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Product Case Study: Agile & Scrum Category_VijayDwivedi

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Vijay Dwivedi
Vijay Dwivedi

The scenario for the case study is... Creating a proposal deck on the category of ‘Agile & Scrum’ and the projected revenue plan. Enumerating the prospective courses that can be launched from within this category with justification.​ Cover all partnerships and influencers needed to make this a successful category.

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Agile & Scrum Category Proposal Deck: Revenue Projection, Prospective courses & more… Vijay Dwivedi (PMP, PMI-ACP, CSPO, MIT SLOAN certified) vijay.27vj@gmail.com
Context & Objective Company Abc company, say Simplilearn, is one of the world’s leading certification training providers. We partner with companies and individuals to address their unique needs, providing training and coaching that helps working professionals achieve their career goals. Context ABC wants to look at the opportunity of rolling out “Agile and Scrum” as a new category Objective 1. Building a case for “Agile & Scrum” category that can be implemented from within the ABC learning platform 2. Enumerate prospective courses within this category 3. Projected Revenue Plan 4. Potential Partnership & Influencers Vijay Dwivedi
Solution More Premium Customers & More Potential Influencers 1. Creating “Agile & Scrum” category as one stop shop for all the working professionals 2. Providing transformational learning experience in a blended (classroom+online) form 3. Having the right courses at right locations 4. Bringing in influential experts & tieups that can help increase the organic traffic to the course
Agile & Scrum category ● Agile Scrum Master (CSM) ● Agile Scrum Product Owner (CSPO) ● Agile Certified Scrum Developer ● SAFe Agilist (SA) ● SAFe Program Consultant 4.0 (SPC4) ● SAFe Product Manager/ Product Owner (SPMPO) ● Agile 101 Foundation Course ● PMI-ACP Certification Tutorial ● Scrum Repair Guide Course ● Succeeding through Agile ● Estimating and User story Writing Tutorial [PDUs offered] ● Estimating and Planning Agile Projects [PDUs offered] ● Project Portfolio Management Using Agile [PDUs offered] CoursesCertifications ● Additional Reading on Agile, SAFe, TDD ● Blogs that needs to be followed ● Growth of Agile Professionals ● Why you should get Agile Certified? FREE Resources Vijay Dwivedi
Agile & Scrum category - Future Additions ● Agile Certified Product Manager (AIPMM) ● Concepts Beyond Scrum such as XP, Kanban, Scrumban, FDD ● Implementing Agile Scrum in complex technological environment Workshop ● Finding a good mix of Agile, ATDD & Lean workshop ● Get your whitepaper on Agile published ● Have Certifications? Then be a trainer on ABC Platform ● Buy Industry Case study on Agile Implementation ● Augmented and virtual reality classes ● Talk to Industry Experts Future Additions Vijay Dwivedi
Rationale Behind the Sub-Categories ● Agile is the norm now in industries and there is a growing demand for Agile practitioners. Approximately 51% [1] of the companies are leaning towards some form of Agile ● Organisations want to invest in employees to make them Agile Practitioners so that Organizations can succeed with Agile. [2]As per Scott Ambler and Associates Survey, ONLY 33% Feel that they have succeeded with agile ● Finding Certified Scrum Trainer is also not difficult - can have tie-ups with CST’s from abroad as well for CSM, CSPO trainings ● Scaled Agile is gaining momentum as well since enterprises want to improvise on the Agile Scrum ● Industries are tweaking agile as per the volatility of the projects, team size, Team distribution etc so having agile dedicated workshops in areas such as Implementing agile in Distributed teams, Globally located teams etc will have a great merit and adoption *Source: [1] https://techbeacon.com/survey-agile-new-norm | [2] http://www.ambysoft.com/surveys/agileJanuary2014.html Vijay Dwivedi
Rationale Behind the Sub-Categories ● Even paid MooCs with certification have a completion rates of only 60% or higher. So, having industry tie-ups to offer a blended teaching in the space of Agile will result in higher course completion rates & higher returning users [1] ● Having tie-up with Scrum Alliance affiliated trainers can affect student’s enrollment in the CSM, CSPO, SPMPO, SA workshops - I looked for this affiliation & my colleagues when I enrolled myself for CSPO course [Talking from personal experience] ● CSPO, CSM, PMI-ACP only makes people aware about Agile. They DO NOT teach you how to use agile. Hence, there is INCREASE in enrollment rates in courses such as succeeding in Agile, Agile estimating and Planning on Mike Cohen’s website - Founder of Agile [2] ● PDUs offering courses can bring the certification holders back to the website - PMI-ACP expires in 3 years, CSPO in 2. Having small video tutorials that brush up the skills of the ● Agile Courses will help us in giving edge over the competitors who are in this space of providing Agile certification trainings (SPJain Mumbai, Scrum.org, agiletraining.com, aadseducation.com- provides placement assistance) *Source: [1] Economic Times News | [2] Mike Cohen's Website Mountain Goat Software Vijay Dwivedi
