Audience
Four customer types. Two markets. One IA. Demme serves the homeschool home leader, the homeschool community leader, the education administrator, and the young learner — on a single account architecture without code-switching.
Primary personas
01
Parent and daily teacher
A parent at home running curriculum across one or two grade levels. Found Math-U-See because it is tactile, sequential, and works for kids who froze on traditional math. Wants the digital toolbox to support that rhythm, not replace it.
Needs
Avoids
02
Co-op and pod organizer
Runs a co-op or learning pod. Teaches multiple families' children at once, often across grade levels. Cares about scaling the same Math-U-See experience across students without becoming an LMS administrator.
Needs
Avoids
03
School, charter, or district decision-maker
Evaluates curriculum at the institutional level. Needs SSO, FERPA-aligned data handling, classroom-shaped reporting, and a path to roll Math-U-See into existing K-8 math sequencing without a full vendor procurement cycle.
Needs
Avoids
04
Student, K-8
The student. Touches the Digital Toolbox surface most often. Cares about whether the lesson feels doable and whether progress feels real. The dashboard had to read warm, not corporate, without being childish.
Needs
Avoids
