SIIA Provides Support to Startups with Inaugural ‘Ed Market 101’

SIIA Provides Support to Startups with Inaugural ‘Ed Market 101’

Co-located with the SIIA Ed Tech Industry Summit, new event walks companies through the ‘nuts and bolts’ of the education market

WASHINGTON, D.C. (May 2, 2013) – The Education Division of the Software & Information Industry Association (SIIA) announces its inaugural Ed Market 101, held Tuesday, May 7, adjacent to the Ed Tech Industry Summit at The Palace Hotel in San Francisco. The Pearson Foundation and Whitestone Communications are lead sponsors for the daylong event, which features sessions that will help startups learn more about their customers: who they really are, how to reach them and what it takes to “sell” to them.

“Through Ed Market 101, startups that are new to the industry can explore opportunities the market presents while connecting and collaborating with some of the education market’s leading thinkers,” said Karen Billings, vice president of the SIIA Education Division. “The event is designed to support and nurture the burgeoning contingent of startups in the education space.”

In addition to networking activities, sessions at the first-ever Ed Market 101 include:

  • How Do You Know if Your Product is Ready for the School Market?
  • Who Are Your Customers? What Does Your Customer Base Really Look Like?
  • Strategies to Reach Your Customers
  • Tips On Getting the Investment Dollars
  • Ins and Outs of Building Your Pricing Structure
  • One-to-One Business Connections Meetings
  • Presidents Panel

“Sponsoring an event such as Ed Market 101 is especially meaningful because it fosters a community of companies that will go on to make important, lasting contributions to education,” said Kathy Hurley, executive vice president, education alliances for the Pearson Foundation. “We’re excited about the conversations and progress that will take place throughout the day.”

“Education is an increasingly attractive space, and sponsoring Ed Market 101 is one way we’re helping startups forge their way in an industry that presents unique challenges and opportunities,” said Richard Casabonne, senior advisor at Whitestone Communications. “It’s encouraging to see so much interest and passion for education among early-stage companies.”

Ed Market 101 is co-located with the Ed Tech Industry Summit, which will focus on preparing conference attendees to build the infrastructure, products and services to support the changes that schools want or need in a post-PC world. For more information about Ed Market 101, and to register, visit For information about the Ed Tech Industry Summit, visit

About SIIA
SIIA is the leading association representing the software and digital content industries. SIIA represents approximately 700 member companies worldwide that develop software and digital information content. Information technology (IT) and software security are critical issues to SIIA’s members, many of whom strive to develop safe, secure and state-of the-art products that effectively serve their commercial and government customers alike, while protecting their intellectual property. The SIIA Education Division serves and represents more than 200 member companies that provide software, digital content, and other technologies that address educational needs. The Division shapes and supports the industry by providing leadership, advocacy, business development opportunities, and critical market information. For more information, visit

Media Contacts

• Laura Greenback, SIIA Communications, 410-533-1943,

• Saul Hafenbredl, C. Blohm & Associates, 608-216-7300 x25,

"(Required)" indicates required fields