Paramarsh – Case Study Competition
Lamamia is an EdTech startup offering supplementary learning via live classes for students of
classes 9th to 12th. It is a mobile-first platform that helps students learn in their local languages.
It was founded in 2017 by a team of IIM Alumni to bring in quality and accessibility to
vernacular education at par with the English-medium schools. It is incubated at IAMAI and
FIED, IIM Kashipur. It was also selected for the HDFC SmartUp Program for social impact.
The primary target is students studying in local language schools in rural India and lower-tier
towns (tier 4 or below). Earlier it offered on-demand courses in multiple categories (including
government exams), wherein teachers recorded their lectures and shared them on the mobile
platform. Later, it pivoted to focus on K12 space and is currently focusing on a sub-segment
of students from classes 9th to 12th. Recently, live learning (live class) has also been introduced
on the platform. It has two different mobile apps: one for students and another for teachers.
Teachers are vetted and approved by Lamamia for quality checks.
Problem Statement
Lamamia wants to create a virtual school-like experience for the students who aren’t
comfortable learning in an English-medium school and don’t have access to quality education
in their local languages. The target audience belongs to the less privileged socio-economic
strata of the country marred by linguistic, geographical, and digital disparity.
Currently, it is focussing on improving the concepts, academic performance, and confidence
of the students who are preparing for the board exams. And only students of Hindi medium
schools affiliated with nine (9) different state education boards are targeted currently.
It wants to double its reach, engagement, and impact in the next 6-8 months. Create a
solution for the case that would satisfy the business (product & marketing) needs of the
Lamamia.
Key questions/deliverables
i.
How to create a sustainable positioning for Lamamia? What should be its USP? Identify
the latent needs, attitudes, and behavioural elements of the target segment. What should
we do to enhance the brand value and brand recall?
Deliverable: Comprehensive Marketing Communication Strategy
ii.
How do we bring in more customers? What could be the most cost-effective marketing
activity & channel to increase the reach, engagement, retention, and loyalty of its target
audience? What should Lamamia leverage: social media marketing or digital marketing
or affiliate marketing or offline marketing or influencer marketing or a combination of
these or something else? Should it stay in B2C space or explore B2B2C, B2B, or B2G
space as well?
Deliverable: Marketing Plan (and the overall profile of its target audience)
iii.
What should be the pricing strategy? What should be the revenue model? Should it be
pay-per-class, pay-per-topic, pay-per-course, or something different? Why?
Deliverable: Sustainable Pricing Strategy (consider competitive landscape, user
profile, constraints, etc.)
iv.
How to improve learning outcomes for the students? What courses and formats are
more effective? Should we launch new courses or enter into new segments (short
courses, etc.)?
Deliverable: Content & Product Strategy
v.
What features can be added, modified, improvised, enhanced, or scrapped in the
Lamamia app? What should be the north star metric for the Lamamia student app?
Deliverable: mobile product strategy, using Product Tear Down approach, considering
RICE matrix, user personas, user stories, user journey, user research, user onboarding,
user activation, user conversion, user feedback, UX enhancements, etc.
vi.
How to source, engage, train, equip, motivate and pay the Hindi-medium educators?
Deliverable: Engagement strategy
Note: Try speaking to potential Lamamia App users to understand the target group better.