IE Business School MBA and co-founder of Busuu.com Bernhard Niesner takes us through the evolution of the language learning platform since it started in 2007
Busuu.com is a company that started out as an MBA class project in 2007 but has grown into an established online community for language learning, with over 25 million users.
This Tuesday, about 30 prospective business school students and a number of graduates from
IE Business School, along with a few start-up enthusiasts gathered to hear one of the co-founders of Busuu share their remarkable success story.
Bernhard Niesner had just flown in from Madrid, and although he was hotfoot from Turkey the week before (where he broke his finger) he made a superb presentation and enthused everyone about the world of start-ups.
The Beginning
Bernhard worked with Roland Berger as a consultant for two years but wanted to do something entrepreneurial and so headed to IE Business School. His partner, Adrian Hilti, worked as a software architect for IT company Shockfish and then as a business analyst with management consultancy Arthur D Little prior to IE. The two met during a seminar that Bernhard had ditched case study work to attend - they sat next to each other and instantly hit it off.
Bernard and Adrian had the idea to build a platform where people who wanted to learn languages could do so easily while interacting with each other. They worked on their idea as part of their MBA final project. Theirs was the only project not selected for 'bootcamp' support from IE's
Venture Lab, but this didn’t stop them. IE provided the perfect test environment for their business. They used the opportunity of being at an international business school to run usability tests and received helpful feedback from their colleagues. They also used IE computer labs and rooms for as long as they could before they eventually rented their own office in Madrid and hired their first staff member.
Take-off Phase
Many of Adrian and Bernhard’s friends were applying for jobs at heavyweights like Goldman Sachs and McKinsey but the duo stayed in Spain for the sand and the Sangria, and because they felt Spain was the right place for them to bootstrap their business. There were surrounded by competitors who were raising huge amounts in capital but this didn’t phase the Busuu team. They strongly believe that it’s about execution and not capital. Bernhard said, “people have the same good idea and you can’t stop this but you can focus on how you execute your idea”.
They focused on getting Busuu more exposure through bloggers, and video campaigns. One of their
video ads won the Silver Lion award in the International Advertising Festival in Cannes. The campaign was about saving a nearly-extinct whistled language, Silbo Gomero, which is spoken in the Canary Islands. Partly as a result of the campaign, UNESCO recognized that Silbo Gomero needed to be preserved, and declared it as an intangible cultural heritage of humanity.
The company also shot
another video which told the story of why language learning is important. It told the story of Busuu which is actually a language only spoken by about eight people in Cameroon. This time, the campaign caught the attention of CNN.
The Busuu team spent time gathering feedback from customers about what language-learning features they would like. They didn't charge customers for the first year. Bernhard mentioned a user who has learned six languages through Busuu and had corrected over 100,000 texts by other users. This particular lady had printed her own Busuu flyers to personally distribute and had proclaimed herself a Busuu ambassador!
There were also retired language teachers who spent time on the site correcting people’s texts. Bernhard said these kinds of ambassadors were key: “They made us feel like we were working for something positive. Listen to them and make sure they are happy with the product”.
Where is the company today?
Busuu currently offers 12 languages including Arabic, Polish, Chinese, Brazilian Portuguese, and Russian. and receives up to 200,000 daily visits.
Bernhard put the market into context with some interesting stats. More and more people in emerging markets are learning second languages to improve their financial situation. There are currently one billion people in the world learning English and this figure is projected to rise by 2020. There are approximately 100 million people learning Chinese worldwide.
Busuu recently moved their entire team to London and they are looking for a cool office in Shoreditch. Someone in the audience asked why they hadn’t moved to either Silicon Valley or Berlin and Bernhard answered that there wasn’t much else to do in Silicon Valley other than drink coffee and how much Starbucks could one possibly drink? He felt that Berlin had a great tech scene but it was very much focused on the German and European markets.
In Bernhard’s opinion, being in London means you can tap into the significant talent of both IT and language education gurus. Spain didn’t provide the right amount of tech experts who also spoke English.
Up to the day before the event, they had managed to avoid raising unnecessary amounts of capital and had survived on less than GB £1m in funding.
For the future they are considering partnerships with big education brands to give users more confidence. They will keep working on adding new languages and improving the user experience of their languages courses. They are also working on maintaining and improving their mobile apps. In emerging markets, people may not have PCs but they access the internet via their smartphones and other tablet devices.
