Doc 1 · owner: Rebekah · drafted 2026-08-06 · status: draft for Isaac's review
The Plan
Goal
Answer two questions before the September consumer launch:
- Engagement — do students keep using the app without a teacher or parent pushing them?
- Improvement — does 2–3 weeks of daily use measurably improve spoken English?
Secondary: surface friction (onboarding, mic permissions, payment attitudes) and measure willingness-to-pay via the day-21 continuation offer (RM15/month).
Participants
- Target N = 100 recruited (plan for up to ~50% dropout → ≥50 completing).
- Target students with the desire to learn (reframed 2026-08-07) — the ask to teachers is "keen to learn and improve their English", not "weak". The quiet, less-confident student who wants to get better is still the ideal nominee — strong students can't show improvement in 3 weeks — but desire leads the framing everywhere teachers see it.
- Form mix: open to any form, F1–F5 — no cohort quotas at any school (decided 2026-08-06). Report results by form; the F1 + F5 subsets still map onto the 500-student trial cohorts. Schools 2–4 will naturally skew Form 4–5.
- Requirements: phone access, parent consent, and upfront agreement to the two short speaking assessments — joining means doing both.
Recruitment channels
| Channel | Owner | Next action |
|---|---|---|
| 1. Chung Hua (Seremban) — main group, target 60–70 students | Eugene | Confirm the school can go beyond the earlier 20–30 + school's blessing this week; still a direct dry run for the 500-student trial |
| 2. Audrey Kho — Catholic High School — 10–15 students | Rebekah | Contact received from Jon; message Audrey this week with the teacher pitch |
| 3. Nancy (via Jon) — teacher in Melaka — 10–15 students | Rebekah | Contact received from Jon; message Nancy this week |
| 4. Natasha Razali — SMK Putrajaya — 10–15 students | Rebekah | Contact directly (known from the earlier school interviews) |
Chung Hua fills the bulk. Schools 2–4 contribute 10–15 students each (bumped 2026-08-07; the pitch asks for 10–15), for two reasons: diversity — Chung Hua is one school and Chinese-medium; schools 2–4 are SMK-side, so they stop the findings from being single-school artifacts and add a non-Chinese-medium comparison — and backup, if Chung Hua confirms fewer than hoped. All three contacts are teachers, so the same pitch goes to every one of them.
Recruit more than needed; confirm up to ~100 who return signed consent. If Chung Hua can't go past ~30, hitting 100 needs more schools — decide early in recruitment week.
Kickoff logistics — email-first (updated 2026-08-07)
The speaking assessments run inside the app (see The Measure), so onboarding needs no live session: every participant gets an instruction email — install link, account activation, mic check, and "do the pre Speaking Check that evening at home in a quiet room — Day 1 unlocks after it". The email also carries the official Kelas Sekejap WhatsApp support number — 1:1 support/chase via WhatsApp Business in EN/BM/中文 (replaces the earlier Discord-server plan; formal comms stay email). Teachers forward the email where students' own addresses aren't available; Eugene and the teachers chase anyone who gets stuck on WhatsApp or email. No site visits for now. Same check-ins, same assessments everywhere.
The teacher pitch
Goes to teachers — they recruit the students. Kept in B1 English so it can be forwarded to students as-is; translate to BM/Chinese as needed.
Hi [Teacher's name], we are going to launch Kelas Sekejap for high school students. It's a web app that helps students speak English with more confidence.
We are looking for students to try it for 3 weeks and tell us what they think. The ask: practice is 10 minutes a day on their phone. We have rewards and prizes at the end of the trial!
Could you help us nominate 10–15 students? We don't need them to be top students — we're looking for the ones who are keen to learn and improve their English.
Each student will also do a short speaking activity in the app at the start and at the end (about 5 minutes each). It is not an exam — it helps us see how much they improve. Students who join need to do both.
Interested? Reply here and I will send a short info letter for parents.
This pitch is fully honest as written: the trial is free, and rewards/prizes at the end are the actual deal. The parent letter mentions the optional day-21 continuation offer so it never reads as a surprise upsell.
Incentive model
Agreed with Isaac · 2026-08-06
- Free 21-day trial — the whole study is free. No payment ask during the study, so the before/after measure keeps its N (the proof investors want comes first).
