5 Questions Before Entering the U.S. Market

I’ve been in the education world for my entire life. I’ve been in the ‘business of education’ for longer than I care to consider. Before that, I was raised in a household of educators. That is to say, education has been a topic of thought and conversation for as long as I can remember.

These days I work with early stage education companies looking to scale in a sophisticated, crowded, and mature US market. I’ve learned there are a bunch of ways to go about tackling the market. There are even more resources filing into an increasingly crowded sector. I don’t claim to know every player in the market. I haven’t investigated every solution in the space. I’m certainly not an expert on every company’s business. However, I can offer a few questions companies should contemplate before diving into the U.S. education market.

1. How do you align your business to the season?

If you’re even considering the education market, you’d better be aware of its seasonal nature. Your best chance to execute, repeat, and scale is to make sure key business functions are aligned to the seasonal nature of the market.

2. Where are you focused and why?

The U.S. market isn’t one market. Given the size of certain states, it’s more like 60 or 70 markets. It’s far too easy to end up a mile wide when you mean to be a mile deep. Determine your approach to the market, get strategic, and stay focused. Remember, hope is not a strategy.

3. How does your product address a funded mandate?

It can be a federal, state, or local government mandate; a district mandate from central office, a building principal, or even a PTA. There is so much being presented to an overtasked, understaffed system, the best districts prioritize. Find them. Find the ones who have prioritized your solutions and have funded their initiatives.

4. How will you leverage market advantages?

Teachers will buy stuff. Sometimes they buy with their own money, sometimes with a classroom budget. Districts buy too. The massive district sale allows companies to reach scale very quickly (sometimes too quickly, but that’s another topic). Huge districts put flaming, alligator infested moats in front of hundred foot walls in your way. Along your journey, make sure you’re building bridges, nets, and ladders to get past all the fatal obstacles.

5. How are you demonstrating authenticity?

I would argue strenuously that there is no sector more quick to reject heretics than education. I’ve met some of the most dedicated and passionate advocates for progress and children in schools. They’re not there for the fame or fortune. They’re there to change lives. If you want to do business with them you’d better consistently demonstrate this same passion. If not, you’ll get tossed on the big pile of stuff that couldn’t show they’re there for all the right reasons.

Have something to add, critique, or elaborate on? Jump into the comments below.