Since Supernova offers an AI Spoken English solutions for both adults and children, the following section includes three variations of elevator pitches:

• One common pitch for situations where separate messaging for adults and children isn’t feasible
• One pitch focused on adults
• One pitch focused on parents who want to enroll their children

Elevator Pitch: Common

In today’s AI-driven world, fluent English is not optional. It is the skill that decides who leads and who follows.
Whether you're writing better ChatGPT prompts or aiming for global opportunities, fluent English helps you stand out professionally or academically.
Supernova AI helps learners of all ages improve spoken English in just 30 minutes a day.
With support in your native language, a 24/7 AI companion, and game-based lessons, learning becomes simple and effective.
Over 1 lakh users across India trust Supernova, and more than 90 percent have seen real improvement in fluency.
Learn at your own pace in a supportive and judgment-free environment.
Start your journey to confident English today with Supernova AI.

Elevator Pitch 1: Focused on Adults

You already have the talent. English is the barrier between you and the growth you deserve.
From writing sharper ChatGPT prompts to leading team meetings, strong English skills open real opportunities.
Supernova AI helps you master spoken English in just 30 minutes a day.
It is your 24/7 learning partner. It helps you write emails, fix grammar, and express yourself clearly, all through your native language.
Over 1 lakh users already trust Supernova, and more than 90 percent have experienced real improvement.
Learn at your own pace in a supportive and judgment-free environment.
Download Supernova AI and start unlocking the opportunities your skills deserve.

Elevator Pitch 2: Focused on Parents

In today’s AI-driven world, English is not just another subject. It is your child’s gateway to future success.
Whether they are exploring tools like ChatGPT or preparing for global careers, strong English communication is essential.
Supernova AI helps children speak English confidently in just 30 minutes a day.
With support in your mother tongue, a friendly 24/7 AI tutor, and fun, game-based lessons, learning stays enjoyable and consistent.
Over 1 lakh learners across India use Supernova, and 90 percent have shown visible improvement in fluency.
Through regular progress reports, stay involved in your child’s learning journey
Give your child the confidence to speak and succeed. Start their Supernova journey today.

Customer Research

Research Objective:

Macro Objective: Create an Acquisition strategy for SuperNova AI

Micro Objective #1: Discover where and how users research or stumble upon English learning solutions

Micro Objective #2: Identify the motivating moments and emotions that trigger a desire to learn English

Micro Objective #3: Understand what they evaluated, how they made decisions

Micro Objective #4: Identify spending patterns on entertainment and education

Micro Objective #5: Perception and Familiarity of AI Tools

Data collection Approach

• • • Survey based approach to collect a responses from a wide range of users: Survey content
    • Reddit Posts and Discussions
    • Reaching out to a select set of users from the survey to probe a little deeper
    • External Surveys conducted by third party companies: IValue Consulting Pvt Ltd

Survey Results

The Survey and Reddit analysis included users across Chennai, Bangalore, Kerala, Nagaland, Pune, Mumbai, and Surat. All responses were from individuals who were 18 and above, with 70% searching for themselves and 30% searching for children.

Observation and Key insights

• Top discovery Channels: YouTube, Google Search, and recommendations from friends or teachers are the primary ways users find English learning resources.
• Varying Definition of Fluency:  Some seek to speak without pauses, others aim for better vocabulary, and many simply want to converse effectively in English. There is a notable emphasis on improving grammar, particularly in Tier 2 and Tier 3 cities.
• ChatGPT Awareness & Usage: Most participants are aware of ChatGPT, primarily using it for writing better sentences and fixing grammar.
• Limited Paid App Adoption: While few pay for dedicated English learning apps, approximately 35% are comfortable spending ₹1000+ and 52% spend over ₹500 on broader entertainment and educational resources over a six-month period.
• Common Learning Advice: Watch English movies, videos and learn to 'Think in English' is a common advice.
• Primary Motivations: Professional advancement and improving everyday communication are the top two reasons mentioned in the survey.
• Reasons for App Discontinuation: Ineffectiveness, availability of free alternatives, and high cost are major reasons for not using or abandoning learning apps.
• The Classroom Control Issue with Non-Native Speaking Teachers: When schools address a lack of local English teachers by hiring from outside the state, educators unfamiliar with the students' native language often face considerable difficulty maintaining classroom control and engagement
• Clear Results Over Gamification: In Tier 2 cities, many parents don't see the value in gamified learning. They want to see how an app directly helps their child succeed, 'My kid needs a good life; they don't have time for these games.'

