India Online BUSINESS PLAN TRANSACTION SNAPSHOT India Online

India Online BUSINESS PLAN

TRANSACTION SNAPSHOT India Online is a market place (tab application) for students, focused on aggregating educational content & mock tests for national & other state exams. Business Model Students can log-in and buy specific test packages relevant to their exam. The application also features national level benchmarking, detailed post test analysis and custom test creation for practicing specific sections of an exam India Online CAT IIT-JEE CPMT IAS AIEEE BANK PO RAILWAYS NDA Coaching Institutions or Business Associates (BA)will upload questions pertaining to different exams. With their customized BA dashboard they can create, manage and price test packages for students. India Online will offer this application free to students and will earn a 20 -30% margin on each transaction Coaching Institutions Student Acquisition and Projected Revenues 2014 CONFIDENTIAL & CLASSIFIED Funding Requirement The company plans to raise $ 500 k over FY 2014 and FY 2015. The funds will be utilized towards • Investment in IT Infrastructure • Funding initial business operations • National brand building . 13 mn 120 Lac 2015 1. 4 mn 1200 Lacs 2017 3. 7 mn 6. 4 mn 3000 Lacs Students Transacting on the Platform www. goodly. co. in 2016 5500 Lacs Approx Revenues in Lacs 2

COMPANY OVERVIEW India Online is a project launched by Info Solutions Pvt Ltd, an IT Company based out in Main City, started in year 2006 Company Snapshot Started Delivering IT Solutions Won mobile application project for Procter & Gambler Offshore delivery center in Hyderabad & Main City Developed & Patented applications for diabetic care Graph not accurately scaled to time 2007 -09 2010 2011 2012 2013 2014 Financial Years Started a business office Houston & Seattle Started developing mobile apps & games Ventured into animation domain CONFIDENTIAL & CLASSIFIED Share-Holding Pattern (India Online) 80% Directors India Online Concept Initiated. Launching Early Dec 2013 20% Parent Company Mr A Relatives Mr B 5% 5% “Post fund infusion ‘Advisory Investment Bank’ will hold 20 % of the total paid up capital in this project. ” www. goodly. co. in 3

MARKET OVERVIEW Exam Applicants - Currently Addressed Market CAT - The number of applicants for CAT in 2013 dipped to a five-year low 1. 96 Lac JEE - Registered highest ever registrations for the JEE 2013 exams 14 Lacs AIEEE - The number of applicants in AIEEE-2012 were 1. 3 million, in 2011 - 1. 1 million CONFIDENTIAL & CLASSIFIED Tablet Market In India 13 Lacs GATE - A total of 12, 00, 728 candidates registered for GATE 2013 and 9, 84, 855 candidates appeared for the exam ~12 Lacs BANK PO - 7, 51, 032 candidates appeared for bank PO exam on June 17, 2012 ~7. 5 Lacs Other State Exams – The targets to cater another 5 lac candidates for miscellaneous state exams Tab Sales (Lacs) 3. 6 19 2011 2013 The Indian tablet market size 33% CAGR 7. 3 Mn Units forecasted growth rate for TAB sales till Expected to be 2018 sold by 2016 Market Share (2012) ~5 Lacs 56. 5% 22. 5% 12. 8% Total Target Students $2 bn ~52 Lacs www. goodly. co. in 6. 2% 1. 9% The Indian Tablet market is buoyed by growing preference for tablets in education and enterprise sectors, according to a global research firm Tech. Sci Research It is also expected that most sales will come from Tier 1 cities, although the Tier 2 cities are also in the race for tablets Samsung Apple RIM HCL Others 4

REVENUE Revenue Snapshot (in lacs) Total 116 [VALUE] 2014 Revenue Channels • One time registrations from coaching institutes- Institutions from top 20 cities can manage and price their content inventory from their customized dashboard. The company is aggressively offering the platform free to the institutes pre-launch. Post launch it will bag an average one time revenue of INR 250 k from each institute • Dedicated student transactions from coaching institutes- Since the coaching institutes will be managing all their inventory via a unified platform, we are expecting nearly 40% of the student force will make online transactions for content buying. The average annual cart size for Tier 1 and Tier 2 cities students is estimated at INR 1500 and INR 1000 • Open Platform Transactions – This application is freely available students PAN India. Students can transact and download content from any coaching institute for any national or state level exams. [VALUE] 2015 1218 325527 [VALUE] 1192 2016 3073 1441 [VALUE] 2027 2017 5518 3388 [VALUE] One Time Registrations Student from Institutes Students PAN India Revenue Model Coaching Institutions Students Acquired FY 2014 Students Transacting on India Online Student base of ~55 lacs. Weighted Average acquisition 1. 35% 75 k ` CONFIDENTIAL & CLASSIFIED India Online 30% Revenue Split ` 70% Students Acquired FY 2017 www. goodly. co. in Student base of ~73 lacs. Weighted Average acquisition ~15 % 1 mn + 5

