Thursday, November 14, 2013

The Diversity of Home

In my previous post I answered the question as to why home schoolers are not listening to you. Today I want to discuss the diversity of who you are trying to talk to.

So, you have developed a product, or an online course offering and you want to target home schoolers (at least that is what you believe). The real question though is whose worldview best aligns with what you have to offer: home schoolers, unschoolers, eclectic, secular, Christian, traditional, school-at-home, etc.? And, keep in mind we have not even tapped into methodology: Charlotte Mason, Classical (Trivium, Quadrivium), Montessori, Unit Study, Waldorf, and many more.

Oh wait I almost forgot. We must also explore their reasons for choosing to educate at home.

* Provide a better education for my children
* Religious/moral reasons
* Concerned about issues at public/private schools
* Socialization issues
* Medical reasons
* Family issues
* and many more

Too many companies, organizations, and schools view home schoolers through one lens and they fail to recognize the mosaic of families who have chosen to educate their children at home. In order to build relationships with these families, you must first begin to understand them, and their reasons for choosing this option.

Yes, there are over 2.3 million families educating their children at home and that does equate to a billion dollar industry annually. However, it doesn't mean you should or even could serve all of them. Instead, let's find your niche within this market and craft your message to reach those who align with you. Serve them well and they will share you with others and help you grow.

Remember, home school is a market. Within that market lies communities of families who want to hear what you have to say.

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