Subject: Early-Stage Ed-Tech for SEND - Advice on Selling to Schools & Market Entry?

[edtech]

Hello all,

I'm in the early stages of developing an ed-tech solution focused on reducing the SEND administrative burden for schools. I'm currently exploring product-market-fit and go-to-market strategy, and I'd be grateful for insights from anyone with experience selling into the education sector, particularly around SEND.

tl;dr; do you sell software to schools (primary, secondary, trusts / academies)? do you sell directly or do you need to go through a framework? can schools buy directly? what advice would you have for me when selling to schools?

A few specific questions:

Procurement frameworks: Is there a monetary threshold below which schools don't require suppliers to be on an approved framework? As we're very early stage, I'm wondering whether starting with smaller pilots might allow us to validate our proposition before needing framework approval.

Target market: We're still determining whether to focus initially on primary, secondary, or specialist SEND schools. Have you found particular differences in purchasing decisions, budget availability, or willingness to trial new solutions across these segments? Given the administrative burden often falls on SENCOs who are already stretched thin, I'm keen to understand where the pain point is felt most acutely.

Best practices for early-stage ed-tech: What approaches have worked well when you're still refining your value proposition? Any advice on how to get meaningful feedback from schools whilst building initial relationships?

SEND-specific considerations: Are there particular channels, networks, or approaches that work better when your solution addresses SEND needs specifically?

I'd be grateful for any experiences, advice, or lessons learned - particularly around that early validation phase.

Thanks in advance!

N.

 

[fisicx]

My sister is a SEND teacher and it’s all really simple. Everything managed on a tablet.

They like to buy from big well supported companies. It means less reliance on small businesses who may or may not be here next year.

The problem you have is schools are already signed up to various programs so will be reluctant to even trial something new unless you make it worth their while. Which meant money.

 

[edtech]

Thanks for the quick reply fisicx.

Great to hear that things are simple for your sister, but based on my research, that isn't the case for all schools.

Would your sister be open to having a chat about what works and what doesn't?

 

[fisicx]

Would your sister be open to having a chat about what works and what doesn't?

Unlikely. But I’ll ask her.

The biggest issue would be the size of your company. Schools are often risk averse and will avoid small operators.

 

[ThatDevAaron]

Unlikely. But I’ll ask her.

The biggest issue would be the size of your company. Schools are often risk averse and will avoid small operators.

+1. In this case, size matters.

You're probably more of a liability at this stage.

 

[Mark T Jones]

My experience in the state education sector is some time ago, but I get the sense that not much has changed.

First, you need to gear your proposition to a specific edict or mandate - and to present the costing in a way that conforms. If you don't do that, it doesn't matter how great the product is, you'll struggle to actually get the order.

Second: Yes, be ready to jump through their supplier hoops - you don't necessarily need to be a big business, but you do need to focus heavily on compliance (relevant ISO helps)

Finally, it will vary a lot, bit on the whole they would rather avoid a decision than make one - Some schools stick rigidly to process, others are a little more fluid.

but mostly the former.

Private schools are far more commercially minded!

 

[ThatDevAaron]

My experience in the state education sector is some time ago, but I get the sense that not much has changed.

First, you need to gear your proposition to a specific edict or mandate - and to present the costing in a way that conforms. If you don't do that, it doesn't matter how great the product is, you'll struggle to actually get the order.

Second: Yes, be ready to jump through their supplier hoops - you don't necessarily need to be a big business, but you do need to focus heavily on compliance (relevant ISO helps)

Finally, it will vary a lot, bit on the whole they would rather avoid a decision than make one - Some schools stick rigidly to process, others are a little more fluid.

but mostly the former.

Private schools are far more commercially minded!

private schools was a nice touch, i agree

 

[Paul Kelly ICHYB]

We're still determining whether to focus initially on primary, secondary, or specialist SEND schools

You mean almost every school??

The big question is why would the school choose your business/software, especially if they are using established and proven products?