B2C
~5,000
Core subscribers
Website and direct acquisition. Steady, but slow to scale.
OYLA.
India
A 12-month
growth proposal
growth proposal
Subscriber growth plan
5,000 →
30,000
12-Month Subscriber Growth Plan Across B2C, Schools & Corporate.
Prepared by Wife, for OYLA India
Attn: Sunanda · 22 September 2026
01Where OYLA stands today
The product is strong. The growth system is not yet connected.
“Real science, explained properly. Screen-free, curiosity-driven learning that sits alongside the school curriculum and supports NEP 2020 objectives.”
Schools
100s
Readers per deal
Premium private and IPSC-network schools. The primary volume lever.
Corporate
New
Credibility engine
Partners subscribe and contribute content, as with SPEC. High-value, founder-led and manual.
What’s already built
01
Daily science-news portal
The always-on SEO engine
02
oyla.co.in
The direct selling site
03
OYLA Workbook
Screen-free companion platform at workbook.oyla.us
04
WhatsApp portal
The main engagement channel
05
Instagram @oylaindia
Rebuilt from zero after the prior account was disabled
06
Review programme
Ongoing subscriber and school proof
07
Corporate co-marketing
A proven format ready to productise
02The goal
A sixfold subscriber base in twelve months.
Schools carry the volume. Corporate carries credibility and content. B2C holds the base and drives renewals.
8K
Q1+3K
13K
Q2+5K
20K
Q3+7K
30K
Q4+10K
This is not expected from a single channel. The first job is setting realistic per-segment targets and the channel mix behind them.
+25,000
03Where we’re stuck
Six breaks in the growth chain.
Not a content deficit—a distribution, conversion and repeatability deficit.
GAP 01
No LinkedIn presence
Schools and corporates are decision-maker markets. OYLA needs a company page, a founder-level presence, a clear cadence and a working lead-generation motion.
GAP 02
Social rebuilt from zero
Losing the prior Instagram account erased a built audience. The answer is a social architecture across platforms—not simply a posting schedule.
GAP 03
Awareness lags quality
The product is credible and differentiated; most parents and schools in India still have not heard of OYLA.
GAP 04
Conversion, not only traffic
The online purchase funnel has measurable drop-off and paid-channel returns remain uneven.
GAP 05
No corporate outreach engine
The partnership model works, but remains founder-led. It needs a repeatable pitch, pipeline and process.
GAP 06
Content is not doing marketing work
Strong monthly editorial spans the magazine, portal and Workbook. Almost none of it converts into demand yet.
04The plan — by segment
Three markets. Three different jobs.
01 · Defend, renew, refer
Parents & Children
The steadiest lever, but the most expensive to scale through paid channels. Prioritise retention and referral over aggressive new-acquisition spend.
Channel focus
Instagram for discovery and brand warmth; WhatsApp for renewal and retention nudges; lifecycle email tied to subscription milestones; conversion work directly on oyla.co.in.
Messaging angle
Screen-free curiosity. Real science explained properly. The Workbook as a tangible, hands-on hook, backed by the existing review programme.
Target KPI
Renewal rate · Site-to-subscribe conversion · Directionally lower CAC than Schools or Corporate
05Priority one
LinkedIn becomes the front door to decision-makers.
One connected system at company and founder level—for authority, proof, outreach and measurable demand.
Five content pillars
- 01Real-science storytelling: behind the making of an issue
- 02NEP 2020 and curriculum alignment for Schools
- 03Corporate partner spotlight series
- 04Founder POV on screen-free learning
- 05Social proof from school and parent reviews
Days 1–30
Build
Company page and branding; founder profile optimisation; pillars finalised; case-study and story bank from existing wins.
Days 31–60
Activate
Consistent company + founder cadence; targeted outreach begins; first corporate partner case study published.
Days 61–90
Optimise
School decision-maker campaigns tested; lead-gen CTAs measured; pillars iterated from engagement data.
06Supporting workstreams
Build the connective tissue around the priority.
01
Social rebuild
Instagram-first architecture for discovery, warmth and proof.
02
Website funnel
Audit and improve conversion at every step on oyla.co.in.
03
Segment messaging
A parent, a principal and a CSR head need three different stories.
04
Editorial → marketing
A repeatable system that turns monthly editorial into demand.
07Content flywheel & growth loops
One great science story should do the work of ten pieces of content.
ONESTORYmany outcomes
Magazine
Science Portal
Instagram
WhatsApp
Workbook
LinkedIn
School Sales
Corporate Story
Worked example
“Why do we dream?”
One idea multiplies into a portal article, Instagram carousel, WhatsApp question, Workbook activity, LinkedIn post, parent acquisition ad, school sales hook and corporate conversation starter.
