To support education suppliers and providers targeting the international schools market, ISC Research is hosting an exclusive series of marketing and business strategy webinars. Across three sessions, suppliers will receive expert advice on increasing their reach within this dynamic sector.
Our first session, ‘How to Go-to-Market: Lessons from an EdTech founder’, featured Business Development Manager Sam Estebanez in conversation with David Higginson, Co-founder and CRO of DAIGON Esports. Together, they explored the importance of early engagement with product focus groups, the value of building personal connections within the market, and how to maximise ROI in outbound marketing strategies.
Best practices for product development
During his first experience as an EdTech founder, prior to joining DAIGON, David recalled holding back his product from distribution in an attempt to ensure its ‘perfection’ before going to market. Ultimately, this led to a costly three-year-long product development stage defined by frequent revisions and pivots between ideas.
At DAIGON, David encouraged an alternative approach: the intention was to craft a product that was sound and viable – ‘good enough’ as opposed to ‘perfect’ – and to not hold back from market distribution. This meant that its intended audience could use the product and shape it into its final form; product revisions could be based on genuine client needs as opposed to anticipated needs. In this instance, product development took three months as opposed to three years.
During this development stage, feedback needs to be ongoing, and revisions need to be prioritised on the basis that they will benefit multiple schools rather than individual schools. As such, David recommends allowing for around six pieces of consistent feedback before committing to any major change.
Fostering connections in the international schools market
For both Sam and David, launching your product is all about finding your audience, and this starts by forming a network of genuine, personal connections within the market. It is these contacts that will want to support you and your business, as well as introduce you to key stakeholders further down the line.
However, if you are just starting out in the market and currently lack these connections, or want to increase the breadth and efficiency of your product launch, David recommends gaining access to essential market data and the contact details of decision-making personnel in international schools. This is precisely what ISC Research provides, and you can visit our website to learn more about our services.
Optimising outbound marketing strategies
Once you have found your initial audience, outbound marketing is an essential tool for widening your reach. Importantly, the majority of international schools adhere to strict budgeting cycles with narrow windows for placing orders, so it is important to target key stakeholders when they are in a position to consider procurement. The specific budgeting timelines will vary for each school, but most expenditure decisions are finalised between February and April.
Additionally, outbound marketing should be utilised in support of conference and event attendances. According to ISC Research’s purchasing and resourcing trends survey conducted in February 2024, 65% of school heads use conferences as a key approach in deciding who to buy from in their search for a new service or product. In the runup to a conference, maximise your ROI by emailing schools in the geographical area and inviting them to attend. Schools generally welcome face-to-face conversations, so it is equally important to try and extend your time in the location by two or three days beyond the event to accommodate for school stakeholders’ busy schedules.
A huge thank you to both Sam and David for their time and expertise. ISC Research’s second webinar, ‘How to build relationships with school groups, associations, and accrediting bodies’, takes place on 16th October 2024 at 2pm GMT +1.
Key Go-to-Market tips for education suppliers and providers
- Product distribution should not be delayed; strive to develop an initial product that is ‘viable’ as opposed to ‘perfect’.
- Collect ongoing feedback and aim for around six pieces of consistent feedback before making any major product revisions.
- Personal connections are the gateway to success in the international schools market.
- Outbound marketing needs to be timed in accordance with schools’ individual procurement schedules.
- 65% of school heads use conferences as a key approach in deciding who to buy from in their search for a new service or product.
