Should Duolingo expand from teaching foreign languages

Guidance

Should Duolingo expand from teaching foreign languages

to teaching general subjects like Math and Music?

Product Strategy

The Market Entry Playbook

Decide whether to enter a new market by evaluating the market's attractiveness, your company's "right to win," and the strategic trade-offs of execution.

Step 1

Clarify the strategic goal

Understand why the company wants to enter this market before evaluating the market itself. Is it to drive new revenue, acquire a new demographic of users, build a defensive moat, or increase ecosystem stickiness? E.g., Duolingo entering Math isn't just about teaching; it's about expanding LTV (Life-Time Value) per user and defending its position as an all-in-one learning hub.

Step 2

Assess market attractiveness & landscape

Step 3

Define your "Right to Win"

Step 4

Formulate the Execution Strategy (Build vs. Buy vs. Partner)

Step 5

Identify Risks & Mitigation

Additional Tips

Have a strong thesis: Don't just list pros and cons and leave it hanging. Conclude with a definitive "Go" or "No Go" recommendation.
Opportunity Cost is key: Remind the interviewer that saying "yes" to a new market means saying "no" to improving the core product. Evaluate if the ROI justifies the distraction.
Flywheel effect: The best market entry strategies create a loop. Explain how success in the new market will feed data, users, or revenue back into strengthening the original core business.

Should Duolingo expand from teaching foreign languages

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