Bernhard believes there is a huge potential for Busuu to grow in emerging economies but of course the challenge is converting many of the users into paying customers. There is a still a culture of people paying for services in cash, and few facilities for electronic payments.
So, what gets Bernhard up each morning?
"Premium conversion emails" wake up the team each morning. Depending on the figures, they know whether to smile or not when they get to the office.
Other than that, “it's a positive business to be in. Building a company with the potential to change people’s lives”, he said. Bernhard ended the presentation by sharing some of his top tips for running a startup. Here are some of them:
- Funding does not mean success therefore bootstrap as long as you can and focus on building a sustainable business model before you approach investors
- Choose your investors as carefully as you would choose your spouse. Reach out to the ones who will be a great fit for the company and only ask for the right amount of investment need
- Don’t worry about people copying your idea. Unless you go to the Samwer brothers, there’s no need to be scared!
- Adapt your projections as often as the business needs it. Busuu had projected to have only 2 million users at this point
- PR is a long term investment and not all marketing strategies generate the same result so you need to be very clear about your objectives
- Hire an A team, work hard and enjoy the fight
Read more stories about students, alumni and programmes at IE Business School here
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Madrid Is incredible, I've had a fantastic time at IE University. I've had some excellent lecturers overall. They sincerely want the students to flourish and are concerned about developing a personal relationship with them. Having said that, students typically must fulfil their half of the contract by putting in the necessary work and demonstrating a desire to achieve success.
Coming Master
I spent 1 semester on my Erasmus during my BBA trip. This was the great experience and after that I decode to enroll for the master program there. I must say that the only disappointing fact is connected to distribution of the students. Master students are being connected to the old campus what is not fully fail.
Former BBA
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International focus
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Loved it
IE University, in my experience as a student, stands out as an outstanding institution for higher education. Its international perspective is a major strength, evident in the diverse student body that represents a multitude of countries and cultures. Interacting with such a global community has broadened my horizons and deepened my understanding of various subjects, providing a rich and comprehensive educational experience.
The quality of the faculty at IE University is exceptional. Many professors bring real-world experience to the classroom, making the learning process more practical and relevant. This approach not only enhances engagement with coursework but also ensures that students are well-prepared for their future careers. The accessibility of professors and their willingness to engage with students personally fosters a collaborative and supportive learning environment.
Practical learning is another significant advantage at IE University. The integration of real-world projects, internships, and case studies bridges the gap between theory and practice. This emphasis on hands-on experience equips students with practical skills and industry insights, making them more competitive in the job market.
IE University offers a wide range of programs across various fields of study, making it a versatile choice for both undergraduate and postgraduate students. This diversity ensures that individuals can find a program that aligns with their academic and career interests.
However, like any institution, IE University has its challenges. The cost of attending can be a major concern for some students, as tuition fees are relatively high. While scholarships and financial aid are available, not all students may qualify for them. This financial aspect is an important consideration, particularly for those with budget limitations.
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The workload can be quite challenging, especially for students undertaking double degrees or heavily involved in extracurricular activities. Effective time management is essential to manage academic demands while maintaining a healthy work-life balance.
In conclusion, I would recommend IE University to prospective students with specific considerations. If you value an international perspective, practical learning, and a diverse educational environment, IE University is an excellent choice. However, it's crucial to carefully weigh the tuition costs against the benefits and to be prepared for the competitive nature of some courses. Students should also be ready to handle a demanding workload. IE University has provided me with a rich and globally-focused education, equipping me for a career in an interconnected world. Ultimately, it's important to make an informed decision based on your educational and financial goals, along with a willingness to confront the challenges that may arise.
Rather Exciting
As a student at IE University, enrolled in the Business Administration program, I can confidently say that my experience at this institution has been overwhelmingly positive. IE University's innovative approach to education stands out as one of its most remarkable features. The interactive classes and focus on critical thinking, particularly through the use of case studies, have significantly enhanced my ability to apply theoretical knowledge to real-world business scenarios. Additionally, the global perspective at IE University, fostered by the diverse student body and international faculty, has broadened my understanding of global business practices, which is crucial in the field of Business Administration.
