Executive Summary

Many home cooks want to improve real culinary skills but current options are fragmented—recipe videos and influencers offer inspiration but not structured practice, feedback, or measurable progress—leaving learners stuck in trial-and-error. This pain affects a large audience: roughly 100M consumers globally who research cooking skills and are estimated to represent a $6.0B addressable market at ~$60 ARPU per year. You could build a subscription EdTech app that delivers a structured curriculum of micro-lessons (2–10 minute modules), daily practice nudges, and automated assessment (video/phone-based technique feedback and short skill tests) to track and certify progress. AI-driven personalization would create tailored pathways and short, competency-based milestones that users can see and share. The market is attractive now because consumers prefer bite-sized learning and are willing to pay for measurable skill growth despite subscription fatigue; combining snackable lessons with demonstrable outcomes addresses both trends. Advances in AI and computer vision make scalable, low-friction feedback and personalization realistic, increasing the odds of retention and willingness to pay. To compete in a crowded market, differentiate on measurable outcomes: validated assessments, progressive curricula, and community accountability that justify a niche premium and reduce churn. Be upfront about challenges—content production and robust technique assessment are resource-intensive—so early focus should be on tooling for scalable feedback and proving value quickly with a tight beginner-to-intermediate pathway.

Market Opportunity

Help home cooks learn cooking skills through a structured curriculum targets a $6.0B = 100M learners × $60 ARPU per year (global consumers willing to pay for skills-focused cooking content) total addressable market with high saturation and a year-over-year growth rate of 12% YoY growth in online learning and micro-learning combined with niche consumer subscriptions (source: Global E-Learning Market reports and consumer subscription trends).

Key trends driving demand: Short-form and snackable learning — Consumers prefer bite-sized lessons which creates opportunity for micro-lessons and daily practice nudges.; Subscription fatigue balanced by niche high-value subscriptions — Users are willing to pay for measurable skill growth rather than passive content.; AI-enabled personalization and assessment — Recent advances allow personalized pathways and automated feedback on technique, increasing perceived value of learning apps..

Key competitors include MasterClass, BuzzFeed Tasty (Tasty.co & app), NYT Cooking, SideChef / Kitchen Stories.

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Help home cooks learn cooking skills through a structured curriculum

Executive Summary

Market Validation

Market Opportunity

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