WhiteHat Jr Company Analysis

Part
01
of six
Part
01

WhiteHat Jr Company Analysis

WhiteHat Jr is a private company that was founded in 2018 by Karan Bajaj. The company currently has its headquarters in Mumbai, with an estimate of 51 to 200 employees. Additionally, the company is an educational company that teaches online coding to kids between 6 to 14 years.

WhiteHat jr — Overview

  • WhiteHat Jr is a private company with its headquarters in Mumbai MH. Karan Bajaj founded the company in 2018, and he is currently the CEO of the company. WhiteHat Jr operates in the education industry with an estimate of 51 to 200 employees.
  • The company was founded to "solve the number 1 gap in the global school system." According to the company, less than 1% of schools teach coding at the early stages; this results in a significant gap with the needs of the future. WhiteHat Jr targets kids from 6 to 14, empowering them with the fundamental skills of coding.
  • The educational company teaches online coding to kids to prep them for the future. According to the official LinkedIn profile, the last funding round on the 8th of September 2019 generated about $10 million from different investors, including Nexus Venture Partners and Omidyar Network.
  • The company has an annual recurring revenue of $15 million, with a monthly growth rate of 50%.

Product/Services

  • WhiteHat Jr offers services that are in 4 stages. The beginner stage, which is the first level, entails 8 to 144 classes with 3 classes per week. This stage aims at developing "computer games with logic and abstraction." The general pricing for this stage ranges from $249 to $3,999.
  • The second stage is the intermediate stage for grades 2 to 3. In this stage, kids are taught to deepen their understanding of number systems and are also encouraged to develop their reasoning. The intermediate stage specifically "builds advanced art and single-character games with code." General pricing is from $249 to $3,999.
  • Grades 4 to 6 participate in the advanced stage, which is the third stage. This stage aims at developing kids to build commercial-ready games and apps with a full UI/UX interface." In this stage, kids are taught complex maths, probability, and algebraic expressions. The pricing is also between $249 to $3,999.
  • The final stage, which is the professional stage, is for grades 7-9. The professional curriculum allows kids to "build full entrepreneur-ready games and apps with object-oriented code." General pricing for this stage is constant with other steps.

Customer Experience

  • WhitHat Jr's target audience is kids between the age of 6 to 14; this requires parental guidance. So far, reviews from parents and kids indicate positive experiences.
  • Amy Memon, a business executive and a mother, believed that the company's offering is an excellent experience for kids. Memon was quoted saying "the course is easily accessible from home with one on one instruction online. The curriculum is well-structured for all experience levels. My 10-year old had a blast creating her first app, and my 7-year old loves challenging activities in each class." Memon went further to recommend the lessons for kids to learn fundamental coding.
  • Garvit Sood, a 9-year old, stated, " WhiteHat Jr has changed my life. I want to build stuff every day." Venkat Raman Patnaik, a 6-year old, describes his lessons as exciting. He stated that " it was a magical feeling seeing his app work."
  • According to Bhamini Purandare, his 7-year old son enjoyed the class. Ms. Gauri Parulkar, who is an instructor, took out time to ensure that his son understood "the concepts in a playful manner. Additionally, She also suggested different pointers to work on."

Competitive Advantage

  • WhiteHat Jr offers live 1:1 classes at the comfort of homes for kids; these classes are taught by the "top 99.9th percentile of certified teachers." The company employs a rigorous "5-step teacher selection process" to ensure that its customer gets the top 0.01%, coding experts.
  • The educational company was created by the alumni of various reputable institutions, including Google, IIM Bangalore, and IIT Bombay.
  • Different stages such as beginner, intermediate, advanced, and professional levels are offered to accommodate all kids, both kids with prior knowledge and no knowledge of coding.
  • The company boasts of proven results such as over 75% improvement in math and logic, transformed abstract thinking, strength, and confidence.

Value Proposition

  • The company value proposes to empower generations of kids to be creators in the future of creators versus consumers of technology. According to WhiteHat Jr, in 2030, artificial intelligence and robotics would have a significant impact on the world, and it promises to empower kids to have the upper hand in the coming future. The company looks to achieve this by teaching the fundamentals of coding, logic, sequence, structure, and algorithmic thinking. These basic skills would, in turn, generate outcomes such as websites and animations.

Lesson Description

  • A typical lesson entails constant communication between the instructor and the kid. The instructor directs and encourages the kid to tackle the different challenges. Additionally, the lesson requires a laptop or desktop with a camera, microphone, google chrome extension, and a high-speed internet connection.
  • Guidance and monitoring from parents are occasionally needed. Parents are required to assist their kids when the need arises.

