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.

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.

Market Attitude and Perception

The English learning market is highly fragmented and driven by pragmatic users seeking tangible, real-world outcomes like career advancement or ensuring their child's academic success. While a wide spectrum of options exists, from free, unstructured content on YouTube to expensive, formal programs like the British Council, users are increasingly exploring digital solutions that promise a middle ground of affordability and flexibility. However, there is significant skepticism; users are highly sensitive to cost and will quickly abandon apps they perceive as ineffective, especially with so many free alternatives available. Consequently, the market values demonstrable results over superficial gamification and demands that any paid solution clearly proves its worth as a direct investment in achieving core life goals.

Defining our Ideal Customer Profile

Monetization litmus test

(Conduct the litmus test for your product)

Retention Graph

I don’t have exact retention data for SuperNova AI yet, but this is based on the 2025 Education App Benchmarks. The average curve here follows industry norms, and the curves for ICP 1 (Career Accelerator), ICP 2 (College-to-Career Transitioner), and ICP 3 (Proactive Parent) are rough estimates based on how they typically behave and what’s driving them.

Retention from Day 3 to Day 60 is a bit lower than average, mostly because of the app's pricing model. Right now, there’s just a 24-hour free trial, and then users hit the pay wall. That early paywall acts as a block especially for folks who are price-sensitive or just exploring.

ICP 2 is where we see the sharpest drop. These are students using the app for very specific events, placements, exams, etc. If they don’t hit value before the paywall, or their need is short-term, they drop off.

While overall retention numbers are low, there is a flattening curve for ICP 1 and ICP 3.

Retention graph for ICP 1 and 3 pass the retention test.

Depth of Engagement

I’ve categorized paid users of SuperNova into three segments based on how frequently they engage with the app, what features they use, and how much time they spend

Ideally, we’d want Core + Power Users to make up more than 50% of our paying base , a good benchmark for healthy engagement and readiness for further monetization.

Depth of engagement fails the litmus test.

Strategies to Deepen Engagement.

• • Drive Core Feature Adoption: To move users from 'Casual' to 'Core,' implement personalized push notifications and in-app prompts that highlight their weekly 'Progress Report' and encourage them to ask their first doubt.
  • Gamify Power Features: To encourage 'Power' user behavior, introduce daily or weekly 'Conversation Challenges' using the 'Practise Conversation' feature. Reward users with bonus gems for completing these challenges.
  • Contextual Nudges: Create triggers based on user goals. For a 'Career Accelerator' (ICP 1), prompt them to use the 'Draft Email' feature before a work week. For a 'Proactive Parent's' child (ICP 3), create a 'Get Ready for Show & Tell' practice scenario.

Willingness to Pay

1. Listing down Possible ICPs:

We've already listed down the possible ICPs above.

2. Define and Select ICPs that qualify

We use the ICP prioritization table to Select ICPs that qualify

Based on the ICP prioritization framework, we will select The Proactive Parent (K-8) and The Career Accelerator as primary targets, with The College-to-Career Transitioner as an extended segment.

3. Identify their problems

Key Problem Themes Based on Survey Responses (ICP 1 & ICP 3)

ICP 1: The Career Accelerato

• Struggles with spontaneous fluency during meetings and presentations
• Feels grammar could be stronger, leading to a lack of confidence
• Concerned that English proficiency is limiting career growth
• Finds generic advice (like "watch movies") unhelpful for professional needs

ICP 3:The Proactive Parent (K-8)

• Child avoids speaking English in school or social settings
• Teachers have flagged issues with the child’s grammar or class participation
• Upcoming school events (presentations, competitions) create pressure
• Parent wants their child to have an edge, especially when other kids are excelling

4. Test Hypothesis

The following are a few hypotheses of why we think the two ICPs would be willing to pay:

ICP 1: Working Professionals

• They believe improving their English will directly help with career growth , whether it’s promotions, interviews, or working with global teams and hence are willing to invest money in proven solutions.
• They’re willing to pay for something that builds real confidence in situations like meetings, presentations, or client calls since it directly impacts their self esteem
• They’re tired of generic advice and free content, and are willing to pay for something that gives them personalized, actionable feedback.

