What is NIAT?

Nxtwave Institute of Advanced Technologies is NxtWave’s four-year B.Tech program. Founded by IIT/IIIT alumni, NIAT has rapidly expanded. The company is partnered with UGC recognised Universities and now operates 10+ campuses across India. It combines a modern engineering curriculum (AI, ML, Data Science, Full-Stack) with a mandatory 18-month industry internship.

NIAT's Current Presence:

• South(Strong presence): Hyderabad, Bangalore, Chennai, Mangalore, Vijayawada, Tirupati and Pondicherry
• North(Developing presence): Jaipur, Delhi NCR, Pune.

What problem is NIAT solving?

Many engineering graduates leave college without real-world skills or clear job pathways. NIAT closes that gap by giving students hands-on work experience and tailored tech training, so they graduate ready to step straight into a tech role.

What makes NIAT different?

NIAT differentiates itself by delivering core engineering courses and embedding a paid 18-month industry internship to ensure real-world job readiness. With over 2,000 top-tier hiring partners, clear ROI, a hands-on, outcomes-driven curriculum in AI, ML, Data Science, and Full-Stack in students’ native languages, robust career mentoring, and flexible elective specialisations, NIAT offers a seamlessly aligned pathway from learning to employment.

IDEAL CUSTOMER PROFILES:

ICP SEGMENTATION:

NOTE FOR TAM CONSIDERATION: According to AICTE Seat Data (2023–24): 1.5 million total undergraduate engineering seats are considered and with data of ICP economic/census mapping, We overlaid those prevalence rates against the 1.5 M total seats to arrive at ~0.067% “Smart Students,” ~0.093% “ROI Parents,” etc., then rounded to the nearest hundred for clarity.

ICP 1 & ICP 5:

• ICP 1 (Smart Student): Has the strongest intent to adopt a premium, vernacular-first B.Tech model to have daily engagement with Industry level tech content. Their high willingness to pay combined with low acquisition cost makes them an efficient growth engine.
• ICP 5 (JEE-Miss Aspirant): Driven by FOMO, a readiness to enroll immediately, this segment converts quickly on guaranteed internships and placement promises. Their high frequency of decision-making and strong appetite for a credible alternative for colleges like IIT/NIT yields rapid traction.
  
  

Primary User Goals:

• User 1 (Smart Student)
  • Master in-demand tech skills (AI/ML, Data Science, Full-Stack) through hands-on, project-based learning.
  • Build a professional portfolio of real-world projects to showcase to top recruiters.
  • Engage daily with peers and mentors for feedback, collaboration, and motivation.
  • Follow a clear roadmap from coursework to an 18-month internship to a ₹10 LPA+ placement.
  • Learn in their native language to fully grasp complex technical concepts.
• User 2 (JEE-Miss Aspirant)
  • Quickly find a credible B.Tech alternative that matches or exceeds coaching-center rigor.
  • Secure guaranteed, paid internships early in the program for practical experience.
  • Compare placement outcomes side-by-side with IIT/NIT benchmarks to restore confidence.
  • Enroll and start hands-on learning without delay, minimizing downtime after JEE results.
  • Access targeted guidance (webinars, 1:1 counseling) tailored to “backup” aspirants’ urgent needs.

Core Jobs To Be Done (JTBD):

Help the user secure a high-demand, well-paying tech career by providing practical, industry-aligned education in a language they understand, ensuring a strong return on the educational investment.

• Smart Student JTBD:
  Help user gain industry-fit, job-ready tech expertise and project credentials, delivered in my native language, so user can confidently land a ₹10 LPA+ role upon graduation.
• JEE-Miss Aspirant JTBD:
  Provide user a seamless, outcome-focused B.Tech path with guaranteed internships and placement metrics, so user can bounce back from JEE and launch a tech career without losing time.”

Initial Interest & Lead Capture:

We reach their website and leave our number

• • Working Well: Low-friction initial capture. Users are willing to provide contact info, indicating preliminary interest.
  • Not Working: High potential for drop-off if the website doesn't immediately convey significant value or if the CTA isn't compelling enough to justify sharing personal data.
• • Suggested Improvements:
  • • Strong Value Proposition on Landing Page: Before asking for the number, clearly articulate 1-2 powerful benefits relevant to the JTBD (e.g., Guaranteed Placements,Integrated Internship).
    • Immediate Digital Value: After submitting the number, provide instant, valuable content via SMS or on the thank-you page (e.g., a short success story video, a quick program overview PDF). This leverages reward bias and reduces lead abandonment.

