It took Elad Shoushan five tries to master the Graduate Management Admission Test. But Shoushan turned his circuitous route to Massachsuetts Institue of Technology's Sloan School of Management to his advantage by developing an app that he claims is cheaper, more convenient and ultimately more effective than any test-prep course on the market.
The 31-year-old Israeli native used his experience as a serial GMAT underachiever and former professional basketball player to figure out what he'd been missing.
"As a basketball player, it was very simple to identify what I needed to improve," he said. "But with the GMAT, it's really hard to focus on one weakness at a time."
So in 2012, he founded LTG Exam Preparation Platform, a mobile learning platform for standardized tests. The company's first product, Prep4GMAT, is available for the iPhone and iPad, and categorizes questions based on what concepts they're testing.
When a user gets a question wrong, the app breaks it down based on keywords. Over time, Shoushan said, the app helps the user focus more quickly on keywords inside questions, associating them with the concepts learned.
"You start to see where your deficiencies are so you can really hone in on those areas," said Tarlin Ray, Shoushan's mentor in the $1 million startup competition and accelerator MassChallenge, where he is now a finalist.
This approach of dissecting a test through pattern recognition, coupled with the fact that LTG was built "from the ground up" to be a mobile company, distinguishes it from other test-prep companies, said Ray, including Kaplan, where he worked for 3 1⁄2 years.
"It's almost like you have a coach in your pocket," he said.
Alba Medina, 28, needed a 650 on the GMAT to get into a top-10 graduate school. So for help, she turned to three programs — Manhattan Prep, Veritas Prep and Knewton.com — spending between $300 and $800 on each.
"After failing four times, I was desperate," Medina said.
So she tried LTG for $20, she said, and improved her score by 120 points, just enough to get into MIT.
"I didn't have to carry around books with me," Medina said. "The software discovered my weaknesses, so it was easy to concentrate on them."
LTG's other advantages are that it doesn't require users to log into a website that might not be available if they don't have an Internet connection, and, for the next few weeks, it's also free until Shoushan and his team finalize LTG's premium version, which will cost between $30 and $50.
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