top of page


Screenshot 2023-07-12 at 9.49.05 AM.png

As schools and workplaces become more diverse, people are now expected to use a second language at a high level and contribute cooperatively to difficult discussions with different people. But it is always hard for second language speakers to meet the expectation without a lot of experiences. Our mission is to help second language speakers fulfill their potential by improving their language skills and removing personality- and culture-related barriers so that more of them will be successful in the world.

For advanced language learners who don’t have much to learn by existing learning contents but are not confident in talking in a group, the BizLingo app is a matching service to help them practice speaking and listening a second language and find their own way of contributing to discussions in a global setting. Unlike other 1-on-1 tutoring apps, our product enables users to simulate academic or business group discussions, receive 360-degree feedback on their contribution to discussions as well as their language proficiency, and meet people with similar interests.

Key values: 

  1. Mimic the real-world business meeting/academic discussion with trending and insightful topics 

  2. Practice speaking and listening skills in a second language in an interactive setting 

  3. Learn your own way of contributing to global discussions, given your culture and personality 

Section 1: Vision

In the initial phase, we identified 1 category of prospective BizLingo users: professional learners.

Professional learners utilize BizLingo to simulate actual business meetings, striving to enhance their confidence in group discussions with native speakers. These learners typically fall under intermediate and advanced language learning categories, proficient in maintaining one-on-one conversations albeit with occasional inaccuracies. Initial users from this category might include international master’s students who struggle to articulate their ideas and keep up with the pace of group meetings. Future core users are expected to be potential international students who have received master's program offers and wish to practice group discussions in a foreign language before going overseas.


“I lost my confidence in speaking English since I had a group meeting with other students born and raised in the US. They speak a lot and fast.” 

“It’s hard to catch the flow of the meeting with native speakers. Even though I have really great points to add, I don’t know how to jump in and contribute. I become anxious every time my professor cold calls me and asks my thoughts. I can’t imagine what would happen if I needed to respond to a group of people in my second language. I need to overcome this meeting anxiety.” 

Section 2: User Analysis
Screenshot 2023-07-12 at 1.36.49 PM.png

Unmet Need

We understand that advanced language learners often face the difficulty of participating in discussions as much as they would like. This can be attributed to various factors, including a lack of confidence when communicating in a second language with multiple individuals in academic or professional settings.

To delve deeper into this, we conducted interviews with four individuals who regularly use a second language in such scenarios. The primary objectives of these interviews were to comprehend their journey of acquiring a second language and to identify the specific challenges they encounter, particularly when engaged in academic or business discussions with several participants. To accomplish these goals, we asked them several questions, such as:

  • Can you describe situations in which you need to use a foreign language?

  • Could you detail an instance where you had to communicate in a foreign language?

  • What major language learning resources have you utilized in the past?

  • What obstacles do you face when conversing in a foreign language with multiple individuals simultaneously?

We further explored the viability of our product by posing product-related questions to these interviewees, such as:

  • What aspects of this product do you find most appealing or unappealing? Why?

  • What features or functionalities were you expecting?

  • How likely are you to try this product? How much would you be willing to pay for it?

  • In what scenarios would you use this app?

The feedback we received highlighted that despite their advanced language skills, interviewees felt underconfident in understanding spoken language perfectly and expressing their opinions spontaneously, especially during unexpected turns in discussions. This is primarily due to unfamiliarity with native idioms and difficulty keeping pace with the conversation. Furthermore, they found it challenging to voice their views while keeping up with the conversation flow.

Interestingly, the advanced learners we spoke to don't dedicate a specific amount of time to studying their second languages outside of school or work settings. Despite having other reasons, they agreed that individual studies no longer yield substantial benefits for them. While some of them continue to use one-on-one tutoring services offered by online platforms or educational institutions, they don't believe it directly aids in overcoming the challenges they face in group discussions.

Clearly, there's an existing gap between the needs of these learners and the solutions currently available in the market. BizLingo aims to bridge this gap by introducing a software product that allows users to practice group discussions in their second language, anytime, anywhere.


