Ask HN: Selling to educators

[3dFlatLander]

I'm working on a product that I'd like to sell to teachers. But, having never sold to educators before, I can only assume that it'd wildly different than dealing with businesses. From what searching I've done, it seems going after school districts isn't very effective. But, that seems to be the extent of what I can find on HN.

I know there a lot of education focused entrepreneurs around here. Any stories and experiences, no matter the length, will be met with eager ears. I'm especially interested in hearing some 'lessons learned' about pricing, as I've been contemplating a SAS model (but have doubt about teachers doing this).

[brycecolquitt]

It really depends on what the product is. If it's a product that the teachers would use in administration, then more than likely they wouldn't pay for it, since they have to use the school's admin software.

If the product is for them to use in the classroom, they'd be more likely to pay for it, but you'd have to be very price sensitive.

Honestly, I'd really need to know more about your product to give you better feedback.

[3dFlatLander → brycecolquitt]

The product is an ebook and software bundle aimed at technology / computer teachers. The goal of it is to assist in teaching students programming and computer science concepts, whilst subtly mixing in a lot of math and physics (making games). So it is indeed something to be used in the classroom. I meant to write this in my text, sorry I didn't include it that.

[krschmidt → 3dFlatLander]

So you're talking about a curriculum for a programming class? If so, read on.

Most of the teachers I work with would prefer to use the curriculum provided by their district because that's what their colleagues are using. This isn't out of laziness, but because it's helpful to have someone else teaching the same stuff so you can bounce ideas off each other. Rather than selling to educators, you might actually have to sell to districts. But computer science is such a small part of most districts, buying a curriculum for two or three teachers is likely a low priority.

I'm not sure if you're targeting Middle Schools (which to me seems like a very small market. I can't think of a district near me that offers programming to Middle School students) or High Schools, but many High Schools only offer AP programming. This must be taught in Java and due to time constraints it must be taught to the test. That makes designing a curriculum very difficult and most teachers would be hesitant to look at game design.

That isn't to say there aren't markets for stuff like this. I was in the market for it three years ago. Plus what we do offer at Middle Schools (Word/Excel/Web Searching) could be dramatically improved.

I did put together an ebook for my class, but I deliberately stopped short of offering it as a pdf/epub. If I officially listed an ebook as my text, I'd potentially be in trouble with my district for not making the text accessible to students without a Kindle/Nook/Computer.

[brycecolquitt → 3dFlatLander]

A few things: 1) There's an old game called Rocky's Boots, it subtly teaches engineering basics and is fun as hell. If you haven't checked it out yet, most definitely do. 2) Regarding computer teachers, krschmidt is definitely right. Teachers mostly do want to teach to the district guidelines because technology advances too rapidly for them and they want colleagues to be able to benchmark and bounce ideas with. The English literature canon doesn't change much, so those teachers feel they have a little more leeway. 3) Your market may be parents who want their kids to know how to program, especially homeschoolers. I don't know how large that market is, but it's definitely worth exploring.

[3dFlatLander → brycecolquitt]

> 3) Your market may be parents who want their kids to know how to program, especially homeschoolers. I don't know how large that market is, but it's definitely worth exploring.

I hadn't even considered that. Kinda puts a new spin on how I can market this.

Thank you all for the feedback, it's very much appreciated.

[revorad]

What's the price point? And what level teachers are you targetting?

patio11 is good at selling $30 software to school teachers, entirely through Google - http://bingocardcreator.com. Even if your product is wildly different, it's probably a good idea to talk to him.

[slysf]

Have you talked to any teachers? Teachers are facing budget cuts and being laid off left and right, so even if you're price sensitive your're going to be trying to reach a small group within the larger teaching community. Have you thought about how you'd achieve that?

[jmatt]

Check out Imagine K12[1]. It was recently on HN[2].

[1] http://www.imaginek12.com/index.html

[2] http://news.ycombinator.com/item?id=2337362

[ffumarola]

Get a lot of teachers to use it at a free / price sensitive basis. Then offer a district package that really beefs up the offering.

Make the teachers want those features. They can push the district a bit, and you can sell from the other end.