Our mission

Our company was created over a year ago with a specific goal to create products and services that make it easier for children of South Asian descent to learn their native languages. So far, our focus has been on a single language - Urdu. We wanted to become excellent in a single language, and then extend our offerings to other languages (e.g. Hindi, Punjabi, Gujarati, etc.). South Asians are the fastest growing and wealthiest demographic in the US and we believe there is a huge opportunity in this space.

What we do

As a 1.5 person startup, we took a staged approach to test product/market fit.

Phase 1 - complete - published a series of bilingual books in Urdu. We are the first ones to include English transliteration, in addition to English translations besides the Urdu script. We have received excellent feedback over the last year having sold thousands of books around the globe, with a significant presence in Canada, the US and the UK.

Phase 2 - in progress - prove out product/market fit on multiple products

• Relaunch under a new name with a new set of products that take into account customer feedback we have received
• Launch a new service line of online tutoring specifically catered and designed for kids in the West
• Explore expansion opportunities - this is what we need help with

Phase 3 - future - scale!

The Project

We have some key strategic decisions ahead of us that need to be assessed. The key question is - what is the best path for us to scale? The options in front of us are:

• Option 1 - Go deep in a single language first by adding new products/services. We want to map out the journey a child takes from early years to later stages and understand the products/services we can offer to parents that establishes us as the leader in the space with a comprehensive set of offerings. We will need to understand competitors in the space (other languages), comparable offerings, market/opportunity size, investment considerations and other operational considerations
• Option 2 - Go broad into multiple languages to expand TAM - we can take our current book offering and translate it into other languages and start marketing it right away to multiple our total market. We need to understand implications - financial, operational, etc. Also need to look into current offerings in that space and how we would be positioned next to them.
• Option 3 - geographic expansion - our current focus is in Canada, the US and the UK. We want to understand the opportunity outside those geographics and determine whether it would be worth the investment of time and resources to expand into those regions.

It will likely be a combination of the above that we proceed with. This is an opportunity for students to work with us and help us define the future direction of our start-up!