Inzpira Case Study

Inzpira case study
Topic – English and communication skill

Purpose – how to simplify on ways of learning English and less stressful
Who – Sruthy Ramesh and Rohith Namboothiri
Quest – establish inzpira to solve a very simply yet pressing issue face by million of
people which is learning English language
Inzpira – enable of confidence for its students and consider language to be an important
element
- Focus of operational excellence
- Due to the big amount of people that wants to learn inzpira signed an exclusive
contract with trainers under which they had to commit a specific number of
hours per week to inzpira
- Inzpira took the route of hyper-targeting in a crowded market to do a focused
need analysis of theor potential consumers and find the sweet spot
- Target market: early and mid-career professionals between the age of 24 to 35
from the a2 category of socio-economic classification (shop owners, junior
officers and executives)
- There are still other students that comes from other localities and rent hotels to
learn. And S&R capitalize this by evolving into a digital platform from a physical
one
- 2019 = transition to digital keeping the physical space intact
- Covid-19 = accelerated their plans and enabled them to go 100% digital mode in
the early 2020
- Building a competitive advantage to stay different from the market is hard

o Theorizing strategies on paper
o Going out and executing them
- 2 primary competitor segments inzpira had to navigate through
o Direct competitors = mainstream language training players
 Speakwell
 Beta
 Superprof
 Cambly
 speechify
o Indirect competitors = self-learning language application
 Duolingo
 Preply
- Plotted themselves against the competition on 2x2 matrix with accessibility as
one axis and disruption as the other
- Speakwell and beta = high accessibility but low disruptopn quadrant
- Inzpira = goal: high disruption and high accessibility quadrant
Challenge
1. Showing value and protecting the perception
o Direct competitors – similar price and structure of leaning
 The digital economy gave rise to many small online players
undercutting costs
o Suddent boom of low-qualitiy language courses circulating on social media
platforms for INR 99
 Cause confusion among the audience regarding the cost vs. calue of
inzpira
o Inzpira needs to justify their course cost
 1 on 1 session
 Hyper-targeting approach helped them navigate thru this problem
to some extent
 Only targeted audience that had financial appetite for such course
and those who were aligned with the final outcome
 1 on 1 sesh = satisfied outcome
 This ensure high conversion rate and low churn
2. Referral Inhibitions
- Leaning English – looked down
- Uncool to learn English after one’s school year
- Has big impact
- People refrain from publicly sharing positive learning experience
3. Predicting demand and managing supply
- Going digital = surge in the number of customers that were accessing the
platform
- Ensure they had the capacity to manage the supply of trainers to cater to this
demand
- Improving their forecasting muscle so that they could predict demand and be
prepared with the right supply of trainers
Value Proposition as a Key Differentiator
Product Differentiator
- Related to swiggy and uber as they harness ai to connect a learner with a trainer
instantly
- Power of ai is used to match the trainer with a learner instantly keeping the
criteria of commonalities in mind
- Inzpira connects both the parties on the bases of some shared elements like
religion, loc, profession, language they speak
- 1 on 1 by inzpira quips a lot of data which they use to build better products and
service for the future
o Major competitive advantage from the angle of value proposition
- Stay ahead of curve
- Inzpira follows a standardized curriculum exclusively developed by high
proficient language experts and doctorate professors in language and literature
and continuously develop
- Feedback = develop new curriculum and continuously updating the existing one
- The standardized curriculum and intricately mapping student progress enable
trainers to pick up teaching from any teaching session w/o the problem of
continuity.
o Ex. Today trainer 1 will teach, tomo trainer 2 will be assigned to you, but
inzpira make sures that trainer 2 will be aware of your course and progress
- Different trainer = environment of immersive learning // understand diff
perspective and practice communicative English in each trainers style
Barriers to entry and defensibility
- Built a strong competitive advantage = active strategize defending their
differentiator and their edge
- Raising entry barriers could be the key to defending their position in the market
- Technology if used properly = high entry barrier for companies
o Their ai model was proprietary
- AI and tech model = take huge data collected over long period of time for the
model to work accurately
- Inzpira advantage
o Start over 6yrs
- Inzpira very well knowd in south india
o People trust their product
- Developed and fine turned their service and product to build the most effective
model for their learners
o They did not teach grammar thru grammatical rules
o Had unique gamified practical approach to English grammar
- Simplied the learning experience helping the customer achieve their objective
with ease
Competitive Edge
- Every business thrives on future-proofing their business model, their product
offering and catering to ever-evolving customer objectives.
- Inzpira segmented it's growth trajectory into three major stages
1. Learning platform
- Bread butter segment of business
- Improved the product, ai model, customer journey nd acquisition strategy
- Start building initiatives to cater to other customer segment // start expanding as
well
- noticed a similar audience segment in the middle east and this was a far less
price-sensitive market than India. It was the right audience to expand their
business into
2. Technology Simulator Platform
- Inz. Created a division entirely focused on the tech of tomo
- Aim = builf a simulator platform that makes language learning even easier and
much accessible
- In Rohith's words, "So just imagine you're driving a car and you're stuck in a
- traffic jam. You've got connectivity features in your car. What if this feature is
able to teach you Inspira English through conversation. In the next couple of
years, IoT device adoption will increase exponentially. We want to build a future
where Alexa teaching you English or even Siri teaching you English through
Inzpira enabled technology is possible."
o Will require a massive amount of data collection, processing and insight
generation
o Inz. Data collection model has already prep them for this
3. Learner Outcomes and Strategic Partnership
- Inz focuses on tangible outcomes of learners to help them achieve their end goal
- Learn English
o For work = get promotion or apply in a new role
o Pursue higher educ in us or Canada
o Migrate to foreign countries
- Not only tech English but help learners achieve their final goal
- Inz. Engaged in strategic partnership with key complementary institutes
- Ties up with immigration consultants and recruitments platforms
- Provide more holistic service which was learner outcome based and help
differentiate their service from other competitors who focused on language
training only
- Building a competitive advantage in a crowded market is a complex web of
strategic and tactical decisions. It involved learning from the past, with one eye
on the present and another on the future
Inzpita today
- The company has raised two rounds of investment, the first one being a preseed
round from 100X and recently they received their seed investment from a group
of angels. Inzpira has enabled over 15000 students with the power of efficient
communicative English by leveraging the skills of 360 trainers working across
boundaries to create maximum impact. With continuous efforts and
determination, they have expanded their wings over 12 countries and have
accomplished the milestone of 500000 sessions.

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Inzpira case study

Topic – English and communication skill

- Building a competitive advantage to stay different from the market is hard

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