ICP 3: Parents of School-Going Children

• They want their child to do well in school presentations, competitions, and class participation, and see this as an area worth investing in
• They worry that hesitation to speak in English is affecting their child’s confidence and social interactions and hence are willing to pay for a structure solution.
• They see English as a long-term skill and want to give their child an early advantage compared to peers and hence are looking to invest in their future
  

5. Scale Sample Set

The total SAM for SuperNova AI falls under the following three buckets:

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

ICP 1: Career Accelerators

• Maps to Segment 3: Upskilling – Professional Communication
• Partially maps to Segment 1: Core Spoken English

ICP 3: Parents (of School-Age Children)

• Maps to Segment 2: Supplemental Education – English Skills

The high willingness to pay from ICP 1 and 3 confirms they are the right target. The key challenge is converting this intent by addressing the retention and engagement gaps identified earlier. Our proposed strategies for trial extensions and feature gamification are designed to directly tackle thi

Summarizing this Section

1. Retention graph for ICP 1 and 3 pass the retention test.
2. Depth of engagement fails the litmus test.
3. Willingness to Pay for ICP 1 and 3 show promise.

Overview of Current Pricing Models

SuperNova AI is currently A/B testing two distinct monetization models targeted at different user segments:

1. A High-Ticket, Sales-Led Funnel: This model directs users to a manual WhatsApp conversation to purchase a high-cost annual subscription.
2. A Low-Ticket, Self-Serve Trial: This model uses a low-cost (₹9) in-app offer that automatically converts to a recurring monthly subscription.

While these approaches test different price points and conversion methods, a detailed analysis reveals that both are fundamentally flawed. They currently suffer from shared issues of high user friction, a lack of transparency, and an unclear value proposition, which negatively impact user trust and conversion rates.

A more detailed analysis can be found in the pricing page design section below.

While the current app doesn’t have an extended trial or a freemium pricing model, I’m going to suggest a few experiments to help convert free users to paid. I’ll also explore ways to upsell and cross-sell to existing paid users.

At the moment, cross-sell is only possible for ICP 3 through the doubt-solving app for mathematics.

Experiments from Free to paid

Experiment #1 : Hook them with Progress

• Brief: Let users experience a core free module. Upon completion, show them a personalized report of their progress, with deeper insights blurred out, to entice them to upgrade to see the full picture.
• User Journey (Step-by-Step):
• 1. User onboards and is directed to a free "Foundations of Fluency" module.
  2. They complete all lessons within the module.
  3. A celebration screen appears, congratulating them on their achievement.
  4. This screen immediately transitions to their personalized "Performance Report."
  5. The user sees clear, positive metrics (e.g., score improvement) alongside enticing, blurred-out advanced metrics.
  6. The Call-to-Action to upgrade is presented as the only way to unlock the full report.
• The Trigger: The pricing is shown the instant the user is viewing their personalized report. This is the moment of maximum psychological impact, as their sense of achievement from completing the module is high, and their curiosity about the locked data is peaked.
• Applicable Channels & Detailed Messaging:
• • Channel: In-App Prompt
  • • Headline: Your First Performance Report is Ready!
    • Body: Congratulations! You've completed the Foundations module. Here’s a look at your incredible progress:
    • • Fluency Score: 45 ➔ 62 (+17 Points!)
      • New Phrases Mastered: 15
        Upgrade to Premium to unlock your full analysis:
      • Your Top 3 Mispronounced Words: [Upgrade to Reveal]
      • Detailed Pace & Filler Word Analysis: [Upgrade to Reveal]
      • Your Custom Action Plan for the Next 30 Days: [Upgrade to Reveal]
    • CTA Button: Unlock My Full Report & Go Premium
  • Channel: Email Campaign (For reinforcement if the user doesn't convert immediately)
  • • Subject: Your Personalized Supernova Report, [Name]!
    • Body: Hi [Name], incredible work completing the Foundations module! We've saved your personalized performance report. You've already improved your fluency score by 17 points—imagine what you could do with the full picture. Revisit your report and upgrade to unlock the advanced insights you need to get to the next level.
    • CTA Button: View My Report & Upgrade