We get a callback

• Working Well: Personal touch, allows for immediate qualification and addressing initial queries. Builds human connection.
• Not Working: Can feel intrusive if not expected or if the lead is not "hot." Call quality and script consistency are critical.

• Suggested Improvements:
• • Contextualized Call: The representative should acknowledge the specific page/context where the number was left.
  • Set Expectations: During the call, clearly state the purpose of the upcoming WhatsApp process and webinar

They call and explain us about their product, asks to register for their webinar

• • Working Well: Provides a direct overview and guides the user to a more in-depth engagement (webinar). Allows for initial Q&A.
  • Not Working: Can be repetitive if the website already explained the product effectively. Users might feel pressured into a webinar.
  • Suggested Improvements:
  • • Focus on Problem-Solving: Frame the product explanation around the user's likely challenges (e.g., "Confused about career options? Our program provides clarity...").
    • Webinar Benefit-Driven: Emphasize what attendees will gain from the webinar (e.g., "Discover how our integrated internship leads to 10 LPA jobs," "Learn about top tech careers for JEE aspirants"). This leverages the reward bias.

Process automated on WhatsApp for getting our details

• • Working Well: Utilizes a highly familiar and engaging platform (WhatsApp), common in India. Automation ensures efficiency.
  • Not Working: Can feel impersonal if not well-designed. Risks generic messaging not tailored to ICPs. Over-reliance on text can limit information richness.

• • Suggested Improvements:
  • • Personalized WhatsApp Flows: Use responses from the initial call or website behavior to personalize WhatsApp messages (e.g., if a student mentioned AI/ML, send AI/ML-focused content).
    • Rich Media Integration: Include short, engaging videos (e.g., "A Day at NIAT," "Student Success Story," quick explanations of complex features like EMI options) via WhatsApp to enhance clarity and engagement.
    • Clear Next Steps: Each automated message should clearly state the next action (e.g., "Click here to confirm webinar registration," "Reply 'YES' to receive your pre-webinar guide").
• 

86 minutes of webinar:

• • Working Well: Allows for in-depth explanation of complex program details, live Q&A, and potentially strong visual demonstrations of value (placement proofs, faculty).
  • Not Working: 86 minutes is long; attention spans vary. Risks information overload or disengagement if content isn't continuously compelling. The "AHA Moment" might be delayed or diluted.

• • Suggested Improvements:
  • • Front-Load the AHA Moment: Within the first 15-20 minutes, deliver the most impactful "AHA Moment" content (e.g., show compelling placement success stories, a glimpse of the integrated internship experience, or a rapid overview of salary potential).
    • Interactive Elements: Incorporate polls, quizzes, and live Q&A throughout to maintain engagement and address real-time user concerns.
    • Segmented Breakout Rooms (Optional): For very large webinars, consider short breakout sessions led by counselors for specific ICPs (e.g., one for parents, one for JEE-miss aspirants) to personalize the experience.
    • Clear Value Proposition Checkpoints: Periodically reiterate how the content presented directly addresses the JTBD.
• 

Call about taking feedback for the seminar

• • Working Well: Demonstrates care and provides valuable qualitative feedback for improving webinar content. Allows for follow-up questions and addresses lingering doubts.
  • Not Working: Can feel like a formality rather than a genuine engagement if not handled well. Might delay progression if not leading to a clear next step.

• • Suggested Improvements:
  • • Action-Oriented Feedback Call: Beyond feedback, the call should primarily aim to qualify interest and guide the user to the next logical step in their journey, which is the campus visit.
    • Address Specific Webinar Gaps: Leverage common webinar feedback themes to address specific concerns directly during the call.
    • Pre-empt Objections: Based on common webinar feedback, prepare responses to likely objections regarding fees, curriculum, or placements.

Deep Immersion & Trust Building

Nearest campus visit

• • Working Well: Critical for a "physical product." Builds immense trust and credibility. Allows users to experience the environment, facilities, and potentially interact with current students/faculty. This is a powerful form of social proof and authority bias.
  • Not Working: Logistical challenges (travel, time commitment). Might feel like a high-friction step for some.
• • Suggested Improvements:
  • • Virtual Tour Option: Offer a high-quality, interactive virtual campus tour for those unable to visit physically. This reduces friction and expands reach.
    • Personalized Campus Experience: If possible, tailor the campus visit experience based on the ICP (e.g., a "Smart Student" might want to see coding labs, while an "ROI Parent" might want to meet a placement officer).
    • Logistics Support: Offer support with scheduling and directions to minimize friction.

Explained core value proposition, fees structure, and EMI options.

