CuBE analysis
Market Focus
Beyond Reading is an online reading platform catering to the elementary education market (K-7) in support of a balanced literacy programme; more specifically, inclusive of students with varying learning profiles - LD, Autism, ADHD, and other learning deficits. With online technologies becoming common place in daily academic lessons, our aim is to provide educators and parents with a fun, easy, and supportive learning activity for children who would otherwise find reading a challenging and frustrating task. Though easily usable by the mainstream population, our goal is to reach students who identify as struggling readers, whether that be due to learning disabilities or not. According to Statistics Canada, 3.2% of Canadian children have a learning disability, or "one child in every school bus" (idabc.ca).
Types of Offerings
For the student, Beyond Reading is primarily a content-based service offering a plethora of varied text and multimedia material. For the educator, it is a two-fold service: content in the form of Comprehension Checks and various short activities attached to reading material for teachers to assign to students; as well as a management tool to collect and store student assessment data once students complete tasks. Beyond Reading provides real-time progress feedback to students and teachers once activities are complete, as well as easily downloadable and shareable data.
Buyer
Beyond Reading offers two types of subscriptions for two potential buyers: school setting and home.
* Students who have a school-based subscription can access their accounts from home and still receive the perks otherwise not offered to home-based subscribers.
- School-based subscription: Offers educators the ability to upload their own content, assign next steps for students, and manage student progress.
- Home-based subscription: Geared towards parents who would like to provide their child with an additional reading platform at home or on the go, accessible from computer or mobile device such as an iPad. This free option does not allow content uploading, storage of progress data, or suggesting next steps.
* Students who have a school-based subscription can access their accounts from home and still receive the perks otherwise not offered to home-based subscribers.
Global Target
Beyond Reading is currently only offered in English and as such, is primarily focused on establishing itself in the Anglophone market (Canada, USA, Australia, the UK, Ireland, and New Zealand). This global reach would be a secondary goal, after first becoming established primarily across the Canadian landscape. Focusing on one region will initially allow Beyond Reading to provide relevant curricular topics to its consumer group, and distinguish itself from some of its US competitors.
Market Status
Beyond Reading belongs to the ever-growing E-Learning market. Due to its "flexibility in learning, low cost, easy accessibility, [and] increased effectiveness by animated learning" the digital learning environment is only forecasted to continue growing. According to Orbis Research, the Global E-Learning Market is "expected to reach $275.10 billion by 2022, with a Compound Annual Growth Rate (CAGR) of 7.5%."
Competition
In Canada, our primary competitors include digital reading websites Epic!, Scholastic Literacy Pro, and Raz Kids, though other US-based websites offer similar products not marketed towards Canadian curricula. The only digital reading platform that is specifically designed for students with disabilities is Bookshare; however, it is unavailable to the mainstream population and requires medical documentation to qualify for an account. Beyond Reading is the only service providing accessible and adaptable reading material to most learning profiles.
Investment Opportunity
Beyond Learning has had its Beta rollout in a select few schools in a school district in British Columbia and received tremendously positive feedback. We are in need of $1.5 million in investment capital to reach our next targets of reaching further school boards, and continue adding more text and multimedia resources for students, as well as teacher supports. As our reach grows, it will be vital for us to expand our team as well.