How do you define an edtech market that doesn't exist yet?
Emerging segment to 5K downloads
The problem
An early-stage hobby learning platform was operating blind. While K-12 and test prep EdTech had proven models, hobby learning had detectable buzz but no clear path to profitability. The founding team had no market sizing, no segment clarity, and was burning budget targeting 'everyone interested in hobbies'...competing against free YouTube alternatives with no clear reason to win.
What I did
Built a bottom-up market sizing model and designed a three-dimensional segmentation framework. Identified three user archetypes (Strategic Learners, Deep Learners, Surface Learners), mapped purchase triggers across cultural and seasonal moments, and benchmarked 8 competitors to find white space. The research became the centrepiece of their Series A pitch.
Outcomes
What I learned
In emerging categories, you're defining why the category exists.
Demographics tell you where to fish. Psychographics tell you what bait to use. That's the difference between market research and market understanding.
The addressable market was small enough to be ignored by big EdTech players, large enough to build a venture-scale business. Constraints force clarity.
Got a similar problem?
Tell me what you're working on. I'll tell you if it's a fit.
Prefer email? workwithakshatkharbanda@gmail.com →