EdGate Powers Podcast #12 - with Will Gordon
Expanding an education product into a new market requires more than finding new customers. Edtech companies and publishers must understand the educators and students they are serving, navigate different standards and curriculum requirements, establish trusted partnerships, and adapt their strategies to the needs of individual states, districts, and countries. For organizations looking to grow beyond their existing markets, the challenge is knowing where to focus, how to build credibility, and how to scale without losing sight of the learners and educators the product was designed to serve.
In this episode of the EdGate Powers Podcast, Rich Portelance speaks with Will Gordon, the Global Partnerships Business Advisor, at BOOKR Class, about how edtech companies can expand into new domestic and international markets while maintaining a focused, customer-centered strategy. The discussion explores how BOOKR grew from its origins in Hungary into a global literacy platform, how the company approached entering the U.S. market, and why clearly defining a target audience, understanding local education systems, and building long-term partnerships are essential to sustainable growth.
Gordon explains why narrowing an initial target market can actually strengthen a product and create opportunities for broader expansion, how standards alignment can help companies adapt their products to different education systems, and why the U.S. market should be viewed as 50 distinct state markets rather than one unified opportunity. He also discusses the role of pilots, measurable outcomes, local partners, and continuous product development in establishing a presence in new markets. Throughout the conversation, he emphasizes the importance of empathy for teachers and students, staying focused on a company's core strengths, and using technology such as AI to enhance the educational experience rather than becoming the focus of the product itself.
In this episode, you will learn:
- Why edtech companies should clearly define their target audience before expanding into new markets.
- How focusing on a specific learner population can strengthen a product and support long-term growth.
- Why standards alignment and knowledge of local curriculum requirements are essential when entering new states and countries.
- How education companies can approach the U.S. market as a collection of distinct state markets rather than a single national market.
- Why partnerships with schools, districts, distributors, and local education organizations can accelerate market expansion.
- How pilot programs can help edtech companies demonstrate value and establish credibility with new customers.
- Why successful pilots should have clearly defined outcomes, measurable KPIs, and sufficient support for participating educators.
- How AI can improve educational products and teacher workflows while human-created content remains central to the learning experience.
Why This Conversation Matters
Entering a new education market can require organizations to navigate unfamiliar standards, curriculum expectations, purchasing processes, partnerships, and customer needs. For companies expanding across the United States or internationally, treating every market the same can make it harder to demonstrate relevance and build trust. Understanding local context and establishing evidence that a product works in similar environments can give organizations a stronger foundation for sustainable growth.
For companies looking to expand, a clear understanding of the market can make the difference between a promising opportunity and a costly misstep. Defining the right audience, researching local education requirements, establishing trusted partnerships, and using pilots to demonstrate measurable value can help edtech providers build credibility before committing significant resources. These steps also give companies the insight they need to adapt their products and strategies while maintaining a clear focus on their core strengths.
Join Rich and Will as they explore how edtech companies and publishers can successfully enter new markets, from identifying the right audience and understanding local requirements to building partnerships, demonstrating value, and creating sustainable pathways for growth.
Learn how edtech companies overcome challenges and explore opportunities when expanding into different markets.
Will Gordon - As BOOKR Kids’ Global Partnerships Business Advisor, Will is focused on opening new markets and formulating strategies that drive growth in the edutainment domain. He collaborates closely with leaders in the EdTech industry to foster new partnerships and expand BOOKR Kids' presence globally.
Will has extensive experience in the global EdTech sector, with companies like World Family English holdings, Highlights for Children and Urban Planet, and began his career as a High School English Teacher.
Rich is passionate about eEdTech and helping people discover pathways to successful careers. He leverages his many years of business experience in strategy, product development, brand creation and sales & marketing as a frequent industry speaker and sought after consultant.
Beginning his career in digital marketing and web development, Rich was recruited into the private, independent school market to help usher in digital technologies and social media. During this time, Richard served as a student advisor and was nominated to serve on the CAIS (Connecticut Association of Independent Schools) Technology Commission. In 2012, Rich joined York & Chapel, a brand and digital transformation agency where he began working with secondary and higher ed clients, developing strategies for student engagement and pathway creation. In 2014, Richard founded CareerPath, a SaaS engagement platform. Over the past ten years, Rich has given back to the industry as an advisor to numerous EdTech startups, and generally has had a blast doing what he loves to do — help others succeed.
Questions Answered
During the podcast, we tackle critical questions that edtech companies are asking related to expanding into new domestic and international markets.
- What are the major challenges and roadblocks edtech companies face when entering new markets?
- Does focusing on a specific target audience limit an edtech company's potential market?
- What requirements must edtech companies meet when entering a new school district or state?
- What does BOOKR Class's growth strategy look like as it expands into new U.S. states and markets?
- What are the potential downsides of providing a pilot program to a school?
- How does BOOKR Class use active clients and pilot programs to build market share in the U.S.?
- What should edtech companies do when expanding from one state to another to meet local standards and requirements?
- How does BOOKR Class approach reducing the cost of expanding into the U.S. market?
- Should AI be the core of an edtech product, or should it be used to augment and improve the product?
- How did BOOKR Class expand from Hungary into other European markets?
- What defines success for BOOKR Class as it expands into new markets over the next few years?
- What advice can edtech companies use to achieve the same level of success when entering new markets?