Supernova AI: Company Overview

Supernova AI is an educational technology company based in India, focused on leveraging artificial intelligence to create innovative learning solutions. Their flagship product is 'Miss Nova', an AI-powered tutor designed for children and for individuals aiming to learn English. The company emphasizes on making education accessible and engaging through mobile-centric platforms and interactive content.

Vision

Personalized AI tutoring for all.

Mission

Empower 250 million+ Indian learners to master English by providing an affordable, personalized AI tutor in their native language, unlocking confidence and global opportunities for every learner.

Leadership

• Maharishi R B (CEO): An alumnus of IIT Madras, Maharishi has previously worked at Clear, Medlife, and Myra. He brings expertise in data science, product management, and educational technology
• Anirudh Coontoor (CTO): Previously co-founder of Myra Medicines (acquired by Medlife) and VP of Engineering at Medlife. He is experienced in building scalable tech solutions for consumer-facing products
• Nawin Krishna (CIO): An IIT Madras graduate with experience at Vedantu and Swiggy, Nawin contributes deep expertise in educational technology and operations

Funding Details

App Overview

The User Experience: Visuals of Key App Paths

What the App Offers: Tailored for Different Users

What the user can achieve + How the product enables it + How it makes them feel

For Parents

• Track your child's improvement easily with weekly progress reports, and feel reassured about their growth.
• Support your child's learning journey with guidance from personal mentors, and feel confident they're on the right path.
• Make English learning more accessible with mother-tongue support, and feel at ease knowing your child can learn on their own.

For Children

• Master English skills through play with 1000+ interactive activities, and feel excited to learn something new every day.
• Stay motivated to keep practicing with Gem Store rewards, and feel proud when you earn gems and pick your own gifts.
• Ask questions anytime with 24/7 help from Miss Nova, and feel confident knowing someone's always there to help.
• Understand lessons better with explanations in your own language, and feel more comfortable and less confused while learning.
• Finish schoolwork faster with homework and grammar help, and feel smart and ready when it's time for class.

For Adults

• Improve your everyday communication with real-life practice tools, and feel more confident at work and in daily life.
• Fit English learning into your life with short 30-minute sessions, and feel accomplished without overwhelming your schedule.
• Get help whenever you need it with 24/7 access to Miss Nova, and feel supported in a safe, judgment-free environment.
• Understand lessons better with explanations in your own language, and feel more comfortable and less confused while learning.
• Learn and practice a new word every day, and impress your colleagues with your expanding vocabulary. Be the Shashi Tharoor of your workplace.

Core Value Proposition

• For parents who worry about their child's English learning progress and struggle to provide effective support, SuperNova AI is a personalized AI-powered teacher platform that provides transparent progress tracking, expert mentorship guidance, and mother-tongue learning support to ensure confident, independent learning.
• For young learners who find traditional English lessons boring and difficult to understand, SuperNova AI is a personalized AI-powered teacher that transforms skill-building into engaging play while providing instant help and native language explanations to make learning exciting and accessible.
• For busy professionals who need to improve their English communication but lack time for traditional classes, SuperNova AI is an AI-powered companion that fits into demanding schedules with bite-sized sessions and 24/7 support to build workplace confidence in a judgment-free environment.

User Perception and Market Sentiment

4.6+ rating with over 11K+ reviews and 10L downloads. The overall sentiment is positive. For the purpose of getting an unbiased opinion of positives and negatives, I am excluding the 5 star reviews and only looking and 4 and below

Top Positives:

1. Effective for Learning & Practice: 
2. • "It is more helpful to speak in English, learn new words, conversation practice with ai is joyful, we can learn grammar easily..."
   • "...good app to learn english,it is specially for the childrens who is struggling to speak english fluently and Am a seventh class student in my sixth class Iam struggling to speak english but now l was better in it."
3. Convenient Anytime Practice with Variety: 
4. • "This is a wonderful app to practice at any time. there are more options to practice with different situations. I like this."
5. Helpful for Specific Needs (e.g., Beginners, Homework): 
6. • "...it help in my English h/w,super nove is the best app to learn English easily."
   • "...overall it's fyn for those who are totally Begginers.."

