easy ten for Silicon Valley Meets Russia

1. easy
ten
500 000+
downloads
AppStore rating
!
based on 1000+ reviews
Users have learned
43 000 000+
new words
LTV = $0,34
CAC = $0,09
Mobile app that helps you learn
10 new foreign words a day

2. EXECUTIVE SUMMARY
• easy ten is a mobile app that helps busy people to study foreign language
by learning 10 new words a day.
• Our system is based on a scientifically proven form of repetition, which our
team of cognitive neuroscientists & mathematicians has been developing
for several years.
• We’re raising a Seed round to (1) enhance our technology of content
personalization & viral mechanics, then (2) scale faster by adding 14 more
language pairs at a time.
• Our goal is to become a world’s most popular language learning
ecosystem, integrating language learners and teachers.
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ten
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3. PROBLEM: LEARNING TAKES TOO MUCH TIME
• Spaced repetition is the most critical
component of language learning.
• Optimal focus time of our brain is
2–3 minutes, this reaffirms that the
bit-sized learning blocks are most
effective.
• Learning foreign words is a major
issue of all language learners and
we manage to optimize it up to 40%.
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Due to poor use of spaced repetition and a large volumes of
memorized information we forget up to 90% of what we learn

4. easy
PRODUCT
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5. MNEMONIC TECHNIQUES GAMIFICATION
Achievements, Lieder boards & Levels
keep our users engaged and provide
constant feedback on their progress.
easy ten proved to be valuable starting
from 30-sec. usage sessions. And its
intensive techniques such as BrainBoost
even doubles learning effectiveness.
VIRALITY CROWDSOURCING
Our users love to tell their friends about
easy ten, aseptically when we give them
extra days of subscription for every invitee.
Users are able to share their lists of words.
This makes easy ten to be a great tool for
teachers, enabling them to interact with their
students or even find new ones in the app.

6. REMINDERS TRAININGS
We’re bringing learning out of the app. You
don’t even have to run easy ten duding
the day. Just open it once to start receiving
offline word/translation reminders.
LATEST EXAMPLES
easy ten trains all kinds of language skills:
spelling, hearing and pronouncing.
Along with the dictionary definitions, we
provide users with the real life examples of
words usage from twitter. Sorted and filtered,
only the top relevant tweets meet our users.
LINGVOPROFILE
To visualize the studying progress, we create
a personal linguistic profiles for every
user that highlights the learning path.

7. SUBSCRIPTION LEADS GENERATION
easy
!
unlim
for
$29,99
ten 7
1
month
for
$ 2,99
1
year
for
$14,99
User gets prize
from our client
e.g. Discount, Free lesson, Coupon, etc.
+7 Fills-in his data
to activate it
Client pays us for
each new customer
63%
revenue
14%
revenue
21%
revenue
B2B2C BUSINESS MODEL

8. THE MORE YOU LEARN, THE BETTER YOUR CONTENT IS
Our technology tracks and analyzes individual linguistic behavior to provide users
with personalized study course and recommendations from our partners.
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Word
{length}
{frequency}
{complexity}
{part
of
speech}
{subject}
{relevance}
{importance}
etc.
!!
Offline
schools
Online
Schools
Language
clubs

9. SCIENTIFICALLY PROVEN
easy
ten
New words retention*
after studying for 15 min with:
9
Textbooks
Flashcards
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Carousel
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BrainBoost
3x
2x
1x
* Now performing experiments at MIPT, data is incomplete. Yet confirmed by thousands of pieces of anecdotal evidence. See iTunes reviews.
4x

10. RAPIDLY SCALABLE MODEL
No feature gets in easy ten if it’s not easy scalable. That is why we focus on
adaptive technologies, user retention and virality.
Localization and adding 14 more lingual pairs is as simple as licensing
dictionaries from Harper Collins inc.
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11. WE REDUCE CAC VIA ANY PAID CHANNEL BY DRIVING
ORGANIC AND VIRAL INSTALLS
It makes us independent from the local markets pricing factors
Virality 20% Paid installs 40% Organics 40%