Research Strategy

To carry out this research, we searched through the company's website, LinkedIn profile, and trusted media sites. We were hoping to locate information such as the company's value proposition, competitive advantage, product/service offering, and lesson description. Through this search method, we were able to locate the information needed. Screenshots/videos to show what a typical lesson looks like was unavailable. During our search through the company's website, we discovered that lessons involved creating and signing in to a paid account with an instructor. The research team got creative and searched through consumer review sites and the company's social media platforms. We were hoping to identify any review from customers that included a video description or pictures. Through this search method, we were able to identify 2 videos. The first and second included a short compilation of students' in lessons with their instructors. However, these videos offered very little detail into what a typical lesson looks like; screenshots/pictures were unavailable.

Part
02
of six
Part
02

WhiteHat Jr Press Coverage

Some recent news articles/publications about WhiteHat Jr include Inc42, The Telegraph India, Express Computer, Business Insider India, Economic Times India, and Your Story.

1. Inc42

  • Date of Publication: 27th January 2020.
  • The article highlights the future plans of WhiteHat Jr, which include taking its codding curriculum to schools, start enrolling children over 14 years, and expanding beyond the Indian market to Southeast Asia and North America regions. Additionally, Inc42 explains that WhiteHat Jr has a $15 million ARR and a monthly growth rate of 50%.

2. The Telegraph India

3. Express Computer

  • Date of Publication: 19th December 2019.
  • This article explains in-depth how WhiteHat Jr is planning to introduce AI and robotics coding curriculum to schools across India. It will collaborate with schools in three different models; licensing their curriculum to schools and training teachers, improving schools' existing computer labs, and forming post-school coding clubs.

4. Business Insider India

  • Date of Publication: 19th November 2019.
  • The article majorly talks about the achievements and future plans of WhiteHat Jr. The company claims to be in a stable financial position due to funding, and its plans to explore the global markets in the near future. This is because the platform has been well-received in India, and it is not facing any competition.

5. Economic Times India

  • Date of Publication: 11th September 2019.
  • This article shows the achievement WhiteHat Jr has achieved when it comes to its online classes. It claims its online lessons are via 1:1 live to make sure every student understands the concept. Also, it conducts over 1,000 classes per day while having a daily waitlist of 500 students.
  • Further, the article states that the company plans to use its funds to improve the platform, expand the course curriculum, and attract more consumers.

6. Your Story

  • The article talks about how WhiteHat Jr has helped various kids aged 6-14 in India learn how to code. It also gives examples of the kids who have already created apps through the WhiteHat Jr online platform to help society. According to Karan Bajaj, Founder and CEO of WhiteHat Jr, the company is not facing any different challenges compared to what other startups face.

Part
03
of six
Part
03

WhiteHat Jr Competitive Analysis

WhiteHat Junior's top 3 competitors are Coding With Kids, Camp K12, and Tynker. These companies were identified as WhiteHat's leading competitors based on the number of students that have been taught as well as the similarity in course content.

Coding With Kids

  • This company is based in Redmond, WA, and has offered online classes in computer programming since 2018. An exact number for its enrolled students was not available, but the company notes that its numbers have grown to thousands across the United States. This number and its area of focus would qualify Coding With Kids as one of WhiteHat Junior's top competitors.
  • Coding With Kids' curriculum is geared towards children in the 7-14 age group and so targets the same students as WhiteHat Junior. While it doesn't have the same 1:1 format as WhiteHat, each instructor only has six students at a given time.
  • The curriculum is broken into categories based on the students' age and level of experience, with each level consisting of 8 weeks' worth of classes. At level one, students are expected to cover topics like vector graphics, basic debugging techniques, and program design. Those who have made it to level six will learn about areas like web applications, algorithm design, and the creation of multi-player games.

Camp K12

  • Located in India, Camp K12 focuses on teaching coding to children worldwide. Its online courses are designed for children 6-18, which puts it in a similar target market as WhiteHat Junior. The company does not detail its current student cohort, but notes that it has taught over 100,000 students since its inception in 2010. It's also worth noting that thousands of students have taken the individual online courses. This would mark Camp K12 as one of WhiteHat's top competitors.
  • Camp K12's courses are listed individually and vary in the time it takes to complete them. They are separated according to the age group of the students. While the online learning environment has a group format, students can switch to a 1:1 interaction with the instructor when needed. Like WhiteHat, Camp K12 offers free trials for its courses.
  • A few of the topics offered include mobile app development, artificial intelligence, and game programming, which is similar to WhiteHat's curriculum. Potential students can also examine projects from those who are enrolled in the company's courses. Some current projects deal with mobile apps, games, and virtual reality.

