INTRODUCTION In current IT industry there is huge demand of Business Intelligence and big data

analytics. Every company is jumping in Business Intelligence, Big data Analytics, Visual / Statistical
Analysis hence there will be 2 millions jobs in BI and Big data analytics in 2015 (stats collected from IBM
by Tungsten). To fulfil this requirement we need people with sound knowledge of above-mentioned
technologies. In current IT professionals people working in BI and Big data are very less hence there is
huge gap between demand and supply of BI experts. About Tungsten: Tungsten Information
Management was founded in London in 2009. It is a strategy, services and technology consulting firm
focused on Business Intelligence and Data Analytics. Tungsten represents the toughness, resilience and
stability similar to its metal counterpart. Tungsten was formed with a vision focused on niche areas,
such as, business intelligence and data analytics, which help bring our clients light in the form of
knowledge and help them mobilize their businesses. Over the years we have gained experience in
various verticals such as Banking and Financial Services, Pharmaceutical and Education. Tungsten has
delivered some of the most sophisticated, complex and innovative data visualization applications and
has an impeccable record in the delivery of mission-critical business intelligence systems It is a global
strategy, services and technology consulting firm focused on Big Data, Business Intelligence, Data
Warehousing and Data Analytics. Tungsten is currently based in London, Pune, New York, Sunnyvale,
Bangalore, and Coventry with new offices being set up in Perth and Dubai. (tungsten) Tungsten has
begun to associate itself with the terms, Big Data and Data Monetization. One of the biggest
challenges with big data investments by leading corporations is pinpointing exactly how these business
leaders should be measuring their ROI (return on investment) and business leaders should begin to
deploy big data-enabled solutions, instead of experimenting for months with big data internally The
increase in semi-structured and unstructured data gathered from online interactions prompted
Tungsten to form the Petadata Labs in 2014 for its heaviest big data users. Tungsten possesses
extensive consulting experience, and a holds a proven client track record of architecting and delivering
successful IT implementations.

6
Its major clients and partners are: Deutsche Bank, London Lloyds Banking Group, London HBOS - Halifax
Bank of Scotland (merged with Lloyds TSB), London Barclays Capital, London Jobpedia Pvt. Ltd.
(tungsten) About the Founder: Keshav Adya is the founding director of Tungsten Information
Management. He has exceptional knowledge and substantive experience in information management,
business intelligence, architecture, leadership, management and technology consulting roles in
largescale BI portfolios/programs/projects and global transformation programs. He has worked in the
UK, the US, India, mainland Europe, China, Singapore, Australia and wider APAC for large private sector
clients such as Morgan Stanley, Lloyds Banking Group, HSBC, IMS Health and Tata Consultancy Services
UK - BI group across multiple verticals. Keshav is pursuing his executive MBA at the top-ranked London
Business School. (tungsten)
About Petadata Labs: Petadata Labs is a brand of Tungsten, especially created for working on bridging
the gap between demand & supply of BI experts where they are working as knowledge partner for BI
companies and colleges. Their main focus is on training people in BI and making them capable for
working efficiently in Big-data analytics.

Objectives of the study

Objective 1: Regarding Big Data Training sales 1) The first objective of sip was to generate the lead for
the sales of Big Data Training product, which is conceived especially for the engineering institutes based
on their requirement and find the potential customers for Big Data training and divide them into subcategories based on their interest for buying the service. 2) To design training packages based on
customers requirements and apply recommendations wherever there is a possibility of improvisations.

