Guest Blog Provided by:
Conni Francini, Clarity Consulting
As we start the new year, education companies may be thinking about “what’s next” for their product line. The different departments may be strategizing sample content and design, creative marketing campaigns, or thoughtful sales plans. Among these conversations, standards alignment may not be top of mind. But it should be!
Standards alignment may seem an unglamourous element of education products. I get it: a spreadsheet of identifying codes, repeated language, and lesson numbers may not seem to hold much power. The truth is that standards alignment can be the unsung hero in your product’s success in the market.
As a former C-suite product executive, I know the value standards alignment can bring throughout the development, launch, and sales processes. Now consulting with K-12 education companies striving for growth and impact, I often advocate leveraging standards alignment as part of their product success strategy.
Whether you’re a product, marketing, or sales leader in education, standards alignment can offer so much more than a spreadsheet. Here are 5 superpowers of standards alignment.
Superpower #1: Save time and development costs.
Creating revenue is one key goal of our products. And, it’s great when we meet or exceed that goal. Saving time and money on the way to that revenue goal can be just as important.
I’ve worked with many product teams that get right to work on development. They miss the important step of “beginning with the end in mind.” I can’t think of an education company leader that doesn’t want their products to launch on time and on budget.
Instead of waiting until after development, start with standards planning up front. Define exactly how a product will address the standards (and at what depth) before development begins. Avoid hits to the schedule and budget when standards gaps are found late in development, meaning revisions and/or rewrites.
Superpower #2: Identify new opportunities.
One marker of successful products is return on investment (ROI). Products with high ROI often can be iterated and sold in different ways: different components, slightly different content, etc.
You may know what you have in your content, based on how and where you sell it now. But where else is that content relevant in the education market?
To that end, think of standards alignment as a profit center for the business. They can help you see what other opportunities exist, such as taking an existing product developed for one state and revising it to meet the needs of one or more other states.
Superpower #3: Make customization easier.
It’s a super scenario when a customer comes to you with a “Can you help us?” request. Customer-driven initiatives are huge opportunities for education companies to foster long-term partnerships. They can also provide a great change for innovation.
When this happens, you’ll want to know exactly what needs to be done to customize to meet a customer's needs. That’s where the power of standards alignment comes in. You’ll know what you have in place and what gaps to fill to meet a custom request.
Superpower #4: Increase your product's value.
As a former elementary school teacher, I know there’s never enough instructional time. Every minute is precious. Smart education companies know it’s important to create products with as much value as possible. This can help you stand out from competitors.
You can increase your product’s value by meeting your customers’ needs (and often several needs). To that end, develop curriculum that aligns to the standards that matter to them.
Do your customers want alignment to national standards, their state standards, or both? Do they prioritize alignment only to content standards (such as science), or do they see more value in a product that aligns to multiple sets of standards (such as science, language arts, and/or social-emotional learning)?
Superpower #5: Ease your sales process.
Education decision makers are overwhelmed now more than ever. They are under pressure to identify solutions that truly meet their company’s needs and priorities. And, the sales process can be long and full of must-do steps and formalities. Avoid being left behind because you weren’t ready or able to provide required (or simply beneficial) documentation.
Why not be the "easy button" for your customers by providing standards alignments? Show your customers exactly what standards your product addresses and at what depth. Give them every opportunity to see how your product can support their instructional goals. Enable everyone involved in the sales process to see (and advocate for) your curriculum.
Writing this blog energizes me for my next conversation about the power of standards alignment for education companies. Which standards alignment superpower will you put to use next?
Conni Francini is the founder and CEO of Clarity Consulting, which works with K–12 education companies that aren’t satisfied with the performance of their products and services. She is a former EdGate client, having led curriculum and content development as Editor-in-Chief at Teacher Created Materials. She can be reached at conni@clarityconsultinginc.com.