Early stage language learners are also the most likely group to experience churn. The first two years of Chinese are by far the most important and most difficult. Once learners make it past year two I would bet churn drops dramatically. Since retaining users is far easier than finding new users, I think a good route for starting a language learning business is to start from a fairly stable market, establish a brand and reputation, and move into the higher churn markets. See Tesla and Uber’s strategies for entering highly competitive, high churn markets.