Understanding the Buyer vs. User Dynamic in EdTech: How to Create Messaging that Resonates with Both

As an edtech startup, you understand the importance of creating messaging that resonates with your target audience. However, in the world of education, the buyer is often not the end user. This is especially true in district settings, where administrators make purchasing decisions on behalf of their schools, but teachers and students are the ones who will be using the product.

So how can you create messaging that appeals to both the buyer and the end user? Here are some tips to help you navigate this dynamic:

Know your audience: It's important to understand the different roles within a district setting and what motivates each group. Administrators are focused on outcomes and data, while teachers are more concerned with ease of use and impact on student learning. Students are motivated by engagement and relevance. By understanding these motivations, you can tailor your messaging to appeal to each group.

Emphasize the benefits for everyone: While administrators are the ones making the purchasing decision, it's important to highlight the benefits for all stakeholders. For example, if your product improves student engagement and learning outcomes, make sure to emphasize that in your messaging. This will not only appeal to administrators who are looking for data-driven solutions, but also to teachers and students who want to see real results.

Use data to your advantage: District administrators rely heavily on data to make purchasing decisions. Make sure you have data to support the effectiveness of your product, and use that data to your advantage in your messaging. Show how your product can help administrators achieve their goals, while also benefiting teachers and students.

Connect with teachers: Even if they're not the ones making the purchasing decision, teachers can be powerful advocates for your product. Make sure to connect with teachers and demonstrate how your product can make their jobs easier and more effective. By winning over teachers, you can create a groundswell of support for your product that can ultimately influence the purchasing decision.

Be clear and concise: With so many competing priorities and products, it's important to be clear and concise in your messaging. Make sure your value proposition is easy to understand and highlights the key benefits for each stakeholder group. Use simple language and avoid jargon or technical terms that may be confusing to non-technical audiences.

By understanding the dynamic between buyers and users in district settings, and tailoring your messaging to appeal to both groups, you can increase your chances of success in the edtech market. With a clear value proposition and data to back it up, you can create a compelling case for your product that resonates with everyone involved in the purchasing decision.