Product Overview

MyCaptain's Offering can be classified as a bootcamp styled upskilling program supported by a customised learning management solution.

Programs are delivered through web application.

Customer Journey

Career Building Phase

• The programs are delivered over 4 to 6 months via LIVE lectures, supporting content, and assignments.
• These programs are very intense and require 8-12 hours of weekly time commitment. 50% of which is spent over LIVE lectures and rest of it is spent over assignments.
• Key Learner Outcomes:
• • Placement Opportunities
  • Upskilling
  • Peer community

Top of the Funnel View

Ads: (Combination of static creatives & video creatives)

Social Media: (Primary Focus on Instagram)

Website/ Landing Pages: (Home page)

User Interviews

Nerdy Self. Learner who transacted, started program, & did not complete the program.

• The motivation level for upskilling is very high.
• Their need for a job in the fields is not very high.
• They spend most of their learning time on Instagram & Youtube.
• Have a very clear search intent because of above pointers.
• They feel that they are missing a directional learning element. Missing a mentor figure to help them be more structured.
• The moment they find what they wanted to learn, they drop out.

Worst Purchase Ever! Learner who transacted, started and immediately was unhappy and asked for a refund.

• Early intent for upskilling was very low.
• Their need for a job is high but the intent & discipline to complete the program is missing.
• They tend to fail in progressing and immediately request for refunds because they don't see the value in the education.
• There are 3 primary reasons for taking an aggressive return route:
• • The course is too basic for their needs. (Looking for advanced courses)
  • Not happy with the classes and the program experience.
  • The time dedication required is way too high and they cannot put the effort required.

The best thing ever! Learner who transacted, started, completed, and found their dream job!

• The most ideal learners.
• Their intent is very high to up-skill.
• Self motivation is low hence they need a guided learning environment.
• They engage in the community discussions, events, and live lectures.
• The discovery phase is driven by a need of job and not skills. (Eg: How to get a job in Digital Marketing? How to switch to Social Media Roles?)

Ideal Customer Profile

Competitor Analysis

Audience Segmentation for Demand Analysis

Graph: 1

TAM Calculations:

1. Average Transaction Size: $ 750
2. Total Market Size (Volume): 50 Million (Refer Graph 1)
3. TAM: Avg. Transaction X Total Volume = $750 X 50 Million = $ 37.5 Billion

1. Overlap of Google Trends Search Behaviour in fields of Marketing, Content, Design, & Business Analytics shows about 5 - 10 Million annual search volumes.
2. Considering the above, we see a SAM of about $ 3 Billion to $ 6 Billion

1. Focusing on capturing a 10% Market Share of the SAM, we are looking at about $500 Million!

Core Value Proposition

1. Short Duration Programs with Outcome focus. (Example: Get your dream Digital Marketing Job in just 6 to 9 Months instead of a 2 year MBA)
2. 1. Placement Opportunities with higher than Industry Average Packages.
   2. Placement Opportunities in 6 - 9 Months
3. Mentor Led Skilling Education: Delivered online through LIVE classes from Working Professionals who are experts in their fields!
4. Personalised Mentorship & Feedback during the skilling curriculum for every learner!
5. Peer to Peer learning community

Customer Acquisition Funnel

Part A: Lead Generation

1. Generate Cost Effective Leads
2. Intent of Product need can be verified at lead form fill stage though indicator questions

Part B: Lead Conversion to Customer

1. Map Payment Intent for lead prioritisation
2. Sales Funnel Optimisation

Lead Acquisition Standard User Journey

Impressions --> Clicks --> Landing Page Visit--> Form Fill on LP --> Lead Quality Indexing

Lead Conversion Standard User Journey

Lead Prioritisation --> Connected Call --> Build Program Interest --> Build Payment Intent --> Get Seat Booking Done --> Process Loan/Full Payment --> Move to Onboarding Journey

Current Statistics (Assumptions)

Instagram Account: MyCaptain with a following of 80,000

Existing Database of Leads with email ID & WhatsApp Numbers: ~70000

Monthly Ad Spends: INR 80 Lacs

Experiment Design

Experiment 1: Introducing Webinar/ Demo Class Funnel

Hypothesis:

1. Goal: Using Webinars as Demo Classes to Generate High Quality Leads with lower CAC.
2. Primary Driver: This should create a delta effect in improving Conversion Rates of the product lines.
3. 1. We will start by experimenting with DM Pro.
4. Secondary Impact: With improved CVR, we should also see an improvement in Productivity of Inside Sales Associates. (Productivity: Total Revenue : Total Fixed Salary Cost (CTC) of Sales Associates)

Execution:

1. Use Zoom for 1st set of Experiments
2. A Landing Page for Event Registration
3. Email Automation Tool for Event Reminders.
4. Whatsapp Automation for Event Reminders.

Configure Campaign Targeting Instagram as Primary Platform for the Ads.

Follow detailing in Section "Detailing Paid Advertising"

Experiment 2: Introducing Partner Program Version 1.0

Hypothesis:

1. Design a Youtube Content Creator fellowship Program for volunteer learners. In this they will also link MyCaptain Affiliate links.
2. In this YCC Fellowship Program, the learners will get paid for each learner lead which converts into a paying customer.
3. Small growth in video views will itself help generate leads at cheaper cost in comparison to Performance Channel since cost is incurred on converted leads only.

