Evolution of a Full Stack Education Startup in India
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Evolution of a Full-Stack Education Startup
Yogi Kulkarni
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“Full Stack”
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“Full Stack”
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“Full Stack”
“Whole Product Solution”
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Why Full Stack?
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Why Full Stack?
• Essential to find product-market fit
• Essential to scale
• Full Stack => Platform
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Kindergarten - Class 10 (K10) Education in India
Current scenario
What’s broken?
What IMAX is doing
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Current scenario
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Largest School Ecosystem in the World
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Largest School Ecosystem in the World
~250 million Students
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Largest School Ecosystem in the World
Govt SchoolStudents
150M
Private SchoolStudents
100M
~250 million Students
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~1.3 million Schools
Largest School Ecosystem in the World
Govt SchoolStudents
150M
Private SchoolStudents
100M
~250 million Students
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Govt Schools1M
Private Schools300K
~1.3 million Schools
Largest School Ecosystem in the World
Govt SchoolStudents
150M
Private SchoolStudents
100M
~250 million Students
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300K Private Schools
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300K Private SchoolsHigher End Private Schools
20,000
Govt Schools1M
Private Schools300K
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300K Private Schools
Market Size: ~ 120,000 Crores
Higher End Private Schools20,000
Govt Schools1M
Private Schools300K
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Affordable Private Schools
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Affordable Private Schools
• State Board Curriculum
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Affordable Private Schools
• State Board Curriculum
• Fees: 10,000 - 15,000 per year
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Affordable Private Schools
• State Board Curriculum
• Fees: 10,000 - 15,000 per year
• Parent demographics (income, education)
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Affordable Private Schools
• State Board Curriculum
• Fees: 10,000 - 15,000 per year
• Parent demographics (income, education)
• Poor infrastructure
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Affordable Private Schools
• State Board Curriculum
• Fees: 10,000 - 15,000 per year
• Parent demographics (income, education)
• Poor infrastructure
• Teacher quality
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What’s broken?
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Excessive focus on exam marks vs
Learning
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Teachers “gaming” examinations and marks
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Stakeholder incentives not aligned Promoter Teachers Parents Students
Publishers
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What’s Really Broken?
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What’s Really Broken?Teach
Assess
Evaluate
Feedback
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What’s Really Broken?
“Blackbox” of exam marks
Teach
Assess
Evaluate
Feedback
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What’s Really Broken?
XBroken feedback loop
“Blackbox” of exam marks
Teach
Assess
Evaluate
Feedback
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What’s Needed?Teach Assess
EvaluateRemedyLearning Cycle
GranularFeedback
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What’s Possible?
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What’s Possible?
• Frequent closed loop learning cycles
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What’s Possible?
• Frequent closed loop learning cycles
• Focus on mastery of concepts
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What’s Possible?
• Frequent closed loop learning cycles
• Focus on mastery of concepts
• Self-paced
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What’s Possible?
• Frequent closed loop learning cycles
• Focus on mastery of concepts
• Self-paced
• Content-delivery matching student’s learning style
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“One Classroom Per Child”Pen & paper based personalised education
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What IMAX is doing
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Current IMAX Product
Learning Cycle
Teach Assess
EvaluateRemedy
Feedback
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Current IMAX Product
Learning Cycle
Teach Assess
EvaluateRemedy
Feedback
Textbooks,Workbooks,
Teacher Training
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Current IMAX Product
Learning Cycle
Teach Assess
EvaluateRemedy
Feedback
Textbooks,Workbooks,
Teacher TrainingQuestionPapers
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Current IMAX Product
Learning Cycle
Teach Assess
EvaluateRemedy
Feedback
Textbooks,Workbooks,
Teacher TrainingQuestionPapers
Answer Keys
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Current IMAX Product
Learning Cycle
Teach Assess
EvaluateRemedy
Feedback
Textbooks,Workbooks,
Teacher TrainingQuestionPapers
Personalised Feedback Sheets
Answer Keys
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Current IMAX Product
Learning Cycle
Teach Assess
EvaluateRemedy
Feedback
Textbooks,Workbooks,
Teacher TrainingQuestionPapers
Personalised Feedback Sheets
Personalised Worksheets
Answer Keys
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Current IMAX Product
Learning Cycle
Teach Assess
EvaluateRemedy
Feedback
Textbooks,Workbooks,
Teacher TrainingQuestionPapers
Personalised Feedback Sheets
Personalised Worksheets
Answer Keys
~Rs.1,500 per student
per year
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Story so far
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Story so farV0: Impact evaluation
V3: AccelerateV4: ?
