The Slight Edge Effect in EdTech: Small School Districts
Is there still room for your education solution in 2024?
Yes.
Recently, I read Jeff Olson's The Slight Edge. It's a really great read if you've never heard of it. Basically, the book is about doing small things that compound over time. Here's the catch: you have to stay consistent, which sounds easy in theory, but it's why gyms are so crowded in January and empty by March. Consistency is actually hard.
So, if you're an EdTech company just starting out or you're gaining some momentum and you're not sure what your next move should be, stick around.
Applying the Slight Edge Advantage: How It Works
Jamie Fiore Higgins began her career at Goldman Sachs. She didn't rise through the ranks by landing huge accounts; instead, she focused on small, often overlooked ones. Jamie built her portfolio with modest accounts, methodically improved her performance, and nurtured her relationships. Her colleagues questioned her strategy, but Jamie's consistent efforts with small clients led to substantial rewards. Those small accounts propelled her career forward.
Jamie's experience holds a valuable lesson: like Jamie, your EdTech solution in school districts is a marathon, not a sprint. There's huge potential in seemingly minor opportunities (i.e., small school districts) that lead to considerable rewards. This principle of incremental growth and strategic patience is especially useful for startups and small companies entering the crowded education market.
But that's in the world of finance. Can EdTech companies replicate the same results in the k12 education market?
Applying the Slight Edge Advantage in EdTech with Small Districts
EdTech companies want to build revenue and expand their market presence. Engaging with small school districts can be a strategic move. Small districts have more agility in procurement and implementation processes, which means faster adoption and feedback loops. And, most importantly, what small districts lack in size they make up for in number. Small school districts constitute the majority of school systems in the U.S.
Here are some real-world examples of how EdTech companies have successfully leveraged small school districts:
Elevate K-12
Product/Service: Live interactive online classes
Small District Example: Contract with a Massachusetts district, enrollment of 1,844, $64,000 contract
Impact: Demonstrates impact in small districts, facilitates broader market expansion
Robokind
Product/Service: Educational robots for Autistic children (Milo)
Small District Example: Pemberton Township School District bought 1 robot for $6,000
Impact: Local success led to a news story and adoption in neighboring areas, effective word-of-mouth marketing
SplashLearn
Product/Service: Interactive math and reading programs
Small District Example: Free software for teachers, adopted by Martin County and Lockport City School District
Impact: Stopped charging districts for classroom editions/Increased user base via teacher recommendations to parents, circumvents challenges of direct school sales
Labster
Product/Service: Virtual lab simulations
Small District Example: Agreement with Lackland ISD (<1,000 students)
Impact: Faster solution implementation due to simpler procurement in small districts
DreamBox Learning
Product/Service: Adaptive K-8 math curriculum
Small District Example: 3-year, $181,500 contract with a mid-sized California district (~6,000 students) (while not a small district, this example shows the potential of growth for companies as they look ahead).
Impact: Rapid expansion in flexible districts, personalized learning facilitates tech integration
What Makes up a Small School District?
A small school district is characterized by its student population, geographic area, and budget. While definitions may vary, small districts often have:
Fewer than 5,000 students, though some may consider districts with up to 10,000 students as small.
Serving a smaller or rural community.
Smaller financial resources compared to larger urban districts.
Small districts face unique challenges, such as limited staff, resources, and advanced technologies, making them ideal candidates for customized EdTech solutions that offer scalability and flexibility.
EdTech Companies: How to Find and Engage with Small School Districts
1. Research and Identify
Use databases and directories like the National Center for Education Statistics (NCES) to identify small districts. Consider nonprofits or state coalitions, like the Small School Districts' Association, to target as well. And, as always, a simple Google search with a state + small school district will yield results, too.
Attend regional education conferences and events to network with representatives from small districts.
Leverage social media and online groups where educators from small districts share insights and connect.
2. Tailor Your Approach
Understand each district's specific needs and challenges. Review their strategic plans, RFPs, and audits to help your SDR and marketing team engage more authentically.
Develop case studies and testimonials from similar districts to showcase the effectiveness of your solution.
Offer flexible pricing models and scalable solutions that can be easily integrated into their existing systems.
3. Build Relationships
Establish trust by providing excellent customer service and ongoing support. Nothing's worse than a company that shows up on implementation and ghosts districts afterward. Be in the trenches with them always.
Engage directly with educators and administrators to gather feedback and continuously improve your product.
Consider offering pilot programs or free trials to demonstrate the value of your solution.
4. Leverage Local Success
Highlight success stories from neighboring districts to build credibility and interest.
Use local media and community events to promote your successes and raise awareness.
The Strategic Advantage of Small Districts
Small school districts are viable entry points for small EdTech companies. Their agility allows for faster adoption and offers fertile ground for testing, refining, and expanding offerings. A partnership with smaller districts calls for authentic, boots-on-the-ground communication, which is powerful because it arms EdTech companies with stronger iterations. It also builds trust and long-term partnerships.
EdTech companies can grow by focusing on small, consistent efforts and targeting smaller school districts. Ironically, The Slight Edge principle, when applied strategically, can alter small opportunities into sizable rewards.
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