Market entry strategy

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Context: WorldLangAmerica is operating in Italy and America but is looking to expand into other European countries. 

Task: Analyze market potantial in the German-American market an propose an entry strategy. 

Executive Summary

• WorldLangAmerica is an NGO that pairs language learners to learn one another’s language through virtual meetings. 

• Affordable, structured English–German exchange with guaranteed matching.

• Primary entry segment: German university students and independent 20–30-year-olds.

• Two-sided network:

  • SOM Germany: 10k-20k

  • SOM United States: 5k-10k

• Why we win: Cheap and reliable - an unrealized position.

• Go-to-Market Strategy: Partnerships with Universities

• Key risks: supply imbalance

  • Solution: tutor fallback, group pairing, increase promotion in US, throttle enrollment on one side

• 12-month goals: 60 enrollments, 6 partner schools

• Break-Even: 38 enrollments/year

• KPIs: CAC <$10, 85% Attendance, renewal rate: 20%

• Roadmap:

  • Month 0-1: Structure & Localization

  • Month 1-3: Pilot Launch

  • Month 3-6: Scale & Refine

  • Month 6-12: Expansion