Event Led Growth project | Utkrushta

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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

Step 2: Ideal Attendee Profile

Brand Unaware

	Post Diploma Job Seeker	Job Switch Aspirant
Age	20-25	25-30
Gender	Male	Any
Education	Diploma in Vocational, Technical training	Bachelors
Occupation	Clerical / Admin job at retail	Early career in un-interesting industry
Motivation	Peer pressure to earn more to start a family	Earn more money, live a better life
	Has heard about jobs in EV sector are booming	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

Step 3: Event Topic <> Conversations

IAP	Trends in IAP's life	Problems of IAP	Career Goals of IAP
Job Switch Aspirant	Friends succeeding with higher pedigree or skill, missed promotions at work	Unsatisfactory job, Pathway to learn new skill and earn money is unclear	Earn more money, Validation from job satisfaction
Post Diploma Job Seeker	Friends are finding successful jobs, Family pressure to get a job	No job, does not want job that comes with present education. Does not know which skill set is better to learn	A freshers job in a field with abundant growth opportunities and good salary
New Mother looking to get back to work	Health (physical and mental) is weak. Financial burden is increasing.

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 platfor

Protagonists

Protagonists need to be local and or authoritative figures in the city's economic landscape. They can't be international or even national because of the IAP is not necessarily a highly educated individual.

Metric	Ved Mani Tiwari (CEO, NSDC)	Nalin Saluja (CoFounder and CTO, Virohan)	VIshal Ahuja (Founder, Techlanz)
Topic Expertise	Yes	Yes	Yes
Job Title Hierarchy	Yes	Yes	Yes
Employer	No	Yes	Yes
Personal Brand	No	Yes	Yes

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.

Solving for Attendee Outreach

Incentive Circle	Outreach Strategy
Outer Circle	Speaker Discounts on Sign-ups 1:1 Resume screening and advice Professional LinkedIn photographs taken on the day
Inner Circle	A round table discussion with speaker on

Step 4: Event Design

Event is designed to bring people to understand the importance of skilling

Opening Act

Introducing the Speaker.

Highlight a successful career spent in industry (> 15 years)
Successful fundraising in building a company that imparts quality skills

Middle Act

Demonstrate 3 success stories of IAP folks who did take up skilling and changes that resulted into their lives
Speaker panel on larger career trajectory change for IAP, trajectory of the country's economy and why skilling will lead to better jobs

Closing Act

Rapid Fire Quiz: Have the speakers pick three skills that they think are critical in the next 10 years in India
QnA: Have attendees ask questions to the panel

Step 5: Leading / Lagging Indicators

Whatsapp Promotions deliveried
Whatsapp Promotions opened
No of classes enrolled for before/after the event
No of tests bought before/after the event

Step 6: Post Event Sustenance

Whatsapp Followup

Send pictures and professional LinkedIn pictures taken to them via Whatsapp
Give a special 10% limited time discount
Allow them the opportunity to refer to a friend

Content Loop

Content Loops for having attended the event and learnt more by putting on whatsapp status or tagging on Instagram
Update LinkedIn picture with special badge of having learnt from Utkrushta