Experiment #2 : Great learners commit

• Brief: Offer a full-access, 7-day trial for a nominal fee (e.g., ₹1). If the user practices every day, they earn a significant discount on their first month's subscription.
• User Journey (Step-by-Step):
• 1. User is presented with the "7-Day Challenge" offer on an onboarding screen with the messaging "Commit to learning for 7 days and earn a significant discount on your first month purchase"
  2. They pay ₹1 to start, unlocking full premium access.
  3. The app's home screen prominently displays a visual streak tracker.
  4. The user practices daily, filling in the tracker.
  5. On the 7th consecutive day of practice, upon finishing their session, they are shown a celebration screen.
• The Trigger: The discounted pricing is shown immediately after the user successfully completes the 7th day's task, completing the streak. This is their moment of peak triumph and the perfect time to present the "prize" they've earned.
• Applicable Channels & Detailed Messaging:
• • Channel: In-App Notification / Modal 
  • • Headline: CHALLENGE COMPLETE! You Earned It.
    • Body: Incredible dedication! You practiced for 7 days straight and proved your commitment. As promised, your exclusive 50% discount on your first month of Premium is now unlocked. Don't lose your momentum!
    • CTA Button: Claim My 50% Discount (Offer ends in 24h)
  • Channel: Email Campaign (To formalize the reward and add urgency)
  • • Subject: You did it, [Name]! Your 50% Discount is Unlocked.
    • Body: Congratulations on conquering the 7-Day Fluency Challenge! You've built a powerful learning habit. Your reward is ready: a 50% discount on your first month of Supernova Premium. This is your exclusive, one-time offer for completing the challenge. It expires in 24 hours.
    • CTA Button: Claim My Discount Now

Experiment #3 : Personalization Experiment

• Brief: Start with a chatbot conversation where the user defines their learning goals. The AI then creates a "custom" learning plan, giving them the first lesson for free and locking the rest behind a paywall.
• User Journey (Step-by-Step):
• 1. The first screen after sign-up is a chat interface with "Nova," the AI.
  2. Nova asks 2-3 targeted questions (e.g., "What's your goal?" "Who will you speak with?").
  3. Nova presents a visually appealing, multi-week "Personalized Plan" based on the answers.
  4. The first few lessons of the plan is unlocked and free. The user completes it.
  5. The user clicks on the locked lesson to continue their journey.
• The Trigger: The pricing is shown the moment the user clicks on a locked lesson within their personalized plan. This is a high-intent action that signals they are engaged with their custom path and ready for the next step.
• Applicable Channels & Detailed Messaging:
• • Channel: In-App Prompt (The primary conversion point, highly contextual)
  • • Headline: Ready for the Next Step in Your [Job Interview/Study] Plan?
    • Body: Great work on the first lesson! The next step, "Answering 'Tell Me About Yourself'," is waiting. Unlock your full, custom-built journey to land your dream job and speak with confidence.
    • CTA Button: Unlock My Custom Journey & Go Premium
  • Channel: Email Campaign (A gentle nudge to continue their plan)
  • • Subject: [Name], here's the next step in your[goal] plan...
    • Body: Hi [Name], you're on your way to acing that [goal]! You successfully completed the first step of the plan you built with Nova. The next lesson is ready when you are. Upgrade to unlock your full path and all future lessons.
    • CTA Button: Continue My Personalized Plan

Experiments to upsell or cross-sell

Experiment #1 : Achievement reward upsell

• Brief: Identify engaged monthly subscribers. At a key achievement milestone, "gift" them an exclusive, time-sensitive discount to upgrade to an annual plan.
• User Journey (Step-by-Step):
• 1. A user is on a monthly plan for 1+ months and demonstrates consistent usage.
  2. The user completes a notable achievement (e.g., a 5-day practice streak).
  3. The system identifies this user as eligible for the loyalty offer.
  4. An in-app modal immediately appears with the exclusive offer.
• The Trigger: The upsell offer is shown immediately after a loyal, long-term user completes a fresh, notable achievement. This links the reward directly to their positive action and catches them when their engagement is high.
• Applicable Channels & Detailed Messaging:
• • Channel: Whatsapp Message
  • • Headline: A Thank You Gift For Your Dedication!
    • Body: You're one of our most committed learners, and we want to reward your loyalty. As a thank you, switch to our annual plan today and we'll gift you an exclusive 40% discount. Lock in your progress and your savings for the entire year.
    • CTA Button: Claim My 30% Annual Discount