CUSTOMER ACQUISITION & TRACTION Top 20 Cities for Launch Chennai Chandigarh Allahabad Nagpur Pune NCR Aligarh Banaras Raipur Hyderabad Gaziabad Lucknow Jhansi Kolkata Cochin Agra Kanpur Main City Mumbai Bangalore CONFIDENTIAL & CLASSIFIED Coaching Institutions Currently tied up with 20 Institutes With a student base of 60 k Open Market Plans to reach 1. 1 mn • The launch of the application (& institute tie ups) will be in top 20 education hubs of India. • The company is planning to reach to a total of ~90 institutes in the test prep segment for 7 major national and state level exams • The company has already tied up with 20 institutes in Main City (majority), Chandigarh and Bangalore. Some of the key clients with a student base of ~20 k include o The Academy – Mumbai o Coaching Classes – Main City • The company will go for a PAN India aggressive marketing plan to increase the student traction for its application active customers by 2017 www. goodly. co. in 6

BUSINESS OPERATIONS Sales & IT team As a % of Revenue 2014 • 2017 183% 12% IT team would comprise of development, testing and support professionals and will be optimized to 17 professionals by 2017 from a team size of 23 professionals in year 2014. Marketing efforts The company will also deploy nearly 5 -8 professional for HR and support functions INR 80 mn cost capitalized over 3 Yrs • Marketing is one of the key initiatives for customer acquisition. i. Compete plans to engage professional Media & PR company for round the year marketing efforts via a range of media vehicles. The estimated costs split of the period of next 3 years is ~INR 80 – 100 Mn Shopping allowances 9% 5% • Shopping Allowances- for boosting the buying traction on the platform, India Online plans to launch free credit points to entice users to make purchases. These cost of these credits will range between 15% reducing down to 5% of revenue by FY 2017 16% 1% • Servers and IT Infrastructure – Being a technology driven company, the company would also need to invest in setting up relevant IT infrastructure for the team. Initially the cost of such infrastructure will be ~15% dropping down to ~6% • Rent and Admin – With a plan of 2 offices being set up in Mumbai and Main City. The IT and back end will be managed from Main City and Mumbai offices will be a national frontend workplace for the sales team Servers & IT infrastructure CONFIDENTIAL & CLASSIFIED Team (Sales) The company plans to hire senior and middle level sales professionals for reaching out to Institutions for tie ups. The pilot team of ~20 sales professional will reach ~30 professionals by year 2017. Rent & admin 48% 2% www. goodly. co. in 7

KEY FEATURES & USPs For Business Associates • Ready Platform to manage their IT setup – In the 1 st phase, the company is reaching out to all Tier 2 institutions with a major benefit of centralizing their content inventory in a centralized, IT oriented market place (i. e. India Online application). In the 2 nd phase the company will reach out to Tier 1 institutions will the benefit of reaching out to a larger customer base gathered on the platform from Tier 2 institutions • Automated dashboards for managing their inventory – The Business Associates can self manage their content inventory via an automated dashboard. The dashboards allow them to o Upload the Content o Create, Manage & Price the Products o Track Sales of Products • Enhanced market reach for the business associates – The business associates (in a brick and mortar format) have a major benefit of reaching out to mass audience in a market place (India Online application) for education industry CONFIDENTIAL & CLASSIFIED For Students • National Level Benchmarking – Students can purchase and download the mock tests and can compete against millions of students on the platform. This enables them to benchmark their performance on a national level • Offline mode to practice papers – The purchases are stored in the application and can be access at any time, even under unavailability of internet. • A one stop shop for students for purchasing educational content - This application is positioned as a unified online market for educational content for students. Over a short period of time the company plans to add range of educational products across the value chain catering to all customer groups www. goodly. co. in 8