Top Negatives:

1. Pricing Model & Lack of Flexibility: 
2. • "the app allows only one day free trial...After that it asks for an amount to pay . The support person...focuses on one year subscription. at least they provide one month subscription it will be useful but they don't have the option."
   • :"If you provide it affordably, it will be helpful for us to learn a lot...You should keep the price affordable."
3. Clunky User Experience for Speaking Practice: 
4. • "The app's user experience is not very convenient, especially for speaking practice. The current flow requires multiple steps: first, you have to click on 'Record' to start, then manually click 'Send.' After receiving a text response, you again need to tap to listen."
5. AI Conversation Quality Issues: 
6. • "Repetitive and Unnatural Conversations," and "Limited Contextual Understanding."
7. Performance Issues (Slow & Ads): 
8. • "...it's too slow that I can't even wait for the responses and it contains too much of adds..."

Designing Acquisition Channel

Since the company is in an early scaling stage, the approach would be to experiment with multiple channels to identify what works and what doesn't. For the sake of this assignment, I will go into the details of 

• Organic
• Paid Ads
• Referral Program.

Market Sizing

Total Addressable Market - TAM

In this exercise, I will be computing the market sizing to inform my product strategy. Hence, instead of using a top-down approach, I will start with a research report by KPMG that calculated figures for 2016 and estimates for 2021. I will build on that to perform my calculations for 2025, using external reference links for cross-checking. Using the KPMG data, I will compute the market size and ARPU. From these figures, I will then determine the expected number of paying customers.

My decision to compute the TAM by focusing on total paying customers is based on two key reasons:

1. Data Availability:A KPMG study conducted in 2017 provides the base data for calculating the number of paying customers.
2. Estimation Clarity: User research suggests that most users tend to utilize free online resources for Spoken English training. Therefore, focusing on paying customers provides a clearer and more realistic estimate of the opportunity.

Understanding the Online Education in India: 2021 Report

The Online Education in India: 2021 is a study conducted by KPMG and Google to understand the market, its categories, and the drivers of its growth.

The 2021 figures were projections from a 2017 pre-COVID report. Given the increase in demand due to COVID-19, we can expect the estimate to have been very close or perhaps even exceeded. A report by Sheer Analytics and Insights mentions, "The India Online Education Market was valued at $2.1 billion in 2021," which is roughly similar to the 2017 study's estimate. Hence, we will continue using that as our base.

Estimating 2025

CAGR Assumption

With Indian online education market growth projected at 20% (Technavio), 25.8% (Invest India), and 28% (KPMG), and global trends like Spherical Insights' 23.12% CAGR, a 22% CAGR was chosen. This is a representative, slightly conservative average reflecting strong domestic growth and supportive global growth expectations.

ARPU Assumption

A 6.35% annual ARPU growth was chosen. This figure includes approximately 5.3% to match Indian inflation, with an additional approximately 1.05% based on the assumption that users will allocate 25% of their real salary growth (derived from ~9.5% nominal salary increase, minus ~5.3% inflation) to increased real spending on online education.

Serviceable Addressable Market - SAM

Segment 1: Language and Casual Learning

This segment is targeted due to SuperNova AI's specialized Spoken English training.

• Filter 1: Refining to SuperNova AI's Target Segment (Spoken English Learners):
  Within the broader Language and casual learning market, SuperNova AI specifically targets individuals seeking Spoken English training. Most of this market is dominated by Spoken English training according to reports and hence we take 95% of this market.
• Filter 2: SuperNova AI's Linguistic Reach within the Target Segment:
  SuperNova AI enhances its service accessibility by providing support in multiple Indian languages: Hindi, Tamil, Telugu, Malayalam, Kannada, Bengali, Marathi, and Gujarati. Collectively, these languages are the mother tongue for approximately 82% of India's population. Considering that individuals might know a second language and the likelihood that users seeking Spoken English training might be proficient in at least one of these supported languages, I estimate SuperNova AI can effectively reach 90% of the identified Spoken English learner segment through its diverse language interface.
• Calculation for Segment 1 Users:
  Users = (Users Language and casual learning) x (Percentage of Spoken English Learners filter) x (Linguistic Reach Percentage filter)
  Users = 2,839,000 users x 0.95 (Spoken English segment filter) x 0.90 (Linguistic Reach filter)
  Users = 2,697,050 users (Spoken English segment) x 0.90 (Linguistic Reach)
• • No of paid users for SuperNova AI (Segment 1) = 2,427,345 paid users
• Assumed ARPU for Segment 1: $22.62
• SAM Segment 1 Value: 2,427,345 paid users X $22.62 ARPU = $54,906,543.90

Segment 2: Primary and Secondary Supplemental Education (English Skills Focus)

This segment targets students in primary and secondary education seeking supplemental classes for English skills such as Grammar, Vocabulary, Writing assistance, and access to practise English Worksheets.