The university's strong industry connections have proven to be invaluable. These connections provide students with numerous internship opportunities and networking prospects, allowing us to gain practical experience and build professional relationships while still studying. Moreover, the comprehensive career support services offered by IE University, such as resume building, interview preparation, and job placement assistance, have been instrumental in preparing us for the job market.
On the flip side, it's important to mention that tuition costs at IE University can be relatively high, which may pose a financial challenge for some students, even though there are scholarships and financial aid options available. Additionally, the programs at IE University can be intensive, demanding a significant time commitment, which might not align with everyone's preferences.
In conclusion, I wholeheartedly recommend IE University to individuals considering a degree in Business Administration. The innovative teaching methods, global perspective, strong industry connections, and comprehensive career support make it an excellent choice for those aspiring to enter the world of business. However, prospective students should be aware of the financial considerations and be prepared for the intensive nature of the programs. If you're willing to invest in your education and are dedicated to your studies, IE University offers an exceptional and enriching educational experience in the field of Business Administration.
A Decent Experience
I've had the privilege of being a student at IE University, where I've been pursuing a degree in arts. My experience at IE University has been highly rewarding and unique. One of the aspects I appreciate the most is the university's strong emphasis on interdisciplinary learning. The opportunity to collaborate with students from diverse fields, including business, technology, and social sciences, has enriched my artistic endeavors. This cross-pollination of ideas has added depth and diversity to my creative work.
IE University's international perspective is another significant advantage. The institution's diverse student body and faculty from various corners of the world have broadened my artistic horizons and encouraged me to think more globally. In the field of arts, where cultural influences play a pivotal role, this global outlook has been invaluable.
The university also invests in modern resources and technology, providing students with access to cutting-edge software, creative tools, and state-of-the-art facilities. These resources have allowed me to explore new mediums and techniques, pushing the boundaries of my creativity.
Furthermore, IE University places a strong emphasis on practical experiences. This practical orientation has given me insights into the professional art world and how to navigate it effectively. Opportunities for internships and collaborations with art institutions have been instrumental in bridging the gap between academic learning and real-world application.
On the downside, tuition costs at IE University can be relatively high, which may pose a financial challenge for some prospective students. Additionally, the university's programs are quite intensive, demanding a substantial time commitment and strong time management skills.
In conclusion, I would wholeheartedly recommend IE University to students seeking an arts education with an interdisciplinary and global perspective. The institution's innovative resources, practical experiences, and international approach have significantly enriched my artistic journey. Nevertheless, it's crucial to consider the financial aspect and be prepared for the demanding nature of the programs. If you're willing to invest in your arts education and are committed to hard work, IE University offers a truly unique and rewarding artistic experience.
A Great Experience
As a student at IE University studying architecture, I have a unique perspective on the institution. Let me share my thoughts on this university:
Overall, my experience at IE University has been quite positive. The university's commitment to a holistic education, combined with its innovative approach to learning, has made my time here rewarding. Here are some key aspects I appreciate:
Interdisciplinary Approach: IE University places a strong emphasis on interdisciplinary learning. In the field of architecture, this means I've had the opportunity to collaborate with students from various backgrounds, such as engineering, business, and design. It's been enlightening to work on projects that integrate different disciplines, mirroring the real-world scenarios architects often find themselves in.
Faculty and Industry Connections: The professors at IE University are experienced professionals in their respective fields, and they bring a wealth of practical knowledge into the classroom. This has greatly enriched my architectural education. Additionally, the university's strong connections with industry professionals and firms provide students with valuable networking opportunities and potential internships.
Global Perspective: IE University's international approach to education is a significant advantage. I've had the chance to collaborate with students from all over the world, which has broadened my cultural awareness and global perspective. This is particularly important in architecture, as it's a field where global influences and trends play a significant role.
Innovation and Technology: The university's commitment to staying at the forefront of technological advancements is impressive. In architecture, this means access to cutting-edge software, tools, and resources, which have been instrumental in my academic and design work.
On the flip side, there are a few aspects that might not suit everyone:
Tuition Costs: IE University is a private institution, and as such, tuition can be on the higher side. This might be a challenge for some students, but there are scholarship opportunities and financial aid options available.
Intensive Programs: The university's programs are often quite intensive, requiring a significant time commitment. While this can be beneficial for learning, it can also be demanding, so time management skills are crucial.