COMPETITIVE LANDSCAPE Udemy Concept: Udemy is a website that enables anyone to teach and learn online. Udemy is an open platform, so anyone can build an online course by posting videos, presentations, writing blog posts, or hosting live virtual classroom sessions. Business Model: Udemy makes money when instructors make money. It does a 20% revenue share with the instructors Edufire Concept: Edu. Fire is an online platform that connects teachers and students from all around the world. With edu. Fire, students have the ability to interact online with teachers and other students in a “live” learning environment. Classes are available in many subjects, ranging from language learning to test preparation to marketing. Supercool School CONFIDENTIAL & CLASSIFIED Concept: Supercool School allows individuals and organizations to build their next generation online school. The aim is to do for education what blogging has done for publishing - democratize and decentralize it! The backend allows users to create, customize and administer their school and the front end lets users create profiles, browse through classes, create class requests and participate in live online classrooms Mentor. Mob Concept: A free online learning platform that lets anyone create or take a course on any topic, from academic subjects to how-to guides. The courses are organized as “Learning Playlists” that include titles like “Obedience Training a Dog, ” “Mental Golf Game Tips, ” “How to Scrapbook: Supplies and Ideas, ” and “How to Home Brew Beer, ” among others. The site currently features some 300 Learning Playlists and the aggregated content is a mix of videos and text www. goodly. co. in 9

COMPETITIVE LANDSCAPE Knewton Concept: Knewton bills itself as an “adaptive learning platform” that aims to customize learning to the individual needs of each student. The platform uses algorithms to continually assess a student and determine his or her comprehension of a concept, progress, and vulnerabilities. When a student logs in, he can find his homework and review concepts taught in class that day, play educational games, and chat with classmates who are also logged in. Grockit Concept: Social network launched in 2007 for education and test preparation, announced Wednesday the launch of Grockit TV, a service that will produce a series of videos on test-prep and educational courses for live streaming or download. The live course set-up is fairly simple and easy for users to engage. Students log in to chat rooms while the instructor teaches the material, and moderators are available to answer any questions that students may have CONFIDENTIAL & CLASSIFIED MBS Direct It is one of the largest academic content aggregators in the world. They are the virtual bookstore for thousands of universities serving millions of students. In 2009 they purchased Xplana, a rich "personal learning space" platform. Now facutly can procure any of MBS Direct's content directly from within the Xplana environment, and student notes and tags are 'liquid' between online, offline, and tablet/phone app channels. www. goodly. co. in 10

FINANCIAL SNAPSHOT Revenue v/s EDITDA (Lacs) Income Statement (Lacs) 2014 2015 2016 2017 - One time Institute Registrations 50. 0 367. 0 440. 0 103. 0 - Student Transactions 14. 8 324. 9 1192. 0 2027. 2 - Open Market Transactions 50. 7 526. 6 1440. 9 3388. 0 115. 5 1218. 5 3072. 9 5518. 2 0% 955% 152% 80% (180. 4) 372. 0 1946. 0 4244. 7 -156% 31% 63% 77% (221. 6) 218. 8 1747. 6 4028. 3 -192% 18% 57% 73% (221. 6) 218. 8 1208. 5 2783. 6 -192% 18% 39% 50% Total Revenue for India Online Growth in Revenue EBITDA Margin CONFIDENTIAL & CLASSIFIED Comments EBIT • The company will be profitable in year 2015 • The revenues are expected to exceed INR 50 Crs by the 3 rd year of operations • Margin Economies of scale will effect the EBITDA Margin, soaring to ~75 % with PAT touching nearly 50% within 3 years of operations EBT Margin PAT Margin www. goodly. co. in 11

FUNDING INFUSION AND APPLICATION Funding Requirement (Lacs) Application of Funds (Lacs) 2014 CONFIDENTIAL & CLASSIFIED 2014 2015 2016 2017 2015 Total Comments • • • The company needs funds of INR 3 Crs to support the first 2 years of operations. In the 1 st year the funds will be utilized towards- Funding cash loss from operations, Investment in PAN India marketing activities, Investment in IT Infrastructure In the 2 nd year the funds will be utilized towards Investment in IT Infra. Since the company will be cash positive by the 2 nd year, investment in marketing will be taken care by internal accruals www. goodly. co. in 12

MANAGEMENT TEAM Mr Robin Troop (Director) CONFIDENTIAL & CLASSIFIED Mr Peter Andre (Director) - www. goodly. co. in 13

PAST TRANSACTIONS Company Investor Funding Knewton Founders Fund & Pearson, along with existing investors Accel Partners, Bessemer Venture Partners & First. Mark Capital $ 33. 0 mn Udemy Lightbank $ 1. 0 mn Super. Cool School Angel Funding CONFIDENTIAL & CLASSIFIED Edufire Battery Ventures along with Google Ad. Sense godfather Gokul Rajaram and Western Technology Investment participating www. goodly. co. in Details N/A Have raised a total of $16 mn $ 100 k N/A $ 1. 3 mn N/A 14

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