Link to Youtube: https://www.youtube.com/watch?v=aNeZHA3cxhQ
Link to paper: https://www.dropbox.com/s/mvdvtgbn662ca20/How%20to%20Enter%20the%20Upper%20Secondary%20School%20Market%20for%20ICT%20Software.pdf
In this master thesis it is investigated how a startup company can enter the upper secondary school market with a platform that enables teachers to create course content online and to follow the progress of students. Based upon interviews with teachers, principals, IT coordinators and a survey with more than 200 responses, it is argued that a freemium business model is the most suitable for startup companies that want to enter the upper secondary school market. This argument is supported by the current trends in the school sector in which most schools offer all their pupils computers or tablets but have a limited budget for purchasing ICT tools. By adopting a freemium business model which allows for high trialability and observability the diffusion process is aided which is an important factor for companies that want to diffuse a new technology in a new market. Another benefit of the freemium business model is that many teachers rely on ICT teachers who showcase a smorgasbord of ICT tools for other teachers and the chance of inclusion is increased if the ICT tool is freemium or free.
The focal company is Lurn, a Gothenburg based startup that has built an e-learning platform that focuses on learning models such as blended learning and formative assessment, models that are based on scientific studies of how to improve student learning. Furthermore, formative assessment is a trend most teachers are trying to incorporate today in their teaching, making Lurn’s platform a good fit for the needs of teachers in upper secondary school. Another sought after feature in an ICT tool is that it is flexible enough to allow teachers to adapt the content based upon their own teaching style. Moreover, many teachers have requested throughout the study the possibility of taking part of other teacher’s premade courses, which is something that Lurn should arguably pursue since it could become a major selling point for upgrading from a freemium to a premium version.