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PaGaLGuY is an online community for MBA aspirants in India that has established itself as a leading brand. It leverages the anxiety of exam preparation to connect aspirants and share knowledge. Its key success factor is its large user base. The document recommends ways to increase the user base and revenue, such as workshops, social media promotion, targeting other exams, case competitions, corporate deals, and specialization forums to retain users after admission.
PaGaLGuY is an online community for MBA aspirants in India that has established itself as a leading brand. It leverages the anxiety of exam preparation to connect aspirants and share knowledge. Its key success factor is its large user base. The document recommends ways to increase the user base and revenue, such as workshops, social media promotion, targeting other exams, case competitions, corporate deals, and specialization forums to retain users after admission.
PaGaLGuY is an online community for MBA aspirants in India that has established itself as a leading brand. It leverages the anxiety of exam preparation to connect aspirants and share knowledge. Its key success factor is its large user base. The document recommends ways to increase the user base and revenue, such as workshops, social media promotion, targeting other exams, case competitions, corporate deals, and specialization forums to retain users after admission.
Shrikant Nikade 1311123 Priyanshu Kumar 1311314 Niharika Mittal 1311179 New Product Development Case Assignment 1 PaGaLGuY
Creating the Largest Online Community for MBA Aspirants in India New Product Development Case Assignment 1 Group I
Porter 5 forces Rivalry amongst existing competitors- Moderate Though PaGulyGuy leads the industry with huge margin while other players are still trying make a significant impact. Industry is not saturated
Supplier Power 1. Technology driven: Low Supplier Power 2.Resourses from Students, Colleges, Faculty etc. Buyer Power 1. Students: High as they are free users of the service and can switch easily 2. Advertisers: High as they may switch to other channels for advertising space Threat of New Entrants 1. High as the website is technology driven and any website providing the required content and with enough reach can be a serious challenger
Threat of Substitutes 1. High as facebook community, or any social media community can do the job as currently they are doing. Even coaching centres, periodic journals and books for aspirants forms a substitute PAGALGUY.COM- A Success Story Crazy guy as the hindi meaning of PaGalGuy suggests, was created for all the MBA aspirants who are considered as doing a crazy endeavor of making multiple attempts to secure admission to the limited seats in premier B-school in India. Initially targeting only to the MBA aspirant segment, PaGalGuy has now established itself as a brand in all sorts of online knowledge dissemination space. With platforms similar to its national level MBA exams preparation, PaGalGuy has successfully extended its purview to state level exams, International MBA Programs, Civil Services exams etc. PaGalGuys competitive advantage does not come from online materials or test papers but from the people- Human capital that it has continuously manage to engage. Its unique model of diffusing knowledge from many to many rather than depending on a single book or a lecture defines its implicit pedagogy. The aspirants discuss the grueling problems and the unknown facts amongst themselves which makes the learning experience more practical and enriching, which has helped PaGalGuy to be a leader in the space. Its different and modern marketing strategy to engage its users as volunteers also helped and encouraged more active participation and increased users of the forum, building a virtuous circle. Industry Analysis:
In such a highly unattractive industry, PaGalGuy has been able to retain its leading position by leveraging the anxiety and the knowledge asymmetry that exist amongst the entrance exam aspirants and connect them together to promulgate the correct information. Its key success factor lies in its possession of its unique resource-its users.
New Product Development Case Assignment 1 Group I
Thus the business model of PaGalGuy is modeled around its users and the discussions and knowledge sharing that happens online. Given below are the some of the product/ service recommendation that uses the existing resources and can effectively create more users, better user experience and revenue sources for PaGalGuy.
Recommendations Increase in User Base Success of PaGalGuy largely depends on user base it has, as more the user base, more attractive the website is to advertisers and more the advertising revenues. We suggest following ways to attract new users to the website:- 1. Workshop and Seminars- PaGalGuy has a user base of 500,000+ MBA aspirants. Many of them would be interested in attending workshops that provide them with tools to crack entrance exams. Organizing one day workshops that provide an overview of key concepts to be remembered while writing QA, DI or English exams or PDP sessions for call getters can be useful to aspirants. Workshops and Seminars can be conducted at a central location in the metro-cities for a nominal enrollment fee. Past years toppers, alumni of B-schools or experts on the subject can be called to conduct the workshop. Organizers can get in touch with them through the PaGalGuy forum. The cost of conducting the workshops would be covered by the enrollment fee. This initiative would help the aspirants to meet others and discuss test strategies. It is especially beneficial to the students who have not enrolled for any coaching. This initiative can attract users who are looking out for such facilities. Apart from that it will also help in offline engagement with the target customers thus catering to a much larger base. 2. Social Media Coverage - Today everyone has at least one or more of Facebook, twitter and google+ accounts. Home screen on these social media platforms show posts by friends. While PaGalGuy has a Facebook page, currently it does not provide readers an option to share posts on Facebook or other social media platform. The discussions on forums is limited to participants reading the thread. Sharing popular posts such as tips & tricks, question of the day, past years questions on Facebook, twitter and google+ can pull crowd towards PaGalGuy and help increase user base. For this an up gradation of website to add 3 buttons f, t and g+ which provides the users an option to share the post on their Facebook, twitter or google+ account can be made. Posts will then appear on home page of users friends and if the friend is also an MBA aspirant, he might click on the post and thus become a PaGalGuy user. Human capital-users Accurate target segment Increase in number of internet users Unique online platform for users Brand formation and recognition Unusual and engaging marketing strategies Key Success Factors New Product Development Case Assignment 1 Group I
