Specialist
Senior executive at Unacademy
Agenda
- Pure-play online edtech vs device-dependent edtech
- Competitive landscape, online class quality and Byju’s positioning
- Monetisation opportunities post-coronavirus
Questions
1.
What are your growth expectations for education spend in India over the next 1-2 years? How do you expect this growth to break down across online and offline education?
2.
How many more students in India do you expect to convert from offline to online education in 2020?
3.
Have there been key promotional or acquisition strategies to target government-school students?
4.
Do you think government strategic partnerships are the only way to penetrate the government-school student user base? Could Byju’s or Unacademy secure one of these partnerships?
5.
What proportion of the edtech users acquired during coronavirus do you expect to churn in the next 6-12 months, perhaps when offline schools start to reopen?
6.
You indicated the growth rate for online platforms will slow. You also suggested that even post coronavirus, it would take a maximum of two years for online education penetration to reach 50%. Do you expect education spend in India to shift even more towards online education over the next five years?
7.
How do the general costs of ground marketing compare to the TV or digital marketing Byju’s is doing?
8.
There is still a price gap between online and offline tutoring. When do you think edtech will close that gap, or is lower pricing a deeply embedded part of edtech’s competitive positioning and unlikely to change?
9.
Can you outline market share across Byju’s, Unacademy, Toppr, Extramarks and Vedantu?
10.
How do you expect market share in India to change after the coronavirus recovery?
11.
Would you say Unacademy’s market share has surpassed Byju’s?
12.
You mentioned Byju’s started its login credentials offering three months ago. Is it still offering both tablet and login, or has it completely gone back to tablet?
13.
Why would students still choose to buy the tablet if Byju’s also offers the login credentials? Does Byju’s still have a competitive edge in the tablet-dependent segment?
14.
How is Byju’s positioned against Toppr and Extramarks in the device-dependent segment?
15.
What percentage of Byju’s potential new users in the next 6-12 months would you expect to still use the tablet model?
16.
How do you think annual revenue per user compares across Byju’s, Toppr, Extramarks and Vedantu?
17.
How does class quality compare across the major players? You touched on Byju’s vs Extramarks and Toppr, but how does Byju’s compare to Unacademy?
18.
What are the key selection criteria for students choosing online classes?
19.
The majority of new users are from tier 2-3 cities. Who is best positioned to capture penetration and growth in these less-developed regions?
20.
Could network quality and telecoms infrastructure represent an issue in tier 2 and 3 cities, relating to signing up to live classes and real-time interactions with teachers?
21.
How are contracts with educators structured across the industry?
22.
What is an educator’s typical revenue share for one subscription for one year?
23.
What is your 1-2-year outlook for Byju’s educator costs? Are they fixed as permanent employees?
24.
Can you outline Byju’s retention rate at subscription renewal?
25.
How would offering a discount for a customer to renew their subscription affect their lifetime value?
26.
How does customer lifetime value compare across Byju’s, Toppr, Extramarks and other platforms?
27.
How profitable do you think each subscriber is for Byju’s? How long do they subscribe for, on average?
28.
You indicated Byju’s ARPU is around INR 30,000-35,000 per year. Do you think there is any further room for price increases?
29.
Does Byju’s ARPU of around INR 30,000-35,000 for one year cover all the CACs, including marketing, and also costs including business development associates?
30.
How large a growth driver do you expect live classes to be in the next 1-2 years, for Byju’s to continue to develop this offering? How can it differentiate vs the players that started live classes years ago?
31.
How does margin differ for live vs recorded content? Recorded can be distributed among a very wide user base. Can only a limited number of students join a live class and interact with the educator each time?
32.
How are hours of content structured for educators? Are they given targets for a certain number of hours of live classes, and can they potentially use the content for the recorded classes as well?
33.
How do you evaluate switching costs across these platforms? If Byju’s were to increase prices 10-15% with its live classes offering, how many students would you expect to switch?
34.
How big do you think the pirated content market is? There are encryption features to prevent pirating, but students can still use their own devices to take recordings of the screen.
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