Noon Open Borders Learning Enablement (NOBLE)

We are tackling the following problems: 

1. Poor quality of learning in the Education system

2. Out of School Students

1. Learning Crisis

Schooling does not necessarily equal learning. This learning crisis is significantly impacting millions of students, particularly in developing countries; these children have low levels of basic literacy and numeracy skills which severely limits their potential and chances of a better future. Learning poverty in Pakistan, India and Egypt stands at 75%, 55% and 70% respectively (World Bank, 2019). To put this in another perspective, 55% of the students in fifth grade in Pakistan cannot read sentences in English and 57% cannot do 2-digit division in arithmetic (ASER, 2019).

Additionally, school closures due to Covid-19 were projected to lead to an additional loss of 0.3-0.8 years of learning-adjusted schooling in Pakistan (which currently stands at 5.1 years only) and approximately 1 year in India and the MENA region (which currently stands at 7.1 years) (World Bank, 2020). As compared to the World Bank’s benchmark of 14 learning-adjusted years of schooling being equivalent to complete quality education, these figures are alarmingly low.

Some of the major drivers of this problem are: 

1. Poor teaching quality & teacher absenteeism which is a persistent issue in developing countries. Teacher absenteeism is 30% KP and  Punjab (Wilson Center, 2016).

2. Lack of access to educational infrastructure: Only 14% and 3% of the educational institutes in Pakistan are secondary (grades 9-10) and higher secondary schools (grades 11-12) respectively (NEMIS-AEPAM, 2018). This severe lack of infrastructure at the secondary school levels which acts as a barrier to learning, particularly for girls who cannot travel far distances in addition to other social and cultural constraints they face in acquiring education.

3. Research suggests that engaging students during the learning process leads to greater gains. Boredom and lack of motivation to study lead to disinterest of students to learn in school which may even lead to drop outs.

4. There is a lack of socio-emotional and psycho-social well-being support for students which became increasingly important during the Covid-19 pandemic. For example, such crises can have a significant adverse impact on children’s mental health and wellbeing, provoking negative emotional responses, such as panic, stress, anxiety, anger, and fear (UNESCO, 2020). In such situations, loss of education coupled with lack of guidance and motivation for students negatively affected their learning outcomes and hampered their academic progress. 

5. In addition to academic knowledge, practical skill-based courses are often missing from school-based education. This academic knowledge being given in  schools may not necessarily be enough to prepare students for the  21st century job market, thus requiring resources that would equip them with the tools to build employable skills which will be helpful in opening job opportunities in the future.

Given that children studying in low-free private schools, charity, NGO or foundation schools in developing countries face all of the above-mentioned challenges, they are in dire need of supplementary education to improve their learning outcomes. 

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2. Out-of-school Children

There are 258M out of school children across the world (UNESCO, 2018). Pakistan has the second-highest out-of-school children in the world with 44% of the children between the ages of 5-16 years not in schools. Out of the 22.8 million out-of-school children, 50% i.e. 11.4 million are between the ages of 10-14 years (UNICEF, 2020) and approximately 78% are between 10-16 years (New York Times, 2017) and should have been in secondary or higher-secondary schools. The reasons for this range from cost of schooling to lack of physical proximity to them. Other reasons include poor infrastructure, social and cultural barriers as well as early marriages, household responsibilities and child labor.

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Challenges in EdTech

It is understood that technology has an immense potential to tackle these problems but current EdTech solutions have their own challenges including: passive learning and low levels of engagement in recorded lectures, lack of adaptability to students’ performance and changes in curriculum, lack of personalized instruction, sound business models and sustainability and connectivity / infrastructure problems. 

These are the problems and challenges are solution is designed to solve.

SOLUTION OVERVIEW

Background: 

This program (NOBLE) is an initiative by Noon which is leading K-12 EdTech platform with over 20 million+ active students across 8 countries in the MENASA region. 

Solution: 

NOBLE (Noon Open Borders Learning Enablement) program for students coming from underprivileged backgrounds

• Free access to Noon Plus (paid subscription of Noon) 

• One-to-one mentorship support

• Access to skill-based freelancing courses for students to earn a side-income

The NOBLE program has been successfully scaled in Saudi Arabia, with ~90,000 underprivileged students getting free access to Noon Plus along with 1v1 mentorship support. Based on that success,  we are now adapting this model in other countries where Noon has gained significant traction eg. Pakistan, Egypt and India. 