2009
20132014
20172018
20162015
20122010
V1: XamcheckV2: IMAX
V2.2V2.3
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Story so farV0: Impact evaluation
V3: AccelerateV4: ?
2009
20132014
20172018
20162015
20122010
V1: XamcheckV2: IMAX
V2.2V2.3 800
15 Schools
20060
300,000 studentsRs.30 crore revenue
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2009
20132014
2017
V0: Impact evaluation
V1: Xamcheck
V2: IMAX
V3: Accelerate
2018 V4: ?
20162015
20122010
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2009
20132014
2017
V0: Impact evaluation
V1: XamcheckV2: IMAX
V3: Accelerate
2018 V4: ?
20162015
20122010
• Reach:• 15 schools • Andhra Pradesh
• Product:• Exams + Feedback
• Challenges:• Sales growth
• Technology • Excel macros :-)
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2009
20132014
2017
V0: Impact evaluation
V1: Xamcheck
V2: IMAX
V3: Accelerate
2018 V4: ?
20162015
20122010
• Reach:• 60 schools • Andhra Pradesh
• Product:• Exams + Feedback
+ Workbooks
• Funding• $1.8 million (Aspada)
• Technology • Python-based microservices
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2009
20132014
2017
V0: Impact evaluation
V1: Xamcheck
V2.1: IMAX
V3: Accelerate
2018 V4: ?
20162015
20122010
• Reach:• 200 schools • Andhra Pradesh, Telangana
• Product:• Exams + Feedback + Workbooks
+ Textbooks + Teacher Manuals + Personalised Worksheets
• Supply Chain• 8 Fulfillment Centers• Operations team
V2: IMAX
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2009
20132014
2017
V0: Impact evaluation
V1: Xamcheck
V2.2: IMAXV3: Accelerate
2018 V4: ?
20162015
20122010
• Reach:• 800 schools • Andhra Pradesh, Telangana,
Maharashtra, Karnataka, Tamil Nadu
• Sales & Service integration
• Technology scale-up
• 20 Fulfillment Centers
V2: IMAX
V2.1: IMAX
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2009
20132014
2017
V0: Impact evaluation
V1: Xamcheck
V2.2: IMAX
V3: Accelerate2018 V4: ?
20162015
20122010
• Reach:• 1300 schools
• New Product Development:• Continuous learning cycle• Teacher tablet• Parent app
V2: IMAXV2.1: IMAX
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Continuous Learning Cycle Teach Assess
EvaluateRemedy
From: 2 to 6 times a year=>
To: Every day
Feedback
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Teacher App
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Teacher App
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Teacher App
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Teacher App
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Parent App
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Parent App
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Parent App
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Parent App
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2009
20132014
2017
V0: Impact evaluation
V1: Xamcheck
V2.2: IMAX
V3: Accelerate
2018 V4: ?
20162015
20122010
• Reach:• (5 year goal):
• 30,000 schools • 10 million students
• New Product Development:• Adopt-a-school?• Deeper ecosystem partnerships?
V2: IMAXV2.1: IMAX
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Learnings
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Full Stack Solutions
• Essential to find product-market fit
• Essential to scale
• Full Stack => Platform
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Learnings
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Learnings• Data is the building block for products
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Learnings• Data is the building block for products
• Iterate product before scaling sales
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Learnings• Data is the building block for products
• Iterate product before scaling sales
• Build cross-functional team early• Domain-expertise• Product, Design, Technology (Software, Hardware)• Sales• Operations• Data Science