Clearly communicate your value for schools.
EdTech Trust Builders
Schools and education companies speak different languages.
For Founders and CEOs without a background in schools, understanding education can be confusing or overwhelming.
I know many think it's 'ridiculous'.
This language often carries deep, complex meanings and signals.
I work with education and EdTech companies that want help to clearly communicate their value to teachers and school (or group) leaders.
Speaking your customers' language sparks connection; consistency across your team and channels builds trust.
N.B. This will open my newsletter on Substack, helping founders navigate school systems.
A little about me...
I worked as a secondary science teacher and curriculum leader in England for 5 or so years.
It was wild. You wouldn't believe the stories!
Shortly after starting my master's (part-time) in education policy, I left teaching.
I needed a change...
So I started working in edtech and teacher professional development, across ALL commercial roles.
Everything from leading full funnel International and Government Partnerships (marketing, account management, sales...) to Marketing and Events, running national conferences.
After finishing my MA, I moved to Finland with my husband and embarked on an exciting new chapter!
Initially, as in the photo above, I trained teachers from across Europe with the ERASMUS+ scheme.
Now I help education companies communicate their value for schools with clarity - in ways that resonate with teachers and school leaders.
It takes a humble leader to say, 'Maybe we're not getting the basics right', but even if positioning was really clear, it's normal for it to drift over time.
In my own review of 23 recently-funded K-12 edtech companies across various stages, only ONE had a clear value proposition for schools, meaning it was easy to know a) who the product was for and b) what it did or what problem it solved for schools.
It takes a humble leader to say, 'Maybe we're not getting the basics right', but even if your positioning was really clear, it's normal for this to drift over time.
In my own review of 23 recently-funded K-12 edtech companies across various stages, only ONE had a clear value proposition for schools, meaning it was easy to know a) who the product was for and b) what it did or what problem it solved for schools.
Lots of people chase 'more leads', 'more follow-ups' or 'more product development'.
Unless your positioning and messaging is unshakeable, don't throw money or time at any of these.
What others say about me...
I've known Rebekah for some time now, and trusted her to be able to translate complex education market dynamics into actionable advice for our current and alumni HEH Incubator teams approaching international K-12 markets. I invited her to deliver a workshop with follow-up 1:1 consulting sessions for teams to dig into their own messaging and positioning challenges.
Teams gained a better understanding of how education systems vary and the importance of localizing messaging and commercial strategy to meet the needs of the market, as well as exploring their own plans and assumptions about their target audiences.
Niko Lindholm
Rebekah is an exceptionally informed and resourceful professional who played a foundational role in establishing a thriving learning community "NGS PLC"... Her ability to adapt advice to align with inspection frameworks, has been a standout feature of her approach. This contextual understanding empowered the community to serve as a robust platform for collaboration, professional growth, and the implementation of best practices.
Her expertise spans across multiple disciplines, making her an invaluable resource. Additionally, her remarkable networking skills have enabled her to attract experts from diverse fields of education and leverage their contributions effectively to benefit schools in the UAE.
Sana Syed
Rebekah worked closely with several key accounts to ensure successful implementation of our platforms, and to turn customers into advocates... her strong communication skills meant she became a key part of our marketing strategy [which she went on to lead] — copywriting and editing for social media and email campaigns, website marketing, and brochures. She also delivered training sessions as part of the onboarding process, and at conferences.
Rebekah is deeply knowledgeable about the education sector, and would be an asset to any organisation who shares her passion for ensuring the best experience for stakeholders.
Hannah Gillott
Rebekah brings a rare combination of deep pedagogical insight, dynamic delivery, and genuine enthusiasm for transformative education. Her sessions were interactive and hands-on, from building collaborative design challenges to critically reflecting on our own practice.
Rebekah created a safe space that encouraged exploration, creativity, and professional growth. I walked away with practical tools, inspiring resources, and a renewed confidence in embedding interdisciplinary STEM into teaching.
Dr Tunç Erdal Akdur
Ministry of National Education (MoNE)
Directorate General of Innovation and Educational Technologies
Ankara, Turkey
Working with Rebekah was both insightful and encouraging. She has a strong understanding of how expectations, constraints and opportunities differ across education systems and edtech markets, and she helped us view our work through several valuable international perspectives. Our discussion was especially useful in showing where assumptions from one context do not automatically apply to another. In addition to her strategic clarity, Rebekah brings a warm, open and engaging presence that makes complex conversations feel constructive and energising. I came away with clearer thinking, greater confidence, and strong trust in her judgement.
Kari Vitikainen
How to Stay in Touch
Meet me at Helsink Education Hub's monthly coworking.
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