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Why this is effective (summary of answer): 

• Increasing digital penetration in developing countries

• Education Quality & Equity

• High Engagement

• Personalization / localization

• Highly scalable and cost-effective

SOLUTION DETAILS

What the solution is: 

The NOBLE program utilizes Noon’s e-learning platform to provide free access to Noon Plus (paid, premium content) to less-privileged students of grades 9 to 12,  alongside one-to-one mentorship support. This is a holistic solution that not only gives them access to quality tutoring support from exceptional teachers across their country, but also provides them with the guidance on how to make best use of this scholarship for their educational and life success through the academic and socio-emotional support they receive from a dedicated team of mentors. 

The Noon e-learning platform offers some unique features including but not limited to: 

• Live courses by top teachers 

• Social Learning 

• Playbacks 

The NOBLE program offers the following to its scholars

1. Free Access to Noon Plus

The Noon e-learning platform has both free versions as well as paid/premium versions. The free version includes good quality teaching with limited course content. However, the premium version, also known as Noon Plus, contains comprehensive curriculum coverage with extra practice, smaller and stable cohorts and better social learning. 

All NOBLE scholars are provided free access to Noon Plus. 

2. One - to - one mentorship support  

A dedicated team of NOBLE mentors plays a key role in providing meaningful direction and guidance as well as academic, socio-emotional and technical support to all NOBLE scholars. Each student is assigned a mentor who regularly engages with the student. Keeping social and cultural nuances in mind, female mentors are assigned to female students

3. Skill-based courses

These equip students with relevant digital skills which can be helpful in acquiring freelance work and also equip them with relevant tools needed to prepare them for the 21st century,   

Why this is solution effective (detailed answer): 

Digital Penetration: 

Digital penetration in developing countries is increasing at a rapid pace. It will have reached around 80%+ in Pakistan, Egypt and India by 2025 (The Mobile Economy Asia Pacific, 2021). This will ensure that the app is easily accessible by a majority of the population, especially those from marginalized group  thereby increasing the scale of impact. Increasing smartphone and internet penetration can be utilized to address these issues to improve learning outcomes at scale through the ability of top teachers to reach a larger number of students as well as incorporate features that help build an engaging and interactive learning experience.

Education Quality & Equity

Noon's e-learning platform offers quality education through engaging live sessions by experienced and well-known teachers in the country for both local and international curriculums. These teachers are some of the most popular, in-demand teachers in the after-school tuition market and are selected after a thorough process where only qualified teachers with extensive years of experience and  proven student successes are selected after successful demo sessions.  After selection, their teaching quality is monitored and improved regularly to ensure high quality education is provided to all the users. Due to the nature of this platform, these quality teachers who can otherwise reach a limited number of students due to capacity or geography can now teach students regardless of their socio-economic backgrounds and locations thereby ensuring that all students have access to the same high-quality educational content. 

Moreover, the NOBLE program has education equity built in as sponsored students from underserved backgrounds get access to the same top class teachers and learning resources on Noon plus as the students who're paying for the platform.

High Engagement

One of the common issues that EdTech's regularly face is low engagement due to one-way lectures or solo study. Overcoming boredom in studies remains a top priority for Noon. Thus, it is designed to tackle this very issue of engagement through its social nature. Live classes with exceptional teachers are more effective at engaging students compared to recorded content. Gamified learning features and peer-to-peer collaboration remain integral to increasing students’ engagement with the study material. Features such as social playbacks encourage group learning where students can view a lecture online as a group and discuss and clarify concepts. Other features to make learning collaborative yet engaging include quiz competitions, games and social playbacks in which students can view a recorded lecture with their friends and discuss concepts  with each other. Through the playback feature, Live sessions are also available as recordings, providing students the flexibility to learn at their own pace and time, particularly if they are engaged in part-time work (to provide financial support to their families) at the time of live lectures. This feature also becomes very important if access to educational facilities is limited. This feature also encourages inclusion of students who work part time and who struggle to attend live classes because of clashes with their working hours. Thus, helping us reach out-of-school children as well.

