MKT505 Case Study: Analyzing Wade7.com's USP and Market Segments

This case study analyzes Wade7.com, an education startup that aims to make mathematics interesting for students through storytelling. The assignment examines the company's Unique Selling Proposition (USP) and its evolution over time, proposing a revised USP centered on making students 'addicted' to learning math through storytelling. It identifies the target market as secondary school students and suggests potential market segment expansions, including courses for elementary and college students, and partnerships with schools. The analysis includes two consumer personas: Khalid, a secondary school student with a fear of math, and Maria, a college student seeking help with math for engineering studies. The case study highlights the opportunities in the Saudi Arabian market and references relevant literature on competitive entrepreneurship and market segmentation.

Mkt505
Wade7.com assignment
Student ID : 170048

Introduction
Case study “innovatively educating future” is about the journey of education entrepreneurship of
Wesam Yaghmour with a creative idea of making students learn mathematics through story
telling. This case study talks about the startup, failures and marketing research and strategies
made to bring the dream of innovation in education in reality.
Q 1) Is the USP of this startup business clear and consistent over time? What would you
propose as the USP at the current business stage?
Unique selling proposition(USP) of Wade.7Com initially is clear by the case study “making
maths interesting through story telling”. USP or the unique selling point is the statement for
selling or promoting product or service and competitive advantage is the differentiation factor of
the company from the competitors (McCracken, 2014). There was no clear consistent of USP
over time, it changed to making Math interesting by using engaging examples and informal peer-
to-peer language.
In 2017 wade.7com had six full maths courses available for secondary school students, a
network of teachers and partners and loyal customers now the challenge in front of them was to
rethink the strategy to take the wade.7com to the next horizon for this company need to bring in
new differentiation or competitive advantage in quality of the content and method of deliver the
content. The propose USP of the company could be “wade 7.com don’t teach maths but makes
students understands concepts by storytelling, so that students get addicted to learning” as this is
one of the most unique concept to teach mathematics and create or develop interest in the
subject.

Q2) What are the market segments targeted by Wade7.com? Are there other
market segments the founding team has not considered?
Market segment targeted by Wade7.com are the students of secondary school students.
Wade7.com can surely expand its market segmentation by planning expansion of courses offered
for example can provide lectures and materials for universities or college student or to students
in elementary school. In addition, Wade7.com can expand its market segmentation by offering
the courses in different language. By the expansion of courses for both elementary and college
level students it can truly increase the customer base company can also do tie ups with schools
for assisting the school teachers in bringing innovations in teaching,
As per the recent economist report Saudi Arabia has poor science and maths teaching skills
(Jiffary, 2017). This brings the biggest opportunity for wade 7.com to leverage the market and
reach to the heights of education business in the region and help the students of the region to
fulfill their aspirations.

Consumer Personas 1
This is the consumer persona of existing target segment of the company, as company is
targeting the secondary school students. Under this consumer persona Khalid who is 16 years old
student of Secondary is looking forward for learning mathematics in innovative way. He has
strong mathematics fear and his exams are also approaching one of his fellow student suggested
him.

Khalid is attracted towards the wade 7.com due to its USP of teaching mathematics in unique
way and getting concepts clear as the student has the fear of mathematics he is ready to invest
amount in order to get strong understanding and prepare for his approaching exam.

Customer Persona 2
This consumer persona is about the candidate Maria who want to pursue higher study for the
engineering, she is studding in the first year of college and looking forward for engineering
studies, looking forward for help in maths and science for the entrance exam, she wants strong
conceptual knowledge but she gas less time to devote for studies as she is doing part time job.

She want to learn maths in innovative way so that by devoting less time also she can gain the
conceptual knowledge.
As

References
Farinha, C & Luis, M. (2015). Handbook of research on global competitive entrepreneurship,
IGI Global.
Jiffary, F. (2017). Saudi schools lack quality science and math teaching’, Arab News available
on http://www.arabnews.com/news/458491 (access on 6 Oct 2017)
McCracken, D. (2014). Competitive Advantages and Unique Selling Points, available on
http://davidmccrackenseo.com/competive-advantages-unique-selling-points/ (access on 6
Oct 2017)
McCracken, D. (2014). Competitive Advantages and Unique Selling Points, available on
http://davidmccrackenseo.com/competive-advantages-unique-selling-points/(accessed on
6 OCT 2017
Weinstin, A. (2004). Handbook of market segmentation, Psychology press.