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 Smartphones, Touchpads, home PC
 Engages touch, sight, hearing for a truly
interactive learning experience
 Presents real-world work and life situations
(board meetings, grocery stores, etc.)
 Emphasis on cultural subtleties
 Cultural exposure (US pop culture, news, etc.)
 Targeted towards advanced English learners

 Market Research: Survey

 Existing Competitors

 Market Size

1. What is the most challenging part of learning
English for your research or job?
 weird grammar, irregular, random exceptions
 meetings when people speak simultaneously,
conference sessions / large lecture halls
 Technical writing, or general English writing.
 To know the specific culture and institutional
context. You know, transportation involves
lots of social background.

2. What would have made it easier to learn English?
 easier ways to remember grammar, acronyms,
vocabularies.
 method for recording, playback at slower speed
and annotate
 Start learning English as young as possible; learn
in an English environment; communicate with
native speakers.
 Hulu, believe it or not. Soap operas and Sitcoms.
Certainly talking to ppl.

3. What resources did you use for learning English?
 text books, computer programs, teaching
classes, practicing with colleagues, audio books
 web content, courses
 English readings (news, novels, papers), radio,
movies, soap operas, youtube.com, etc.
 Learn what my native friends have said, and the
deliberately try to repeat until it becomes an
inconspicuous part of my vocabulary.

4. Please describe the most effective methods you used for
learning English.
 watching daily TV program, such as “all my children”.
 TV
 Watching soap operas and listening to the
radio. There are almost full of conversations in soap
operas; the pronunciation is usually very normal; and
there is no much noise which can affect listening.
 Learn what my native friends have said, and the
deliberately try to repeat until it becomes an
inconspicuous part of my vocabulary.

5. Did you use technology for language learning?
If so, please provide more information.
 listened to tapes, watched videos, websites,
online courses
 web-based resources, Google Translate
 No I didn’t use any special technology. I
basically use radio, TV, computer, and mp3
players.
 Computer and web.

6. Would you find it helpful to have language learning software, or at
least a simple extension of that software, accessible on your mobile
phone?yes/no
 yes
 I definitely think a good software would be very helpful, though I
don’t know how good it can be. I know there are good software
for elementary learning but am not sure if there is any for
advanced learning. To improve listening, speaking, and writing at
this stage, we need a huge amount of text, video, or audio
material. I’m not sure if there is a software that contains so much
material and organize them well for learning. Yes if the software
(or probably an electronic dictionary) is made accessible on mobile
phones, that would be helpful.
 Not at all. No time to spend on a software. (*This was a poorly
worded question on my part; he probably was only considering PC
software, and not the mobile app as I intended)

7. What did not work for language learning?
 repetitively doing the same thing many times. it is
boring and people just guess rather than thinking
about.
 non-interactive content
 Any short-term effort might not prove to be very
effective. Other than that, I believe that most effort
will work, to a more or less degree. I can’t tell how
effective they are. I haven’t found a very effective
way of learning English yet so my English improves
very slowly. If there is such a way, I would very much
like to know.
 Memorizing new words without using them.

Software Platform Price
Pimsleur MP3/CD $120 - $345
Rosetta Stone PC $179 - $499
Mango Languages PC $79
PC Free - $69.99 for Deluxe
Byki
Mobile App (Android, iOS) $7.99
Cambridge Apps Mobile App (Android, iOS) $4.99 - $9.99
Dynamic English
Mobile App (iOS) $1.10
Lessons
eslai Mobile App (Android) Beta Testing
ESL Daily English Mobile App (Android) Free
ESL Aloud Podcast/App $9.99
LiveMocha Online $20/month
Lingorilla Online $10 - $20/month

 Target Countries
 China
 Japan
 Korea
 Foreign student enrollment
 Science & Engineering Fields
▪ Undergraduate
▪ Graduate
 Foreign Workers
 65,000 total H-1B Visas

2009 Enrollment Growth Rate*
China 16,000 26%
Japan 1,000 -15%
Korea 5,000 5%

*straight-line growth estimated for years from 2006-2009

2009 H-1B Visas
China 9,000
Japan 1,700
Korea 4,000

S & E Entrants from target countries: 37,000

Assume 10% will utilize a language-learning mobile app
 3,700 total at $15 price point
(slight price premium for additional qualities)

US Market Size: $55,500
 But still need to consider market abroad, as
huge potential exists in China

 Survey
 Interest in mobile app
 Competitors
 Existing Apps, but few comparable to ours
 Market Size
 Small market w/in US: ~$56,000

 Survey
 Interest in mobile app
 Competitors
 Existing Apps , but few comparable to ours
Market Size
 Small market w/in US: ~$56,000
Not within US, but
potential if marketed abroad

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