Why Won’t they Buy my Amazing Product? The Importance of the Discovery Phase in Product Creation

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.

EP. 032 – Edtech Business Leader Q&A: Stephen Bilboe, CEO at WCBS

In this next #FinnemoreFireside chat we’re catching up once again with  Stephen Bilboe, CEO at WCBS. Our initial conversation was over a year ago back in March 2021 (you can watch the full interview here) and, since then, lots has changed – including the first schools going live with HUBmis.

 

Amongst other things, Stephen and I chatted about:

  • Why rebuilding works best when it comes to UI and UX
  • Taking schools on your journey with you when it comes to change
  • The value of offering pilots to schools
  • Recent changes in the MIS market, private equity investors, and what might happen next amongst the competitors
  • How the pandemic has affected what’s important to the independent and international education sectors
  • Lessons learnt from the release of HUBmis, and what’s next
  • WCBS academy, accreditation, and the benefits it brings to schools

 

Enjoy!

 

 

 

Ep. 025 – Business Leader Q&A: Winston Poyton, Senior Product Director at IRIS Software Group

Following on from our first fireside with the Senior Product Director at IRIS Software in November 2020, we’re delighted to welcome Winston Poyton back for a follow-up conversation – especially given so much has changed in the world of school management systems in the last 12 months alone.

 

In this fireside chat, Nick and Winston discuss:

  • Developments across the IRIS business since our last Q&A session when iSAMS had only just been added to the portfolio
  • How IRIS is busy reinforcing its education credentials through building relationships and listening
  • Their thought leadership work including this webinar with Lord Jim Knight, and their recently published whitepaper “Are Education Management Systems Future-Fit?”
  • The wellbeing challenges faced by schools – especially in the light of Covid – and how technology can help
  • The ways in which the MAT landscape continues to evolve and why academies are demanding more
  • Innovation and what this means: it’s not just about new tech, but new ways of doing things
  • How IRIS is working hard to make sure their customer experience is as intuitive and friction-free as possible

 

We’ve split the interview into 3 parts to make it easier to digest. Enjoy!

 

 

 

 

How intuitive are MIS solutions for new users?

What does it mean when we talk about MIS solutions being intuitive? The concept of something being ‘intuitive’ often gets mistaken for ‘basic’; there’s a belief that something is intuitive to use because it’s not rich functionally, but this is simply not the case. The smartphones we use today are some of the most sophisticated tech consumers have ever carried around – and they don’t come with instructions. We know how to use them because we’ve grown up with the more basic mobiles; one of the reasons we find them intuitive to use is because we learnt the old stuff the hard way!

Also, companies (in particular gaming companies) have identified ways to make it easy for us to use their systems using clever software such as WalkMe; the goal is to reduce friction and allow users to play games or use systems starting with the most basic flows, then introducing you to the more complicated features later.

 

It’s a similar story with MIS, but the idea that something will be hard to learn still holds people back when it comes to looking at alternatives – especially if their recollection of learning the existing system was painful.

It’s rarely the case though, and a good analogy here is that of learning to drive. You don’t have to re-take your driving test every time you get a new car.  You know how to drive already; you just need to find out what’s different in the new car and get used to using it.  It’s easy, and the new stuff is usually the best stuff (hello sat nav and park assist!)

It’s the same when you change your Management Information System.  You don’t need to go on lengthy training courses or re-learn from scratch. You know how to use an MIS already; you just need to find out what’s different in the new system and get used to using it.

 

A recent survey1 of 2,146 schools asked, amongst other things, how intuitive their MIS is for new users.  The pie chart below summarises the responses:

 

The vast majority of respondents (38.15%) fell into the satisfied category which is good to see, with a further 25.34% taking the middle ground saying they were neither satisfied nor dissatisfied. However, what’s surprising here is that over a quarter of respondents (25.39%) said they were either dissatisfied or extremely dissatisfied when asked how intuitive their MIS is for new users. It’s a worrying stat as no MIS supplier sets out to make a solution that’s prohibitively difficult to use.

