1. Virtual schooling is not homeschooling though both are done primarily in the home, so don't tell us it is.
2. True flexibility is found in homeschooling, so find another word when we talk
3. Individualized learning, real individualized learning, is what homeschooling is all about
4. There are close to 2 million of us homeschoolers and no we don't all think alike
5. The small, yet sometimes loud minority of those homeschoolers who speak up don't speak for all of us
6. Don't talk to us about the free tuition because we know there is a cost
7. Freedom matters a great deal to us, and we won't give it up easily, even for something free
8. There are close to 2 million different reasons why us homeschoolers have chosen to homeschool
9. We are real people at the end of your data point, don't forget that
10. When we say "no" to your virtual school, what we are really saying is we don't trust what you are telling us
houston@figment-consulting.com
Showing posts with label homeschooling. Show all posts
Showing posts with label homeschooling. Show all posts
Friday, March 18, 2016
Friday, January 8, 2016
Cause and effect
The difficulty comes in determining the cause of this lack of engagement.
Too often if a student is falling behind in math, virtual schools attack this effect as if it is the cause. They simply focus too much on the academic issue at hand -- falling behind in math.
In my 16+ years now in the realm of virtual and blended schools, I have noticed how often there is not a 1-to-1 correlation. Meaning, if a student is falling behind in a subject, the cause of it is very seldom related directly to that subject. Indeed, there is something else at hand that is the true cause.
Sometimes a headache is not really a headache. Determine the true cause before prescribing the medicine.
Too many times we assume an academic issue is related to an academic deficiency, or lack of trying by the student. In reality, it may be something quite disparate that is the real cause, yet part of the effect is evidenced in the academics.
Virtual schools need to spend more time caring about their students and families. Each family is on a journey -- one that is far more than merely academic. Each piece of that journey can be a cause that manifests itself academically.
How well do you know your families? How much do you care? How much do they know you care?
Sometimes an academic issue doesn't require an academic solution.
houston@figment-consulting.com
Friday, January 1, 2016
Day 1
When you arrive at December 31, 2016 and look back on your year, what will it have looked like?
What do you want it to look like? Start there first. Decide, then do.
It's the first day of a new year, and it can also be the first day of a new you.
houston@figment-consulting.com
Thursday, December 31, 2015
The potential of 2016
366 days (Leap Year)
8,784 hours
However you want to count it, the potential of it lies within you.
You get to decide what it will be.
houston@figment-consulting.com
Saturday, December 26, 2015
In pursuit of excellence
Excellence begins with our mindset. It is a decision we make long before we begin working on it.
Excellence is a pursuit, a way of thinking, an inner focus.
Begin first with the decision to pursue it, then you will be on your way to achieving it.
houston@figment-consulting.com
Friday, December 11, 2015
Timing matters
If you say "Both" then October 1 is the real answer.
However, if you determine May 31 is more critical then you begin to open the door to the real possibility of growing with purpose.
Today's virtual schools spend millions each year trying to recruit new students and at the same time only thousands to retain the ones they have. What would happen if we reversed that?
houston@figment-consulting.com
Tuesday, May 27, 2014
An agent of darkness
My wife and I have home educated our four kids since our oldest started kindergarten over 14 years ago. She is now in college and doing a summer internship in Israel before studying in Switzerland this next academic year. Our youngest is starting Kindergarten this fall. We say home "educated" instead of homeschool (or home school) for a reason. For us school is four walls, desks, blackboard (or whiteboard now), and too much rote memorization. We do not believe that public schools are evil, and that there are many teachers doing great work in educating the next generation. For us, educating our kids at home was a personal choice, not a mandate or flight from something else.
It was just over 10 years ago that I spent much of my time traversing the country and unveiling a new concept of home education known as virtual schools. There are stories worth sharing from each state I traveled -- from the questionable hotels before I started booking my own lodging to the beautiful Sawtooth Mountains in Idaho, and from sea to shining sea as the song goes.
I spent winters in Minnesota and Wisconsin, and summers in Florida and California, which seems to be the wrong timing I know. It wasn't my plan, that's for sure.
One of my fondest memories was just outside of Columbus, Ohio where I garnered my first nickname, the "agent of darkness."
It came after I gave a presentation to a packed room of families interested in learning more about the Ohio Virtual Academy, during its infancy. And it occurred during the Q and A time at the end.
He was a nice guy, yet when he posed his lengthy question (which was really more of a monologue as I recall), he framed it with the comment that "you come into our state as an agent of darkness, spreading all of these lies, and you know nothing about homeschool."
It wasn't easy standing there allowing him to "ask" his question, and he must have ignored my first part of the presentation where I covered the fact that my wife and I were home educating our own family. What I did find myself doing though was recalling something the great sales trainer Zig Ziglar had said a few years prior that related to situations like this.
