The Problem

Lack of Motivation: For adults (who have long passed their youthful critical period of neuroplasticity), learning a new language can feel like a chore. Adults can definitely see the value in learning a new language, but lack the time and energy; the drive for learning comes in waves. Language learning is boring. Furthermore, though its instrumental value is clear, there is indeed a sense of delayed gratification. Given their life’s circumstances, they do not have the opportunity to regularly utilize their education in a real way.

Lack of Opportunity: Our ideal market segment does not live in a geographical area that requires the use of their target language. They are able to develop reading, writing and listening skills through books, videos and other media, however, their ability to speak is underdeveloped. Language classes and private tutoring services are time consuming and pricey. More importantly, they do not provide the opportunity to exercise real-life conversations. Language exchange sites/apps are an option, but people seem a bit “creepy”. The opportunity to travel is the most exciting alternative, but time and resources are limited. Furthermore, sparking up conversations and friendships with locals is not always as simple as buying a plane ticket.