• • Working Well: Direct, transparent communication of the most critical decision-making factors. Addresses concerns about investment and affordability. This is a crucial step towards the "Smart Investment" aspect of the JTBD.
  • Not Working: Can be overwhelming if too much financial detail is presented at once.

• • Suggested Improvements:
  • • Simplified Financial Breakdown: Present fees and EMI options clearly and concisely, focusing on the "Smart Investment" and ROI. Use analogies or visual aids.
    • Tailored Financial Solutions: Discuss EMI options and potential scholarships/financing specifically relevant to the user's financial situation or ICP (e.g., highlighting government schemes for "Small-Town Dreamers").
    • Reiterate ROI: Directly link the fee structure back to the strong placement outcomes and potential salary, reinforcing the value proposition.

Decent Follow-ups to Inquire Interest

• • Working Well: Essential for conversion. Maintains engagement and addresses last-minute queries or concerns.
  • Not Working: Can become annoying or feel high-pressure if not managed carefully. Risks alienating leads if frequency or tone is inappropriate.

• • Suggested Improvements:
  • • Value-Driven Follow-ups: Each follow-up should offer additional value, not just a payment reminder. Share new testimonials, answer FAQs, offer another short, personalized counseling session, or provide insights into industry trends.
    • Multi-Channel Follow-ups: Use a mix of calls, WhatsApp, and email, optimizing for each channel's strengths.
    • Segmented Follow-ups: Tailor the frequency and tone of follow-ups based on the ICP and their level of engagement. More hesitant leads might need different nurturing than highly engaged ones.
    • Acknowledge Barriers: Ask directly about any remaining barriers to payment and offer solutions.

Initiating Token Advance procedure

• • Working Well: A strong conversion signal. Commits the user to the program.
  • Not Working: High friction if the value isn't fully internalized or if the process isn't seamless.

• • Suggested Improvements:
  • • Reinforce Benefits: Immediately after the token advance, send a confirmation message that reiterates the benefits they've secured (e.g., "Congratulations! You're one step closer to your dream tech career with NIAT's integrated internship and guaranteed placements!").
    • Clear Next Steps: Outline the subsequent steps for full enrollment and program commencement clearly, reducing any anxiety.
    • Automated Welcome Kit: Provide a digital welcome kit (e.g., access to a student portal, a pre-program module, a community group invite) to cement their decision and initiate early engagement.

Qualitative Metrics:

• Customer Satisfaction Scores: Gather feedback post-webinar, post-campus visit, and post-token advance on overall experience.
• Feedback from Counselor Calls: Document common questions, objections, and positive sentiments.
• Campus Visit Experience Feedback: Assess the perceived value of the visit, hospitality, and clarity of information.
• WhatsApp Engagement Quality: Analyze tone, depth of questions, and user sentiment in automated and human interactions.
• Brand Perception: How users perceive NIAT's credibility, trustworthiness, and unique selling points throughout the journey.

Quantitative Metrics:

• Website Lead Capture Rate: Percentage of visitors leaving their Phone number.
• Call Connect Rate & Duration: Success rate of initial calls and average call time.
• Webinar Registration Rate: Percentage of leads registering for the webinar after the call.
• Webinar Attendance Rate: Percentage of registrants attending the 86-minute webinar.
• Webinar Completion Rate: Percentage of attendees completing the full webinar.
• Webinar Feedback Call Completion Rate: Percentage of webinar attendees who complete the feedback call.
• Campus Visit Scheduling Rate: Percentage of leads from feedback calls scheduling a campus visit.
• Campus Visit Attendance Rate: Percentage of scheduled visits that occur.
• Token Advance Conversion Rate: Percentage of campus visitors or follow-up leads who pay the token advance.
• Full Payment Conversion Rate: Percentage of token advance payers who complete full payment/enrollment.
• Lead-to-Enrollment Conversion Rate: Overall conversion rate from initial lead to full enrollment.
• Time to Convert: Average duration from initial lead capture to token advance/full enrollment.
• Follow-up Response Rate: User responses to continuous follow-up messages/calls.

AHA Moment

• The "AHA Moment": For NIAT, the "AHA Moment" occurs when prospective students and their parents realize: "NIAT offers a clear, tangible, and achievable path to a high-demand tech career with strong placements, and it's a smart, accessible investment, especially with vernacular support and integrated internships." This moment is reinforced during the webinar and solidified during the campus visit.

