IN DEPTH ANALYSIS OF BUSINESS OPPORTUNITY OF PROVIDING GAME BASED LEARNING AT SCHOOL LEVEL

Abstract

The objective of this study is to analyze the business opportunity of providing a “Computer Game based learning” product at schools. A brief analysis was done on the technology initiatives in Education sector in India by the Government and the private players. Key insights were derived out of this analysis of the current product offerings in the market and their benefits. The concept of Computer Game based learning and its benefits were researched with the help of secondary analysis and research papers on the same. A key question of “Is gaming superior to animation” is discussed. A comprehensive analysis was possible with the help of interactions with lecturers and administrators in schools. An analysis of gaming models in the industry was done to understand the key features of each gaming model and which of them suits the concept of teaching education. Pen profile of all the stakeholders involved in decision making of buying this product: Schools, customers, teachers were developed and their requirements out of this kind of product were charted out. Based on the insights derived, a prototype of a game product in Physics for Class IX was developed with external help. The main objective of the prototyping was to generate more clarity in the business concept, and then to test the product in schools among teachers and students for understanding whether there is a market for this kind of product. The survey conducted among 4 schools, comprising of close to 80 students, 20 teachers, showed good optimism for the product concept. Apart from positive feedback, suggestions for improvement of the product were obtained which would be very useful for future course of action. Also, some of the factors that may serve as a resistance for the product to be accepted by the school were coming out of the survey. Then, a clear market planning strategy for this product to be accepted by the target schools in terms of 4P framework: Product, price, promotion, and place was charted out. At last, a detailed analysis on the financial projections for 3 years related to the launch of this product in the market was developed. Key factors for the product to be a success in the market were the level of credibility it receives in its first two years, its ability to show promising results for all the stakeholders involved in the product: students, teachers and most importantly, for the schools. Initial objective should be to target one chain of schools to achieve easier and faster penetration into the market.