Tynker

  • This US-based company offers online coding courses to children from the age of 5 to those who are 14 and over. This is also the target age range of WhiteHat Junior. Tynker doesn't give a current number for those taking its courses, but states that it has taught over 60 million children worldwide. Based on the preceding information, Tynker could be considered as one of WhiteHat's top competitors.
  • Its courses are self-paced, which means it wouldn't have the same instructor-led learning environment at WhiteHat. However, there are monthly assessments and a built-in tutor. The courses are broken out into age-based categories, which are further segregated from beginner to advanced levels. There are over 3,700 learning modules in total.
  • A few of the topics that are covered in Tynker's courses are mobile applications, coding languages, and website building. This is also similar to WhiteHat's stated curriculum.
Part
04
of six
Part
04

Karan Bajaj

Karan Bajaj is the founder and current chief executive at WhiteHat Jr. He has four publications relating to meditation, yoga, writing, and passions and dharma.

Work experience

Publications

Personal Interests

Professional Interests

  • As a professional, Mr. Karan founded WhiteHat Jr. An "Edtech startup helps children between the age of 6 and 14 build market-ready apps, games, and animations online by using the fundamentals of coding."
  • He is passionate about the idea of educating children from an early stage and imbibe in them the spirit of creation.
  • Mr. Karan is also a professional writer with four publications focusing on learning to write a book and learning the act of meditation.
  • Two of his novels, Johnny Gone Down and Keep off the Grass, were the number one bestsellers in India.

Website/Social Media Presence

Guest Appearances



Part
05
of six
Part
05

Kids Coding Education: India

Coding education in India is part of a nascent but rapidly growing education technology (edtech) market in India. While there are no public numbers attempting to quantify this segment of edtech field, there are outlets that have attempted to estimate the size of India's edtech market. There are also numerous examples of this being a market with much potential.

India's Edtech Market

  • A 2016 KPMG report projected Inda's edtech market to reach $1.96 billion by 2021.
  • According to ReseachandMarkets.com, the nascent Indian online education market is expected to reach $18 billion by 2022, growing $9.52 billion between 2017 and then.
  • Business Insider India estimates that the market for supplementary education in India is potentially as large as $15 billion.
  • According to Gaurav Marya, Chairman of Franchise India Group, "Coding schools are one of the most emerging franchise trends in 2019. Coding schools are at a nascent stage in India, but they are registering a strong growth rate indicating great future potential."

Examples of Growth and Success

  • Founded in 2015, Bengaluru-based Modo Edulabs teaches coding and robotics to children grades K-12 through an online platform.
  • Founded in 2018, Mumbai-based WhiteHat Jr. is an edtech platform that teaches coding to six to 14 year old children. With $10 million in funding as of January 2020, WhiteHat Jr.'s key investors include Nexus Venture Partners, Omidyar Network India and Owl Ventures.
  • WhiteHat Jr. claims to have about 8,000 students and $15 million in annual revenue with a 50% monthly growth rate.
  • Its founder estimates WhiteHat Jr.'s target market size to be about $25 million in India, figuring the country has about 9 million children in its target age group with access to the internet.
  • Bengaluru-based startup Wizclub teaches coding to children as young as six and has over 150 locations teaching over 3,000 children. As of January 2020, it had a total of ₹9 crore (or $1.2 million) in funding.
  • Leaplearner International has a global network of over one million students covering 20 countries, learning coding, artificial intelligence and robotics, among other things. It recently launched LeapLearner India and already had registered 1,500 students aged 5-14 years prior to launch.
  • Started in the U.S. in 2013, Coding with Kids recently launched its service, providing coding lessons to children ages 5-18, to India.

Research Strategy

Aside from standard Internet searches, we scoured online trade publications and government sites to shed light on the size of this particular market segment but were only able to come up with figures for the broader edtech market.



Part
06
of six
Part
06

Kids Coding Education: US

Introduction & Research Strategy

The U.S. market size for youth coding education in the U.S. was determined in terms of the total number of students receiving this education. This information is broken down by both age and gender. The data to determine this market size was located via research reports published by major coding education systems that market their products directly to students in grades K-12. This includes organizations such as Code.org and Scratch. Additionally, a study from Gallup was used to identify the percentage of students in the U.S. that are receiving computer science education in any format. From there, the total number of students in grades K-12 in the U.S. was located so as to better understand what percentage these students made up. Finally, a breakdown of the total number of students was provided in terms of age and gender based on the users identified using Scratch, as that program provider had data regarding the ages of their users.


U.S. Youth Coding Education Market Size

  • According to both data collected by Code.org — a leading provider of youth coding education — and Gallup in 2016, approximately 40% of K-12 schools in the U.S. offer computer science classes to students.
  • As per EducationData.org, which gathers data from the National Center for Education Statistics (NCES) and the World Bank, there were approximately 56.6 million students enrolled in grades K-12 in the U.S. in 2019.
  • This means that, on average, there are around 22.64 million students in the U.S. that are receiving computer science education.
    • Calculation: [56,600,000 U.S. students in grades K-12] * [40% offered computer science courses] = 22,640,000 students in grades K-12 receiving computer science education in the U.S.
  • Furthermore, approximately 15.2 million students in the U.S. were enrolled in high school (grades 9-12) in 2019. According to the 2019 State of Computer Science Education report published in conjunction with the Code.org Advocacy Coalition, around 45% of high schools in the U.S. teach computer science to their students. This means that about 6.84 million of these students are learning computer science.
    • Calculation: [15,200,000 U.S. students in grades 9-12] * [45% receiving computer science education] = 6,840,000 students in grades 9-12 receiving computer science education in the U.S.