B2C
ContentDiscoverySubscribeEngagementSharing
Schools
CredibilityDiscoveryPilotPartnershipSubscribersCase study
Corporate
Science storyPartnershipContentCSR credibilityDistributionSubscribers
08What OYLA is asking Wife for
A clear mandate, built around six outcomes.
0112-month segment plan with KPIs
02LinkedIn strategy & execution—company + founder
03Social rebuild + content system
04Funnel and conversion optimisation on oyla.co.in
05Segment-specific messaging
06Recommended budget split with CAC per segment
Shareable now
WhatsApp portal access, website and product materials, content portal, Workbook platform, published reviews, segment structure and volume figures, and the target.
Under NDA
Pricing structures, partner contract terms, unit economics, named client agreements and internal financials.
09Indicative commercials
A transparent Year 1 planning framework.
All figures below are indicative. Media spend will follow once the segment plan and channel mix are agreed.
A · Monthly retainer
Strategy & management
| Item | Basis | Annual |
|---|---|---|
| Strategy & account management | 12 × ₹75,000/mo | ₹9,00,000 |
| LinkedIn management (company + founder) | 12 × ₹60,000/mo | ₹7,20,000 |
| Instagram community management & scheduling | 12 × ₹45,000/mo | ₹5,40,000 |
| Corporate outreach pipeline support | 12 × ₹40,000/mo | ₹4,80,000 |
| Reporting & optimisation | 12 × ₹20,000/mo | ₹2,40,000 |
Retainer subtotal₹28,80,000/year
B · Media spend
To follow once the segment plan and channel mix are agreed.
C · Production assets
Year 1 workstreams
C.1LinkedIn — Priority One₹6,17,500
| Item | Basis | Annual |
|---|---|---|
| Company page banner/profile assets | 1× one-time | ₹7,500 |
| Monthly organic post creative, design | 12×/mo | ₹1,80,000 |
| Leadership one-pager assets/carousels | 6× | ₹30,000 |
| Corporate partner case study video, 1–2 min | 2× | ₹4,00,000 |
Excludes strategy, page management, content calendar, community management and paid promotion.
C.2Social Rebuild — Instagram₹3,97,500
| Item | Basis | Annual |
|---|---|---|
| Profile/header refresh | 1× | ₹7,500 |
| Monthly feed creative | 12×/mo | ₹1,80,000 |
| Reels/animated short, up to 60s | 6× | ₹1,50,000 |
| Digital banner for campaign pushes | 4×/qtr | ₹60,000 |
Excludes ongoing community management, scheduling, engagement and paid social.
C.3Website Funnel & Conversion₹2,90,000
| Item | Basis | Annual |
|---|---|---|
| Landing page redesign | 2×/page | ₹2,00,000 |
| Conversion-focused emailer | 6×/campaign | ₹60,000 |
| Web banner/ad creative for funnel tests | 4×/qtr | ₹30,000 |
Excludes funnel/UX audit, A/B testing and analytics setup.
C.4Segment Messaging & Sales Enablement₹3,08,000
| Item | Basis | Annual |
|---|---|---|
| Schools sales deck, 1–20 slides | 1× | ₹90,000 |
| Corporate sales deck, 1–20 slides | 1× | ₹90,000 |
| Schools collateral brochure, 8–20 pages | 1× | ₹80,000 |
| B2C campaign leaflet, 2-pager | 4×/campaign | ₹48,000 |
C.5Adaptations, Iterations & Contingency₹35,000
| Item | Basis | Annual |
|---|---|---|
| Minor changes buffer, text/image edits | 10× revision batch | ₹35,000 |
Production subtotal (Year 1)₹16,48,000
Indicative Year 1 Total
Retainer + Production
Media spend to follow
₹45,28,000
Indicative CAC ranges
| B2C | ₹250–₹450 / subscriber | Blended organic + paid, renewal-weighted |
| Schools | ₹15,000–₹30,000 / agreement | Amortised across hundreds of readers per deal |
| Corporate | ₹40,000–₹75,000 / partnership | Reflects credibility and content value beyond subscription revenue |
These ranges assume media spend is shared separately and will be revisited once confirmed.
Commercial model · framework, not final numbers
Subscriber TargetRequired ConversionsRequired LeadsRequired ProspectsCACRequired Budget
Illustrative: 15,000 subscribers could come from 75 schools × 200 subscribers, or 150 schools × 100.
Production rates are sourced from Wife’s standard creative rate card. Retainer figures are indicative planning estimates. Pricing structures, partner terms and unit economics stay under NDA.
10Next steps
Align. Scope. Commit. Begin.
01
Align on segment KPIs and finalise the 12-month milestone plan
02
Confirm LinkedIn launch scope and cadence
03
Finalise budget and retainer scope under NDA
04
Agree kickoff timeline
The governing thought
OYLA does not have a content problem. It has a growth system problem.
The assets are already built. The job is connecting them into one engine.
Prepared by Wife Brand Communicators LLP.Return to cover