Zig was at a conference, speaking with a fellow presenter who asked him, "Zig, what do you do about the man in the front row who is falling asleep while you are talking? What can you say that will convince him to pay attention to you?"
Zig, in his famous drawl answered, "Remember, you are not here for that man who is sleeping on the front row. You are here for the person next to him who is giving you their full attention. That is who you are speaking to, so talk to them."
I did the same thing that evening just outside of Columbus once the gentleman finished posing his question. I acknowledged his question, shared that the school was probably not for his family, and then answered his question for the rest of the room (at least for those who were there to listen), understanding that I was there for the other families and not for him.
Too many times we spend all of our time and energy trying to convince a prospect to listen to us when clearly they are uninterested, or even antagonistic at times. Sometimes you can't get away from them, however, you don't have to engage them.
Spend your time and energy finding those prospects who want to hear what you have to say, then share your information. Sharing is much more effective than convincing, even though both are considered activities.
And, thanks Zig, for all you did while on Earth.
houston@figment-consulting.com
It was just over 10 years ago that I spent much of my time traversing the country and unveiling a new concept of home education known as virtual schools. There are stories worth sharing from each state I traveled -- from the questionable hotels before I started booking my own lodging to the beautiful Sawtooth Mountains in Idaho, and from sea to shining sea as the song goes.
I spent winters in Minnesota and Wisconsin, and summers in Florida and California, which seems to be the wrong timing I know. It wasn't my plan, that's for sure.
One of my fondest memories was just outside of Columbus, Ohio where I garnered my first nickname, the "agent of darkness."
It came after I gave a presentation to a packed room of families interested in learning more about the Ohio Virtual Academy, during its infancy. And it occurred during the Q and A time at the end.
He was a nice guy, yet when he posed his lengthy question (which was really more of a monologue as I recall), he framed it with the comment that "you come into our state as an agent of darkness, spreading all of these lies, and you know nothing about homeschool."
It wasn't easy standing there allowing him to "ask" his question, and he must have ignored my first part of the presentation where I covered the fact that my wife and I were home educating our own family. What I did find myself doing though was recalling something the great sales trainer Zig Ziglar had said a few years prior that related to situations like this.
Zig was at a conference, speaking with a fellow presenter who asked him, "Zig, what do you do about the man in the front row who is falling asleep while you are talking? What can you say that will convince him to pay attention to you?"
Zig, in his famous drawl answered, "Remember, you are not here for that man who is sleeping on the front row. You are here for the person next to him who is giving you their full attention. That is who you are speaking to, so talk to them."
I did the same thing that evening just outside of Columbus once the gentleman finished posing his question. I acknowledged his question, shared that the school was probably not for his family, and then answered his question for the rest of the room (at least for those who were there to listen), understanding that I was there for the other families and not for him.
Too many times we spend all of our time and energy trying to convince a prospect to listen to us when clearly they are uninterested, or even antagonistic at times. Sometimes you can't get away from them, however, you don't have to engage them.
Spend your time and energy finding those prospects who want to hear what you have to say, then share your information. Sharing is much more effective than convincing, even though both are considered activities.
And, thanks Zig, for all you did while on Earth.
houston@figment-consulting.com
Monday, April 7, 2014
How to reach homeschoolers, and other questions from readers.
Since launching this blog I have received a variety of questions via email related to my posts, and have answered each one directly. However, I thought some of them that are broader in scope might be of interest to others - whether my answers are also of interest is to be determined.
Below are just a few of the recent ones I have received.
1. How can we reach homeschoolers?
I have written about this in several of my blogs already:
Why homeschoolers are not listening to you
Marketing to homeschool moms
What is the common core to homeschoolers?
Why homeschoolers are not listening to you (Part 2)
Reaching homeschoolers in 2014
I won't rehash all of those blogs here, but the main item to keep in mind here is that this is really such a vague question. "Reaching homeschoolers" carries with it the assumption they are all the same, and they all think alike. Just because you carry the title "Mom" doesn't mean you think and act like all other women who also happen to be mothers.
So, the first thought here is to understand what homeschoolers you are wanting to talk to, because you cannot reach all of them due to their diversity of thought.
2. Are all homeschoolers conservative?
Short answer is No. There is a homeschool spectrum that exists with conservative ones on one side, and liberal ones on the other side. Between the two lies the full array of thoughts and beliefs that mirror the overall population. There are secular homeschoolers, Muslim homeschoolers, and so on that make this community a true mosaic.
Even within the "conservative" side of the spectrum lies diversity -- young-Earth Creationists and old-Earth Creationists. There are some who believe the Bible instructs them to homeschool while others homeschool by choice, not mandate.