Revenue Projections For 4 Years Down the line max growth
Some Numbers ● TechNavio's analysts forecast the Online Education market in India to grow at a CAGR of 17.50% over the period 2014-2019 ● The five-year compound annual growth rate is estimated at around *7.6%, so revenues should reach some *$51.5 billion by 2016 ● Online professional education market globally is expected to exceed USD 9 billion by 2020, growing at compound annual growth (CAGR) of 14% from 2016 - 2020 ● Increasing Internet penetration, low-cost existing coverage and rising demand are expected to help this market develop strongly in the near future ● The rapid adoption of mobile technology is going to play a major role in the way the entire digital experience is valued and consumed *Source: E-Learning Market Trends & Forecast 2014 - 2016 Report | Source: 2011-2016 Growth rates by region (Ambient Insight 2012) | Source: Gadgetsnow.com/Tech-news
$5.75Billion (2016) | 14% CAGR | $9Billion (2020) Online Professional Education Market Globally Stats Source: Gadgetsnow.com/Tech-news
● The IT & ITES industry employs about 10 million workforce ● 40%-60% of the workforce lies in Software services and Product & Engineering Domain ● Using some co-relation, I am assuming that out of these 40% of the workforce, 10% lies in the work experience range of 4-10 Years, which would be 10% of 40% of 10 Million, that is, 4 lakh ● Since, SimpliLearn has a market penetration of about 7%-%18 ($30 Million) in terms of revenue in Online Professional Education space in India ● So, I am assuming that out of these eligible 4 lakh, 15-20% Professionals (~60,000 - ~80,0000) prefer Simplilearn ● The Indian IT sector is expected to grow at a rate of 12-14 per cent for FY 2016-17 and so on. *Source: https://www.ibef.org/industry/information-technology-india.aspx | http://www.huffingtonpost.in/2016/07/26/the-number-of-working-women-in-india-has-been-steadily-falling/ | http://www.indiastat.com/labourandworkforce/380987/professionals/230/stats.aspx Calculation Help (Year 2017) - Taking SimpliLearn as a reference Vijay Dwivedi
Revenue for 2017 Vijay Dwivedi
● In 2018, we are going to come up with more Future additions to the Agile and Scrum Category ● Also, the skilled workforce is going to increase by 10% year on year ● So we can expect the total enrollments to increase by 20%-28%, ~25% in 2018 ● Then it is going to increase further in double digit growth in 2019 (marketing, word of mouth, Larger market penetration, international & industry tie ups) ● And then reach somewhere saturation (consistent growth) in 2020 Revenue Projections for 2017-2020 Vijay Dwivedi
2017 2018 2019 2020 MillionUSD($) Revenue Projections for 2017-2020 $13 Million $17 Million $20.7 Million $22.8 M $30 M Projection in 2017 when Programs launched in 2016 Projection in 2021 Vijay Dwivedi
Partnerships & Influencers for Success of this Category
● We can partner with various Agile Experts from abroad and bring their courses on ABC platform. We can have a conversation with Mike Cohen to bring his agile training to India - no one has done that. Mike Cohen runs mountaingoatsoftware.com, a popular agile training website abroad ● We can have a tie-up with Roman Pichler, Author of Agile Product Management book, and have a course on Agile Product Management imparted by Roman ● Have a tie-up with IT giants such as Infosys, Wipro, TCS, Microsoft to impart Agile certifications to their employees so that it can be used towards employee promotion and employee retention ● Bringing in some big names in the world of Scrum such as Jeff Sutherland on the advisory board of Agile & Scrum category will increase organic traffic and enrollment ● Forming a community of Simplilearn taught certified professionals to share their experience and be available to answer queries of new enrollments ● Adding success Stories of appraisal, hike or promotion of professionals taught by ABC Partnerships & Influencers Vijay Dwivedi
Challenges deep-dive Challenge 1 Expanding audience Competing on market share with competitors that are very price competitive or provides direct industry expert interaction : 1. Lynda.com 2. LinkedIn learning 3. Pluralsight 4. Scrum.org 5. Mountaingoatsoftware.com Challenge 2 Rich Educational Content Improving the learning experience and bringing more participation from existing professionals May be can looks at adding advanced LMS & Faculty interaction tools such as Canvas Getting partnerships from Agile Stalwarts since they run their own learning platforms Challenge 3 Increasing conversion Luring professional to expensive courses can be difficult when they get free or low priced courses everywhere: 1. Coursera 2. Udemy 3. Free Agile Tutorials 4. Free Sample Mock tests for certifications Vijay Dwivedi

