Case Study: From Classroom Teacher to Ed‑Tech Founder

Michael Bates
2 days ago
4 min read

Background: From Classroom Teacher to Ed‑Tech Founder

Adam spent years in the classroom, working directly with students and witnessing the daily challenges that come with large class sizes and limited time for meaningful conversation. In 2017, he joined forces with a colleague to launch Bloomsights.com, an online platform designed to capture student voice and provide educators with actionable insights into school climate and student well‑being. The goal was simple: help teachers identify which students feel connected at school and which need more support.

Although the mission was clear, Adam quickly discovered that building a great product wasn’t enough. After the initial excitement of launching Bloomsights, he spent several years struggling to articulate its value to school districts. “There were times where we got data on student voice… but this seemed very simple to use,” he recalled. Yet despite Adam’s passion and positive feedback from early users, outreach efforts felt awkward and transactional. Past marketing contractors never quite understood the nuances of the K‑12 market, and campaigns focused on features and pricing fell flat.

Challenge: Marketing Fatigue and Misaligned Messaging

By the time Adam connected with Mike, Bloomsights had proven itself in classrooms but hadn’t gained the traction needed to sustain the business. Adam summarized his frustration:

“I always felt confident talking to principals or counselors… but when it came to marketing it was just constant no’s. Social‑media outreach didn’t resonate, and every time I wanted to do something different the cost kept going up.”

Several themes emerged from our initial conversations:

Feature‑driven demos weren’t working. Adam often jumped straight into showing Bloomsights’ dashboard, focusing on features and pricing. Educators politely listened but rarely converted.
Consultants lacked context. Previous marketing firms were skilled in generic B2B sales but didn’t understand school culture or budget cycles. Messaging felt inauthentic to educators.
Passion was waning. The daily grind of outreach and “no” responses left Adam questioning whether he could continue. “I felt like I had too many hats on… and it was discouraging because I just didn’t know what to do anymore,” he said.

Adam needed a way to reconnect with his purpose, craft messaging aligned to educators’ priorities, and build a repeatable process without becoming a pushy salesperson.

Approach: Reframing Value Around Problems and Mandates

Working together, we took a step back from features and instead focused on the underlying issues that Bloomsights addresses. The process included:

Clarifying the unique value proposition. Instead of highlighting dashboards and pricing, Adam began conversations by asking school leaders about their top concerns—belonging, student well‑being, and the difficulty of identifying silent strugglers. This opened space for them to share their experiences before Bloomsights even entered the discussion.
Aligning with funded mandates. Many districts receive funding for social‑emotional learning, school climate surveys, or mental‑health initiatives. Adam learned to connect Bloomsights directly to these mandates, positioning it not as another app but as a tool to fulfil existing requirements and improve student support.
Adopting a conversational sales style. Rather than launching into a pitch, Adam treated sales meetings like discovery sessions. He listened deeply, asked open‑ended questions, and only offered a demonstration after understanding the educator’s context. This made each meeting feel collaborative instead of transactional.
Building resilience around “no.” One of the biggest shifts was redefining rejection. “Nos are not the end of the world because we aren’t a good fit,” Adam noted. Viewing each interaction as a learning opportunity helped him stay motivated and maintain relationships for future follow‑ups.

Results: Renewed Confidence and a Healthier Pipeline

The shift from product‑centric to problem‑centric messaging had a profound impact on both Adam and Bloomsights:

Reignited passion and purpose. Focusing on human connections reminded Adam why he started Bloomsights. “It revitalized my belief that the work I’m doing to spread the news about Bloomsights has value,” he said. Rather than dreading outreach, he now enjoys conversations with educators because he knows he’s addressing real pain points.
Improved quality of leads. By aligning with mandates and asking better questions, Adam attracted school leaders who were genuinely ready to tackle climate and well‑being. The pipeline grew steadily, and “random emails from something we talked about four or five months ago” began turning into new opportunities.
Sustainable sales skills. Unlike previous marketing spend that “fizzled out,” the frameworks learned through the Founders Roundtable equipped Adam to handle sales personally. “It was almost as if I were a student and Mike was a teacher… you gave me the freedom to make it my own,” he explained. Instead of outsourcing, he now refines his messaging and outreach without increasing budget.
Personal resilience. With a clear process, rejection no longer feels personal. Adam sees “no” as a timing issue rather than a failure, and he stays connected with prospects for future engagement. This mindset has reduced stress and created a sustainable rhythm for a small team.

Key Takeaways

Schools aren’t typical B2B customers. Language and tactics that work in other industries may feel out of place in K‑12. Authenticity and empathy matter more than flashy features.
Start with problems, not products. Asking educators about their challenges uncovers whether your solution fits—and it shows that you care about their work.
Align to funding sources. Districts often have budgets earmarked for specific mandates. Positioning your product as a way to fulfil those requirements makes it easier for leaders to say yes.
Use rejection as feedback. Each “no” is a chance to refine your message or reconnect later. A healthy pipeline includes both immediate opportunities and long‑term relationships.

Closing Thoughts

Today, Bloomsights is steadily gaining traction as more districts recognize the importance of student voice and school climate. Adam’s journey illustrates that even the most passionate founders can feel stuck when their messaging doesn’t resonate. By reframing conversations around educator needs and aligning with funded initiatives, he rekindled his motivation and built a stronger, more sustainable business.

Bloomsights’ story is a testament to the power of listening first, speaking second, and trusting that authentic relationships are the foundation of impactful Ed‑Tech growth.

View the complete interview here:

Interview Date | December 1, 2025