In conclusion, I would certainly recommend IE University to those interested in studying architecture. Its unique approach to education, international perspective, and strong industry connections have enriched my architectural journey. Just keep in mind the financial considerations and be prepared to put in the effort, and you'll find a stimulating and rewarding academic experience at IE University.
A Global and Innovative Learning Experience
IE University is a dynamic and innovative institution that has gained recognition for its unique approach to education. There are several aspects that make it stand out, and while it may not be the perfect fit for everyone, it certainly has a lot to offer.
One of the notable strengths of IE University is its commitment to fostering a global perspective. The university attracts a diverse student body from all over the world, creating a rich multicultural environment. This diversity enriches the classroom experience and prepares students to thrive in an increasingly interconnected world. The emphasis on international exposure through study abroad programs, exchange partnerships, and a global network of alumni further enhances this global outlook.
IE University is also known for its focus on entrepreneurship and innovation. The institution places a strong emphasis on practical, real-world learning experiences that encourage students to develop an entrepreneurial mindset. This approach aligns well with the demands of the modern job market, where creativity and adaptability are highly valued.
Furthermore, IE University's faculty is often comprised of professionals with extensive industry experience, providing students with valuable insights and connections in their respective fields. The small class sizes enable more personalized attention, fostering a close-knit community and facilitating meaningful interactions between students and professors.
However, no university is without its drawbacks, and IE University is no exception. One potential downside is the cost of tuition, which can be relatively high compared to some public institutions. While scholarships and financial aid options are available, this cost may still be a barrier for some prospective students.
Another consideration is the intensity of the academic programs. IE University is known for its rigorous curriculum, and students often find themselves facing a demanding workload. While this can be an advantage for those who thrive in a challenging environment, it may not be suitable for individuals seeking a more relaxed college experience.
In conclusion, IE University is an excellent choice for students who are looking for a globally oriented, innovative, and academically rigorous education. Its emphasis on entrepreneurship, international exposure, and practical learning experiences can prepare students for success in a competitive job market. However, the high cost of tuition and the demanding nature of the programs should be carefully considered. Ultimately, whether IE University is the right fit depends on the individual's goals and preferences, but for those who are up to the challenge, it can be a rewarding and transformative educational experience.
The liquid learning method
I do like my program so much, since it gives me the possibility to develop my own personal skills while building a strong professional cv with plenty of extracurricular material. The amenities are extraordinary and the campus is super professional and convenient for networking!
The variety of courses
This university has provided me with the perfect university experience, complete with numerous resources that help students reach their goals. The beauty of this university is the variety of courses offered, and how the diverse nature of courses can prepare you for the real world.
High quality
The course has high-quality content, lessons, and educational materials. Everything is precise, concise, and well-explained so that this part can stay the same. It effectively provides full fundamental knowledge on the subject and suggests how to learn each concrete subtopic of digital marketing further. So, at the end of the course, I understood all the topics and substantially improved my skills in cooperation with marketing departments. The course also showed me approaches and tools to execute digital marketing so I can do the job myself.
As for improvements, it would be nice to work on the part dealing with tasks and developing individual projects. I felt like I needed more time for that. Doing homework and projects is essential for effective learning, but more time was required, harming the quality. Practice and individual projects should have more time and interactions between the students and the professor or learning facilitators. The course provided such opportunities for interaction, but doing the projects in a rush made it impossible to be prepared with questions for those meetings. Also, the more time students spend on practical tasks, the more they will remember. So, it would be great to extend the timing of the practice part.
Incredible Networking
I study Communication and Digital Media at IE University and it has been a one of a kind journey when it comes to my studies. But not necessarily because of the courses, but due to the overall experience. It offers so much opportunities, and networking where you can get doors open for your future. It has helped me develop as a person in the working world because of the way they due their classes. It really takes the content into experiences and allows you to get an insight into the career path you are taking. I will say, if you don't like to attend to class or prefer to study on your own it is an issue, because IE University is very strict when it comes to their attendance policy, and students have had problems because of how strict it is, and how little they help in that sense. Overall I would recommend the university, especially if you want to to get an idea of how your future working world will be.
BEST OF THEM ALL
Pursuing my Master’s in Strategic Marketing and Communication at IE has been an enriching and transformative experience. From the dynamic coursework to the diverse student body, this program has provided me with both theoretical insights and practical skills that have significantly shaped my professional outlook.
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