An increased popularity in the learning of foreign languages has led to a rise in demand for language exchanges1. However, students learning foreign languages in their home countries often lack sufficient after-class opportunities to practice their newly acquired skills with native speakers. Language schools offer practice opportunities, but these are often limited, leaving students to seek out language exchange partners on their own, or do without the additional practice. Related to this situation and to this body of work are modern advancements in information technology (IT). Advancements in IT have made the exchange of information across networked platforms affordable and readily accessible to many. People use computers, mobile phones, personal communication devices and newer technologies like Skype phones and instant messenger programs to share data and voice almost anytime and anywhere. These developments, together with the needs foreign language students have for greater chances to practice, create opportunities for firms with the right assets and competencies to serve and prosper. The following business plan explores elements of a concept firm designed to fill unmet needs of language learners. Called NetSpeak!, the firm would leverage the power of IT to create systems that would enable people to practice newly acquired language skills with native speakers located in other parts the world via personal digital assistants (PDAs), personal computers, telephones and networked infrastructure. Thus, NetSpeak!’s principal business activity would be that of making 1 A language exchange is an informal meeting between people (usually two) of different tongues for the purpose of taking turns practicing and coaching language skill development. network-based language exchanges a viable alternative to face-to-face language exchanges. To estimate market attractiveness for such a venture, this body of work first describes elements of the firm and its business strategies, and then presents analyses of customers, markets, competition, as well as the overall general environment that such a firm would compete in. It was found that in a new market—one defined by the unique attributes of network-based language exchange services—where barriers to entry/exit are low, relatively low startup capitalization would lead to a large number of rival participants rendering an unattractive market. However, it was also found that for a first-mover, one that could successfully establish significant barriers to entry, the market attractiveness would be high.