3. Why do all homeschoolers distrust the government?
First of all, not all homeschoolers do. (see the answer to #2 above) Just because a group is loud does not mean they are a majority, it just means they are vocal.
However, for those that do distrust the government, it is a very emotional issue that cannot be addressed satisfactorily with logic or reason.
4. Do homeschoolers really perform better on standardized tests than their public school counterparts do?
Research indicates that those homeschoolers who take the standardized tests do perform better on average than their public school counterparts. However, it could have as much to do with selectivity as it does with performance because not all homeschoolers take these tests.
5. Do you believe the Common Core will lead to further growth in alternative education such as homeschooling?
Fear is a great motivator (election cycles remind us of this all the time), and change breeds fear many times. An issue as galvanizing as the Common Core could actually lead to an increase in homeschoolers because parents will move toward safety -- when homeschool becomes safer than Common Core in the minds of families, it could lead to greater movement to the former.
6. What do you mean when you say "mainstream homeschoolers"?
My use of the word "mainstream" has more to do with the reasons behind their choice and the way they interact in the world than it does with any philosophical, spiritual, or political bent. In my view you can be mainstream and Christian, mainstream and Muslim, mainstream and agnostic or atheist.
There are over 2.4 million homeschoolers in America, and growing. My contention is the majority of them are quietly educating their children at home because they believe that is best for their situation. For them, education is the primary motivator in the decision though faith and values are also important to them -- whatever their faith may be.
And, they engage with the world in manners similar to what we find across all other target markets -- they shop online; they visit local zoos/aquariums; they go to movies; they shop at Target, Macy's, or even Wal Mart; they participate in sports, activities, and clubs; they own multiple computers (even iPads) and carry Directv or DISH -- in essence they do what everyone else does, they just happen to homeschool rather than private school or public school.
More questions to come in the future. Now back to our regularly-scheduled blog post.
houston@figment-consulting.com
Below are just a few of the recent ones I have received.
1. How can we reach homeschoolers?
I have written about this in several of my blogs already:
Why homeschoolers are not listening to you
Marketing to homeschool moms
What is the common core to homeschoolers?
Why homeschoolers are not listening to you (Part 2)
Reaching homeschoolers in 2014
I won't rehash all of those blogs here, but the main item to keep in mind here is that this is really such a vague question. "Reaching homeschoolers" carries with it the assumption they are all the same, and they all think alike. Just because you carry the title "Mom" doesn't mean you think and act like all other women who also happen to be mothers.
So, the first thought here is to understand what homeschoolers you are wanting to talk to, because you cannot reach all of them due to their diversity of thought.
2. Are all homeschoolers conservative?
Short answer is No. There is a homeschool spectrum that exists with conservative ones on one side, and liberal ones on the other side. Between the two lies the full array of thoughts and beliefs that mirror the overall population. There are secular homeschoolers, Muslim homeschoolers, and so on that make this community a true mosaic.
Even within the "conservative" side of the spectrum lies diversity -- young-Earth Creationists and old-Earth Creationists. There are some who believe the Bible instructs them to homeschool while others homeschool by choice, not mandate.
3. Why do all homeschoolers distrust the government?
First of all, not all homeschoolers do. (see the answer to #2 above) Just because a group is loud does not mean they are a majority, it just means they are vocal.
However, for those that do distrust the government, it is a very emotional issue that cannot be addressed satisfactorily with logic or reason.
4. Do homeschoolers really perform better on standardized tests than their public school counterparts do?
Research indicates that those homeschoolers who take the standardized tests do perform better on average than their public school counterparts. However, it could have as much to do with selectivity as it does with performance because not all homeschoolers take these tests.
5. Do you believe the Common Core will lead to further growth in alternative education such as homeschooling?
Fear is a great motivator (election cycles remind us of this all the time), and change breeds fear many times. An issue as galvanizing as the Common Core could actually lead to an increase in homeschoolers because parents will move toward safety -- when homeschool becomes safer than Common Core in the minds of families, it could lead to greater movement to the former.
6. What do you mean when you say "mainstream homeschoolers"?
My use of the word "mainstream" has more to do with the reasons behind their choice and the way they interact in the world than it does with any philosophical, spiritual, or political bent. In my view you can be mainstream and Christian, mainstream and Muslim, mainstream and agnostic or atheist.
There are over 2.4 million homeschoolers in America, and growing. My contention is the majority of them are quietly educating their children at home because they believe that is best for their situation. For them, education is the primary motivator in the decision though faith and values are also important to them -- whatever their faith may be.
And, they engage with the world in manners similar to what we find across all other target markets -- they shop online; they visit local zoos/aquariums; they go to movies; they shop at Target, Macy's, or even Wal Mart; they participate in sports, activities, and clubs; they own multiple computers (even iPads) and carry Directv or DISH -- in essence they do what everyone else does, they just happen to homeschool rather than private school or public school.
