Outlook

The use of digital sensors and probeware has increased as science classrooms have been transformed, largely through the implementation of new curriculum standards (Next Generation Science Standards). As these are the primary science standards used in the United States, Vernier has closely aligned it's product line with these standards to best position their offerings. I believe if Vernier continues to align their products with prominent standards and offer exceptional professional development to teachers, there products will continue to be present in science classrooms.

Vernier has one significant company that offers direct competition to nearly all their product lines. PASCO Scientific offers competing products to nearly all Verneir offerings, and provides educators with similar professional development resources and opportunities. Anecdotal evidence from my experience in science education points to Vernier being more widely used in secondary education due to the ease-of-use and exceptional customer service.

Beyond PASCO, there are companies that may offer similar solutions in a different manner (explained below).

Overall, I believe an investment in Vernier Sofware & Technology would be a wise investment. It has been an industry leader in the market for 40 years, driven by its mission to create engaging and hands-on science learning experiences. The company has a knowledgable leadership team, significant revenues, and a vast user base. As schools continue to transform their science instruction, digital probeware will continue to be an investment that must be made. I also believe that once consumers make their initial investment in Vernier products, because of the relatively high cost, they will be committed to using their probes/software for a substantial period of time.

Though there are many strengths that support making an investment in this company, any potential investor must be aware of risks. To begin, the cost of Vernier products is considerable if that goal for a school is to make these tools accessible to all. Though Vernier products are high quality, there are cheaper alternatives that may be appealing to organizations with less buying power. Smartphones, and microcontrollers (Arduino, Micro:bit, etc) allow similar data collection at a fraction of the cost. Plus, these platforms do not need to utilize pricey computer software. These alternatives also lend themselves to the 'maker movement' that is gaining momentum in education. With a Micro:bit or Arduino, the possibilities of how a student could create a device that measures (and acts on) data are endless. Verneir products on the other hand do not allow this type of creativity.