12. easy
BUSINESS
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13. Our goal is to have 50% Mobile Assisted Language Learning
Mobile !
Language-learning
$58,7 bln
Annual market size
30%
$17,6 bln
Marketing costs
10%
$1,7 bln
Online
marketing
1,71 bln
Smartphone users
30%
513 mln
Language learners
20%
154 mln
Our potential
users
market share by 2017, which is
$880 mln
Lead
price
до 10$
CAGR = 36,7% CAGR = 14,5%
easy
Offline !
Language-learning
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14. PRESS APPEARANCE PARTNERS
USERS TRACTION
iPhones.ru
Dec 2013 Jan 2014 Feb 2014 March 2014 April 2014 May 2014
MAU 42 500 58 300 61 500 68 000 70 000 73 000
Revenue 2 240 $ 3 050 $ 3 440 $ 3 870 $ 4 120 $ 6 850 $

15. COMPETITIVE LANDSCAPE
Mobile-first
adaptive
expert+user content
Mobile-first
expert+user content
Web-first
Content platforms
Web-first
User content
Expert content

16. ESTIMATED GROWTH
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We’ve managed to build the team that rocks and the product that kicks
without any investment. Now its time to boost our metrics and scale!
Metrics Current KPI (1 year)
Downloads 500 000 2 500 000
Churn (30 days) 35 % 20 %
MAU 70 000 640 000
LTV 0,34 $ 1 $
Viral K 0,2 0,5
# language pairs 1 14

17. PRODUCT ROADMAP
PRODUCT SCALING GLOBALISATION B2B SALES
1 2 3
Tablets version
Android version
Windows Phone version
Web browsers extensions
easy
SCALING
China
India
Brazil
Japan
Europe
LMS platform
SaaS for schools
Teacher tools
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18. THE ECONOMICS OF GROWTH
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Year 1
2013-2014
Seed Round A
Year 2
2014-2015
Year 3
2015-2016
Language pairs 1 14 24
Downloads 470 000 2 500 000 10 000 000
LTV 0,20 $ 1 $ 2,46 $
Revenue 95 000 $ 2 500 000 $ 24 600 000 $
Marketing 38 000 $ 360 000 $ 8 500 000 $
Opex 140 000 $ 500 000 $ 1 880 000 $
EBITDA -83 000 $ 1 640 000 $ 14 220 000 $

19. easy
TEAM
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20. easy
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Sergey Muratov
iOS Developer
Bioinformatics and cognitive
technology intern, MIPT.
Nikita Pestrov
COO
Bioinformatics and cognitive
technology intern, MIPT.
Dmitry Zaryuta
CEO
Medical doctor, designer,
marketer.
Vasily Sochinsky
Android team-lead
Bioinformatics and cognitive
technology intern, MIPT.
Alexey Goncharov
iOS developer
Computer linguist, MIPT.
Kirill Potehin
Back-end engineer
Former QSOFT developer.
~ FOUNDERS TEAM ~

21. Rapid growth requires both scientific & practical skills. That is why we have industry
stars with experience in product management, code architecture and machine learning
on our team.
easy
Victor Safronov
Big data engineer
PHD at Machine learning,
MIPT
~ EXECUTIVE TEAM ~
Eliah Snakin
CTO
Scrum & Agile evangelist,
iOS, PHP, JS expert
Leonid Repin
Back-end Architect
9 years experience,
former CTO at Lanvell
Imil Ziyaztdinov
Android Developer
Student at Business
Informatics faculty, HSE
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22. easy
We have the lift-off
Now to reach our goals we are
closing a seed round and searching
for a partners with global mobile
market scaling expertise
Dmitry Zaryuta
CEO & Founder, easy ten
zaruta@easy10.com
+79653815000
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23. PS. VISION
• As globalization emerges, we can’t afford not to speak several foreign
languages to be successful. Modern time-lacking lifestyle dictates that
learning of foreign languages should be as efficient as humanly possible.
• easy ten will emerge as an adaptive matrix of bit-sized fundamental
knowledge blocks, connecting teachers and students and helping them
interact with each other.
• Plugged into all the world’s major learning environments, including
browsers, e-readers, mobiles, tablets, glasses, smart watches, cars and
even devices that don’t exist yet, easy ten will turn them into your
personal language tutors. Learning should be a part of everyday life.
• Whether easy ten continues to grow on our own, or as part of a larger
education-focused company, we will continue to lead the movement of
optimizing language learning in the decades ahead.
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