More questions to come in the future. Now back to our regularly-scheduled blog post.
houston@figment-consulting.com
Monday, March 24, 2014
Why virtual schools will fail . . .
. . . has everything to do with trying to be all things to all people. It rarely works. Companies that try to serve the masses end up offering mediocre products (Proctor & Gamble comes to mind). And, virtual schools that attempt to serve every kind of student end up offering a mediocre experience, wrapped in a mediocre education.
One of the reasons virtual schools came into existence was due to the fact that many traditional public schools were not effective. And yet over the past decade so many of these same virtual schools have begun to mirror their ineffective brick-and-mortar counterparts.
Companies that excel, that stand out, are ones that know who they want to serve, and they center their attention on them - these people are the outliers (as Malcolm Gladwell calls them), the weird (as Seth Godin calls them), those that live on the edge, not in the middle. The days of successful companies catering to the masses are over. The same is true for virtual schools.
A virtual school that takes the time to identify who will benefit the most from their educational offerings, and cater to them will be the school that stands out, that grabs attention, and the one who leads the next wave of online learning.
Where you look for these students matters. Why? Most of them are not in the mass, they are on the edge. Is a school willing to go there in order to serve them? For many, the answer is "no." However, for those who are, the opportunity to be excellent awaits.
Rather than be a mediocre school for all kinds of students, be an excellent school for a select group of students, and serve them well.
Note: "Select" does not equal "Less"
houston@figment-consulting.com
One of the reasons virtual schools came into existence was due to the fact that many traditional public schools were not effective. And yet over the past decade so many of these same virtual schools have begun to mirror their ineffective brick-and-mortar counterparts.
Companies that excel, that stand out, are ones that know who they want to serve, and they center their attention on them - these people are the outliers (as Malcolm Gladwell calls them), the weird (as Seth Godin calls them), those that live on the edge, not in the middle. The days of successful companies catering to the masses are over. The same is true for virtual schools.
A virtual school that takes the time to identify who will benefit the most from their educational offerings, and cater to them will be the school that stands out, that grabs attention, and the one who leads the next wave of online learning.
Where you look for these students matters. Why? Most of them are not in the mass, they are on the edge. Is a school willing to go there in order to serve them? For many, the answer is "no." However, for those who are, the opportunity to be excellent awaits.
Rather than be a mediocre school for all kinds of students, be an excellent school for a select group of students, and serve them well.
Note: "Select" does not equal "Less"
houston@figment-consulting.com
Monday, February 10, 2014
High attrition rates at virtual schools are caused by . . .
. . . several things really. Fortunately, most of the causes can be addressed.
Last week I wrote a blog discussing the buzzwords of virtual schools and received several emails asking me my opinion regarding the attrition rates in virtual schools. As I shared with those who reached out to me, there are a myriad of reasons why families choose to leave virtual schools. The question is, "Which ones can you impact positively to reduce the attrition rate?" Those are the ones you really want to focus your attention on.
With that in mind let me offer three reasons why families are leaving virtual schools, sometimes at alarming rates.
1) Expectations not being met.
I alluded to this in my buzzword blog, and will expound upon it here. Virtual schools typically position themselves as offering programs that are individualized, personalized, and flexible for families. My contention is the definitions placed upon these words by virtual schools do not mirror the definitions that families place upon them. And, what matters the most is the what the families expect when they hear these words.
If a virtual school states that they offer an "individualized program where a student can progress at his/her own pace," as a prospective family, I expect that to mean my child can move at the pace best suited for him. Unfortunately the reality is far different.
Personalized? Surely that means specific to me. Again, the reality is quite different. And, then there is flexible. Flexible is one that can fit here where expectations are not being met, but it can also stand alone as a reason even when expectations are understood. (See #3 below)
2) Too much work
Right or wrong, like it or not, state tests are the measuring rods of public schools, including virtual public schools. Has this stymied the promise of virtual schools? That is the subject for another blog. What it has created though is a workload for families that is difficult to sustain.
Imagine being in the eighth grade, taking 5-6 courses each day with multiple quizzes and projects to turn in weekly, then having to participate in mandatory class connects with teachers, spend time each day working on test prep lessons, teacher office hours, find time for club activity, and even do some additional testing so the schools can show academic progress throughout the school year.
Exhausting yes? Now, imagine you are the parent of the eighth grader, having to help your child stay on top of all of those responsibilities, and, oh by the way, you also have a fourth grader and second grader enrolled too.
Parents leave virtual schools complaining about the rigor and the virtual schools believe it to mean the rigor of the academic content. In reality, it is the ongoing workload that is causing the problem with too much of it simply to prepare students to exceed on state tests.
