Case Study | Business Review | Seriously Addictive Mathematics
What’s in it for YOU?
This post shares a classic example of how a business can achieve breakthrough success.
The first secret to success is a thorough understanding of the buyer’s journey.
The second secret is aligning your sales process according to the buyer’s journey.
What’s the inspiration behind writing this?
Woohoo!! My Son has remarkably improved in solving word problems in Mathematics.
All thanks to SAM -Seriously Addictive Mathematics.
However, as a business reviewer, their understanding of buyer’s journey and aligned sales process caught my attention.
Their business acumen is absolutely impressive, and we can all learn a lot from SAM.
Who is their Buyer?
Parents of children aged 4-12 years, specifically those who find it difficult to grasp mathematical concepts.
What are the pain-points of buyer?
Most children struggle to solve word problems in mathematics, which is one of the biggest pain points for parents.
These parents find it difficult to help their child with word problems, which are crucial to building a solid foundation in math.
As a result, parents seek different ways to support their child.
How does the buyer’s journey looks like for SAM?
Here’s how the buyer’s journey plays out for SAM, along with the alignment of their sales process.
I know the font size in image below is too small. Click here for a magnified view.
Our Story as a Buyer (Parents):
My son is in Grade 4 now (9 years old), and word problems were introduced to him in Grade 1. Initially, he tackled only addition-based problems and later was introduced to subtraction. Over time, multiplication, division, and fractions were introduced as word problems.
Despite everyone (myself, my husband, and his school teacher) trying to help him, he was still guessing the answers. For instance, instead of dividing, he would subtract, or sometimes just avoid attempting the problem entirely.
We managed this way until two terms into Grade 3. Then came the December holidays, and we decided it would be a good time to explore math enrichment classes for him.
We Googled for Mathematics Enrichment Classes in Singapore
SAM appears on the first page of search results at 4th position.
#Wisdom : “Be Found! You need to be where people look for you!”.
The name “Seriously Addictive Mathematics” caught our attention right away. It made us feel that this was a class run by people who truly loved mathematics.
What’s on SAM’s website? | A Powerful Landing page that converts!
What are the elements of a Landing Page that Converts?
A Landing Page converts only if it clearly justifies WHY should the buyer choose the product/service it offers.
The section called “Why Choose SAM” does it so well on their website. You gotta see it to believe it.
The website answers every possible question a buyer might have while visiting. Below are a few pointers that reflect SAM’s understanding of the buyer’s journey:
- Modular Worksheets: Customised for each child, with different difficulty levels tailored to their ability. This child-focused approach is a big draw for parents.
- Class Size: Low student-to-teacher ratio, with a maximum of four students per teacher.
- Colourful Worksheets: Designed with bright colors and relevant pictures to make it easier for kids to engage and understand.
- Props, Toys, Accessories, and Games: Used to explain concepts in an engaging way.
- Success Stories: Shared by satisfied parents, building trust with potential customers.
- Location Details: SAM operates in 20+ countries, with 200+ centers. The website provides full address details and links to maps for easy navigation.
Our Visit to the SAM Center
When we visited SAM, the first thing we noticed was a table filled with mathematics-based toys.
The kids were immediately drawn to them. It was a clever way to keep the children engaged while the SAM coordinator spoke to us.
The Assessment:
The coordinator asked us about what our child was learning in mathematics at school. He then suggested an assessment as the first step.
This 40-minute test was designed to identify our child’s weak points, which would help tailor his lessons.
The Gamification:
At the center I saw a showcase full of attractive toys for children.
I wondered what it did there. My son, as expected, got attracted to see his favourite beyblades in the showcase.
Out of curiosity, I asked the coordinator, how can my son get those?
He said SAM has a points system. Kids collect points by solving the worksheets. Then they can redeem any of the toys here based on the accumulated points.
This definitely motivated my son 🙂
The Fee:
The fee for each session was 40 SGD, which is higher than average. However, after considering the potential improvement and the overall experience, my husband and I decided to enroll our son.
We enrolled our child at SAM.
Our son started with classes at SAM.
With full motivation he began to participate to gain points and earn the bey-blades.
However, the moment at which he realized that it’s taking too long to reach that points bench mark.
He began to redeem his points for other toys (which needed less points).
But still kept going.
We bought him the bey-blades instead.
Poor child doesn’t know that fee of each class is equal to cost of 1 bey-blade.
However, the improvement in grades is definitely a motivator for us to keep our child continue with SAM.
How SAM Adapted to the Online Transition Due to COVID-19
SAM quickly adapted to the online transition due to the COVID-19 lockdown, ensuring that no classes were missed.
They sent clear communication to parents regarding the use of the online platform and even provided scanned worksheets for evaluation.
SAM’s Impact on Us as a Customer
I feel that I am SAM’s true evangelist as a buyer.
My son has benefitted a lot from SAM classes.
I really hope that he gets seriously addicted to mathematics. (Mathematics has been my favourite subject too.) #NoPressureWhatSoEver
#FoodForThought: Do you think a person good in mathematics shall be a good maths teacher too…..Well I failed at teaching it to my son.
I have understood that to teach in a way the child understands is altogether a different game.
It is the art of the teacher to awaken joy in creative expression and knowledge. – Albert Einstein
Happiness for me is to businesses doing so well with prime focus on buyers.
However, It HURTS to see businesses who have great idea, great product, but don’t give a damn about customer experience.
Today I have shared a delightful experience with you.
I shall soon share the pathetic ones too.
You can definitely learn from both. What to DO and What NOT to do 🙂
Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!
What’s your business’ approach to understanding your buyer’s journey?
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