SBC 101 CASE-STUDY
IIT Delhi
Startup BaseCamp 101
IIT Delhi organises a program for capacity building of aspiring entrepreneurs. The program – Startup BaseCamp 101 is one of a kind program that aims to equip participants with the skills and mindset required to succeed in the startup ecosystem and high potential ventures.
Mission
Our mission was to build the cohort of participants who will benefit the most from this program and help each other also. The batch size was to be 50 and the fees was Rs. 60,000 (exclusive tax).

The Project
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s.
PUBLISHED
Digital Marketing
INDUSTRY
Education
SERVICES
Digital Marketing
CLIENT
DMS IIT delhi


Rules and Procedures :
To align every member in the team and keep everything in sync we made some rules and procedures. In our research and through our own experience we found that most applicants do not take admission because of lack of information and not being able to find the answers about the most relevant queries. So our Rule of Thumb was in fact related to the applicant’s experience – no queries should be left unanswered.
Communication :
It was after we made our Rule of Thumb that we understood how important and relevant it was to identify the communication channels and the points of communication. We had kept every possible channel open – Website form & chat, WhatsApp, Email, Calls and Messages. We made sure that it was really easy for anyone to reach out to us and one of the team member is available to answer the queries.
IIT Delhi :
When IIT Delhi is a client then things change drastically. For the same kind of project for a private institute have meant focussing on generating leads but for IIT it was managing those leads. Plus as a government institute they have their own rules, processes and restrictions which we had to follow and still make things work as planned.
Admission Funnel :
Selecting the right funnel was really difficult here, the funnel and selection process had to be designed in such a way that we have the aware & informed candidates applying for the program and still have a good number to select the right ones
CRM and Automation :
Once we had the funnel identified then the second step was to make sure we could identify the status of each candidates easily and even find out the interest level for them to follow up the right candidates. We had setup a CRM system in place for that and we made sure each activity by any team member was logged into the system. Many activities, communication and status change were automated so that there is absolutely no chance of error.
Weekly Assessment and Reports :
The number of application were huge and the process was long so we had a weekly meeting with the IIT team to discuss the next set of actions. We kept the stats and reports ready to have a productive discussion on the progress.
Marketing Collateral :
The collateral was the first point of communication for the candidates and we wanted every information to be provided there. The collaterals that were designed were – website, brochure, emails, selection & admission letter, Certificate and ad creatives. All the collateral were designed to be minimalistic and simple so that anyone could understand it. And finally, we made sure we were approachable by providing details of every communication channel in each of them
Engagement and Follow up :
To selection process was a bit long to make selected the right participants but that meant candidates might just lose the interest. It was necessary to keep them engaged and have constant talks and follow-ups with them.



Result
The whole process was completely based on the stats and data that we collected at each point and taking the right steps at the right time helped us to get the right candidates for the program in the given time. In the end we were able to select 60 participants that matched our expectation and the batch size had to be increased. That did mean a lot of back end work for the IIT team - arranging classes, including new mentors etc and kudos to them for working towards it.