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John Danner Rocketship Education on EdTech


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t’s probably important to define consumer.  The ultimate consumer is the student ofcourse.  Since we are talking about K12,often students don’t have a lot of purchasing power.  So usually direct to consumer in this worldreally means an efficient channel to them through teachers or parents.  I differentiate teachers from theinstitutions they belong to, because they spend $1000 per year on theirclassrooms and have the ability to spend it on your product.  If you weren’t aware of how much teachersspend, take a look at teacherspayteachers, an incredible marketplace largelyfor digital instructional goods for classrooms or donorschoose, which lets outside folks fund the multitude of products that teachers buy. Likewise, parents have always cared about the learning of their childrenand are increasingly taking matters into their own hands.

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