Strategi Pemasaran Perusahaan Start-Up Pada Bidang Pendidikan Di Cv. Big Edu Indonesia

Abstract

The development of startups in Indonesia seems to be quite rapid and has expanded equally to all regions in Indonesia. However, startups in the Edutech field do not appear to exist as startups in the E-commerce field. This has its challenges for Indonesia. There is a startup company Edutech that is unique, which is engaged in research, namely CV. Big Edu Indonesia. This study aims to answer three questions, namely: how is the business model of CV. Big Edu Indonesia, how is the marketing strategy, and how is the impact on the number of customers. This study uses a qualitative descriptive approach, Miles and Huberman's analysis, with in-depth interview techniques. CV. Big Edu Indonesia has research and school consulting services, and there is a Research Plan Book product. The strategies used are: Loading marketing content in Instagram, LinkedIn, and Blogs; Opening volunteers in several areas; Organizing Student Ambassadors in various regions; Building the Big Edu Project community on WhatsApp and Facebook; Holding online discussions every month by inviting reliable speakers; and conducting short training in schools. The impact of this strategy is that it can increase the number of online discussion participants. ABSTRAKPerkembangan startup di Indonesia cukup pesat dan telah berkembang secara merata ke seluruh daerah di Indonesia. Akan tetapi, startup yang dibidang edutech tampak tidak se-eksis startup e-commerce. Hal ini memiliki tantangan tersendiri bagi Indonesia. Terdapat perusahaan startup edutech yang cukup unik, yang bergerak dibidang riset, yaitu CV. Big Edu Indonesia. Penelitian ini bertujuan untuk menjawab tiga pertanyaan, yaitu: bagaimanakah model bisnis CV. Big Edu Indonesia, bagaimana strategi marketing CV. Big Edu Indonesia, dan bagaimana dampaknya terhadap jumlah pelanggan. Penelitian ini menggunakan pendekatan deskriptif kualitatif, analisis Miles dan Huberman, dengan teknik wawancara mendalam. CV. Big Edu Indonesia memiliki layanan konsultasi riset dan sekolah, serta terdapat produk Research Plan Book. Adapun strategi yang digunakan yaitu: membuat konten marketing di Instagram, LinkedIn, dan Blog; membuka volunteer di beberapa daerah; mengadakan student ambassador yang berada diberbagai daerah; membangun komunitas Big Edu Project di WhatsApp dan Facebook; mengadakan diskusi online setiap bulan dengan mengundang pembicara handal; dan melakukan pelatihan singkat di sekolah-sekolah. Dampak dari strategi tersebut yaitu dapat meningkatkan jumlah peserta diskusi online.