Author Article by Tamanna Gupta, Founder & CEO of Umanshi Marketing
The Indian edtech landscape is undergoing challenging times with high losses, a lack of profitability, and a funding winter, raising concerns about the future of many startups. However, despite the current slowdown, the sector has a huge growth potential. With over 4,500 edtech companies in India and a youth population of over 300 million aged between 14 and 34, the edtech market is estimated to value close to USD 3.5 billion by 2025, signifying its immense potential.
In spite of the above growth potential, edtech players will need to tide over the current challenges as beyond it lies the opportunity for growth and for edtech entrepreneurs to emerge as shining knights in the industry. This article delves into strategic steps that edtech startups can take to not only weather the storm but also thrive in the face of adversity.
- Finding Your Niche: Embrace Uniqueness
In already stressed markets, it is important to prioritise marketing spending to optimise efforts and yield good results. This is especially true for new start-ups that are still seed funded or currently lack strong funding. In order to be visible and noticed, these edtech startups should focus on building a unique identity by focusing on a niche area of expertise. This can be through customised offerings around specific subjects, or specialised learning approaches catering to a specific target audience.
2. Segmenting Target Audiences: Catering to Varied Needs
Understanding the distinct needs of different age groups within the edtech market is crucial. Some learners may seek to acquire new skills, while others aim to enhance existing ones. By segmenting the target audience based on age groups and their learning goals, edtech startups can tailor their offerings and marketing strategies more effectively.
3. Capitalising on Ambitious Non-Metro Regions: Targeting Untapped Markets
While metros boast a pool of potential customers, they also present fierce competition. On the other hand, non-metro regions offer less clutter and ambitious learners hungry for quality education. By strategically targeting non-metro regions, startups can build a strong presence in less-saturated markets, saving marketing costs and gaining a competitive edge.
4. Building a Compelling Narrative: Differentiate and Conquer
In a crowded market, establishing a unique narrative that aligns with the core product promise is crucial. Edtech startups must assess whether their product experience is immersive or experiential in nature, offering distinct advantages over competitors. Effective differentiation is the key to breaking through the clutter and avoiding commoditisation.
5. Think Beyond Performance Marketing: Holistic Approach is the Key
While performance marketing is essential, a holistic marketing approach is equally critical. Startups must explore various marketing avenues, including below-the-line (BTL) promotions, public relations, and brand building. Building distribution channels, such as partnering with existing networks like government agencies, can also open new opportunities and solve challenges beyond traditional advertising.
Challenging times in the Indian edtech industry offer both obstacles and opportunities. Embracing a niche approach, understanding target audiences, and building a unique narrative can position startups as experts in their domain. With a nimble and innovative and innovative approach capitalising on their uniqueness, and a focus on holistic marketing strategies, startups can not only survive but thrive, becoming guiding beacons in this dynamic industry.