Personalization and localization

The courses taught on the Noon app are live, which ensures that any changes in the curriculum can be made overnight and due to this adaptability, students are taught up to date curriculum and course material especially incase of unforeseen events such as COVID closures. Its live and interactive nature also ensures that topics and discussions can be personalized to the needs of the students in real time. 

Additionally, the courses covered at Noon are highly localized and can be customized in local languages by the instructor. Noon also ensures that all local curriculums are covered so students from each area can be included. 

Interface of the Noon App

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Live class on the Noon App

Target Audience

The NOBLE scholarship has been provided to ~90k students from Saudi Arabia to date. These students attend public schools supported by Takaful -  a charity foundation for orphaned and underprivileged students across the country.

Going forward, we want to adapt this program to serve children from low-income communities in Pakistan, India and Egypt. We are targeting families with a household monthly income that ranges between $150-$450.

In Saudi Arabia, the program runs from K-12 whereas in other countries it is currently being offered from grades 9 - 12 with plans to expand the offering to the remaining grades soon. 

The Noon platform, and therefore the NOBLE program is catered towards students who have access to a low-priced smartphone and cellular data to access the app or web version. As smartphone penetration is increasing rapidly, we are seeing evidence of that on the ground. Our partner NGOs schools, which educate students from the bottom income quintile across our countries of operation, conducted surveys to find that >50% of their students across Grade 9-12 in urban areas have at least latent access to a smartphone and 3G connectivity. This number is expected to increase significantly as general smartphone / internet penetration rises over the next 2-3 years to 80%+ in our countries of operations 

IMPACT:

Academic Impact - increase exam scores

Grades 9 -12 have been the starting point for Pakistan, India and Egypt because the examinations given between years (e.g. local board exams) are a crucial point in secondary education; the students’ performance determines their path to higher education and if their academic results can support their career aspirations. Thus, having access to quality educational content by the best teachers in the country and extensive exam practice material provides adequate support to these students who cannot rely only on the quality of education being provided to them in their schools. Additionally, the support of mentors will provide them with guidance and motivation.

This approach has already been tested in Saudi Arabia whereby Noon partnered with Takaful Charity Foundation and the following results were seen:

• +2.5 points in the national standardized exam Qudrat

• +2.5 in the General Aptitude Test (GAT)

• +6.2 in the Academic Achievement Test

Additionally, a research study on the usage of Noon application by low-income high school students, published in the 20th IEEE conference on Machine Learning Applications concluded that:

• Math tutoring provided on Noon to higher-failing-risk students significantly improves the rate of passing by 5% - 17.5%.

• An average causal increase of 4.9 marks (out of 100) for students engaging with the Noon platform.

Thus, the NOBLE program is providing comprehensive support to less-privileged students through free classes, guidance and coaching as well as skill-based courses which helps them build a strong foundation for future academic and career success, positively impacting their own lives and ultimately that of their families and communities.

Academic Impact - mitigate learning losses

Due to Covid-19, approximately 930,000 additional children are expected to drop out from primary and secondary schools in Pakistan (World Bank,2020) and 1.31 million in the Arab states (UNESCO, 2020). This is due to loss of income and financial constrains, early marriages for girls or child labor. In addition to this, school closures could lead to a loss of 0.3-0.8 years of learning-adjusted schooling in Pakistan and approximately 1 year in the MENA region (World Bank, 2020). Through this program, students can make up for the learning they lost in the pandemic and continue without any additional financial burdens.

Socio-economic Impact - improved human capital

Education is known to benefit individuals and societies by reducing poverty, promoting quality opportunities and increased earnings as well as reducing gender inequalities. It also positively affects health, peace and stability.

Mentorship Impact - socio-emotional learning and psycho-social wellbeing 

Lack of direction and guidance for less-privileged students often impacts their ability to chart out a path towards a better future. With Covid-19 creating further life, academic and career obstacles, our one-to-one mentor interactions provide key support and advice to students in navigating these challenges.

Skill-based Courses Impact - employable skills

Empowering students with the adequate digital skills to not only financially support themselves/families right now but also prepare them for future jobs.

The NOBLE team supported by the Noon Leadership team brings a diverse wealth of experience at the intersection of education development, technology and business. Coupled with Noon’s market positioning with 20M+ students and 400+ personnel across multiple countries of operations in the MENASA region, we are confident we will be able to scale up the NOBLE solution rapidly and effectively. 

