Forums: Discussions for entrepreneurs and small business.

Hi everyone,

   I`m in the foreign language learning business-- both as a learner and as a teacher, so it`s not hard for me to switch between `customer` and `business owner` hats.

   Here`s the thing, though:  I`ve been scouring the net for language learning resources, and I simply can`t believe how many free resources are out there.  When you look at all the free websites and podcasts, as well as schools providing free content as an incentive to sign up for classes, it really is mind-boggling-- and that`s saying nothing of the number of shareware/freeware applications that junior developers are putting out there for free.

   As a language learner, I`m tempted to think that I could study virtually any language I wanted, without ever paying a cent.   As a learner, that sounds like a great deal, but it certainly does take some of the wind out of my sails for considering my own business ideas...  

   Some people have told me that "not everyone is willing to spend that much time looking for free resources-- make your product and develop a smart marketing plan aimed at people who aren`t that industrious".  Beyond being dishonest, it really doesn`t sound like a good long-term strategy... why would I try to sell what I probably wouldn`t buy?

  What I wanted to ask was, has anyone else been troubled by similar phenomenon in their industry (especially service/coaching/education), and  is there  a silver lining to all this black-hat thinking?  Am I being realistic, or just plain-peggy pessimistic?

Cheers for any feedback--
Raymond

Hey Raymond - I suppose my question, particular to this industry, would be to ask what`s the quality level of those free resources?  Do they really line up with services that, historically, have required payment?  Or are they just the teaser to get a prospective buyer hooked, before you drop the paid services in their lap?


-------------------------

chuck fuller

Hey Chuck,   before I started my research to find out what was available in the  marketplace, I assumed that most of the freebies would be low quality, but that`s not really what I`m finding.   

   More and more people are less and less willing to pay for audio (and even video) content.   The true potential of what the internet has to offer language learners is truly staggering,    A good example of what I`m talking about is www.chinesepod.com --  I live in China, so their service isn`t as valuable to me, but these guys are probably the best example of putting it all together.  they`re giving away for free, what other people used to try and sell, and they`ve built a `premium` service around that.

   Regarding Joel`s comment about product versus customer service-- I`m slowly coming to the realization that it`s ALL about customer service in my industry.  It used to be that high-quality audio was a precious resource, just like the specialty beer in Joel`s neighbourhood; however, these days, any enterprising-Eric can get his hands on the basic building blocks of a beer store.

   In terms of offering services to language learners (just one part of what I`m hoping to do),  how I put the blocks together and make the soul of my business relevant to users is ultimately what it`s all about....the bar is definitely raising---- which, in the end, I guess... is good for everyone. 


 

Hi Raymond,

I checked out ChinesePod.com, and they do charge for their premium services (grammar bank, lesson transcripts and exercises).  In fact, they charge $30 (USD) per month for premium services.  So, they put out the hook with the free services, then offer premium services. 

One of my favorite business strategies is thoroughly check out the competition, and then look for `holes` in what they providing.  What`s missing from their product/service?  Then I can create a better product (and I`m not talking about copying!) - and I think you can do the same!

Best,
Stephanie

Hi Stephanie,

      Sorry, I wasn`t clear--- I knew that chinesepod was charging for their premium services, but I put up the link as a good example of a business site giving away a high-quality version of what many many other other sites try to sell.

   I have indeed gone through a rather exhaustive check of the language learning industry in three countries to see how language learners are using the internet. 

I have found that:

   -increasing numbers of academic institutions are putting language learning  resources on the web which are open to everyone.

   - hobbyists are doing more, both for fun and in hopes of getting some advertising $$  (studying Japanese?  "Nihongo Juku" www.njuku.com is similar to chinesepod, but their transcripts and grammar notes are free).

   - new businesses are trying to give away more to try and attract students
    (daily audio/video newsletters, etc.)

I`m getting closer to pinpointing my niche in the market-----I`ve learned so much through my research, and I have a much better idea of what I can offer; however, I really wasn`t expecting to find so many giveaways and I wondered if someone in another industry had some interesting insights to share.

any public speaking and/or media trainers in the forum?

increasing numbers of academic institutions are putting language learning  resources on the web which are open to everyone

I feel you may be in trouble. If academic institutions, which are businesses within a different industry and have no pressure to create an income from that particular service and are only using it as a premium they have nothing to lose and will saturate your marke

 yes  

not everyone is willing to spend that much time looking for free resources--

 I feel most people are not.

It appear the industry in which you want to enter has a very ease of entry into the  market place and competition is going to be tough and the market place is going to be saturated ( as you already described it).

I do feel you can find a way to market your product  but you will have to be super creative,  because even if you do find a nice niche   what is to stop any number of the existing organizations who are already giving the service away from doing the same thing as you.

A couple possible creative marketing ideas

• license your service to other businesses so they can give it away as a premium or for any other use and they may purchase your premium service.
• Sell advertising space within your program, not neccesary straight up ads  but maybe featured words or phrases that will benefit certain businesses.
• design your program , give it to businesses for them to give away as a premium and those people will become the market for your premium service.
• use it as a premium for another business venture.

 

Hi ideasandinnovations,

    I know that someone mentioned the personal MBA the other day, but did you know that MIT has a lot of free educational resources online through their Open Courseware project?

http://ocw.mit.edu/OcwWeb/

The Open Courseware program aspires to be:  "a free and open educational resource for faculty, students, and self-learners around the world--- OCW supports MIT`s mission to advance knowledge and education, and serve the world in the 21st century."

related to my business, language classes are a part of the curriculum, but you can find course material for virtually every subject. 

If you`re in the mood to learn something, you could do worse than free content from MIT, eh?

The following page contains their links to other Open Courseware programs around the world:

http://ocw.mit.edu/OcwWeb/Global/AboutOCW/otherocws.htm

and on it goes--- it`s definitely an exciting time to be alive!

Anyway, thanks so much for your feedback.  You`re right----I definitely do need to aim for "super creative"----but it hadn`t occured to me that someone might want to pay for my services, so that they could, in turn, give them away.

Ta for that,

Raymond