Experiment #2 : Performance Plateau upsell

• Brief: Algorithmically identify paying users whose progress has stalled. Empathetically acknowledge their struggle and upsell them to a "Pro" tier featuring live mentor support as the solution.
• User Journey (Step-by-Step):
• 1. A user is on a standard premium plan and practices regularly.
  2. The system's algorithm detects their progress metrics have stagnated for 2-3 weeks.
  3. After their next session, the system flags them as eligible for the upsell.
  4. An in-app prompt appears with the empathetic message and offer.
• The Trigger: The upsell offer is shown right after a user completes a practice session, once the system has confirmed they are in a "plateau" phase. This timing is effective because the user's own performance is fresh in their mind, and they are likely feeling the frustration of not improving.
• Applicable Channels & Detailed Messaging:
• • Channel: In-App Prompt (For immediate, contextual intervention)
  • • Headline: Feeling Stuck? It's a Normal Part of Learning.
    • Body: You're putting in the work, and hitting a plateau often means you're ready for the next level of training. Our AI is powerful, but a human expert can spot what it can't. Upgrade to Supernova Pro and get personalized feedback from a live mentor to help you break through.
    • CTA Button: Meet The Mentors & Go Pro

Experiment #3 : Doubt solver for homework cross sell

• Brief: When a child (user) achieves a major milestone in the English app, send a high-discount cross-sell offer for a new Maths app to their parent (ICP 3)
• User Journey (Step-by-Step):
• 1. Parent purchases the Supernova English app for their child.
  2. The child uses the app and reaches a pre-defined major milestone (e.g., "Level 5 Cleared").
  3. The system flags this achievement and triggers a notification to the parent's account.
  4. The parent receives the notification containing the cross-sell offer.
• The Trigger : The cross-sell offer is presented to the parent immediately after they are notified of their child's success. The timing is critical to link the positive emotion of their child's achievement with the new product offer.
• Applicable Channels & Detailed Messaging:
• • Channel: Whatsapp Campaign 
  • • Subject: Great News! [Child's Name] is excelling in English!
    • Body: Hi [Parent's Name], we're thrilled to share that [Child's Name] just reached Level 5 in Supernova! To build on this amazing success, we want to help them excel in another key subject. As a thank you for being part of the Supernova family, get an exclusive **70% discount** on our new app, **NumberNova**—a 24/7 AI Maths tutor.
    • CTA Button: Claim 70% Off Doubt Solver for [Child's Name]

Substitute Pricing

What are your customers paying for?

ICP 3 - Proactive Parents

Parents are paying for confidence in their child's future. They are buying a solution to a deep-seated anxiety or aspiration they have for their child.

• Proof of Progress: Parents don't want to waste money on something that doesn't show real improvement. The weekly progress reports and mentor check-ins address this directly.
• Hassle-Free Engagement: Parents are busy. They will pay a premium for a tool their child uses willingly and independently. The gamification and rewards system (Gem Store) keep the child engaged.
• Safe and Supportive Environment: Parents value their child's safety and confidence. The 24/7 AI Tutor (Miss Nova) provides a judgment-free zone for their child to practice, fail, and try again.
  

ICP 1 - Career Accelerator

Adults are paying for career and social mobility. They have a clear, personal goal and are buying the most efficient tool to reach it.

• Flexibility and Convenience: They want a solution that fits into their daily schedule . The Short 30-minute sessions and 24/7 access fit help address this concern.
• Practical Application: They need skills that translate directly to their job or daily life. Real-life practice tools and vocabulary builders offer tangible, immediate benefits.
• Judgment-Free Practice Partner in their Mother tongue: Like parents, they value the safety of the AI Tutor. It allows them to practice pronunciation and fluency without feeling self-conscious in front of a human coach or peers.

Where does your product stand out?

Vs. Human Tutors (e.g., Cambly, Offline Courses)

Human tutors are expensive and have inflexible schedules. Supernova AI provides personalized practice anytime, supplemented by weekly mentor check-ins, at 10% of the cost.

• • We charge for: The combination of unlimited 24/7 availability with the accountability of weekly mentor check-ins to keep learners on track.

Vs. Gamified Apps (e.g., Duolingo)

Supernova AI is focused on practical, real-life conversations, not just learning vocabulary. The content is personalized to reflect the user's actual needs and goals.

• • We charge for: Deep personalization and a focus on practical application that goes beyond simple gamification.

Vs. Specialized AI (e.g., ELSA Speak)

Supernova AI doesn't just focus on pronunciation; it develops communication skills holistically, including fluency, grammar, confidence, and listening. It's a complete communication coach.

