The Future of EdTech in Greater BaltimoreEducation Technology

Patrick Dougherty, Business Development

and Research Associate

Introduction

The development of Education Technology (EdTech) builds not only companies and products, but

the futures of students and the roots of an entrepreneurial ecosystem in Baltimore for years to

come. EdTech innovators and entrepreneurs are central to moving classrooms and the economy

into the 21st century and beyond. For instructors, EdTech is a revolutionary efficiency tool that can

be used to reshape the way classroom interaction is constructed. To students, it represents open

doors that were previously closed or even unimaginable. The users of EdTech garner massive gains

from the adoption of progressive technology in the classroom. Greater Baltimore is the ideal place

for technology developers with plans to improve education.

It is impossible to understate the importance of Education Technology use in the classroom and of

the need to adequately educate and prepare today’s students. Instead, this report seeks to highlight

Greater Baltimore as a premiere hub for the development of new EdTech. The Baltimore MSA offers

strengths and opportunities to entrepreneurs in or seeking to enter the EdTech industry. No region

is better positioned for the launch of a new EdTech company. Among the advantages of the

Baltimore region are:

First-class education in public schools, private schools, and numerous universities;

A wide variety of funding opportunities with a history of funding education initiatives;

A talented, educated workforce with a large number of tech professionals;

Fluid commuting patterns allow Baltimore labor market to extend into DC metro;

Well-connected region, with many options for transportation;

A storied history of being a receptive market for testing new technologies;

A vibrant and growing startup culture; and,

A network of advocates for tech in the classroom and teachers with ideas to share.

Defining the Industry

Education Technology is a combination of learning with and about technology. It enables current

and future entrepreneurs and innovators to adapt to the changing needs of today’s information

economy. EdTech bridges knowledge between traditional business education and the skills

necessary for jobs in today’s economy. Education Technology is essential to the growth and success

of a culture of innovation, the entrepreneurial ecosystem, and overall economic strength and

leadership. Students exposed to EdTech learn to creatively problem-solve, innovate, create, and

explore all skills and interests needed to be successful in the new economy.

The way students engage with Science, Technology, Engineering, and Mathematics (STEM) fields is

revolutionized through the use of Education Technology. It drives interest and enthusiasm in young

students that would otherwise be uninterested in science and technology. EdTech allows

innovation and creativity in the classroom: students can experiment, build models, run businesses,

and simulate practical uses of STEM knowledge at an incredibly low cost, but with great benefit.

The barriers to attracting, retaining, and teaching students in STEM fields are reduced through the

use of technology in the classroom. EdTech generates hands-on learning and experimentation,

which keeps students engaged and sparks a future interest for study of the most important subjects

of the changing economy.

Strength of the Region

Greater Baltimore features a unique mix of qualifications that gives it a head start in the impending

boom in Education Technology.

Well-Connected and Well-Positioned

Greater Baltimore benefits from its proximity to Washington, D.C. These two metro areas are often

combined when comparing the technology industry in the region to other economic hubs across the

country. The suburbs between Baltimore and Washington are home to a number of well-educated,

high-tech professionals. Over 100,000 residents of the Maryland/D.C. suburbs commute into

Greater Baltimore for work every day, more than the number of residents that travel to Northern

Virginia for work. The fluid movement of labor in the Baltimore-Washington CSA effectively

extends Greater Baltimore’s potential employment base well into the Washington, D.C. metro area.

Numerous transportation options in Greater Baltimore connect the region internally and to the rest

of the East Coast. BWI, one of America’s fastest growing airports, offers frequent flights around the

country and the world. Amtrak trains travel from Baltimore and Central Maryland to New York in

less than 2.5 hours. The MARC train offers low-cost transportation between Greater Baltimore and

Washington, D.C. The region has a comprehensive interstate highway system, with I-95 passing

directly through Baltimore to connect the major East Coast markets.

Successes

Greater Baltimore has been recognized as an emerging EdTech ecosystem (Wan, 2012). The region

is already home to a number of Education Technology success stories.

Laureate Education, Inc. plans to file an initial public offering (IPO) that is projected to

generate between $500 and $750 million (Kim, 2012) and boasts Former President Bill

Clinton as honorary chancellor (Olivia Oran, 2012).

Connections Education was recently acquired by Pearson, the largest digital content

provider in the industry by number of students reached, for a reported $400 million.

Connections Education operates in 21 states and serves 40,000 students every school year.

Moodlerooms was purchased by Blackboard in 2012.

