Marketing Strategy for My Own Tutors (on online education services company) Executive Summary My Own Tutors is a startup whose mission is to provide supplemental after-school education services online for school and college students. My Own Tutors aims to give complete control to the student in scheduling and tailoring the tutoring sessions to suit his/her needs. The services provided are aimed at not only helping students with their school/home work but primarily helping them excel at advanced subjects, exotic languages and necessary skills. Thus My Own Tutors provides both remedial and advanced education. The demographic target segments for these services could be ethnic groups such as US based Chinese/South Asian children, middle/high school students and middle to high income families. Behaviorally, the target segment is students who are currently using or have used either in-person or online supplementary education service in the past. In addition dissatisfied users of current supplementary education services are also a very relevant target. The services provided could be positioned as homework help or as special skill development training with a real teacher. These services have the potential of being positioned as an alternative to other online education services or an alternative to any form of supplementary education help. We recommend the services to be targeted at students in grades K4-K12 who need help with Math and/or Science or special languages or with preparation of tests such as Star, SAT, PSAT, etc. We recommend that the services be positioned against existing supplementary education services as - a holistic learning experience in subjects such as Math, Science, special languages and test preparation. With an objective of capturing market share, we recommend the services to be - high quality, priced lower than the competition, rich in content, distinguished in delivery through a social networking platform, and easily tractable by parents. We also recommend creation and distribution of e-learning modules which should be available to the subscribers as well as the non subscribers of the services. We recommend packaging options to provide unlimited access or on-demand hourly access to tutors at a fixed monthly or an hourly price. We recommend that the initial launch be targeted at California bay area students. We suggest a mix of mass marketing and direct marketing avenues and strategies with a higher weight to direct internet marketing and promotions targeted to local markets. In addition, we recommend potential distribution partners such as schools, libraries, education content providers and distance learning services. In the future, the services have a huge potential for expansion in terms of target users, distribution channels and pricing packages that can be built upon the recommended options. Team Ashish Shah Pranav Dharwadkar Renu Motwani Sridhar Devarapalli