3) Lack of flexibility
This is really an addendum to the first point but warrants more explanation because it too can be a stand-alone reason for families leaving - even when the expectations are clearly communicated and understood. Virtual schools are 'choice' schools meaning families choose to attend them, and they can choose to leave them.
A primary reason families decide to enroll in virtual schools is the promise of flexibility. In comparison to brick and mortar public schools, virtual school do offer more flexibility, but is it enough. Families hear flexibility and they tend to believe they can "do school when we want to," "take December off," "take a vacation when we want to," etc.
Families have the perception that virtual schooling is similar to home school, it is just free. In reality though, virtual schools mirror their brick and mortar counterparts more than home school when it comes to flexibility.
When families being to feel the pressure and burden of meeting all of the responsibilities outlined in the second point, and then realize they do not have the level of flexibility they desired, they tend to bolt.
I have not even mentioned how students/families are treated, communication issues, and training for administrators/teachers. Perhaps I will save these for a future blog.
However, a virtual school that is willing to go to the edge and cause a ruckus, can counteract these reasons for leaving. It takes courage, it takes the willingness to carve a new path, but the end result can be a virtual school that stands out from the competition - one that has students lining up to enter rather than exit.
But, you say, if I were to do something like this, how could I be sure test scores would improve? You can't. But, what is certain is that existing efforts are not doing much to improve these scores either.
So, why not try something completely unique?
Feel free to share your thoughts below.
www.figment-consulting.com
Last week I wrote a blog discussing the buzzwords of virtual schools and received several emails asking me my opinion regarding the attrition rates in virtual schools. As I shared with those who reached out to me, there are a myriad of reasons why families choose to leave virtual schools. The question is, "Which ones can you impact positively to reduce the attrition rate?" Those are the ones you really want to focus your attention on.
With that in mind let me offer three reasons why families are leaving virtual schools, sometimes at alarming rates.
1) Expectations not being met.
I alluded to this in my buzzword blog, and will expound upon it here. Virtual schools typically position themselves as offering programs that are individualized, personalized, and flexible for families. My contention is the definitions placed upon these words by virtual schools do not mirror the definitions that families place upon them. And, what matters the most is the what the families expect when they hear these words.
If a virtual school states that they offer an "individualized program where a student can progress at his/her own pace," as a prospective family, I expect that to mean my child can move at the pace best suited for him. Unfortunately the reality is far different.
Personalized? Surely that means specific to me. Again, the reality is quite different. And, then there is flexible. Flexible is one that can fit here where expectations are not being met, but it can also stand alone as a reason even when expectations are understood. (See #3 below)
2) Too much work
Right or wrong, like it or not, state tests are the measuring rods of public schools, including virtual public schools. Has this stymied the promise of virtual schools? That is the subject for another blog. What it has created though is a workload for families that is difficult to sustain.
Imagine being in the eighth grade, taking 5-6 courses each day with multiple quizzes and projects to turn in weekly, then having to participate in mandatory class connects with teachers, spend time each day working on test prep lessons, teacher office hours, find time for club activity, and even do some additional testing so the schools can show academic progress throughout the school year.
Exhausting yes? Now, imagine you are the parent of the eighth grader, having to help your child stay on top of all of those responsibilities, and, oh by the way, you also have a fourth grader and second grader enrolled too.
Parents leave virtual schools complaining about the rigor and the virtual schools believe it to mean the rigor of the academic content. In reality, it is the ongoing workload that is causing the problem with too much of it simply to prepare students to exceed on state tests.
3) Lack of flexibility
This is really an addendum to the first point but warrants more explanation because it too can be a stand-alone reason for families leaving - even when the expectations are clearly communicated and understood. Virtual schools are 'choice' schools meaning families choose to attend them, and they can choose to leave them.
A primary reason families decide to enroll in virtual schools is the promise of flexibility. In comparison to brick and mortar public schools, virtual school do offer more flexibility, but is it enough. Families hear flexibility and they tend to believe they can "do school when we want to," "take December off," "take a vacation when we want to," etc.
Families have the perception that virtual schooling is similar to home school, it is just free. In reality though, virtual schools mirror their brick and mortar counterparts more than home school when it comes to flexibility.
When families being to feel the pressure and burden of meeting all of the responsibilities outlined in the second point, and then realize they do not have the level of flexibility they desired, they tend to bolt.
I have not even mentioned how students/families are treated, communication issues, and training for administrators/teachers. Perhaps I will save these for a future blog.
However, a virtual school that is willing to go to the edge and cause a ruckus, can counteract these reasons for leaving. It takes courage, it takes the willingness to carve a new path, but the end result can be a virtual school that stands out from the competition - one that has students lining up to enter rather than exit.
But, you say, if I were to do something like this, how could I be sure test scores would improve? You can't. But, what is certain is that existing efforts are not doing much to improve these scores either.
