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What’s next
This app is just the sandbox for us.
Next I’ll share:
* How we script viral educational content
* How we convert followers into downloads
* What we’d change for the next launch
If you’re a Russian speaker learning English, download the app (link bellow).
And follow me to watch us build this in public. Surpassing Duolingo globally 🚀
https://t.co/EjwHDuWp4h
Why This Worked
This wasn’t luck.
Before the app, we:
* Built one of the biggest education businesses in Central Asia
* Generated $1M+ in revenue
* Taught thousands of students
* Spent 10+ years learning unrelated languages (we’re trilingual)
* Besides many other previous expertise
We deeply understood our users before writing a single line of code.
High load broke the app.
Our app literally crashed under the load for some time.
We weren’t ready for that level of traffic.
That’s what happens when you mix:
* $0 ad spend
* Pure virality + PR
* Product still in “sandbox” mode
Good problem, but still a problem.
One clear narrative → massive free distribution.
Platform constraint = fake ceiling.
We only launched to Russian-speaking users on iOS.
But in Central Asia, ~80% of people use Android.
So 150k downloads in 3 days was just a slice of real demand.
If we launched on both platforms, we were looking at ~1M installs — but…
PR + “Duolingo moment”
As we started climbing the charts, we crafted the story:
> “We just surpassed Duolingo in the App Store rankings in 10 countries.”
That turned into:
* 200+ media publications across 5 countries
* Invites to the biggest TV channels in Kazakhstan
Launch: viral spike
When we finally launched the app and announced it:
* A few videos exploded
* We hit 40M+ views across socials
* Some clips did 2-3M+ views each in a few days
That wave of attention turned directly into downloads.
I got 150,000 downloads in 3 days, fully bootstrapped with $0 ad spent.
Hit #1 in the App Store in 5 countries and surpassed Duolingo in 10.
I’m 21, building an EdTech startup with no high school diploma.
Here’s exactly how we did it 👇
Niche: helping Russian speakers learn A2–C1 English.
Model: bootstrapped, no investors.
We treated launch like a movie premiere:
- Built an audience first
- Then triggered virality
- Then amplified it with PR