VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
PITCHING REPORT
ENTREPRENEURSHIP
Class: INS3009-02 - Group 11
Lecturer: Pasdesy Amey
Luu Hoai Linh – 21070522
Nguyen Manh Quan – 21070555
Le Ba Dung – 20070130
Ma Hai Linh – 20071026
Hanoi, 15/04/2024
Contents
I. INTRODUCTION ......................................................................................................................................... 5
II. PROBLEM IDENTIFICATION ........................................................................................................... 6
1. Methods of data collection ...................................................................................................................... 6
2. Results of data collection......................................................................................................................... 6
III. DEFINING THE PROBLEM ................................................................................................................ 8
1. Market Competitors .................................................................................................................................. 8
2. SWOT analysis ........................................................................................................................................... 9
3. The Markets .............................................................................................................................................. 10
4. Market position........................................................................................................................................ 11
5. Statement ................................................................................................................................................... 14
IV. IDEATE ..................................................................................................................................................... 14
V. PROTOTYPE ............................................................................................................................................... 15
VI. BUSINESS MODEL CANVAS (BMC).......................................................................................... 17
VII. Mission – Vision – Core Value (MVC) ........................................................................................... 19
VIII. CONCLUSION ................................................................................................................................... 20
IX. REFERENCES ........................................................................................................................................ 21
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List of Tables
Table 1. 4 Features of the Listudy platform’s prototype…………………………………………………15
Table 2. Business Model Canvas of Listudy venture………...……………………………………………18
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List of Figures
Figure 1: By the frequency of utilizing for searching courses, webinars, science conferences…..6
Figure 2: By the difficulty…………………………………………………………………………7
Figure 3: By affordable price……………………………………..………………………………8
Figure 4. Global corporate e-learning market from 2021 - 2025 (PR Newswire 2022)..............10
Figure 5: Global e-learning market growth (Mani 2023)............................................................11
Figure 6: Illustration of Duolingo notifications strategy………………………………………..13
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List of abbreviation
AI Artificial Intelligence
ML Machine Learning
DL Deep Learning
NLP Natural Language Processing
CS Computer Science
SMS Short Message Services
MVC Stands for Mision - Vision - Core value
BMC Business Model Canvas
VNUIS International School - Vietnam National University, Hanoi
SWOT Stands for Strength - Weakness - Opportunity - Threat
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I. INTRODUCTION
In the current digital era, using technology is unavoidable. For educators and students to have the
increasingly complicated requirements they have, education demands experience, imagination,
and ingenuity. In this context, the study of computer science has seen the emergence of artificial
intelligence (AI), machine learning (ML), and deep learning (DL) technologies as potent tools to
raise educational standards, optimize the learning process, improve the effectiveness of remote
learning, and pave the way for creative, inventive, and successful teaching strategies.
The purpose of this study is to list critical elements that must be located to provide the technical
foundation for an integrated learning platform. DL has a profound understanding of learner
behavior, while ML models learn from data gathered and analyzed during the learning process. AI
capabilities that stand out include automatically tracking, organizing, and evaluating data. We
concentrate on integrating these functionalities into an educational platform to produce Listudy,
an intelligent, adaptable learning environment that personalizes the learning process and
automatically generates rich information.
We anticipate that the business idea will be effectively tested and contribute to education soon
through study and the identification of relevant variables.
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II. PROBLEM IDENTIFICATION
1. Methods of data collection
Primary research is the collection of new information through conducting surveys, interviews,
experiments, or direct observation. Based on this method, we conduct an online survey and face-
to-face interviews to collect data on market perspectives, assessments, needs, and opinions to
support research and analysis. and make data-driven decisions.
+ Sample: randomly student of VNU-IS.
+ Sample size: 50
+ Method: surveys & interviews
2. Results of data collection
Figure 1: By the frequency of utilizing for searching courses, webinars, and science conferences
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As the pie chart, there is a huge need in the frequency that 53,3% of people claim that, they always
have the demands for finding the qualify courses, webinars, etc. On top of that, the frequency falls
steadily from “usually” to “often”, and only 1%, a tiny amount of people do seldom.
Figure 2: By the difficulty
The next meaningful information, almost all of the people said that they often get stuck about the
usage of functions on their platforms/ websites, motivation through the courses, the suit of studying
content, and the output of their knowledge improvement process with 16%, 32%, 20%, and 22%
respectively.
The below graph shows the fee levels that learners are ready to pay for their development of
knowledge. It can be easily observed and assessed that only a small amount spends their money
for over-5M courses with 8.1%, some concern the free courses and under-1M courses, and 3-5M
courses with a proportion of 10.1%, 15.2%, and 23.2% respectively. In addition, nearly half of the
chart presents mostly people who see the 1-3M courses as suitable.
