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Capstone – Market Strategy for Languify’s IELTS B2C Expansion
Date
May 2025
Problem:
Languify, an AI-based IELTS learning platform, wanted to shift from B2B (schools/coaching) to B2C (individual learners) but faced challenges like high competition, price sensitivity, and lack of personalization.
Research Conducted:
Surveys and interviews with 50+ IELTS aspirants.
Analysis of platforms like Magoosh, LeapScholar, IELTSMaterial.
Identified gaps in mobile experience, gamification, and feedback systems.
Key Insights:
Users prefer bite-sized, personalized learning with AI-driven feedback.
Price point of ₹1,500–₹3,000/month is optimal for Indian learners.
Gamification and mobile-first UX are must-haves.
Outcome:
Proposed an adaptive learning model with smart dashboards, study plans, and mobile UX redesign to improve retention and engagement.