By Trish Landeg and Jay Bakhru
In tight markets, your purpose matters. But your positioning determines whether systems can act on it.
We work with many teams that have strong program models and a clear theory of change. They know what students need. They know what educators are up against. And they know what quality looks like.
But in today’s education market, knowing is not enough. You also have to translate. That translation starts with how your offering is framed, priced, and delivered.
Mission Is Not a Value Proposition
We often hear versions of this:
“Our product is easy to use.”
“The thought behind it is deeper than anything else out there.”
“We hear all the time that we’re better than competitors.”
These are powerful signals of impact. But they are not a strategy. They do not tell a district when or why to buy. They do not answer the core questions leaders are asking:
- What specific problem does this solve for me right now?
- How does it fit with our existing tools and priorities?
- Is it doable within our current budget and staffing?
If your team cannot answer those questions, it does not mean your work is not strong. It means your offering needs refinement.
Don’t Just Know Your Strengths. Frame Them.
We have seen promising solutions struggle because their positioning was mismatched to the moment. The offering might be visionary, but the market is focused on foundational needs. Or the pricing model is flexible, but districts do not understand what is included. Or the research is strong, but it is not packaged in ways decision-makers can share internally.
Your offering is not just what you build. It is how that work is received, understood, and acted on.
That is why it is worth investing time in the fundamentals:
- Can you describe your offering in a sentence that is both accurate and accessible?
- Have you defined the specific use case, student population, or problem area you are best equipped to address?
- Have you pressure-tested your model with an outside lens?
Getting these pieces right does not limit your work. It expands your reach.
The Market Does Not Reward Ambiguity
In this moment, a vague or overly complex offering is more than a messaging risk. It is a barrier to adoption. District teams are stretched. They need to be able to explain your work quickly, implement it easily, and align it to existing goals.
A clear, grounded offering increases trust. It makes your mission tangible. It shows that you are ready to meet the realities of this moment, not just with passion, but with precision.
That is where we see the biggest shift in successful organizations today. They are not just doing good work. They are making that work easy to understand, adopt, and fund.
Clarity is not about simplifying your mission. It is about removing friction so your mission can scale.
Questions to Ask Now
As you reflect on your current offering, here are a few questions we recommend exploring with your team:
- What part of our offering has changed since we first designed it? Has the market changed more than we have?
- Where are we losing momentum in the district decision-making process—and why?
- Is our pricing model aligned with how districts are budgeting in 2025?
- If a district leader had 60 seconds to explain our value to their board, could they?
These questions are not just about refining messaging. They are about unlocking momentum. They help ensure that what you offer is not just meaningful, but also market-ready.
Need help refining your offering for today’s education market?
We work with nonprofits and mission-driven companies to sharpen value propositions, pressure-test pricing, and ensure that every element of the offering reflects what systems need now.
Schedule a 30-minute strategy call.
Learn more at edsolutions.com