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Edthena's 'Hockey Stick' Growth Focuses on Usage, not Users

WATCH THIS: Edthena, an online observation and feedback tool to improve professional development for teachers, has another take on what it means to grow traction. Instead of sharing user numbers (in hopes of showing that proverbial hockey stick), the SF-based startup is focusing on actual usage. In the case of its platform, which allows teachers to record and upload videos that coaches and peers can offer feedback on, what matters most, contends Edthena co-founder Adam Geller, is the number of minutes of videos watched. Says Geller, "We're making real headway along the path to developing tools to replace some types of in-person observation." For the current school year (beginning roughly in August), Edthena reports its users have watched over 25,000 minutes--or, six full days--of user-generated content (mostly clips of teachers in the classroom and longer coaching videos). So far Edthena works directly with K-12 and postsecondary institutions like Uncommon Schools and the University of Michigan. (It's worth noting that recent Imagine K12 graduate, SmarterCookie, is working on something with a similar value proposition.)

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