MyFamily.com: Strategic Analysis of Educational Market

Company Background

With the stated mission of being "the #1 trusted source for top-quality products that connect and strengthen families," MyFamily.com, Inc. has been in the business of family history for approximately 20 years. Beginning as a publisher of genealogy-related books, the company has since become the leading online subscription business and network for connecting families. To grow its business, two primary methods are utilized: adding genealogical records and increasing distribution channels. The engagement in question dealt with the latter option.

Project Summary

The objective of this engagement was to perform an independent analysis of the strategy of using the education market as a new distribution channel for MyFamily.com. In addition to some detailed preliminary data gathering, many teachers from all over the country participated in an online survey pertaining to the teaching of family history in public schools. From the findings, it was learned that family history is not a mainstream subject found in school curricula throughout the country; however, a surprisingly high level of interest exists in receiving free materials to facilitate the teaching of family history in the classroom. Also, very few teachers are aware of commercially generated materials being used to teach family history. Finally, when family history is taught in schools, it usually involves a single assignment. Given the lack of an established distribution channel for family history teaching materials, as well as the absence of any specific curriculum standards on the subject, a top-down approach to integrating family history into the nation's schools was not recommended to MyFamily.com. Nevertheless, a significant number of teachers are interested in receiving free materials to help them teach family history in the classroom. Thus, MyFamily.com should develop a free web resource offering lesson plans and ideas, printable forms, and family record search capabilities for various age groups. A grassroots marketing approach would be the most effective method of marketing this free online resource to teachers due to the apparent lack of any established distribution channel and required curriculum standards.

Team Members

Corinne Anderson, MAcc student

Brian Stucki, MAcc student

Jackson Stephens, MISM student

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• Rollins Center for eBusiness
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