EWA: Learn English · B2C · English learning app
Win your home market first, then add languages one by one
Liked locally, then expanded; later #2 after Duolingo
Workedmarket-selectionlocalization
What they did
EWA launched a funny, whimsical app in the founders' native language/home market, then grew into other languages. Similar pattern cited for Babbel and Blinkist in Germany. Advice: don't default to the US if you know another market better.
What happened
Liked locally, then expanded; EWA later #2 after Duolingo.
- Stage
- launch
In their words
Sub Club by RevenueCat · Make Ugly Ads to Grow Your App – Yuliya Lennox (Solid Starts)“So if you have a benefit of knowing some local market better, definitely use it because this is what Eva did.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
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- Solid Starts: Run a trendy AI 'fruit babies' ad for a doctor-backed baby feeding brandBacklash: parents questioned whether to trust the brand
- EWA: Learn English: Have the founder join every marketing meeting and write the ads himselfApp reached #2 after Duolingo; link to this is loose
- Test new ads at $10/day in Indonesia, not $1,000/day in the USSame test signal at ~1% of the cost
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- EWA: Learn English: Run paid ads from the start alongside organic growthOrganic-only apps plateau; paid added late often ate into organic
- Palta: Share test results across apps and with a weekly peer group
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- Solid Starts: Hire people obsessed with the problemCredited for product quality; no numbers
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