• Total Paid Users in Primary and Secondary Supplemental Education Category (2025 Est.): 6,745,000 users.
• Percentage of users in this segment looking for English solutions offered: Assumed at 12%. (Science, Math and English are the top contributors in supplement education).
• No of paid users for SuperNova AI (Segment 2): 6,745,000 users x 0.12 = 809,400 users
• Assumed ARPU for Segment 2: $65.00 (ARPU for this Segment is at 253$, Assuming 1/4th the budget allocation for English Skills Focus)
• SAM Segment 2 Value: 809,400 paid users X $65 = $52,611,000

Segment 3: Upskilling (Professional Communication)

SuperNova AI offers AI writing assistance tools (e.g., for emails) and speaking practice capabilities relevant for professionals aiming to improve communication to lead meetings, drafting better documents for career advancement.

• Total Paid Users in Reskilling and Online Certifications Category (2025 Est.): 3,423,000 users.
• Percentage of users in this segment looking for solutions offered: Assumed at 5%.
• No of paid users for SuperNova AI (Segment 3): 3,423,000 users x 0.05 = 171,150 users
• Assumed ARPU for Segment 3: $65.00 (ARPU for this Segment is at 300$, Assuming ~1/5th the budget allocation for English Skills Focus)
• SAM Segment 3 Value: 171,150 paid users X $65 = $11,124,750

Total SAM Users:

• Segment 1 (Core Spoken English): 2,427,345 paid users
• Segment 2 (Supplemental Education - English Skills): 809,400 paid users
• Segment 3 (Upskilling - Professional Communication): 171,150 paid users
• Total SAM Users = 3,407,895 paid users

Total SAM Value:

• Segment 1 (Core Spoken English): $54,906,543.90
• Segment 2 (Supplemental Education - English Skills): $52,611,000
• Segment 3 (Upskilling - Professional Communication): $11,124,750
• Total SAM Value =$118,642,293.90

Blended Average ARPU for SuperNova AI (SAM):

Blended Average ARPU = Total SAM Value / Total SAM Users
Blended Average ARPU = $118,642,293.90 / 3,407,895 users
Blended Average ARPU = $34.81 (approx.)

Serviceable Obtainable Market - SOM

Based on our innovative AI and aggressive go-to-market strategy, I project SuperNova AI can capture 5% of the SAM by 2025.

• Projected Market Share of SAM: 5%
• SOM Users: 3,407,895 (Total SAM users) * 5% = 170,395 paid users
• Blended ARPU (2025): $34.81
• SOM: 170,395 paid users * $34.81 = $5,931,449.95
  

Competitor Analysis

ICP Prioritization Framework

Based on the ICP prioritization framework, we will focus on The Proactive Parent (K-8) and The Career Accelerator as primary targets, with The College-to-Career Transitioner as an extended segment, developing specific messaging for each and adapting elements from the Career Accelerator messaging for the Transitioners."

Organic Channel

1. Current State Analysis:

The following findings are as of May 29th 2025

• Domain & Brand Awareness: Multiple companies operate with variations of the name Supernova (e.g., getsupernova.com – a video player, supernova.io – SaaS, and supernova.in – a service apartment). Compounding this challenge, our primary domain, getsupernova.ai, currently has low domain authority (18). This low authority is underscored by 0% branded search traffic, highlighting a critical need to build awareness for our core AI English Tutor.
• What's Working: The AI-powered translation tool is a standout asset, driving significant organic traffic, particularly for Malayalam, Telugu, and Kannada language pairs.
• What's Not Working:
• • The main homepage attracts negligible traffic (<0.5%).
  • The current website structure lacks clear targeting for different ICPs (Ideal Customer Profiles).
  • Essential information (e.g., a full list of supported learning languages) is missing from the home page or meta description, hindering optimization.
  • Blog content, while present, suffers from poor navigability, low engagement, and limited ranking success.
  • The three languages driving traffic to the translation tool are not (or aren't) mentioned in the Play Store listing.
  • Broken links exist (e.g., navigation to the blog from the translation tool or home page does not work).
  • The translation tool looks like a separate entity from the main site/base page, and a lot of space is wasted talking about the translation tool rather than Supernova itself.
  • Most images on the Play Store and in use case examples are of adults or depict adult workflows, but the "About" section talks about children.

