Here’s a detailed topic on marketing strategy of unacademy

1. STARTUP MANAGEMENT
STUDY REPORT
START-UP NAME
UN ACADEMY
CREATED BY :-
VANSH GUPTA (0211BBA465)
SHUBHAM GOYAL (0211BBA294)
YASH GUPTA (0211BBA281)
MAYANK JOSHI (0211BBA384)

2.  Bharati Vidyapeeth (Deemed to be
University) Institute of Management &
Research, New Delhi An ISO 9001:2008 &
14001:2004 Certified Institute A-4,
Paschim Vihar, ND-110063 (Ph:
01125284396,25285808, Fax No.
01125286442

3. INTRODUCTION
 Classroom learning is seen as a hindrance by many to discovering new
things. Besides, a lot of students also go unnoticed this way and eventually
fail to explore the world around them with the lack of attention and
opportunity they get in a physical class. Furthermore, when it comes to
competitive examinations, many students in remote places are even
unaware of the best teachers and updated methods to crack these exams.
Unacademy unscrambles these problems with its online learning platform
with the top educators in the country. The company offers courses and
lectures for several competitive examinations such as CAT, JEE, NEET,
CLAT, UPSC CSE/IAS, IBPS/SBI, RRB, and video classes on various
subjects, thus empowering the students to excel in this competitive world.
Unacademy is an Edtech company established in 2015. The company had
its beginnings as a Youtube channel created by Gaurav Munjal and started
by Dheeraj Meena. Later on, in 2015, the company was registered in
Bengaluru as an education company. The company has entered the Unicorn
club in September 2020 after it raised $150 million from Softbank and other
existing investors.

4. VISION
 Unacademy’s vision is to build numerous courses in multiple
languages for students all over the world. Expanding its
educators along with the students, Unacademy aims to
collaborate with the brightest minds and empower India’s youth
population which accounts for 19% of the world’s youth, to bring
oneself into this contemporary world. 70% of its learners come
from Tier 3 cities, where there is a lack of top educators, thus, the
startup focuses on enlarging its teachers, and languages, and
adding more exams to the existing mixture. “By leveraging
technology and high-quality educators, we aim to move closer to
our mission of democratising education at all levels, starting with
test prep,” “We are seeing unprecedented growth and
engagement from learners in smaller towns and cities, and are
also very humbled to see that top-quality educators are choosing
Unacademy as their primary platform to reach out to students.”,
says Gaurav Munjal, CEO of Unacademy

5. OBJECTIVES & MISSIONS
 Unacademy CEO Gaurav Munjal announced the plans of Unacademy to launch Learning
Centres, which will start with Kota, Rajasthan, as per the news dated May 19, 2022.
Unacademy also has plans to introduce national scholarships/admission tests to enrol
students and provide them scholarships much like FIITJEE, Aakash Institute, and more.
Jaipur, Chandigarh, Bangalore, Delhi NCR, Patna, Pune and Ahmedabad are some more
cities where the service would likely start. In its Learning Centres, Unacademy has
planned to enrol up to 15K learners across NEET, JEE, and Foundation Courses. For its
Kota centre, Unacademy has hired 30 educators to date as of June 14, 2022, all of whom
previously worked at Allen. The company also stated that it has set up its first 2
Unacademy centres in Kota as per the reports on June 14, 2022. These centres will be
operating in a hybrid mode where there will be offline classes for a few days a week. The
first of the Unacademy Learning Centres will be set up in an 18K sq ft. space and the
classes will be conducted by educators. The edtech unicorn has already set up the centres
for NEET-UG, IIT JEE, and Foundation (Classes 9 and 10) categories, the first batch of
which will be beginning on June 16, 2022. Unacademy has achieved numerous growth
milestones throughout the years. Here are some of the prominent growth highlights of
Unacademy:

6.  ● Unacademy offers preparation for over 60 categories of
exams.
 ● It has over 5,00,000 registered educators on its platform.
 ● The company boasts of having 1 million+ video lessons.
 ● The Edtech unicorn has 315+ million total views for its
YouTube videos.
 ● Unacademy has opened its first physical store in New
Delhi, as per reports dated March 12, 2022, and will open
similar stores in Kota, Jaipur, and Lucknow. According to the
financials released recently by the Bangalore-based Edtech
startup, Unacademy's losses multiplied to Rs 1,537.4 crore
in FY21 from Rs 258.6 crore in FY20, thereby increasing by
494% in FY21. The total expenses of the company rose by
349% in FY21.

7. INNOVATION IN UNACADEMY
RELATED TO EXISTING BUSINESS
Crack Goal with Unacademy
Get subscription and access unlimited live and recorded
courses from India's best educators
Structured syllabus
Daily live classes
Ask doubts
Tests & practice

8. INNOVATION
 Unacademy Icons brings together stalwarts
from different fields such as sports, arts,
business, leadership and more;
and conducts curated lessons on their
subject of expertise. As per the company, it
will give learners across the country an
opportunity to learn from them with a single
subscription

9. UNACADEMY
Unacademy Icons brings together stalwarts from different fields such as sports,
arts, business, leadership and more; and conducts curated lessons on their
subject of expertise. As per the company, it will give learners across the country
an opportunity to learn from them with a single subscription and innovation criteria
supplementation criteria if the project.

