Digital Marketing Training Institute in Jamshedpur: A Survey for Future Project

At MarketVivo, we are working constantly on creating awareness on digital marketing in Jharkhand. We are largely focusing on helping businesses in Ranchi, Jamshedpur, Bokaro, Dhanbad, Hazaribagh, Deoghar, Giridih and Daltongang. As a routine work, we are also conducting researches and survey on how digital marketing and online advertising can help MSMEs of Jharkhand.

The present survey is on digital marketing training and courses opportunities in Jamshedpur. In this survey, we are not paying much attention on existing digital marketing institutes in the city. Our main objective behind this survey is to find out possibility of establishing a state of art digital marketing institute in Jamshedpur that can provide quality training to batches of new generation professionals. We conduct this survey for one of our partners who is interested in offering project based digital marketing courses in Jamshedpur and Ranchi.

Since we work on non-for-profit basis, we are publishing this report the entrepreneurs who are interested in establishing digital marketing institutes or similar professional training institute in Jamshedpur, Jharkhand.

Objectives of the Survey

The present survey has the objectives to know the possibility of establishing a digital marketing institute in Jamshedpur with following highlights:

1. Establishing a digital marketing institution in Jamshedpur and making it a profitable business.
2. Helping the youth generation of Jharkhand in getting quality training in digital marketing.
3. Helping businesses in Jamshedpur and nearby localities in getting well trained marketing professionals.
4. Creating a team of well trained and skilled digital marketing professional to handle large projects.
5. Gradually introducing new courses of market demands
6. Expanding the business as a global brand

Hypothesis

Prior to conducting survey and analyzing data, we formulated the following hypotheses on the possibility of a great digital marketing institute in Jamshedpur.

1. Since digital marketing, SEO, software development and mobile app development skills are in high demand, adequate intake to the institution is possible. They can be helped with skill and competency development with proper guidance so that they will be easily taken up by the industry.
2. By hiring a team of three to four members of trainers, any entrepreneur can start the work. The trainers will also be the members of the company’s service wing.
3. The company can gradually increase the team size by absorbing the best talents trained in the institution.

Methodological Requirements

Strength, Weakness, Opportunities and Threat (SWOT) analysis of the hypothesis by quantitative and qualitative research was the primary criteria on which we generated the report. Along with SWOT analysis, we also analyzed the data on the basis of Key Performance Indicators (KPI). We worked on through focusing on the existing digital marketing training and courses that the learners of Jamshedpur are availing. We examined the following aspects to calculate SWOT and KPI.

• Competition – high/medium/low
• Demand – high/medium/low
• Pain-point – high/low/medium
• Availability of Trainers – high/medium/low
• Fee Structure – high/medium/low
• Job Assistance – high/medium/low

Limitations of the Survey

The present survey has following limitations:

• Since we conducted the survey without any financial assistance from any third party, we couldn’t make it extensive.
• We have limited resources and fewer times to conduct full fledge survey. 
• We can’t select a adequately satisfactory sample size due to financial limitations.
• NOTE: It’s just for a preliminary idea. This survey can be extended to a full fledged research, if anyone interested will invest in it.

Steps Involved

The present research involves the following steps:

• Step 0: Homework with existing knowledge
• Step 1: Defining the sample through secondary source data
• Step 2: Classifying samples as prospects, competitors and informers
• Step 3: Deep study in to the academic, social, and economic factors of the sample
• Step 4: Setting different methodology for different type of samples to collect required information
• Step 5: Collecting information through formal, informal and disguise queries
• Step 6: Analysis and sum-up
• Step 7: Requirement estimation
• Step 8: Budget estimation
• Step 9: Finalizing the management policy
• Step 10: Review and Execution

Data Summery (Steps 01 to 05)

Profile of the Prospects

Definition

Our sample prospects are those who have ever made a query with us about digital marketing and related training within last three months.  We re-contacted them and requested to help us by answering some queries.

