“To determine acceptance of edutech apps and portals among peoples of

Ahmedabad”.

Summer Internship Project Report

Submitted in Partial Fulfillment

for the award of

Post Graduate Diploma in Management

Submitted By:

Amruta Pathak

Roll No.

1820189

Batch: 2018-2020

Under the guidance of

Dr Vaishali Trivedi Mr. Parth Desai

Faculty Guide Industry Guide

Submitted To
St. Kabir Institute of Professional Studies, Ahmedabad
June 2019
 DECLARATION

I hereby declare that the project entitled ““To determine acceptance of edutech
apps and portals among peoples of Ahmedabad” submitted to St. Kabir
Institute of Professional Studies, Ahmedabad in partial fulfilment of the
requirement for the award of Summer Internship Programme is an original
work carried out by Mrs. Amruta Pathak under the guidance of Dr. Vaishali
Trivedi. The matter embodied in this project is a genuine work done by Harshil
Dave to the best of my knowledge and belief and has not been submitted
before, neither to this Institute nor to any other University for the fulfilment
of the requirement of any course of study.

_________________ __________________

Signature of student Signature of Guide

Designation:
 ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere gratitude towards

my mentor, Mr. Parth Desai, for giving me this golden opportunity to work on
a live project, for guiding me and giving valuable insights of the industry, which
will surely help me in the future to succeed. It was a great learning experience
as I got an opportunity to learn the practical aspects of business. He shared his
pool of knowledge and experience. Also Mr. Parth Desai helped me a great
deal in making use of the right resources for successful completion of the
project.

I would also like to thank my faculty guide Dr. Vaishali Trivedi who had
always been helpful in the entire period. Discussions and deliberations with
him have enriched my knowledge to form my project in a better way.

Place: Ahmedabad Amruta Pathak

 TOPIC OF THE PROJECT
“To determine acceptance of edutech apps and portals among peoples of
Ahmedabad”.

 Chapter- 1 Introduction.

1.1 Introduction to Industry

India holds an important place in the global education industry. India has one of
the largest networks of higher education institutions in the world. However,
there is still a lot of potential for further development in the education system.
Moreover, the aim of the government to raise its current gross enrolment ratio to
30 per cent by 2020 will also boost the growth of the distance education in
India.

India has the world’s largest population of about 500 million in the age bracket
of 5-24 years and this provides a great opportunity for the education sector. The
education sector in India is estimated at US$ 91.7 billion in FY18 and is
expected to reach US$ 101.1 billion in FY19.
Number of colleges and universities in India reached 39,050 and 903,
respectively in 2017-18. India had 36.64 million students enrolled in higher
education in 2017-18. Gross Enrolment Ratio in higher education reached 25.8
per cent in 2017-18.

The country has become the second largest market for e-learning after the US.
The sector is expected to reach US$ 1.96 billion by 2021 with around 9.5
million users.
1.2 Objective of the Study.

The main aim of identifying objectives towards a particular project or a product

helps an individual in Planning and forecasting and develop a proper working
pattern in a structured way. The different objectives are.
 To determine the acceptance and awareness of Speed labs educational
portal amongst the Individuals.
 To identify the consumer buying behavior of a particular target market.
 To determine the demographic conditions of particular individual.
 To learn different sales strategies which help an individual to sell our
speed labs practicing portal.
 To help us in understanding corporate work culture when it comes to
promoting education in our society.
 To understand and apply different marketing concepts.
1.3 Rational of the Study

Speed labs as a company has a lot of potential with new and advanced feature as
compared to its peer competitors that is Topper, Extra marks, Byju etc. The
company has adopted advanced technological reforms in the form of using
Artificial Intelligence in its applications. The company is still into its
developing phase and has lot to offer to its users. The company has its Unique
part of selling in the form of Practicing portals and also its Test series which
comes in the form of Single chapters as well as Topic assessment tests and also
lets user to identify its mistake by providing solutions.

The company focuses of different marketing channels such as B2B and B2C
and the leads are generated by doing activities, Physical visits and follow ups so
that the employees identify their demographic conditions which help them to
know their Customer better and that helps them to sell their practicing portal
easily. And also the employees approaches to different schools and Educational
institutes as they have identified the trend of Evolution in the teaching patterns
of educational institute that accepts and adopts different technological
advancements to stand out unique and different amongst its competitors and
also the education sector has shown lot of potentials growth and an upcoming
trend is seen at a naked eye.

So in the era of 21st century people are more prone to use technology and are
also addicted to it. So an organization has a lot of potential to grow and set a
benchmark in the society.
Chapter 2 Overview of Industry and company

2.1 Introduction to company

Edu tech Industry

Defined educational technology as "the study and rules practice of

facilitating learning and aggregating performance by developing, using

and organizing appropriate technological processes and resources"

Educational Technology is the one which has changed the way of learning it is

the one in which both Physical Hardware, Software and educational theories to

facilitate learning and make education flexible, and attractive and help an

individual performance, learning by using appropriate technical and

technological resources by proper planning and organizing the resources to

attain objective that is to make learning easy and entertaining.