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Product Case Study: Agile & Scrum Category_VijayDwivedi

  • 1. Agile & Scrum Category Proposal Deck: Revenue Projection, Prospective courses & more… Vijay Dwivedi (PMP, PMI-ACP, CSPO, MIT SLOAN certified) vijay.27vj@gmail.com
  • 2. Context & Objective Company Abc company, say Simplilearn, is one of the world’s leading certification training providers. We partner with companies and individuals to address their unique needs, providing training and coaching that helps working professionals achieve their career goals. Context ABC wants to look at the opportunity of rolling out “Agile and Scrum” as a new category Objective 1. Building a case for “Agile & Scrum” category that can be implemented from within the ABC learning platform 2. Enumerate prospective courses within this category 3. Projected Revenue Plan 4. Potential Partnership & Influencers Vijay Dwivedi
  • 3. Solution More Premium Customers & More Potential Influencers 1. Creating “Agile & Scrum” category as one stop shop for all the working professionals 2. Providing transformational learning experience in a blended (classroom+online) form 3. Having the right courses at right locations 4. Bringing in influential experts & tieups that can help increase the organic traffic to the course
  • 4. Agile & Scrum category ● Agile Scrum Master (CSM) ● Agile Scrum Product Owner (CSPO) ● Agile Certified Scrum Developer ● SAFe Agilist (SA) ● SAFe Program Consultant 4.0 (SPC4) ● SAFe Product Manager/ Product Owner (SPMPO) ● Agile 101 Foundation Course ● PMI-ACP Certification Tutorial ● Scrum Repair Guide Course ● Succeeding through Agile ● Estimating and User story Writing Tutorial [PDUs offered] ● Estimating and Planning Agile Projects [PDUs offered] ● Project Portfolio Management Using Agile [PDUs offered] CoursesCertifications ● Additional Reading on Agile, SAFe, TDD ● Blogs that needs to be followed ● Growth of Agile Professionals ● Why you should get Agile Certified? FREE Resources Vijay Dwivedi
  • 5. Agile & Scrum category - Future Additions ● Agile Certified Product Manager (AIPMM) ● Concepts Beyond Scrum such as XP, Kanban, Scrumban, FDD ● Implementing Agile Scrum in complex technological environment Workshop ● Finding a good mix of Agile, ATDD & Lean workshop ● Get your whitepaper on Agile published ● Have Certifications? Then be a trainer on ABC Platform ● Buy Industry Case study on Agile Implementation ● Augmented and virtual reality classes ● Talk to Industry Experts Future Additions Vijay Dwivedi
  • 6. Rationale Behind the Sub-Categories ● Agile is the norm now in industries and there is a growing demand for Agile practitioners. Approximately 51% [1] of the companies are leaning towards some form of Agile ● Organisations want to invest in employees to make them Agile Practitioners so that Organizations can succeed with Agile. [2]As per Scott Ambler and Associates Survey, ONLY 33% Feel that they have succeeded with agile ● Finding Certified Scrum Trainer is also not difficult - can have tie-ups with CST’s from abroad as well for CSM, CSPO trainings ● Scaled Agile is gaining momentum as well since enterprises want to improvise on the Agile Scrum ● Industries are tweaking agile as per the volatility of the projects, team size, Team distribution etc so having agile dedicated workshops in areas such as Implementing agile in Distributed teams, Globally located teams etc will have a great merit and adoption *Source: [1] https://techbeacon.com/survey-agile-new-norm | [2] http://www.ambysoft.com/surveys/agileJanuary2014.html Vijay Dwivedi
  • 7. Rationale Behind the Sub-Categories ● Even paid MooCs with certification have a completion rates of only 60% or higher. So, having industry tie-ups to offer a blended teaching in the space of Agile will result in higher course completion rates & higher returning users [1] ● Having tie-up with Scrum Alliance affiliated trainers can affect student’s enrollment in the CSM, CSPO, SPMPO, SA workshops - I looked for this affiliation & my colleagues when I enrolled myself for CSPO course [Talking from personal experience] ● CSPO, CSM, PMI-ACP only makes people aware about Agile. They DO NOT teach you how to use agile. Hence, there is INCREASE in enrollment rates in courses such as succeeding in Agile, Agile estimating and Planning on Mike Cohen’s website - Founder of Agile [2] ● PDUs offering courses can bring the certification holders back to the website - PMI-ACP expires in 3 years, CSPO in 2. Having small video tutorials that brush up the skills of the ● Agile Courses will help us in giving edge over the competitors who are in this space of providing Agile certification trainings (SPJain Mumbai, Scrum.org, agiletraining.com, aadseducation.com- provides placement assistance) *Source: [1] Economic Times News | [2] Mike Cohen's Website Mountain Goat Software Vijay Dwivedi
