Parrot Hacking for Recovery 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

20. 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!

21. 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

22. Time
Feedback from native
speakers or teachers
Real life dialogue and
conversations
Entertaining!
Understandable
Convenient

23. 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

24. 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