ESCALA

1. Value of the offering

1.1. Initial Impresions

1.1.1. Higher education is not for me/This offering is not for me

1.2. Reasons to take the product

1.2.1. Parents want to offer their children the best but feel insufficiently informed

1.2.2. Take up decision is not a family decision but a surprise for other family members

1.3. Customer experience with the product

1.3.1. Onboarding is easy

1.3.2. Employer is good about benefits/Experience is made better by employer

1.3.3. Complex and surprising Savings withdrawal process

2. Information flows

2.1. Balance is not known regardless of maturity state of the product

2.2. Insistence in one-on-one explanations clear out doubts

2.3. Different communication channels for different types of information

2.4. Payroll slip as a communication channel

2.5. Timely information about savings withdrawal

2.6. Complete information about savings withdrawal process

3. Relationship with employer

3.1. Perception that ESCALA is a proprietary benefit program of the employer

3.2. Reputation of ESCALA Educacion is important to the employer but not necessarily to the end customer