| Market trends are powerful forces. They move | | | | Perhaps your school is strong and the threat |
| industries. Companies move with the trend, | | | | seems distant or unlikely. As the trends |
| change industry, or go out of business. The | | | | accelerate, the threat will grow and there will be |
| consumers or buyers of the industry's goods or | | | | less time to respond. |
| services decide where the industry will go. | | | | Arguably, in 1998 the first flat screen TV was |
| It sometimes takes a while to notice a trend. | | | | available. The first 3D TV was available in 2008. |
| What are the trends you have noticed in the | | | | Technology cause trends to move much faster |
| private/parochial/Christian school market? Please | | | | than most of us realize. |
| email us or leave a comment at the end of this | | | | Technology has been driving the education |
| article. You can leave a comment without using | | | | market for several years and that trend will |
| your real name or a valid email address. If you | | | | accelerate. New schools (charter, online, etc.) have |
| would like us to respond to you directly please | | | | the advantage of the latest technology. |
| use your name and email address. | | | | If schools like yours are going to be sustainable, |
| Here is a trend we have noticed: The rate of | | | | two steps are necessary. The first is to ensure |
| school closures is accelerating. This is a very bad | | | | your school is strong and getting stronger. The |
| trend for the market. It indicates that donors are | | | | second is to build the confidence of everyone |
| losing faith in the schools. It indicates that districts, | | | | who supports and uses schools like yours. |
| dioceses, and individual churches are losing faith in | | | | When the school down the street closes, that |
| schools. It indicates that families are losing faith in | | | | shakes the confidence of your supporters. They |
| schools. | | | | begin to wonder if your school is still viable |
| At the same time, charter schools are enjoying | | | | regardless of how strong its finances and |
| growth. Some of the students are from public | | | | enrollment (rational arguments seldom win over |
| schools but others are from schools just like | | | | emotional reactions). |
| yours. | | | | Next Step: |
| In addition, there is a growth in online schools both | | | | Do an objective assessment of your school and |
| those that offer a faith-based curriculum and | | | | its strengths or have someone help you with an |
| those without. Their students also come from | | | | objective assessment and build on those |
| public schools and schools like yours. | | | | strengths |
| Consider this example. At this moment, 60% of | | | | Encourage the schools in your area experiencing |
| all TVs are flat screen. Try giving away your old | | | | stress to seek outside help (an ebb tide lowers all |
| TV. It is hard to do. The new high end TVs are | | | | boats just like a rising tide floats all boats) |
| 3D. It is easy to make fun of a traditional TV but | | | | Promote private education (Christian, parochial, |
| in truth, there is nothing wrong with it. A flat | | | | etc.) because the more people who use it the |
| screen or 3D unit is unable to improve the | | | | more important and valuable it seems to the |
| content, plot, or socially redeeming value of the | | | | average person |
| shows one watches. Other than the cool factor, | | | | The members of the relevant group are the |
| better color, and sharper definition there is no | | | | important players, according to market standards |
| reason to have one. At the same time, people | | | | (The highest quality traditional TV is still |
| are trading up even though their traditional TV still | | | | irrelevance.). Keeping your form of education |
| works. | | | | relevant is critical to the sustainability of every |
| We have reached the point where people feel | | | | school. |
| that should they abandon their working TV for | | | | Just like the traditional TV, it is impossible to do |
| different better. The benefits are minimal but the | | | | enough advertising or marketing to change the |
| market forces are compelling. | | | | trend. The only way to change the trend in |
| Did you see that shift coming? | | | | education is to change programming. The families |
| A similar trend is at work in the theaters. | | | | and prospective families' perceived relevance of |
| Regardless how new a theater complex is, it is | | | | the programming is one of the main determinates |
| out of date if any none of the screens are 3D. | | | | of sustainability. |
| In both cases, traditional TV and 2D projection | | | | The makers of 3D TVs are more concerned |
| have become irrelevant in the consumer's mind. | | | | about the industry sales than their sales. As the |
| Whether they are actually irrelevant is a rational | | | | number of TVs increase the demand for content |
| discussion that is impossible to win on the practical | | | | will increase (cable and network outlets will |
| level regardless of how compelling your logic is | | | | demand more programming from the producers |
| (emotions usually trump logic especially when | | | | and studios). When content increases the demand |
| dealing with a herd decision - 60% is a big herd). | | | | for TVs will increase. Everyone benefits from a |
| Both of those trends have reached what | | | | rising tide. |
| marketing people refer to as the "tipping point". | | | | We are passionate about what you do and want |
| If you make 3D TVs or projection equipment for | | | | to help you and others succeed in this rapidly |
| theaters, you are happy. If you own a traditional | | | | changing environment. If there is school you feel |
| TV or have a new theater complex without 3D | | | | would benefit from help, please encourage them |
| projection, you are less excited. | | | | to get help or let us know. Building their strength |
| How close do you think we are to the tipping | | | | validates your relevance and increases your |
| point in education? | | | | enrollment. |