JUST SPEAK UP
1. INTRODUCTION
An app for teaching language…
2. BRANDING
TAGLINE: Embrace the world, speak every language.
NAME: LangScape - “language” + “landscape” - Combines “language” and
“landscape,” evoking the idea of exploring diverse linguistic and cultural terrains.
MISSION: To make language learning accessible, enjoyable, and impactful by
providing personalized information that empower people to bring users closer to
fluency through motivation, goal-setting, durability, and connection, leading to
confidence, comfort, and fluency in using the language in real life.
VISION
To build a global community united by language, bridging distances and creating
friendships across borders.
CORE VALUES
Accessibility: Language learning should be accessible to everyone, no matter their
background, financial status, or location. This principle is reflected in the app through
affordable or free learning options, a user-friendly design suited for all ages, and
inclusive accessibility features that accommodate diverse needs. These elements
ensure that language learning remains open and beneficial for all users, fostering a
truly inclusive learning environment.
Connection: Learning thrives when it’s shared, allowing people to connect, exchange
experiences, and support one another along the way. This philosophy is brought to
life in the app through interactive forums, group challenges, and live sessions, where
users can build a supportive network of fellow learners from around the globe. These
features encourage a sense of community, making the language-learning journey
more collaborative and engaging.
Innovation: Language learning is dynamic, constantly evolving with new insights and
technologies, and the tools that support it must adapt accordingly. The app
demonstrates this commitment by consistently incorporating cutting-edge technology
and the latest research into its features. Regular updates introduce advancements
like AI-driven assessments for personalized feedback, speech recognition for
accurate pronunciation practice, and AR/VR elements that bring immersive, real-
world scenarios to life. These innovations ensure that learners receive a modern,
effective, and engaging experience that keeps pace with the changing landscape of
language learning.
Engagement: Learning a language should be a fun and engaging journey that keeps
users motivated and eager to continue. The app achieves this by incorporating
gamification elements, rewards, and progress tracking, transforming the process into
an adventure rather than a task. By making each milestone rewarding and visually
tracking achievements, users feel a sense of accomplishment and excitement,
making it easier and more enjoyable to stay committed to their language-learning
goals.
REASONS
An app democratizes language learning, providing a cost-effective and convenient
alternative that’s available anytime and anywhere. (An app democratizes language
learning by offering a cost-effective, convenient solution that’s accessible anytime
and anywhere. With features designed to fit into busy schedules and budgets, it
breaks down barriers to education, making it possible for anyone with a mobile
device to learn a new language. This approach empowers users globally, bringing
quality language learning within reach for all.)
Beyond language skills, a language app can foster a community of learners who
support and motivate each other. (A language app goes beyond teaching language
skills by building a community of learners who support and motivate one another.
Through interactive features like forums, group challenges, and live practice
sessions, users connect with others on similar journeys, sharing tips,
encouragement, and progress. This sense of community transforms the learning
experience, making it more engaging and inspiring as users grow together.)
Through gamification, AI-driven personalization, and real-world conversation
practice, it keeps users motivated and makes language learning more effective. (By
incorporating gamification, AI-driven personalization, and real-world conversation
practice, the app keeps users motivated and enhances the effectiveness of language
learning. Gamified elements make each lesson engaging and rewarding, while AI
tailors the experience to individual needs, ensuring steady progress. Real-world
conversation practice builds confidence and prepares users for authentic
interactions, making language learning both enjoyable and practical.)
TARGET MARKET
Identify the primary audience segments, such as travelers, professionals, students,
language enthusiasts, or people looking to connect with their heritage. Understand
their specific language-learning goals, preferences, and challenges.
3. MARKETING
[Link] PLAN
1. Marketing Objectives:
● Increase brand awareness of foreign language learning applications.
● Achieved 100,000 users in the first 6 months of launch.
● Increase user retention by 60% in the first year.
2. Target audience:
● Foreign language learners aged above 10 years old.
● University students and working professionals need to improve their language
skills.
● Native people seek to learn other languages.
3. Product:
● Personalized Learning Paths: Adaptive algorithms that customize lessons
according to the user's learning speed and style.
● Interactive Content: Incorporates videos, games, and quizzes to enhance
retention and engagement.
● Community Learning: Forums and groups within the app for peer interaction,
discussions, and support.
● Progress Tracking: Advanced analytics on user progress that provides
insights and motivational feedback.
