evolution of a full stack education startup in india

Evolution of a Full-Stack Education Startup

Yogi Kulkarni

“Full Stack”

“Full Stack”

“Full Stack”

“Whole Product Solution”

Why Full Stack?

Why Full Stack?

• Essential to find product-market fit

• Essential to scale

• Full Stack => Platform

Kindergarten - Class 10 (K10) Education in India

Current scenario

What’s broken?

What IMAX is doing

Current scenario

Largest School Ecosystem in the World

Largest School Ecosystem in the World

~250 million Students

Largest School Ecosystem in the World

Govt SchoolStudents

150M

Private SchoolStudents

100M

~250 million Students

~1.3 million Schools

Largest School Ecosystem in the World

Govt SchoolStudents

150M

Private SchoolStudents

100M

~250 million Students

Govt Schools1M

Private Schools300K

~1.3 million Schools

Largest School Ecosystem in the World

Govt SchoolStudents

150M

Private SchoolStudents

100M

~250 million Students

300K Private Schools

300K Private SchoolsHigher End Private Schools

20,000

Govt Schools1M

Private Schools300K

300K Private Schools

Market Size: ~ 120,000 Crores

Higher End Private Schools20,000

Govt Schools1M

Private Schools300K

Affordable Private Schools

Affordable Private Schools

• State Board Curriculum

Affordable Private Schools

• State Board Curriculum

• Fees: 10,000 - 15,000 per year

Affordable Private Schools

• State Board Curriculum

• Fees: 10,000 - 15,000 per year

• Parent demographics (income, education)

Affordable Private Schools

• State Board Curriculum

• Fees: 10,000 - 15,000 per year

• Parent demographics (income, education)

• Poor infrastructure

Affordable Private Schools

• State Board Curriculum

• Fees: 10,000 - 15,000 per year

• Parent demographics (income, education)

• Poor infrastructure

• Teacher quality

What’s broken?

Excessive focus on exam marks vs

Learning

Teachers “gaming” examinations and marks

Stakeholder incentives not aligned Promoter Teachers Parents Students

Publishers

What’s Really Broken?

What’s Really Broken?Teach

Assess

Evaluate

Feedback

What’s Really Broken?

“Blackbox” of exam marks

Teach

Assess

Evaluate

Feedback

What’s Really Broken?

XBroken feedback loop

“Blackbox” of exam marks

Teach

Assess

Evaluate

Feedback

What’s Needed?Teach Assess

EvaluateRemedyLearning Cycle

GranularFeedback

What’s Possible?

What’s Possible?

• Frequent closed loop learning cycles

What’s Possible?

• Frequent closed loop learning cycles

• Focus on mastery of concepts

What’s Possible?

• Frequent closed loop learning cycles

• Focus on mastery of concepts

• Self-paced

What’s Possible?

• Frequent closed loop learning cycles

• Focus on mastery of concepts

• Self-paced

• Content-delivery matching student’s learning style

“One Classroom Per Child”Pen & paper based personalised education

What IMAX is doing

Current IMAX Product

Learning Cycle

Teach Assess

EvaluateRemedy

Feedback

Current IMAX Product

Learning Cycle

Teach Assess

EvaluateRemedy

Feedback

Textbooks,Workbooks,

Teacher Training

Current IMAX Product

Learning Cycle

Teach Assess

EvaluateRemedy

Feedback

Textbooks,Workbooks,

Teacher TrainingQuestionPapers

Current IMAX Product

Learning Cycle

Teach Assess

EvaluateRemedy

Feedback

Textbooks,Workbooks,

Teacher TrainingQuestionPapers

Answer Keys

Current IMAX Product

Learning Cycle

Teach Assess

EvaluateRemedy

Feedback

Textbooks,Workbooks,

Teacher TrainingQuestionPapers

Personalised Feedback Sheets

Answer Keys

Current IMAX Product

Learning Cycle

Teach Assess

EvaluateRemedy

Feedback

Textbooks,Workbooks,

Teacher TrainingQuestionPapers

Personalised Feedback Sheets

Personalised Worksheets

Answer Keys

Current IMAX Product

Learning Cycle

Teach Assess

EvaluateRemedy

Feedback

Textbooks,Workbooks,

Teacher TrainingQuestionPapers

Personalised Feedback Sheets

Personalised Worksheets

Answer Keys

~Rs.1,500 per student

per year

Story so far

Story so farV0: Impact evaluation

V3: AccelerateV4: ?

