Creating a Marketing Strategy can feel complicated but it can essentially be boiled down into three stages:

In the first stage (the awareness stage) you’re literally just trying to make potential customers aware that you exist.

You’ve got a stellar product or service, but guess what? Nobody knows about it. That’s where the awareness stage comes into play. This is your chance to shout from the rooftops (metaphorically, of course) and let the world know that you exist.

But how do you do that? Well, it’s all about getting your name out there. Think social media campaigns, content marketing, and good old-fashioned networking. The goal here is simple: make potential customers aware of your presence in the market.

Remember, Rome wasn’t built in a day, and neither is brand awareness. It takes time and consistent effort to get noticed, so don’t get discouraged if you don’t see results overnight.

In the second stage (the consideration stage) you have to convince your customers to buy from you over your competition.

Okay, so you’ve piqued the interest of your target audience. Now what? It’s time to convince them that your offering is the best thing since sliced bread (or avocado toast, if that’s more your style).

This is where the consideration stage comes into play. Your potential customers are weighing their options, comparing you to your competitors, and trying to decide who to give their budget to.

But here’s the thing: it’s not just about having a killer product or service. It’s also about the experience you provide. Put yourself in your customers’ shoes for a moment. Would you rather buy from a company that treats you like just another number, or one that goes above and beyond to make you feel valued?

Customer experience is key. So don’t just focus on showcasing what you’re selling; focus on how you’re selling it. It makes all the difference.

The third stage (the retention stage) involves building community and convincing your customer to purchase again.

The retention stage is all about keeping your customers coming back for more. Why? Because repeat customers are the lifeblood of any business. Not only do they contribute to your bottom line, but they also serve as brand ambassadors, spreading the word and bringing new customers into the fold.

So how do you keep them coming back for more? Build a sense of community. Make your customers feel like they’re part of something bigger than themselves. Whether it’s through loyalty programs, exclusive offers, or simply engaging with them on social media, show them that you appreciate their business and value their loyalty.

Remember, a happy customer is a loyal customer. So don’t just focus on making the sale; focus on building relationships that last a lifetime.

These are the basic three stages you need to consider when creating your marketing strategy. Of course, there are tactics and activities that need to be planned and actioned to go with it but, strategically, this is a great blueprint.

Does your Marketing Strategy cover these three stages?

The pursuit of perfection is a double-edged sword. Perfectionism is just procrastination in disguise – and procrastination will kill a product release stone dead.

You see this happen all the time in software, and unfortunately, Edtech is no exception. Companies aim to only release a 100% perfect product because they fall into one of these traps:

1. They honestly believe they can create an amazing solution through ‘thinking things up’ in their office/bedroom/ivory tower. What they need to do is get their solution out into the real world to see if it meets the customers’ needs.

2.  They’re scared of messing up so spend a lot of time strategizing to try and ensure they don’t fail at all.

The truth is that perfectionism is bad for business. Waiting endlessly for the perfect solution not only hinders progress but also opens the door for competitors to gain an edge.

The Pitfall of Perfection: Businesses risk losing valuable time that could be spent gaining insights and refining their products by only striving for perfection. While it’s natural to want to deliver excellence, the reality is that waiting for perfection allows competitors to swoop in, gather feedback, make improvements, and potentially dominate the market.

The MVP Advantage: Enter the Minimum Viable Product (MVP). Instead of aiming for perfection behind closed doors, releasing an MVP allows you to bring your solution to market quickly. This initial version may not be flawless, but it opens the channels for crucial customer feedback.

Listening to Your Customers: The beauty of the MVP approach lies in its inherent openness to customer input. Launching a basic version of your product invites users to share their experiences, preferences, and suggestions. Your customers become invaluable collaborators, guiding the iterative process and steering your product towards perfection based on real-world needs.

Competitive Edge Through Iteration: While perfectionism breeds stagnation, embracing an iterative approach propels your business forward. By consistently releasing improved versions based on customer feedback, you stay ahead of the competition. Your responsiveness to user needs positions you as a dynamic force in the market, ready to adapt and deliver what customers truly want.

Embrace imperfection, release your MVP, and let your customers be the architects of perfection!

It’s not every day you get to combine your passion for product marketing with a fantastic team, and yesterday was one of those days! I had a great time delivering a workshop on Messaging and Value Propositions with Fusion Education People Solutions, and here’s why:

1. Working with the Fusion Education People Solutions team was an absolute delight.

Their enthusiasm and dedication to improving their messaging and value propositions were infectious. It’s inspiring to collaborate with professionals who are committed to enhancing their skills and delivering top-notch results to their clients.

