Adoption states and open territory states are not the same market. Companies that treat them identically waste years and millions finding that out.
One of the first conversations we have with international companies entering the U.S. is about state structure. They look at California, 39 million people, over $142 billion in K-12 funding annually, and they want to start there. It makes intuitive sense. It is the biggest market. Go where the money is.
And then we explain how California actually works, and the conversation changes.
The U.S. is divided into what the industry calls adoption states and open territory states. Understanding this distinction is not background context, it is the single most important structural factor that should inform where you enter, in what order, and how you staff your initial go-to-market effort.
