Learning about schools
About six months into my time at Enrolmy the company decided to offer our software to schools for free. The benefits to Enrolmy were two fold…
- Enrolmy gained standing and credibility in the community which would build our brand
- We received a revenue stream though credit card fees and volume mattered. The software would be aimed at sports co-ordinators to help them manage their school sports.
Sports Co-coordinators
As this was a new market we had a bit to learn. Dean, our CEO and founder, was an ex-teacher so had some industry knowledge which got us started. However I always jump on the chance to get first hand contact with the user so I accompanied Celeste our Sales & Onboarding Specialist on a couple of school visits to sports co-ordinators. These one on one interviews, latter validated by survey data (survey sent to 1190 sports co-ordinatiors across New Zealand), formed the basis of our Sports Co-ordiantaor persona Anika. Working with both Celeste and Dean to create our sports co-ordinator persona insured understanding and buy-in from the whole team and we soon began to refer to Anika as one of the crew.
Office Managers
It was clear from our conversations with Sports Co-ordinators that they had pretty tough jobs. Often they were also balancing teaching with the extra responsibility of managing multiple sports activities. Parents expectations were very high and administration tasks were onerous. In general they loved their work and loved helping the kids but often felt stressed and overwhelmed. They needed some help but it became very clear that in a school environment the approval process for something like a change of software was complex. A key influencer in this decision was the office manager. Often being in charge of the financial and communication side of school administration it was clear the sports co-coordinators didn’t want to get on the wrong side of these pivotal people.
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I drafted a survey and conducted a phone interview with my daughters’ primary school office manager. She was an extremely good sport and gave me a good half hour out of her busy day to answer my questions and give feedback on the survey in general. We then sent the survey out to 2311 office managers and got an amazing response. The results confirmed our suspicions that office managers too felt over worked and under appreciated.
“Thank you for doing this survey – nobody has ever asked for a survey from my point of view in the nearly 20 years I have been a school administrator !”
Principals
The third and often the key decision maker in schools was the school principal.
Results
We used this research to inform the content and structure of our new Enrolmy.school site. The site was set up with A/B layouts. One with more detailed content and one more concise. Using a combination of Inspectlet and Google Analtyics to study The work we put into understanding our target market paid off. Our marketing messages resonated with our audience. Enrolmy brought 19 schools onboard in less than a year with 9 pending starts. Schools also proved to be a big win in terms of easy onboarding. Because we understood school activities well we were able to get schools up and running quickly with software to make their lives easier.
