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Marketplace challenges

The main marketplace challenges faced by i‑to‑i are:

1 

Increasing its presence and conversion effectiveness 

in a competitive market in different geographies:

(a) i‑to‑i has good exposure in the UK, its primary 

market, but operates in a cluttered marketplace 

with price being the main differentiator (prod‑

ucts are similar and some competitors are just 

as established etc.).

(b) Research suggests that there is good opportu‑

nity within the US, but exposure is more limited 

because of the cost of  pay‑  per‑  click advertising 

and because presence in natural search favours 

the US.

(c) Rest‑of‑world sales (outside of UK, USA, 

Canada, Ireland/Europe, Australia, New 

Zealand) are increasing and this is believed to 

be a growing market. i‑to‑i seeks to penetrate 

these markets, but in a  cost‑  effective way that 

will not distract attention from main markets.

2 

Increasing demand through reaching and educat‑

ing those considering travel who are not aware of 

TEFL courses and the opportunities they unlock. 

For example, many will look for casual work in other 

countries, e.g. in bars or in agriculture, but will be 

unaware of TEFL.

Source: Smart Insights (2012) i‑to‑i case study. Written by Dave 

Chaffey and Dan Bosomworth with agreement from the company.