Event Led Growth project | Utkrushta

Intro to Utkrushta

Utkrushta is a Skills Marketplace which helps customers learn a skill that helps them double their earnings and get onto a growth path.

Utkrushta - find your own growth path

🤝 Connect Demand & Supply: As a marketplace it performs the function of connecting demand (any one who wants to learn a skill) and supply (institutes who can teach that skill via courses)

📝 Skilling: Provides a platform for institutes to validate and repeat skill practice for their students (think Duolingo meets Classplus). Measuring the skill and helping institutes track progress

👩🏼‍💻 Jobs: Eventually the core JTBD is to help customers get on to a growth path in a career of their choice. Notifications for job openings related to their skills for customers. Utkrushta will also act as a database of candidates for employers to choose from.

Where is Utkrushta in its growth journey ?

Utkrushta is presently at an early PMF stage.

It has achieved some success in building a lead generate engine for institutes and earns a 10% commission upon every successful admit via Utkrushta. It also earns a commission from employers to whom it opens up it's roster of students who have a high skill score.

Is Utkrushta ready for ELG ?

Utkrushta intends to power the next chapter in its growth with the help of hybrid events like Skills Fairs.

Why Skills Fairs?

Connect: Skills fairs help connect demand and supply in real time. Institutes and large scale employers are given stalls to interact with attendees. Leads for institutes and Job opportunities for employers
Brand: Utkrushta wants to become a brand for customers to recall when they think of getting a job switch or want to learn a skill

Litmus Tests

Product	Litmus Test	Metric	Value	Notes
Candidate Database	Pricing	Product Volume	High	Contains records of upto 10K candidates per city
		ARPU	High	Sold to employers having 100-10000 employee count
	Billing Process	Sales Cycle	3-4 Weeks	Has been repeated only a few times till now.
	Sales Metrics	Average Order Value	₹50,000

Skill Tests	Pricing	Product Volume	High	Test series are supplementary to courses.
		ARPU	Low
	Billing Process	Sales Cycle	Instant	Bought
	Sales Metrics	Average Order Value	₹ 99	Tests help increase your profile, attract more jobs and demonstrate street cred

Step1: Define Event Objective

Utkrushta is at early PMF stage. We want to solve for new user discovery as well as education.

Discovery

Writing a simple growth equation.

R1 = Number of users x Avg. commission earned per student
R2 = Number of users x Avg. commission earned per test sold
R3 = Number of B2B users x Avg. order value of a candidate database

For R1 and R2 we want to maximize customers who are looking to upskill.

Even for R3, eventually the success of R3 also depends upon the quality and quantity of candidate database we provide. Because of that even for AOV to increase in R3, we need candidates to increase.