Me and my team set out on a 1 week project called Blitzkrieg.

Month: May'20 

Objective: "Onboard 20 Unicorn educators in a week for MPSC that covers all subjects."

Key Results:
a) Generate 500 educator leads
b) Filter out Top 20 and close

c) Prepare a training module (from induction till live) 
 

Below are the steps that helped us achieve this mission:

1- Lead generation: Most popular sources were YouTube and Facebook. To start with the lead generation you need to have all your keywords in place. For ex: for MPSC exams, the most popular and searched key words would be MPSC, MPSC preparation, MPSC apply, MPSC coaching, Rajyaseva, Combined, PSI/STI/ASO, MPSC Geography, MPSC History (so on and so forth for all subjects), MPSC Topper, MPSC Syllabus etc. etc. 
YouTube: Once you have your keywords in place, go to YouTube and find all videos related to these keywords. Use different combinations of sorting like 'view count', 'upload date', 'duration of video', 'Type', 'Features'. You will find the majority of educator leads here who already have some online teaching knowledge of tech-how.   

Facebook: Find a few educators for your relevant category through search option. Check their friend list. Teachers, friends are teachers. Deep dive into their friends list (for those who have their friend list open) and send req to everybody. Drop a personalized message regarding a potential opportunity awaiting them.

Then you can also ask your existing educators for referrals, float our google forms stating open vacancies on social media etc. 
We ended up generating 800 leads.
 

2- Filter & Close: Now how does one determine how to rank/rate educators in POV of Business and Value offering? Well you merge the requirements and see who fits both. An ideal rank 1 educator would be someone with 10+ years of exp in the field (quality) & have a solid distribution network (business). There are other parameters in play as well like qualification, exam experience, whether a rank holder or not, body language, screen presence, intonation, culture fit etc.
We filtered out top 20.

We then prepared a pitch as to how to close these MPSC leaders?

i)- Marketing & Branding: Imagine you are a top educator having a good offline presence in Pune. But how do you expand your presence from there? Obviously open more centers at more locations? Office space, rent, salaries, operation cost, advertisements, misc. expenses make up a substantial capital. This was not easy during covid with no guarantee of return. But if you are with an already popular and widely used online platform like Unacademy, you would get that presence for almost free. Consider Unacademy as your own personal marketing and branding partner that works for you free of cost. The only tangible agreement between us is the delivery of content you provide us and we pay you a good salary in return of the service. Win-Win situation for both parties. Now you are not only know in Pune, you are know all across Maharashtra. Our existing successful educator base came in handy as testimonials. 

ii)- Flexibility in Content Creation: While we were very bullish on our content quality, we also kept a channel open for educators to come, suggest us and guide our content direction. We also had our educators choose a comfortable number of hours they could give us in a month and also suggest their personalized content delivery timeline. No other platform provided that sort of flexibility.

iii)- We paid competitive salaries: Teaching online (live) is time consuming. Unlike offline where you go on the black board and start writing stuff, Live online teaching required you to create PPTs for content delivery. To teach a 1 hour long live class, you would have to spend an additional 2-3 hours to prepare the lecture PPTs. We understood the pain and it reflected in the compensation given to the educators. 

iv)- Advantage of passive income: Relying on just one source of income could be detrimental and Covid showed us this. As the online teaching was booming, it was a great way to make passive income in comfort of your home. 
 

People loved our pitch: Comfort of home + Free coverage and branding all across Maharashtra + Handsome Pay + Chance to build a strong online teaching career in changing times. 

We closed 33 Unicorns. It was our time to dominate, and we did. Before any of the competitors had a chance to react to the changing market, we onboarded everybody. 

 

3- Training Module: Now onboarding alone wasn't enough. We had to complete the OKR 100%. With the help of our ERM team, VO team and Tech team, we created a training module where newly onboarded educators were provided with all the equipment's they needed, Tech team would constantly work with them to set things up, Demo sessions, Training on platform usage was conducted by the ERM team and quality check was in place with the VO team. When an educator completed all stages, he/she was ready to go live. 
 

Some closures required face-to-face meets and a lot of convincing but we completed our OKR in time. This has been my most exciting projects till today.