Educo Apps
Leading Foundational Research and Design for Caribbean
e-Learning App
The Challenge
• Creating a complete consumer experience that would enable L’Oreal Men Expert to improve brand equity with millennials
• Developing an innovative product and service that did not exist in the L’Oreal Men Expert Portfolio
• Launching a fully integrated marketing campaign focused on established strong, long term relationships with the consumer.
The Solution
We started by creating a research roadmap capturing our hypotheses and key questions. We then set up several stakeholder interviews with a range of teachers and students to validate our assumptions.
We reviewed 100+ studies, articles, and data sets to create a master report that included:
- Research on Caribbean education
- Student exam performance over the last 20 years
- Research on the effectiveness of online learning
- Competitive research (local and global)
- Customer segments and value prop design
- Business model design
- Pricing strategy
Customer Profiles
High school students who are struggling to learn or want to do well on the CXC
examination
- Grade Level: 4th – 6th form (10th – 12th grade)
- @ Age:15 -18 years old
- Location: 16 CARICOM countries
Their Challenges
Market Research
The Extra Lessons Market is Vulnerable for Disruption
Extra Lessons are limited by time and space
Students need to be physically present with teachers, which can be inconvenient or hard to coordinate
There’s a shortage of qualified teachers
With few teachers and limited capacity, it’s hard to find the help you need
Classrooms are overcrowded
Extra lessons happen in groups, which makes it hard to get individual attention
Extra Lessons are too Expensive
Students pay hourly rates which makes it hard to get help across several subjects
There is widespread and consistent demand for education services
90%
Of students enroll in afterscholl education (Extra Lessons)
2.4x
More students enroll in after school education than the international average
54%
Of students are actively searching for study materials and resources online
$550 Million USD
Total Market Size ( Yearly )
There are favorable conditions for distribution across the Caribbean
67%
People with Internet Access
World Bank1
2.4x
Mobile broadband penetration
ITU2
54%
Students searching for online test prep
Google3
Access to Quality Teachers
There is a shortage of qualified teachers
89%
Of High School Math Teachers are not fully qualified
-Ministry of Education
“Many teachers lack interest, care, and qualifications. We are not cultured to provide targeted attention and support for our students”
- Jamaican Minister of Education
“There’s a nationwide shortage of mathematics and science teachers in particular. The quality of teaching in our schools is one of the reasons students seek extra help”
- Jamaican Minister Observer
Resources
The second pain point is that students don’t have the resources they need to prepare. The National Inspectorate reports that 69% of Jamaican youth said that lack of resources is a factor hindering their education. There’s no effective way to review class lectures outside of class.
When it comes to CXC, students have to first find mock exams online or from a friend. Then they have to print out the exams, then fill them out. Then go back online and manually check their results. And then they have to sit there and figure out what they did wrong and how to improve.
The biggest problem is that past papers are hard to find, and it takes a lot of effort to complete them and track your results. And if you get a question wrong, there’s no way to know why.
And many students are forced to share their past papers and as a result don’t get enough time to practice.
All of this makes things incredibly difficult for even the top students, and with SATs it’s even worse because there’s so little information available.
Schools are not preparing students to succed
55%
Say education is the most important issue facing children
69%
Claim lack of resources is a barrier to their education
79%
Underperforming in English/Math in National Inspection
Individualized Attention
Competitive Audit
We emerged from our market research with 3 key questions:
User Experience
Design
Students needed a well designed product that is engaging, easy to use, and allows the student to focus completely on learning. They needed one single destination where students can go to find everything they need to prepare for finishing high school and preparing for college.
Designed Product to Address Key Pain Points
Pain Point
- Classes are overcrowded
- Shortage of teachers
- Lack of resources
- Students have different learning needs
- Extra lessons are expensive
Our Solution
- Self Paced online learning system
- Video lessons taught by expert teachers in every subject
- Interactive online coursework thousands of online practice questions
- Personalization based on student needs | track & analyze students activity and progress
- Affordable monthly subscription
Full syllabus of video lessons that cover the full syllabus for the most popular and difficult CXC subjects
Students don’t have to buy a book of practice tests for each subject. Or worry about finding past papers, or borrowing old past papers from another student, spending hours trying to take the test, grade themselves, and figuring out where they went wrong.
Students will get every single past paper for every single subject at the touch of a button for a fraction of the cost, be able to complete them online, and have them graded automatically.
Every past paper from the last 15 years in an interactive online format
Students don’t have to buy a book of practice tests for each subject. Or worry about finding past papers, or borrowing old past papers from another student, spending hours trying to take the test, grade themselves, and figuring out where they went wrong.
Students will get every single past paper for every single subject at the touch of a button for a fraction of the cost, be able to complete them online, and have them graded automatically.
A way for parents and students to track their progress and performance
Students can see their grades and progress at the touch of a button. A personalized dashboard will give students study recommendations based on their individual needs.
Instead of paying an arm and a leg to get a private tutor, students now have a system that provides instant feedback on what you did wrong, why, and what you need to review.
Interactive features that allow students to get support from peers and teachers
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