Praktika · B2C · AI English tutor app
Copy a viral video format with creators in other countries right away
Part of the jump from ~$1M to $10-12M ARR; no split by country
Workedinfluencerlocalization
What they did
As soon as the correction video worked, Praktika had other creators in other countries remake the format with various angles, scaling it across the globe instead of staying focused on one country.
What happened
Credited, together with the original video, for scaling from ~$1M to $10-12M ARR.
- Stage
- Growth (early growth)
This shipped together with other changes, so the result can't be credited to this alone.
In their words
Sub Club by RevenueCat · How Praktika Built a Profitable $50M ARR AI Business — Adam Turaev, Praktika“So we started just replicating those videos with other creators in other countries as well that would allowed us to scale that process.”
“we saw the opportunity to scale this format relatively quickly across the globe. So we started just replicating with various angles and stuff.”
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More from this episode
- Praktika: Launch everywhere, but focus marketing on one country with high needBrazil became the launch market behind early growth; founder gives no market-level numbers
- Praktika: Sell a better job, not English lessons, and compare your price to a tutorSold a $100/year plan in a low-spending market; the claim became the category standard
- Praktika: Search for creators under 5,000 followers whose videos still get huge viewsFound the creator whose video took ARR from ~$1M to $10-12M
- Praktika: Spend a month full-time messaging creators yourself, DMing those with no emailA few creators out of a long list worked out, including the breakout one
- Praktika: Let creators post the video they believe in, even if you don't like it30M views across three platforms; ARR from ~$1M to $10-12M, about a month per host
- Praktika: Put a small ad budget behind a creator video that's already going viralNear-zero CPMs, CPIs and cost per trial in the first days
- Praktika: Hire the creator behind your breakout video as an employeeHe became the face of the brand and still runs its social media
- Praktika: Hire former creators to run your creator program, one coach per country100+ creators in the program and still growing
- Praktika: Pay creators a fixed fee plus a bonus based on views
- Praktika: Keep creators and paid ads separate; have the ad team remake viral creator videosCreators keep finding new angles; no numbers given
- Praktika: Put the cursing characters from your viral ads inside the appFailed: users were unhappy and confused; called the year's biggest fail
- Praktika: Write product rules on one page, but let creators make almost anything
- Praktika: Use animated avatars so learners can rehearse the stress of talking to a personFounder says users then find real conversations easier; no numbers
- Praktika: Hand-write conversation scripts to fake the AI before the technology can do it
- Praktika: Have your AI tutor offer to set the daily reminder instead of a settings screen
- Praktika: Rebuild your cross-platform app as a native iOS appConversion and engagement improved across the board; biggest win of the year