A plan for the Senior PM, Education brief: bring the existing programmes onto one platform, take the vertical into a new area, and earn revenue in the first season.
On UP Board result day, give every Class 12 student and parent a free Hindi plan for what comes next (courses, exams, scholarships and verified colleges), and charge colleges only for enquiries made with consent (a verified parent's, for students under 18). Build it on one student profile shared with the olympiad, scholarship and workshop programmes.
Class 12 pass-outs in UP's district towns and their parents, mostly Hindi-medium, on a phone, on the day the result comes out. The payer is the college.
Relatives, a teacher, the local coaching centre, print admission ads and admission agents, who are often paid by colleges. Online, the big aggregators are English-first.
About 21 lakh UP Board Class 12 pass-outs every year, before counting CBSE students in UP or the other five states where Amar Ujala publishes.
Because Amar Ujala already has the three things competitors pay for: the audience at the right moment, trust, and a sales channel to colleges.
Colleges, yes: they already do. Students and parents use it free; a small paid counselling call is a test, not a pillar.
Result day ends at the marksheet. A Hindi-medium family has no trusted, neutral place that turns "I passed" into a safe admission decision with the parent involved, so the most important spending decision of a child's education is made on ads, agents and guesswork.
Dated against the next UP Board results (usually late April), assuming I join in December 2026. Each phase ends in a gate: go, shrink or stop.
| Type | Metric |
|---|---|
| North star | Families who sent at least one consented enquiry |
| Input | Plan starts from the results page; plan completion rate; consent rate |
| Quality | Share of enquiries called within 48 hours; enquiries that became admissions (reported by colleges) |
| Revenue | Enquiries billed; season bundles sold; college renewal rate |
| Guardrails | Upheld complaints; consent withdrawals; share of screens that are sponsored |
| Risk | Mitigation |
|---|---|
| Children's data (DPDP Act and Rules) | Age check first; adult students consent themselves; for under-18s, verifiable parent consent (for example DigiLocker or an age token, as the Rules allow), minimum fields and withdrawal at any time. No behavioural tracking of children and no targeted ads: everyone with the same answers sees the same list. Legal review from month 1. |
| Ad desk sells to the colleges editorial calls verified | Verification is done by the product team from public regulator lists and is never sold; paying only adds a visible label; editorial owns the listing rules. |
| Enquiry fees eat into print ad spend | Sell enquiries as an add-on to the print bundle and track each education advertiser's total spend, not just enquiries. |
| Bad or outdated college data | Start with three zones; colleges must pass a recognition check before going live; students can report errors. |
| Revenue packed into April to July | Class 10 stream choice and olympiad profiles spread the year; bundles booked in advance. |
| Competitors add Hindi | Distribution is the moat: result day, print and partner schools are hard to copy. |
| Admission agents push back | Agents can register as counsellors under the same rules, or stay outside the product. |