Go to Market project | AECC Global

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Go to Market project | AECC Global

A bit of introduction.

What is AECC Global?

AECC is a leading study abroad consultancy that has been helping achieve study abroad dreams. It is present in multiple countries and provides guidance and support to students to destinations such as Australia, the UK, USA, Canada, Europe, NZ etc. It provides services such as course selection, application assistance, visa guidance, and financial planning. AECC takes the student approach first and has a high referral rate. It provides end-to-end counseling experience for smoother commencements. It has been in the business for more than a decade, where there are many local and international competitors. It has partnerships with various top universities across the globe.

Products

The products referred to in this industry are the Universities partnered with along with Categories being either the Countries with Courses. So Currently the main destinations that AECC focuses on are Australia, the USA, the UK, Canada, Germany, and Ireland.

Let's begin

Pre-GTM

Step 1: Define the problem & the context

Write the problem statement you’re facing and the goal of the GTM.

AECC has generated enough leads and meetings with potential customers. Though the conversions into applications are low. As a Product manager, my OKR is to focus on increasing Meetings with Applicants by 10%. Since the Intakes which are popular are Q3 and Q1. Most of the applications would have to be completed by the next 2 months, and at least have applications end by the end of March. So we have 1 month to get as many applications from both the Leads and those who have set up appointments and meetings.

Step 2: Define the goal

Put the goal in the XYZ framework. The Goal will always be in the format: X metric in Y time with Z constraints. In lean GTMs, the Z is optional.

GOAL: Get 5000 more applicants from those who have done meetings so for 2025 in one month of March.

Step 3: List down all the input levers to that goal.

List down all input levers required to hit the target.

Bonus: Go deeper by mapping the input levers on a Google sheet.

To get 5000 more applicants from the existing 77,000+ people who have done one meeting. We would be focusing on converting those who haven't yet started the application process with AECC.

Applicant Process Step	Conversion Percentage	Total Number
Meeting Concluded		77386
Shortlist received	89%	68873.54
Documents Shared	34%	23417.0036
Application Created	42%	9835.141512

Based on the above assumption data of the Shortlist received and Documents and Application received, we can view that the input lever to target is Documents shared and Application Created. And a small percentage of targeting Shortlist shared.

Step 4: The users

Define the ICPs/ users who you will be targeting for this goal

1. Final-Year Undergraduate Students

Demographics:

Age: 20-23
Gender: Balanced (male and female)
Income: Middle to upper-middle-class families (can afford study abroad or seek scholarships)
Location: Urban and tier-2 cities with strong education hubs

Behavioral Traits:

Actively researching master’s programs abroad
Preparing for standardized tests (IELTS, TOEFL, GRE, GMAT)
Engages with study abroad content on social media, forums, and university websites
Open to career-focused study destinations with post-study work options

Key Goals/Motivations:

Higher education for better career opportunities and global exposure
Access to top universities and programs aligned with their field
Clarity on scholarships, tuition fees, and living costs
Post-study work and migration opportunities

Time vs Money Considerations:

Willing to invest in study abroad if there’s clear ROI (job prospects, PR pathways)
Prefers a streamlined application process with expert guidance to avoid delays

2. Working Professionals Seeking Career Growth

Demographics:

Age: 25-35
Gender: Balanced (male and female)
Income: $50,000 - $100,000 annually (or equivalent in their home country)
Location: Urban areas, corporate hubs, tech and business cities

Behavioral Traits:

Exploring MBA, master’s, or PG diploma programs abroad
Interested in career switch or promotions through international education
Prefers flexible study options (e.g., hybrid, part-time, or co-op programs)
Engages with LinkedIn, professional networks, and study abroad webinars

Key Goals/Motivations:

Enhancing career prospects through international exposure
Access to better job opportunities and higher salaries
Post-study work opportunities and potential migration benefits
Seeking programs with strong industry connections (internships, placements)

Time vs Money Considerations:

Willing to take education loans or self-fund if the career benefits are strong
Needs clear information on ROI, salary increments, and job prospects before applying

Step 5: User Segmentation

Categorise your users for personalisation of content, offers, products pitches, flow changes etc. This is dependant on the context of your GTM. In the example below, we’ve only demonstrated the thought process. We expect you to scope this out completely and put down the final segmentation and personalisations.

