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ETS Product Strategy - TOEFL Primary
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
My Notes
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My Notes

Let’s review

Motivate and empower parents and kids
Foster collaboration between educators and learners
Establish clarity around standards and practices
Reframe brand as a trusted, accessible, and promising partner in a student’s learning journey
Pain Points
Limited to one-time assessment of proficiency
Does not offer continuing practice and instruction
Results not easy to interpret for parents
Perceived as a high-stakes formal exam
Target Demographic
Parents of children aged 8-12 learning English as a second language
International primary schools looking for standardized assessment
English tutors needing reliable diagnostics
Testable Assumptions
Parents will pay monthly for supplemental English practice plan tied to TOEFL Primary skill levels
Schools will adopt TOEFL Primary if positioned as a low-stakes diagnostic test
Tutors will use TOEFL Primary to benchmark and track student progress
Business Model
Offer suite of leveled games, videos, stories based on TOEFL Primary skill bands as a monthly subscription for continued practice
Partner with schools to use TOEFL Primary bi-annually as an internal diagnostic assessment instead of high-stakes exam
Launch tutor portal where TOEFL Primary results can be used to generate personalized learning plans
Other Growth Levers
Localized versions to expand globally
TOEFL Primary preparation course materials
Affordable group pricing for schools
Free TOEFL Primary practice app to build familiarity

Partnerships
Apps: Duolingo ABC, Rosetta Stone Kids, Busuu Kids
Speech Recognition: ELSA Speak, Speech Tutor
Online Tutoring: Preply, Cambly Kids, Amazing Talker, Berlitz, EF English First
Reading Programs: Oxford Reading Tree, Scholastic
Websites: BBC Learning English
Other: Promethean’s ActivInspire
Standardized Assessments
Cambridge English Young Learners Tests
MAP Growth
i-Ready
Pearson Edexcel Pre-A1 Starters

RESEARCH
PARENTS

Personas

Tech-Savvy Parent: Embraces digital tools to enhance children's learning.
Busy Working Parent: Needs flexible and accessible resources.
Academically Invested Parent: Highly focused on academic achievement.
Budget-Conscious Parent: Seeks affordable yet effective resources.
Parents Personas:
The Careful Planner: Wants to give their child an early advantage in English. Looks for structured programs with clear skill progression. Pain points - finding affordable options that fit busy schedule. Best option - tutoring services.
The Laidback Mom: Just wants to casually expose child to English, not intensive study. Looks for fun, engaging programs. Pain points - maintaining consistency, getting child interested. Best option - videos, games, read-alouds.
The Go-Getter: Wants rapid English fluency for child to gain global opportunities. Looks for immersive environments. Pain points - very high expectations, cost. Best option - intensive language camps/exchanges.

Why

Support Children's Education: Want to ensure children's success in a globalized world.
Flexible Learning Opportunities: Need resources that fit into daily routines.
Build Life Skills: View English proficiency as an essential skill for future opportunities.

Pain Points

Quality Concerns: Finding reliable and effective resources.
Time Constraints: Balancing work, family life, and education support.
Affordability: High-quality resources can be expensive.

Key Constraints

Budget: May have limited funds for educational tools.
Accessibility: Need resources that can be accessed from home or on the go.
Ease of Use: Must be simple enough for both parents and children to use.
Preferences
Online tutoring services (personalized instruction)
Educational YouTube videos (engaging, visual content)
English language learning apps (interactive, self-paced)
Read-aloud books/audiobooks (reading development)

Best Option in the Marketplace

Duolingo: Offers free and premium access, engaging content, and flexibility for various age groups.

Emerging Trends

Personalized Learning Platforms: Tailoring content to individual learner's needs.
Family Collaboration Tools: Platforms that allow parents to engage with children's learning actively.

EDUCATORS

Personas

Innovative Teacher: Embraces new technology and teaching methods.
Traditional Teacher: Prefers conventional teaching aids and methods.
Resource-Strapped Teacher: Needs low-cost, high-impact resources.
Special Needs Educator: Works with diverse learner needs and abilities.
Educator Personas
The Traditionalist: Uses conventional curriculums and assessments. Wants tools aligned to standards. Pain points - lack of tech-integration in outdated methods. Best option - standardized testing.
The Innovator: Experiments with latest edtech tools and trends. Looks for customizable, data-driven options. Pain points - sifting through fads vs effective solutions. Best option - AI-driven apps.
The Budget-Conscious Principal: Needs to deliver results with limited resources. Looks for affordable solutions that supplement curriculum. Pain points - tight budgets. Best option - free YouTube channels, tutoring subsidies.

Why

Enhance Student Engagement: Make learning English fun and engaging.
Track and Assess Progress: Need tools that facilitate assessment and tracking.
Diverse Teaching Solutions: Cater to different learning styles and abilities.

Pain Points

Limited Resources: May have budget constraints.
Integration with Curriculum: Finding tools that align with existing curriculum requirements.
Technology Barriers: Some may lack technical skills or infrastructure.

Key Constraints

School Policies and Regulations: Must adhere to school guidelines.
Budget Limitations: Often have limited funds for additional resources.
Time Constraints: Balancing planning, teaching, and administrative duties.

Preferences

Standardized assessments (evaluate proficiency)
Online tutoring services (structured curriculum)
Read-aloud books/audiobooks (language exposure)
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