• Early Simple Machines – 100 sets

• Marketing
• STEM Conference in Sept ‘17 – Ahmedabad
• Principals Seminar in Rajkot & Vadodara in July ‘17
• Teachers Workshop in Surat in Feb ‘17

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Sales Operations
• Each Executive to cover atleast 2 schools daily Develop ability to
provide complete
• Weekly Sales Report to be submitted solutions to clients
• Each Proposal to be sent to RM & GM for Develop sales execution,
approval competencies and
• Follow up to happen every week after channels
submission of Proposal Develop DLI
• Help of RM / GM to be taken for closing if Ecosystem
required

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Sales Process
Send out product
Call up Principals Meet Principal and
emailers/
and arrange sales introduce LE
workshop invites
meeting(20%) platform (30%)
(10%)

Follow up with Meet Trustees and

Confirm order and
Trustees through introduce LE
delivery (100%)
calls (80%) platform (60%)

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 SWOT Analysis
Strength
• Sole LE distributor
• Solutions available for most subject areas
• Customisable content
• Relationship Selling – we share good
relations with our customers
• Curriculum mapping with Syllabus
Opportunities
• Government support – Atal Tinkering Labs
• Our presence in the education sphere is well
defined
• STEM Education is buzzing
• Innovation Lab concept catching up in
schools
Weaknesses
• Structure not clearly defined at times (order,
forecast)
• Technical knowledge of sales people not at par
• Price point higher as per Indian markets
requirement
Threats
• Emerging technologies
• Cheaper options available outside
• Closing time is quite long – chances of order being
cancelled
• Other LE Distributors – selling products at higher
discounts
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Budget
Expense Budget 2017

Office Exps @25K 3,00,000

Misc Exps @20K 2,40,000
Salaries @25K X 3 + 60K X 1 16,20,000
Conveyance @5K X 3 + 7K X 1 2,64,000
Event Exps @30K X 8 2,40,000
Travelling @8K X 24 1,92,000
Marketing support @10K X 12 1,20,000

TOTAL 29,76,000

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Support
• Recruitment of 3 sales executives – Post on job search portals

• Curriculum mapping – CBSE & ICSE boards

• Regular training for the team – atleast once in 2 months

• Office & warehouse space – by April

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