María Victoria Marshall, founder of Compumat S.A, developed math learning software calledE-mat. The software is using entertainment to engage students in a virtual learningcommunity to practice their skills. The number of school (private and public) is nearly 11.000in Chile with their 1.9 million students are becoming the potential market. The software wasfirst sold in 2006, by June 2009 nearly 13.000 students in 85 schools in Chile were using it.
To help Chilean students between 8 and 14 years old to learn math on line at their own speedto improve their performance
The company has not reached the breakeven point after five years of commercialoperation with the challenge in Cultural barriers in adoption new educational softwareand teaching methodologies are imposed by teachers who:
Recent external services
Afraid of new technologies and innovatiove teaching methods
Unwilling to adopt change in their teaching methods
Change the way students study math is needed in order for Chili to develop.
Innovation in entrepreneurship is about a change to make meaning as anopportunity helping lots of people, doing what is right and paying back society toimprove the quality of life (Bessant and Tidd, 2011).2.
Marshall has doubts about where to focus in terms of profitability and competitiveadvantage.
Good positioning targeted the intended customer as it communicated the messageof the product ability to solve the problem and differentiate it (Kawasaki, 2004).3.
Compumat has not yet developed appropriate distribution channels for its software, norhas it advertised its products.
Partnership should benefit and enhance both parties, only if it specifies what eachpartners do and when (Kawasaki, 2004).4.
Marshall estimated that three to four visits and meetings are needed before a school signsannual contract.
“Mass” markets and “niche” markets require different approaches, while