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: For a user looking to learn a high paying skill, one stop shop for finding, enrolling, pursuing classes at the best institute teaching that skill.

📝 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 potential candidate pipeline for 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.

Solving for Revenue - Growth Equations for Utkrushta

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 (employers using Candidate Database) x Avg. order value of a candidate database

The event must thus maximize for R1 and R2 - Users looking to learn a high paying skill

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.

Objective 1 - Discovery

New users who are either already learning a skill or looking for a higher paying skillset, need to discover Utkrushta as their go-to shop.

Objective 2 - Education

Educating users of the value of learning a high paying skill as a way to build a successful career will also help position Utkrushta as a thought leader in skilling.

Objective 3 - Lead Generation

Having institute partners generate direct leads from the attendees will directly lead to commission revenue.

Objective 4 - Kick Off Sales Pipeline for Candidate DB

Educate employers about true demonstrable skill being measured via Utkrushta's portal.

Event Goal

Goal for the event is to

Company Stage	Event Type	Goal
PMF	Discover	Position Utkrushta as a thought leader in providing skilling opportunities in high paying sectors. On spot sign-ups for skilling classes Generate future pipeline of employers who notice demonstrable skill

Ideal Attendee Profile

Brand Unaware

	Post Diploma Job Seeker	Domestic Help / Service staff	Job Switch Aspirant
Age	20-25	25-30	25-30
Gender	Male	Any	Any
Education	Diploma in Vocational, Technical training	12th Pass	Diploma, Bachelors
Occupation	Clerical / Admin job at retail	Driver / House help / Admin / Back office	Early career in un-interesting industry
Motivation	Peer pressure to earn more to start a family	Support family better, earn a better lifestyle	Earn more money, live a better life
	Has heard about jobs in EV sector are booming	Has heard about Telesales and a career in Tech Sales is highly rewarding	Has heard jobs in Trading and Investments give high returns

Problem Unaware

	New Mother looking to get back to Work
Age	30-35
Gender	Female
Education	12th Pass, Bachelors
Occupation	NA
Motivation	Financial security for their baby
	Has heard about remote / hybrid work in Project Management for MNCs

Event Topic <> Conversations

If we pick Critical Skills for India's Next Decade as our topic then attendee will realise the importance of learning a critical high paying skill as a career growth step and that will lead to them signing up for courses on Utkrushta's platform

Protagonists

Metric	Ved Mani Tiwari (CEO, NSDC)	Kunal Dudeja (CEO, Virohan)
Topic Expertise
Job Title Hierarchy
Employer
Personal Brand

Reach Out Template

Dear _______,

I am Naman, Founder at Utkrushta, a skills marketplace for Bharat's T$ economy. We are curating speakers for our Skills Fair, the biggest consortium of skilling institutes in Western India. The stage will be shared by CEOs and Directors of Companies and Institutes that are leaders in skilling in critical sectors. Idea is to position you as a thought leader in the Skills scenario in India. The conversation theme is Critical Skills for India's Next Decade. The event will last for 4 hours on on July 28th.