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Parrot H4R Stanford 2020

Parrot Hacking for Recovery Stanford 2020

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Parrot H4R Stanford 2020

  1. TEAM PARROT Fusing education with entertainment to make foreign language learning fun AND effective TikTok meets DuoLingo… DAY 5 New Interviews: 10 Total user interviews completed: 56 Mentor: Wendy Tsu
  2. TEAM MEMBERS JESSICA YAN JANELLE CHEUNG SEHAJLEEN KAUR LOUISE ZENG Stanford B.S. Symbolic Systems Stanford B.S. Computer Science Stanford B.A. Science, Technology, and Society Stanford B.A. Psychology https://www.linkedin.com/in/jessica-y-51b02010b/ https://www.linkedin.com/in/janelle-cheung/ https://www.linkedin.com/in/sehajleenkaur/ https://www.linkedin.com/in/louise-zeng/ SME: Learning non-native languages SME: N/A SME: N/A SME: N/A Role: Picker Role: Hacker Role: Designer Role: Hustler Speaks just one dialect of Chinese… plus Spanish! Student Ambassador for U.S. State Dept language learning program Speaks three dialects of Chinese ​ Interned as a software developer at JP Morgan & Chase and The Daily Beast​ Parents speak Portuguese when they don't want her to understand​ ​Kickstarting a project to help Sikh youth apply to institutions of higher education​ Speaks Spanish, some Chinese, & interested in French next :)​ Content creator for Disney "Dream Big, Princess" campaign​
  3. Here’s what we thought... ● Language learning is really tough online in COVID-19. ● The language you learn in class isn’t applicable to daily life. ● People aren’t having fun learning language in class. ● Anybody learning a language would benefit from increased exposure to native speakers speaking target language
  4. BUSINESS MODEL CANVAS v0 People who want to learn the language to communicate, not just for academics (ex. expats) Verifiers (eventually crowd sourced) to certify that the language used is grammatically correct or colloquially correct Content creators Payment of content moderators Freemium model Content creators Build a community around language learning, pop culture, and humor Educational Institutions Possibly Tik Tok itself? (to tap into for MVP) Native language speakers Software/platform Problem Lack of access to engaging online human connection- based language learning online Continuous release of features and content Middle school + HS students who want/need to learn a language and want to do it in the most enjoyable way possible; college students looking to study abroad People looking learn more about the culture, not just the language Needs Lack of access to language learning that’s applicable to daily life COVID-19: Cultural exposure + language immersion when travel isn’t possible; fulfilling & productive way to spend time in quarantine Continuous production of fresh content in different languages, at a variety of language skill levels Payment of employeesDevelopment and maintenance of technological infrastructure Payment of content creators (future) Monthly/yearly subscription Advertising Website Marketing channels through language learning communities (ex. Reddit, schools) B2C - App released on Play Store + App Store
  5. BUSINESS MODEL CANVAS v1 - 15 interviews People who want to learn the language to communicate, not just for academics (ex. expats) Development & moderation of platform for quality assurance Content creators Payment of content moderators Freemium model Content creators Build a community around language learning, pop culture, and humor Language teachers Native speakers Native language speakers Foreign language teachers Problem Learning languages is amazing in theory, but it’s a grind in practice. Fun and immersion are key to learning languages properly… and that’s tough to do online. Continuous release of features and content Middle school + HS students who want/need to learn a language and want to do it in the most enjoyable way possible; college students looking to study abroad People looking learn more about the culture, not just the language Needs Exposure to culture and real-life conversations Increased motivation for consistent learning to ensure language learning is fun and not a chore Continuous production of fresh content in different languages, at a variety of language skill levels Payment of employeesDevelopment and maintenance of technological infrastructure Payment of content creators (future) Monthly/yearly subscription Advertising Website Marketing channels through language learning communities (ex. Reddit, schools) B2C - App released on Play Store + App Store Creation of starter packs
  6. Time Songs, chants, alphabet Fully comfortable in all topics Learning vocabulary and grammar structures (most time spent here) The Language Learning Curve
  7. Maximize Fluency Minimize Time ● Consistent practice ● Not bored -- fun and engaging ● Integrate into daily life and regular habits ● Exposure to culture and daily life ● Pace and tone of real life conversations “I always wished I practiced consistently for a little bit each day instead of trying to cram three hours per day for a week when the motivation strikes me.” “I watched a lot of TV, read books, and focused on immersing myself from the very beginning. You’re hearing Japanese from a Japanese speaker rather than watering it down to your level.” “Language is a social act -- language is not learned speaking to a wall in a dorm, it’s learned by talking to people.” “In high-school, I might not have been the best student, but plopping me down and having me stare at characters doesn’t work; it has to be about the actual communication about person-to-person.” “When I was in Mexico, they called me a ‘fresa’ because I spoke ‘rich white boy Spanish’...”
  8. STOP! don’t boil the ocean….
