Welcome to

Discount voucher site studentbeans.com has grown to become an important online channel in the student market, with over 100,000 unique visitors a month.

Reach Students spoke to co-founder James Eder about its success.

Explain how it all started for you and Student Beans
The idea behind Student Beans is derived from three main problems with the student market:

1. Students are generally unaware of their new local environment
2. The financial burden of studying
3. Businesses have great difficulty in marketing effectively to students

With the power and accessibility of the Internet, Student Beans’ aim was to provide a solution to these market imperfections.

Student Beans is a revolutionary online voucher system for student offers. Businesses provide us with student offers for their services, which feature as vouchers on www.studentbeans.com that can be printed and redeemed with student ID. The website is actively promoted to local university students throughout the academic year. These marketing activities are coordinated by a dedicated and highly trained local studentbeans.com brand manager team, as part of a national campaign run in partnership with Procter & Gamble and accredited by The Chartered Institute of Marketing.

What was your background before Student Beans?
The business was setup by me and my brother Michael with the aim of bringing together businesses and students for mutual benefit through a unique interactive voucher system.
Launched in September 2005 studentbeans.com is now the UK’s leading student offers website.

Michael graduated from Nottingham University in 2003 with a degree in Economics. He has spent time as an oil futures trader and on the bond trading floor of an Investment Bank. Before launching studentbeans.com he set up a Chinese importing operation which developed into a successful ebay business. Michael is responsible for all aspects of the Company’s operations, including systems and infrastructure design and operational strategy.

I attended The University of Birmingham, where I graduated in Business Commerce. During my degree I worked with over thirty top brands, helping them target the student market. This included working as a brand manager for The Yell Group. With this background I saw a niche in the market for an online marketing platform to engage with students and set about forming studentbeans.com. I am a regular speaker at student and enterprise events sharing experiences and inspiring other entrepreneurial minds. I’m responsible for the sales and marketing team.

How have things developed with the business? What changes and learnings have there been?
Since the launch of studentbeans.com the website and brand has gone from strength to strength. Initially we established ourselves in the Birmingham University student market. After we had signed up the majority of local students to the site and thousands of vouchers were being printed off the site every week we knew we were on to a winner. We leveraged our experience to roll out across the country and engage with many more national brands, including Nando’s, ODEON, wagamama, Bella Italia and Alton Towers.

The website has developed to deliver national campaigns to the heart of the student market. We now have a mix of hundreds of local and national companies listing exclusive offers on studentbeans.com and we are approaching 100,000 members. Since its launch the website has seen a number of substantial revisions and revamps to keep it looking fresh and up-to-date. A recent member survey has provided new insights to what our users want and reflect the pace at which the Internet has evolved in recent years.

We are currently working on a number of developments, which will be released in the coming weeks. We are constantly in touch with our members who ensure that we are continuing to deliver and improve on our offering. Alongside the printable vouchers studentbeans.com now offers user generated content in the form of a community for students across the UK to share tips, deals and discounts for other members to benefit from. With our strong user base this is gaining good traction and will help the site to grow even quicker in the future.

Why should marketers target students?
Students are a fantastic demographic to target, not simply to gain their attention today as opinion formers and early adopters but as ABC1s of the future. Students have more time than most and should you choose to engage with them in the right way they could be spending that time, and their money with you.

What have you learnt about marketing to students? What are your tips for those wanting to reach the student audience and engage with them?
Marketing to students can be a challenge if approached in the wrong way. Students are very media savvy, they are very quick to judge and it is important not to patronise them. If you are looking to target students you should consider what you are offering them. Is it something that would appeal in its current form or do you need to re-package it? If you are going to provide a unique offering for the student market it is important to do your research, focus groups, polls and a phased launch will all provide useful insights to helping your campaign be a success. It is also important to remember that each year the student market is refreshed, allowing for this requires a constant presence and drive to ensure impact in the long term.

What campaigns/brands do you think have succeeded most in this arena?
The most successful campaigns are those that have kept to a core offering and simple message providing real value. As we provide a free service to students, they choose what to engage with and naturally there are certain offers that stand out. Two-for-one promotions generally strike the right note. The option for companies to provide restrictions, for example Monday to Thursday, enables a promotion to give good return when it is normally quieter. A promotion that is complicated and difficult to redeem simply creates a barrier to success for everyone concerned. wagamama run a promotion with us along these lines and they have really benefited from this approach.