• Streamlining for the AHA Moment:
• • Early Visuals (Pre-Webinar): Provide a short, impactful video of student success stories or a "day in the life" of a NIAT student landing a top internship immediately after initial lead capture via WhatsApp.
  • Webinar Front-Loading: Begin the 86-minute webinar with the most compelling placement statistics, testimonials from recent graduates, and a clear overview of the integrated internship, to quickly show the desired outcome.
  • Campus Immersion: During the campus visit, allow prospective students to interact with current students or witness a live coding session to experience the practical learning environment directly.
  • Clear ROI Explanation: During the campus visit's fees discussion, explicitly link the program cost to expected salary outcomes and the long-term career benefits.

Cognitive Biases

• • Social Proof:
  • • Prominent Testimonials: Feature video testimonials from successful alumni (especially those who were "Small-Town Dreamers" or "JEE-Miss Aspirants") throughout the website, WhatsApp communication, webinars, and during campus visits.
    • Placement Statistics: Continuously highlight the "2,000+ Hiring Partners" and concrete placement percentages in all communications.
    • Live Q&A Success Stories: During webinars, have alumni or current students share their experiences.
    • "Bandwagon Effect": During campus visits, mention the number of students who have already enrolled in the current batch.
  • Scarcity:
  • • Limited Batch Enrollment: Create urgency by communicating limited spots in upcoming batches or specific enrollment deadlines for desired specializations (AI/ML, Data Science).
    • Scholarship Deadlines: Highlight fixed deadlines for scholarship applications or early-bird discounts to encourage immediate action.
    • Exclusive Webinar Access: Position the webinar as an exclusive event with limited virtual "seats" to drive registration.
  • Simplified Choices:
  • • Clear Call Paths: On the website, offer one primary CTA (e.g., "Leave Your Number for Career Guidance") to reduce decision paralysis.
    • Focused Product Explanation: During calls and webinars, focus on 2-3 core differentiating features (Integrated Internship, Vernacular Learning, Guaranteed Placements) that directly address the JTBD, rather than overwhelming with all details.
    • Streamlined Fees Discussion: Present fee structures and EMI options clearly and concisely, highlighting the most popular or beneficial options. Avoid complex comparisons.
    • Clear Next Steps: After each interaction (call, webinar, campus visit), provide a single, unambiguous next step the user should take.

Personalizing the Onboarding Experience:

• Dynamic Lead Nurturing:
• • Segment by ICP: Use information gathered from the initial call and WhatsApp interactions to categorize leads into ICPs.
  • Tailored Content: Send ICP-specific success stories (e.g., Smart Student sees a success story from a major tech company; Small-Town Dreamer sees a story about overcoming challenges and securing a job).
  • Customized Counselor Pitches: Train counselors to adapt their approach based on the ICP, focusing on aspects most relevant to their concerns (e.g., ROI for parents, career alternatives for JEE-miss aspirants).
  • Vernacular Communication: Ensure calls, WhatsApp messages, and webinar content leverage the user's preferred language.
• Personalized Campus Visits: Where feasible, tailor the campus tour or counseling session based on the ICP's expressed interests (e.g., showcasing specific labs for an AI/ML enthusiast).

A/B Testing:

• • Website CTAs: Test different messages for "Leave Your Number" and immediate post-submission content.
  • WhatsApp Scripts: A/B test different automated messages and rich media content for open rates, click-through rates, and engagement.
  • Webinar Content: Test different webinar structures or presenters to optimize completion rates and post-webinar engagement.
  • Follow-up Cadence: Experiment with the frequency and content of continuous follow-ups to optimize payment conversion without alienating leads.

User Surveys & Feedback Loops:

• • Post-Webinar Surveys: Short, immediate surveys (via WhatsApp) to gauge comprehension and satisfaction.
  • Post-Campus Visit Surveys: Gather feedback on the clarity of explanations, facilities, and overall experience.
  • "Why Not Now?" Surveys: For leads who drop off at critical stages (e.g., after webinar, after campus visit, during follow-ups), implement short surveys to understand their objections or reasons for not proceeding.
  • Counselor Debriefs: Regularly collect insights from counselors on common pain points, questions, and conversion barriers.

Performance Metrics Analysis:

• • Funnel Conversion Rates: Analyze drop-off rates at each of the above steps. Identify the weakest links in the onboarding chain.
  • Time to Convert: Track the average time spent at each stage and the overall time from lead capture to token advance.
  • ICP-Specific Performance: Analyze conversion rates and engagement metrics for each ICP to identify which segments are performing best and which need more tailored support.
  • Follow-up Effectiveness: Measure the impact of different follow-up strategies on conversion rates.
  • NPS/CSAT Trends: Monitor these scores over time to track overall satisfaction with the onboarding experience.