  9. Day 2 Insights - avoiding “boiling the ocean” ● Narrowing in of customer segments - who will be our earlyvangelists? ○ YES to Intermediate proficiency language learners ■ Have already built up a solid enough understanding of the language such that they could consume content and mostly understand it, while still needing some help ■ Are excited and passionate about furthering their language skills; actively seeking out ways to improve ○ NO to travelers/expats ■ Either at completely at the beginner stage and would seek out a easier way to learn the essentials, or are already comfortable with the language ○ NO to college students looking to study abroad ■ Those who are intermediate proficiency may be a good fit, but there are simpler ways to learn “survival phrases” - this was too broad a group
  10. BUSINESS MODEL CANVAS v2 Extension/add-on to social media apps, allowing users to add subtitles in English & the language the user is hoping to learn Intermediate language learning students who have familiarity with Tik Tok and want to supplement their learning Content creators on Tik Tok Payment of content moderators Freemium model - free access to content, paid access to textbook-style learning + access to native speakers/teachers Tik Tok content creators Build a community around language learning, pop culture, and humor Language teachers Native speakers Native language speakers Foreign language teachers Problem Learning languages is amazing in theory, but it’s a grind in practice. Fun and immersion are key to learning languages properly… and that’s tough to do online. People looking to learn more about the culture, not just the language Needs Exposure to culture and real-life conversations at the language proficiency level Increased motivation for consistent learning to ensure language learning is fun and not a chore Payment of employees Development and maintenance of technological infrastructure Advertising Browser extension Marketing channels through language learning communities (ex. Reddit, schools) B2C - App released on Play Store + App Store translators App Store/Chrome Aid, support, and encourage students in their language learning process Monthly/yearly subscription
  11. Time sharpen the curve
  12. Time to Pivot: “Lens” Rather than Platform After ~30+ interviews, we realized: Creating our own TikTok-like platform presented these challenges ● TikTok is so well-loved because of its genuine, down-to-earth, and random nature ○ It would be difficult to replicate this wealth of spontaneous and organic content ○ “I wouldn’t want it to feel fake, like Dora.” - an interviewee on content ● Would have to incentivize content creators to create on our platform, as opposed to (or as well as) on TikTok - they would be another customer segment initially ● However, if we drew content from TikTok to put on our own platform, this would put us at TikTok’s mercy -> us decreasing their users and them noticing -> TikTok getting angry and suing -> startup fire/death of Parrot Thus, we decided to pivot ● Rather than creating a totally new social media platform, we decided to create a “lens” that you could toggle on and off directly on your regular TikTok account ● This would allow us to take advantage of all the rich content already on TikTok. and would align us so that we were not longer a direct competitor with TikTok
  13. BUSINESS MODEL CANVAS v3 Extension/add-on to social media apps to add subtitles on Tik Tok Intermediate language learning students who have familiarity with Tik Tok use Tik Tok and want to supplement their learning Content creators on Tik Tok, fluent or native speakers Payment of content moderators Freemium model - free access to content, paid access to textbook-style learning + access to native speakers/teachers Tik Tok content creators Build a community around language learning, pop culture, and humor Language teachers Native speakers Native language speakers Foreign language teachers Problem Learning languages is amazing in theory, but it’s a grind in practice. Fun and immersion are key to learning languages properly… and that’s tough to do online. People looking to learn more about the culture, not just the language Needs Exposure to culture and real-life conversations at the language proficiency level Increased motivation for consistent learning to ensure language learning is fun and not a chore Payment of employees Development and maintenance of technological infrastructure Advertising Browser extension Marketing channels through language learning communities (ex. Reddit, schools) B2C - App released on Play Store + App Store translators App Store/Chrome Aid, support, and encourage students in their language learning process Monthly/yearly subscription Instant translation of subtitles from target language to native language
  14. est un texte d'espace réservé couramment Close your eyes and apply the eyeliner apply (v): 1. make a formal application or request + Close your eyes and apply the eyeliner apply (v): 1. applicar 2. usar + 2.6 4.1 4.1
  15. Customer Persona - “Annie” High school/college student who is a Tik Tok user and loves cultural exchange and language learning Demographic ● 15-24 years old (target age: 17) ● From a major American suburb or city ● Family has a middle class or upper-middle class socioeconomic status Psychographic ● Traveled abroad in a language/cultural exchange program during high school; they loved this experience and would describe it as “life-changing” ● Excited to continue pursuing their target language as well as learn other languages ● Hobbies: watching Netflix, trying new restaurants (including ethnic foods!), going to pop music concerts, playing a sport like soccer or swimming ● May follow: @UnitedNations, @US.StateDepartment, @TaylorSwift, @MichelleObama, @Beyonce, @AriannaGrande, @HypeHouse, @CharlieDiAmelio ○ #languagelearning #studyabroad #culturalexchange #exchangeourworld