2009

20132014

20172018

20162015

20122010

V1: XamcheckV2: IMAX

V2.2V2.3

Story so farV0: Impact evaluation

V3: AccelerateV4: ?

2009

20132014

20172018

20162015

20122010

V1: XamcheckV2: IMAX

V2.2V2.3 800

15 Schools

20060

300,000 studentsRs.30 crore revenue

2009

20132014

2017

V0: Impact evaluation

V1: Xamcheck

V2: IMAX

V3: Accelerate

2018 V4: ?

20162015

20122010

2009

20132014

2017

V0: Impact evaluation

V1: XamcheckV2: IMAX

V3: Accelerate

2018 V4: ?

20162015

20122010

• Reach:• 15 schools • Andhra Pradesh

• Product:• Exams + Feedback

• Challenges:• Sales growth

• Technology • Excel macros :-)

2009

20132014

2017

V0: Impact evaluation

V1: Xamcheck

V2: IMAX

V3: Accelerate

2018 V4: ?

20162015

20122010

• Reach:• 60 schools • Andhra Pradesh

• Product:• Exams + Feedback

+ Workbooks

• Funding• $1.8 million (Aspada)

• Technology • Python-based microservices

2009

20132014

2017

V0: Impact evaluation

V1: Xamcheck

V2.1: IMAX

V3: Accelerate

2018 V4: ?

20162015

20122010

• Reach:• 200 schools • Andhra Pradesh, Telangana

• Product:• Exams + Feedback + Workbooks

+ Textbooks + Teacher Manuals + Personalised Worksheets

• Supply Chain• 8 Fulfillment Centers• Operations team

V2: IMAX

2009

20132014

2017

V0: Impact evaluation

V1: Xamcheck

V2.2: IMAXV3: Accelerate

2018 V4: ?

20162015

20122010

• Reach:• 800 schools • Andhra Pradesh, Telangana,

Maharashtra, Karnataka, Tamil Nadu

• Sales & Service integration

• Technology scale-up

• 20 Fulfillment Centers

V2: IMAX

V2.1: IMAX

2009

20132014

2017

V0: Impact evaluation

V1: Xamcheck

V2.2: IMAX

V3: Accelerate2018 V4: ?

20162015

20122010

• Reach:• 1300 schools

• New Product Development:• Continuous learning cycle• Teacher tablet• Parent app

V2: IMAXV2.1: IMAX

Continuous Learning Cycle Teach Assess

EvaluateRemedy

From: 2 to 6 times a year=>

To: Every day

Feedback

Teacher App

Teacher App

Teacher App

Teacher App

Parent App

Parent App

Parent App

Parent App

2009

20132014

2017

V0: Impact evaluation

V1: Xamcheck

V2.2: IMAX

V3: Accelerate

2018 V4: ?

20162015

20122010

• Reach:• (5 year goal):

• 30,000 schools • 10 million students

• New Product Development:• Adopt-a-school?• Deeper ecosystem partnerships?

V2: IMAXV2.1: IMAX

Learnings

Full Stack Solutions

• Essential to find product-market fit

• Essential to scale

• Full Stack => Platform

Learnings

Learnings• Data is the building block for products

Learnings• Data is the building block for products

• Iterate product before scaling sales

Learnings• Data is the building block for products

• Iterate product before scaling sales

• Build cross-functional team early• Domain-expertise• Product, Design, Technology (Software, Hardware)• Sales• Operations• Data Science

Thank you! yogi@xamcheck.com