3. Other Entrance Exams - PaGalGuy has a general forum for discussions on undergrad level entrance exams such as IIT-JEE and AIPMT. They need to focus more on these as there are more than 1300000 JEE applicants and 600000 AIPMT applicants for the year 2014. Thus there is a scope to build user base and engage users early on. On the home page, there can be two headers postgrad and undergrad with sub header for each of the entrance exams JEE, AIEEE, AIPMT, CLAT, etc. Since majority of CAT aspirants are engineers they can act as mentors for JEE aspirants. Long term association with the website can be easily achieved with this targeting. Features like SMS updates and alerts for major entrance exams forms release and other important events can be extended to these entrance exams also. Increase in Revenue 1. Case Competitions and Projects - PaGalGuy can look at developing a common portal which provides MBA students information on upcoming case competitions and their deadlines. Currently, a company that wants to conduct a case competition has to liaise with the student bodies in different B-Schools and hence, spend a huge sum of money marketing the competition. A common portal will provide for hassle free information dissemination. In addition to this, live projects on challenges faced by a firm can be assigned to students registered on the portal by inviting for applications and screening based on resume and personal interviews. Since the portal saves much of the time and effort spent on advertising across different B-schools, companies would be willing to pay a fee for the service and it would help increase revenues. 2. Corporate Deals - The biggest advantage of PaGalGuy is that is provides a user base that lies in a defined segment that is students in the age group 16-24 who are applying for higher studies. They would have similar needs such as they would all need a laptop, they all would need to travel to test and interview locations, they would need to relocate to their respective colleges they get admitted to, etc. Hence, PaGalGuy can reach out to corporates to advertise on their website about relevant corporate deals targeting the students. They can thus increase their revenue from advertisements. Companies like Lenovo might want to roll out a deal for all students who are going for higher studies. Makemytrip can provide travel deals for students. Additionally, companies that provide products for youngsters can also look at advertising on PaGalGuy increasing revenues from advertising.
Retaining users after MBA One of the major issues which PaGalGuy faces is once the user gets selected into a premiere B School, they lose interest and leave the website. We propose the following to retain users after MBA admissions:- Specialization Panels We propose to have discussion threads and groups on MBA specializations Marketing, Finance and HR where MBA students interested in the respective areas of interests come up and discuss their ideas. This thread would be an open group of the students specializing in those areas. They can discuss new innovations, latest happenings in those fields and comment on them as well. E.g.- marketing students might discuss an advertisement they found very interesting and discuss the thought and the research that went behind developing it. All this would have a threefold benefit I. Would encourage students to become interested in a particular field and understand happenings around the world. II. Keep students abreast of the latest happenings which will eventually help them in their placements and preparation for their interviews. New Product Development Case Assignment 1 Group I
III. Many students with similar areas of interests can discuss new ideas and collaboration across students of different B schools can help them start new ventures.
New Features and Services To Be Added 1. Personalized Pages Most users on PaGalGuy have login ids. Users login to check what interests them and be better prepared for their upcoming selection processes. It often so happen that a particular user might find something interesting and wants to come back to it at a later time for revision just before his interview D Day. So we propose developing personalized pages for the users. Whenever a user finds something interesting and of utmost importance to him, he can save that link, that content to his page. (Much like how for online shopping, we save products and add them to our cart). Next time when he logs in and visits his personalized page, he can refer those at a glance saving him time and effort. 2. Chat Options The current functionality of PaGalGuy with the assumption of all posts being made public. Users comment on a thread which is visible to all and garners fresh new comments from all other users. We propose a chat options box on the right hand side bottom of the page (much like the chat options box on Facebook). The users who are online will be shown with a green status symbol. The main idea behind developing a chat box is that there may be some queries by some users which are personal, which they might not wish to post on a public forum since they are apprehensive of the comments. E.g.- a wannabe IIMB student wishes to ask a current IIMB student some specific doubts about the application form filling procedure. On finding the senior online, he can message him and ask him his doubts. This would help stop spamming on the original thread and at the same time provide a platform for shy users to clarify their doubts and receive a much more personalized help and expert opinion. 3. Online Classes Often, due to the high fees charged by the coaching institutes many MBA aspirants do not seek admission into them. But keep following the PaGalGuy threads and discussions as well as the study material and content to get prepared. But along with this, a classroom like teaching where specific topics are covered and different types of problems and exercises are solved would help target this set of audience. Online classes held on an Online Web Portal like WebEx where participants can join in through login id and access though a link can be helpful to the students. Also through the chat option, they can message the doubts to the faculty who can then clarify their doubts during the session. This will enable PaGalGuy to target a much larger audience and spread more through word of mouth if the sessions are really helpful. Also PaGalGuy can generate revenue from advertisements that they can show at the sides of the online classes video screens. 4. Mobile App Since most users are smartphone users as well, we propose Pagalguy to launch a mobile app version of their website wherein users can access the site even on the go. An User Interface of the same can be as shown in Exhibit 1. 5. UI on Website We also propose a change in the design of their current website as shown in exhibit 2.
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