Strategy for the launch of virtual test creator/online exam creator

Abstract

Virtual test creator/online exam creator is an online tool which helps in administering the test. This tool shall also give the in-depth analysis of the student’s performance. It will be able to give the ranking of the students as well. The tool shall also enable the discussion between students and instructors on the online platform. This report discusses the strategy which should be implemented for launching such a tool. Indian education industry with its huge population in the 18-35 age brackets is on an expansion spree aided by likeminded governmental policies aimed at increasing the literacy levels in the country. In this backdrop, the number of schools and colleges is increasing at a rapid pace. Increasingly, technology has become an integral part of the education ecosystem as it is cost-effective and convenient but in India, this level of integration is at a nascent stage thereby opening up the door of opportunities for technology players operating in the education space. Online exam creator intends to become the go-to educational hub in this environment and over time, become the platform of choice for delivering various educational services. But, to start with, it intends to establish itself in the private coaching segment, because a unique aspect of the Indian market is the reliance on external coaching institutions which complement the traditional educational structure and specifically help students prepare for competitive examinations. This has become a full-fledged market in some parts of the country and over time, is likely to spread across the country. But this expansion is possible only for some established and cash-rich players; hence students in remote regions are forced to accept substandard offerings, but this gap could be easily bridged with the help of technology, connecting quality coaching institutes offering quality services with students across the country in search of such services. This report primarily deals with validation of the existing strategies of online exam creator, the customer acquisition and market expansion strategy going forward. This is done by understanding the Indian education market landscape and unmet customer requirements in this landscape. Based on this understanding, we attempt to come up with solutions targeting these customer requirements with a well-defined value proposition and a channel to deliver this value proposition to the customer.