  • 8. Revenue Projections For 4 Years Down the line max growth
  • 9. Some Numbers ● TechNavio's analysts forecast the Online Education market in India to grow at a CAGR of 17.50% over the period 2014-2019 ● The five-year compound annual growth rate is estimated at around *7.6%, so revenues should reach some *$51.5 billion by 2016 ● Online professional education market globally is expected to exceed USD 9 billion by 2020, growing at compound annual growth (CAGR) of 14% from 2016 - 2020 ● Increasing Internet penetration, low-cost existing coverage and rising demand are expected to help this market develop strongly in the near future ● The rapid adoption of mobile technology is going to play a major role in the way the entire digital experience is valued and consumed *Source: E-Learning Market Trends & Forecast 2014 - 2016 Report | Source: 2011-2016 Growth rates by region (Ambient Insight 2012) | Source: Gadgetsnow.com/Tech-news
  • 10. $5.75Billion (2016) | 14% CAGR | $9Billion (2020) Online Professional Education Market Globally Stats Source: Gadgetsnow.com/Tech-news
  • 11. ● The IT & ITES industry employs about 10 million workforce ● 40%-60% of the workforce lies in Software services and Product & Engineering Domain ● Using some co-relation, I am assuming that out of these 40% of the workforce, 10% lies in the work experience range of 4-10 Years, which would be 10% of 40% of 10 Million, that is, 4 lakh ● Since, SimpliLearn has a market penetration of about 7%-%18 ($30 Million) in terms of revenue in Online Professional Education space in India ● So, I am assuming that out of these eligible 4 lakh, 15-20% Professionals (~60,000 - ~80,0000) prefer Simplilearn ● The Indian IT sector is expected to grow at a rate of 12-14 per cent for FY 2016-17 and so on. *Source: https://www.ibef.org/industry/information-technology-india.aspx | http://www.huffingtonpost.in/2016/07/26/the-number-of-working-women-in-india-has-been-steadily-falling/ | http://www.indiastat.com/labourandworkforce/380987/professionals/230/stats.aspx Calculation Help (Year 2017) - Taking SimpliLearn as a reference Vijay Dwivedi
  • 13. ● In 2018, we are going to come up with more Future additions to the Agile and Scrum Category ● Also, the skilled workforce is going to increase by 10% year on year ● So we can expect the total enrollments to increase by 20%-28%, ~25% in 2018 ● Then it is going to increase further in double digit growth in 2019 (marketing, word of mouth, Larger market penetration, international & industry tie ups) ● And then reach somewhere saturation (consistent growth) in 2020 Revenue Projections for 2017-2020 Vijay Dwivedi
  • 14. 2017 2018 2019 2020 MillionUSD($) Revenue Projections for 2017-2020 $13 Million $17 Million $20.7 Million $22.8 M $30 M Projection in 2017 when Programs launched in 2016 Projection in 2021 Vijay Dwivedi
  • 15. Partnerships & Influencers for Success of this Category
  • 16. ● We can partner with various Agile Experts from abroad and bring their courses on ABC platform. We can have a conversation with Mike Cohen to bring his agile training to India - no one has done that. Mike Cohen runs mountaingoatsoftware.com, a popular agile training website abroad ● We can have a tie-up with Roman Pichler, Author of Agile Product Management book, and have a course on Agile Product Management imparted by Roman ● Have a tie-up with IT giants such as Infosys, Wipro, TCS, Microsoft to impart Agile certifications to their employees so that it can be used towards employee promotion and employee retention ● Bringing in some big names in the world of Scrum such as Jeff Sutherland on the advisory board of Agile & Scrum category will increase organic traffic and enrollment ● Forming a community of Simplilearn taught certified professionals to share their experience and be available to answer queries of new enrollments ● Adding success Stories of appraisal, hike or promotion of professionals taught by ABC Partnerships & Influencers Vijay Dwivedi
  • 17. Challenges deep-dive Challenge 1 Expanding audience Competing on market share with competitors that are very price competitive or provides direct industry expert interaction : 1. Lynda.com 2. LinkedIn learning 3. Pluralsight 4. Scrum.org 5. Mountaingoatsoftware.com Challenge 2 Rich Educational Content Improving the learning experience and bringing more participation from existing professionals May be can looks at adding advanced LMS & Faculty interaction tools such as Canvas Getting partnerships from Agile Stalwarts since they run their own learning platforms Challenge 3 Increasing conversion Luring professional to expensive courses can be difficult when they get free or low priced courses everywhere: 1. Coursera 2. Udemy 3. Free Agile Tutorials 4. Free Sample Mock tests for certifications Vijay Dwivedi