So, why not try something completely unique?
Feel free to share your thoughts below.
www.figment-consulting.com
Thursday, February 6, 2014
Top 3 Virtual School Buzzwords
Search the word phrase "virtual schools" and link to any of the results that Google provides for you. Pull up the top three, or four, or five, or ten schools/companies. Then, take a look at what each one is saying about themselves and you will quickly notice several words that are repeated over and over again.
For the sake of brevity though, I will focus on the top three buzzwords that are popular with virtual schools:
School A: Each student receives individualized instruction. (Bold intended)
School B: . . ., we deliver individualized instruction for each and every student.
School C: . . . utilizing highly trained and committed staff to individualize educational strategies . . .
Merriam-Webster definition of Individualize
to change (something) so that it fits each person's needs
School A: Customized Learning Programs (heading)
School B: Individualized learning plan, customized to each student (double use here)
School C: . . . our students enjoy a customized education that is second to none.
Merriam-Webster definition of Customize
to change (something) in order to fit the needs of a person or business
Merriam-Webster definition of Personalize
to change or design (something) for a particular person
School A: Meet some of our students to see what they accomplish when given the flexibility . . .
School B: Learn how our flexible approach . . .
School C: For each student who needs greater flexibility . . .
Merriam-Webster definition of Flexible
easily changed
So, what is the point of all of this? The point is -- do their actions (and others not mentioned here) match their words? The attrition rates at virtual schools causes me to wonder if these are merely words without actions to support them.
And yet, new virtual schools will launch this year, and produce marketing speak on "individualize", "customize/personalize," and "flexibility." Then they will hope for different results than their predecessors.
If you are launching a virtual school and want to have a "purple cow" as Seth Godin describes it, I encourage you, even implore you to carve a new path. Try building a program that authentically meets the definition of each of these buzzwords, then avoid using them in your marketing language.
If your school truly offers students an individualized, customized, personalized, and flexible learning experience, your customers will let others know about it. You won't have to.
www.figment-consulting.com
For the sake of brevity though, I will focus on the top three buzzwords that are popular with virtual schools:
1) Individualized
School A: Each student receives individualized instruction. (Bold intended)
School B: . . ., we deliver individualized instruction for each and every student.
School C: . . . utilizing highly trained and committed staff to individualize educational strategies . . .
Merriam-Webster definition of Individualize
to change (something) so that it fits each person's needs
2) Customized/Personalized
School A: Customized Learning Programs (heading)
School B: Individualized learning plan, customized to each student (double use here)
School C: . . . our students enjoy a customized education that is second to none.
Merriam-Webster definition of Customize
to change (something) in order to fit the needs of a person or business
Merriam-Webster definition of Personalize
to change or design (something) for a particular person
3) Flexibility
School A: Meet some of our students to see what they accomplish when given the flexibility . . .
School B: Learn how our flexible approach . . .
School C: For each student who needs greater flexibility . . .
Merriam-Webster definition of Flexible
easily changed
So, what is the point of all of this? The point is -- do their actions (and others not mentioned here) match their words? The attrition rates at virtual schools causes me to wonder if these are merely words without actions to support them.
And yet, new virtual schools will launch this year, and produce marketing speak on "individualize", "customize/personalize," and "flexibility." Then they will hope for different results than their predecessors.
If you are launching a virtual school and want to have a "purple cow" as Seth Godin describes it, I encourage you, even implore you to carve a new path. Try building a program that authentically meets the definition of each of these buzzwords, then avoid using them in your marketing language.
If your school truly offers students an individualized, customized, personalized, and flexible learning experience, your customers will let others know about it. You won't have to.
www.figment-consulting.com
Tuesday, January 21, 2014
The Education of US
Imagine a world where the education system cared about the students.
Imagine a world where the educators could treat the students as customers.
Imagine a world where families could choose schools like they do when ordering at Starbucks -- a customized learning experience tailored to each child.
Imagine a world where students could be encouraged to think rather than memorize facts for a test.
Imagine a world where failure could be celebrated as a step toward learning the content.
Imagine a world where students could be rewarded for doing their best -- no matter what grade was assigned to the result of that effort.
Imagine . . . remember, all that we have today first began as an idea, and nothing is impossible.
www.figment-consulting.com
Imagine a world where the educators could treat the students as customers.
Imagine a world where families could choose schools like they do when ordering at Starbucks -- a customized learning experience tailored to each child.
Imagine a world where students could be encouraged to think rather than memorize facts for a test.
Imagine a world where failure could be celebrated as a step toward learning the content.
Imagine a world where students could be rewarded for doing their best -- no matter what grade was assigned to the result of that effort.
