Enabling Kids to learn Coding on Mobile

The Problem 1

1 Billion Job Opportunities (by 2030) Require Foundational Development

Future jobs Lack of Lack of

require coding Vernacular Accessibility

65% of children entering 79% of users learn in 88% of the students do not
primary education will have vernacular languages have access to a laptop
jobs that do not exist today

NEP 2020, made CODING mandatory. No traditional solution can scale to meet this requirement
The Solution 2

Mobile First Practice-led Learning, Implementation leads to Euphoria

Within 15 mins

LEARN CODE PUBLISH

Bite-size content Concept application Instant Gratification

Bite-size content leads to Habit Formation, code implementation to Gamification and Publishing gives creator an Aspiration
A Glimpse into the product 4

Home : Experience : App store : PRO :

Course progress, Quiz Play and Create Publish & Share Premium offering
& Competitions apps
Coding is the new math 3

90k 225k 40% 55 minutes

Weekly Active Users Monthly Active Users WAU/MAU Monthly Active User Learning

All Level 1+ Level 4+ Level 5+

Started Learning Solving multiple CuriousJr is
Write single line code steps Problem Irreplaceable

W1 Retention 30% 43% 62% 80%

Weekly Time Spent

(in Mins) 13 34 59 98

As users increase in levels, they grow from single line coders to modelling real like problems to programs,
making Curios Jr. irreplaceable
Focus on customer outcomes 9

Learning activities i.e. quizzes and competitions inside the community leads to longer learning streaks

Learning validation through community

leads to consistency
Growth in performance of user, as he/she
progresses through levels and completes
chapters

Learning validation through community

leads to consistency
Level 10+ users are doing more that 120 quiz
challenges and 20 competitions. Relative
performance with peers is motivating them to
learn 26 days in a month.

Users learning on the application perform better

Learning with Peers 9

Users eventually become a part of the ecosystem

Learning activities i.e. quizzes and competitions inside the community leads to longer learning streaks

Learning habit develops as students

move ahead in the learning journey
Level 1+ users are learning 4 days, Level 5+
users are learning 10 days and Level 10+
users are learning 26 days in a month

Learning validation through community

leads to consistency
Level 10+ users are doing more that 120 quiz
challenges and 20 competitions. Relative
performance with peers is motivating them to
learn 26 days in a month.
Value to User 11

Experience at scale

Onboarding First AHA! Conversion

Engagement Retention
Moment to PRO

Tailor-made Bite-size content Apply concepts to Rank on Unlock premium content

learning journey Quizes & Competitions leaderboards & apps/ games
Coding the concept
Play & build games Build streaks Coach assistance
Building an app
from app store Masterclass
Increase Levels

Personalised Create and Publish Active Users learning Level 5+ users learning Language
learning content App within 15 mins for 55 mins monthly 9 days in a month Mastery

Gamified Learning Journey through Virtual Rewards and Coin system

Vision 5
PRODUCT

Best Learning Platform Technology First Community

(Practice Focused) Solution Engagement
BUSINESS

Engagement leading to Product Led Selling

conversion
 Bringing in Users 6

Coder Aspirants are Looking for Mobile Learning Platform

ASO and Marketing Campaigns

41% of the users coming from Organic Channels.

Apps/Games name or programming language search leads to
maximum searches to mobile coding platform

CuriousJr ASO searchability :

Python and JavaScript contributes to 25% of our search.
Addition of more languages (HTML, CSS, C etc) will expand our
PlayStore search by 4 times

Language Keywords Coding on Mobile Targeted Online campaigns are designed to create awareness of
Coder Aspirant looking for CuriousJr appeared in Top 5 Coding on mobile and its outcome. This leads to extremely low
more specific keywords for mobile learning solutions acquisition costs in range 4-5 INR

Note: Graph data is until Mid-October

Product led Growth 7

Creators Inspiring the Audience, Inducing Virality

Creation : More than 550K Apps Published

350+ apps and games module drives creation.
Each creator publish at least 3 apps and games.

User Created Apps Sharing

135K App share lead to 126K PlayStore search through word of
mouth. 70% of the apps and games creation are shared
outside the platform.

Invite a Friend
Another important part of the organic users. 25% of the organic
users are coming through direct invitation to a friend
Learning Time and Knowledge Graph 8

Sticking to the platform for continuous Learning

Level 1+ users spend average of
55 minutes monthly in the journey
They have experienced coding chapters, app
CuriousJr becomes Irreplaceable
and games creation, quizzes, and
competitions.

After reaching Level 5 they spend

more than 260 minutes monthly
In the journey to L5 they have completed
more than 20 chapters, 10 quizzes, 3
competitions and publishes at least 5 apps

Beyond L5 they tend to become a PRO

Coder (Coding Expert)
Pro Coders need to buy PRO offerings which
includes Weekly Plan, Masterclass, Premium
Apps, Doubt Resolution, and Report Card.
Outcome led Learning 10

Users learn more on the platform to perform better

Learning outcome evaluation in Block Coding Competitions Learning outcome evaluation in JavaScript Competitions

Level 10 users are in the Top 10% of the users Level 15 users are in the Top 10% of the users
participating in Block Coding Competitions participating in the JavaScript Competitions
Premium Offering 12

Freemium model : Enroll First, Experience Learning, Charge Later

Learning Curriculum
10%
Of active users
spending more than
● Detailed Curriculum 260 minutes

● Package Content Sell

Why are they buying?