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Figure 3: By affordable price
III. DEFINING THE PROBLEM
1. Market Competitors
It is pivotal in navigating the dynamic terrain of any industry which involves identifying key
players and assessing their strengths and weaknesses. From there, we can strategically position
ourselves to capitalize on emerging trends, differentiate their offerings, and gain a competitive
edge in the market.
+ Coursera: stands out for its extensive catalog of courses sourced from leading universities
globally. While Coursera's breadth of offerings is commendable, its limitation lies in the
lack of personalized content delivery, potentially hindering learner engagement and
satisfaction.
+ LinkedIn: renowned for its professional networking capabilities and job placement
services, occupies a significant position in the competitive landscape. However, despite its
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robust networking features, LinkedIn's educational platform falls short in terms of
integrated content delivery, limiting its effectiveness as a comprehensive learning solution.
+ Udemy: commands attention with its vast repository of courses spanning diverse subjects
and disciplines. Nonetheless, Udemy's challenge lies in its deficiency in providing
personalized content recommendations and networking opportunities, which are crucial for
fostering a tailored and engaging learning experience.
2. SWOT analysis
2.1. Strengths
First Mover Advantage: Being the first platform to integrate comprehensive CS solutions into
content delivery platforms could give a significant advantage in terms of market positioning and
establishing a strong user base.
Comprehensive Solution: By addressing multiple pain points such as personalized content
delivery, targeted ads, and integrated user experiences, our platform could become a one-stop
solution for users looking for a more tailored online experience.
Customization and Personalization: Leveraging CS technologies could allow for highly
customized and personalized user experiences, leading to increased user satisfaction and loyalty.
Competitive Edge: Offering features that competitors lack, such as 24/7 chatbot support rooted in
CS principles, could differentiate the platform and attract users seeking better customer service.
2.2. Weaknesses
Technical Complexity: Implementing advanced CS technologies and integrating them seamlessly
into existing platforms could be technically challenging and require significant resources in terms
of development and maintenance.
User Adoption: Users may initially be skeptical or resistant to changes in their existing platforms,
requiring effective marketing and education efforts to promote the benefits of our integrated CS
solution.
Data Privacy Concerns: With increased personalization comes heightened concerns about data
privacy and security. Ensuring robust data protection measures will be essential to gaining user
trust.
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2.3. Opportunities
Market Growth: With the increasing demand for personalized content and better user experiences,
there is a growing market opportunity for platforms that can deliver on these fronts effectively.
Partnerships and Collaborations: Collaborating with content providers, advertisers, and
technology companies could expand the reach and capabilities of your platform, enhancing its
value proposition for users.
Scalability: As the platform gains traction, there will be opportunities to scale operations and
expand into new markets or verticals, further solidifying its position in the industry.
2.4. Threats
Competition: Existing platforms and emerging startups may quickly emulate our model or enhance
their offerings to compete with our platform, diminishing competitive advantage.
Regulatory Challenges: Evolving regulations surrounding data privacy and online advertising
could pose challenges to the implementation and operation of our platform, requiring ongoing
compliance efforts.
User Expectations: Meeting and exceeding user expectations for personalized experiences and
customer service will be crucial. Failing to deliver on these fronts could lead to user dissatisfaction
and churn.
3. The Markets
Figure 4. Global corporate e-learning market from 2021 - 2025 (PR Newswire 2022)
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The global e-learning market growth surpassed $315 billion in size in 2021. The market is expected
to grow further at a specific CAGR of 20% and cross $1 trillion by 2028.
The targeted customers are learners who need certificates to apply for jobs and get more
opportunities for their careers. Others are the students, and big training centers such as schools,
universities, colleges, and institutions.
Figure 5: Global e-learning market growth (Mani 2023)
4. Market position
4.1. Our market positioning
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Our platform's key features: are expert-led courses, comprehensive resources, and interactive
learning. We aim to provide exceptional value through curated content, aligned resources, and
engaging multimedia.
Providing Courses Led by Experts: Our platform offers meticulously curated content by industry
professionals, ensuring learners receive top-tier expertise and practical wisdom.
Offering Extensive Learning Materials: Our diverse array of courses spans across multiple
disciplines, with resources tailored to align with learners' career aspirations and personal interests.
Elevating Interactive Learning: Through dynamic multimedia content and interactive features, we
enhance engagement levels, fostering active participation and knowledge retention among our
users.
4.2. Marketing Strategy
Determining a marketing strategy is vital in building and developing a successful business. This
not only helps increase brand awareness but also aids in attracting and retaining customers.
Strategy 1: Using data to "nudge" users at the right time can significantly increase completion
rates.
+ Advantages: The ability to track how often students watch videos, submit assignments, and
complete tests. Duolingo leverages this information to "nudge" students to complete their
modules, by sending reminders at key times. This idea brings for Duolingo up to a 58.2%
success rate in 2023 (AIM Academy News 2023).