StraighterLine is expanding from the Emerging Technology Centers incubator to a 6,000

square foot office. The company has raised $10.5 million from investors (Zaleski,

StraighterLine to Allow Professors to Pitch Courses, 2012) and is one of the first to offer

students college credit for their online enrollment.

Common Curriculum is launching as a full product after two successful pilot programs in

Baltimore City public schools. The startup has raised over $160,000 in funding

(FormDs.com, 2012). Teachers across the country have expressed interest in the program

(Zaleski, Common Curriculum Launches, 2012).

Unbound Concepts was selected as one of three Alva Emerging Fellows and will receive

$8,500 in seed grants to execute their proposed project (Glei, 2012). The company will also

be an inaugural member of the AccelerateBaltimore program.

Guaranteach was acquired by Sophia in 2011.

Curiosityville has partnered with National Geographic Kids, The Goddard School for Early

Childhood Development, and The Association of Children’s Museums (eSchool News, 2012).

National Geographic Little Kids has included a Curiosityville page on its website (Zaleski,

Startup Roundup, 2012).

Course Canary launched a pilot program in the spring of 2012 and is currently used at

schools such as Johns Hopkins University and Harvard University (Zaleski, 2012).

Educate, Inc. consists of Sylvan Learning Centers and Educate Online. Sylvan is a pioneer in

personalized education and tutoring, while Educate Online is an online educational

program. The offerings of Educate, Inc. reach Asia and the Middle East.

2Tor, based in Maryland in the neighboring Washington, D.C. metro, was recognized as one

of six fast-growing tech companies by Forbes (Pozin, 2012).

Funding

Many predict an influx of capital into the Education Technology sector because education is primed

for change. The educational system has failed to keep up with the new ways that children are

learning and significant opportunities for startups abound (GSV Advisors, 2012). Capital

investment in education in 2011 surpassed investment in education in 1999, previously the year

with the greatest volume of transactions. Investors rate Education Technology as a very attractive

emerging market (GSV Advisors, 2012).

Funding for the creation of Education Technology companies is available from a number of sources.

Over $368 million in venture capital was awarded to Information Technology services firms

between 2007 and 2012 in the DC/Metroplex region. This investment in IT is equivalent to over

half of all venture capital awarded to companies in the DC/Metroplex area. Most IT venture capital

in the region went to firms in the Software industry, as these companies received 34.2% of all

venture capital awarded. The mean IT services venture capital investment in the DC/Metroplex

region was worth $6.9 million, well above the national average of $6.3 million. One hundred forty-

six technology companies in the Baltimore-Washington corridor received VC investment in 2011,

more than in Los Angeles, Seattle, San Diego, Denver, or Austin. In 2011, investment in those 146

companies totaled $0.98 billion, more than in San Diego, Seattle, Chicaco, Austin, and Denver

(Florida, 2012).

The Maryland Technology Development Corporation (TEDCO) provides grants and loans for

technology companies in the Greater Baltimore area. The Propel Baltimore Fund, created through a

partnership between TEDCO and the Abell Foundation, offers angel investments to startups

(VentureBeat Staff, 2012).

Fifteen of the twenty-five largest charitable foundations in Greater Baltimore support education

(Baltimore Business Journal, 2011). The Abell Foundation, the third largest charitable foundation in

Baltimore, lists “technology-aided education” as one of its areas of interest (The Abell Foundation).

The region is home to the Baltimore Angels, a network of angel investors who focus on technology

startups. The organization is comprised of accomplished entrepreneurs seeking to help other

entrepreneurs advance their businesses and goals (Baltimore Angels, 2012).

Baltimore also has a number of private investors available to entrepreneurs. For example, Sterling

Partners in HarborEast has invested in Educate, Inc. and Laureate Education, Inc., two of the most

successful Education Technology companies founded in the region. Camden Partners, another

private equity firm based in Baltimore, targets the education sector to provide capital to growing

companies.

Talent

The talent pool in Greater Baltimore is the driving force behind the region’s position at the

forefront of the EdTech industry.

The real advantage for Education Technology entrepreneurs in Baltimore is the strength of the

region’s Education industry. Maryland ranks #1 in Education Week’s State Education Rankings.

Maryland is also #1 for percent of seniors passing AP exams. The 2011 graduating classes from

most counties in Greater Baltimore recorded SAT scores at or above the national average, with

some counties scoring well above average. (Maryland State Deartment of Education, 2011).