Size

Male	Female	Total
33	09	42

Age

20-23 yrs	24-27 yrs	Above 27 yrs	Total
11	31	00	42

Residency Status

Jamshedpur	Within a radius of 15 KM	Other cities	Total
28	12	02	42

Academic Backgrounds

BA	B.Com.	B. Sc.	MA	M.Com	M.Sc.	Professional Graduate	Professional PG	Total
02	23	01	00	05	01	06	04	42

Source of Awareness about Digital Marketing Training

Digital Platforms	Traditional Media	Other Sources	Total
Ads	Non-ads	Ads	Non-ads	Ads	Non-ads
37	00	02	00	00	02	49

Computer Literacy

Basic ICT	Intermediate ICT	Semi Professional ICT	Fully Professional ICT	Total
18	15	09	00	42

Laptop Ownership

Having laptop	Willing to purchase laptops	Not willing to purchase laptop	Not having laptop, but no clear decision about purchase	Total
10	09	12	11	42

Skill Sets

Writing	Graphic Design	Public Speaking	Photography	Analytics	Special Creativity	None	Total
04	00	13	04	00	05	16	42

Whether the prospects are willing to pay the estimated course fees?

Yes	No	May be	Bargainer	Total
03	23	06	10	42

How much the prospects expect as monthly earning after completion of the training?

Rs 16K to 20K	Rs 21K to 30K	Rs 31K to 40K	Rs 41K to 50K	Above Rs 50K	Total
02	09	14	13	04	42

What do they expect during and after training from the institution?

Complete Project based training with single valid certification	multiple valid certification plus (1)	Placement assistance plus (2)	100% placement guarantee plus (1) or (2)	Total
05	07	13	17	42

Profile of the Competitors

Definition

The company’s competitors are those who are offering any digital marketing training in the Jamshedpur. Indirectly we communicated with them and collected as much as information possible. Our informers also helped us to verify the facts. (Definition of the informer is available in the next section.)

Size

Total online listing	Closed	Duplicate/Fake/Spam	Actual respondents
13	04	05	04

(NOTE: Out of total 13 online listing of digital marketing (DM) training institutions in Jamshedpur, four are already closed and five are duplicate/fake listing on Google Business and other local directories.)

Company Status

Pvt. Ltd.	LLP	Proprietorship	Unregistered	Total
04	00	00	00	04

Age of the Institutions

More than 5 yrs	5 to 2 yrs	Less than 2 yrs	Total
01	02	01	04

Main Business

DM training only	DM professional services with training	Website, app and  software services with DM services and training	Website, app and software services without DM services, but with training	Total
00	00	04	00	04

Batch Sizes

31 to 40	21 to 30	Less than or equal to 20	Total
00	00	04	04

Course Duration

More than three months	Three months	Total
00	04	04

Infrastructural Setups

AC Classrooms	Clean Drinking Water	Clean Washroom	Smart boards	Projectors	Computer to each learners
04	03	02	00	04	03

Number of Trainers

More than five	Five to three	Two	Sole trainer	Total
00	02	02	00	04

Trainers’ Quality

Excellent	Very good	Good	Average	Poor	Total
00	00	00	03	01	04

Certification

Institutional only	Institutional plus third party	third party only	TOTAL
Valid	Invalid	With Valid Institutional	With Invalid Institutional
FB	G	H	V	FB	G	H	V	FB	G	H	V
00	00	00	00	00	00	00	03	00	00	00	01	00	00	04

(Abbreviations: FB – Facebook, G – Google, H – Hubspot, V – Vskills)

Internship Facilities

Yes	No	Total
04	00	04

Placement Assistance

Assure placement assistance	Assures 100% job guaranty	Assures nothing	Total
Able to provide	Not able to provide	Able to provide	Not able to provide
00	03	00	01	00	04

Profile of the Informers

Definition

Our informers are those persons who have already completed digital marketing training, offline or online, working or not working as a DM professional. They are helpful in providing real data of the institutions where they have completed their training. Being better opportunity or fresh job seekers, they hope chances from us.