• • We charge for: Holistic skill-building that creates well-rounded, confident speakers.
    

Vs. Passive Content (e.g., YouTube, Movies)

Unlike passively watching videos, Supernova AI creates a safe space to actively practice speaking and receive real-time, actionable feedback.

• • We charge for: The critical element of interactive speaking practice that passive content cannot offer

How should you position your product?

• Flexible and Always Available: 24/7 access to a personalized AI tutor makes it easy to fit learning into any schedule
• Safe, Judgment-Free Zone: Learners (both kids and adults) can make mistakes, practice, and improve without fear of embarrassment.
• Visible Proof of Progress: Weekly progress reports and mentor check-ins offer reassurance to parents and accountability to adult learners.
• Real-Life Impact: Lessons are designed for real-world communication , not just vocabulary games or pronunciation drills.
• High Value, Affordable Pricing: Offers 10x the value of a human tutor at a fraction of the cost.

Pricing Page

Pricing Page Teardown

SuperNova AI is currently A/B testing two distinct pricing experiments, each targeted at specific Ideal Customer Profiles (ICPs).

1. Experiment 1 (High-Ticket): A high-friction, WhatsApp-based sales flow for a one-year purchase, targeted at ICP1 and ICP3.
2. Experiment 2 (Low-Ticket Trial): A low-cost (₹9) in-app trial that converts to a monthly subscription, targeted at ICP1.

While both experiments show an intent to monetize, they suffer from significant issues related to trust, clarity, and user experience, which likely harm conversion rates and long-term customer satisfaction.

Analysis of Experiment 1: Whatsapp based Annual subscription

1. The "WhatsApp to Upgrade" CTA is a jarring and unusual flow. It breaks the seamless in-app experience and can raise user suspicion (e.g., feeling "scammy" or like a high-pressure sales tactic).
2. The journey is inefficient and disjointed. Users experience significant delays (a 20-minute wait for a response) and are redirected out of the primary conversion funnel (to YouTube, for an audio file), increasing the risk of drop-off
3. The price is completely omitted, forcing a user into a sales conversation just to get basic information. This creates a major barrier for users who are price-sensitive or averse to sales calls.
4. The initial screen's promise ("Improve Fluency & Confidence Faster") is generic. It fails to set concrete expectations, justify a high-ticket purchase, or explain what the course entails.
5. The support flow fails to directly answer user questions (e.g., the trial query was met with a sales call prompt). This demonstrates a focus on sales over user needs, which erodes trust.

Analysis of Experiment 2: Low cost In-App Trial

1. The offer's most critical details are hidden. The user is not informed upfront that the ₹9 price is for a 3-day trial only and that it automatically converts to a ₹299 monthly subscription. This lack of transparency can lead to user frustration, negative reviews, and high churn rate.
2. The prominence of the ₹9 offer obscures or replaces a standard 24 hour free trial, making it seem like paying is the only way to experience the app. This feels "pushy" and can deter users before they understand the app's value.
3. The "Unlocked with Supernova Premium" benefits are vague ("Speak Bravely," "Practice Anytime"). They fail to communicate concrete, desirable features that justify a paid subscription.

Summary of the two pricing pages

Both the pages suffer from the following:

1. Erosion of Trust: Both flows rely on hiding information (pricing, trial terms), which creates suspicion and damages user trust from the very first interaction.
2. High User Friction: The user journey is not optimized for conversion. Redirecting users to WhatsApp or forcing them into sales conversations creates unnecessary friction.
3. Unclear Value Proposition: The app fails to consistently and clearly communicate what specific features and outcomes a user gets for their money. Vague promises are not enough to drive conversions.

Analysing Competitor - Speak X's pricing page

They’re using a pretty standard 3-tier pricing layout, with the 3-month plan selected by default and marked as “Most Popular”. Couple of things stood out:

• They’ve given two ways to act — you can either tap the plan box or use the button below. Adds redundancy but maybe gives a slight boost to conversions.
• The 3-month plan at ₹299 is supposed to be the hero, but the 12-month plan is just ₹699. So the value of the middle plan falls flat.
• • This might be a special offer for cancelled users or some segmented group, but still, it makes the default pick look weak.
• All the prices use a strikethrough. Instead of highlighting savings, it ends up making users question the original price itself.
• There’s no feature difference across plans. All plans get the same access. It’s just a question of how long you’re paying for.
• Their strategy seems to be to push for autopay early on, and if the user cancels, they fall back to one-time, no-autopay offers.

