Accessible AI EdTech Market Entry

A Korean Business Accelerator requested a European GTM strategy for a Korean AI EdTech startup as part of a CEMS Business Project at Korea University Business School. Over two months, our team of five CEMS students developed a market entry strategy for the startup's AI EdTech product, focused on improving accessibility, encouraging tech adoption, and fostering creativity in STEM education for secondary schools.

The project aimed to identify the most suitable European launch markets with positive spillover effects, fostering widespread adoption of innovative learning tools and methodologies. To achieve this, we sought to build an in-depth understanding of the European secondary education landscape, including its structure, stakeholders, STEM education maturity, IT infrastructure, and startup ecosystem dynamics across various market clusters. 

The project followed a structured methodology consisting of four phases: Project Launch, Preliminary Phase, Progression Phase, and Finalization Phase.

• During the Project Launch and Preliminary Phase, the team gained a thorough understanding of the AI-enabled product, market entry objectives, and the European education sector, including its stakeholders, clusters, and competitive landscape. Research during these phases facilitated the preliminary clustering of countries for comparative analysis.

• The Progression Phase focused on developing a decision framework to conduct a Qualitative Comparative Analysis (QCA), reflecting crucial characteristics of viable target markets, including market maturity, adoption, readiness of users and infrastructure, monetization potential, market size, and spillover effects. Using the comprehensive framework, the QCA outlined potential launch markets.

• In the Finalization Phase, the team conducted an in-depth analysis of the competitive environment, sales targets, and relevant authorities in selected markets. This phase also included stakeholder interviews, providing insights into key success factors, effective product expansion strategies, and optimal distribution and communication channels—all tailored to ensure inclusivity and broader accessibility in STEM education. 

Beyond the collaborative and agile project process, my main responsibilities included:

• Preliminary Phase: Conducted market research focused on CEE countries, stakeholder mapping, and in-depth competitor landscape analysis.
• Progression Phase: Developed QCA criteria, forecasted market maturity, and assessed adoption rates and user readiness to ensure the product’s accessibility.
• Finalization Phase: Identified sales targets, distribution channels, and formulated strategic adoption and monetization scenarios, emphasizing inclusivity and broader accessibility. Conducted in-depth competitor analysis through interviews to inform product expansion. 

As a result of extensive research and analysis, Sweden and the Netherlands were selected as high-profile launch markets. The GTM strategy included:

• Clear positioning statement
• Sales target persona profiles
• Main distribution channels
• Communication tactics
• Unique selling points
• Market entry timeline, covering pilot, launch, content enrichment, portfolio expansion, and market growth phases

These efforts helped ensure the product was more accessible and aligned with customer needs, boosting its chances of adoption across selected user groups in the EU.

The Korean startup used the delivered market research to assess the efforts and investments needed to adapt its product for the European market, shaping its expansion plans.

Our team won the CEMS Business Project of the Year Award in 2022 for our comprehensive market research and GTM strategy. As a result, and as part of our effort to share best practices, the detailed market analysis and GTM plan were made accessible through our network of management schools and students.