7
3) To make recommendations to the organization regarding future plans which could be adhered to
increase its customer base.
Brief Description of concepts
What is Big Data? Today there are lots and lots of web pages. There are billion+ Facebook users, a
billion+ Facebook pages. Hundreds of millions of twitter accounts and hundred of millions of tweets per
day. There are Billions of queries on Google every day. There are millions of servers and Petabytes of
data. In contrast a typical large enterprise like a bank has a few thousand servers and a few terabytes of
data and a few million transactions per day. So the traditional technology of data warehousing and
business intelligence is inadequate for the needs of companies like Google, Facebook, LinkedIn, Twitter,
Ebay, Amazon, Flipkart etc. They need more sophisticated solutions to handle the immense volume of
data or Big Data that they gather everyday. According to Wikipedia, "Big data is a collection of data sets
so large and complex that it becomes difficult to process using on-hand database management tools or
traditional data processing applications." In simpler terms, Big Data is a term given to large volumes of
data that organizations store and process. However, It is becoming very difficult for companies to store,
retrieve and process the ever-increasing data. If any company gets hold on managing its data well,
nothing can stop it from becoming the next BIG success! (Wikipedia) The problem does not lie with the
large data rather it lies in the use of traditional systems to store and process this enormous data.
Although such systems were successful a few years ago, but with increasing quantity and complexity of
data, such systems are soon becoming outdated. Most of the organizations today, in their quest of
finding predictable intelligence or financial opportunities by analyzing data suffer from at least one of
the three Vs: Volume, Variety or Velocity. Volume refers to the sheer large quantities of data that an
organization has to store. Variety refers to the large number of data types that a firm might have to deal
with as it expands it business. Velocity refers to the pace at which this information is bombarded at
individuals in a firm who are supposed to make business sense out of this information. Hadoop and
other open stack environments, which are no less than a panacea for all the firms working with BIG
DATA in a variety of applications, has become an integral part for storing, handling, evaluating and
retrieving hundreds or even petabytes of data.

What is the solution for Big Data problem? In the olden days relational databases were used to process
data by most organizations. Essentially the Data was brought to the processor, which then performed
operations on that data. But now with huge quantities of data CPUs are getting overwhelmed and a new
technique known as parallel processing has emerged. Simply stated, in parallel processing multiple
processors (servers) are being brought to the Data and then the multiple servers simultaneously
perform processing on the large data by dividing it into smaller pieces. The technique is scalable with no
limits. The technologies that are allowing this to happen are technologies like Hadoop and Map-Reduce.
Hadoop is an open source software framework that supports data-intensive distributed applications.
Hadoop is licensed under the Apache v2 license. It is therefore generally known as Apache Hadoop.
Doug Cutting and Michael J. Cafarella are credited with development of Hadoop. Simply put it performs
the task of organizing the parallel processing. The importance of Hadoop is underscored by the fact that
there are many global Multi Nationals that are using Hadoop and consider it as an integral part of their
functioning, such as companies like Yahoo and Facebook. Facebook, with a user base in billions, uses
Hadoop to keep track of all the profiles that people have created on its website, together with data
related to their images, posts, comments, videos, etc. (Edureka) Then there is Map-Reduce, which on a
simplified basis is just a way of putting up a summary on each of the server, involved in the parallel
processing, of what data is contained in the server, Like a table of contents on each server. The
summary information is then brought to a central server that basically performs the task of searching
where on which server the solution to the users query lies. Google is the champion in pioneering this
technology and is currently at the leading edge of Big-Data analytics.
What is the opportunity for Data Analysts? The opportunities are immense, according to an article of
Chris Morris in CNBC, the talent pool is at best 20% of demand and thus the salary packages being
offered are 30-40% higher than average packages in the IT industry. With more and more companies
using big data, the demand for data analytic specialists, sometimes called data scientists, who know
how to manage the tsunami of information, spot patterns within it and draw conclusions and insights
is nearing a frenzy. Though the "data scientist" title is like an umbrella term now, but there are
expectations that three specialty fields will emerge soon. 1) Technologists, who write the algorithms and
code

9
to transverse the large amounts of data; 2) statisticians and quantification experts; and 3) artistexplorers, creative people who can navigate content and find something others don't see. Each area will
require specific training for its specific skill set. Even in India, according to a recent Analytics Placement
and Salary 2013 Report by Jigsaw Academy, Data Analytics and Big Data will continue to dominate
market talk as data generated grows and data needs evolve. The data boom has already seen a huge
demand for analytics professionals and data scientists by Indian organizations. (Morris, 2013) An article
published in CIO India further points out at the recent analytics-hiring trend in India: 1. Hike in salaries.
In the early days, entry-level salaries offered by Indian organizations in the analytics space used to be
1.8-2.4 lakhs per annum. Today, most analytical companies pay candidates a modest 4-7lakhs per
annum at entry level. For instance, with an average salary of Rs. 5.6 lakhs at entry levels, KPOs are the
most financially attractive option to enter into analytics. 2. Use of online/web analytics. A lot of Indian

companies are using the web more effectively now. The last 3 years have seen an online boom in India
with thousands of online companies mushrooming all over the country. There will be a huge increase in
demand for web analytics as these companies fight to become more competitive. (Rishi, 2013)