Imagine . . . remember, all that we have today first began as an idea, and nothing is impossible.
www.figment-consulting.com
Monday, December 30, 2013
Reaching home schoolers in 2014
Assuming the research is correct, by December 31, 2014 there will be 161,000 to 345,000 new students added to the home school population. Each one will spend $600-900 on educational needs making this new population alone a multi-million dollar opportunity.
Reaching them in 2014 will become increasingly difficult. The competition is increasing, the landscape is changing, and the "noise" is becoming deafening.
Still, they will be searching for solutions, and they may be willing to hear what you have to say.
Want to reach them? Tactically there are a myriad of possibilities to utilize effectively in your marketing strategy so I will not address those here. However, let me suggest three things to consider that have more to do with your philosophy than tactics:
1) Know your audience.
There are approximately 2.3+ million home schoolers in America right now. Will these new additions be similar to the existing population? Or will they be drastically different? Who will be the primary educator at home? Why will they choose to home school? What is their motivation?
Existing or new you must know who it is you are talking to, and more importantly, who might listen to you.
2) Be bold.
If your strategy depends primarily on price then you really do not have a strategy. If you want to reach them with a product that is similar to others already on the market, price will matter but do not make it your focal point. Rather, be bold in your strategy.
Whether it is "edgecrafting" as Seth Godin calls it, or jumping off the precipice, find an extreme and go there. Staying in the center with the others will only lead to more "noise" keeping you from standing out.
Ask yourself, "Is it safer to go to the edge or get lost in the crowd?" The decision is yours.
3) Be real.
Know who you are, accept who you are, and be who you are. Then find those customers of yours who will participate in the sharing of your story. Give them an exciting story to share and provide them with the tools to share it.
Be real, be authentic, even vulnerable.
Bonus Point
Take care of your existing customers. So many times companies offer great incentives to attract new customers and ignore those who are most loyal to them. Reverse this trend and watch your customers become your greatest asset in reaching new ones.
Figment Consulting
www.figment-consulting.com
houston@figment-consulting.com
Reaching them in 2014 will become increasingly difficult. The competition is increasing, the landscape is changing, and the "noise" is becoming deafening.
Still, they will be searching for solutions, and they may be willing to hear what you have to say.
Want to reach them? Tactically there are a myriad of possibilities to utilize effectively in your marketing strategy so I will not address those here. However, let me suggest three things to consider that have more to do with your philosophy than tactics:
1) Know your audience.
There are approximately 2.3+ million home schoolers in America right now. Will these new additions be similar to the existing population? Or will they be drastically different? Who will be the primary educator at home? Why will they choose to home school? What is their motivation?
Existing or new you must know who it is you are talking to, and more importantly, who might listen to you.
2) Be bold.
If your strategy depends primarily on price then you really do not have a strategy. If you want to reach them with a product that is similar to others already on the market, price will matter but do not make it your focal point. Rather, be bold in your strategy.
Whether it is "edgecrafting" as Seth Godin calls it, or jumping off the precipice, find an extreme and go there. Staying in the center with the others will only lead to more "noise" keeping you from standing out.
Ask yourself, "Is it safer to go to the edge or get lost in the crowd?" The decision is yours.
3) Be real.
Know who you are, accept who you are, and be who you are. Then find those customers of yours who will participate in the sharing of your story. Give them an exciting story to share and provide them with the tools to share it.
Be real, be authentic, even vulnerable.
Bonus Point
Take care of your existing customers. So many times companies offer great incentives to attract new customers and ignore those who are most loyal to them. Reverse this trend and watch your customers become your greatest asset in reaching new ones.
Figment Consulting
www.figment-consulting.com
houston@figment-consulting.com
Monday, December 16, 2013
The virtual school shelf space
Twelve years ago there was no path to follow, no road already taken. At K12, Inc. when I started there back in 2001, we were trailblazing because that was the only way to do what we were attempting -- virtual public schools.
Fast forward to today and now the virtual school shelf space is crowded and similar. More disconcerting is they are beginning to look more like their brick-and-mortar counterparts.
Where has the innovation gone? Why build another virtual school and place it on the same shelf with the others?
Why not build something unique and edgy? If you want to get lost in the crowd then build for the shelf space. If you want to offer a breakthrough product then be bold, even outrageous.
Start with the customer (the student, the parents) at the true center and see where it may lead you. Go to the edge, the precipice, then . . . jump.
Fast forward to today and now the virtual school shelf space is crowded and similar. More disconcerting is they are beginning to look more like their brick-and-mortar counterparts.
Where has the innovation gone? Why build another virtual school and place it on the same shelf with the others?
Why not build something unique and edgy? If you want to get lost in the crowd then build for the shelf space. If you want to offer a breakthrough product then be bold, even outrageous.
