Nesuku's Initial Launch

THE STORY

Andy and Lars, two students at the University of Michigan's Joint Institute at Jiao-Tong University in Shanghai, wanted to improve their Chinese.

However, they had a hard time finding a teacher that catered to their learning needs and was willing to come to campus.

At the same time, Andy knew that his mother, a Japanese language teacher, was having trouble with scheduling and finding students.

They enlisted Emily's help, and together, they created an online language-learning marketplace.

MARKET NEEDS ASSESSMENT AND LAUNCH

Primary Market Research

The team conducted over 100 potential customer interviews with language learners, language teachers, and people who wanted to learn languages but had not yet begun lessons. The team also launched a large-scale consumer survey.

Competitor Analysis

The team conducted secondary market research on the language learning market and analyzed competitors' strengths and weaknesses.

Customer Personas

Based on their research, the team identified 2-3 personas of teachers and learners that we wanted to target.

Experimental (Beta) Sales

The team conducted experimental sales to see how much interest there would be in the online language-learning market, as well as what price teachers and students would be willing to pay for it.

Product Launch

The team launched the product via social media marketing channels as well as WOM through the people we had previously interviewed.