← All questions
Strategystandard
Should a consumer language-learning app enter the corporate training market?
How to approach it
Ask who buys and who uses. In corporate training, HR or managers buy, so the app needs features consumers never asked for.
How a strong answer opens
“In corporate training, HR or managers buy and employees use. So I'd ask what buyers need that consumers never asked for, and whether we can sell to them.”
Outline of a strong answer
Try answering out loud for a few minutes before you open this.
- Clarify why now: is consumer growth slowing, or are companies already asking for team plans?
- Name the buyer (HR or learning teams) and the user (employees), and what each judges success by
- List what buyers need that consumers never asked for: admin tools, progress reports, invoicing, security reviews
- Assess fit: does bite-sized content meet workplace goals such as customer-facing language skills?
- Weigh the cost: a sales team, longer sales cycles and a roadmap pulled away from consumers
- Recommend a pilot with five to ten companies whose employees already use the app, judged by renewal intent
Where this question usually goes wrong
Assuming a strong consumer product will sell itself to companies, with no admin tools, reporting or sales team.
Learn the method
Should we enter this market? in Module 5, Product strategy.
The full kit has worked answers in full, start to finish, for every round type. $129 once.