Groundbreaking English Tutoring
Choi Kyung-hee (Division of Journalism and Mass Communication, ERICA, ‘04)
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'English nausea' is a buzzword in South Korea, which refers to the fear of English communication and education. In 2016, a mobile application called Tutoring was launched by co-CEOs Choi Kyung-hee (Division of Journalism and Mass Communication, ‘04) and Kim Mi-hee (Division of Advertising and Public Relations, ‘06). After its release, Tutoring began to engage attention from numbers of users with English nausea, attaining 55,000 charged clients in June 2017. News H met CEO Choi Kyung-hee to analyze the success and future of Tutoring.
Novel platform of English education
Choi’s original occupation was developing teaching materials at the Chosun Ilbo Corporation. Choi's ultimate dream was contributing to the educational revolution in South Korea. While Choi was travelling around the globe for diverse experiences to achieve her goal, Kim reached her with a business idea. “Kim was an engineer at Samsung and I was an educator, which made me contemplate over the business. However, with these two contrary dispositions, we reached an agreement that this could work out,” reminisced Choi.
In the mobile application market where success and failure are borderless, the two CEOs presented decisive strategy- ‘lower the cost, increase the pay’. Since the business model is online operation system, Tutoring can offer low costs for the users and high pay for the contracted instructors by reducing human labor costs and offline management costs. “Attractive cost allows the clients to be involved into our application easily. However, the constant updates of English contents are also what draw attention from the users,” said Choi. Tutoring offers more than 80 different themes and various teachers that clients can choose and based on that, they practice English communication through phone calls.
The philosophy behind Tutoring is that education should not be carried out in the perspective of a teacher, but in the eyes of a student. Thus, conversational contents are steadily developing and increasing based on current trends. Also, the imperative criteria for choosing the on-demand instructors are their witness and active voice. “Since English education is based on phone call conversation, active voicing and charming communication skills are extremely significant along with the educational contents,” emphasized Choi.
Becoming a future-oriented analyst
Since the on-demand mobile learning platform is fast-changing, intricate analyses of the market, competitors, and its products are momentous. “All businesses nowadays involve artificial intelligence to comprehend its market. Since it wouldn't be odd if a business in this market suddenly collapses or succeeds tomorrow, strategies like growth hacking is vital,” said Choi. Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most efficient ways to grow a business. By using AI, workers at Tutoring consistently confirm their growth and weakness.
“When we think of marketing, people usually associate with PowerPoint presentations and SWOT (Strength, Weakness, Opportunity, and Threat of a firm) analyses. However, those days are over with the advent of AI. All we, the marketers, need is sensible adaptation to numbers that AI provides and making correct decisions stemming from that process,” explained Choi.
When Choi was at Hanyang University, she was an unconstrained student who found the meaning of her life in travelling and experiencing things. However, through those invaluable experiences, she is able to confront the fear the word ‘failure’ gives off. “I want to advise the Hanyangian students that starting a business will automatically bring failure and pain. However, it’s important to know that an accumulation of experiences will take over the fear.”
Kim Ju-hyun firstname.lastname@example.org
Photos by Kim Youn-soo
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