Category	High-Intent Applicants	Scholarship & Budget-Conscious Students	Exploratory Researchers (First-Time Inquirers)	Repeat Engagers (Loyal Users)
Usage Characteristics	Actively engaged in applications, has shortlisted universities, ready to apply	Seeks scholarships, financial aid, and affordable universities	Browsing content, attending webinars, exploring study destinations	Regularly interacts with AECC (webinars, counseling, referrals)
Recency of Use Case	Engaged in last 7-14 days, currently filling applications	Active around scholarship deadlines or financial planning seasons	Recently visited the AECC website (less than 7 days ago)	Active monthly with repeat queries and engagement
Natural Frequency	Engages weekly until application submission	Engages during financial aid deadlines or tuition payment cycles	Inquires once or twice before deciding to move forward	Contacts AECC every month or at key decision points
Pain Points	Needs clarity on deadlines, documentation, and final steps	Cost barriers, unsure about funding options	Lacks knowledge on where to start, hesitant about process complexity	Frustration with long processes, visa delays, or university responses
Valued Features	Personalized application support, direct university connections, fast processing	Scholarship matching, financial counseling, budget-friendly options	Free resources, beginner guides, success stories, and university comparisons	Exclusive access to priority counseling, visa support, and alumni network
Core Value Prop	Step-by-step guidance to ensure successful applications	Affordable pathways to study abroad through scholarships & low-cost universities	Clear, trustworthy information for first-time aspirants	Personalized, ongoing support for all study abroad needs
CVP Being Utilized	1-on-1 counseling, deadline reminders, university partnerships	Scholarship workshops, budget-friendly study options, financial aid counseling	Free webinars, beginner-friendly content, student success stories	Exclusive events, alumni mentorship, early updates on policy changes

Applicants usually check with Multiple other consultancies and zero in on the ones that provide better social proof and financial assistance/offers for the course of their choice.

Step 6: Channel and distribution documents

Prepare the documents for the different levers/ teams/ stakeholders.

Performance Team

Goal	Retarget students who have received a shortlist but haven’t shared documents to encourage document submission
Impact	Increase document submission rate from 34% to 45%+, adding ~4,800 students to the next stage.
ICPs	Final Year Graduates + Working Professionals
Pitch	“Complete Your Application Now – Limited Seats & Fast-Track Processing!”
OKR Alignment	Achieve 45% document submission rate from shortlisted students.
Budget	₹10 Lakhs
Creative	Urgency-driven ads featuring university deadlines, visa timelines.
	Carousel & video ads showing student success stories.

Email + Whatsapp Campaigns

Goal	Nurture students who have shared documents but not created an application.
Impact	Increase application creation rate from 42% to 55%, adding ~3,000 applications.
ICPs	Students who shared documents but haven’t started an application (~23,417 students).
Pitch	“Your Dream University Is Waiting – Complete Your Application Now!”
OKR Alignment	Convert 55% of document-submitted students into applicants.
Message Sequences	WhatsApp Reminders: Personal counselor outreach for instant support.
	Email Series:
	Day 1: “Don’t Miss Out – Scholarships & Deadlines Approaching!”
	Day 3: Success Story: “How [Student Name] Got Their Offer by Applying Early”
	Day 5: “Only 5 Days Left to Submit Your Application”

Affiliate Partnerships

Goal	Generate 1,000 additional applications through influencers & test-prep partnerships.
OKR Alignment	Secure 3 partnerships with student influencers, IELTS/GMAT coaching centers, and study-abroad bloggers.
List of Partners	IELTS/GMAT coaching centers Student influencers (YouTube, Instagram, LinkedIn) University alumni communities
Type	Revenue-sharing & referral-based affiliate model.
Education	Influencer Toolkit: AECC success stories, university deadlines, and financial aid details. Webinars: Partner-hosted sessions on “How to Apply Stress-Free”.
GTM Campaigns	Influencer Video Series: "Last-Minute Study Abroad Tips" featuring AECC. Blog & Email Features: Co-branded content on “Fast-Track Your Application”.

SEO

Goal	Drive organic traffic to AECC with high-intent content, contributing 500-700 applications.
OKR Alignment	Rank in Top 3 for high-converting keywords (e.g., “study abroad application deadline 2025”).
Projects	Publish 3 keyword-focused blog posts on: 1. “What Happens If You Delay Your Study Abroad Application?” 2. “Fast-Track Your Study Abroad Journey – Step-by-Step Guide” 3. “Scholarships Closing Soon – Apply Before It’s Too Late!” Optimize FAQ & landing pages for visa deadlines & university cutoffs.
ICP Impact	Provide relevant, deadline-focused content to drive urgency and engagement.
User Stories	“As a student, I want to ensure I don’t miss my study abroad opportunity by applying too late.”