Start with the customer (the student, the parents) at the true center and see where it may lead you. Go to the edge, the precipice, then . . . jump.
Thursday, December 12, 2013
The problem with Khan Academy
There is none really. Sure it has flaws and there is always room for improvement but overall there is no problem with it.
It is up to the virtual schools, the online providers, and even the regular brick and mortar schools (and charter schools) to learn how to exist with Khan Academy. And, in doing so, their offerings can become better - both academically and experiential.
There will even be some who incorporate Khan into the mix by embracing what it has to offer rather than try to simply overcome it. This is called cooperation.
Author and blogger Seth Godin says it much better than I could, "The problem with competition is that it takes away the requirement to set your own path, to invent your own method, to find a new way."
The real problem therefore is not with Khan Academy, rather it is that too many see it as competition instead of opportunity. Change your perception and a world of potential is opened up to you.
It is up to the virtual schools, the online providers, and even the regular brick and mortar schools (and charter schools) to learn how to exist with Khan Academy. And, in doing so, their offerings can become better - both academically and experiential.
There will even be some who incorporate Khan into the mix by embracing what it has to offer rather than try to simply overcome it. This is called cooperation.
Author and blogger Seth Godin says it much better than I could, "The problem with competition is that it takes away the requirement to set your own path, to invent your own method, to find a new way."
The real problem therefore is not with Khan Academy, rather it is that too many see it as competition instead of opportunity. Change your perception and a world of potential is opened up to you.
Tuesday, December 10, 2013
A light shining in the darkness
One small light shining in the darkness can be the brightest object in the room, and it draws all of the attention.
If you want to be different from your competitors then find the darkness and let your light shine. If you do not then you will simply blend in, and go unnoticed.
It can be hard to see in the dark. That's why we need your light.
If you want to be different from your competitors then find the darkness and let your light shine. If you do not then you will simply blend in, and go unnoticed.
It can be hard to see in the dark. That's why we need your light.
Monday, December 2, 2013
Why home schoolers are not listening to you (part 2)
Several weeks ago I wrote a blog sharing with you why home schoolers are not listening to you. It generated some good questions from readers with many of them having a common thread. So, I thought I would do a little "Q and A" with one of the questions that was, by far, most popular in the emails coming to me.
Question: What is the most effective way to build trust with home schoolers?
Answer: Be trustworthy.
You must understand the world view of the niche within the home school market that aligns with yours, and be all you can be to them. Doing so will allow you to be authentic, which leads to trust. It takes time though so don't expect it overnight.
Remember, your product, your service will not appeal to all home schoolers. In fact, it probably will not appeal to the majority of them. Rather than spend your time trying to convince them otherwise, invest your time finding those home schoolers who want to hear what you have to say. They are the ones willing to give you a chance to earn their trust.
Question: What is the most effective way to build trust with home schoolers?
Answer: Be trustworthy.
You must understand the world view of the niche within the home school market that aligns with yours, and be all you can be to them. Doing so will allow you to be authentic, which leads to trust. It takes time though so don't expect it overnight.
Remember, your product, your service will not appeal to all home schoolers. In fact, it probably will not appeal to the majority of them. Rather than spend your time trying to convince them otherwise, invest your time finding those home schoolers who want to hear what you have to say. They are the ones willing to give you a chance to earn their trust.
Tuesday, November 19, 2013
Home school v Home schooler
I recently conducted some training around the difference between "home school" and "home schooler" in order to help educate the client so they could better target the customer they wanted to reach.
If you have a desire to penetrate the home school market, it is imperative you understand this difference.
Why?
1) Your return on investment will jump because you are targeting the overall crowd that more closely aligns with your worldview
2) Your message, your story, will better resonate with the crowd you truly intend to serve because you are targeting the right crowd
3) Your advertising (search, display, and banner) will be displayed in the appropriate places, at the appropriate times, and will allow you to forgo other advertising opportunities that appear beneficial but are actually a waste of dollars
4) Your time and energy will be spent attracting those customers who want to hear from you, and are willing to listen to what you have to say
"Home school" or "Home schooler"? Do you know the difference? If you do it could dramatically impact your marketing strategy.
If you have a desire to penetrate the home school market, it is imperative you understand this difference.
Why?
1) Your return on investment will jump because you are targeting the overall crowd that more closely aligns with your worldview
2) Your message, your story, will better resonate with the crowd you truly intend to serve because you are targeting the right crowd
3) Your advertising (search, display, and banner) will be displayed in the appropriate places, at the appropriate times, and will allow you to forgo other advertising opportunities that appear beneficial but are actually a waste of dollars
4) Your time and energy will be spent attracting those customers who want to hear from you, and are willing to listen to what you have to say
"Home school" or "Home schooler"? Do you know the difference? If you do it could dramatically impact your marketing strategy.
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.
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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