Analysis of Duolingo
- Customer (Who specifically is helped?)
- Wants to learn a language for fun or for travelling.
- Pain (What is the frustration for the customer?)
- It's difficult to persist and not give up. Textbooks are boring. Classes are inconvenient and expensive.
- Solution (How does the product remove the frustration?)
- An app that gamifies the process of learning a language, making it fun and addictive, and nudges you constantly to not give up - source of accountability.
- Offer (Pricing, warranties, terms)
- Freemium. Ad supported free plan that has a heart system. Pay for infinite hearts and more features.
- Channel (How do customers discover and purchase the offer?)
- Memes (mascot nudges), high ranking on app stores, word-of-mouth.
Exercises for the reader
- Can you think of a totally different way to efficiently help this market?
- Can you think of a different market where an analogous strategy would work?
- What is the underlying need that the customer has beyond the immediate problem?
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