The best school system in the country is open to innovation and improvement. Many of the best

schools implement new technologies to adjust to the changing needs of the workforce and continue

to provide the best possible education. For instance, Towson University has funded and opened a

digital fabrication lab for student and educational use. Morgan State University has opened a $70

million center for STEM education (Bauer-Wolf, 2012). Forward thinking educators in the region

are concerned with educating students for a rapidly evolving workforce with greater expectations

for technological literacy. Schools and universities in the region have shown a dedication to

educating the next generation of visionaries.

The Baltimore area is filled with people that value education. The region produces some of the

most educated people in the country. Baltimore and neighboring Washington, D.C. both rank in

the top 10 metros nationally for percentage of people with college degrees. Both metros are in the

top 5 for percentage of people holding a graduate or professional degree.

Rank Metro Area %

1 Washington D.C. 48.0%

2 San Francisco 43.9%

3 Boston 43.1%

4 Minneapolis 38.5%

5 Denver 38.4%

6 Seattle 37.1%

7 New York 36.2%

8 Baltimore 35.8%

9 Atlanta 34.5%

10 Chicago 34.2%

US Average 28.5%

2011

Among the 25 Largest US Metro Areas

Percent with Bachelor's Degree

or Higher

Source: Census; American Community

Survey, 2011 1-Year Estimates

Rank Metro Area %

1 Washington D.C. 22.9%

2 Boston 19.0%

3 San Francisco 17.4%

4 Baltimore 15.1%

5 New York 14.9%

United States 10.6%

Source: Census; American Community

Survey, 2011 1-Year Estimates

2011

Among the 25 Largest US Metro Areas

Percent with Graduate or

Professional Degree

The Baltimore-Washington, D.C. corridor is the most densely concentrated region in the country

for Information Technology professionals. The region is second only to the New York CSA for

total number employed in IT occupations.

Information Technology is a growing field for rising professionals of Greater Baltimore: between

2005 and 2010, Greater Baltimore colleges and universities conferred over 24,000 Information

Technology degrees. In 2010, over 17,000 students were enrolled in Information Technology

programs.

Rank CSA LQ

Washington, D.C. MSA 2.78

1 Washington-Baltimore 2.35

2 San Francisco-San Jose 2.26

3 Austin MSA 2.19

4 Seattle 2.08

5 Raleigh-Durham 1.97

6 Denver 1.67

7 Boston 1.65

8 Minneapolis 1.45

Baltimore MSA 1.45

9 Dallas 1.36

10 Atlanta 1.35

11 Sacramento 1.30

12 San Diego MSA 1.26

13 Phoenix MSA 1.17

14 New York 1.13

15 Portland MSA 1.11

16 Detroit 1.03

17 Philadelphia 1.01

US Average 1.00

18 Tampa MSA 0.98

19 Chicago 0.96

20 Los Angeles 0.92

21 Miami MSA 0.77

Source: Economic Alliance assesment using Bureau of

Labor Statistics, Occupational Employment Statistics,

May 2011

Note: CSA data is not available; figures are derived

by adding core MSA components for each CSA.

IT Occupations 2011

Employment Concentration

Rank CSA

IT

Employment

1 New York 319,540

2 Washington-Baltimore 294,900

Washington, D.C. MSA 239,610

3 San Francisco-San Jose 219,260

4 Los Angeles 183,240

5 Boston 164,980

6 Chicago 123,730

7 Dallas 120,120

8 Seattle 115,080

9 Atlanta 93,560

10 Minneapolis 78,990

11 Denver 71,830

12 Detroit 64,230

13 Philadelphia 61,720

14 Phoenix MSA 59,560

Baltimore MSA 54,650

15 Austin MSA 51,790

16 Miami MSA 50,200

17 San Diego MSA 46,700

18 Raleigh-Durham 45,580

19 Sacramento 32,940

20 Portland MSA 32,570

21 Tampa MSA 32,270

Total Employment

IT Occupations 2011

Source: Economic Alliance assesment using Bureau of

Labor Statistics, Occupational Employment Statistics, May

2011

Note: CSA data is not available; figures are derived by

adding core MSA components for each CSA.

The Washington-Baltimore CSA conferred more than 5,300 computer and information sciences

bachelor’s degrees (or higher) in 2005. Both Baltimore and Washington rank among the top 10 US

regions in this category. Two universities ranked among US leaders in research and development

expenditures in computer science are located in Baltimore.

Opportunity

Baltimore has a history of fostering inventive ideas and acting as a test market for new products.