Overall:

• The UI is clean and familiar, but the plan logic doesn’t really hold.
• The middle plan loses out because the yearly plan looks too good.
• Since there’s no feature differentiation, the whole decision rests on pricing , which feels fragile when you're anchoring everything on discounts.

Pricing Page Redesign

Reasoning for Redesign

The Core Principle:

Our previous analysis showed that while free access generates high initial interest, it fails to convert casual browsers into dedicated learners. Language acquisition is a journey that demands commitment, a quality that a "free" model inherently undermines.

Our new strategy is built on the Commitment Bias: a well-documented psychological principle stating that individuals are more likely to follow through on a goal after making an initial, even small, investment. By introducing a nominal paywall (starting at just ₹9), we create a "skin in the game" moment. This small act of commitment fundamentally reframes the user's relationship with our platform from passive consumption to active participation.

The Three-Tier Architecture

We have moved from a single pricing option to a strategic three-plan layout. This architecture provides a frame of reference that guides users toward our desired outcome. Each plan serves a specific psychological purpose:

• The Decoy: The ₹29 One-Time Plan
  This plan acts as an accessible but limited entry point. Its primary function is to trigger the Decoy Effect. When compared to our main offer (a ₹9 trial for a full-featured plan), the ₹29 plan appears less attractive, thereby increasing the perceived value and appeal of the monthly subscription.
• The Default: The ₹299/Month "Most Loved" Plan
  This is our core offering, engineered to be the most compelling choice. We leverage several biases to make it the path of least resistance:
• • Superior Value Proposition: A ₹9 trial for the first two weeks acts as a frictionless entry point, making it feel like a risk-free trial while still securing initial commitment.
  • The Default Effect: By centering this plan, using stronger visual cues, and labeling it "Most Loved," we make it the easiest and most socially validated option to select.
  • Reduces Overthinking: The "cancel anytime" promise removes friction and fear, encouraging fast, intuitive "System 1" decision-making.
• The Anchor: The ₹4,999 Annual Plan
  This high-ticket plan serves two functions. First, it caters to our most dedicated power users. Second, and more importantly, it serves as a Price Anchor. The presence of a ₹4,999 price point makes the ₹299 monthly plan seem significantly more affordable and reasonable by contrast.

The pricing page is explicitly designed to bypass the analytical friction of System 2 and appeal directly to the fast-acting System 1

Strategic Outcomes:

• Filters for High-Intent Users: The paywall naturally weeds out users with no real intention to commit, leading to a more engaged and valuable user base.
• Frames Value, Not Price: Our structure guides users to see the ₹299 plan as the smartest, most reasonable decision.
• Initiates the Journey: The moment a user pays, even ₹9, they have psychologically begun their learning journey, making them far more likely to stay engaged to justify their initial decision.

Monetization design

SuperNova AI, currently faces high user attrition within the first 72 hours, preventing most users from experiencing our platform's core value. This is largely due to a saturated market of free alternatives. Our analysis reveals that a one-size-fits-all monetization model is ineffective.

Our current model, a limited free trial, struggles to prove SuperNova AI's value against numerous free competitors. These alternatives, while often lacking structure and effectiveness, set a user expectation for free access. Consequently, we experience high churn early in the user journey.

Our primary challenge is to guide users to their "aha!" moment, where they experience tangible learning outcomes, before they attrite. An analysis of user engagement shows a clear segmentation:

• Casual Users: 70%
• Core Users: 25%
• Power Users: 5%

To succeed, we must shift from a generic trial to a sophisticated strategy that nurtures, converts, and retains users based on their unique behaviors and motivations.

To build an effective strategy, we first need to understand the distinct behaviors of our user segments.

The Baseline scenario

Industry-wide, the conversion rate from free to paid users for language learning apps typically ranges between 3% and 10%. In our case, we are seeing different behaviors across user segments, so we apply segment-specific conversion rates and pricing assumptions.