Unique Selling Proposition (USP): Personalized learning paths, AI-driven adaptation
to user proficiency.
4. Price:
Penetration Price Strategy:
● Create identification: Low prices will help compete and attract new users.
● Increase user base: Files build community and increase in-app interaction.
● Convert free users to paid: Offer more value on the paid plan to encourage
users to upgrade.
=> This penetration pricing strategy will help the product easily reach the market and
quickly build a stable user base.
Pricing Features Price/ Price/ year
Plan month (VND)
(VND)
Free Plan - Basic access to language courses 0 0
- Limited exercises and vocabulary
- Community access
- Personalized learning path
- Progress tracking
- Ad-supported
Premium - Free Plan 49.000 490.000
Plan
- Full access to all languages
- Interactive exercises and quizzes
- Analyzing progress tracking
- No ads
- Download lesson for studying offline
Family Plan - Premium Plan 89.000 890.000
- Share up to 10 people
Business - Premium Plan 499.000 4.999.000
Plan
- Share up to 500 people
Referral - Both referrer and referred friend get
Program **20% off** for the first 3 months on
Premium Plan
- Free Plan: This plan is essential to gain traction and allow users to familiarize
themselves with the app's features and benefits.
- Premium Plan: Priced competitively to provide various advanced features that
enhance the learning experience.
- Family/ Business Plan: Create family or group subscription plans at a discounted
rate to encourage multiple sign-ups.
- Referral Program: Encourages word-of-mouth promotion by rewarding both current
users and new users, expanding the user base effectively.
- Introductory Low Pricing: Launch the app with a yearly subscription of 490.000
(compared to Duolingo's approximate price of 599.000/year).
- Free Trial Offering: Provide a free 30-day trial to attract potential customers and
showcase app features.
- Do quests to unlock learning without upgrading to the Premium package
(Completed within 7 days and ranked in the Top 5).
5. Place:
- Mobile Platforms: Available on both iOS and Android through their respective app
stores (App Store and Google Play).
- Web-Based Version: A web application for users who prefer learning on desktops
or laptops.
- Partnerships with Educational Institutions: Collaborate with schools and colleges
to introduce the app as part of the curriculum.
- Affiliate Marketing: Work with education-focused websites and blogs to promote
the app and offer referral discounts.
6. Promotion:
- Social Media Marketing: Create engaging content on platforms like Instagram,
Facebook, and TikTok including tips, success stories, and user testimonials.
- Influencer Partnerships: Collaborate with language learning influencers and
educators to reach a broader audience.
- Content Marketing: Publish blogs, videos, and podcasts offering language
learning tips and strategies to establish authority and drive organic traffic.
- Online Advertising: Use targeted Facebook and Google Ads to attract users
showing interest in language learning.
- Referral Programs: Implement a "Refer a Friend" program where both the
referring user and the new user receive discounts or rewards.
II. SWOT ANALYZING
1. Strengths:
● Innovative Features: Use of AI to personalize learning paths.
● User Engagement: Gamification elements encourage user retention and make
learning enjoyable.
● Professional development team: Experienced team in educational application
development.
● Friendly interface: Easy to use, attractive to users.
2. Weaknesses:
● Brand Recognition: As a new entrant in the market, it may struggle against
established brands like Duolingo.
● Resource Intensity: Development and maintenance of advanced features may
require significant investment.
● Lack of users: Initial users may not be enough to motivate growth.
● Dependency on Internet Connectivity: Requires users to have reliable internet
access, which may limit the target audience.
3. Opportunities:
● Growing Global Demand: Increased interest in multilingualism and language
learning due to globalization and travel.
● Partnership Opportunities: Ability to collaborate with educational institutions or
corporations for employee training programs.
● Expansion to Diverse Markets: Targeting less commonly taught languages or
underrepresented demographics in language learning.
● Mobile learning trend: The rapid development of mobile technology opens up
opportunities for learning applications.
4. Threats:
● Intense Competition: Strong competition from established players like
Duolingo and new entrants that may arise.
● Technological Advancements: Rapid changes in technology could lead to
quick obsolescence of features or user needs.
● Market saturation: The language learning app market may become crowded,
making it challenging to maintain differentiation.