+ How to apply:
You have hundreds of types of "incentives" you can offer your customers. But in general, it's best
to choose moments when customers tend to make "wrong" decisions. For example, the popular
language learning program Duolingo sends out lots of notifications to encourage learners to use
the app.
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Figure 6: Illustration of Duolingo notifications strategy
Strategy 2: Elevating Listudy's commercial presence through celebrity endorsements and
strategic promotions aligns with our vision of accessible education for learners.
- Advantages: By posting on social networking platforms, and giving promotions to fans if
they sign up for the course. It is guaranteed the quality of our products by their reputation,
by “credibility”, almost all of them require high criteria, so what our business wants for
marketing strategy must be exact, consistent, and honest. As (Faster Capital, n.d.), this
approach helps their businesses raise the incredibility rate by approximately 39.3%.
- How to apply: Allow them to try, from their experiences and insights, they give the
assessment most legally. On top of that, celebrities are concerned and learn the promotions
with a special deal.
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5. Statement
In addition to highlighting the platform's strengths in combining personalization and complete CS
solutions to improve user experience, our strategic study also recognizes the technical and
commercial obstacles we must overcome. We seek to draw in and keep a varied user base by
employing proactive tactics like data-driven nudges and celebrity endorsements, which will keep
our platform at the forefront of the e-learning space. Our goals as we go forward are steady
expansion and market leadership, so we'll keep improving our services and making adjustments to
meet the changing demands and expectations of our students.
IV. IDEATE
To fill in the gaps in the e-learning and content distribution markets, we integrate computer science
and investigate many creative solutions. Thus, by fusing the greatest aspects of technology with
the requirements of a wide range of users, our team hopes to completely transform the learning
experience:
Idea Category Key Features Implementation Steps
Utilizes advanced algorithms for Develop the algorithm, test with a
Personalized
course and content recommendations small user group, and iterate based
Content Delivery
based on user behavior and on feedback.
preferences.
Machine learning models to deliver Integrate ad-serving technology,
Targeted
relevant ads, enhancing engagement pilot with partner advertisers, and
Advertising
and conversion. analyze performance data.
A comprehensive platform offering Partner with educational institutions,
Unified
courses, webinars, seminars, and build content aggregation systems
Educational Hub
conferences with certification. and launch a pilot program.
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A Spotify-like discovery feature for Design the user interface, develop
Enhanced User
educational content and a 24/7 AI- the chatbot using AI, deploy in
Experience
powered support chatbot. phases, and gather user feedback.
Use agile development methods,
Quick deployment of beta versions of
Prototype release beta to select users, and
the platform to test new features like
Development refine based on analytics and
personalized content and AI support.
feedback.
Implement feedback tools, conduct
Continuous feedback mechanisms
Feedback and ongoing surveys, and utilize
and data-driven enhancements to
Iteration analytics for continuous
refine the platform.
improvement.
V. PROTOTYPE
We trial essential features for Listudy before a full-scale launch. This will help us confirm the
effectiveness and acceptance of these features among our target audience, ensuring they align with
both learner needs and our strategic objectives:
Features Details
+ Objective: Validate personalized course recommendations to
enhance user engagement.
Personalized
+ Development: Built using the learner's data and behavior history.
Content Delivery
+ Execution: Tested with a select learner group.
System
+ Evaluation: Feedback via surveys and behavior analytics refined the
model.
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+ Objective: Assess the chatbot's support effectiveness (a sample NLP
model like BERT, ChatGPT, ClauseAI, etc.)
AI-Powered + Development: Created using predefined scripts and FAQs.
Support Chatbot + Execution: Deployed 24/7 in the beta environment.
+ Evaluation: User satisfaction and A/B testing refined chatbot
interactions.
+ Objective: Evaluate targeted advertising's impact on engagement and
revenue.
Integrated
+ Development: Ad-server matched ads to user profiles.
Advertising
+ Execution: Displayed to a user subset, tracked metrics.
Model
+ Evaluation: Adjustments made based on ad performance and user
feedback.
+ Objective: Create a seamless integration of educational resources.
+ Development: Designed for easy navigation and access.
Unified Platform
+ Execution: Included in prototype release for testing.
Interface
+ Evaluation: Usability testing and user feedback informed iterative
design improvements.
Table 1. 4 Features of the Listudy platform’s prototype
Three primary metrics—user engagement, user satisfaction, and system performance—were the
focus of our prototype evaluation. Metrics like the length of platform usage, interactions with
suggested content, and frequency of logins were used to monitor user engagement. Direct surveys,
net promoter ratings, and comments on particular features like the AI chatbot and interface
usability were used to gauge user happiness. System performance was evaluated based on the
platform's accuracy, speed, and dependability as well as the AI chatbot's effectiveness. These
assessments offered important information that directed changes to raise the platform's usability
and functionality.
