ETEC 522 – Sept. 2011

Edufire: Object lesson in the necessity of focus

As an EVA, I found the Edufire pitch intriguing, but lacking sufficient focus to effectively differentiate it in the marketplace. As a learner, I gained new appreciation for the importance of focus for a pitch’s persuasiveness.

The key differentiators of Edufire’s venture – live video learning and online language education (the venture’s current focus) – are underemphasized. The presenter neglected to make a case for why live video learning is educationally valuable and/or marketable. The major emphasis of the pitch was on ‘learning/teaching what you want’ and ‘in your own home’ – these needs are already well-served by mainstream online educational spaces.

It is unclear who the target students/learners are. The world map signals school-age children – however, their education tends to be governed by state-mandated curriculum. If adult learners are the target, then the presenter revealed that he is not up to speed with key notions in adult education – namely that students are referred to as learners. This lessens his credibility. The world map – suggestive of a primary school – would make it seem as though the presenter, and by extension Edufire, are out of touch with adult learners who may prefer a professional – rather than primary school – aesthetic in their learning environments.