Go-To-Market Strategy for Educational App Focused on Helping Parents Teach "Life Skills" to Kids
Project scope
Categories
Market research Product or service launch Sales strategy Marketing strategySkills
competitive analysis business consulting marketing strategy go-to-market strategy strategyGo-To-Market Strategy for Educational App. to be Used at Home by Adults and Children (ages 5-10 years old).
Current state:
We have the first version of the app (iOS and Android) and have done several user tests. We want to continue doing BETA tests with our app from now until November 2019. And launch by the end of the year. The app will be available in English and Spanish.
The project:
We are optimizing the design now, but plan to launch by the end of the year. Students would help us size the market and create a Go-To-Market strategy.
The activities in this project would include:
- Size market opportunity.
- Create go-to-market strategy.
- Pricing strategy.
- Support activities to build the business plan for investors.
Some thoughts on ways to acquire customers
- Through social media and email groups for Parents Communities (English & Spanish), doing viral campaigns with recommendation incentives.
- Content marketing focused on advice about media, parenting & education.
- Homeschooling and stay-at-home parents are likely early adopters.
- We’ll seek alliances with schools too.
- We would love to reach partnerships with media companies, such as Comcast (X1), COX, Netflix, Amazon, Apple, etc, to help their customers with high quality content discovery and engagement.
The goal
By the end of the project, we hope to have:
- A Go-To-Market strategy ready to be used when we launch the app in the US (High Priority).
- Also have determined a pricing strategy that would maximize customer acquisition and long term profitability.
- Have a business plan that can be shared with potential investors.
About the company
Kind Screen is an EdTech startup that was founded after being awarded the Education Entrepreneurship Fellowship from the Harvard Graduate School of Education. We help adults (mainly parents) bond with children and work together on social-emotional skills needed for a happy and fulfilled life, we make this fun by leveraging children’s existing interests. In short, we want to make social-emotional learning scalable, fun, and accessible to families around the world!
We are building a Duolingo-like gamified mobile app that parents (or any adult at home) can use to connect with kids and teach them Social-Emotional skills (i.e. Perseverance, Kindness, Self Control, etc). Kind Screen has guided conversations and practical exercises based on dilemmas and situations seen in kids media stories (movies, series, comics, etc).