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➔ Conclusion:
All things considered, the aforementioned assessment techniques and procedure produced
important insights into user preferences and behaviors, allowing us to improve our platform and
better serve the demands of our target audience. By using an iterative approach, we can make sure
that learners' expectations for a tailored and interesting learning experience are not just met, but
exceeded. Our ongoing development will be informed by insights, which will guarantee the
platform's resilience, use, and profitability.
VI. BUSINESS MODEL CANVAS (BMC)
Key partners Key activities Value Customer Customer
propositions relationship segments
- Linked with huge - Purchase, sell, - Personalized and - Social media: - Working people
banks in Vietnam & and research monitored AI Facebook, - People prepare
intermediary high-quality learning Instagram, X, experience and
payment software/ courses experience Gmail, etc. knowledge to apply
such as - Eye-catching - 24/24 and 24/7 - SMS direct for jobs.
Vietcombank, website design with Natural message, call. - People who need
Military Bank, - Establishing Language - Website inquiry certification
BIDV, PayPal, partnerships Processing (NLP) form. support to develop
Skrill, Payeer, etc. - Marketing and chatbot - Online exchange their careers.
- Other universities promotion - High-quality session. - Learning lovers
- Recruitment strategies international-level - Students (suit for
companies education 16+)
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Key resources - Certification Channels
provided by
- Partner reputable - Online
networks education
- IT/ Content/ institutions, and
Marketing/ universities.
Finance
departments
- Intellectual
property (license
of invention,
proprietary
algorithm, etc.)
Cost structure Revenue Stream
- Salaries and bonuses for staff - Membership registration fees
- Fees for cooperation with companies - Course purchase fee
- Marketing fees - Advertisement fee
- System improvement & maintenance fees - Collaboration fee
Table 2. Business Model Canvas of Listudy venture
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VII. Mission – Vision – Core Value (MVC)
MVC stands for Mission - Vision - Core Value, and it plays a vital role in building a solid basis
for the project. Therefore, MVC helps us shape the direction and goals of the business idea while
promoting consensus and support from stakeholders.
1. Mission
Our central mission is to provide universal access to world-class education, empowering
individuals to transform their lives and careers through online learning. By partnering with top
universities and institutions, we offer a wide range of high-quality courses, specializations, and
degrees that cater to diverse learning needs.
2. Vision
We envision a society in which anybody, anywhere, can improve their life through education.
3. Core value
Our core values are developed through four main keywords:
+ Access: We believe in providing access to high-quality education to anyone, anywhere, at
any time, through its online learning platform.
+ Innovation: We foster a culture of innovation, encouraging employees to think creatively
and push boundaries in the tech industry.
+ Collaboration: Collaboration is key to our success, with a focus on teamwork and shared
problem-solving to achieve common goals.
+ Impact: We are committed to making a positive impact on society through education,
empowering learners to achieve their goals and improve their lives.
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VIII. CONCLUSION
In summary, the process of creating and assessing our CS-integrated learning platform has been
essential. We've honed important features like AI-powered help, integrated advertising,
individualized content distribution, and a single platform interface through careful design and
rigorous testing. Enhancements have been informed by insights from user engagement, happiness,
and system performance, ensuring that our platform meets and surpasses expectations. We're still
dedicated to making improvements all the time and using innovative, user-centered design to shape
the future of online learning.
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IX. REFERENCES
1. AIM Academy News. 2023. “Case-study Growth Marketing: How Duolingo grew
its users by 450% in 4 years | by AIM ACADEMY News.” Brands Vietnam.
https://www.brandsvietnam.com/congdong/topic/332951-Case-study-Growth-
Marketing-Cach-Duolingo-tang-truong-450-user-trong-4-nam.
2. Faster Capital. n.d. “Evaluating The Effectiveness Of Celebrity Endorsement
Credibility.” Wikipedia. Accessed April 13, 2024.
https://fastercapital.com/topics/evaluating-the-effectiveness-of-celebrity-
endorsement-credibility.html.
3. PR Newswire. 2022. “Corporate E-Learning Market Size to Grow by USD 37.80
billion | Market Research Insights Highlight Reduction in Employee Training Cost
for Employers as Key Driver | Technavio.” PR Newswire.
https://www.prnewswire.com/news-releases/corporate-e-learning-market-size-to-
grow-by-usd-37-80-billion--market-research-insights-highlight-reduction-in-
employee-training-cost-for-employers-as-key-driver--technavio-301462039.html.
4. Mani, Baidhurya. 2023. “100+ Incredible Online Learning Statistics in 2024.”
SellCoursesOnline. https://sellcoursesonline.com/online-learning-statistics.
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