EdGate Powers Podcast #9 - with Michael Jackson, Chad Cantella, and Eric Knustrom
Texas represents a significant opportunity for education publishers and edtech providers, but entering the market requires more than a strong product and a sales strategy. Recent changes to the state's instructional materials adoption process have reshaped how companies approach certification, preparation, and long-term growth. With House Bill 1605 and the new Instructional Materials Review and Approval (IMRA) process changing the landscape, publishers need to understand not only what Texas requires, but how the state's priorities and processes continue to develop.
In this episode of the EdGate Powers Podcast, Rich Portelance speaks with Michael Jackson, Chad Cantella, and Eric Knustrom of the Texas Education Alliance about what publishers and edtech providers need to know when pursuing adoption and growth opportunities in Texas. The conversation examines how HB 1605 has changed the state's approach to instructional materials, including the shift away from a predictable long-term proclamation schedule and the introduction of a more pronounced suitability component alongside the existing focus on instructional quality.
The panel also gets into what companies need to have in place before entering the adoption process. Strong efficacy research, supporting documentation, standards alignment, and an understanding of Texas-specific rubrics are all part of the foundation, but preparation does not end once materials are submitted. Michael, Chad, and Eric discuss the importance of following legislative and agency developments, understanding how Texas terminology and priorities differ from those in other states, and using public comment and amendment opportunities to engage with a process that is still taking shape.
In this episode, you will learn:
- How House Bill 1605 has changed instructional materials adoption in Texas.
- What the IMRA process means for publishers and edtech providers.
- How Texas evaluates both the quality and suitability of instructional materials.
- Why efficacy research, documentation, and rubric preparation are critical before pursuing adoption.
- How changes to the proclamation process create both uncertainty and new opportunities.
- Why publishers need to monitor Texas legislation, agency activity, and education priorities in real time.
- How public comment and amendment processes can give companies opportunities to respond during review.
- Why long-term success in Texas requires relationship building, market intelligence, and a strategy designed specifically for the state.
Why This Conversation Matters
Texas's instructional materials landscape is changing while the new adoption process is still being developed and refined. For publishers and edtech providers, that means the old assumption that a predictable adoption schedule provides a clear roadmap no longer applies in the same way. Companies need to pay attention to what the State Board of Education and state agencies are prioritizing, understand the requirements attached to the IMRA process, and be prepared to adjust as the process evolves.
At the same time, the changes create opportunities for companies that are willing to prepare carefully and stay engaged. The panel describes a market where publishers can potentially have more opportunities to place products in schools as curriculum needs change, while also emphasizing that success depends on having the necessary research and documentation in place before pursuing those opportunities. That combination of preparation, responsiveness, and ongoing attention to the state can make the difference between simply entering the Texas market and building a sustainable presence there.
Join Rich, Michael, Chad, and Eric as they explore what it takes to navigate Texas's evolving instructional materials landscape, prepare for the IMRA process, and build a lasting presence in one of the country's most distinctive education markets. Their conversation offers a closer look at how publishers and edtech providers can approach Texas with a deeper understanding of its policies, priorities, and opportunities rather than assuming that strategies that work elsewhere will automatically translate.
Learn what education publishers and edtech providers should know before pursuing adoption and growth opportunities in Texas.
Michael Jackson has over 30 years of experience in marketing and senior-level sales in education publishing and technology markets. Having held positions in a variety of education companies, Michael brings a wealth of knowledge to education companies.
As the Founder and Chief Executive Officer of the Texas Education Alliance (TEA), Michael is dedicated to helping education-focused businesses find sustainable growth in Texas. With expertise in helping companies of varying growth stages, Michael assists publishers and providers in navigating the nuanced Texas market.
Chad Cantella has experience in the legislative sphere spanning over 30 years, and specializes in policy related to pre-K through higher education curriculum. Having worked with a variety of education-based state agencies in Texas, Chad communicates on behalf of clients and groups to help the legislature create policy.
As the Chief Lobby Strategist of the Texas Education Alliance (TEA), Chad works to implement policies, rules, and regulations, and help TEA’s clients understand and advance legislative progress.
Rich is passionate about EdTech 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 providers and publishers are asking about Texas' state policies, priorities, and purchasing environment.
- What does the Texas Education Alliance do, and what makes its approach to helping education companies enter Texas different?
- How has the Texas education market changed in terms of state standards alignment and the process for companies seeking adoption?
- What are Texas's suitability standards, and how are they shaping the education content landscape?
- Can Texas's suitability standards be aligned and managed through a system like EdGate's?
- What is IMRA, and why is the Instructional Materials Review and Approval process important for education companies?
- Why is House Bill 1605 important in Texas, and how can companies follow the progress of education-related legislative initiatives?
- How can education companies prepare to begin the Texas adoption process, and what steps should they take to become adopted?
- What can education companies expect from the upcoming Texas legislative session, and when might the instructional materials adoption process become clearer?
- How does the Texas Education Alliance guide education companies through entering and growing in the Texas market?
- What should education companies do as their next step when entering the Texas market?