This document describes a mobile English tutoring service called TELLA that provides personalized 1-on-1 tutoring via text and voice chat with native English tutors for 30 minutes per day. It analyzes user data to track progress and customize tutoring and self-study content. The service aims to offer affordable English instruction through a technology-driven, personalized curriculum delivered by an online platform. It plans to launch an app, continuously upgrade the data analysis system and app functions, and expand globally within two years on an investment of $200,000.

1. Mobile English Native Tutoring Service
Better English Everyday

2. Low
English
Proficiency

3. Lack of
Effort
Low
English
proficiency
10+ years of public English Education
0.6-1% of total GDP spent ($10 B)
$1,200/person spent annually
X

4. 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

5. Telephone English
Wall Street Institute
1:1 private tutoring (w/ native)
…
Lack
Effective
Practice
English
Constipation

6. Expensive
(avg. $30/hour)
Standardized
curriculum
Tutor
Dependent
Affordable
cost
($10-15/hour)
Personalized
curriculum
Technology
Driven

7. mobile English
native tutoring
w/ personalized content
through user data analysis
The Service

8. The Service – 1. Tutoring
Talk w/ native tutor
• 30 minutes per day
• via text & voice
• instant correction & feedback

9. The Service – 1. Tutoring
Talk w/ native tutor
• 30 minutes per day
• via text & voice
• instant correction & feedback

10. The Service – 2. Data Analysis
• # of corrections
• Variety/range of vocabulary/expressions
• Average level of English
 Show user’s level of growth

11. The Service – 3. Personalized Contents
Customized
tutoring & self-study contents
based on level & interest of learner

12. The Service – 3. Personalized Contents
Customized
tutoring & self-study contents
based on level & interest of learner
 ‘Systematic user-based approach’

13. The Service

14. The Service – The Virtuous Cycle

15. Expensive
(avg. $30/hour)
Standardized
curriculum
Tutor
Dependence
Affordable
cost
($10-15/hour)
Personalized
curriculum
Technology
Driven
sustainable service
 enhance English communication

16. Why can TELLA do this?

17. 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

18. 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

19. The Team

20. 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.

21. 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 +

22. $200,000
investment
(for developing first platform; 6-8 months)

23. Yuha Jin
+82-10-7224-1418
yuha@tella.co.kr