It contains different domains including several learning theory, Computer

based learning, online learning, Video and animated learning, conceptual and

particle learning and which is organized and can run on any device whether it

be Mobile or desktop or laptop. It is a user friendly compatible on any devices.

It is related to the data which is been studied adopted by educational Ministry

and is developed in the form of mobile learning so that it attracts the

Millennial, so that they are attracted and enjoy learning at their convenience
but also without compromising the main aim that is Study or getting

information or learning.

2.2 Introduction to the company.

Speed labs as a company has a lot of potential with new and advanced feature as
compared to its peer competitors that is Topper, Extra marks, Byju etc. The
company has adopted advanced technological reforms in the form of using
Artificial Intelligence in its applications. The company is still into its
developing phase and has lot to offer to its users. The company has its Unique
part of selling in the form of Practicing portals and also its Test series which
comes in the form of Single chapters as well as Topic assessment tests and also
lets user to identify its mistake by providing solutions.
So in the era of 21st century people are more prone to use technology and are
also addicted to it. So an organization has a lot of potential to grow and set a
benchmark in the society.
As discussed the company is one of its kinds in the EDUTECH industry and it uses Artificial

Intelligence based learning portal and provide TECH assisted personalised Practice Solutions. And

makes education and learning easy and is useful for the students in learning difficult subjects like

Maths, Science and are useful for the students of 8-12 (CBSE/ICSE/HSC) and also helps students in by

providing solutions for JEE main & Advance entrance exams.

The main advantage of using Speedlabs online learning portal is that solves

doubts and clear confusion of users by giving them One-one clear

communication and gives personalized practices.

Competitors and analysis

The list of the competitors shows that launch of BYJU in 2011

EMBIBE launched in 2012

It has 15 million+ users and both of them have their headquarters in Tech city

Bengaluru.

The heartthrob ShahRukh Khan is the brand ambassador of these companies.

According to the sources it is estimated that the global acceptance in the

edutech industry will raise to 4.4% by 2025 and that will generate revenue of

$342 billion.
The competitors on the global level show that in India the BYJU has been the
one who is a market leader when it comes to acceptance and stands 5th on
global level rankings.
In presence of our Prime Minister Shri Narendra Modi and his imitative
towards giving special relaxation and benefits to startup and when it comes to
edutech startups they are being funded heavily and have a huge government
support.
The above image shows some facts and scenarios and the list of startups in the
field of edutech industry.
The image shows the types and levels of consumers and accepting edutech
industry which is main form of evolution I their particular organization. From
them the one who has Institutions/ Trusts or teaching institutions are the
major consumers.
2.3 Industry organization Structure.

The above image shows the segmentation of organizational structure which is

divided into formal and informal stages and the subdivision and segmentation

according to the needs and usage is shown above.

2.4 Product range.

The company has its pedagogy well designed by the guidance and support of

IITians and has made sure that the quality of the study is never compromised

and the service ranges from,

 Study material for different subjects that is Maths and Science.

 Check points for IGCSE

 JEE mains & advance

 MHTCET/
2.5 SWOT analysis.

SWOT analysis of the company shows that.

It has resolve many problems and provided satisfaction to the users.

But in some case when it comes to education not all has same brains and grasping power it depends
on person to person and also ability and willingness to learn.

It has provided better opportunity in learning and made education safe with adapting all ethics and
legislatives.

Most of the people in India lie below poverty line and it is for the people who can afford so the
dream of education for all is not still a success.
  Chap – 4 Research Methodology

Purpose-

The main purpose of this research is to adopt and identify different sales
strategies which Speedlabs as a company can adopt to penetrate the
untapped market and also stand against the peer competitors when it comes
to EDU tech.

Problem-

The main problem which Speed labs learning portal as a internal department
faces is that they have never identified the customer buying behaviour when
it comes to the external factors that are the demographic factors which every
Customer keeps in mind before buying any product and if it is product which
they are looking for educational purpose which comes with a huge amount of
Investment which a consumer has to inculcate while buying the bus.

Main problems consist of Age, Income, Awareness, Ability and willingness to

buy.

Research Methodology

This is a Systematic process which has different stages that helps the
Researcher to find and reach on a proper conclusion. The research has
following steps which are planned to forecast a condition and on the basis of
that forecast a researcher takes necessary steps which help an individual to
identify the problems and work accordingly for the betterment of any
organization or for him.

INTRODUCTION
This research helps to understand the research methodology by developing a
structured framework to change and adapt with the use of primary and
secondary research. The methods and concepts used during primary research
in order to reach at conclusions; which are involved with some serious after
effects that lead to a logical hindrance towards the analysis and results.

RESEARCH DESIGN

My first step was to conduct a secondary research to identify the impact and
implication of the Company’s particular division, to revisit and understand the
industry Ethics & Norms, on which certain issues shall be selected, which I feel
remain unidentifiable or liable to change, this shall be further taken up in the
next stage of Descriptive research. This stage will help me to set my limits and
select only the areas where I can find answers, which consists of growth and
segmentation in Speedlabs as a company.