Composition

Completed DM training from the local institutes	Completed DM training through online platforms	TOTAL
Working as DM professionals	No job	Working in some other fields	Total	Working as DM professionals	No Job	Working in some other fields	Total
With good salary	With poor salary	With good salary	With poor salary
00	02	03	01	05	00	02	02	00	04	09

Size

Male	Female	Total
07	02	09

Age

21 to 25 yrs	26 to 30 yrs	31 yrs to 35 yrs	Total
02	06	02	09

Overall reasons behind not getting satisfied opportunities

Poor Training	Lack of ability to learn	Less demand	Other	Total
35%	35%	10%	20%	100%

Qualitative Aspects (Steps 00 to 06): SWOT Analysis

Next section will be on SWOT analysis.

Strength

1. Competitors are comparatively week on the following grounds
   1. They don’t have any clearly defined policy.
   1. They don’t have skilled personnel to help them in further improvement.
   1. There client base is very poor.
   1. Their own digital marketing strategy is very poor.
2. Prospects are interested in learning digital marketing through in house project based training.
   1. Mostly, the Facebook advertising on online digital marketing training made the prospects to be aware about the demand of digital marketing, but they are interested in learning the same through classroom training and projects.
   1. Within last three months, we have received all total 42 queries for digital marketing without advertising the same. We have never mentioned the same in our website. If we’ll advertise, it’s possible that we can get about 100 queries within few weeks.
3. If budget permits, it’s easy to have a center for digital marketing training in Jamshedpur with good location and facilities.

Weaknesses

1. Getting skilled manpower as trainers is a difficult task till far the company can produce a qualified batch. As far the information we possess, no one working in the existing institutions or produced from those can fulfill the requirement. Those who are well trained and skilled are working in far places like Bengaluru, Noida, Gurugrams etc.
2. We don’t have adequate information regarding future competition.
3. The prospects are not willing to invest adequately for quality training.
4. Placement assistance might be a problem. The city doesn’t possess adequate digital marketing agencies. Out of total 52 listing on Google map and local directories, 21 are already shout down, 21 ore fake/duplicate/spam. Big companies including Tata Steel, Tata Motors, Tinplate etc are hiring professionals in digital marketing through TCS.

Opportunities:

1. Skill India Mission by the state and central government has already failed. Due to hasty implementation, they couldn’t formulate a clearly defined policy. Simultaneously, skill is a big crisis at the present day scenario. Even many of the existing employees in the corporate sectors aren’t well skilled. Such situation can give any dynamic entrepreneur an opportunity to motivate corporate management to collaborate with for marketing and relevant IT training to their employees in relevant wings.
2. Unemployment is at high level. If a entrepreneur can clearly formulate a plan to enhance employability, they will have a win.

Threats/Challenges

1. The primary challenge is with hundreds of emerging online marketing trainers who are heavily spending on social media to lure the new generation to register for their courses. They are powered by low pricing policy and vague assurances.

Set-up Requirement and Budget

The following set-up budget can be proposed for a small level start-up in offering digital marketing training courses in Jamshedpur.

Initial Investment Required

Property (on rent basis – minimum requirement)

Classroom	Office	Washroom	Multipurpose Space	Total	Security Deposit
12X30 = 360 sqr ft	12X10 = 120 sqr ft	3X3 = 9 sqr ft	3X4 = 12 sqr ft	501 sqr ft	Rs 200,000 to 300,000

Partition and Basic Furnishing (Minimum Requirement)

