Project Overview
Success Canvas is an education consulting firm that provides consultation services to pre-primary schools. Its expertise includes curriculum development, teacher training, upskilling, admission processes, and operational system improvements. Additionally, it creates workbooks and learning kits tailored for children aged 6 months to 5 years, enabling structured learning at home.
Company Overview
Initially focused on homeschooling kits, Success Canvas recognized a growing need for structured consulting services in the pre-primary education sector. They expanded their offerings to include advisory services while positioning their kits as complementary products to address this. However, this transition posed challenges regarding brand visibility, audience targeting, and strategic growth.
Initial Challenges
- Limited Brand Recognition – The company had low visibility in the education consulting sector due to its prior focus on homeschooling kits.
- Unclear Audience Persona – A fragmented understanding of the target audience, especially regarding geographical and demographic diversity, hindered precise marketing efforts.
- Product Transition Challenges – Shifting from direct homeschooling kit sales to a consulting-driven model required a clear strategy for integration and positioning.
- Business Model Uncertainty—Balancing selling homeschooling kits and generating leads for school partnerships created ambiguity in the growth trajectory.
- Lack of a Defined Growth Roadmap – The company needed a structured plan to scale operations and drive long-term business expansion.
Strategy and Implementation
To address these challenges, Success Canvas implemented a multi-pronged strategy:
- Audience Research – Conducted qualitative discussions with five school principals from standalone pre-primary schools to understand their pain points, needs, and market opportunities.
- Competitive Analysis – Analyzed competing homeschooling kits regarding pricing, quality, and content to refine product offerings and create differentiation.
- Online Marketplace Listing – Expanded brand visibility by listing products on leading e-commerce platforms like Amazon and Flipkart.
- Targeted PPC Campaigns – Developed strategic Meta (Facebook) ads tailored to school administrators and parents, focusing on the value of structured homeschooling kits and consulting services.
- Budget Allocation Strategy – Divided the marketing budget between two objectives: Establishing brand awareness for homeschooling kits and Generating high-quality leads for school partnership programs.
- Continuous Optimization – Implemented ongoing performance tracking to improve ad targeting, enhance lead quality, and attract more school owners.
Results
- Lead Generation Success – Established a steady flow of leads, paving the way for school partnerships.
- Enhanced Brand Awareness – Increased visibility through Meta and Amazon ads, strengthening brand positioning.
- Successful School Partnerships – Secured collaborations with six schools in the first year, with 25 additional schools expressing strong interest.
- Marketplace Sales Growth – Online sales scaled from two monthly orders to 40 monthly orders within four months.
Conclusion
Success Canvas successfully transitioned from a homeschooling kit provider to a full-fledged education consulting firm by refining its business strategy. Through targeted marketing, audience research, and marketplace expansion, the company improved brand recognition, generated quality leads, and established valuable school partnerships. The structured approach laid a strong foundation for future growth and scalability in the education consulting sector.
