Competitor Analysis: English for Specific Purposes

A strategic competitor review for a career-oriented English language learning product. The project aimed to map the landscape of direct competitors offering English for Specific Purposes (ESP) programs, with a focus on workplace communication skills such as negotiation, presentation, and job interview preparation.

This research is a follow-up study or decision making impact from previous user persona research in language class product category, which uncovered user pain point about the english classes being too general and not meeting their expectations as professionals.

Project Overview

Research Objective

To identify market gaps and strategic differentiators in order to inform content, pricing, and positioning of the “English for Career” program.

• Analyzed multiple competitor offerings through open-source data (e.g., websites, pricing pages, and social media).

• Benchmarked features such as curriculum structure, delivery format (1:1, group, regular), product/services naming, pricing tiers, and audience targeting.

• Use semrush tools to analyze website performance.

• Evaluated competitors’ marketing and social media engagement strategies toward working professionals and job seekers.

Approach

Research Impact

• Provided key insights into how competitors approach pricing, curriculum transparency, and market segmentation.

• Identified a positioning opportunity for the client to emphasize curriculum maturity and workplace relevance.

• Informed internal product and business unit discussions regarding program structuring and social media focus for working-class professionals.

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