The NOBLE leadership consists of: 

Bilal Musharraf: 

Bilal is the VP of Partnerships at Noon and is heading the NOBLE program globally. Prior to Noon, Bilal has several years of experience in the EdTech space. He was previously the VP of Global Strategy and Business Development at Edmodo. Before that, he joined Khan Academy as the Dean of Translations - he was the first employee at Khan Academy after Sal Khan. Bilal has an MBA and Masters in Education from Stanford.

Abdul Ahad Ayub: 

Abdul Ahad is the Head of Projects and NOBLE Program in Pakistan for Noon. He has 7+ years of experience in Education with a focus on EdTech, especially working with students from underserved populations in developing countries with organizations like Teach the World Foundation and The Citizens Foundations. Ahad completed his Masters in Education from the Harvard Graduate School of Education.

NOBLE EXECUTION TEAMS

We have NOBLE execution teams in Pakistan, India and Egypt in place. In Pakistan for instance, we have a 5 person core team who’s managing student onboarding, partnerships and sponsorships, marketing, mentor network and student experience. 

Our mentor network in each country of operation will ensure that students socio-emotional needs are taken care of and they receive the appropriate counseling, guidance and encouragement they need to excel in their academic and career journeys. We have 200+ mentors in the NOBLE team who work 20-40 hours per week to support students. This number is expected to grow significantly as the program scales. 

We have partnerships with several large non-profit organizations across Saudi Arabia, Pakistan and India through which we have access to millions of students coming from underserved communities, e.g. Sindh Education Foundation, Progressive Education Network (PEN) Takaful.

The NOBLE team is supported by Noon's leadership team who're working across BizOps, Product, Design, Engineering & Strategy. Some of the key leaders include: 

- John Lusty (CTO at Noon; x CTO at Snap Inc,; MA (CompSci) University of Cambridge

- Garrett Groszko (Director of Design @Noon; x Design Evangelist at Apple; BA, Art Ohio State University)

- Alisher Saydalikhodjayev (Director of Product at Noon; x Product Manager at Whatsapp; x Senior Product Manager at Microsoft; MA Mathematical Economics, Pomona College)

- Umair Babar Chishti (Director of Growth at Noon; x Consultant at McKinsey; MBA Wharton & INSEAD) 

Support of Noon’s market position / infrastructure: 

Noon is growing its student base rapidly in the MENASA region, growing >200% year on year with 20 million+ active students as of March 2022. 

In each of our countries of operation, we have 150-200 top teachers / educators who are some of the most in-demand professionals in their local markets. These teachers are highly experienced, most of them have hundreds if not thousands of paying students who seek tutoring support from them and are affiliated with some of the best education institutions in their respective countries. For example, we have teachers like Haroon Tariq (World record holder for Cambridge As and A*).  

Managing this operation, we have execution and core operations teams > 150 people in all countries combined that we plan to scale the NOBLE program in (e.g. Egypt, India, and Pakistan). The departments include operations, business development, marketplace, teacher supply, quality assurance, customer support, marketing and partnerships team. The support of these teams will ensure that we ensure the growth of the program in each country alongside the quality of teaching and learning on the platform. 

We have partnerships with educational institutes and ministries of education in each country that we operate in. For example in Pakistan, we have agreements with each of the provincial education ministries and the federal education ministries as they have vetted and approved of Noon’s offerings and are providing their supporting in scaling up Noon. 

Our 50+ product, design and engineering team members will ensure that the platform continuously improves everyday to provide students with more effective and engaging learning experiences as new features continue to roll out. Students remain at the center of our offering and each team at Noon and the NOBLE program ensures to always put the students first.

• To receive financial support which will help scale the solution to more students in each country currently being served as well as in new countries.

• To develop a network of impact-focused leaders and mentors who provide support, inspiration and guidance on scaling the impact.

• To gain exposure and public relations support through events and conferences, especially for the NOBLE program.

• To build meaningful partnerships that utilize their experience and expertise in solving challenges, scaling impact and building a more sustainable business model.

Our solution consists of multiple innovations using technology that comes together to offer a quality learning solution that is equitable and can be scaled rapidly and cost-effectively.

Specifically our product innovations have enabled Engagement, Quality of Learning, Scalability, Personalization and Localization. 

