Market focus
Reading assessments are vital instruments in today's educational landscape. Teachers, administrators and school boards are under pressure to ensure that students are at or above level for reading comprehension among other standards. PM Benchmark is used extensively in Canada and throughout the world.
Reading assessment helps us understand the strengths and needs of each of our students. Although all reading assessments should share this purpose, the manner in which individual assessments provide information and the manner in which we use the particular assessment information are varied.
Reading assessment helps us understand the strengths and needs of each of our students. Although all reading assessments should share this purpose, the manner in which individual assessments provide information and the manner in which we use the particular assessment information are varied.
VENTURE ANALYSIS
CUBE FRAMEWORK
Type of Market
The market for PM Benchmark + is the K-4 education sector. Whether part of the public school system or private schools, the opportunities in primary education are vast, and their focus on reading assessments (and the accompanying materials) will continue to grow their business. Type of Offering PM Benchmark + is (in principle) a content provider, developing focused, leveled reading materials, tailored to specific K-4 audiences which are licensed and available to schools around the globe. Working closely with educators and assessment groups PM Benchmark + offers students, parents, teachers, administrators and school boards analytical data based on students' engagement, comprehension and understanding of the material. |
Who is the Buyer?
PM Benchmark + is a school/school board solution. Private schools or school boards would be interested in the product to ensure that they had accurate analytical data on their students. PM Benchmark + provides learners with updated printed content in the form of leveled readers and interactive online assessment, eliminating the need for lost teacher time conducting running records and reading assessments. Global Market The international market for reading assessment is massive. The global K-12 testing and assessment market is forecasted to grow at a CAGR of 8.19% during the period 2018-2022. Reading assessment is critical to the education landscape as they measure cognitive reading strategies and skills, motivation for reading, social uses of reading, and independence in reading. |
Market Status
The market for reading assessments increases exponentially along with the increased population growth and additional schools. As the use of technology and the infrastructure in schools increases the availability/affordability of adaptive technologies will continue to drive the market and extend the influence of these types of products. Most school districts in Ontario use either DRA or PM Benchmarks for students in the primary grades so this product will build on an existing client base that should be pleased with the effort to simplify the assessments using this new product. |
Competition
Reading assessments tools are already part of a competitive educational marketplace. The addition of adaptive learning software in this field will only increase the demand and the potential for schools and school boards. While PM Benchmark has already established themselves as one of the big players they are certainly not alone in terms of reading assessment providers. - DRA (Developmental Reading Assessment) The DRA test is traditionally administered on an annual or semi-annual basis. The test measures nine categories of reading behavior and six types of errors. It was developed in 1986 (and revised in both 2000 and 2003) by a committee of educators and is intended to evaluate certain aspects of children’s reading levels. Tasks measured by the DRA test are divided into several skill sets. Rhyming, alliteration, segmentation, and phonemic awareness are tested in the phonemic awareness section. Letter naming, word-list reading, spelling, decoding, analogies, structural analysis, and syllabication are tested in the alphabetic principle/phonics portions. Oral reading fluency or words per minute for contextual reading are tested under fluency. Vocabulary, comprehension, and reading engagement skills are also measured in the test. - Fountas & Pinnell Benchmark Assessment System The Fountas & Pinnell Benchmark Assessment Systems (BAS) assessments are conducted one-on-one. In Part 1 of the assessment, the student reads aloud and talks about the system’s original, precisely leveled fiction and nonfiction books, while the teacher observes and notes the reader’s behaviors on carefully constructed forms. In Part 2, the teacher conducts a revealing Comprehension Conversation. Optional Part 3 uses a Writing About Reading prompt to elicit response to the text. - Lexile Framework for Reading An estimated 35 million children in the United States, including more than half of all elementary students, receive Lexile measures from national, state and local tests. More than 100 million books, articles and websites have received Lexile text measures. Materials receive text measures based on factors like their vocabulary and complexity. For example, the first Harry Potter book measures 880L, so it has a Lexile text measure of 880L. Using the Lexile reader measure and the Lexile text measure together is what makes Lexile measures different from any other reading score. Lexile measures can be used to engage children in reading materials that accelerate their skills, or, for advanced readers, find materials that offer more challenge but are also age-appropriate. |
references
Lillis, Scott (2018-2019). Images. All students photographed with permission.
About Lexile Measures for Reading. Lexile Framework for Reading. Retrieved from:
https://lexile.com/parents-students/understanding-your-lexile-measure/lexile-measures-reading/
Benchmark Assessment System. Fountas & Pinnell Literacy. Retreived from: https://www.fountasandpinnell.com/bas/
MetaMetrics (2019 April 23). Learning A-Z adds Lexile Measures from MetaMetrics to Thousands of Leveled Resources for Learning. Retrieved from: https://metametricsinc.com/about-us/news/learning-a-z-adds-lexile-measures-from-metametrics-to-thousands-of-leveled-resources-for-learning/
Report Buyer. The global K-12 testing and assessment market is forecasted to grow at a CAGR of 8.19% during the period 2018-2022. PR Newswire. Retrieved from: https://www.prnewswire.com/news-releases/the-global-k-12-testing-and-assessment-market-is-forecasted-to-grow-at-a-cagr-of-819-during-the-period-2018-2022-300582728.html
Scholastic Parents Staff. Understanding Your Child's DRA Reading Level. Scholastic. Retrieved from:
https://www.scholastic.com/parents/books-and-reading/reading-resources/book-selection-tips/assess-dra-reading-levels.html
About Lexile Measures for Reading. Lexile Framework for Reading. Retrieved from:
https://lexile.com/parents-students/understanding-your-lexile-measure/lexile-measures-reading/
Benchmark Assessment System. Fountas & Pinnell Literacy. Retreived from: https://www.fountasandpinnell.com/bas/
MetaMetrics (2019 April 23). Learning A-Z adds Lexile Measures from MetaMetrics to Thousands of Leveled Resources for Learning. Retrieved from: https://metametricsinc.com/about-us/news/learning-a-z-adds-lexile-measures-from-metametrics-to-thousands-of-leveled-resources-for-learning/
Report Buyer. The global K-12 testing and assessment market is forecasted to grow at a CAGR of 8.19% during the period 2018-2022. PR Newswire. Retrieved from: https://www.prnewswire.com/news-releases/the-global-k-12-testing-and-assessment-market-is-forecasted-to-grow-at-a-cagr-of-819-during-the-period-2018-2022-300582728.html
Scholastic Parents Staff. Understanding Your Child's DRA Reading Level. Scholastic. Retrieved from:
https://www.scholastic.com/parents/books-and-reading/reading-resources/book-selection-tips/assess-dra-reading-levels.html