Launching Your EdTech Business in the International K12 Schools Market: Key Insights for Success

Following my session in September with David Higginson , where we discussed all things EdTech, in a business' early days whilst focusing on the K12 international schools market, and after today’s panel with William Saville , I’ve pulled together some key takeaways from our Series 1 Masterclass.

As someone who’s been selling to international schools for a little while and now helps EdTech businesses do the same, speaking with and listening to David hammered home some important points.

Breaking into the international K12 schools market as an EdTech founder can be challenging. It requires a deep understanding of how schools operate, and a long-term approach to building relationships. Here are some key insights to help you navigate this unique space:

1. Launch Early and Gather Feedback

Many founders delay their product launch in search of perfection, but the smartest move is to release a strong MVP quickly. Early engagement with schools provides real-world feedback to shape your product based on actual needs rather than assumptions. Schools are often willing to participate in pilots, especially when you’re transparent about your product’s evolution.

2. Timing Matters: Understand School Cycles

Around 65% of international schools finalise their budget decisions between February and April. Timing your outreach and marketing efforts to align with this cycle can significantly increase your chances of success. Start your email campaigns 1-2 months before this period and segment your audience by school associations, accreditation bodies, or curricula to ensure your message reaches the right people.

3. Networking is Key: Build Long-Term Relationships

Networking is a critical part of succeeding in the international schools market. Attend industry events and go beyond just standing at your booth—actively engage with school leaders and educators. These relationships are valuable because educators in this sector frequently move between schools and countries, often bringing trusted products with them.

It’s not uncommon for it to take three years before schools start recognizing your brand. However, once established, word-of-mouth within the close-knit international school community can drive growth. Patience and persistence are key.

4. Expect Delayed ROI but Stay Persistent

Immediate ROI from conferences and industry events is rare. Building brand recognition and trust with schools takes time, and most deals don’t materialize until after multiple interactions. The international schools market thrives on long-term relationships, so the investments you make in year one can often lead to business two or three years later.

5. Funding Challenges: Plan for Long Sales Cycles

With schools making purchases only once a year, EdTech founders need to plan for long sales cycles. If you’re a low-overhead business, self-funding might work, but most startups will need to raise capital to survive these quiet periods. Leverage personal connections to raise funds, and don’t be afraid to ask for introductions. Investors appreciate honesty, so maintain transparency about both your successes and challenges.

6. Maximize Event Participation

Industry events are key to building your network, but don’t stop at just attending. Before and after conferences, reach out to schools in the area to schedule meetings. Face-to-face interactions are incredibly valuable and can deepen relationships that lead to long-term success. Also, take advantage of informal networking events like dinners and social gatherings to build rapport in a more relaxed setting.

Final Thoughts

Success in the international K12 schools market is definitely a marathon, not a sprint. I speak with many businesses that believe their tried and tested methods in certain markets provide enough evidence to suggest they will be successful in the international schools market. This can often not be the case. But this is another conversation in and of itself: there are plenty of examples to share regarding companies skipping the fundamentals.

Focus on launching early, understanding the timing of school decision-making, and building long-term relationships. Segmentation is key during your outbound activity. Granted, segmentation can mean many things for many businesses, but prioritising - wherever possible - this method of clever outbound, as opposed to, what we all call "spraying and praying", is key. With persistence and patience, the relationships and reputation you build today can drive substantial growth in the years to come.

About the Author: Sam is a Business Development Manager at ISC Research. He speaks with business leaders regularly about their intentions, challenges and successes when going into the K12 international schools market.

Contact me: [email protected]