Existing Solutions

The worldwide language learning market can be broadly segregated into two primary categories based on the learning methods: digital self-instruction and live instruction. Digital self-instruction can be further bifurcated into two sectors: B2C mobile and web applications, and B2B digital self-instruction. Live instruction encompasses both B2B and B2C live courses as well as language immersion travel programs.

Existing Solution #1 – B2C Mobile and Web Applications

Currently, the most common method of language learning is through mobile and web apps. Users typically make upfront payments, such as monthly subscriptions or in-app or web content purchases, to access online resources. Key players in this segment include Babbel, Duolingo, Drops, Rosetta Stone, and others. Nonetheless, this market remains highly fragmented, with new, innovative apps emerging each year. For instance, HelloTalk, unlike traditional platforms that pair native speakers with language learners, facilitates language exchange by allowing users to practice their target language and offer guidance on their own language during structured voice calls. There remain untapped niche markets, suggesting opportunities for customized language learning services.

Existing Solution #2 – B2B Digital Self-Instruction

In contrast to the B2C platforms, B2B digital self-instruction services are typically sold to businesses as app or web bundles. Some companies also offer language-specific learning management systems to assist their employees in enhancing language skills in a more organized manner. Top B2C market players such as Babbel and Duolingo have also expanded their offerings into the B2B market. Despite the B2B market's struggle during the pandemic, it shows signs of recovery and is expected to grow at a CAGR of 2%-19% over the next three years.

Existing Solution #3 – B2B/B2C Live Courses

Some companies provide both online and offline courses to customers, either directly or through online platforms.

Existing Solution #4 – Language Immersion Travel Courses

Language immersion travel courses are part of the B2C offline language learning segment, often taking the form of summer exchange programs with a focus on instruction. The recovery rate of the study travel sector is influenced by practical factors like vaccination rates, travel restrictions, flight availability, and more.

Our Focus

Our primary focus will be on B2C mobile and web apps considering its current market size and potential growth trend (details on market size and growth rate are provided in the "Market Size" chapter). As our services become more scalable, we may consider expanding into the B2B market.

Competitor Feature Matrix


In terms of competitive landscape. B2C media Apps & Web segment is very fragmented with a meaningful presence of multi-language global apps.

Section 3: Market Analysis
Screenshot 2023-07-12 at 2.05.52 PM.png

The competitive analysis reveals an abundance of digital language learning applications in the market today. Despite this, the sector remains segmented with various offerings such as one-on-one tutoring and courses focused on vocabulary, grammar, and pronunciation. While advanced learners show a preference for one-on-one tutoring services over other forms of learning, there is a noticeable lack of solutions that provide opportunities to practice group discussions. As evidenced in the competitor feature matrix provided below, BizLingo's unique selling point lies in its online services specifically designed for advanced learners. These services are catered towards individuals wishing to practice academic or business discussions with multiple participants.

Screenshot 2023-07-12 at 2.29.29 PM.png



BizLingo is differentiated from existing solutions. As we proved by user interviews, solution #3 is not perceived as helpful by advanced language learners because it is tailored to those who want to learn fundamentals. Solution#1 and #2 are used by advanced learners for many purposes such as practicing job interviews and getting advice on academic writing, but they are not necessarily helpful for them to improve their group discussion skills. Solution #4 might be helpful for group discussions, but they need time commitment to participate in those travel courses, which are not feasible especially for business people. This differentiation is based on the premise that the only way of overcoming hardships in group discussions is to increase similar experiences in risk-free situations. No competitor has a service that addresses the challenges advanced language learners have.

Why Now

The perception of language learning has evolved significantly beyond the traditional model of attending physical classrooms, listening to lectures, and reading textbooks. Since the advent of language teaching software in the mid-90s, developers have continually adapted their products to the latest available media, aiming to provide personalized learning experiences for users.

