1.
Budget Share (%)
Campus Ambassador & Influencer Marketing (40%)
Why: The primary app engagement problem is low case-study
participation, best solved by peer-led interventions. Indian
edtechs (PhysicsWallah, upGrad) have shifted focus to campus
networks for growth, with up to 40% of high-ROI spend going to
on-ground programs in top colleges.
Performance Marketing (30%)
Why: Paid digital ads dominate spend for newer education
brands. Benchmarked from actual ad budgets of Vedantu
(approx. 25-30% of total marketing outlay).
Content Marketing & SEO (20%)
Why: Organic growth via blogs, YouTube, and SEO is a cost-
effective way for Indian startups to lower CAC and improve brand
trust. Typical allocation: 15-25% based on recent successful
funnel campaigns (e.g., LeadSquared’s funnel marketing case
study).
Industry Partnerships & PR (10%)
Why: Building credibility through corporate and academic
partnerships is standard in professional education. 10% is the
common split for webinar hosting, PR, and co-branded events
among comparable platforms.
2. Budget Lakhs
The total marketing budget was fixed at ₹2 crore (₹200 lakhs) to reflect
realis edtech spending in India:
PhysicsWallah spent ₹19 crore for pan-India scale; for a niche,
management/CA app, ₹2 crore is robust without being
exaggerated.
Each channel’s % from above was directly multiplied by the total:
40% × ₹200L = ₹80L for campus ambassadors
30% × ₹200L = ₹60L for performance marketing, etc.
3. Customer Acquisition Cost (CAC)
Campus Ambassador & Influencer Marketing: ₹8,000 per user
Based on Indian campus programs, where peer referrals and
direct engagement lower CAC by 30-60% compared to paid ads.
Performance Marketing: ₹15,000 per user
Benchmarked from published digital campaign costs in Indian
edtechs (range ₹11,000-₹68,000, median ₹15,000 for
professional segments).
Content Marketing & SEO: ₹6,000 per user
Derived from recent inbound marketing/funnel data from Indian
SaaS and edtechs reporting content CAC below ₹10,000 per paid
user.
Industry Partnerships & PR: ₹12,000 per user
Corporate/academic partnerships have a middle-to-high CAC, but
bring higher engagement/credibility.
These are all intentionally conservative—not exaggerated—to mirror actual
acquisition costs for management/CA verticals, not high-churn K-12 learners.
4. Estimated New Users
For each channel:
Estimated New Users=Budget (in Rs)CACEstimated New Users=CACBudget (i
n Rs)
Example for Campus Ambassadors:
₹80,00,000÷₹8,000=10,000 new users₹80,00,000÷₹8,000=10,000 new use
rs
For Performance Marketing:
₹60,00,000÷₹15,000=4,000 new users₹60,00,000÷₹15,000=4,000 new use
rs
Similar calculations were applied to each channel.
Strategic Rationale
Why This Budget Works:
1. ₹2 Crore Total: Realistic for tier-2 edtech startup, avoiding BYJU's over-
spending trap (₹8,000+ crores led to crisis)
2. Campus-First (40%): Addresses core problem of low college
participation through peer influence
3. Performance Marketing (30%): Targeted LinkedIn/Instagram ads for
management/CA specializations
4. Content Funnel (20%): Builds organic growth through valuable free
content
5. Industry Partnerships (10%): Creates credibility and direct placement
opportunities
Competitive Positioning
Your ₹2 crore budget represents smart capital allocation compared to
competitors:
PhysicsWallah: ₹19 crore (but serves mass market)
Unacademy: ₹201 crore (but facing losses)
Vedantu: ₹23 crore (17% of revenue on marketing)
GyanKaushal's focused approach targets the underserved management/CA
segment with 41.7% of revenue invested in growth - aggressive but
sustainable given the specialized market.
Content Marketing & SEO invest in regular blogs, YouTube videos, and exam
tips by top educators to attract management and CA students searching
online. Free, high-quality content builds trust, while SEO ensures
GyanKaushal always ranks for relevant queries.
This organic approach brings in engaged users cost-effectively and funnels
them towards the app’s paid features for deeper learning and career support.
Industry Partnerships & PR focus on tying up with top recruiters like EY,
Deloitte, and ICICI Bank to host webinars and live sessions for GyanKaushal
students. These direct interactions help students understand real job
requirements and build motivation through internship and placement
opportunities.
PR efforts target business media, college newsletters, and platforms like
[Link] to spread success stories and partnership news. This boosts
credibility and pushes colleges and students to take the app seriously,
driving consistent engagement without heavy ad spending.
CONTENT FUNNEL
[Link] of Funnel (Awareness):
Publish free business case studies, quizzes, interviews, career
tips on platforms like YouTube, LinkedIn, and a public-facing blog.
Optimize content for SEO so students searching for career, exam,
or corporate advice discover GyanKaushal organically.
2. Middle of Funnel (Engagement):
Offer interactive webinars, free downloadable guides, and
sample quizzes.
Collect leads via newsletter sign-ups, WhatsApp groups, and free
trial access.
Nurture these leads with regular expert insights, alumni stories,
and job alerts.
3. Bottom of Funnel (Conversion):
After gaining trust and engagement, promote the paid
subscription (“Unlock all case studies, verified internships, expert
sessions”).
Use retargeted content and emails to convert high-engagement
users into subscribers.
Outcome:
Organic Growth: Users acquired through the content funnel are more
likely to be highly engaged, have a lower churn rate, and contribute to
increasing WAU.
Brand Authority: Valuable content establishes GyanKaushal as a go-to
resource for management and CA students.
Sustainable ROI: This strategy delivers sustained user growth without
overspending on ads.
Campus Ambassador & Influencer Marketing is the cornerstone of
GyanKaushal's engagement strategy, reflecting the proven success of peer-
led initiatives in Indian colleges. By recruiting and training influential
students within target management and CA campuses, the program
empowers ambassadors to organize interactive workshops, lead case study
competitions, and share real success stories. This ground-level presence not
only increases app visibility among student cohorts but also drives authentic
interest and participation, directly addressing the common challenge of low
engagement observed even among subscriber colleges. Ambassadors act as
relatable mentors, bridging the gap between curriculum and career, inspiring
peers to make active, sustained use of the app’s resources.
Complementing campus ambassadors, influencer marketing partners with
academic bloggers, industry experts, and notable alumni on platforms like
YouTube, Instagram, and LinkedIn. Leveraging their credibility and reach,
these influencers showcase the learning value, career benefits, and real
outcomes of the GyanKaushal app to broader audiences. This dual approach
—grassroots campus activation and influential online advocacy—creates a
network effect: students see direct peer success and expert endorsement,
accelerating trust, trial, and regular app usage. In the competitive edtech
landscape, such personalized, community-driven marketing maximizes
engagement ROI and rapidly grows weekly active users without excessive
ad spend.
