Utterly Meaningless » Blog Archive » HOME > BUSINESS

    Filed at 6:50 am under by dcobranchi

    That’s which section of the Boston Globe this article on the business side of home education landed. Nothing Earth-shattering but here are a couple of quote-worthies:

    Though still rare, the number of home-schooled children has been rising for the last several years.

    Whether home education is “rare” is debateable. We’re at 2-3 percent of the school-age population. Is that rare? And what’s with the “last several years”? Last several decades would be more accurate.

    Eduventures, a research and consulting firm, estimates the home-school market is around $650 million, and has been growing about 8 percent in the last few years.

    However, Wiley and others said catering to the market isn’t always easy. Parents sometimes decide to stop home schooling or change curriculums. Wiley also noted distributing products through mail typically brings many logistical problems.

    So, that’d mean that the average homeschooling family spends around $500 per child per year. I guess that depends on what’s included in the “industry.” For instance, we consider dance instruction for Katelyn and Chelsea an integral part of their education. Does Eduventures take all of the “extracurriculars” into account? Or are they only looking at schools in boxes?

    I have no idea about the difficulties folks have marketing to us. Are there any “pros” out there who can comment?

    UPDATE: I just realized it’s an AP piece. The fuller version makes a good bit more sense. Gena Suarez from TOS is quoted.

    6 Responses to “HOME > BUSINESS”

    Comment by
    February 1st, 2006
    at 7:42 am

    “Wiley also noted distributing products through mail typically brings many logistical problems.”

    I dunno what he means by this specifically. Distributing products through the mail brings many logistical problems regardless of who your customers are.

    Comment by
    February 1st, 2006
    at 9:08 am

    Yeah, but those wacky homeschooler tend to live on 40 acres miles away from civilization. it just kills your shipping costs 🙂

    I have no idea what point he is trying to make. I thought Amazon had conclusively proven by now that mail order is far easier than building a retail empire one brick at a time.

    Comment by
    Scott W. Somerville
    February 1st, 2006
    at 11:16 am

    I’ve been following the “marketing to homeschoolers” issue for a LONG time. I think it’s in the interest of homeschoolers to be hard to find, so I’m a little rabid about homeschool privacy in general, and mailing list privacy in particular. But the downside to this is that it IS hard to market products to homeschoolers.

    The Internet is making things easier, in general. Homeschoolers can go out and FIND what they are looking for, if they want to, even if advertisers can’t find them.

    Same holds for recruiters, by the way.

    Comment by
    February 1st, 2006
    at 11:38 am

    Anybody needing to market to homeschoolers is welcome to contact me about advertising on ODonnellWeb 😉

    See – it really isn’t that hard.

    Comment by
    Andrea R. in Missouri
    February 1st, 2006
    at 11:41 am

    Lets’s see…

    I’ve spent about $400 in the last week and that’s not counting ballet which I’ll spend another $100 this month. That’s just to get us through the rest of this year.

    In every case, I went online and found what I wanted. No one had to sell me except in one case where I emailed to find out if Artistic Pursuits was a secular program before purchasing it. I also emailed to find out if we can use my Usborne Science Encyclopedia rather than the Kingfisher one that is recommended for R.E.A.L. Science. Still, I did all the work finding the companies that offer the products I wanted.

    We are a family of four with an annual income of around 25,000. I guarantee you I’d have spent a lot more if I had it to spend so I think marketing to homeschoolers is easy money.

    Comment by
    February 2nd, 2006
    at 11:52 pm

    Hey, I want to know about R.E.A.L. Science. I google it and get a lot of hits, but I’m not sure which one Andrea’s referencing.