We segment our users into three broad categories based on frequency, feature usage, and engagement:

Pricing & Conversion Assumptions

We assume different conversion rates and pricing patterns across segments:

Casual Users

• Use the app for just a month.
• Often purchase only the ₹9 discounted trial (2 weeks).
• Conversion Rate: 1%
• Revenue per Paying User: ₹9

Core Users

• Use the app for 3–4 months.
• Start with ₹9 trial → upgrade to ₹299/month.
• Average billing assumed: 2 full paid months after trial.
• Conversion Rate: 3%
• Revenue per Paying User: ₹9 + (2 × ₹299) = ₹607

Power Users

• Use the app long-term.
• Buy an annual plan.
• Conversion Rate: 10%
• Revenue per Paying User: ₹3,000

Revenue Calculation (for 10,000 Users/Month)

Based on this model, our key projections are:

• Total Paying Users: From 10,000 monthly users, we expect 195 paying users.
• Blended Conversion Rate: This results in an overall conversion rate of 1.95%.
• Monthly Revenue: The lifetime revenue would be approximately ₹196,155.
• Annual Revenue Run Rate: This projects to an annual revenue run rate of ~₹23.5 lakhs, assuming consistent monthly acquisition and retention patterns

RFM Analysis

This is a sample Mock data of user behaviour pattern for a set of 20 users

• ✅ Monetize: Champions & Loyal Customers (Power/Core Users)
• • Why? These users have demonstrated high engagement and have already experienced SuperNova AI's value. They show clear commitment and are willing to pay more for advanced features and accelerated progress. Monetizing them is a low-risk, high-reward strategy focused on maximizing Lifetime Value (LTV).
• ✅ Monetize with care: Potential Loyalists & At-Risk Users (Engaged Casuals/Newer Core Users)
• • Why? These users are on the cusp of becoming core users but haven't fully committed. They've shown interest but might be hesitant. The right low-friction, high-value offer can tip them over the edge by showing them exactly what they're missing. The goal here is conversion.
• ❌ Do Not Charge: Hibernating & Low-Engagement Users (Majority of Casuals)
• • Why? These users haven't experienced the core value loop yet. Asking them to pay would confirm their suspicion that SuperNova AI isn't for them, leading to immediate churn. Our focus here must be on activation and engagement, not monetization. We need to guide them to an "aha!" moment for free.

I've covered the different pricing experiments and increases to revenue in the How much to charge section below.

When to charge?

Step 1: Identifying which aspect determines value for your product

The user research strongly validates the "Career Accelerator" persona, whose motivation is driven by high-stakes professional and academic events. Triggers like interviews, presentations, and formal workplace communication create an urgent need to improve. For this group, English fluency is not just a skill but a tool for achieving a core need: to feel confident, command respect, and perform effectively in situations that are critical to their career advancement. Their goal is to overcome communication barriers to unlock professional growth and self-assurance.

Similarly, the feedback confirms the "Proactive Parent" JTBD, where the motivation is rooted in parental concern. The trigger is observing their child struggle to communicate clearly with teachers, friends, or family, which sparks anxiety that the child is not reaching their full potential. This group’s core need is to relieve that anxiety by taking direct action. They seek to provide personalized support that builds their child’s foundational English skills and confidence, ensuring they are well-equipped to excel socially and academically.

Perceived Value

From the lens of perceived value, Supernova AI provides an affordable, always-available solution that helps users improve their English skills.
The primary value is efficiency and time savings.

Step 2: Competitor Benchmarking

1. Assess your product benefits vs. that of your competitors

• Human tutors provide rich, nuanced interaction but are expensive and not as flexible with regards to schedule.
• Gamified apps like Duolingo are accessible and fun but often lack depth and real-world relevance.
• Specialized AI tools (like ELSA Speak) focus well on specific skills but don't build overall fluency or confidence.
• Passive content (like YouTube or movies) offers exposure but lacks interaction, feedback, and structure.

Supernova AI combines the best of all these:

• Instant access
• Goal-aligned practice
• Personalized feedback
• Ongoing progress tracking
  All without the high cost or scheduling hassle.

2. If they match- what different can your product offer?

While some tools/apps offer similar features, such as 24/7 availability or AI-driven feedback, Supernova AI goes further by offering:

• Practice sessions tailored to actual needs and goals
• Weekly mentor check-ins to ensure consistent progress and accountability

3. Can you provide more value at a similar or lower offering?

Yes. Since the core AI service used by emerging companies is similar, Supernova AI can deliver more value at comparable prices initially, and optimize for even lower prices at scale.

