This ICP narrative applies to all three types of schools in our initial niche market i.e.

• State - UK ‘state’ schools are government-funded schools that offer free education to children and are typically non-selective.
• Maintain- UK ‘maintained’ schools are a type of state school that are managed by the local authority and follow the national curriculum.
• Independent - UK ‘independent’ schools are privately funded schools that charge fees and have more freedom to set their own curriculum and admissions policies.

Question: who are we selling to?

Entry into a school or college will be dependant on the size and structure of the organisation.

The key individuals are:

• Head,
• Bursar/COO/CFO, and
• HR Director/Manager

The Bursar controls the money and spending, therefore while HR people may get a budget, they usually have to get everything signed off over a set value, so cheaper the better!

Head

• Predominantly from an academia background with varying degrees of business knowledge.
• They are usually driven by statistics and have a narcissistic personality.
• In the larger schools, they tend to move every 5 years or so to the next level of ‘command’, so are driven.
• They tend to not make decisions alone, and will seek validation of a decision from the SLT, with the Bursar being the main person.
• They report directly to the Board and can be influenced by the Board.
• Most will like new ideas and technology and be the first to know about it.