Market expansion for Adaptive English Language Assessment Tool (AELAT) in the Visegrad Four countries

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Our solution demonstrates a **clear motivation to disrupt the language assessment market** and methodology with an **adaptive, motivational, data-driven, evidence-based idea** based on interdisciplinary science. Most traditional English language tests **assess** strictly **academic capabilities**, the actual level of the participant's command of English is hard to establish. Our AELAT (Adaptive English Language Assessment Tool) offers **a solution for UK institutions, businesses and even individuals** for a more specific assessment of their English language skills. In the case of our AELAT, participants are solving problems in English with an increasing difficulty - similarly to Raven's Progressive Matrices - to demonstrate a good command of the language. As of currently, **no other adaptive language assessment tool exists for individual, academic or professional purposes**. The aim of this feasibility study is to help us as an innovative UK-based SME to increase our international **engagement in our respective target region**, the Visegrad Four (Czechia, Poland, Hungary, Slovakia). It will support us in looking to **establish or strengthen international research and innovation partnerships** or networks, and aid us to grow and scale up. For our foreign market entry, after careful consideration and analysis, we **selected the Visegrad Four** region as our first port of entry onto the EU market. The four countries make up a market of 80 million, but due to geographic distance from the UK, there are fewer business ties, while the appeal of **British soft power is strong**. More importantly, **English is less spoken** and the level is below the EU average, therefore the Visegrad Four offer a great **potential for internationalisation**. The feasibility study will allow us to **gather market intelligence** and **align evidence-based market entry** and sales strategies, while accumulating valuable insight for UK SMEs for a potential EU/Visegrad Four market entry, which **findings and lessons learned we intend to publicise in a dissemination event**. As a long-term impact, if our we can successfully enter new markets, we can play a role in **offering a gentle motivational factor** for foreign language study for professional purposes, particularly that of English, where traditional language exams failed due to the high stress factor involved.