The Market

Although there are major companies to contend with in the Testing & Educational support industry, this 19.1 Billion Dollar market (Fig. 2) is diverse enough to support innovation with over 10,000 businesses part of the US alone with relatively low levels of market share concentration. The largest competitors are Pearson PLC and ETS: the Educational Testing service, both of which are notable for their standardized testing services such as the Scholastic Achievement Test (SAT) and Graduate Record Examination (GRE). Other services include educational software and textbook publishing, however, these resources are also standardized to align with state curricula.

With all that being said, what differentiates our product from the competition is that we generate open, unique, competency-based assessments and work with creators and local tutoring services directly, rather than publishing strictly standardized and textbook-aligned assessments meant to serve as summative benchmarks of learning. Furthermore, our student-centered model is unique in that it rallies community services both locally and online to create a personalized plan for each student to succeed, all while generating valuable formative assessment data for teachers, relaying practical feedback for students, and connecting families to support services in their community so that each stakeholder can feel supported in their learning journey.

Figure 2: US Testing & Educational Support Industry Growth (IBIS world)