10
What are the current trends in Big Data?
Fig 1: Trends in Big Data (Anonymous)

11
Fig 2: Bullish on digital, (McKinsey, 2013)

12
Models used for achieving the objectives
1) The basic model which I used was the suspect to client transformation cycle.
Fig 3: suspect to client transformation cycle (Alexander & Irwin, 1995)
I had distinguished the target (which was mostly engineering colleges of Pune) in the following category
after meeting with the clients on face to face basis or calling the customer. In the prospect stage there
were three types cold prospects, warm prospects and hot prospects .The list of the targets is given in the
table below with the distinct stage they belong. 2) As the sales were intended for institutions, the
market was Business-to-Business market, I also analysed participants of the business buying process i.e.
the buying centre.

13
Fig 4: Buying Centre concept (Wrigley's orbit, 2013) In process of B-B sales it is important to know the
buying center for your product. For the Big Data Training, which was targeted at engineering colleges,
following are the buying center: User- Students Initiator Faculty, HOD Influencer- HOD, Principal and
Placement committee chairperson Buyers- Purchase department Gatekeepers Principals secretary,
peon, security staff Decider Principal, Vice Principal Approver- Board or college management
COMPANY ANALYSIS Petadata Lab started in 2012 with the aim of training people in BI technologies.
After 2 years of efforts they have moved from introductory phase to growth phase where as BI and Big
data knowledge partner, they have: 10+ Domain Experts, 10+ corporate clients, 100+ POCs done in BI
and Big Data Analytics 1000+ Trainings and Seminars conducted 10000+ People trained

14
100000+ hours spent in BI and Big data training In Corporate training, they have tie-ups with companies
like Zensor, ZS, Jobpedia and Interview Mocha where they work as knowledge partner and train the
associates working at their client location. This outsourced training module benefits their client in
Saving huge training cost spent on professional BI trainers Saving Infrastructure cost Saving Time
spent on training As colleges are main sources of future IT professionals, they have training plans for
colleges where they train college students in BI and Big data Analytics and help them to start their
career in new technologies.
Getting BI trained students from colleges is most difficult thing hence BI companies land up in hiring
freshers and training them in BI which leads to huge training cost and delay in billability. Petadata Labs
as a knowledge partner help these BI companies in getting trained trainees which leads to saving huge
amount spent on training courses. In this module, they have 20+ corporate clients who are ready to take
trainees from petadata labs.
Along with that, they have tie-ups with placement assistance companies like Jobpedia, Interview Mocha
who are helping them in getting BI trainee requirement from IT industry.
Competitive advantage
In market we have different training institutes who are giving trainings in traditional technologies and
even in BI and Big data analytics.
But Petadata lab has:
Trainers with sound knowledge of technologies and hand on experience on respective technologies
Live projects where students / IT professionals get idea of real time BI/BDA projects Limited batch size
and special infrastructure for training Weekend batches to avoid impact on week day work of IT
professionals Tie-ups with BI companies where trained people get good placement opportunities in BI

15
The Product Following was the offering from Petadata labs for colleges Table 1: Petadata course offering
for colleges (PetaData Labs, 2014) Course Name Content Format Best Suited for
Petadata Certified Developer
Hadoop single node and multi-node cluster setup MapReduce programming Pig Hive Hbase
Advanced Map Reduce concepts
Classroom
Anyone who is looking forward towards building a career in Bigdata and Hadoop
Technology Stack

Fig 5: Petadata technology stack on offer (Petadatalabs, 2014)

The proposal from Petadata labs although customizable was typically of the form below: Training
Name: Big Data and Hadoop training Duration: 40 hours over 8 weekends Start date: TBD
Execution location: Petadata Labs Office/College Lab Course Content: R-Map, Session on Analytics,
Mini Projects (4 Student per project group) Number of students per Batch: maximum of 30 Cost of
training: Rs 12,000/- per student

16
Discount is offered in case training is conducted in College premises Placement assistance for
students
The placement support package: Table 2: Details of the placement support package (Petadatalabs, 2014)

17
Fig 6: Companies with whom the firm had placement tie-ups (Petadatalabs, 2014)
Competitor Analysis
Table 3: Petadata labs versus competition (Author, 2014) Feature Simplilearn Edureka Mindscripts
Petadata Labs Class Duration 32 hours 30 hours 32 hours 40 hours Course Content High High High High
Certification Yes Yes Yes Yes Customization No No No Yes Live Project Yes No No Yes Additional Java
module