10. VENTURE CAPITALISTS
OF UNACADEMY
Date Investors Amount Round
2016 Blume Ventures $500k Seed
2016
Blume Ventures; Tracxn Labs; WaterBridge
Ventures
$1m Seed
2017
Blume Ventures; Trac Labs; WaterBridge
Ventures
$4.5m Series A
View 13 more rows

11. VENTURE CAPITALISTS

12. ANGEL INVESTORS
 RG venture
 SERIES F, SERIES E, SERIES D, SERIES C, SERIES B, SERIES A, SERIES A, SEED, SEED,
SEED
 WaterBridge Ventures
 SERIES A, SERIES A, SEED, SEED
 Tracxn Labs
 SERIES A, SERIES A, SEED
 Sequoia Capital
 SERIES F, SERIES E, SERIES D, SERIES C, SERIES B
 SAIF Partners
 SERIES C, SERIES B
 Nexus Ventures
 SERIES B
 Nexus Venture Partners
 SERIES F, SERIES E, SERIES D, SERIES C, SERIES A
 Steadview Capital
 SECONDARY, SERIES E, SERIES D
 Gaurav Munjal
 SERIES D
 Roman Saini
 SERIES D
 Stanford Angels and Entrepreneurs

13. ANGEL INVESTORS

15. MARKET ANALYSIS
Global Rank #4,164
Country Rank #274
Category Rank #14

16. MARKETING STRATEGY
 As part of its aggressive marketing strategy, Unacademy makes
extensive use of digital platform (Google, Social Media and OTT
platforms such as Netflix, Amazon Prime, etc.), TV
commercials, Radio, and out-of-home (OOH) advertising methods
such as billboards.
 While digital marketing and OTT platforms are the top revenue
generators in tier-1 cities, TV and OOH methods of promotion
bring in more leads in smaller towns. The company doesn’t like to
spend much on newspaper ads.
 Famous personalities Virat Kohli, Anushka Sharma and Shashi
Tharoor participated in live classes. These sessions were
watched live by more than 50,000 learners

17. PRICING STRATEGY
 Unacademy follows a freemium business
model. In simple terms, Unacademy offers some
of its basic services for free and charges a
subscription-fee for its high-quality content.
 The pre-recorded classes are free of cost;
while, the live, interactive sessions with top
experts are paid.
 Free classes give a chance to student of getting
in unacedemy culture , so they take subscription
for more learning .

18. WITNESSING HUGE GROWTH IN APRIL 2020
 The first complete month of nationwide
lockdown due to coronavirus turned out to be a
huge success for all online learning platforms.
Unacademy too was no exception. Here are a
few Unacademy stats from the month of April,
2020:
 82% growth in revenue from the preceding
month (March)
 The highest ever views on YouTube- 165 million
 1,20,000 live classes conducted
 2,64,000 tests were taken up by learners (247%
higher than March)

19. LOCATION FACILITIES
 Most competition aspirants and students fall in the
age group of 15-25 years of age. A serious aspirant
spends close to 8-10 hours every day studying.
Hence, platforms that help them save time or do not
intrude in their study time would be relevant as well
as engaging
 Unacademy is a digital platform hence targeting
users already present on digital medium would be
more effective Platforms that offer the option to target
the audience based on age would help the brand filter
out the relevant audience.

20.  Gaana– Young audience especially students have a high affinity for
audio OTT platforms since music helps them focus on studies and
Gaana is one of the most popular audio streaming platforms in India.
Listeners spend almost 63 minutes per day on Gaana (Kantar). Owing to
the high engagement rate, Gaana is one of the best platforms to reach
out to the students with eye-catching banner ads.
 Cricbuzz– Cricbuzz is one of the top digital destinations for cricket
followers and also very popular among 17-35 years old who can easily
use their mobile phones to get real-time match coverage instead of
watching it.
 Inshorts and Dailyhunt– Not only Inshorts and Dailyhunt are the top-
visited news content platforms in India but they also have a high reach
among students who are preparing for competitive exams and want to
keep themselves updated about the current affairs and trends without
getting into details. These platforms also allow geography and age
targeting hence helping the advertiser reach out to the right kind of
audience.
 Jio Apps– Jio tops the Indian market with about 31.7% revenue share.
Jio is known for its affordable tariff and data plan that helps students
skim through loads of content related to studies as well as
entertainment. For Jio users, Jio app is the primary source of
entertainment.

21. S
Campaign Outcome:
More than 95 lakhs total impression
20-25% increase in website traffic

22. The trademarks, service marks, logos displayed on the Unacademy Platform
are owned by Unacademy (“Unacademy Marks”). If you haven’t received our
permission, do not use the Unacademy Marks as your own or in any manner
that implies sponsorship or endorsement or any relation to Unacademy.
A product or service branded with the Unacademy name or logo is a reflection
of Unacademy. Unless you are one of our licensees, we don’t allow others to
make, sell, or give away anything with our name or logo

23. COPYRIGHT
The copyright in the User Content on Unacademy
Platform are owned by educators, where
Unacademy is a limited license holder to publish
the same on Unacademy Platform. The User
Content is subject to the various Terms and
Conditions and other policies (together “Terms”)
as provided on the Unacademy Platform, kindly
ensure that you use the User Content only within
the parameters as provided in the Terms. You are
prohibited from using the User Content as your
own without the prior permission of the content
creator and Unacademy.

24. BENEFITS OF IPR TO UNACADEMY.
 To protect unique ideas and Creation.
 Enhance the market value of your business .
 IP creates and supports high paying jobs.
 Convert innovative ideas into profit-making
assets.
 Accelerates business growth .
 Tackle global challenges by breakthrough
solutions.
 Strong IP protects consumers and families.
 Enhance export business opportunities.