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Early in March, Instructure held an Investor Day with presentations and discussions which provide insight into changes that have recently been made and more that are coming. The proximal audience for this were investors, but the plans Instructure describe have some important implications for the schools, universities, and organizations that are their clients. And I have some questions.
The three-part harmony that is Instructure’s growth strategy
The company has some big ambitions, seeking to capitalize on a $52 billion market opportunity by implementing a three-part strategy that will be familiar to many in EdTech: scale, expand, and connect.
The details of these steps are interesting and worth explaining in detail.
Scale consists of building on their popularity in North America as an LMS and not only capturing the ~60% of the North American market that they don’t have but also growing Instructure’s footprint in other geographies. CEO Steve Daly called out Latin America (LATAM – current Canvas market share 5%), Europe and the Middle East (EMEA – current Canvas market share 8%) and the Asia Pacific region (APAC – current Canvas market share 4%) as the targets for the expansion. But they have some more specific targets and some different approaches within these broad global regions, as Chris Ball made clear in his presentation.
