Market research for 1Learn – NSRCEL incubated startup

Abstract

1Learn is an NSRCEL incubated online education start-up based in Bangalore. The name 1Learn is shorter for 1 Minute Learn App, and synonymous with the name, the App shows 1-minute videos of concepts based on NCERT Textbook for 10th Class CBSE students. The interesting fact about the App is that the students can scan any concept header in Science and Maths from NCERT Textbook, and the App would summarize it in a 1-minute video along with Flash cards and questions for quick revision. The application is very much in sync with the NCERT Textbook and also has solved the textbook problems and exercises. Within a year of launch, the App gained more than 5000 downloads and has a 4.7 rating in Google Play Store reviews. However, setting a consistent base of active users was a challenge for 1Learn, as with any other App that belongs to this industry. 1Learn came to understand that, although it stood for the concept of a Revision App, students who initially installed the App for its exciting scan & learn feature, gradually started using the App solely for referring textbook exercise solutions. This was only one of the many unknown reasons for the App not having garnered an active customer base. Apart from that, 1Learn was one of the innumerous Apps existing in the market, and in such a commoditized environment, it was hard to find a convincing reason for the customer to adopt its App. This was coupled with the multiple decision making involved with buying the App- the parents were the deciders whereas the users were school going children. Establishing trust and reliability for the App among the parents was necessary for increasing the buying potential of the App. Faced with so many challenges, 1Learn wanted to find the right positioning by understanding the realistic needs and preferences of the decision makers involved.