Potential Market Breakdown by Age

  • Scratch has a total of 54,894,523 users on their coding platform. They provided the age distribution of the number of users that they have on their platform, making the percentage of users by age as follows:
  • Based on these percentages, it can be calculated that for the 22,640,000 students in the U.S. between grades K-12 that are receiving computer science education, the age breakdown would be as follows:
    • 4 years old: [22,640,000 students] * [0.17%] = 38,488 students age 4 receiving coding education in the U.S.
    • 5 years old: [22,640,000 students] * [0.21%] = 47,544 students age 5 receiving coding education in the U.S.
    • 6 years old: [22,640,000 students] * [0.37%] = 83,768 students age 6 receiving coding education in the U.S.
    • 7 years old: [22,640,000 students] * [0.87%] = 196,968 students age 7 receiving coding education in the U.S.
    • 8 years old: [22,640,000 students] * [2.32%] = 525,248 students age 8 receiving coding education in the U.S.
    • 9 years old: [22,640,000 students] * [4.11%] = 930,504 students age 9 receiving coding education in the U.S.
    • 10 years old: [22,640,000 students] * [6.51%] = 1,473,864 students age 10 receiving coding education in the U.S.
    • 11 years old: [22,640,000 students] * [8.34%] = 1,888,176 students age 11 receiving coding education in the U.S.
    • 12 years old: [22,640,000 students] * [8.91%] = 2,017,224 students age 12 receiving coding education in the U.S.
    • 13 years old: [22,640,000 students] * [7.88%] = 1,784,032 students age 13 receiving coding education in the U.S.
    • 14 years old: [22,640,000 students] * [6.00%] = 1,358,400 students age 14 receiving coding education in the U.S.
    • 15 years old: [22,640,000 students] * [4.75%] = 1,075,400 students age 15 receiving coding education in the U.S.
    • 16 years old: [22,640,000 students] * [4.76%] = 1,077,664 students age 16 receiving coding education in the U.S.
    • 17 years old: [22,640,000 students] * [3.24%] = 733,536 students age 17 receiving coding education in the U.S.
    • 18 years old: [22,640,000 students] * [4.82%] = 1,091,248 students age 18 receiving coding education in the U.S.

Potential Market Breakdown by Gender

  • According to Code.org's 2015-2016 Evaluation Summary Report, 44% of their members are female. This means that the remaining 56% are males.
  • With this in mind, of the 22,640,000 students in grades K-12 receiving coding education in the U.S., approximately
    • Calculation: [22,640,000] * [44% female] = 9,961,600 female students in grades K-12 in the U.S. receiving coding education
    • Calculation: [22,640,000] * [56% female] = 12,678,400 male students in grades K-12 in the U.S. receiving coding education
Sources
Sources

From Part 06
Quotes
  • "Age Distribution of New Scratchers: - 4 years: 93,378 users - 5 years: 114,527 users - 6 years: 204,185 users - 7 years: 479,393 users - 8 years: 1,271,188 users - 9 years: 2,255,630 users - 10 years: 3,571,817 users - 11 years: 4,588,361 users - 12 years: 4,892,136 users - 13 years: 4,324,962 users - 14 years: 3,294,747 users - 15 years: 2,606,149 users - 16 years: 2,615,234 users - 17 years: 1,776,930 users - 18 years: 2,646,094 users"
  • "54,894,523 users registered"
Quotes
  • "40% of U.S. students have accounts on Code.org"
Quotes
  • "2015-2016: 7.3M new students, 44% female"
  • "Number of students engaging with Code.org's Computer Science Fundamentals 2015-2016: 4,400,000"
  • "Number of K-5 students engaging with Code.org's Computer Science Fundamentals 2015-2016: 2,300,000"
Quotes
  • "U.S. Principals: CS Classes Include Programming or Coding: 2014-2015: 25% 2015-2016: 40%"
Quotes
  • "In 2019, approximately 56.6 million students attended elementary and secondary school in the United States. 50.8 million students were in public schools. 5.8 million students were in private schools."
  • "Among the 50.8 million students enrolled in elementary and secondary public schools: - 1.4 million were in prekindergarten - 3.7 million were in kindergarten - 35.5 million attended elementary through middle schools (K-8th grade) - 15.2 million attended high school (9-12th grade)"
Quotes
  • "Across 39 states, 45% of high schools teach computer science"