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easy 
ten 
500 000+ 
downloads 
AppStore rating 
! 
based on 1000+ reviews 
Users have learned 
43 000 000+ 
new words 
LT...
EXECUTIVE SUMMARY 
• easy ten is a mobile app that helps busy people to study foreign language 
by learning 10 new words a...
PROBLEM: LEARNING TAKES TOO MUCH TIME 
• Spaced repetition is the most critical 
component of language learning. 
• Optima...
easy 
PRODUCT 
ten 4
MNEMONIC TECHNIQUES GAMIFICATION 
Achievements, Lieder boards & Levels 
keep our users engaged and provide 
constant feedb...
REMINDERS TRAININGS 
We’re bringing learning out of the app. You 
don’t even have to run easy ten duding 
the day. Just op...
SUBSCRIPTION LEADS GENERATION 
easy 
! 
unlim 
for 
$29,99 
ten 7 
1 
month 
for 
$ 2,99 
1 
year 
for 
$14,99 
User gets ...
THE MORE YOU LEARN, THE BETTER YOUR CONTENT IS 
Our technology tracks and analyzes individual linguistic behavior to provi...
SCIENTIFICALLY PROVEN 
easy 
ten 
New words retention* 
after studying for 15 min with: 
9 
Textbooks 
Flashcards 
easy 
t...
RAPIDLY SCALABLE MODEL 
No feature gets in easy ten if it’s not easy scalable. That is why we focus on 
adaptive technolog...
WE REDUCE CAC VIA ANY PAID CHANNEL BY DRIVING 
ORGANIC AND VIRAL INSTALLS 
It makes us independent from the local markets ...
easy 
BUSINESS 
ten 12
Our goal is to have 50% Mobile Assisted Language Learning 
Mobile ! 
Language-learning 
$58,7 bln 
Annual market size 
30%...
PRESS APPEARANCE PARTNERS 
USERS TRACTION 
iPhones.ru 
Dec 2013 Jan 2014 Feb 2014 March 2014 April 2014 May 2014 
MAU 42 5...
COMPETITIVE LANDSCAPE 
Mobile-first 
adaptive 
expert+user content 
Mobile-first 
expert+user content 
Web-first 
Content ...
ESTIMATED GROWTH 
easy 
ten 
16 
We’ve managed to build the team that rocks and the product that kicks 
without any invest...
PRODUCT ROADMAP 
PRODUCT SCALING GLOBALISATION B2B SALES 
1 2 3 
Tablets version 
Android version 
Windows Phone version 
...
THE ECONOMICS OF GROWTH 
easy 
ten 
18 
Year 1 
2013-2014 
Seed Round A 
Year 2 
2014-2015 
Year 3 
2015-2016 
Language pa...
easy 
TEAM 
ten 19
easy 
ten 20 
Sergey Muratov 
iOS Developer 
Bioinformatics and cognitive 
technology intern, MIPT. 
Nikita Pestrov 
COO 
...
Rapid growth requires both scientific & practical skills. That is why we have industry 
stars with experience in product m...
easy 
We have the lift-off 
Now to reach our goals we are 
closing a seed round and searching 
for a partners with global ...
PS. VISION 
• As globalization emerges, we can’t afford not to speak several foreign 
languages to be successful. Modern t...
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easy ten for Silicon Valley Meets Russia 2014

