ETS Product Strategy - TOEFL Primary

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

Explore

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)

English language learning apps (supplemental practice)

Best Option in the Marketplace

Smart Boards and Promethean's ActivInspire: Provide interactive teaching capabilities, cater to different learning styles.

Emerging Trends

AI-Powered Assessment Tools: Automate and personalize assessment.

Blended Learning Platforms: Combine online and in-person teaching.

KIDS AGED 8-12: ENGLISH LANGUAGE LEARNING PERSONAS

1. Urban Updater Uma: Resides in a metropolitan city, has access to the latest tech and tools, but needs structured learning.

Why: Social capital, being able to communicate with peers, and accessing international content.

Pain Points: Overwhelm from multiple options, lacking depth in learning.

Constraints: Distractions from a multitude of activities and tech. High expectations from family and peers.

Best Options: Comprehensive e-learning platforms that integrate with school curricula, interactive language apps.

Emerging Trends: AI-driven personalized lesson plans.

2. Rural Relying Rahul: Lives in rural or remote locations, may have limited resources but is eager to learn.

Why: Seeking better opportunities in education and employment in the future.

Pain Points: Limited access to quality resources, lack of trained educators.

Constraints: Infrastructural challenges, socio-economic limitations.

Best Options: Community learning centers, radio or TV-based English programs.

Emerging Trends: Mobile-based English learning solutions with offline capabilities.

3. Migrant Mary: Recently moved countries or regions, experiencing a new culture, and needs to learn English to adapt.

Why: Integration into a new society, connecting with peers, educational necessities.

Pain Points: Balancing cultural identity with integration, potential accent or dialect challenges.

Constraints: Possible economic challenges, cultural adjustment.

Best Options: Intensive language courses, local community or school support programs.

Emerging Trends: Augmented Reality (AR) language immersion tools.

4. Scholarly Shan: Hails from a non-English speaking affluent background and attends international schools.

Why: Academic excellence, international university preparations.

Pain Points: Achieving native-level fluency and understanding cultural nuances.

Constraints: High expectations, balancing multiple languages.

Best Options: Advanced language programs, international summer camps.

Emerging Trends: Cross-cultural exchange programs online.

5. Tradition-Bound Tariq: From a deeply traditional background where English is not prioritized but recognizes its importance.

Why: Breaking personal barriers, accessing broader global content.

Pain Points: Overcoming internal and external biases against English.

Constraints: Family pressures, limited resources in native language.

Best Options: Culturally-sensitive language programs, community support groups.

Emerging Trends: Bilingual educational content blending cultural elements.

Kids Preferences

English language learning apps (fun games/quizzes)

Educational YouTube videos (entertaining format)

Online tutoring services (social interaction)

Read-aloud books/audiobooks (enjoyable stories)

General Key Trends

More educators adopting blended learning models combining offline and online tools.

Rising popularity of English teaching robots and AI-driven personalization.

Increased use of speech recognition for pronunciation and speaking practice.

Edtech tools with parental dashboards for monitoring child's progress.

Gamification of language apps to drive better engagement.

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