 

According to the Interaction Design Foundation, members of the interdisciplinary research group Intuitive Use of User Interface offer the following definition of intuitive use:

 

“A technical system is—in a specific context of a user goal—intuitively usable to the degree the user is able to interact with it effectively by applying knowledge unconsciously.”

 

Based on this definition, there are a few reasons why respondents might not feel like their MIS is intuitive for new users:

  • If the MIS you use now is the MIS you’ve always used, it’s likely that you may not consider it to be intuitive as you remember your first learning curve.
  • Newer, SaaS MIS may be perceived as more intuitive as their users have used something previously so ‘know how to drive’ and won’t find it a challenge.
  • Equally, solutions based on more recent technology will likely be easier to work with as they don’t have the old legacy-system hang-ups of having to navigate out of one module and into another. It will undoubtedly be an easier and more seamless experience.
  • For brand new users, solutions built on more recent technology tend to require minimal training and are easier to learn. Older systems involved attending courses – which often made them all the more difficult to roll out to teaching staff given the time required.

 

The graph below shows a breakdown of the survey results for the ‘Big 5’ who, between them, they make up 96% of school market share2 (namely Arbor, Bromcom, RM Integris, ScholarPack and SIMS):

Ultimately, how intuitive an MIS solution is perceived to be is down to a combination of things:

  • How easy the solution is to access, and how quick it is to navigate
  • How confident the user is with technology as a whole?
  • How experienced the user is with MIS and the concepts of records, data dependencies and analysis
  • How the user was introduced to the solution in the first place. For example:
    • Did they start the role when it was already in place, so they ‘had’ to use it? If so, what sort of intro did they have to the system?
    • Were they part of a team where the school started using a system for the first time? If so, what was their introduction to the MIS like?
  • How well supported they are throughout, and the source of the support (local team, colleagues, provider, someone else?)

 

But most importantly of all, the concept of a solution being intuitive or not comes down to how well the product managers, designers and developers know their users, and how much time they spend listening and understanding.

The point is MIS users already know how to use intuitive software.  If they don’t have a basic understanding of how to use the MIS software by playing around with it for a few minutes then, as an MIS supplier, you’ve sadly missed the mark.  But if you work alongside your users on what’s important to them (and avoid the pitfall of developing something clever and technical just because you can), you can deliver a solution that users can take to without having to hesitate and wonder how they can execute an action.

 

 

 

1The data was collected by The Key from a survey that went out to all primary, secondary, special schools and pupil referral units in England, by email. It was not sent to independent schools. The survey was completed by Headteachers, Deputy and Assistant Heads, and School Business Managers / Leaders between 29 March and 27 April 2021.

As part of the survey, respondents were asked which MIS they use. The results are outlined below:

 

 

 

 

 

 

 

 

 

2Market share statistics are sourced from two excellent blogs: Graham Reed’s Omega Pegasus https://www.omegapegasus.com/mischallenge and Josh Perry’s Bring More Data https://bringmoredata.blogspot.com/

 

 

 

EP. 021 – Business Leader Q&A: Luke Pargeter, Co-founder & CEO of iAM Compliant

Continuing our series of business thought leader interviews, I recently caught up with Luke Pargeter, Co-founder and CEO of iAM Compliant.

Every school has a legal duty of care to their staff, pupils and visitors to their premises. The problem can be that remaining within the law can be costly and time consuming if not managed efficiently, which is why Luke and his co-founders created iAM Compliant.

iAM Compliant is a web-based tool, designed to help schools with everyday health and safety compliance, reporting, eLearning and more.

 

In this fireside chat we discuss:

  • What gave Luke the inspiration to create iAM Compliant and how the team was formed
  • The relationship between safety, environment and learning
  • The impact of compliance on wellbeing and staff retention
  • What differentiates iAM Compliant from the competition?
  • How Luke sees the edtech compliance market evolving in the future, and where iAM Compliant will be in 3 years time.

 

We’ve split the interview into 3 sections to make it easier to digest. Enjoy!