  1. 1. easy ten 500 000+ downloads AppStore rating ! based on 1000+ reviews Users have learned 43 000 000+ new words LTV = $0,34 CAC = $0,09 Mobile app that helps you learn 10 new foreign words a day
  2. 2. EXECUTIVE SUMMARY • easy ten is a mobile app that helps busy people to study foreign language by learning 10 new words a day. • Our system is based on a scientifically proven form of repetition, which our team of cognitive neuroscientists & mathematicians has been developing for several years. • We’re raising a Seed round to (1) enhance our technology of content personalization & viral mechanics, then (2) scale faster by adding 14 more language pairs at a time. • Our goal is to become a world’s most popular language learning ecosystem, integrating language learners and teachers. easy ten 2
  3. 3. PROBLEM: LEARNING TAKES TOO MUCH TIME • Spaced repetition is the most critical component of language learning. • Optimal focus time of our brain is 2–3 minutes, this reaffirms that the bit-sized learning blocks are most effective. • Learning foreign words is a major issue of all language learners and we manage to optimize it up to 40%. easy ten 3 Due to poor use of spaced repetition and a large volumes of memorized information we forget up to 90% of what we learn
  4. 4. easy PRODUCT ten 4
  5. 5. MNEMONIC TECHNIQUES GAMIFICATION Achievements, Lieder boards & Levels keep our users engaged and provide constant feedback on their progress. easy ten proved to be valuable starting from 30-sec. usage sessions. And its intensive techniques such as BrainBoost even doubles learning effectiveness. VIRALITY CROWDSOURCING Our users love to tell their friends about easy ten, aseptically when we give them extra days of subscription for every invitee. Users are able to share their lists of words. This makes easy ten to be a great tool for teachers, enabling them to interact with their students or even find new ones in the app.
  6. 6. REMINDERS TRAININGS We’re bringing learning out of the app. You don’t even have to run easy ten duding the day. Just open it once to start receiving offline word/translation reminders. LATEST EXAMPLES easy ten trains all kinds of language skills: spelling, hearing and pronouncing. Along with the dictionary definitions, we provide users with the real life examples of words usage from twitter. Sorted and filtered, only the top relevant tweets meet our users. LINGVOPROFILE To visualize the studying progress, we create a personal linguistic profiles for every user that highlights the learning path.
  7. 7. SUBSCRIPTION LEADS GENERATION easy ! unlim for $29,99 ten 7 1 month for $ 2,99 1 year for $14,99 User gets prize from our client e.g. Discount, Free lesson, Coupon, etc. +7 Fills-in his data to activate it Client pays us for each new customer 63% revenue 14% revenue 21% revenue B2B2C BUSINESS MODEL
  8. 8. THE MORE YOU LEARN, THE BETTER YOUR CONTENT IS Our technology tracks and analyzes individual linguistic behavior to provide users with personalized study course and recommendations from our partners. easy ten 8 Word {length} {frequency} {complexity} {part of speech} {subject} {relevance} {importance} etc. !! Offline schools Online Schools Language clubs
  9. 9. SCIENTIFICALLY PROVEN easy ten New words retention* after studying for 15 min with: 9 Textbooks Flashcards easy ten + Carousel easy ten + BrainBoost 3x 2x 1x * Now performing experiments at MIPT, data is incomplete. Yet confirmed by thousands of pieces of anecdotal evidence. See iTunes reviews. 4x
  10. 10. RAPIDLY SCALABLE MODEL No feature gets in easy ten if it’s not easy scalable. That is why we focus on adaptive technologies, user retention and virality. Localization and adding 14 more lingual pairs is as simple as licensing dictionaries from Harper Collins inc. easy ten 10
  11. 11. WE REDUCE CAC VIA ANY PAID CHANNEL BY DRIVING ORGANIC AND VIRAL INSTALLS It makes us independent from the local markets pricing factors Virality 20% Paid installs 40% Organics 40%
  12. 12. easy BUSINESS ten 12