Level 5 Users want to move ahead and
become expert coder. We plan to monetise
10% of Active users with package content

Coach Model
Experiment numbers
● Coach help students complete the In the last first month of launching, 37 level
Curriculum & Doubt resolution 5+ out of 4000 users aware of offering
● Periodic Parent Teacher Meeting bought the PRO version
 13

GenZ’s New Way of Leaning

Every student is served more personalised

and gamified version of learning on Mobile
Learning is Simplified 14

Habit formation helps in User’s consistent growth

How many days are they Why are they learning What is motivating them to
learning in a month/week? regularly? learn regularly?

Power Users are learning Simplified content with real Validation of learning
average 9 days in a month life examples. L5 users completed 10
Level 5 students completed 22 quizzes, published 5 apps
chapters in 9 days
Gamified Learning Journey 15

Achieving Milestones by Small & Consistent wins

Why are they motivated to

Daily Attendance
move ahead?
Run Code and See Magic
Streaks
Insight
Feeling Aspirational 16

Sharing the excitement of building things

- 70% apps and games are shared outside the platform

- L6 Coders are highlighted on the Platform - This increased their number
of days they open the app
The Team 17

JANISHAR ALI MRIDUL RANJAN SAHU

Technology & Curriculum - Business, Growth & Product -
Co-founder Co-Founder
IIT BHU Varanasi - Dual Degree IIT BHU Varanasi - Dual Degree

● Co-Founded MindOrks, Android learning ● Ex-OYO, set up business from scratch to

platform with 3 million developers reach, Million dollar monthly revenue
built end-to-end technology ● Launched non-english country at OYO
● Educator, 5+ years of experience in ● Ex-Circle (acquired by Sharechat),
vernacular hyperlocal social network.
Teaching Coding
● Build Product led 1M DAU Hyperlocal
● Ex-Ixigo, Ex-Bobble
Community
 18

Praveen Kumar Himanshu Shekhar Sumit Mishra

UX and Product Lead Community and Revenue Lead Android Lead Developer
● IIT Kanpur, 7 year Experience ● Ex-Community Lead, ShareChat ● Open Source Contributor
● Ex-UX Lead, ShareChat, Circle ● Ex-Content Head Circle ● Google College Ambassador
● Govt. Hackathon Winner

Rachita Poojari Rishabh Goyal Md. Sharique

Curriculum and Learning Lead Technology Content Lead Backend Lead Developer
● Ex-Lead School ● IIT BHU, Varanasi ● IIT Kanpur, Problem Solver
● Teach for India Fellow ● Frontend Specialist ● Technology Enthusiast
● 5 years Teaching Experience
Appendix 19
Market Size 20

India needs a scalable coding platform

270 Million 81 Million students

Total K-12 students (TAM) Willing to pay $100
It
e
m
1
10
0
%

TAM
170 Million Unbounded
$17 B
Active Internet Access &
INR 200k+ household Income SAM
170M x $100
$8 B
50
.4
It
e
m
136 Million SOM
% 1
49
.6
%

EdTech Awareness 81M x $100

Kids & Parents love CuriousJR 21

4.7
Most Loved
Learning App
Competitive Landscape 22

PLATFORM Desktop Desktop Desktop Mobile

1:1 1:1 1:1 Assisted &

LEARNING PROCESS
Live Live Live Self paced

PRICE POINT INR 40k+ INR 40k+ INR 40k+ INR 5-15k

Top 1% Top 5% Top 5% 95%

MARKET SEGMENT
Metro Metro Metro Students

REACH POTENTIAL
Investment Raised 23

$1M Raised in the Seed Round

● Co-Led by WaterBridge Ventures & Enzia Ventures
● Angel Investors:
○ Aditya Shankar (Co-Founder, Doubtnut), Tanushree Nagori (Co-Founder, Doubtnut),
○ Abhinav Sinha (COO, OYO),
○ Mohd Wassem (Founder, EasyEat)
○ Shashank Shekhar (Director- Content Strategy & Operations at ShareChat)
Outcome led Learning 5

Users learn more on the platform to perform better

Learning outcome evaluation in Coding Competitions

Average competition score of 54 marks when Level wise average score of the user. Crossing Level
moved 5 levels 5 take them to top 10%.
Premium Offering 5

Users spending more time are likely to buy premium

Percent of Active Users learning more than 260 minutes monthly

10% Of active users spending

more than 260 minutes

Why are they buying?

Level 5 Users want to move ahead and become expert
coder. Mobile and Technology is the next big thing.

Current numbers
In the last first month of launching, 37 level 5+ out of
4000 users aware of offering bought the PRO version