  16. BUSINESS MODEL CANVAS v4 Extension/add-on to social media apps to add subtitles on Tik Tok Intermediate to advanced level proficiency language learning students who are at or around high school/college-age, use Tik Tok and want to supplement their learning Content creators on Tik Tok, fluent or native speakers Payment of content moderators Freemium model - free access to lens, paid access to textbook- style learning + access to language buddies/tutors Tik Tok content creators Build a community around language learning, pop culture, and humor Language teachers Native speakers Native language speakers Foreign language teachers Problem Learning languages is amazing in theory, but it’s a grind in practice. Fun and immersion are key to learning languages properly… and that’s tough to do online. Needs Exposure to culture and real-life conversations at the language proficiency level Motivation for consistent learning to ensure language learning is fun and not a chore → rewarded by comprehension Ability to practice language with a native speaker and get live feedback from a human Payment of employees, including native speakers and language teachers Development and maintenance of technological infrastructure Advertising Browser extension Marketing channels through language learning communities (ex. Reddit, schools) B2C - App released on Play Store + App Store translators Aid, support, and encourage students in their language learning process Monthly/yearly subscription Instant translation of subtitles from target language to native language Certified language tutors
  17. Learn with a native speaker Check your examples Watch again
  18. Monetization Language Buddies Tik Tok Lens + Flashcards Certified Tutors Passive learning Active Learning ($$$) New Customer Pipeline ● Referral program ● Ambassador program Converting passive to active ● Language learners motivated by access to new community and culture ● More time on Tik Tok = more exposure to culture ● Rewarded by understanding native content (subtitles) ● COVID = can’t go to countries
  19. Here’s where we ended... ● Language learning is really hard all the time (not just in COVID), but there’s a lot that can be done to help. ● The language you learn in class is a necessary foundation, but actually using the language in real life requires practice and exposure. ● Everybody will benefit from exposure to native speakers, but intermediate language learners will benefit the most. ○ It can be very challenging to find material for your proficiency, but once you’ve found it, you tend to really like it. ● The fun part of language learning comes from community, talking to people, and learning new perspectives!
  20. Needs Exposure to culture and accessible real-life conversations Motivation: fun, comprehension, new communities Ability to practice language with a native speaker and get live feedback from a human BUSINESS MODEL CANVAS FINAL Extension/add-on to social media apps to add subtitles on Tik Tok Intermediate to advanced level proficiency language learning students who are at or around high school/ college age, use Tik Tok and want to supplement their learning Content creators on Tik Tok, fluent or native speakers Freemium model - free access to lens, paid access to language buddies/tutors Tik Tok content creators Build a community around language learning, pop culture, and humor Language teachers Native speakers Native language speakers Foreign language teachers Problem Learning languages is amazing in theory, but it’s a grind in practice. Fun and immersion are key to learning languages properly… and that’s tough to do online. Payment of employees, including native speakers and language teachers Development and maintenance of technological infrastructure Advertising Browser extension Marketing channels through language learning communities (ex. Reddit, schools) B2C - App released on Play Store + App Store translators Aid, support, and encourage students in their language learning process Instant translation of subtitles from target language to native language Certified language tutors Dictionary developers Target language dictionary definitions
  21. Time Feedback from native speakers or teachers Real life dialogue and conversations Entertaining! Understandable Convenient
  22. NEXT STEPS 1. Show potential users the new MVP 2. Explore technological feasibility/hacks 3. Examine price points for language buddy service a. Conversion from free to paid service 4. Evaluate optimal time for referral program 5. Investigate what type of interaction customers want with language buddies/tutors a. Checking sentences and examples b. Building a social language-learning community 6. Evaluate restrictions to put around language tutor program -> what is an ideal amount of time to offer access? 7. Reach out to potential translators, language tutors, teachers, etc. 8. Experiment with ‘gamification’ and streaks to keep users coming back
  23. THANK YOU TO THE H4R DREAM TEAM Teaching Team Tom Bedecarré Steve Blank Tina Seelig Steve Weinstein Pete Newell Mar Hershenson TA’s Jin Woo Yu Valerie Rincon Nicole Orsak Diva Sharma Mentors Wendy Tsu Rehka Pai ...and more and to the 50+ people who took the time out of their day to speak with us about their language learning experiences… Hacking 4 Recovery truly was the experience of a lifetime, and we are so grateful for each and every one of you <3

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  • ChisomObi5

    Jan. 20, 2021

Parrot Hacking for Recovery Stanford 2020

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