Depends upon the property, but approx budget is Rs 200,000 to Rs 300,000

Procurement

Sl. No.	Item	Specification	Unit Price	Quantity	Total
1	Desktop PC  for students		30,000	20	600,000
2	Desktop PC for Office		60,000	02	120,000
3	Laptop for Office		75,000	01	75,000
4	Computer station for students	Table 2X3 ft with fittings and writing space plus chair	10,000	20	200,000
5	Podium		10,000	01	10,000
6	White Board		1,000	02	2000
7	Projector	With fixed fitting	12,000	01	12,000
8	Wardrobe		15,000	02	30,000
9	Executive Table and Chair for the office		60,000	01	60,000
10	Work chair and Table for the office		12,000	03	36,000
11	Visitors’ Chair		2,000	06	12,000
12	AC		40,0000	05	200,000
13	Fans		1,500	05	7,5000
15	LED bulbs and tubes				10,000
16	Inverter and battery		20,0000	03 sets	60,000
18	Internet Modem		2,000	04	8,000
	CCTV Camera	Complete set with 8 cameras and wireless lAN			25,000
17	Miscellaneous				30,000
TOTAL	1,565,000

Hiring Process and Pre-inauguration Marketing

Sl No.	Particulars	Cost
1	Hiring advertising	7,000
2	Pre-inauguration Marketing for courses	20,000
3	Pre-inauguration Marketing for services	30,000
4	Miscellaneous	4,000
TOTAL	61,000

Total Set-up Cost: A+B+C+D =  Rs 2,026,000 + Additional fund Rs 400,0000 = Rs 2,426,000

Monthly Expenditure Required (Minimum)

1. Man Power Requirement and Budget (Monthly)

Sl No.	Job Title	Qualification	Experience	Responsibility	Nos.	Monthly Salary	Total
1	Senior Manager/ Admin	MCA/MBA/PGDBA with proven record in web development/app development/digital marketing as well as in leadership	Min 5 yrs	Executing the policy decision with overall management	01	45,000	45,000
2	Senior PHP Developer cum IT trainer	B.Tech/MCA/M.Sc. (IT) with proven record in handing large project and ability to teach	Min 3 yrs	Handing projects and providing training	01	30,0000	30,000
3	Senior Content, SEO and Google Specialist	B.Com/BBA/BCA with valid certification in the relevant specialization with proven record and ability to teach	Min 3 yrs	Handing projects and providing training	01	25,000	25,000
4	Junior Marketer	B.Com/BBA/BCA with valid certification in the relevant specialization	Fresher	Assisting to the senior specialists	01	15,000	15,000
5	Junior Developer	BCA/B.Sc. (IT)/B.Tech	Fresher	Assisting to the senior specialists	01	18,000	18,000
6	Office Assistant	Any graduate computer skills	Min 1 yr		01	10,000	10,000
7	Helper				01	6,000	6,0000
TOTAL	07	149,000	149,000

• Approximate Monthly Expenditure Excluding Salary and Marketing

Sl. No.	Specification	Cost
1	Rent	25,000
2	Electricity	10,000
3	Maintenance	5,000
4	Internet	3,000
5	Stationeries	6,000
6	Miscellaneous	6,000
TOTAL	55,000

• Monthly Marketing Budget (for first six months from the date of admission starts)

Sl. No.	Particulars	Budget
1	Content and SEO	30,000
2	Social Media	20,000
3	Google Ads	20,000
4	Email and SMS Marketing	10,000
TOTAL	80,000

Monthly Total = A+B+C = Rs 284,000

Note: This is a rough estimation

Cost Factors

• Set-up cost

Total set-up cost estimated	Set-up cost to should be recovered within	Month-wise set-up cost
2,446,000	15 months	163,067

• Monthly business value required for zero profit

Month-wise set-up cost	Monthly expenditure	Total
163,067	284,000	447,067

• Session-wise Batch numbers and Capacity

Weekdays batch duration	Numbers of batches per day	Single batch capacity	Total intake in a session
3 hours	02	20	02X20 = 40

• Total Monthly Cost per Learner

Institutional cost per a learner	Two Facebook certification cost per a learner	Three Google certification cost per a learner	Three Hubspot certification cost per a learner	Zeo Vskill certification cost per a learner	Minimum project cost per a learner	Total minimum cost
33,513	6,870	00	00	00	1,750	42,133

NOTE: Only 7.14% of the prospects are willing to invest such amount.

(CONTINUING…)