The winner of Pitch of the Week this week is Student Aid. Student Aid is a company, founded by Andy Fidler, that has come up with a strategy to captialise on a valuable demographic that are making first time purchasing decisions- students.
Student Aid directly markets the 87% of new students moving away from home for the first time. It does this by welcoming students to university with a Student Aid parcel on their bed, which contains branded samples as well as a University Guide. This is a model based on the highly successful Bounty UK, which targets new mums making first time purchasing decisions for their baby by providing them with a bag of free goodies on the hospital ward.
Andy Fidler saw the possibility for this model to be translated to the student market and so Student Aid was born. Now 1 in 4 UK freshers will receive a Student Aid parcel, giving the company massive growth for expansion featuring major brands such as Tetley and Colgate.
Student Aid founder and Managing Director, Andy Fidler, has been running businesses in the youth market since 2003. Andy saw that the student market was a valuable demographic, especially as they will progress in to tomorrow’s high earners. And Student Aid has been a resounding success; with 83% of students more likely to buy a product if they first sampled it through Student Aid.
Student Aid is now in its third year of operation and has seen a 250% increase in contracted universities, now reaching over 150,000 university bedrooms. Andy’s primary objective is to contractually deliver to 70% of the student market within 4 years. A high expectation indeed, but one that seems more than possible given the momentum within this company.
Andy’s entrepreneurial spirit and the growth of Student Aid has meant Andy has gained recognitions from many trade awards. Student Aid was shortlisted for the Daily Mail’s Enterprising Young Brits Award 2010 as well as becoming national finalists for the Dedipower Digital Awards 2010.
Andy Fidler’s story proves that having a well thought out business plan, and tapping in to a valuable demographic, really can be a recipe for success.