Marketing Page Mestreduca

MestreducaLearning Collaborative Platform

Stanford UniversityTechnology Entrepreneurship Part IIMarketing Page

André Eduardo BaldiniEduardo Bonifácio MoleroJoão Carlos Tuon Teller

Market Size

TAM+2 BI People

SAM (Brazil)+50 MM People

Target Market+2.2 MM Teachers

(Brazil)

TAM+2 Billion people in the World between 6 and 17 years old.

SAMThis market in Brazil has +50 MM People, divided between private (25%) and public school (75%).

Target MarketOur target market at the begining are the Teachers, because we believe that improving the Teacher's routine and giving him tools to do a better work and improve yourself, we will contribute with the education and reach the students and the schools.

This market correspond to +2.2 MM Teachers in Brazil.

Segment: Education K12

Our Customer

The brazilian Teachers are +70% Women* between 25 and 49 years.

Aproximately 94%** of the Teachers have a computer with internet access in your house or at work.

Although they have a content book, 91%* use the internet to search additional contents and examples to apply to their students.

To do this searches, they normally uses Google or Blogs that concentrate interesting contents to their subject.

The Brazilian Teacher

Fontes.: * Tracking Ibope 2010 (iniciativas FVC)** Portal CGI.BR

Marketing Strategies

Direct MarketingTo expand the customer base and to be present where Teachers usually attend.

Social and Relational MarketingTo use the power of social network to grow in relevance and to establish a relationship with the Teachers, giving advices and helping them to improve themselves.

Product MarketingProvide a Landing Page and promote a SEO (Search Engine Optimization) strategy to attract and retain people to our product.

Our goal is to make Teacher register on our site and start to use the free product.

For this, we divided the Marketing Strategies in 3 types:

Marketing Strategies

Google AdwordsBuy google adwords to be present on the major tools of search for Teachers. At the beggining, we intend to focus on a small zone to collect data and them, expand GRADUALLY to all Brazil. ~ 60% of investment.

Direct Marketing

Period: 6 MonthsInvestiment: 1k / Month (~ 60% of investment)Type: CPC (Cost per Click)Focus: Demografic, personal characteristics, filtered by key words.Our Goal: 2000 Teachers (334 teacher / month)

We plan to invest in 3 different ways of direct marketing to expand our customer base:

Marketing Strategies

Especialized BlogsSome Blogs concentrate a large number of Teachers because they have especialized content to help Teachers to plan their classes. ~ 25% of investment

Direct Marketing

Period: 6 MonthsInvestiment: US$ 500 / Month (~ 25% of investment)Type: Education blogs and teachers groups blogs.Focus: Bring the user to our landing page.Goal: 1000 Teachers (166 teacher / month)

E-mail marketingThis strategy is recognized to be the most efficient and cheaper way to connect to the people you want to be known. We plan to send e-mail marketing for teachers and schools. ~15% of investment

Period: 6 MonthsInvestiment: US$ 275 / Month (~ 15% of investment)Type: Mail marketing and informationFocus: Bring the user to our landing page.Goal: 2000 Teachers (334 teacher / month)

Marketing Strategies

We will measure our exposition on each Social Network for 3 months before start a campaign in this channel.

The Social Networks that we will be present are:

- Facebook- Twitter- Google +- Youtube

To increase this growth, we intend to be involved to communities of Brazilian Teachers.

Social and Relational Marketing Our Goals

Period: 6 monthsInvestment: -Customer acquisition: 1000 Teachers# Likes: 10.000

We plan to be present on the major Social Networks to establish a relationship with our customer.

Marketing StrategiesProduct Marketing Our Goals

Investment: US$ 3.000Visit registration rate: 75%This strategy will support the strategies of

attraction, to do the customers to register on our site.

Web SiteProvides an outstanding landing page, that passes a clear message and is easy to people register in the system is essential. We will use a Web Designer, but more than that, we will monitor the percentage of how many customers visit our site and register. We will work o maintain this high rate. 50% of investment.

SEO (Search Engine Optimization)Promote a SEO strategy may complement the investment on search sites and increases the possibilities to bring the customers to our site. 50% of investment.

Marketing StrategiesCost Acquisition

We expect that each Teacher bring us 25 Students on average. With this, we intend to have 130.000 users in 6 months. Considering this results, the cost acquisition by 1 Student is US$ 0,112.

After each month we will analyze the return of each marketing channel, to decide if we need to change any strategy changing the % between the channels or refining the target on each one.

We considered to make announcements on education magazines, but this investment is very high. It turns around US$ 40.000 for a single publication. We consider not to invest on this channel right now, because the return of this investment will be higher after we have already some teachers and schools using the system.

Based on this strategies, the cost acquisition by Teacher is US$ 2,33.

Cost Acquisition

Investment: US$ 14.000Customer acquisition: 6000 TeachersCost acquisition 1 Teacher: US$ 2,33Cost acquisition 1 Student: US$ 0,112

The End