TeleCalling

Goal	Convert students who shared documents but haven't created an application ( ~13k )
Impact	High-intent students who started but did not complete their application.
Pitch	“Get Personalized Help to Submit Your Application in 24 Hours!”
OKR Alignment	Increase meeting to applicants by 10%
Execution Plan	3-Day Calling Campaign: 1. Day 1: Call all document-shared applicants with personalized assistance. 2. Day 2: Follow-up WhatsApp message with 1-click application resume link. 3. Day 3: Final email reminder with fast-track counselor slot booking.

Step 7: Project planning

Make a project plan nailing the launch date and work the dates backwards. The table should have name of the milestone, owner, description.

Milestone	Owner	Description	Completion Date
Campaign Go-Live	Marketing Lead	Official launch across all channels (Performance Marketing, Email, WhatsApp, Affiliates).	1-Mar-25 (Saturday)
Retargeting Ads Setup	Performance Marketing Lead	Set up performance marketing campaigns targeting students who received a shortlist but haven’t shared documents.	5-Mar-25 (Wednesday)
WhatsApp & Email Campaign Launch	CRM/Email Marketing Lead	Initiate personalized email and WhatsApp sequences to nudge students to submit documents and complete applications.	7-Mar-25 (Friday)
Affiliate Partnerships Finalized	Partnerships Manager	Secure agreements with student influencers, IELTS/GMAT coaching centers, and study-abroad bloggers.	11-Mar-25 (Tuesday)
Affiliate Partner Campaigns Go Live	Partnerships Manager	Launch influencer promotions, webinars, and referral campaigns to drive applications.	13-Mar-25 (Thursday)
SEO Content Deployment	SEO Lead	Publish high-intent blog posts on application deadlines, fast-track processing, and study abroad benefits.	14-Mar-25 (Friday)
Counselor Call Blitz Starts	Telesales Lead	Execute a 3-day focused calling campaign for students who started but didn’t complete their applications.	17-Mar-25 (Monday)
Ad Creative Optimization	Creative Lead	Refine ad creatives based on performance data to increase conversion rates.	21-Mar-25 (Friday)
Final Conversion Push (Last-Week Drive)	Marketing & Sales Team	Implement urgency-driven campaigns (email, WhatsApp, calls) highlighting approaching deadlines.	26-Mar-25 (Wednesday)
March Performance Review & Next Steps	Growth Manager	Analyze campaign success, conversion rates, and plan next-phase optimizations.	31-Mar-25 (Monday)

Step 8: Cross functional alignment

Write in detail when you will communicate and with whom.

Timeline	When	Whom
5 weeks before launch (Mid-Feb 2025)	Review marketing and sales strategy, confirm applicant conversion target, and assess CRM segmentation readiness.	Growth Manager, Marketing Lead, CRM Lead, cc Admissions Team
4 weeks before launch (End-Feb 2025)	Finalize affiliate and partnership agreements, assess campaign creatives, and align counselor outreach plan.	Partnerships Manager, Creative Lead, Telesales Lead, cc Performance Team
2 weeks before launch (Mid-March 2025)	Validate retargeting campaigns, finalize SEO & content calendar, ensure WhatsApp/email sequences are set up.	Performance Marketing Lead, SEO Lead, CRM Lead, cc Product Manager
1 week before launch (Last Week of March 2025)	Confirm final QA of all marketing assets, website updates, counselor scripts, and automation workflows.	Product Manager, UX/UI Lead, Admissions Head, cc All Departments
Launch Day (1-Mar-25)	Monitor campaign performance, analyze real-time metrics, and execute contingency plans if needed.	Growth Manager, Marketing Lead, cc Entire Team

During-GTM

Step 1: Set Milestones

Set milestones for during GTM as a health metric to see if your GTM is on track. Put down the metrics you’ll be tracking.

Milestone	Metrics to Track
Website traffic and engagement	Daily/weekly visitors, bounce rate, session duration, new vs. returning users
Paid campaign performance	Impressions, CTR, conversion rate from meetings to applications, cost per lead (CPL)
Applicant conversion	Number of new applications, application completion rate, cost per application (CPA)
Sales volume and revenue	Total applications submitted, deposit payments made, revenue contribution
Email and CRM engagement	Open rates, CTR, response rates, application conversions from email sequences
WhatsApp campaign performance	Message open rates, response rates, direct application conversions from WhatsApp
Affiliate Engagement	Referral traffic from partners, application conversions via affiliates, ROI from partnerships
Counselor performance	Follow-up completion rates, meeting-to-application conversion, counselor engagement levels
SEO performance	Organic traffic, keyword rankings for study abroad search queries, lead form submissions via organic

Step 2: Analyse & Communicate

Analyse metrics and funnel data with respect to the launch. Apart from this communicate to your stakeholders on the milestones. JTBD is to share the launch and milestones. (Ensure you aren’t communicating with them more than twice)