Improving the Platform
Duolingo is a great app - but it’s not perfect. What follows are some recommendations for how the service could become an even more lucrative platform, for both users as well as potential investors.
Supplemental Resources - Duolingo struggles to stand on its own as a singular language-learning tool, and most users agree it is best to supplement its lessons with extensive reading, and real-world practice. Grammar and syntax are also a strong focus of Duolingo and, as a result, its lessons can feel disconnected from culture, lacking “local lingo” or colloquialisms. Duolingo could improve on this by:
Expanded Offline Capabilities - Duolingo’s research has shown that the correlation between Internet access and language learners on Duolingo is quite high. Offline options are available, but by improving and expanding the offline capabilities, Duolingo could reach a wider market such as those with unreliable internet connections.
User Retention - Duolingo’s user base grew from 200 million to 300 million from 2017 to 2018. However, its active users base has remained unchanged. Duolingo could combat this by:
Supplemental Resources - Duolingo struggles to stand on its own as a singular language-learning tool, and most users agree it is best to supplement its lessons with extensive reading, and real-world practice. Grammar and syntax are also a strong focus of Duolingo and, as a result, its lessons can feel disconnected from culture, lacking “local lingo” or colloquialisms. Duolingo could improve on this by:
- expanding their reading materials;
- facilitating real-world, real-time communications among their community by implementing a secure audio and/or video chat system.
Expanded Offline Capabilities - Duolingo’s research has shown that the correlation between Internet access and language learners on Duolingo is quite high. Offline options are available, but by improving and expanding the offline capabilities, Duolingo could reach a wider market such as those with unreliable internet connections.
User Retention - Duolingo’s user base grew from 200 million to 300 million from 2017 to 2018. However, its active users base has remained unchanged. Duolingo could combat this by:
- refocusing efforts on growing its user base, as opposed to its revenue;
- increasing brand marketing efforts;
- telling more stories; and
- continuing traditional performance marketing.