10 / 10 · Industry intelligence
Education / EdTech
Education is bought by parents, chosen by students and judged on outcomes.
- Who decides
- Students and parents, often deciding together and under time pressure.
- What creates trust
- Specific outcomes, alumni voices, transparent fees, responsive counsellors.
- What creates friction
- Overclaiming, aggressive calling, unclear fees, slow responses.
What is changing
Families research programmes across search, video and peer communities before applying.
Outcome claims face more scrutiny; specificity and proof matter.
Admissions conversations increasingly happen on WhatsApp and counselling calls.
Observed category patterns. Sourced figures are added only where a primary source supports them.
The customer
How education isactually chosen.
- Discovers through
- Search, video, rankings, peers and counsellors.
- Evaluates on
- Outcomes, faculty, fees, reviews, format and location.
- Buys through
- Application, counselling and enrolment.
Customer journey
8 stages, and whereMaer intervenes.
Select a stage to see what the customer is doing and what we would change.
Channels that matter
KPI tree
From business objectiveto the decision.
Likes and reach are not a measurement system. Every metric here exists to change a decision.
Illustrative operating model
- 01Outcome and proof audit
- 02Programme positioning
- 03Content
- 04Enquiry journeys
- 05Counselling enablement
- 06Intake review
A public, illustrative sequence. Not a client SOP.
Capabilities that matter here
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