Vedantu is a provider of an online personalised tutoring platform. It offers live tutoring with two-way interaction via whiteboard, audio, and video for school curriculum and exams like IIT JEE and NEET. It provides certified tutors from institutes like IIT Bombay, IIT Roorkee, BITS Pilani, and more. It offers monthly and flexible hour-based pricing plans. Its apps can be downloaded via Android and iOS.
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Company Overview
Mission: The company's primary mission is to make high-quality education accessible to all. In contrast to group classes, they aim to provide a better experience and let individuals select what suits them the most. Their goal is to establish a future in which everyone has easy access to and customization of high-quality education.
Vision: To transform traditional teaching and learning methods. Through a blend of quality teachers, engaging content, and advanced technology, they aim to provide students with a superior learning experience, distinct from traditional offline methods, ultimately enhancing their academic outcomes.
Key Metrics:
Total Equity Funding: $326M in 18 rounds
Latest Funding Round: $209K, Series E, Sep 27, 2024
Post Money Valuation: $920M, as on Jan 17, 2024
Ranked: 2nd among 556 Competitors acc. To Traxcn Score
Annual Revenue: ₹175Cr ($21.8M), 9% YOY as on Mar 31, 2023
Employee Count: 988
Investments & Acquisitions: Conker World, Stride Ventures, Alteria Capital, Accel, Tiger Global Management, WestBridge Capital, GGV Capital, etc
Founders: Vamsi Krishna, Pulkit Jain, Anand Prakash, Saurabh Saxena
Active Competitors: 456 | 32 Funded/12 Exited
Latest Market Share: The below chart shows the split of Vedantu's market share against its top 5 competitors for the last month.
Industry Aspect of Vedantu operating in
According to a Statista estimate, the Indian online education market is expected to grow rapidly, with revenues expected to reach US $5.76 billion by 2023—a considerable increase. With a strong 20.53% annual growth rate (CAGR 2023–2028), the trajectory is expected to continue rising and reach an amazing market volume of US $14.65 billion by 2028.
Of particular note is the expected large contribution from the Indian market, which is projected to grow to a sizeable US $4.73 billion by 2023 for online learning platforms. These numbers show how online learning is becoming more and more important in India, and they also point to a positive future for the sector.
Vedantu - Business Model
Vedantu operates on a B2C model, emphasizing live online tutoring through its proprietary WAVE platform (Whiteboard Audio Video Environment). It offers personalized, interactive learning for K–12 students, including academic support and competitive exam preparation.
Vedantu's strategy integrates EdTech, remote learning, and mobile learning (m-learning) to make quality education accessible anytime, anywhere. Its dual approach includes offering free resources alongside paid online classes, catering to a broad audience from budget-conscious learners to competitive exam aspirants.
Vedantu - Revenue Model
Vedantu generates revenue through:
Subscription Plans: Monthly/annual Vedantu Pro subscriptions, including study materials and personalized learning.
Exam-Preparation Courses: Paid courses for NEET, IIT-JEE, and other competitive exams.
Partnerships and Collaborations: Custom learning solutions for institutions, earning through licensing and partnerships.
Sponsored Advertisements: Revenue from sponsored content, tailored ads, and brand collaborations.
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Problem Statement
Analyze Vedantu’s app or web experience and recommend features or enhancements to boost engagement.
1. Conduct a comprehensive teardown of Vedantu’s app. Identify three areas in the user journey where you believe there is room for improvement, focusing on points where engagement could be strengthened.
2. Propose one feature or improvement that could make the experience more engaging for students, especially those preparing for competitive exams like JEE.
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Assumptions
Our primary goal is to enhance engagement within the application. By engagement, we aim to increase usage hours, course completion rates, and active participation in all available actions.
For this assignment, our user persona focuses on students in grades 9-12 who are preparing for competitive exams like IIT JEE, NEET, CLAT, and others. Therefore, our pain point analysis and solution-oriented approach will specifically target this audience.
We are focusing solely on Vedantu’s mobile application (not the website) and will limit our analysis to the features available for online classes. Since I do not have access to the paid courses, I will exclude them from this teardown and instead focus on other parts of the application.
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My approach for this problem statement begins with defining a detailed user persona to ground the analysis from the perspective of Vedantu’s target audience. This will enable us to approach the user journey, pain points, and solutions from their lens. Using the identified persona, I will create a user journey map to uncover key pain points and areas for potential improvement. Once the pain points are identified, I will prioritize them based on their impact and feasibility. I will then develop a solution for the most critical pain point, using frameworks to validate the idea. The solution will be detailed with its risks and impact, potentially as a new feature, and supported with a visual mockup.
User Persona → User Journey Mapping → Pain Point Identification → Pain Point Prioritization → Solution Development → Solution Prioritisation Mockup → Creation
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For this project, we will focus on students from 9th to 12th grade, typically aged 14-18 years. These students are enrolled in schools and simultaneously preparing for competitive exams like IIT JEE and NEET.
