35,000 700,000

30,000 600,000
25,000 500,000
20,000 400,000
15,000 300,000
10,000 200,000
5,000 100,000
- -

K-12 New sales K-12 Renewal sales

Test Prep sales K-12 app downloads

5.00
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
-
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16

Digital marketing spend TV marketing spend Total Revenue

18

This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.
 19

This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.
 Metros 24
Top 10 cities 39
Top 20 cities 51
Top 100 cities 72

20

This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.
 90
80 77
70
70
58
60 53 51
50
40 35

30
20
10
0
China India Singapore UK USA Average

Parents who belive that paying for their child's education is the best
investment they can make (%)

Average 46 32

USA 26 43

UK 23 42

UAE 51 23

Singapore 59 27

India 71 18

China 74 19

0 20 40 60 80 100
Percentage

Parents who have paid for additional tutoring for their child at primary school,
secondary school or university level (%)

Parents who have not paid but would consider paying for additional tutoring
for their child at primary school, secondary school or university level (%)

21

This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.