Beta testing is a time-honored tradition in the diverse Baltimore region. Pilot programs launched in

the area reach people of different cultures, socioeconomic levels, geographies, languages, and

educational backgrounds. The varied population makes for a valuable test market, as

innovators have the opportunity to see the value and effectiveness of their product to a number of

market segments. Highly successful pilot programs run in Baltimore include analog cellular,

cellular/PCS, and wireless data service.

EdTech startups can benefit from the schools across the region as well. While some counties excel

in producing prepared graduates, some districts have recognized challenges in maintaining student

engagement and graduating well-qualified students. Educators in these districts are actively

seeking a solution to achieve their goals, and many hope to utilize technology to inspire students.

An EdTech entrepreneur would not only have access to world-class universities and outstanding

public schools, but would also be able to gauge the effectiveness of their product in markets that

most need a new solution to educating youth in addition to making a positive impact on students.

Rank Institution

Dollars,

thousands

1 USC $93,042

2 Carnegie Mellon U $89,094

3 U Illinois $86,282

4 Johns Hopkins U $71,800

5 Georgia Tech $66,248

6 Penn State $56,880

7 U Texas $50,454

8 MIT $46,566

9 U Tennessee $45,602

10 U California $44,769

11 UMD College Park $31,736

Top Universities

R&D Expenditures, Computer Science

2009

Source: Survey of Research and

Development Expenditures at Universities

and Colleges, 2009 (most recent as of

2012), National Science Foundation

US # Degrees

Rank Metro Area Conferred

1 New York 3,953

2 Washington, DC 3,730

3 Chicago 3,067

4 Los Angeles 2,159

5 Atlanta 1,883

6 Boston 1,756

7 Baltimore 1,652

8 Pittsburgh 1,425

9 Philadelphia 1,350

10 Santa Ana-Anaheim 1,218

Source: Atlanta Regional Consortium for

Higher Education 2007 (most recent as of

2012)

Computer and Information

Bachelor's and Higher

2005

Already home to a strong technology cluster, Baltimore offers incubator and accelerator

programs to entrepreneurs looking to start a tech-based business. The Emerging Technology

Center (ETC) is the original incubator in Greater Baltimore and focuses exclusively on technology

startups. Betamore is an incubator and educational facility for technology startups.

AccelerateBaltimore helps entrepreneurs bring their technology to market.

A number of organizations and events in the region encourage Education Technology

innovation and development. The goal of these organizations is to inspire new startups in this

new industry.

The Digital Harbor Foundation (DHF) encourages the adoption of Education Technology through

local and global education initiatives. By fostering a community of innovation and entrepreneurship

in students, DHF seeks to create an ecosystem in which local EdTech startups provide inspiration

for future startups. DHF is also committed to ending digital inequity in an effort to close the

achievement gap and empowering teachers with technology to be leaders in education relevant to

the evolving demands of the modern workforce. As an advocate for the increased use of technology

in the classroom, DHF helps make Greater Baltimore an ideal place to create and to implement new

classroom technology. The EdTech Link program launched by DHF helps teachers learn new

technologies to incorporate into their classrooms and helps to foster relationships between

entrepreneurs and the educators whose problems they are trying to solve. Technology-literate

educators in the region can provide clear insight on changing needs in the classroom to innovators

who want to disrupt the traditional classroom environment.

Education Hack Day is a two-day event where software developers and designers take ideas from

local teachers and administrators and build applications that provide practical solutions for

education-related problems. Final products are demoed and graded, and winners are given help

generating startups. The goal of the competition is not only to solve classroom problems, but to

generate sustainable product companies in Greater Baltimore.

A number of MeetUp groups have been organized around the region have a specific technology and

entrepreneurship focus. Some, like Digital Harbor Foundation’s EdTech Link, look to specifically

encourage a mixture of technology and education.

The Future of Education Technology

Projected Growth

Education expenditures in the US in 2012 reached over $1.43 billion, and are expected to climb to

$1.8 billion in 2017 (GSV, 2012). The US eLearning market, worth $32.5 billion in 2012, is

expected to grow 15% in the next five years to $65.6 billion. This expansion is led by K-12

eLearning, a $5.4 billion market projected to grow 20% to $13.4 billion, and Higher Ed eLearning,

worth $17.4 billion now and a 2017 projected value of $39.8 billion (18% growth rate).

