As the above diagram illustrates, within the general competitive landscape, companies can be differentiated based on their core area(s) of focus. BrainPOP and STEMscopes are best positioned in the Classroom Engagement Tool space, for K-12, whereas Discovery Education is in more of a broad online learning space with some aspects of Classroom Engagement functionality, also focused on K-12.
Specifically, I will focus my analysis on the following:
Specifically, I will focus my analysis on the following:
- STEMscopes' (product line of Accelerated Learning Inc.) market positioning within the overall landscape in comparison to two near-peers, BrainPop (subsidiary of privately held FWD Media Inc.) and Discovery Education, a subsidiary of Discovery Communications.
- BrainPOP, Discovery Education, and STEMscopes are generally similarily positioned within the online education market, in the U.S., which is a highly competitive space.
- However, both BrainPOP and Discovery Education currently enjoy significant market share, which presents an opportunity for STEMscopes. Specifically, within this competitive landscape, over 50% of U.S. schools are using products provided by Discovery Education (Discovery Education Streaming Plus, n.d.), while BrainPOP products are used in 25% of U.S. elementary and middle schools (BrainPOP, 2009).
- STEMscopes has an opportunity to displace/disrupt the current market share distribution, and ultimately, could contemplate being acquired by either of its competitors as an exit strategy.