Product Strategy
Product-led growth that powered adoption across thousands of public schools
Everyday Speech is a subscription-based digital textbook for the classroom.
Everyday Speech is an all-in-one platform that teaches Social Emotional Learning through videos, worksheets and online games.
I joined the fully bootstrapped company in 2018, before the first product release.
My early-stage product strategy led to sustainable growth and strong subscription revenue in the special education market.
“Mo deeply empathizes with customers, almost knowing what they need more than they do.”
— Cal Brunell, Co Founder & CEO
Lean development strategies to scale a bootstrapped business.
We started as a specialized program for Speech Language Pathologists working with students on the autism spectrum.
Within the first year, the app became a go-to tool for thousands of Speech Language Pathologists based on its comprehensive materials and ease of use.
As Director of Product, I owned our roadmap as we built out a step-by-step digital curriculum and robust tools for navigating to new content.
Results that speak for themselves.
50+
team members
$8.7m
in ARR (2023)
15,000
monthly active users
4,500
schools across the world
Growth driven by a beloved product experience.
72
Overall Product NPS
⭐⭐⭐⭐⭐
iOS App with 4.8/5 stars
(450+ reviews)
Exceptional free trial conversion rates due to delivery of value to users quickly and consistently.
Therapists and teachers often have just a few minutes to plan for a lesson. An intuitive onboarding process demonstrated value during the user’s first minutes and weeks on the platform.
Expanding to a wider addressable market.
Based on user interviews, market trends and in-app analytics, I helped drive product changes for new general education use cases.
Individual special education teachers paying with a credit card (via free trial)
Entire public school systems paying with a multi-year purchase order
General Education & District-wide Adoption
SLPs & Special Education
“Insightful, driven and pragmatic. Mo is masterful at seeing around blindspots and developing strategies that create the greatest impact.”
— Neil Diguangco, Director of Marketing
Building business tools that powered growth.
My department built tools that allowed thousands of individual subscriptions to seamlessly move to enterprise customers. An internal portal allowed district administrators to manage the accounts of teachers across multiple subscription types.
Using product-led growth principles, the app natively encouraged expansion between teachers and within school districts. Paired with new admin tools to manage subscriptions, the product became its own self-serve distribution vehicle.
“Mo and his team have created an intuitive and user-friendly portal that requires little to no training, unlike the industry's often complex, confusing systems.”
— Bryan Priem, Director of Customer Experience
Purposeful app design to allow for broader adoption.
Distinct curriculum and lesson views for each use case allowed the app to serve different teaching needs, while a cohesive design system made it easy for a single educator to expand their usage across multiple curricula.
Close collaboration with clinical and education leaders ensured the materials translated across student and teacher needs. Some materials could serve multiple student types while many others needed to be hidden or reframed for specific use cases.