The onset of the COVID-19 pandemic in 2020 forced the closure of educational institutions globally, leading to an unprecedented surge in e-learning and the use of language-learning apps. This surge, coupled with users' growing interest in engaging in meaningful social activities at home and studying abroad during economic downturns, will likely fuel further growth in the language learning market. According to a market research study by Facts and Factors, the Global Online Language Learning Market's demand analysis indicated revenues of USD 14.2 billion in 2021, expected to surpass USD 28.5 billion by 2028, growing at a CAGR of approximately 18.8% between 2022 and 2028. Further market segmentation by customer type and learning method revealed that B2C media Apps & Web held the largest market share in 2021.

The digital language learning market, particularly the B2C Media Apps/Web segment, presents compelling opportunities. Despite the rapid growth of the overall market size, our research indicates that while the English-speaking world primarily learns foreign languages for self-improvement and travel, in other—relatively larger—markets, the motivation is primarily for job opportunities and university admissions. As schools and workplaces increasingly emphasize teamwork and cultural diversity, the challenge for international students and employees evolves from merely overcoming language barriers to effectively contributing as a team player in a foreign language. This shift underscores the need not only for language learning but also for finding one's unique way of contributing to global discussions, considering one's cultural background and personality.

Further, when reflecting on the evolution of language learning platforms, there has been a clear shift from traditional lecture-based formats towards more interactive and engaging models. To remain competitive in an environment where more schools are providing foreign language classes, language learning platforms could distinguish themselves by incorporating social elements to meet people's need to connect and socialize online post-pandemic.

BizLingo's value proposition addresses this need, offering a solution for individuals seeking to practice team contributions in a second language while fulfilling their social connectivity needs.

We will delve into the user stories, which are vital elements in understanding the user's perspective and needs. These narratives have been constructed based on extensive qualitative research conducted with our potential users - international students and working professionals. We conducted in-depth interviews with 12 individuals from esteemed institutions like the Kellogg School of Management and multinational corporations. Their experiences and insights have been invaluable in shaping our understanding of the users' requirements and expectations from our language learning platform. The feedback collected has allowed us to identify 8 core user stories that effectively encapsulate the needs and expectations of our users. 

1. As a Professional Learner, when I join BizLingo, I want to assess my language speaking ability so that I can know which aspects i need to improve on and set my learning goals accordingly. 

  • "I've downloaded tons of language apps, but none of them really tell me where I'm at, you know? I wish I had something to show me what I need to work on."

  • "It's like I'm wandering aimlessly without knowing what language skills I lack. I'd really appreciate a detailed skill evaluation."

2. As a Professional Learner, when I join BizLingo, I want to set my long-term learning goals and track my progress so that I can track my progress toward them by getting feedback on my performance over time. 

  • "It's like I'm running on a treadmill and going nowhere with my language learning. It's just so hard to track progress, you know?"

  • "Sometimes, I feel like I'm throwing darts in the dark. I want to set some tangible goals and see how I'm moving towards them."

3. As a Professional Learner, when I join a new group discussion, I want to have access to the discussion's agenda or summary, so that I can prepare myself beforehand and feel more confident.

  • "Have you ever walked into a conversation totally unprepared? It feels like that every time I join a group discussion. If only I could get a peek at the topics before I dive in!"

  • "I feel like a deer in the headlights when I join a group chat without any idea about the discussion topic. It's pretty nerve-wracking, honestly."

4. As a Professional Learner, when I'm using the BizLingo app, I want to connect with others who have similar interests, so that I can build a supportive community and enhance my learning.

  • "It's kinda lonely learning a language on your own, especially when you can't find anyone who shares your interests."

  • "I really wish I could meet like-minded people on these language apps. It could be like a little language-learning family, you know?"

5. As a Professional Learner, when I'm participating in a discussion, I want prompts and suggestions to help me keep the conversation going, so that I can improve my fluency and contribute more in the discussion.

  • "Have you ever had that moment in a conversation when you just don't know what to say next? That's me in almost every discussion. I wish someone could throw me a lifeline."

  • "Keeping a conversation flowing is so hard for me. Sometimes, I just wish I had some prompts or suggestions to fall back on."

6. As a Professional Learner, after I have a discussion on BizLingo, I want to watch the recording or see a list of useful idioms/expressions in the discussion, so that I can build useful vocabulary and improve my listening skill.