96% of teachers and 92% of parents believe that schools’ integration of technology into teaching

and learning is important to the education of students. 82% of teachers and 71% of parents believe

a greater use of technology would be helpful in connecting learning inside and outside the

classroom. There is substantial opportunity in this growing market moving forward: 96% of

teachers and 86% of parents think technology in the classroom will become more important in the

next ten years than it is now (Hart Research Associates for LEAD Commission, 2012). With the

prevailing notion that technology is indispensable to the education of current and future students,

the EdTech industry will grow to meet the desires of educators and parents.

Trends

The Education Technology industry is pushing all education into an era of unprecedented

personalization (EdSurge). The most exciting change associated with EdTech is adaptive learning.

As students use learning programs, the programs adjust based on student behavior to best tailor

the presentation of information to that specific student’s needs and learning style. The numerous

individualized pathways possible with EdTech have excited teachers since technology was

introduced to the classroom. That interest in reaching, motivating, and educating every student

possible has also invigorated entrepreneurs.

Education Technology will lead a change in schools and push students to solve real-world

problems. By providing a cost-effective means to simulate the world as it is, EdTech gives students

the opportunity to apply knowledge and learning to practical examples. EdTech startups will have

to meet the needs of educators and students inside and outside of the classroom and offer

innovative ways to blur the line between work and schoolwork.

For Greater Baltimore, and the Baltimore-Washington corridor to continue thriving as a technology

innovation hub and a central location for EdTech expansion, two things are necessary. First, the

region needs serial entrepreneurs that choose to reinvest time and money created in previous

successful ventures into new ones. Spin-offs and a reinvestment of resources are important to

creating a sustainable entrepreneurial economy. Fortunately, Baltimore has seen a recent

emergence of serial entrepreneurs and re-investors. This first wave of entrepreneurs dedicated to

innovation spurs the second great need of the region being a healthy startup ecosystem. Greater

Baltimore is seeing this ecosystem in its earliest stages begin to develop along with its serial

entrepreneurs. As these two connected and important pieces to a strong technology market further

materialize, EdTech and the technology industry in Greater Baltimore will continue to grow and

prosper.

Position of the Economic Alliance

The Economic Alliance of Greater Baltimore (EAGB) recognizes the need to shift to new education

standards in the face of changing industry needs. As the workplace becomes increasingly reliant on

science, technology, engineering, and mathematics disciplines for success in the New Economy, it is

imperative that the Greater Baltimore region provides its future innovators with relevant tools and

abilities to prosper.

To fulfill its mission to facilitate growth and foster economic development, EAGB is in support of the

growth of education technology both as a teaching instrument and a productive industry. Examples

of our commitment to Education Technology include:

Event and program sponsorship, internship referrals and professional staff support of

Digital Harbor High School and the Digital Harbor Foundation. This innovative,

technology-focused high school in Baltimore City prepares students for college through

rigorous English, mathematics, science, social studies, world and classical languages, health,

physical education, fine arts and technology curriculum;

Sponsorship and marketing for Betamore. This new technology accelerator project in

Baltimore City, including office and classroom space, was leased by serial technology

investors and entrepreneurs to stimulate the growth of technology-based startup

companies through business collaboration, incubation and mentorship programming.

Betamore also offers education and training programs to the community in an effort to

bridge the gap between the offerings of a traditional liberal arts education and the skills for

the twenty-first century jobs being created throughout the Baltimore region;

Hosting an executive mission to New York City. EAGB hosted a delegation of seventeen

regional executives and higher education leaders to learn more about education technology

and ecosystem development initiatives taking place in New York’s thriving innovation

community. Strategic visits were arranged with major employers, venture capitalists, local

government and education officials, leading entrepreneurs and growth companies;

Leading an effort to enhance awareness and opportunities with a Baltimore Regional

Education Technology Initiative. In October 2012, EAGB issued a report showcasing

Greater Baltimore as a hub for the developing education technology industry, where a

combination of learning, collaboration and innovation-based business creation services are

offered across a variety of technology-related disciplines; and,

Commissioning a study by Battelle Technology Practice to discern the educational and

workforce development needs of Aberdeen Proving Ground (APG) from the higher

education community. EAGB was awarded U.S. OEA funding to help complete the study,

entitled Accelerating Talent Development and Research & Development Partnerships at

Aberdeen Proving Ground. Particular focus will be paid to R&D partnership opportunities,

current and future workforce skills development, and value to establish a business case for

location of State and/or private University programs and resources in the APG community.

Education technology is important to the future of Greater Baltimore and the United States. EAGB

supports and promotes the growth of education technology in the classroom and amongst the

development, innovation and entrepreneurial communities.

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