What future developments will we see in student marketing?
In our recent survey, answered by 1,000+ of our members, over 66% of students questioned spend over 2 -3 hours a day online (over 25% spend 4+ hours everyday online). There has been a tremendous growth online in recent years and this will naturally continue to evolve. Our survey indicates that students now spend more time online than doing any other activity (apart from sleep). This is highlighted by the explosion in the use of social networking sites, in particular facebook. These sites have enabled students to connect in more ways than have ever been possible before and are likely to continue. Advertising through these sites however has been a challenge due to the focus of the audience being online to communicate with each other and not be distracted by adverts. In contrast studentbeans.com has created a service which integrates with student purchasing decisions and actively encourages users to engage with advertisers.

The future of marketing to students will involve integrated campaigns communicating and engaging with students. Previous campaigns that have seen isolated marketing activities will struggle to be heard amongst those that build a relationship with students. Brands that will win are those that support students, helping them as they grow and develop through their student experience from their fresher days until graduation.

Recruitment website grb.uk.com has been recognised by highly esteemed The Webby Awards.

The leading international honor for the web – dubbed the ‘Oscars of the Internet’ - named GRB’s site as an Official Honoree, a distinction that recognises work exhibiting remarkable achievement.

“The Webby Awards honors the outstanding work that is setting the standards for the Internet,” said David-Michel Davies, executive director of The Webby Awards. “Official Honoree selection is a testament to the skill, ingenuity, and vision of its creators.”

GRB co-founder Dan Hawes said: “We are of course extremely pleased to receive this award – the third this year! The design of our site is just stage one of our online strategy. Now we are looking at functionality and features using the latest technology.”

The 11th Annual Webby Awards received a record 8,000 entries from over 60 countries and all 50 states. Out more than 8,000 entries submitted, fewer than 15% received this honor and were deemed an Official Honoree.

For further information please contact 01273 200411.

Univillage, the social networking site for UK students, has partnered with SUBtv.

The move coincides with an end of its relationship with youth marketing agency Face Group.

Peter Miles of SUBtv told Reach Students that the two media will work together to facilitate user-generated content through Univillage. There will be a particular focus on encouraging and empowering small communities on campus, such as sports teams.

When Univillage launched over a year ago it was clearly seen as a UK competitor to Facebook, which at the time was only for students. Miles said Univillage would not want to compete directly with Facebook any longer and was instead developing a unique identity inspired by the work already done by SUBtv on campuses.

It’s an interesting time for student-centred social networks.

Six months ago few would have thought any competitor stood a chance of survival against Facebook.

However, the landscape has altered now that Mark Zuckerberg’s phenomenal product has opened its doors to all and sundry. Students no longer have an exclusive environment on Facebook to share opinion, ideas, jokes and advice.

The nuances of communication between intelligent young adults are suddenly subject to scrutiny and misinterpretation from ‘outsiders’.

The seismic introduction of the apps functionality has also changed the site fundamentally.

It will be intriguing to see how things develop and whether the core users in the UK – which currently remain students – ever start to feel that their playground has been taken away from them.

Big media companies are increasing their interest in students.

Last year News International, which famously bought the youth-popular MySpace, added graduate recruitment website Milkround to its portfolio.

It spent £20 million on the site, which was set up by an Oxford graduate.

Executive chairman of News International Les Hinton said: “Students are an important element of the Times readership, and we believe that this link up will strengthen our leading position in the student marketplace.”

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Boso, an Ebay-esque marketplace just for students, is getting some attention thanks to some savvy marketing and, now, a wedge of investor funding.

Boso (Buy Or Sell Online) is the creation of two Oxford graduates. It recently featured on Channel 4’s Tricky Business show and as a result Blogger founder Evan Williams now sits on its advisory board.

Boso have run some pertinent, low budget marketing campaigns using Facebook flyers and have quickly built the foundations of a trading community. Their approach is examined over at Trendcatching.

The key difference between Boso and Ebay is that sellers simply market their wares at a set price and transactions take place when the first buyer accepts. And of course it works well for students because often they can collect from fellow students in person.

There have been several specialist student sites of this nature come and go in recent years, all of them failing to attract an audience. When you’ve got a meat-and-two-veg business idea and not much budget to market it you have to be pretty creative and insightful to pull in punters.

Which is why Boso is interesting. It looks like they have passed the threshold of buyers and sellers needed in order to show activity and encourage newcomers to get involved. Which means they must be pretty good at selling their service to an often sceptical UK student audience. 

A nice wad of notes from investors YCombinator should help keep up the all-important momentum.

Good luck to them.