III. BUDGET:
Category Description Estimated Notes
Cost
(VND)
1. Product Development
App Development Basic app for iOS & 200.000.000 Outsource to a small
Android development team
Maintenance & Maintain and update the 30.000.000
update application annually
Testing User testing and 30.000.000 Hire freelancers for
feedback testing
Initial Language Content creation (text, 50.000.000 Collaborate with
Content audio) language experts
2.
Devices/Products
Hosting & Domain Web hosting & domain 15.000.000 Annual cost
purchase
Software Tools Design & productivity 10.000.000 Basic tools for design
software and collaboration
3. Marketing/
Promotion
Social Media Ads on platforms like 50.000.000 Focus on targeted ads
Marketing Facebook to reach learners
Content Marketing Blogs, videos, and 20.000.000 Create engaging
infographics content
Launch Campaign Promotions and discounts 30.000.000 Offer free trials or
discounts for early
adopters
4. Location Costs
Co-working Space Rent for shared 30.000.000 Affordable co-working
workspace for small teams
Utilities & Internet Monthly utilities & internet 10.000.000 Estimated cost for 6
months
5. Human
Resources
Salaries Salaries for development, 150.000.000
marketing, and support
teams
6. Other
expenses
Other expenses Unexpected costs 10.000.000 Buffer for unforeseen
expenses
TOTAL 635.000.000
4. ORGANIZATION
A. Structure
B. Reconstruction??
5. HUMAN RESOURCES
Because this is a new business idea, it needs a specialized department. The HR Department
needs to prepare employees to run this plan.
- Sales group: Leader and members from internal or new recruits.
+ In the case internal: need to approve a shift from sales manager or CEO and ensure the
position of this staff be assumed by others.
+ New recruit: HR post a job and seek a suitable candidate (Schedule interview, give offer
when candidates pass interview, arrange onboard schedule) to ensure enough staff before
running this idea.
However, a new business plan is commonly implemented by the person who came up with
the idea for the project.
- Relative departments: HR needs to grasp that other departments join this scheme.
There are MKT, Finance, and so on. HR based on company policy to employee payroll or
other forms if they work overtime, can build new benefit to support new plan:
+ Incentive for Sales group: when reaching target, bonus 1% on sales
Other: the overseas travel for the team after the plan runned and achieved success.
+ Allow employees to take compensatory leave when they work overtime during the running
project.
+ Bonus for all staff joining, such as each employee will be given a half salary a month,
added to KPI at the end of year.
6. MOTIVATION
A. Abraham Maslow’s Hierarchy of Needs → which stage do the customers need the
most?
Who are the target customers? What do they need?
Maslow's Hierarchy of Needs illustrates that human motivation follows a hierarchy,
starting with basic physiological needs and advancing to self-actualization.
In the context of customer needs, the relevant stage can vary depending on the
product or service. Typically, customers focus on:
- Safety needs: Assurance of safety, security, and well-being through products like
safety equipment and insurance.
- Love/Belonging Needs: The desire for social connection, fulfilled by platforms like
social media and online communities.
*** Target Customers and Their Needs
Customer needs differ based on the product or service:
- Technology Products: Focus on safety (data privacy) and esteem (knowledgeable).
- Luxury Goods: Prioritize esteem (status) and self-actualization (individuality).
- Essential Goods: Concentrate on physiological needs (food and shelter) and safety
(affordability).
B. Herzberg's Motivation-Hygiene Theory → which stage do the staff need the most
Herzberg’s theory highlights that job satisfaction and dissatisfaction are influenced by
hygiene factors (salary, working conditions) and motivators (recognition, growth). While
motivators are key to employee engagement, hygiene factors are crucial to prevent
dissatisfaction.
To effectively motivate staff, provide fair compensation, safe working conditions, and
opportunities for recognition and growth, ensuring both satisfaction and engagement.
HẢO:
POSITION: Defined “speak up” as an friendly and interesting to every Vietnamese be better
in English
VISION: To bring motivation and enjoyment to English speakers in Vietnam.
MISSION: To build Vietnamese more confident in speaking English(English
communication)
Core value: Confident-Natural-Proactive
Là nơi kết nối những người đam mê Tiếng Anh, giúp họ tự tin thể hiện câu chuyện của chính
họ mỗi ngày.
Organization:
The aim of this app “Speak up” is for internal of Vietnamese that the structure organization is
Line Structure
7. CONCLUSION
** Phần này e chừa khi nào đủ bài thì viết nha, tại e hong biết viết kết luận gì **