2. Restructuring for Targeted ICP Engagement

To combat the lack of clarity and effectively serve diverse user needs, a website restructure is suggested. This will create a generic catchment homepage, directing users to highly specific landing pages.

A. New Audience-Specific Pages:

• • Spoken English for Children
  • Spoken English for Professionals
  • Spoken English for Interviews

Proposed Home Page Restructure Prototype

B. Meta Tag Strategy: 

Each new page, along with supporting pages (Resources, Tools, Blog), will feature unique, keyword-optimized titles and meta descriptions.

This directly addresses the current inability to categorize meta tags for different ICPs and will clearly define our offering for each segment, aiming to boost relevance

3. Keyword Strategy

Given our current low domain authority, our keyword strategy will focus on two main categories:

• High Volume, Low Competition: Keywords with a search volume of 15k+ and a Keyword Difficulty (KD) score between 0-55.
• Low Volume, Low Competition: Keywords with lower volume but still maintaining a KD score between 0-55.

I will also continue to build on our existing translation related keywords that are currently driving significant organic search traffic.

Keyword Shortlist

4. Content Strategy

Observation 1:
After applying our selection filters, we are not identifying any competitor-specific or brand-specific keywords.

Observation 2:
We have very little keyword overlap with our actual competitors. Most of our current keyword overlap is with translation, dictionary, and typing tools.

Strategy 1: New & Enhanced Tools

Since our existing translation tool brings in most of our organic search traffic, we don't want to disturb its core functionality. Instead, we aim to enhance its interface to act as a preview of Nova, rather than resembling a standard translation screen.

We will also introduce two new tools derived from our keyword insights:

1. A Self-Introduction Practice tool
2. A Grammar Checker

These tools will serve as teasers for Nova's capabilities while also functioning as lead generation and app install mechanisms.

Strategy 2: Revamped Blog Structure & Content

Our long-term goal is to position Nova as an English learning app. We recognize that most of our users discover us through YouTube and Google.

Therefore, we will implement the following:

• Create a dedicated blog listing page catering to our three Ideal Customer Profiles (ICPs).
• Include a form on this page to collect email addresses for newsletter subscriptions.
• Since many relevant search queries are dominated by SERP features (e.g., video carousels), building a strong content presence on YouTube is also a priority. Each blog post will be accompanied by a YouTube video covering the same content.
• Blog posts will conclude with an appropriate Call to Action (CTA) to download the app.

We will start creating content following topic clusters shown below:

Content Loop

[Not considered for this assignment]

Most of our users discover solutions for improving their English speaking through YouTube and Google. Consequently, I plan to explore the following three channels:

• YouTube Display Ads
• Google Display Ads
• Google Search Ads

Campaign Objective

Ad Groups

• Income: Top 15-30% of the country
• Age: 25-34 age group
• Gender: All
• Languages: Tamil (For the sake of this exercise, I am running through the example with users who know Tamil.)
• Other Targeting Details

• Custom Audiences vs. Lookalike Audiences: Since I don't have Custom Audience data, I will be trying to using lookalike audience.
• Broad Targeting vs. Detailed Targeting: Since I have a deep understanding of the ICP, I will go with Detailed Targeting

Channel Selection

The current pricing model is based on a one-year purchase. I am equating LTV to the one-year purchase value (after discounts and offers) and am not taking renewals after one year into consideration, as there isn't enough data for this ICP regarding renewals.
LTV: ₹3000

Based on data, optimizing for Page Views on Google Search Ads with the specified targeting and ad setup is not proving to be ineffective.

Therefore, our strategy will focus on Brand Awareness campaigns on YouTube Display Ads and ads targeting Purchases on Google Display Ads

Ad Creatives

A. Awareness YouTube display ads.

Marketing Pitch

For the brand awareness ad, our goal is for it to be memorable, catchy, quirky, and compelling enough that viewers are inclined to watch it until the end rather than skipping.

Framework for Developing the Creative:
GrowthX Framework: Break the pattern, adopt the appropriate form factor, point to a problem, show the solution, build trust, and establish urgency.

For this exercise, I am focusing on the Tamil audience. To hook viewers and break the pattern, I will rely on humor. I'll use short, famous meme clips popular with the Tamil audience and relatable to struggles they face to capture attention and convey the problem. If these famous meme clips present copyright issues, our alternative will be scene recreations with original meme audio by regional micro-influencers.