2. Interactive Learning.

Our workshop was all about hands-on learning, and everyone was eager to dive in. From empathy mapping to defining unique value propositions, the participants were engaged, asked thoughtful questions, and shared their own experiences.

3. Team Collaboration

Fusion Education People Solutions fosters a culture of collaboration and creativity. The team’s willingness to brainstorm, refine ideas, and explore new approaches was truly impressive – it will undoubtedly set them apart in their industry.

Thank you, Fusion, for inviting us to work with your team.

To all the participants, keep honing those messaging and value proposition skills! Your dedication to improvement will undoubtedly lead to great success 💪

Curious?

This workshop was designed to brainstorm key concepts around marketing strategy. We provide a fresh pair of eyes on areas which need to be revisited often to remain competitive, the objective being to create compelling messaging and to highlight the areas which could be better developed in order to grow market share. If you’d like to discuss something similar for your business, drop me an email at nick@finnemoreconsulting.com.

We’ve been privileged to speak with even more industry thought leaders this academic year as part of our #FinnemoreFireside chats, and the insight they provide us and our community is invaluable.

So thank you to Edtech NED, legislator, schools and education expert Jim Knight for your thoughts on the disconnect between the education and labour market, and the need for a school system which truly meets the needs of learners, communities and employers.

Thanks to Derek Hills from Ark for sharing your views on where you see AI fitting into technology budgets and the broader education landscape, and what the future of MIS might be.

Thank you Matt Woodruff for an insightful conversation about how technology can support more effective decision-making at all levels to improve outcomes and identify ways to be able to ‘do more, with less’ – more important than ever in today’s economic climate.

Thanks to Catherine Tallis of HFL Education, a long-standing provider of MIS support to schools, for discussing the ways in which support teams must adapt as the MIS market continues to evolve.

Thank you to Chris Kirk of CJK Associates Ltd for your insight into MAT’s needs in terms of vision, strategy, operating models and governance, and what this means for suppliers – both now and in the future.

And finally, we were delighted to welcome back Martin Baker of The Safeguarding Company for a follow-up chat about the lessons that can be learnt from the Child Q case. A challenging topic and we really appreciate you sharing your experience.

Nick and I have thoroughly enjoyed making the series and already have a great session ready to go in the new term from Lyndon Stickley and Sam Curtis at iplicit. Ollie Burnett from the school support team in Coventry will also be joining us to talk about all the valuable ways they support their schools, including helping them procure and migrate to their new MIS Bromcom as a group earlier this year. Watch this space!

Have a great summer break everyone 🌞

Why won’t they buy my amazing product?

Because you have built it for yourself, not for your customer’s needs!

As a product creator in the Edtech world, you may be eager to jump right into the development phase and bring your ideas to life. However, skipping the discovery phase can lead to serious problems down the line. In this post, we’ll explore why the discovery phase is so important and how it can help you create commercial products that truly meet the needs of schools and MATs.

The discovery phase is all about understanding whom you are building the solution for and understanding their needs and not wants. It involves conducting research, gathering insights, and validating assumptions to ensure that you are on the right track. Skipping this phase means that you are creating a product based on assumptions (even if you have been in the role) rather than actual data, which can lead to costly mistakes.

One of the main benefits of the discovery phase is that it helps you get under the skin of your target customer. This includes understanding their pain points, needs, and desires. By gathering this information, you can create a product that meets and solves their needs. This can lead to higher customer satisfaction and increased loyalty over time.

Additionally, the discovery phase can help you identify opportunities for innovation. By exploring the Education market and gathering insights, you may discover a gap that your product can fill. This can lead to a unique product that stands out from competitors and has the potential to generate significant revenue.

Furthermore, the discovery phase can help you save time and money in the long run. By identifying potential issues early on in the process, you can avoid costly mistakes down the line. For example, if you discover that there is little demand for your product, you can pivot early on before investing significant resources into development.

To conclude, the discovery phase is a crucial part of product creation that should not be skipped. By conducting research, gathering insights, and validating assumptions, you can create a product that truly meets the needs of schools and MATs. The discovery phase can also help you identify opportunities for innovation, save time and money, and avoid costly mistakes. By prioritizing the discovery phase, you can set your product up for success and positively impact your customers and your bottom line.

Now don’t get me wrong, webinars are useful.  They are a great way of being able to communicate with lots of people at once and they work around your customer’s needs; they allow them to dip in and out as they please and you can offer webinars during the evenings and weekends when they won’t necessarily be tied up with other commitments.  From a business point of view, it allows you to promote your product or service to multiple people at once from the comfort of your own office, drastically reducing your cost per sale.

