French Together

How Benjamin Built a $12K/Mo French Learning App From Scratch

Monthly Revenue

$11.6K

Founders

Profitable

Yes

Year Started

2013

Customer

B2C

Founders

Profitable

Yes

Year Started

2013

Customer

B2C

Who is Benjamin Houy?

Benjamin Houy, the founder of French Together, is a French language enthusiast originally from France who developed a love for languages early on and even taught French and English in South Korea; he holds a Bachelor's degree in Applied Linguistics from Paris X Nanterre.

What problem does French Together solve?

French Together helps English speakers quickly learn practical French by focusing on the essential 20% of the language, eliminating the overwhelming grammar and vocabulary typical of traditional methods. This approach solves the frustration of wanting to speak conversational French without getting bogged down by unnecessary details, making it a hit with learners who value efficiency and real-world usability.

How did Benjamin come up with the idea for French Together?

Benjamin came up with the idea for French Together out of a combination of his lifelong passion for languages and a growing frustration with conventional language learning methods. His own experiences as a learner and as a language teacher in South Korea revealed the disconnect between traditional teaching techniques and the conversational skills needed in real-life situations. Observing that many students struggled with grammar-heavy, vocabulary-intense courses, he recognized a gap in resources for practical, conversation-focused learning.

Before diving into the business, Benjamin conducted informal research by reflecting on his personal journey and analyzing the needs and feedback of learners, which helped him realize the importance of teaching only the essential French that truly matters for communication. He iteratively refined his approach based on what resonated with learners, finally developing a curriculum that emphasized real-world conversational practice. Initially, without a clear business plan, he began by sharing language learning tips and conversation strategies via a blog, where the positive response from the community affirmed the validity of his idea.

One of the key challenges he faced was translating his workbook into a format that was accessible and user-friendly, especially for those less tech-savvy, a process complicated by the limitations of format options. He overcame this by learning to code during the COVID-19 pandemic, which allowed him to develop a web app tailored to effective language learning. The primary lesson he learned was the value of aligning educational content with user needs and the power of leveraging technology to enhance learning experiences.

How did Benjamin build the initial version of French Together?

Benjamin Houy, the founder of French Together, initially transformed his product from an interactive ebook into a web app during the COVID pandemic. Being a self-taught developer, he decided to learn coding to overcome the limitations of the EPUB3 format and improve user experience. For the tech stack, he chose Ruby on Rails, utilizing resources like the Learn Enough Rails course, Hello Rails, and the Jumpstart Rails SaaS template which provided essential features like authentication and billing, allowing him to focus on content integration. Building the app took roughly three months, a process Benjamin found easier than learning to code, although he faced challenges such as spending days troubleshooting specific features. Through this process, he was able to implement desired functionalities such as dialogues, translations, and an audio player, which were previously unfeasible in the ebook format.

What was the growth strategy for French Together and how did they scale?

SEO/Blogging

French Together leverages SEO and blogging to attract more than 180,000 visitors monthly to its site. Benjamin Houy, the founder, creates well-optimized blog posts on topics like French grammar, culture, and vocabulary that rank high on search engines. This strategy helps in converting website visitors to paying users. The content builds trust and authority, offering valuable information that potential learners are actively searching for, making this an effective and sustainable traffic source.

Why it worked: The blog serves as a powerful medium to engage readers with content tailored to their needs, leading to higher engagement and conversions. By optimizing for the right keywords, French Together captures an audience interested in reliable and practical French learning resources, effectively turning them into subscribers.

Twitter

Benjamin has been building in public by sharing his journey on Twitter, which builds trust and loyalty among followers. He posts about his experiences, including both achievements and setbacks, making his journey relatable and easy for his audience to follow. This transparency helps establish a genuine connection with users, leading to a dedicated following.

embed:tweet

Why it worked: Sharing the development journey openly on Twitter engenders a sense of community and credibility. Potential customers appreciate the honesty and the insight into business operations, which can make them more inclined to become paying users.

French Together runs a newsletter with about 60,000 subscribers, representing a significant part of its traffic. Subscribers often convert into paying customers. The newsletter acts as an ongoing engagement tool, offering French learning tips and updates that retain existing users and attract new ones.

Why it worked: Regular emails ensure that the brand remains top-of-mind for subscribers, strengthening retention and fostering a sense of continuity in their learning journey. The consistent presence and direct communication through newsletters helps maintain user interest and loyalty.

Affiliate Marketing

Initially, French Together generated income through affiliate commissions by promoting other language-related products like courses and services. This revenue enabled further development of the main language course. While it may not be a primary strategy now, it contributed to early-stage growth.

Why it worked: Affiliate marketing helped reach an audience already interested in language learning. It provided initial income to sustain the business in its early stages, while also adding value to users by recommending complementary resources.

What's the pricing strategy for French Together?

French Together offers a subscription model with pricing plans starting at $14/month for monthly access, or $9/month for annual access, along with a 7-day free trial.

What were the biggest lessons learned from building French Together?

Focus on Simplicity: Benjamin emphasizes teaching the 20% of French that truly matters, helping learners engage in real conversations quickly. Stay focused on what’s essential for your users to avoid overwhelming them.
Adapt and Innovate: Facing declining traffic during the COVID pandemic, Benjamin learned to code and transitioned his business from an ebook to a web app. Be ready to adapt your product and embrace new skills when necessary.
Leverage SEO for Growth: The French Together blog benefits from well-optimized content that drives organic traffic, converting visitors into paying users. Investing in SEO is a low-cost and effective way to grow your business.
Build in Public: By sharing his journey openly on Twitter, Benjamin builds trust and gains loyal followers. Transparency can strengthen customer relationships and foster community support.
Resilience in Transition: Switching from selling ebooks to SaaS initially resulted in a drop in income, but perseverance led to a higher MRR. Major shifts can be intimidating, but resilience can ultimately lead to greater success.

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