Marketing copies:

Copy 1 - Struggling to Speak in Meetings?

Hook/Meme: Vadivel (Comedian) struggling to speak in front of a crowd

Neengalum indha maadhiri meeting-la unga thoughts-a solla thavikkareengala?
Ini andha கவலை வேண்டாம்! Super Nova AI app kooda daily verum 30 nimisham practice pannunga, போதும்! Meetings-la neengalum natural-a, super confident-a pesalaam.
Idhula best part ennanna, neenga Tamil laye English kathukittu, concepts-ellam easy-a purinjikalaam!
Ippove 1 லட்சத்துக்கும் மேல users Super Nova AI-a nambi use panraanga. Neenga eppo start panna poreenga
Innikke Super Nova AI app-a download pannunga!

Translation in English

Are you also struggling to express your thoughts in meetings like this?
No need to worry anymore! Just practice with the Super Nova AI app for only 30 minutes daily – that's all it takes! You too can speak naturally and with super confidence in meetings.
The best part is, you can learn English through Tamil itself and understand all the concepts easily!
Right now, over 1 lakh users are trusting and using Super Nova AI. When are you going to start?
Download the Super Nova AI app today!

Copy 2 - Struggling to Speak to Team Members?

Hook/Meme: Mouli (Actor) not understanding difference between "What do you do?" and "How do you do?"

Neengalum indha maadhiri foreign clients illa office team members kitta english la pesa kastapadreengala
Ini andha கவலை வேண்டாம்! Super Nova AI app kooda daily verum 30 nimisham practice pannunga, போதும்! Real-life conversations, perfect pronunciation, super vocabulary – ellame unga kai-la!
Idhula best part ennanna, neenga Tamil laye English kathukittu, concepts-ellam easy-a purinjikalaam!
Ippove 1 லட்சத்துக்கும் மேல users Super Nova AI-a nambi use panraanga. Neenga eppo start panna poreenga?
Innikke Super Nova AI app-a download pannunga!

Translation in English

Are you also struggling with English like this when speaking to foreign clients or office team members?
No need to worry anymore! Just practice with the Super Nova AI app for only 30 minutes daily – that's all it takes! Real-life conversations, perfect pronunciation, super vocabulary – it's all in your hands!
The best part is, you can learn English through Tamil itself and understand all the concepts easily!
Right now, over 1 lakh users are trusting and using Super Nova AI. When are you going to start?
Download the Super Nova AI app today!

B. Purchases - Google Display Ads

I will be using the same marketing pitch as above and adapting it for the display ad creative. For the video component, we will use footage of the CEO's interview with a popular tamil celebrity (Gopinath) – borrowing credibility from them.

[Not considered for this assignment]

​

Approach to Referral Program for Proactive Parents (ICP 3)

The product currently does not offer monthly subscriptions; it's a direct one-year subscription costing around ₹5,000-₹6,000. I feel that a simple one or two-month extension, the benefit of which would only be realized 10-12 months later, does not provide a strong enough incentive for parents to refer continuously.

I believe everything inside the app should be child's performance based, so the child is motivated to use the app and perform better to earn rewards. If this is not the case, the child will not see results, and the parent will not be motivated to refer or continue the subscription.

Additionally, for this specific ICP, the parent is the decision-maker and the one making the payment.Hence, our referral strategy will operate outside the app and will be solely focused on the parent. The true "happy moment" for the parent is when they see their child's improvement, and tangible results will make their recommendation feel authentic.

Who will we ask for a referral?

Parents whose children have achieved noteworthy improvement by using the app.

• Trigger: The child has shown a 15-20% improvement in vocabulary or fluency in the last 15-30 days.
  

How will they discover the referral program?

The goal here is to reduce the effort required for discovery. Post-purchase, the app will primarily be used by the child, so expecting the parent to navigate to a profile section to find a referral program might not work. Instead, we already have a communication channel with the parent on WhatsApp. We will use this channel to send a message to the parent when the trigger condition is met.

Why will they refer?

There are four primary motivators for referral: Money, Access, Fame, and Dopamine. An ideal reward would be something that ties back to platform value or offers distinct parental benefits. Since the app already has a gem store and offers performance-based rewards for children (e.g., pencil boxes, coloring books), we want to keep the referral rewards distinct and motivating enough for the parent.

