If building an edtech product that can demonstrate efficacy were not already hard enough, founders must also figure out a way to sell into a highly regulated, deeply fragmented, and cash strapped K-12 ecosystem.

Because of the numerous stakeholders involved, a well-thought out go-to-market strategy is critical to demonstrate the value of an edtech product. This means analyzing the classic 4 P’s of Marketing: place, price, product, and promotion. In some industries, these marketing functions can be separated from the sales team. In edtech, that is impossible.