 

 

 

 

EP. 018 – EdTech Business Leader Q&A: Will Jordan, Co-Founder of IMP Software

Continuing our series of business thought leader interviews, I recently caught up with Will Jordan, the visionary Co-Founder of IMP Software.

IMP Software has developed a budgeting, forecasting and reporting solution specifically for use by Multi Academy Trusts (MATs). They take a single database solution to market that is adopted by the entire Trust, rather than the traditional approach of an aggregation of individual school datasets. The solution is not a school system with MAT functionality added on top!

This data is used to drive future forecasts, whilst also factoring in and enabling ‘what if’ scenario planning on a host of potential drivers which can impact the viability of MATs.  It gives the Trust and its leaders the whole picture across their schools.

Some of the things we discuss include:

  • IMP only launched in 2019 but has gained 600+ loyal customers in 20 months. What’s the reason behind forming the business and how has this been achieved?
  • The most important current issues MATs and CFOs
  • What makes IMP different from other budgeting solutions
  • As a start-up business, the big areas of importance over the next 2-3 years to continue with current levels of growth
  • With all the changes in the Edtech market, the effect of consolidation of solutions by Juniper, Iris, etc. and how this might affect customers
  • Diversifying into other segments with the same solutions, or new solutions in the same segment
  • What’s next for IMP?

We’ve split the interview into four parts to make it easier to digest. Enjoy!

 

 

 

 

EP. 016 – Edtech Business Leader Q&A: Stephen Bilboe, WCBS

The next in our series of Business Leader Q&A sessions is with Stephen Bilboe, Sales & Marketing Director at WCBS.

Founded in 1984, WCBS specialises in providing integrated management systems to Independent & International schools across three main areas: Admissions, MIS & Finance.  They’ve recently invested heavily in delivering next generation, cloud native systems that use the latest technology to achieve a much better user experience for Independent and International Schools.  This culminated in the launch of HUBmis in October 2020.

Stephen and I chatted about WCBS and the many changes happening in the MIS sector, including:

  • Your focus is very much within the Independent and international schools market, do you see yourself ever moving into the maintained market?
  • What makes you different from other Independent MIS solutions?
    Have you found the Covid situation has impacted your business, do you see yourselves working differently going forward?
  • As an MIS business, what is going to be important to you over the next 2-3 years to continue to grow?
  • What’s next for WCBS?
We’ve split the interview into two parts to make it easier to digest. Enjoy!

 

EP. 004 – What makes Scholarpack unique? An interview with CEO, Richard Harley, on creating an MIS specifically for Primary schools.

Over the summer holidays, Nick caught up with Scholarpack CEO, Richard Harley, for the next in our series of Q&As with edtech business leaders.

Scholarpack is the only MIS created specifically for primary schools. In this interview, Nick and Rich discuss why creating a unique MIS to meet the specific needs of primary schools has worked so well, and how the MIS educations sector might change in the future.

We’ve split it into three parts to make it easy to digest.  Enjoy!

 

 

 

 

 

 

 

 

 

EP. 003 – What makes Arbor different to other MIS suppliers? Business Leader Q&A with Arbor CEO, James Weatherill

The next in our series of Q&As with edtech business leaders is with James Weatherill, CEO of Arbor Education.

Since their inception in 2011, Arbor has established themselves in the MIS market with their cloud MIS and analytical insights.

In this interview, Nick and James discuss the driving force behind Arbor, what makes it unique, the huge role support teams play in the MIS market and predictions for the future.

We’ve split it into three parts to make it easy to digest.  Enjoy!

 

 

 

 

 

EP. 002 – Business Leader Q&A: Ali Guryel of Bromcom Computers Plc

Next in our series of Q&As with edtech thought leaders is Ali Guryel of Bromcom.

As the Chairman and Managing Director of Bromcom Computers Plc, Ali is responsible for the strategic development of the company products and markets.

Check out Nick and Ali’s virtual get together below.  Here Ali talks about why he believes schools and academies need a one-stop-shop, and what differentiates Bromcom from the other MIS suppliers out there.

We’ve split the full interview into parts to make it a bit easier to digest. Enjoy!