But they do have a downside.  Almost everyone who uses them says they aren’t as good as face-to-face meetings as it’s difficult to make any real connection.  While there is the functionality to ask questions and chat, webinar attendees tend not to do this.  You effectively end up ‘broadcasting’ your sales pitch when, as anyone who regularly reads my blogs will know, I believe the key to selling is listening and understanding.  It may take more time and effort to meet your potential customers in person but it always ends up with a stronger relationship so it is worth investing in if you can.

So when is a webinar actually better than a face-to-face meeting?  When you want honesty!

Webinars are the perfect platform for showcasing a new product or service and asking for honest feedback.  Given the relative anonymity of a webinar (i.e. you don’t have to look the presenter in the eye) your customers will give you their honest opinion on what they’re being shown which makes it an excellent platform for market testing.

Try it out.  Create a webinar with the purpose of gaining feedback (and try to avoid making it a thinly-veiled sales pitch) and see what happens.  People love being asked their opinion and you might get an insight into your product or service which you’ve never had before.

How good are you at predicting the future? This image has resurfaced as the article was written 110 years ago and talks about climate issues linked to coal – amazing foresight! What it doesn’t get quite right is the timeline; it says “the effect may be considerable in a few centuries” when actually we’re at a crisis point already.

How often do businesses fall into the trap of thinking a problem is somewhere out there on the horizon when it’s really about to smack them in the face?

I work with the edtech industry and there are quite a few examples I can think of:

👉 The need to access all teaching, learning and school management technology from outside of the school came into VERY sharp focus in the face of lockdowns – lots of people were caught out.

👉 With the academisation agenda, the way schools make decisions and purchase solutions has been turned on its head which has had a major effect on some company business models that probably thought they were safe (the school MIS market in particular).

👉 Free and ‘freemium’ solutions have changed what schools are willing to pay for, you need to find ways to add extra value or risk being ditched altogether.

Here’s what can you do to future-proof your edtech business:

• Listen to your customers
• Encourage employees to speak up – find out what your workforce wants
• Challenge every assumption
• Embrace imperfection
• Iterate, don’t reinvent – be agile
• Be willing to grow
• Test out new marketing strategies
• Harness the power of tech

I’ll talk more about each of these in future blogs, but we also cover all of these in detail within our coaching programme.

How are you future-proofing your education business?

We’ve just finished a brilliant week delivering product training in New York with the Tarigo Product Management team.

The week involved delivering an intensive Product Bootcamp based around Tarigo’s 5D Product Framework. It’s an externally accredited, comprehensive course covering all aspects of product management and the typical lifecycle of a product, from ideation right through to product retirement. It’s also fun, practical and engaging, and involves completing group ‘missions’ every day.

As much as this week has been about training and coaching, we’ve learnt so much from spending time with the new team of employees comprised of fairly recent graduates/interns:

👉 The teams collaborated so easily and so successfully. The discussions were intelligent and respectful, roles were assigned fairly and everyone played an important part – and the results were amazing.

👉 The ideas, plans and pitches they came up with within a short amount of time were incredible. It goes to show that, with the right guidance, coaching and templates, innovative ideas can be formulated in a matter of hours and days. It only takes months to get a business case on the table if you allow it to take that long (something that we’re all a bit guilty of, perfectionism is just procrastination in disguise after all).

👉 Gen Z won’t stand for greenwashing. One of the overall goals was to come up with solutions focused on sustainability – and they expect companies to truly live their values. Inspiring stuff.

A fantastic week, I look forward to doing it again. Now for some sightseeing! 🗽

Last month, Nick caught up with former Capita MD and creator of the SIMS MIS, Phil Neal, to discuss the various changes in the education sector. As the MIS market continues to evolve and Phil gives his view on:

• The ongoing tender in Northern Ireland and what might happen there in terms of MIS supplier, as well as Scotland and Wales
• The challenges of developing an MIS to meet specific, regional-based, statutory requirements: is this a distraction for MIS suppliers?
• The big changes in the England MIS market, with views on ET-AIMS, Compass Education, IRIS Ed:gen, Juniper Education, Bromcom, Scholarpack and Arbor
• The recent decision by ESS to move to three-year, direct contracts for all schools and potential ramifications
• How more MIS solutions within the UK market might actually lead to less innovation  in the long term
• How machine learning can be used within MIS to create something truly unique
• The importance of Support Units and the role they play alongside schools

As always it’s fascinating to get the views of someone who has worked in the MIS sector for so long and knows the various stakeholders so well.

Where do you think the MIS market is heading and who will be the long-term winners?