Impact of COVID-19 on Education as a Service

Abstract

COVID-19 pandemic has impacted a lot of industries and imposed upon world a life changing routine. Consumers grew conscious of their health and accustomed themselves to a digital work and life environment. One of the most affected industries was the education as a service sector. Educational institutions remained shut for a major part of the pandemic and both the education seekers and providers had to shift to online education mode in the absence of a well-established digital infrastructure and mental preparedness. A lot of edtech startups sprouted up during the pandemic attempting to fill up the white spaces as a result of abrupt shift to online world. In this paper, we attempt to analyse how these edtech startups have adapted their strategy to covid. We have come up with a generalizable framework to study the impact of external shock in form of covid on the education as a service sector. We mainly see the changes take place around their marketing / promotion strategy, ramping up of sales org teams to capitalize on the mushrooming demand and experimentation with pricing methods.