Execution:

1. Launch an Customer Access only Youtube Content Creator Fellowship (YCCF).
2. Learners can sign up on first come first serve basis and create a small batch of 50 learners every month.
3. The program will provide the technical support required to produce videos for youtube and help provide the right mentors to facilitate a more actionable learning.
4. The goal will be to help at-least 30 learners produce and distribute 2 videos every month.
5. Help them effectively apply youtube SEO practises and get more discoverability on Youtube.
6. Affiliate Links embedded in video descriptions & some thematic video on MyCaptain experiences.

Follow detailing in Section "Detailing Referral/ Partner Program"

Experiment 3: Creating Content Loops on Instagram

Hypothesis:

1. Creating multiple content loops on Instagram in form of reels will help improve following and engagement rates of our IG Account.
2. High Engagement Rates will help generate better Leads to Impressions ratio.

Execution:

1. Create 3 ICP Characters to represent on IG Handle.
2. Each Persona will behave like a Vlogger who is managing our IG Handle.
3. Prepare Content Strategy & Calendar for the operations.
4. Measure key metrics and iterate on the content loops.

Follow detailing in Section "Detailing Content Loops"

Creating Student Ambassadors Reflective of ICPs.

An Internal Team will be appointed to manage the 3 persona with a centralised content calendar.

Content buckets:

Note: Please view all images by scrolling right to left.

• Viral (Optimise for Shares) [40% Posts]
  
• Engagement (Optimise for Comments & Saves) [40% Posts]
  
• Leads (Optimise with Link in Bio Clicks) [20% Posts]
  

What kind of impact is expected by creating these content loops?

• Take Follower count to 1,50,000
• Improve engagement rate from 0.06% to 0.1%
• Improve Lead Contribution by 10% overall.

Continued from Experiment 1 under "if your product is in PMF Stage".

Experiment: Introducing Webinar Funnel as Demo Classes to improve Conversion Rate.

First Iteration

Funnel

Demo Class Topics:

1. Learn the A to Z of How to crack a Digital Marketing Role with INR 6 L Package!
2. Learn how Chirag (Batch September 2023) of Digital Marketing cracked a INR 6 LPA job at Amazon!

Landing Page: An Event Registration Page for above 2 events.

CTA: Register Now

Sample Campaign Performance:

Target ICP: Garima (Switchers - Intent of Changing into Digital Marketing Roles)

Ad Creatives:

Key Metrics for Analysis

Assess at a channel level split

1. Total Event Registrations
2. Total Attendees
3. Total Payment Intent Qualified Leads
4. Average Watch Time of the Session
5. Marketing Spend
6. CPL
7. Conversion Rate of L1, L2, & L3 Leads.
8. Marketing CAC per Channel vs Average Order Value
9. Total Salary Costs (CTC) on Sales Executive In Time Ratio spent over this experiment.
10. Productivity of Sales People

Key Understandings from the Experiment

1. The CPL (Cost per Event Registration) of the campaign was INR 266.25/-
2. 1. Performance Channel was the costliest with a CPL of INR 350/-
   2. Email Marketing Channel CPL was INR 75/-
   3. Organic Channel CPL was INR 0/-
   4. Email Marketing & Organic Channel helped reduce the overall CPL of the campaign.
3. While Performance Channel was costly, it drove 75% of the registrations. Hence contributing to highest volume of registrations.
4. Our Marketing CAC vs AOV is 44.4% which is better than our previous campaigns however, they still need furthering optimising.
5. This campaign also performed better with C-Rate (Conversion Rate). Optimising it to 1.20% compared to a previous best of 0.8%.

Second Iteration

In the Second iteration the focus will be on:

• Channel Mix Optimisation for Event Registration by targeting the following targets.
  This should have a net effect of 20% reduction in Marketing CAC.

• Improving attendance rate from an average of 32.5% to 40%!
• • Focus on Reminder Emails & Messages being sent on time.
  • Experimentation with different time slots & days to observe attendance rate difference.

Creating a YCCF Curriculum

YCCF: Youtube Content Creator Fellowship

Factors of YCCF Curriculum

1. This is a curriculum based on "Execute and Learn" pedagogy.
2. 1. We start by Designing a 90 Days Daily Action Prompt for action!
   2. The prompts will be divided into following types:
   3. 1. Mentor Session
      2. Concept Notes
      3. Script Readiness
      4. Shoot with Phone
      5. Edit Support
      6. Thumbnail Today
      7. Post with dedication
3. A Program Manager will be responsible for focusing on driving the end outcome with the cohort: Release 10 Video every 15 days through the students of the fellowship.
4. Content Calendar should be made to include at least 3 videos out of 10 come out under "MyCaptain Reviews" Focus.
5. Other videos should be co branded through video & sub-title presence of YCCF Branding.
6. SEO should have MyCaptain keywords being integrated naturally into the content.

Expected Metrics & Performance (assumptions)

Example Video Outcomes:

Fellow Benefits

These Fellows will be incentivised through following effects:

1. Upon Every Successful Video Distributed on Youtube
2. Upon Achieving the first 1000 views
3. Upon every successful enrolment through their affiliate link

How does the Cost dynamic work?