IT PAYS TO DISCOVER: For any business, understanding the customer is a time-tested rule. Aron Solomon, senior advisor at the Toronto's MaRS Innovation, shares some of the tripwires that edtech entrepreneurs will face in their customer discovery process. "99% of all edtech startups have multiple customers/users," he writes, "and you need to objectively manage their disparate needs in the right combination to be successful." After all, trying new things come with opportunity costs, and it's not always easy and straightforward to convince customers to ditch old habits, no matter how outdated they may be.
