Mind Mapping

Challenge:   We are an EdTech Company selling online competitive exam course packages to class 12th  students in India. Our focus is on increasing the sale & at the same time making the product relevant  to users instead of hard selling it to them. Challenge is to understand our end users better & strike a  conversation instead of a one sided cold call.       Selection:   Although we already categories students according to the city they belong to i.e Tier 1,2 etc  But we’ll use Mind Mapping to further categories our users & create custom packages. Why mind  mapping? As mentioned in week 3 lecture, MeYou Health application used Mind Mapping primarily  to derive “Personas” & catered them accordingly. We wanted to attempt something similar.    Application:    We got the entire sales team together responsible for the cold calls & got insights they have  accumulated after hundreds of calls to potential users. Goal was to create “Personas” of our  potential users & develop packages accordingly.While we will always have outliers & exceptions, this  design tool accounts for the majority of users.    Insights:  After sharing all the insights & brainstorming over them. We came up with bunch of personas:

1) Fanatics: These tech-savvy, well to do users are the easiest to convince. We can possible  sell the most premium products to them.

2) Conservative: Not very tech-savvy and also not very much interested in spending on our  products. These are  2/3rd of our users. Possible choice would be to sell them monthly or  weekly packages at discounted rate & follow-up with them for extensions.

3) Resistors: These people would fight digital at any cost, pen & paper is the only way forward  for them. Probably their parents did so & so will their kids. Our best chance of selling our  products to them would be offering 1 week's trial for free & follow up accordingly.

4) Aspirational: We call them aspirational as these users want to use our products & pursue  higher education but are not well off to afford even basic education. We shall offer them our  products on Installments or free after suitable document verification.

Approach:   While we are yet to collate the end results from the following persona selling but the overall call  duration has gone up & users are taking more interest in the product. At the End of the day, the  conversation has shifted from one sided cold call to what the user at the other end wants!


Mind Mapping Challenge : We are an EdTech Company selling online competitive exam course packages to class 12th students in India . Our focus is on increasing the sale & at the same time making the product relevant to users instead of hard selling it to them . Challenge is to understand our end users better & strike a conversation instead of a one sided cold call . Selection : Although we already categories students according to the city they belong to i.e Tier 1,2 etc But we ’ll use Mind Mapping to further categories our users & create custom packages . Why mind mapping ? As mentioned in week 3 lecture , MeYou Health application used Mind Mapping primarily to derive “ Personas ” & catered them accordingly . We wanted to attempt something similar . Application : We got the entire sales team together responsible for the cold calls & got insights they have accumulated after hundreds of calls to potential users . Goal was to create “ Personas ” of our potential users & develop packages accordingly . While we will always have outliers & exceptions , this design tool accounts for the majority of users . Insights : After sharing all the insights & brainstorming over them . We came up with bunch of personas : 1 ) Fanatics : These tech - savvy , well to do users are the easiest to convince . We can possible sell the most premium products to them . 2 ) Conservative : Not very tech - savvy and also not very much interested in spending on our products . These are 2/3rd of our users . Possible choice would be to sell them monthly or weekly packages at discounted rate & follow - up with them for extensions . 3 ) Resistors : These people would fight digital at any cost , pen & paper is the only way forward for them . Probably their parents did so & so will their kids . Our best chance of selling our products to them would be offering 1 week 's trial for free & follow up accordingly . 4 ) Aspirational : We call them aspirational as these users want to use our products & pursue higher education but are not well off to afford even basic education . We shall offer them our products on Installments or free after suitable document verification . Approach : While we are yet to collate the end results from the following persona selling but the overall call duration has gone up & users are taking more interest in the product . At the End of the day , the conversation has shifted from one sided cold call to what the user at the other end wants !