EduSports: Extending the Value Proposition

In mid-September 2022, Saumil Majmudar, the co-founder, chief executive officer, and managing director of Sportz Village faced a problem. The company, based in Bengaluru, India, was India’s leading sports education organization, which provided a structured physical education (PE) curriculum to K–12 schools. Thirteen years after its inception, EduSports, a division of Sportz Village, was unable to reach its goal of penetrating 5,000 schools with its PE curriculum. Research had indicated that the low penetration rate stemmed from not offering inter-school sports competitions to showcase the ability of the students involved in the structured PE program. Majmudar had to evaluate between two funding sources to enable EduSports to offer inter-school sports competitions: pass on the increased subscription price to students or keep the subscription price the same but look for brands to offset the increased costs of running inter-school events. Given that the yearly sales cycle would begin in about two weeks, Majmudar’s decision was urgent.

The two core themes of the case are business model impact and growth. As such, these themes fit well in both an undergraduate and a graduate course in strategic management. The suggestion is to position the case at the middle of the course after the topics of business strategy and positioning are covered. After reading, analyzing, and discussing the case, students will be able to do the following:<ul><li>Understand the concept of business model and how it underpins a company’s strategy.</li><li>Analyze the pros and cons of growing beyond a company’s core offerings.</li><li>Evaluate choices that impact a firm’s business model.</li></ul>

• Sportz Village
• EduSports
• Bengaluru
• K–12 schools
• physical education
• PE curriculum
• inter-school competitions
• funding sources
• subscription price
• brand partnerships
• sales cycle
• business model
• growth strategy
• strategic management
• core offerings
• pros and cons
• decision-making
• business strategy
• positioning
• penetration rate