Persona:
Riya Sharma | Age: 17 | Grade: 12th | Location: Jaipur, India | Education: CBSE curriculum | Device Used: Android smartphone and a mid-range laptop |Internet Access: Moderate speed (4G)
Goals of the persona:
a) Score 95%+ in CBSE board exam.
b) Crack the JEE Mains and advance to JEE Advanced.
c) Use Vedantu for structured live classes, mock tests, and conceptual clarity.
Frustrations (Pain Points)
Finds it hard to locate relevant classes or resources quickly.
Post-test feedback lacks actionable insights specific to her weaknesses.
Feels less motivated due to a monotonous learning experience.
Struggles to prioritize topics and identify what’s most important.
Excel in competitive exams while maintaining high performance in school board exams.
Efficiently balance time between school studies and competitive exam preparation.
Motivations:
a) Compete and be inspired with peers and track her progress in real-time.
b) Access reliable, high-quality content for exam preparation.
c)Stay consistent with her study
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Pain Points
So coming on to the next part of our project, list three major pain points and how they impact us. These are from the consideration, decision and retention phase
Pain Point 1: Consideration Stage
Confusing and Overwhelming Onboarding Process: The onboarding process is lengthy, with a confusing interface and too much content presented all at once. Users are left unsure where to start their learning journey, leading to frustration and drop-offs.
How It Impacts: Simplifying onboarding with a streamlined process, clear guidance(maybe introducing a fun onboarding character named Mr. Veda), and personalised recommendations ensures users feel confident and excited about the platform, leading to increased app exploration and reduced drop-off rates.Pain Point 2: Retention Stage
Lack of Community and Peer Collaboration
Explanation: Preparing for competitive exams is often a lonely, and challenging journey. Vedantu lacks collaborative tools where users can interact with their peers, share challenges, gain more perspective, understand their peers and learn together. Healthy competition, sense of community and peer accountability are missing, which could otherwise boost motivation.
How It Boosts Engagement: Introducing community-building features, such as study groups, Q&A forums, or "Study Buddy" pairings, fosters a sense of belonging and shared purpose. This keeps users emotionally invested and encourages consistent engagement through shared challenges and mutual support.Pain Point 3: Retention Stage
Missing Motivational Nudges and Consistency Tools
Explanation: The app does not encourage consistent learning through reminders, daily goals, or streaks. Users struggle with maintaining discipline and consistency, which are critical for long-term success in competitive exams.
How It Boosts Engagement: Adding features like streak tracking, motivational nudges, and reminders for upcoming tasks keeps users disciplined and engaged. These tools help form daily learning habits, ensuring users return to the app regularly.
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Prioritising Solutions for Lack of Community & Peer Collaboration
Based on the metrics, we’ve identified the lack of community and peer collaboration as the key problem to address. Solving this issue offers many other several impactful benefits and thus justify that it can boost engagement:
Impact of the solution:
Combating Isolation: Competitive exam preparation can be lonely. A community or support group of like-minded individuals can provide connection, motivation, and shared experiences.
Knowledge Sharing: Unlocks new perspectives on problem-solving and fosters collaborative learning.
Building Trust among new users: New users can gain confidence by observing active communication and engagement on the platform, sparking curiosity.
Boosting Engagement: Users can share opinions, solutions, and comment on posts, keeping them engaged and excited.
Encouragement: Sharing replies, knowledge, and opinions fosters a sense of support and motivation.
Below can be the few possible features:
Public Community Forum: A platform with separate groups for different goals (e.g., NEET, JEE) where users can share comments, knowledge, and images. Includes sub-groups like tips, subject-specific discussions, etc.
Study Buddy Pairing :A feature to pair students with similar goals for accountability and collaboration. Includes shared calendars, reminders, and chat options.
Collaborative Projects/Tests: Allows groups to participate in mock tests or assignments together and compare results. Includes collaborative post-test analysis.
Leaderboards: Leaderboards showcasing top performers in quizzes or challenges. Weekly or monthly competitions to keep users engaged.
Let us do the feature prioritisation using ICE Prioritisation framework:
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Impact:
Enhanced Engagement:
Encourages active participation through discussions and content sharing.
Provides a platform for knowledge exchange, fostering a sense of belonging.
Improved Retention:
Builds emotional investment as students interact with peers sharing similar goals.
Reduces feelings of isolation often associated with competitive exam preparation.
User-Generated Content:
Allows students to contribute tips, tricks, and resources, reducing dependency on Vedantu for all content creation.
Scalability:
Easy to expand into new sub-groups or goal-based categories as the user base grows.
Challenges:
Moderation Needs: Ensuring the platform remains constructive and free from spam or inappropriate content.
Mitigation: Use AI-based content moderation and appoint community moderators.
Engagement in Smaller Groups: Smaller or less active groups may lack the critical mass needed for meaningful discussions.
Mitigation: Encourage participation with prompts, starter questions, or exclusive content for each group.
Content Quality Control: Risk of incorrect or low-quality advice being shared among students.
Mitigation: Allow verified educators or top contributors to highlight "best answers" or "expert tips."
Technical Load: Managing server load and ensuring smooth performance as discussions and media sharing increase.
Mitigation: Use scalable architecture and limit the size of uploaded media.