4. If not your product, which is the next best alternative in the landscape?

The closest alternative in the same category would be SpeakX

Step 3: Quantify your results ensuring they align with your price

For Career Accelerators

Trigger: Job interview, appraisal, client call, or MBA entrance
Goal: Speak fluently and confidently within a short time window

Without Supernova

• • • ₹600–₹1,200/hour for human tutors
    • Minimum 10–15 sessions for impact = ₹6,000–₹18,000
    • Difficulty scheduling sessions; no support between classes
    • Average prep time for high-stakes event: ~20 hours

With Supernova AI

• • • ₹299/month or ₹5,000/year
    • Always available
    • Personalized daily practice + mentor check-ins → More focused prep
    • Net savings: ₹10,000+ per event
    • Confidence increase: Reported by 9/10 users

For Proactive Parents

Trigger: Child struggling to express themselves clearly
Goal: Build child’s English foundation at home

Without Supernova

• • • ₹150–₹300/hour for private tuition
    • Annual cost: ₹4000–₹8000
    • Limited visibility into child’s progress
    • Often one-size-fits-all content

With Supernova AI

• • • ₹299/month or ₹5,000/year
    • Personalized lessons for the child’s learning level
    • Weekly mentor updates for parents
    • Time saved commuting to/from class: ~60+ hours/year
    • 4 out of 5 parents reported more visible progress than previous tuition methods
      

Step 4: Map out the products’ perceived value of across the user’s journey

What to charge for?

Charging for Time (The Core Subscription)

This is the primary business model for SuperNova. It gates the core product behind a recurring subscription, activated once the user is convinced of its value.

• Why charge for Time?
  We charge for Time because language mastery requires consistency and habit. A subscription model creates a commitment loop: the user invests financially, which encourages them to use the product to get their money's worth.
• Core Value Proposition
  Sustained, measurable improvement in spoken English through a personalized lessons, unlimited AI-powered practice, instant feedback, and gamified habit-formation tools.
• Who to charge?
• • Core and Power users who have gotten their first few aha moments.
• Perceived Value
  At the point of purchase (Stage 7), the user's perceived value is the confidence that they have finally found "the system" that will work for them.

Charging for Access (The Premium Upsell)

This is the secondary revenue stream, designed to capture additional value from highly motivated users with specific, high-stakes needs.

• Why charge for Access?
  We charge for Access to specific, high-leverage solutions without raising the core subscription price for all users. This allows us to target users with a higher willingness to pay at the exact moment of their need.
• Core Value Proposition
  A targeted shortcut to a specific, real-world outcome. This includes:
• 1. Expert Access: Personalized feedback and a custom learning plan from a human coach that goes beyond the core AI.
  2. Content Access: A specalized set of roleplays, vocabulary, and scenarios designed to master a specific situation beyond the basic lesson plans.
• Who to charge?
• • Power users who are in the mastery phase but have hit a ceiling to progress
• Perceived Value
  The perceived value of Access is gaining an exclusive access. After a few free mentor check-ins , paying for ongoing Access feels like hiring an expert guide to ensure you don't get lost.

How much to charge?

Pricing Model

This table outlines the key user psychology and behavior patterns for this type of educational product.

We will guide users through a short free trial to showcase core value, followed by a low-cost, one-time paid trial for extended access. This model acts as a commitment filter, using a small payment to separate curious browsers from serious learners before they are offered a full subscription.

Pricing Experiments

Based on the insights above, we propose a series of targeted experiments designed to meet each segment where they are.

Experiments for Casual Users (Goal: The "Aha!" Moment)

The goal is to get them to experience the core value proposition: "I spoke, and the app helped me improve."

Experiments for Core Users (Goal: Habit & Path to Mastery)

These users are committed. We need to give them structured paths to mastery that align with their goals and justify a recurring subscription.

Experiments for Power Users (Goal: Fluency & LTV)

These users see proficiency as a critical investment. We will sell them transformation, not just a tool. These two plans will co-exist to create a new premium pricing structure.

Projecting the Financial Impact

Casual Users (7,000 Users/Month)

This table models the two experiments aimed at improving conversion for short-term users.

Core Users (2,500 Users/Month)

This table models the experiments designed to create habit and provide a clearer path to mastery.

Power Users (500 Users/Month)

For this segment, the "experiments" are two co-existing plans that create a new pricing structure. The table shows the base case versus the projected performance of each new plan within the new structure.