  • "I always have this nagging feeling that I'm missing out on important learning points after a discussion. If only I could review what was said and pick up useful phrases!"

  • "There's always so many great phrases and idioms being tossed around in a discussion, and I can't remember them all. I wish I could revisit those parts later."

7. As a Professional Learner, after I have a discussion on BizLingo, I want to get the detail of feedback from peers and tutors, so that I can enhance my language proficiency.

  • "After a discussion, I'm often left wondering, 'how did I do?' Detailed feedback from tutors and peers would be a game-changer."

  • "I always wish someone could tell me, 'hey, you did good on this, but you could work on that.' You know, just some constructive feedback."

8. As a Professional Learner, after I have a discussion on BizLingo, I want to add my favorite tutors/learners to my favorite list, so that I can keep in touch with them and invite them for the future meeting.

  • "It's such a bummer when I connect well with someone on these apps, and then I can't find them again. If only there was a way to keep in touch!"

  • "There's this tutor who was really helpful, but now I can't seem to find them anywhere on the app. I wish I could save my favorites for future sessions."

Section 4: User Stories

Feature 1: Language Proficiency Assessment

When a user first joins BizLingo, they will be prompted to take an optional assessment that will evaluate their language proficiency level. The assessment will focus on key areas such as grammar, vocabulary, and speaking ability. The results will help users understand their current abilities and the areas where they need improvement. This feature covers user story 1 as it helps users assess their language speaking abilities and pinpoint areas for development.

Feature 2: Personalized Learning Goals and Progress Tracker

Once users have identified their strengths and weaknesses, they can set personalized long-term goals using this feature. The progress tracker will monitor their improvements over time, providing regular reports on their performance. This directly addresses user story 2, enabling users to set and track their progress toward their learning goals.

Feature 3: Pre-Discussion Summary

Before every group discussion, users will receive an agenda or summary of the discussion's content. This can help users prepare themselves, reducing anxiety and increasing confidence. This feature aligns with user story 3, providing users with preparation resources to enhance their confidence in participating in discussions.

Feature 4: Interest-Based Group Matching

BizLingo will include a feature where users can select their interests, hobbies, or professional fields. The system will then match them with others who share similar interests. This fulfills user story 4, enabling users to connect with a supportive community of learners who share similar interests.

Section 5: Features & Design
Screenshot 2023-07-18 at 12.19.30 PM.png
Screenshot 2023-07-18 at 12.19.21 PM.png

Feature 5: Real-Time Suggestions

During discussions, AI-powered prompts and suggestions can help users express their ideas and maintain the flow of conversation. This directly covers user story 5, providing users with in-the-moment support to improve their fluency and engagement in the discussion.

Feature 6: Post-Discussion Resources

After a discussion, users can access a recording of their conversation and a list of useful idioms/expressions used. This provides valuable resources for users to review and learn from, addressing user story 6 by providing tools to enhance vocabulary and listening skills.

Screenshot 2023-07-18 at 12.19.45 PM.png

Feature 7: Detailed Feedback Reports

Users receive comprehensive feedback from their peers and tutors after each discussion. This feature directly aligns with user story 7, providing detailed performance insights to help users enhance their language proficiency.

Picture4 1.png

Feature 8: Favorites List

After a discussion, users can add their favorite tutors or learners to their favorites list. This feature supports user story 8 by allowing users to keep in touch with their preferred tutors or learners, fostering a supportive learning community.

The Success Metrics section presents a variety of key performance indicators (KPIs) that will be employed to measure the effectiveness and impact of BizLingo. These metrics have been carefully selected to provide a comprehensive understanding of our product's reach, engagement, retention, user satisfaction, and overall impact on language learning. They offer valuable insights that will drive decision-making, facilitate continual improvement, and guide us toward achieving our strategic objectives. By measuring and monitoring these metrics, we will gain an understanding of our product's strengths, potential areas for improvement, and the direct value we're delivering to our users.

Section 6: Success Metrics
Screenshot 2023-07-18 at 12.48.48 PM.png
bottom of page