150606 tella inc
Post on 28-Jul-2015
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Mobile English Native Tutoring Service
Better English Everyday
LowEnglish
Proficiency
Lack of Effort
LowEnglish
proficiency
10+ years of public English Education
0.6-1% of total GDP spent ($10 B)
$1,200/person spent annually
X
Yet 121st in English communication skills
10+ years of public English Education
0.6-1% of total GDP spent ($10 B)
$1,200/person spent annually
Telephone English
Wall Street Institute
1:1 private tutoring (w/ native)
…
LackEffectivePractice
EnglishConstipation
Expensive(avg. $30/hour)
Standardized
curriculum
Tutor
Dependent
Affordable
cost($10-15/hour)
Personalized
curriculum
Technology
Driven
mobile English
native tutoring
w/ personalized content
through user data analysis
The Service
The Service – 1. Tutoring
Talk w/ native tutor
• 30 minutes per day
• via text & voice
• instant correction & feedback
The Service – 1. Tutoring
Talk w/ native tutor
• 30 minutes per day
• via text & voice
• instant correction & feedback
The Service – 2. Data Analysis
• # of corrections
• Variety/range of vocabulary/expressions
• Average level of English
Show user’s level of growth
The Service – 3. Personalized Contents
Customized
tutoring & self-study contents
based on level & interest of learner
The Service – 3. Personalized Contents
Customized
tutoring & self-study contents
based on level & interest of learner
‘Systematic user-based approach’
The Service
The Service – The Virtuous Cycle
Expensive(avg. $30/hour)
Standardized
curriculum
Tutor
Dependence
Affordable
cost($10-15/hour)
Personalized
curriculum
Technology
Driven
sustainable service enhance English communication
Why can TELLA do this?
The Hidden Opportunity
Opportunity
• Captured opportunity from East Africa’s youth unemployment problem (Uganda, Kenya, etc.)
• High educated English native human resource
• Text – East Africa, Voice – Phillippines
Experience & insight
Pivot : video telephone chat (v. 1, 2, 3, 3.1, 3.2, …)
• 2014.2~now: KakaoTalk Tutoring Service
• Purchase rate: 15% (317 paid customers, 2,127 trial users)
• Revenue: $80/customer ($23,323)
• Repurchase rate: 17.0%
• Expect rates to double or triple with an integrated platform
The Team
The Market
• Korean mkt. size
• $180 M mobile (2-3 years old)
• $10 B English edu. mkt.
• Competitors:• Does not have data analysis function
• T2M: Only correction – not real-time
• Eigooo: No systematic approach
• China mkt. size
• $21 B English online edu. Mkt.
The Plan
Strategy: Lean & Go global
1. Launch app (Sep. ‘15) : tutoring & basic data analysis
2. Upgrade “AFAP” : upgrade data analysis system & app functions
3. Go global (Summer ’16) : enter Chinese / SEA / Taiwan market
In 2 years…
5,000 customers / month
$1 million +
$200,000investment
(for developing first platform; 6-8 months)
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