1) SOCIAL LEARNING & STUDENT ENGAGEMENT: We are able to engage our social students for an average of 42* mins / day which is much higher than the edtech average. Noon is able to achieve that by pioneering a social learning experience for the student community where they can: 

 a) LIVE CLASSES: Students attend interactive live classes with their peers that are led by top teachers.

 b) PLAYBACKS: Students can watch playbacks at their own time and pace.

 c) SOCIAL LEARNING FEATURES: students interact, collaborate, discuss and challenge each other through games, social playbacks, assignments.

SCALABILITY & COST EFFECTIVENESS: Noon has been able to scale rapidly to onboard millions of active students. E.g. We launched in Pakistan in September 2020 and as of March 2022, over 2.5 million active learners have been using our product. We are able to scale at an extremely low cost compared to brick and mortar schools.

To date 95k students have been supported by the NOBLE scholarship, mostly in KSA and we are on track to support 1M+ students with the scholarship by 2025. As smartphone and internet penetration increases in developing countries rapidly, e.g. it will be ~80%+ in India, Pakistan by 2025. 

PERSONALIZATION & MENTORSHIP: We understand that students coming from less privileged backgrounds are disadvantaged in ways beyond finances. They often don’t have the right guidance, mentors and environment around them that is conducive to their motivation for learning. With this in mind, we introduced 1v1 mentorship for each of our NOBLE students to further develop their socio-emotional faculties and so that these students are encouraged and motivated to learn. Our mentors are accomplished individuals who dedicate 20+ hours a week for NOBLE students. We have seen engagement of NOBLE students shoot up significantly after we introduced the mentorship program in Saudi Arabia. 

DATA DRIVEN DECISION MAKING

Our teachers, mentors and other stakeholders in the NOBLE program have access to real-time engagement data and student outcomes so interactions with students are more meaningful and personalized.

How will we achieve these goals?

Number of NOBLE students: Operationally, we can easily scale beyond the goals we have stated above as we already have agreements with multiple large education NGOs which cumulatively have 1M+ students. However the key constraint for NOBLE students is funding. At this stage we require sponsors to cover 20% of the cost of NOBLE students, while Noon covers 80% of the cost. Noon will be able to cover its commitment as we scale our Noon Plus offering and meet our revenue targets which will enable us to subsidize cost for NOBLE students even further.

In the short run, to cover the remaining 20%, we are reaching out to CSR departments, High net worth individuals, Foundations, and International Development Agencies. So far we have secured funding from 3 institutions this year to cover scholarships for ~20k students. 

PROJECT MONITORING:

A robust system is in place for both Monitoring & Evaluation of the program. Most of the monitoring processes are already in place as part of Noon’s operations in each country. Almost all of the monitoring data collection processes are digital and automated with dashboards being updated in real-time. This includes the following data points: # of students in the NOBLE program, their attendance, their daily / monthly / annual time spend segregated by subjects, gender, mentor engagement time, Assessment / Homework / Quiz results, student activity score (e.g. chat / mic frequency) etc. 

Noon has dedicated global and local monitoring & quality assurance team that ensures: 

• Smooth functionality of the Noon platform with periodic upgrades and features

• Onboarding & training of top teachers

• Quality assurance team monitors each teacher’s classroom on a weekly basis

• Student engagement levels are monitored at the teacher level on a real-time basis

• Student feedback / rating at the end of each session alongside periodic surveys

Evaluation for Learning Outcomes

To evaluate if we are meeting our goal for improving learning outcomes, we will conduct a sample based quasi-experimental study where we will compare the learning gains on standard board exams from Grade 10 - 12 for the intervention group (NOBLE students) and a control group (randomly selected students within the same subset of underprivileged students who haven't used Noon) with appropriate controls in place. As a secondary measure of evaluation, we will also analyze to what extent engagement on on the NOBLE program and with mentors is correlated with improved grades and an instrument that would capture social emotional skills. 

A similar approach was used to evaluate the program in KSA and the studies were published in multiple credible journals that we have cited in the impact section above. 

Noon's proprietary innovative product consists of an android app, an iOS app and a web-based product. This is optimized and requires low bandwidth (on average less than 200MB monthly).

All three have the same features that include: 

1. Live classes in a 1 to many format with video, whiteboard, teacher and student audio, group chat, student feedback, etc. 

