Many edtech startups (understandably) try to sidestep the complexity and bureaucracy of the central office, and go straight to teachers, edSurge reports. Unfortunately, while going directly to teachers is a good route to test usability, gain acceptance, generate enthusiasm, and to make a few initial individual sales, monetizing the product at a volume to justify significant investment inevitably requires companies to deal with the central office. Edtech companies must understand and work within the system; they must aggressively pursue a district office strategy in parallel with working directly with teachers. A well thought out Central Office strategy with realistic timing...
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