A simple motivator is Money. A few options would be:

• A flat ₹500 cashback for every successfully referred parent (who purchases).
• Free one-month access to sister apps: Math Tutor (currently in beta), Science Tutor (future use case).

Another useful motivator could be Access :

• Access to exclusive worksheets.
• 1:1 access to top college counselors.
  

Since the sister apps (Math Tutor, Science Tutor) are not yet fully rolled out, I will be choosing Money (cashback) as the primary motivation.

Where and How will They Share?

When the trigger condition is met, the parent receives a message on WhatsApp highlighting their child's improvement and a Call to Action (CTA) asking them to refer. Tapping on the referral CTA takes them to a webpage. This page will feature a custom video showcasing the audio of their child's fluency improvement or new words learned and used in a sentence. It will include options to share via WhatsApp and Facebook in a one-to-many format.

How will they track referrals?

If any referred parent signs up using the link, their details are recorded, and a summary of referrals is pushed at the end of the week to the referring parent's WhatsApp. The initial referral message will also indicate that parents can type "check referral" (or a similar command) on WhatsApp to pull up the status of their referrals. The "check referral" status can additionally offer a nudge option to send a reminder to any referred parent who has signed up but not yet purchased.

For every successful referral (purchase by the referred parent), a notification of the reward is sent on WhatsApp, along with a mention of the next referral milestone.

Why will they keep referring?

We will look at adding tiered bonuses at key milestones (e.g., for 1, 3, 5, 10, 20 successful referrals). While the base reward is monetary cashback, these tiered bonuses could incorporate 'Access' motivators, such as exclusive worksheets or 1:1 sessions with college counselors, providing increasing value.

Tackling Social Risk

Parent communities are usually close-knit groups. One big blocker to getting a parent to refer is the concern: "What if it doesn't work for their child?" We can solve this in two ways:

1. Targeting Proven Success: By only asking parents who have seen success to refer and showing live proof of that success (the custom video) during the sharing process.
2. Risk Reversal: Offer a no questions asked 15 or 30 day money back guarantee if the referred parent does not see any change in their child. By doing this, we take on the risk of effectiveness. This is clearly communicated when asking the parent for a referral.

Messaging at Different Stages

Messaging for Referring Parent:

Initial WhatsApp Message (Trigger: Child's Improvement – CTA to view video)

Hi [Parent Name], great news about [Child's Name]'s progress with Miss Nova! They've improved [15-20]% in [vocabulary/fluency].
See a highlight of their achievement: [Link to Webpage with Video]

On the Webpage (To the right of Video)

Isn't [Child's Name]'s progress amazing? You can help other families experience this too!
Share this video and help start their child's English learning journey. For each family that joins through you, you'll receive ₹500 in thank-you rewards. 
Plus, unlock bigger bonuses as you help more children shine!
Your friends can try it completely risk-free with our 30-day money-back guarantee – we're confident they'll see success for their child, just like you have.

Share easily via:
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When a Referred Friend Purchases

Hi [Parent Name], great news!
Thanks to you, [Friend's Name] has signed up for [App Name] to help [Friend's Child's Name] begin their learning journey! We truly appreciate you helping another family discover this.
Your ₹500 thank-you reward will be processed once their initial 30-day success period is complete and they continue.
Want to see the status of families you've helped? Just type 'FAMILIES SUPPORTED' here anytime.

'FAMILIES SUPPORTED' Response

[Parent Name]:
Families you've helped:
* [Friend 1 Name] : In 30-day success period (Day [X]/30)
* [Friend 2 Name] : Successfully using! (Thank-you reward sent)
* [Friend 3 Name] : Exploring (Signed up, awaiting purchase)

Total Thank-You Rewards Earned: ₹[Amount]
Next Milestone: Help [Y] more families to unlock [Specific Next Milestone Reward]!

Messaging for Referred Parent:

Referral Message (1: Many Messaging)
<Attached Video>
I just had to share this. So thrilled with how much [My Child's Name]'s [vocabulary/fluency] has improved using the Miss Nova. [He/She/They]'s actually having so much fun with the lessons, which, as a parent, has been amazing to see.
It's been such a positive experience for our family that I thought other parents looking for effective and fun learning tools might find this valuable for their kids too.
If you're curious to try it for your child, the link I'm sharing gets you 10% off. What's really great too is their 30-day money-back guarantee, so you can see firsthand the progress your child makes, totally risk-free
[Unique Referral Link with 10% Discount]