2. Social playbacks: Students can watch recorded content together and have a discussion around the content.

3. Gamification features: live assessments, quizzes, challenges between students.

Quiz on the Noon app 

Interactive, Live Lecture on Noon

The product has been validated by the 20M+ learners who have adopted to learn on Noon's technology and the high daily engagement levels for students using our social features (42 mins daily). The learning outcomes have been demonstrated by studies published in reputable journals, e.g.,

A research study on the usage of Noon application by low-income high school students, published in the 20th IEEE conference on Machine Learning Applications concluded that:

• Math tutoring provided on Noon to higher-failing-risk students significantly improves the rate of passing by 5% - 17.5%.

• An average causal increase of 4.9 marks (out of 100) for students engaging with the Noon platform.

This data from this study is a couple years and old and since then significant improvements have been made to platform so we're expecting results that are considerably better. 

www.learnatnoon.com - our product can be reviewed through the following link (proxies may have to be used for people who are accessing this outside of our countries of operation, e.g. Pakistan, Egypt, India, KSA, etc. Our android and iOS applications are also available by the name of "Noon - the Social Learning Platform) on the Google Play Store and App Store respectively.

NOBLE is committed to taking steps towards increased diversity and inclusivity and all decisions are made through that mandate from the composition of the team to the student outreach. In fact the entire model of NOBLE is based on the idea that we want to be able to include all students in Noon and provide equal access to the students. The students who cannot afford to pay for the app and thus drop out, the NOBLE program ensures that these students are also through the scholarships gain access to the premium courses. 

As far as the NOBLE team goes, we have taken all steps to incorporate diversity, equity and inclusivity: 

Operations team:

The operations team consists of a 4:3 female to male ratio. 

Mentors:

We have both male and female mentors in each country (approximately 150 females, 50) from a variety of ethnic backgrounds and locations. All mentors are hired through an extensive and fair interview process.

Our core Noon team is based out of 5 countries and is ethnically and racially diverse. 

Noon’s e-learning platform has a freemium business model whereby anyone can access sessions for free. However, to keep the business sustainable, a paid offering known as Noon Plus is also provided; students pay a fee to access more comprehensive curriculum coverage, exam preparation material and individualized attention from the teacher due to smaller cohort size. Our solution, the NOBLE program, gives less-privileged students access to Noon Plus for free.

Currently, the NOBLE program is being fully sponsored by Noon itself, however, for long-term sustainability of the program, corporate donors as well as donor agencies are being reached out to.

As of now the average annual subscription in our countries of operation is at least $400 but we are providing it to NOBLE students for free if we find a sponsor who can provide $80 / student (20% of the value). In countries like Pakistan, we are providing NOBLE scholarships at $50 annually and this is projected to be much lower with time as we scale. 

For students, this model offers comprehensive academic and mentorship support that will help them in their learning journeys, particularly at a crucial time when they are given board examinations which determine the kind of higher education they will receive or the career paths they will be able to pursue.

Noon operates on a “Freemium” Model which means that it offers some free courses/topics but for the more comprehensive focused curriculum, students need to pay. Our venture capital funding (~$40million currently to date) and revenue generated through our paid and b2b offerings (current ARR at $25 million) allows Noon to heavily subsidize the cost of subscription for our underserved students. 

Secondly, as Noon keeps scaling as is evidenced by its rapid expansion and growth, the cost per student will go down significantly allowing us to become more financially sustainable. 

However, in the short run, we are actively seeking the assistance of corporate CSR funds, Donor agencies and grants and awards, to help us cover at least 20% of the cost of each student. These include teacher costs, platform costs and various overheads. Currently Noon is already covering 80% of the cost of these students. 

Since Noon operates on a freemium model, we will be sustainable if we convert 3-5% of our free activated users at our current scale, which is in line with the average in the EdTech industry. At this stage, we have exceeded that for most of the segments we are monetizing (though all segments are not monetized yet).  At this stage, we are operating at a 25Million USD annual revenue run rate and have raised close to 40M USD in investments to date. This has enabled us to be financially stable so far and absorb 80% of the cost of NOBLE students.

Moreover, we have secured sponsorship for the NOBLE students from multiple CSR companies and foundations from different countries to support the remaining 20% cost for the around 95,000 NOBLE scholars that have benefited from Noon and its mentorship so far. For Q1 2022, we have raised $1.2 million for NOBLE students.