Pricing Strategy
The Walking Classroom Institute
The Walking Classroom Institute
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Pricing Strategy
Project details
What we need
- Analysis of Organization’s target audience, competition, costs and products/services
- Recommendations for pricing for existing products/services
- Assessment of whether any products/services should be discontinued or offered at differential price points based on constituents’ needs
Additional details
We are an educational nonprofit but out biggest source of funds is sale of our program materials. We started by selling out program to schools with 5th grades, but we have evolved to cover all grade from 3rd through 8th. We now also sell to after school programs, etc. We have a variety of different types of purchasers. We currently market a battery operated device, but are also about to introduce an App, and digital download of bundled podcasts via Mackin Educational Resources.
What we have in place
- We currently have lots of historic pricing information and our plan for 2019, which should make it easy for you to get started. We also have a lot of data in Salesforce, and the ability to provide any other information you need.
How this will help
This project will save us $6,868 , allowing us to make decisions about pricing and provide us with ideas about the best way to maximize sales revenues and net income.
Our reach is expanding and the types of purchasers is evolving. Used to be mainly teachers who were driving the purchase, but we are approaching many different types of decision makers now. We are not sure how to market our new App (unlikely to be used in schools...probably individuals making purchases is our guess). And, we are not sure just how the price of our product compares to other resources (although we have no direct competitor). We also could learn more about the Ed budgeting cycle.
Project plan
Posted by
Debra I.
Executive Director
Our mission
The mission of The Walking Classroom is to provide teachers with an easy-to-use resource to help America's children establish and maintain healthy lifestyle habits while building their health literacy and core content knowledge. Students walk, listen and learn.
What we do
The Walking Classroom is an award-winning, nationally recognized educational / health program that provides teachers with class sets of all-in-one audio devices ("WalkKits") that are pre-loaded with a year's worth of educational podcasts. Each podcast lasts about 15 minutes, and all are supported with extensive lesson plans that include the standards covered, discussion questions, and comprehension quizzes. The podcasts are custom written and align with the newly implemented English Language Arts Common Core State Standards. Many teachers are intimidated by these new standards, so our program provides teachers with thoroughly-researched material that they are responsible for teaching their students, but in which they might not have strong content knowledge.
The Walking Classroom also enables teachers to provide differentiated learning opportunities for their students, as not all students are successful sitting behind a desk all day. By getting up and walking while listening to educational content, The Walking Classroom benefits students that are kinesthetic and / or audio learners.
Each WalkKit is $125 and Teacher's Guide is $150, so a classroom set of 25 would be $3,275. If a school can purchase the materials outright, we ship them the next day and all is well. Although the WalkKits can be shared among classrooms and reused year after year, we recognize that the price may be out of range for many schools. Therefore, on our website we have an area where teachers can apply for a donated set of materials (we currently have over 250 teachers from around the country asking for materials, and we've done minimal outreach). The Walking Classroom then seeks donations and foundation grants so that schools that want the materials can be sponsored by various funders. While initially, our growth was propelled by private foundation grant funding, our largest source of funds now is net income from sales of WalkKits and Teacher's Guides.
