EdGate Powers Podcast #3- with Maria Slabaugh
A strong education product does not automatically translate into success in the K-12 market. Education companies need to understand the people making purchasing decisions, the problems schools are actually trying to solve, and the factors that determine whether a product will be considered and adopted. With standards, legislation, procurement requirements, and market priorities changing quickly, relying on assumptions or reacting to the latest trend can leave companies pursuing opportunities that are not the right fit.
In this episode of the EdGate Powers Podcast, Rich Portelance speaks with Maria Slabaugh, Head of Research at MMS Education, about how education companies can use research and market intelligence to make better decisions in the K-12 market. Their conversation explores the role of qualitative and quantitative research, customer and educator feedback, internal company knowledge, and market monitoring in understanding genuine pain points and identifying where a product can provide meaningful value.
Slabaugh also discusses the pressure companies face to move quickly, particularly as funding, legislation, standards, and procurement requirements change. She explains why organizations should assess their own strengths and weaknesses before pursuing new opportunities, how research can help companies understand specific buyer personas, and why AI should be presented in terms of the benefit it provides rather than treated as a selling point on its own. Throughout the conversation, the emphasis is on gathering evidence, listening to stakeholders, monitoring the market, and using those insights to make more thoughtful decisions about products and growth.
In this episode, you will learn:
- How qualitative and quantitative research can help education companies understand K-12 market needs.
- Why customer feedback and internal company knowledge are valuable sources of market insight.
- How education companies can identify genuine pain points instead of trying to find problems for existing products.
- Why understanding specific buyer personas can improve product positioning and go-to-market strategies.
- How companies can use research to determine where their products have the strongest opportunity to compete.
- Why standards, legislation, adoption cycles, and RFP requirements should be monitored as part of an ongoing market strategy.
Why This Conversation Matters
The K-12 market can be difficult to navigate because the factors influencing purchasing decisions extend well beyond a product's features. Education companies need to understand what educators, administrators, students, and other stakeholders actually need, while also keeping track of the standards, funding, legislation, adoption cycles, and procurement requirements that can affect whether an opportunity is viable. Research gives companies a way to replace assumptions with evidence and make decisions based on what is actually happening in the market.
That does not necessarily require a large research initiative. Slabaugh emphasizes that companies can begin by gathering customer feedback, learning from internal teams, monitoring market developments, and creating an ongoing feedback loop around their products and opportunities. This approach can help organizations recognize changes earlier, understand what is resonating with decision-makers, and avoid stretching resources toward trends that may not align with their strengths or the needs of the market.
Join Rich and Maria as they explore how research can help education companies make more informed decisions in the K-12 market, from understanding customer needs and monitoring changing requirements to evaluating emerging opportunities and communicating product value. Their conversation offers a practical look at how market intelligence, stakeholder feedback, and internal expertise can help companies find the right opportunities and make decisions with greater confidence.
Learn valuable insights into gaining success in the K-12 education market.
Maria leads the strategy, research, and insights team that enables clients focused on the education space to develop deep insights into the education market through custom research projects. MMS Education works with non-profit, for-profit, government, philanthropy and corporate social responsibility teams who want to make a positive impact on the lives of young people, educators and community stakeholders.
Maria holds a B.S. in Environmental Science and Public Policy from Marist College, and an MBA in Marketing & IT from Fordham University.
Rich is passionate about eEdTech and helping people discover pathways to successful careers. He leverages his many years of business experience in strategy, product development, brand creation, and sales & marketing as a frequent industry speaker and sought-after consultant.
Beginning his career in digital marketing and web development, Rich was recruited into the private, independent school market to help usher in digital technologies and social media. During this time, Richard served as a student advisor and was nominated to serve on the CAIS (Connecticut Association of Independent Schools) Technology Commission. In 2012, Rich joined York & Chapel, a brand and digital transformation agency where he began working with secondary and higher ed clients, developing strategies for student engagement and pathway creation. In 2014, Richard founded CareerPath, a SaaS engagement platform. Over the past ten years, Rich has given back to the industry as an advisor to numerous EdTech startups, and generally has had a blast doing what he loves to do — help others succeed.
Questions Answered
During the podcast, we tackle plenty of critical questions that education companies are asking to become sustainable and thrive in the rapidly changing industry.
- How can qualitative research help edtech companies gain traction?
- How can edtech companies change their approach to the marketplace?
- How can education market research help companies entering K-12?
- How should edtech companies approach early adopters versus the mainstream market?
- What practices do software companies overlook that hurt adoption?
- How should edtech companies use research to sharpen their market focus?
- What should companies know about the 2024–25 K-12 market?
- How can edtech companies identify new opportunities and winning strategies?
- Are newer edtech companies prepared for standards, alignment requirements, and requests for proposals?
- How are rapid changes to state standards affecting education?
- What are the most important things companies can do to win?