- Complete it → reward (restructured 2026-08-07, no certificate). "Complete" = practiced ≥15 of 21 days AND did the post Speaking Check + exit form. Completers get opportunities to be involved in more Kelas Sekejap activities and events, plus prizes for top performers: RM25 voucher × top 30 in the league (≈ RM750). League starts at kickoff; the study-window ranking is computed from backend data at the end. Note: league rank doesn't require the post Speaking Check — chase the post check separately.
- Interview & feedback session: RM20 voucher for selected students only (~5–7 interviews ≈ RM140) — how feedback gets collected during and after the timeline.
- Day-21 offer: continue at RM15/month — 50% off for the first 3 months (then RM30). Made at the exit session with the student's own in-app stats in hand (days practiced, WPM trend). This is the conversion measurement AND a preview of how a progress report sells the product at Chung Hua scale. Parent pays via TnG/Grab — payment friction gets tested here.
- Everyone signs the light commitment at kickoff: practice ≥5 days/week, answer the weekly check-in, do the speaking activity at start and end (already disclosed at recruitment — no surprises).
- Cafe meetups dropped (2026-08-07): the budget goes to the prize vouchers above instead.
Schedule
| Dates | What |
|---|---|
| Aug 7–15 | Recruit, collect parent consent, set up the official KS WhatsApp support number (WhatsApp Business), work through the pre-work checklist |
| Sun Aug 16 or Mon Aug 17 | Kickoff (by email): instruction email to all participants — install, activate account, mic check + official WhatsApp support number. That evening at home: in-app pre Speaking Check (Day 1 unlocks after it). League starts here |
| Aug 17 – Sep 6 | 3 weeks of daily use (app days 1–21). Weekly: 5-question check-in (all students) + rotating sample of personal calls (~8–10/week, split Rebekah/Eugene) |
| Sep 7–11 | In-app post Speaking Check (unlocks after Day 21) + exit form for every completer + 15-min interviews with a ~20-student sample → reward + the RM15/month offer to every completer's parent with the student's stats |
| By Sep 11 | Findings write-up → feeds launch decisions. Teacher summary per school goes out (promised on the teacher site) |
What we measure
Engagement (mostly already instrumented)
- Backend truth: days active per week, lessons completed, D7/D14/D21 retention — from per-account session data. (The streak counter is excluded: it's device-local.)
- PostHog: funnel drop-off within a lesson, session replays for friction moments (inputs masked).
- Completion rate (≥15 of 21 days + post-assessment) and day-21 conversion: how many parents take the RM15/month offer, and the stated reason of every "no" — the monetization result Isaac wants.
English improvement — the proof investors want
Full instrument in The Measure: an in-app Speaking Check (pre gates Day 1, post unlocks after Day 21 — no human administration, which is also what lets it run at 500-student trial scale), counterbalanced A/B speaking tasks, a model-scored rubric (/15: fluency · vocabulary · grammar — all transcript-gaugeable) validated by a blind human sample, objective transcript metrics, and pre/post self-rated confidence captured in the app. Output: a one-pager per cohort plus 3–5 paired before/after audio clips (parent consent checkbox required).
Honest caveat for the write-up: 3 weeks is short; expect movement in fluency and confidence, not grammar. Frame results as directional evidence the 500-student trial confirms.
Qualitative
Weekly check-in (5 questions), one call per student, exit interview. Standing questions: what made you open the app / skip a day; favourite and most confusing part; would you pay RM30/month — would your parents?
Pre-work checklist
Moved to its own tab: Checklist — everything that must be done before kickoff, plus next actions by person.
Risks
- Chung Hua concentration → 60–70 of ~100 students come through one channel; if Eugene or the school stalls, the group collapses. Get the school's yes in week one, and keep schools 2–4 warm as fallback, not just diversity.
- Exam-season collision → confirm dates before kickoff; fallback is a holiday-period "camp" framing (mirrors the Chung Hua summer-camp option).
- Dropout → recruit to ~100 assuming up to 50% loss; commitment contract, weekly check-ins, sampled personal calls.
- Weak students stall at onboarding → step-by-step kickoff email, BM/Chinese support on the official WhatsApp number, Eugene + teachers chase anyone stuck.
- Improvement signal too noisy → three instruments (blind-rated task, attempts-data trajectory, self-report); report convergence, not one number.