  13. 13. Our goal is to have 50% Mobile Assisted Language Learning Mobile ! Language-learning $58,7 bln Annual market size 30% $17,6 bln Marketing costs 10% $1,7 bln Online marketing 1,71 bln Smartphone users 30% 513 mln Language learners 20% 154 mln Our potential users market share by 2017, which is $880 mln Lead price до 10$ CAGR = 36,7% CAGR = 14,5% easy Offline ! Language-learning ten 13
  14. 14. PRESS APPEARANCE PARTNERS USERS TRACTION iPhones.ru Dec 2013 Jan 2014 Feb 2014 March 2014 April 2014 May 2014 MAU 42 500 58 300 61 500 68 000 70 000 73 000 Revenue 2 240 $ 3 050 $ 3 440 $ 3 870 $ 4 120 $ 6 850 $
  15. 15. COMPETITIVE LANDSCAPE Mobile-first adaptive expert+user content Mobile-first expert+user content Web-first Content platforms Web-first User content Expert content
  16. 16. ESTIMATED GROWTH easy ten 16 We’ve managed to build the team that rocks and the product that kicks without any investment. Now its time to boost our metrics and scale! Metrics Current KPI (1 year) Downloads 500 000 2 500 000 Churn (30 days) 35 % 20 % MAU 70 000 640 000 LTV 0,34 $ 1 $ Viral K 0,2 0,5 # language pairs 1 14
  17. 17. PRODUCT ROADMAP PRODUCT SCALING GLOBALISATION B2B SALES 1 2 3 Tablets version Android version Windows Phone version Web browsers extensions easy SCALING China India Brazil Japan Europe LMS platform SaaS for schools Teacher tools ten 17
  18. 18. THE ECONOMICS OF GROWTH easy ten 18 Year 1 2013-2014 Seed Round A Year 2 2014-2015 Year 3 2015-2016 Language pairs 1 14 24 Downloads 470 000 2 500 000 10 000 000 LTV 0,20 $ 1 $ 2,46 $ Revenue 95 000 $ 2 500 000 $ 24 600 000 $ Marketing 38 000 $ 360 000 $ 8 500 000 $ Opex 140 000 $ 500 000 $ 1 880 000 $ EBITDA -83 000 $ 1 640 000 $ 14 220 000 $
  19. 19. easy TEAM ten 19
  20. 20. easy ten 20 Sergey Muratov iOS Developer Bioinformatics and cognitive technology intern, MIPT. Nikita Pestrov COO Bioinformatics and cognitive technology intern, MIPT. Dmitry Zaryuta CEO Medical doctor, designer, marketer. Vasily Sochinsky Android team-lead Bioinformatics and cognitive technology intern, MIPT. Alexey Goncharov iOS developer Computer linguist, MIPT. Kirill Potehin Back-end engineer Former QSOFT developer. ~ FOUNDERS TEAM ~
  21. 21. Rapid growth requires both scientific & practical skills. That is why we have industry stars with experience in product management, code architecture and machine learning on our team. easy Victor Safronov Big data engineer PHD at Machine learning, MIPT ~ EXECUTIVE TEAM ~ Eliah Snakin CTO Scrum & Agile evangelist, iOS, PHP, JS expert Leonid Repin Back-end Architect 9 years experience, former CTO at Lanvell Imil Ziyaztdinov Android Developer Student at Business Informatics faculty, HSE ten 21
  22. 22. easy We have the lift-off Now to reach our goals we are closing a seed round and searching for a partners with global mobile market scaling expertise Dmitry Zaryuta CEO & Founder, easy ten zaruta@easy10.com +79653815000 ten 22
  23. 23. PS. VISION • As globalization emerges, we can’t afford not to speak several foreign languages to be successful. Modern time-lacking lifestyle dictates that learning of foreign languages should be as efficient as humanly possible. • easy ten will emerge as an adaptive matrix of bit-sized fundamental knowledge blocks, connecting teachers and students and helping them interact with each other. • Plugged into all the world’s major learning environments, including browsers, e-readers, mobiles, tablets, glasses, smart watches, cars and even devices that don’t exist yet, easy ten will turn them into your personal language tutors. Learning should be a part of everyday life. • Whether easy ten continues to grow on our own, or as part of a larger education-focused company, we will continue to lead the movement of optimizing language learning in the decades ahead. easy ten 23
  • AlexanderTsyplikhin

    Sep. 24, 2014
  • ko4er

    Sep. 24, 2014
  • yurylifshits

    Sep. 24, 2014
  • alekseevpg

    Sep. 24, 2014
  • tchernetski

    Sep. 24, 2014
  • sharifulin

    Sep. 23, 2014

easy ten for Silicon Valley Meets Russia

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