Teachmint: Competitive Positioning in India's EdTech Industry

In 2020, the tuition and coaching industry in India was severely hit due the COVID-19 pandemic and subsequent nationwide lockdowns. With physical classes suspended, many private tutors and coaching institutes closed their businesses. Teachers and educators found limited options for conducting classes online, and it was challenging to manage and monitor teaching-related activities. Founded in May 2020, Teachmint, the Bengaluru-based education technology (edtech) start-up, provided a one-stop edtech infrastructure solution for teachers, educators, and institutes. With a focused business-to-business model, Teachmint grew leaps and bounds in its first year of operations. The company had begun international expansions by partnering with edtech companies in Southeast Asia and the Middle East. However, Teachmint’s chief executive officer was debating whether it was the right time to go global or whether his company should focus on the Indian edtech market, which was competitive and featured several large players.

This case can be used for undergraduate and graduate courses on technology-based entrepreneurship. The case demonstrates how a start-up exploits an opportunity to create a much-needed EdTech infrastructure solution. The case is also suitable for courses that teach digital business strategy, wherein it can be used to discuss company’s positioning in a fast-growing EdTech industry in an emerging economy.<br><br>In a course that focuses on e-commerce, the case can be used to analyze the growing EdTech industry globally, with a particular emphasis on the Indian context. The dynamics of multiple stakeholders (individual tutors, coaching institutes, schools and colleges, teachers, and students) can be emphasized through the case. The case illustrates the dynamics of how a platform can fulfil the needs and requirements of multiple stakeholders (individual tutors, coaching institutes, schools and colleges, teachers, and students). <br><br>In a module in a course on digital platforms, the case can be used to highlight the importance of creating a technology infrastructure platform that is beneficial for multiple parties.<br><br>The case can also be used to teach business decision-making for technology-based start-ups.<br><br>By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Explain how to go about finding a promising market segment.</li><li>Conduct an external environmental analysis by examining a business’s remote, industry, and operating environments.</li><li>Determine what methods other businesses use to bring in new customers.</li><li>Discuss various opportunities and the best plan of action for developing and expanding a business.</li><li>Discuss different ways a domestic firm can break into the global market.</li><li>Think about the benefits and drawbacks of going global.</li></ul>

• EdTech
• Education Technology