Acquiring the First Users and SEO Focus

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In this episode, we sit down with Kirill Bigai, founder of Preply, for a deep dive into his journey from a scrappy entrepreneur to leading a global education powerhouse. In a candid conversation, Kirill reflects on the meteoric rise of the world’s leading language-learning marketplace and the hard-won lessons from a decade of pivots and a recent move to unicorn status.

For some context: You might remember Preply — it quickly became one of the most talked-about EdTech startups in the ecosystem, raising hundreds of millions of dollars and promising to connect every learner in the world with the perfect human tutor. But beyond the headline-grabbing $150 million Series D, the company has navigated intense challenges, from the manual “concierge” grind of the early 2010s to the profound responsibility of protecting its team during the invasion of Ukraine. In this episode, we unpack what it really takes to build a legendary brand in the age of AI.

Throughout the episode, we explore:

* The “Concierge” MVP: How Kirill launched with a single landing page and manually called users to find them tutors on Skype before a single line of marketplace code was written.

* The Discipline Story: Why Kirill views Preply’s $1.2 billion valuation not as a “success story” but as a “discipline story” rooted in lean operations and unit economics.

* Human-First, AI-Enabled: A look at the future of education where AI doesn’t replace the teacher but acts as a “co-pilot” to automate homework and predict student progress.

* The 12-Year Grind: The reality of the 2012 “year of exploration” in Boston, where the team lived and worked in the same house to survive while pivoting through different business models.

* The “Professional Athlete” Mindset: Kirill’s personal health hacks — from sports to 8-hour sleep cycles, designed to sustain a founder through high-stress growth cycles.

* Leadership Under Fire: The harrowing experience of building a 24/7 support team to evacuate employees from Kyiv and the moral choice of taking full responsibility for team safety during a war.

* Winning the Global Market: How mastering SEO and focusing on “serious learners” allowed Preply to scale to 100,000 tutors across 180 countries.

* The Next Chapter — A Legendary Brand: Why reaching unicorn status was never the end goal, and how Kirill is now focused on fundamentally shaping how people learn in the future.

If you’re interested in the raw reality of building a global marketplace from scratch , the intersection of human connection and AI-enabled education , or how to lead with profound responsibility during a time of national crisis — this episode is for you!

Chapters:

* (0:00) Intro

* (8:00) Coming from Ukraine To The U.S. To Build

* (13:10) Acquiring The First Thousand Users

* (15:10) Preply's First Few Years

* (18:40) Preply Becomes A Unicorn

* (21:00) Why Don't We See More EdTech Companies?

* (23:10) Keeping Customers Happy At Scale

* (26:00) The Impact Of AI For Language Learning

* (35:30) Why You Should Find Time To Rest

* (37:50) Greatest Lesson From The Past Year

Also available onApple Podcasts // Spotify

Thanks for listening — see you in the next episode 👋

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