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ETS Product Strategy Brief
Advancing English Proficiency Worldwide
A. Buyer Persona Details
B. Market Data and Global Outlook
C. ETS Landscape
D. Product Offering Summaries
E. User Narrative
F. API Solution Analysis
G. End-to-End User Journeys
H. Success Metrics & Risk Mitigation
I. Implementation Roadmap
J. Financial Estimates
K. Future Press Release
L. Acronyms for English Language Instruction
M. Links & Resources
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I. Implementation Roadmap

High-level visual roadmap for the TOEFL Primary enhancement initiative

Launch Summary

Pilot Phase: Collaborate with a select group of edtech platforms to integrate our API, gathering feedback and refining the process.
Beta Launch: Offer the API to a broader audience, collecting data on its effectiveness and user satisfaction.
Feedback Loop: Organize regular feedback sessions with partners to understand pain points and areas of improvement.
Iterative Development: Use insights from the pilot and beta phases to enhance and expand API features.
Full Launch: Promote the API across all target audiences, backed by case studies and testimonials from the pilot and beta phases.
Post-Launch Assessment: After 6 months, evaluate the success metrics and refine strategies accordingly.
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Timeline
2
Market Research & Needs Analysis
Technology & Tools Assessment
Stakeholder Engagement & Feedback
Drafting Preliminary Documentation
Core API Development
User Interface Design for Analytics Dashboard
Preliminary Testing & Debugging
Beta Release
Gather Beta Feedback & Iterate
Enhancement of Documentation & Support Material
Final Testing & Debugging
Official Product Launch
Marketing & Outreach
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Apr 2024
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May 2024
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Aug 2024
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Sep 2024
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Oct 2024
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Nov 2024
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Marketing & Outreach
Month
TodayFit
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Add project
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Project List
2
Project Name
Start date
End date
Phase
Dependencies
Notes
1
Market Research & Needs Analysis
Sep 5
Oct 3
Research & Discovery
Final project green light, dedicated research team
2
Technology & Tools Assessment
Sep 12
Oct 3
Research & Discovery
Technical team allocation, survey of current infrastructure
3
Stakeholder Engagement & Feedback
Sep 19
Oct 3
Research & Discovery
Engagement plan, scheduled meetings
4
Drafting Preliminary Documentation
Sep 26
Oct 10
Research & Discovery
Initial API design and scope
5
Core API Development
Oct 10
Nov 21
Development
Completed technology assessment, dev team availability.
6
User Interface Design for Analytics Dashboard
Oct 17
Nov 14
Development
UX/UI team availability, core API features list
7
Preliminary Testing & Debugging
Nov 21
Jan 9
Development
Completed core API development
8
Beta Release
Jan 9
Jan 16
Testing & Piloting
Successful preliminary tests
9
Gather Beta Feedback & Iterate
Jan 9
Feb 20
Testing & Piloting
Active beta user base, feedback mechanisms
10
Enhancement of Documentation & Support Material
Jan 16
Feb 20
Testing & Piloting
Feedback from beta testing
11
Final Testing & Debugging
Feb 20
Mar 12
Launch
Completed beta feedback iterations
12
Official Product Launch
Mar 12
Mar 13
Launch
Successful final tests
13
Marketing & Outreach
Feb 27
May 28
Launch
Marketing plan, partnerships for demonstrations
14
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