Over the past several months, I’ve been connecting with CEOs of EdTech startups and consulting on their go-to-market strategies for new products and platforms across Higher Ed and K–12. As I reflect on these conversations, a few common themes keep coming up—ones I think are worth sharing whether you’re an established EdTech company looking to shift gears or a startup just starting to find your market fit.

What problem are you really solving?
Sometimes, the problem your product or platform was built to solve isn’t the same one your customers need solved today. The EdTech world moves fast—AI, funding shifts, and changing buyer behavior are reshaping the landscape constantly. Ask yourself: What’s the one or two problems my product solves right now? And just as importantly, how is that different from what others are doing?

Keep your pitch simple.
Founders are passionate by nature—and that’s a good thing. But sometimes that passion leads to overexplaining instead of connecting. Keep your story clear, short, and human. Explain what your product does in plain terms, show how it makes life easier, and let your mission and enthusiasm shine through naturally. That balance of passion and simplicity builds trust and keeps the conversation moving forward.

KISS your sales strategy—Keep It Simple, Stupid.
It’s tempting to try to sell to everyone. But spreading yourself too thin is a quick way to stall momentum. Focus tightly on the customer profile that aligns with the problem you’re solving. Your market should be big enough to grow—but not so big you lose focus. When you stay disciplined, you build stronger relationships, a clearer message, and a healthier pipeline.

Be strategic with your go-to-market spend.
GTM budgets can get tricky fast. Events, ads, partnerships—it all adds up. Take a step back and ask: Where will I actually see engagement and ROI? Spend strategically, not reactively. A lean, smart approach will help improve your CAC and extend your runway. And when it comes to your CRM or tech stack, simple and cost-effective usually wins. Simple strategies fuel funding success.

Doing the above consistently will help you stand out with investors too. Just like your customers, investors want to see a clear path to solving a defined problem for a real market. Show them that your strategy is focused, your execution is steady, and your growth plan is scalable—and they’ll believe in the vision. Passion and process go hand in hand.

If you’re building or scaling in the EdTech space, I’d love to hear what’s working (and what’s not) for you. Let’s connect, swap ideas, or even collaborate on smarter go-to-market strategies that drive real growth.