The different tasks that I have taken in the research process are:

* Defining the information needed for identification of certain problems.

* Design the descriptive and causal research.
RESEARCH PROCESS

The following process has four same yet related steps for further analysis

It has a logical and sequential ordering:

* Determining the need of the problem.

* Developing an appropriate solution for the identified problem.
* Finding relevant data to do a particular hypothetical analysis.
* Stating the findings in the form of proper interpretation.
Each sequential step is unique in its own way and seen as a separate process
that includes an amalgamation of task, step and systematic procedure. The
steps undertake are logical, objective, verifiable, reliable, valid, impersonal and
ongoing.

DESCRIPTIVE RESEARCH

The method used below consists of different forms of data,

* Primary Data
* Secondary data

PRIMARY DATA

The data which is obtained by physical visits and personal observation. When
compared to secondary data which is kind of vague and unreliable when it
comes to a proper survey. The data collected by framing a questionnaire.
Which helps us in giving answers which consists of Qualitative or quantitative
data that are newly collected in the course of research, that is original
information which comes from people and includes information found from
surveys, targeted groups, personal observations an. Data gathered by the
researcher in the act of reaching on a particular conclusion. This is opposite to
secondary data, which is obtained by the use of past data gathered by an X
individual other than the researcher findings that is gathered directly from
first-hand resources in the form of surveys& observations.

SECONDARY DATA

Information that any individual have performed , identified and sourced for
other researchers to work and get certain idea. The information used is called
second hand information Sources include past reports, different publications,
and subscription services. Secondary data is of two types:

Internal Secondary data

External secondary data.

Information fused inside or outside the organization for research purposes,

which has already been used. Marketed in the form compiled information used
for purposes other than the current research; that can be internal data, such as
sales-tracking information, or it can be research conducted by other individual,
such as different research company or the Edutech department or the
company itself.

Secondary data collected from User Manual & different websites.

The first thing as an individual which I did was to identify the strengths and
weaknesses of the company with its current competition and found certain
links in which the company should pitch in to get more sales and found the
loop holes which hindered companies performance when it come to the sales
of Mahindra School buses. The problem identified was solely dependent on
any consumer need identification and also was based on some demographic
scenarios such as Income, Age and ability and willingness to buy the product.

PHYSICAL VISITS & RESEARCH

STEPS in the research:

Statement of the problem

* Identification need to find problem and give proper solution of that

problem.

* Using systematic approach to find the problems

* Identifying the target population and use of sampling Plan.

* Design a data collection tool.

* Collection of information ( Physical visits & Observations )

* Solution of the problem in the form of data Interpretation.

DATA FOR RESEARCH

IDENTIFICATION OF THE SAMPLE SIZE

TARGET POPULATION
It is a characteristics for a particular target market which any researcher or
individual keeps in mind before framing a data collection tools and is also
prepared for the consequences which are attached to it. It allows the
researcher or an individual to describe them as they are without any
adulteration. Also allows individual to individual to keep his/her point of view
what he/she thinks about a particular product which is use in my project that
includes demographic information (Income,age, sex etc). The specific
population which is 131 as sole informatory and are considered as
beneficiaries of this project. This will be either an individual or a subset of
potential customers, such as adults, women, rural localities, or the residents of
different geographical area. Governed bodies, Operators and other authorities
such as decision makers of particular organizations. This helps us in identifying
the consumers Taste & Preferences, Customers buying behaviors etc. The
group of people I am trying to reach with a particular sales strategy or activity.
The target population is the population mostly indulge into School
authoritative decision makers. A specific resource in the form of personal visits
and digital Marketing sets the object or target of investigation. The target
market or individuals are defined in age, background, ability, and preferences.

SAMPLE SIZE: 131 Individuals/ Institutions

This sampling size gives a clear image about the Interest of an Individual in
Mahindra Buses.

The sampling size gives the researcher to reach on a particular conclusion.

* Planning and analyzing the primary data

* Identifying different external factors

 * Identifying the trend and individuals preferences

* The number of interested individual that can be approached and

converted to Speedlabs customers

ERRORS IN THE RESEARCH

Interviewer error

There is interviewer biasness in the questionnaire which a researcher has

formed for his benefit. By forming open-ended questions shows biasness by
the interviewer, as interviewers are helping the consumer which is eventually
the respondents when the questionnaire is filled out. The attitudes which the
interviewer shows to the respondent during the interview can directly affect
the level of interest and willingness to fill the answers openly. These benefits
the Interviewee and due to some manipulations done during form filling
benefits the Researcher in getting adulterated information that is solely
dependent on the interview .

Respondent error

This type of error occurs when the respondents are unaware about the
situation or the information which is being shared is partially correct which
leads Respondents to fill unnecessary data without his/her interest for being
good that leads to misjudgments and the companies assets and image can be
at stake.