How this Vietnamese entrepreneur gained Google’s backing for her A.I. app

The coronavirus has sparked a revolution in schooling, pushing faculties and establishments on-line and driving new demand for e-learning apps.

One amongst them is ELSA, a synthetic intelligence (AI)-powered language platform designed to assist non-native English learners enhance their speech and pronunciation by way of quick, app-based classes.

Under the pandemic, the Google-backed company — which makes use of machine studying to coach spoken English particularly — has hit round 11 million customers and tapped new markets as worldwide lockdowns have prompted a brand new want for tech-based studying options.

Vu Van, co-founder and CEO of AI-powered English language app ELSA.


But when Vietnamese entrepreneur Vu Van based the corporate in 2015, it was out of an entire totally different necessity.

A billion-person downside

Van nonetheless remembers struggling to search out her voice.

Having relocated to the U.S. from her native Vietnam some years earlier than, first for examine then for work, she regularly discovered herself missing the boldness to talk out, regardless of being fluent in English.

It was an issue shared by her non-native friends. Concerns over mispronunciation held them again in her Stanford MBA class and, later, administration consulting work, typically main them to be neglected or, worse still, said Van, mistrusted.

To converse confidently and fluently in order that different individuals can perceive you, that may be fastened.

Vu Van

co-founder and CEO, ELSA

And if it was a difficulty for them, it was a difficulty for a lot of others, too. Of the roughly 1.5 billion English speakers globally, the World Economic Forum estimates over 1 billion are non-native or studying English as a second language.

So Van determined to do one thing about it, dreaming up a tech-enabled software that would precisely detect customers’ damaged English and supply easy-to-follow options at a fraction of the price of a tutor.

“To get an ideal American accent or British accent, that is very onerous. But to talk confidently and fluently in order that different individuals can perceive you, that may be fastened. And if there’s quite a lot of profit in doing so, then why not?” she instructed CNBC Make It.

Finding a co-founder

Still, with no AI or machine studying expertise of her personal, Van knew she had her work lower out making her imaginative and prescient a actuality.

Having give up her consulting job, she spent the following six months trying to find a technical co-founder, chatting with “mainly each AI voice recognition skilled within the Bay space” to gauge their curiosity and acquire their insights.

Vu Van, co-founder and CEO of AI-powered English language talking app ELSA.


“My strategy was quite simple: Every day I simply want to speak to 5 individuals. I do not care who they’re so long as I can get connections after which these 5 individuals will introduce me to a different 5 individuals,” she mentioned.

Van’s search finally led her to Germany, then-host to the world’s largest voice recognition expertise convention, after a technical professor suggested her “if you happen to do not discover anyone there, then you definately would possibly as effectively shut the corporate down.”

A gathering of minds

There, amongst a gathering of three,000 consultants, Van met Xavier Anguera, a high scientist who, as she put it, “had been in analysis for approach too lengthy and was itching for that impression.”

Within weeks, he’d agreed to affix her, quickly leaving his household in Portugal and relocating to Van’s “tiny” San Francisco condominium to emphasize take a look at the partnership and construct out their concept.

We mentioned if we do not kill one another by the top of the three months then I believe we could be okay.

Vu Van

co-founder and CEO, ELSA

It was a course of that will require complete honesty, with “all of the hardest conversations being had early on,” reminiscent of agreeing on salaries and fairness splits, acknowledged Van, who had collated a guidelines of inquiries to ask with the assistance of her fellow founder buddies.

“We mentioned if we do not kill one another by the top of the three months then I believe we could be okay,” she recalled.

Going viral

But the excessive stakes strategy paid off. With Anguera in place as co-founder and chief expertise officer, the pair instantly set to work constructing a prototype; inputting information from non-native English audio system and benchmarking it towards commonplace American English.

For Van, that meant hitting the bottom in her native Vietnam to assist prepare the AI towards a broad set of non-native English audio system, from bus drivers to boardroom executives.

English language app ELSA offers customers with suggestions on they excellent their talking and pronunciation.


However, the true turning level got here just a few months later, when ELSA won South by Southwest’s 2016 start-up competition, inflicting the app to go viral, amassing 30,000 customers inside 24 hours, and granting the workforce entry to consumer information from internationally.

“The purpose in the beginning was gathering information, so the sooner we will get there the sooner we will prepare our AI,” mentioned Van.

Winning Google’s backing

We had been very impressed by Vu and Xavier’s conviction in fixing an actual downside.

Peng T. Ong

co-founder and managing accomplice, Monk’s Hill Ventures

“ELSA was considered one of our first investments in Vietnam the place we had been very impressed by Vu and Xavier’s conviction in fixing an actual downside for over 1.5 billion English learners,” Monk’s Hill Ventures’ co-founder and managing accomplice Peng T. Ong instructed CNBC Make It by way of e-mail.

That vote of confidence was bolstered in 2019, when backing from Google’s AI-focused Gradient Ventures took complete funding raised to greater than $12 million and granted ELSA entry to Google’s workforce of technical workers to assist construct out its backend infrastructure.

Surging underneath the pandemic

The increase got here simply months earlier than the coronavirus pandemic overturned schooling and supercharged the growth of online tools.

ELSA — which operates a freemium mannequin that provides customers full entry to over 1,000 programs for round $3-$6 per thirty days, relying on their package deal — has since seen consumer numbers surge “three-to-four instances” on a month-to-month foundation, in accordance with Van.

That development isn’t solely from ELSA’s typical customers, but additionally from faculties and companies adapting to new methods of instructing. The firm has now partnered with dozens of faculties and enterprises throughout Vietnam and India, in addition to Brazil and Ukraine, because it expands into the business-to-business market (B2B).

“Covid actually opened up a section that’s new for us,” mentioned Van. “There’s a paradigm shift amongst mother and father that there is a totally different approach of studying. Instead of all the time having to ship their children to a language studying middle or a college, they will depend on expertise. We journey on the good thing about that.”

Building for the longer term

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