The document outlines a strategy for a language learning app that aims to provide free language courses worldwide and help users get certified at low costs. It will offer both free "freemium" services like courses, tests, and discussions, as well as paid "premium" services like specialized certification and mentorship. The app will target students looking to study abroad through collaborations with universities and discounts. It will distribute through app stores and promote through blogs, social media, and videos to maximize its reach among potential users interested in learning new languages.

1. Learn
Free
Break Language Barrier
To your success

2. Overview
Executive Summary
Situational Analysis
Goal
Strategy
Tactics
Implementation
Control

4. Executive Summary
➢ The company aims to provide free language learning
opportunity to its consumers worldwide.
➢ The company also aim to help them get certified proficiency
at minimal price other than costly examinations.
➢ Connect people from different regions and promote inter
cultural exchange of knowledge.
➢ Provide great learning experience to its consumers.

6. Situational Analysis
➢ Some similar apps present in the market are
-> Duolingo
-> Babbel
-> Memrise
➢ Duolingo is the major competitor among them and the
current analysis has been made taking it as basis

7. Points of Parity
➢ Provide core language courses as free
➢ Provide ‘Test Centre’ to get certification of proficiency in
different languages
➢ Free from advertisement
➢ Linking progress with Linkedin
➢ Crowdsourced translation based business model
➢ We also have premium features available

8. Points of Difference
➢ Free digital certificate for basic or elementary proficiency
➢ Provide one-to-one and group chat conversation (audio and
video)
➢ Provide an information brochure containing information
about schools and universities and their online courses for
further specialization
➢ Premium service also include discussion and live chat
sessions with mentors from renowned schools and colleges

9. Target Market
➢ The major customers include undergraduate and graduate
students looking to study abroad and required to learn new
language to interact with people there and for studies
➢ The audience also include school going students who are
always eager to learn something new
➢ On a general level, the customers include all android
smartphone users interested to learn new language and
culture

11. Goal
➢ To maximise the reach of the company to potential
customers, i.e. people (especially students) having
smartphone and eagerness to learn new languages
➢ To give quality service and spread awareness about the app

13. Strategy
➢ To have a collaboration with different universities and other
educational institutes to contribute in crowdsourced
translations and other features on the app
➢ To attract students by offering special discounts for them
➢ To keep a balance between freemium and premium services

14. Freemium services

15. Freemium services
➢ All core language courses
➢ Group discussions on forum along with one-to-one chat
(audio and video included; only if other person accept your
request;unmonitored and take into consideration only in
case of conversation being reported)
➢ Linking progress in the course with Linkedin profile
➢ Virtual money that is earned by doing well in course and is
used to unlock more features and get surprise features in
festive seasons
➢ Timed practice quizzes and progress quizzes that help to
check the progress

16. ➢ Certificate for basic or elementary level proficiency in any
language(on the basis of unmonitored written test;only after
acquiring certain specific amount of virtual cash and certain
definite score in test)
➢ Platform for school teachers to start their own online
classroom
➢ Information brochure -: contain information about different
universities sorted according to streams and also
information about various online courses for further
specialization
➢ Special language course for some general technical
terminology
➢ Speaking practice by listening and reading a certain

17. Premium services

18. Premium services
➢ Specialized certification for proficiency in a certain
language(monitored written test)
➢ Discussion with mentors for your language courses who are
prominent professors or teachers
➢ Live chat sessions from keynote speakers on language
learning techniques and cultural linking
➢ Advance special courses on technical terminology in a
certain language (the stream is selected by the consumer)

19. Premium services
➢ Other services like help to prepare your CV, learn to write
essays, article, blog etc
➢ Translation for your documents
➢ Speaking practice feature in which you listen and read a
conversation and then repeat it and the monitored system
tells you about your correctness and guide you for the same

20. Value Proposition
Consumer Value
➢ Old and regular consumers get incentives in form of bonus
skills and discounts on premium services.
➢ The consumers who invite their friends or acquaintances are
given some incentives
➢ According to reviews , app will be updated time to time
➢ Quality service is our first priority

21. Collaborator’s value
➢ They will experience growth in their popularity among
students because of their advertising in app’s information
brochure
➢ They will also get incentives for their contribution and
referrals

22. Company’s value
➢ Company’s motto is to provide free and interactive language
learning experience to its customers
➢ We know the importance of our consumers, employees and
collaborators and use holistic marketing strategy most of the
time

24. Tactics
Milingo
An android app that helps consumers to learn new languages
free of cost anytime anywhere
in an interactive manner
along with paid premium services Our App
Our App
Our App
What we offer

25. Communication
➢ Since app target mainly students, we will invite professors
and teachers from different universities through emails to get
free trial of all services(including premium ones) and provide
their feedback
➢ We will blogs on our app describing all its features and the
feedback of the people for our app
➢ We will also use social media sites like facebook, twitter etc.
Link for our app will be provided with the advertisement
➢ Customers can also reach us through customer care,
whatsapp numbers, email etc
➢ We will also make youtube videos promoting our app,
descirbing its features and quality

26. Distribution
➢ We will use mainly two channels for distribution of our app
-> Through Google Play Store
-> By use of Amazon App Store
➢ We also have to keep checking for privacy and try to prevent
it

27. Pricing
➢ The premium features (excluding certificates and document
translation) will cost from $3 to $10 per feature
➢ The document translation cost will vary from language to
language but it could be maintained for around 10 cents to
$1 per page (A4 size according to American National
Standard Institute(ANSI))
➢ The certificate will cost around 20$ similar to Duolingo
➢ The charges for extra features in freemium version can be
compensated by the advertising commission from various
universities
➢ The value pricing strategy has been employed here

29. Implementation
➢ We will have our app and website
➢ We will have our R&D and innovation team that checks the
crowdsourced resources to create better courses for
customers and add new features according to need
➢ We will have a marketing team that publicize our app and
keep checking the data related to market share by circulating
survey forms etc
➢ We will have a public relation team that will help to contact
educational institutions and to create collaboration with them

30. Control

31. Control
➢ Analyzing the number of download of app in the given period
along with the percentage of people who opt for premium
features and also who opt for paid proficiency certificate
➢ Analyzing the competitors growth in market share
➢ Look for new competitors and their capabilities
➢ Analyze the reviews provided by people and act accordingly

33. Disclaimer
➢ These slides are prepared by Akshay Mahajan, IIT Kanpur,
under the guidance of Prof. Sameer Mathur during an
internship of marketing management.