Sell Your Education Venture to Schools

Understand the Educational Landscape

Schools don’t buy products the same way families or companies do. Much of their purchasing is tied to government funding streams that come with restrictions. Knowing these categories helps you frame your product as an allowable expense.

• Title I: Supports schools serving large populations of low-income students.

• IDEA: Funds resources for students with disabilities.

• Title III: Supports English language learners.

💡 Tip: Explicitly connect your product to a funding source when you pitch. For example: “Schools can use Title I funds to cover this literacy program.”

Who Buys vs. Who Uses Your Product

A key distinction: users are not the buyers.

• Teachers care about usability and improved student outcomes.

• Principals/administrators focus on broader goals like teacher satisfaction, equity, and overall school performance.

For example, while Reedley helps students with reading, Madson noted that principals often made the purchase decision because the tool reduced teacher burdens.

💡 Tip: Craft messaging for each audience. Teachers need to hear, “This makes your classroom easier.” Administrators need to hear, “This improves schoolwide outcomes.”

Position Your Product as a Solution

To stand out, position your offering as a solution to a specific problem schools already care about.

Angela Jackson’s Global Language Project succeeded because it directly addressed a district challenge: improving language acquisition for English learners.

Ask yourself:

• Does my product address a priority pain point?

• Is it a core curriculum, a supplemental tool, or a service? (Each connects to different funding and pricing models.)

Leverage Pilots to Gain Traction

Both Jackson and Madson emphasized the value of pilots. They build credibility, generate honest feedback, and create momentum.

• Start small with one or two schools.

• Target teachers first—they provide the most useful feedback.

• Build partnerships with universities or education nonprofits that lend credibility.

Once teachers use and like the product, it’s much easier to gain buy-in from administrators.

Pricing Your Product

Schools don’t just buy the cheapest option—they invest in value.

• Benchmark competitors’ pricing by reviewing public procurement documents.

• Focus your pitch on measurable impact, not just features.

• For pilots, consider charging a symbolic fee—this ensures teachers and administrators engage seriously and provide honest feedback.

Plan for the Long Sales Cycle

The sales process in education is slow, shaped by academic calendars and procurement cycles.

• Expect decisions to take months, not weeks.

• Use the summer—when budgets reset and classrooms are quiet—to offer training or professional development that keeps revenue flowing.

Use Research and Data to Support Your Product

Schools will want proof that your solution works. Bring evidence:

• Efficacy studies or case studies

• Teacher testimonials

• Early pilot results

💡 Tip: Collect classroom impact stories as early as possible—qualitative data can help bridge the gap until you have large-scale research.

When to Hire Salespeople

In the beginning, founders are the best salespeople. Your passion and credibility matter more than a polished pitch deck.

Only once your CRM is overflowing with leads and your sales process is repeatable should you hire a dedicated sales team.