ThinkCERCA Company Profile

Background

Overview

ThinkCERCA is a Chicago-based education technology company specializing in personalized literacy solutions for students in grades 3 through 12. Founded in 2012 by Eileen Murphy Buckley, a former English teacher and Director of Curriculum for Chicago Public Schools, the company aims to equip students with critical thinking skills through close reading and academic writing across various subjects.

Mission and Vision

ThinkCERCA's mission is to provide educators with the tools and content necessary to differentiate critical thinking instruction, thereby preparing students for college and career readiness. The company's vision centers on fostering equitable access to quality education by empowering teachers and students with research-based literacy frameworks.

Industry Significance

In the evolving landscape of education technology, ThinkCERCA stands out by integrating literacy instruction with critical thinking development. Its platform has been recognized for its effectiveness, with studies indicating that students using ThinkCERCA can achieve an average of two years of reading growth annually.

Key Strategic Focus

Core Objectives

ThinkCERCA focuses on enhancing students' critical thinking and literacy skills through personalized, curriculum-embedded instruction. The platform is designed to support educators in delivering differentiated lessons that cater to diverse learning needs.

Areas of Specialization

The company specializes in:

• Close Reading and Academic Writing: Guiding students through the analysis of complex texts and the construction of cohesive arguments.

• Cross-Disciplinary Literacy: Integrating literacy instruction across subjects such as English, science, and social studies.

Key Technologies Utilized

ThinkCERCA employs a research-based framework known as CERCA (Claim, Evidence, Reasoning, Counterargument, Audience) to teach critical thinking. The platform also incorporates AI-driven automated feedback mechanisms to provide real-time, personalized guidance on student writing.

Primary Markets Targeted

The primary markets for ThinkCERCA include K-12 educational institutions across the United States, with a particular emphasis on districts seeking to improve literacy outcomes and critical thinking skills among students.

Financials and Funding

Funding History

Since its inception, ThinkCERCA has secured a total of $14.8 million in funding. Notable funding rounds include:

• Series A (March 2015): $3.2 million led by the Follett Knowledge Fund.

• Series B (September 2017): $10.1 million to expand personalized literacy tools and lessons.

Notable Investors

Investors include the Follett Knowledge Fund, Valhalla Charitable Foundation, TAL Education Group, and prominent individuals such as Scott Cook (founder of Intuit) and Deborah Quazzo (founder of GSV Acceleration).

Utilization of Capital

The capital raised has been directed towards:

• Developing new interactive lessons and tools.

• Expanding the curriculum to include 7,000 new lessons.

• Enhancing differentiation offerings to meet diverse learner needs.

Pipeline Development

Key Pipeline Candidates

ThinkCERCA's development pipeline includes:

• AI-Powered Automated Feedback: Launched in March 2024, this feature provides real-time, personalized feedback on student writing.

• Expanded Lesson Offerings: Plans to introduce 7,000 new lessons focusing on critical literacy skills across subjects.

Stages of Development

The AI-powered feedback system has been implemented, while the expanded lesson offerings are in various stages of development and rollout.

Target Conditions

These developments aim to address:

• Enhancing students' critical thinking and writing skills.

• Providing educators with tools for personalized instruction.

Timelines for Milestones

The AI-powered feedback was launched in March 2024. The rollout of the new lessons is planned over the next 12 to 18 months from September 2017.

Technological Platform and Innovation

Proprietary Technologies

ThinkCERCA's platform is built upon the CERCA framework, a proprietary method for teaching critical thinking through reading and writing.

Significant Scientific Methods

The platform utilizes research-backed methodologies, including:

• Close Reading Techniques: Encouraging deep analysis of texts.

• Argumentative Writing Structures: Guiding students in constructing well-reasoned arguments.

AI-Driven Capabilities

The AI-powered automated feedback system provides:

• Immediate, personalized feedback on student writing.

• Continuous feedback as students revise their work.

• Opportunities for students to rate feedback, optimizing the tool's effectiveness.

Leadership Team

Eileen Murphy Buckley – Founder and CEO

Eileen Murphy Buckley brings extensive experience from her tenure as an English teacher and Director of Curriculum for Chicago Public Schools. Under her leadership, ThinkCERCA has developed into a recognized leader in personalized literacy education.

Leadership Changes

As of the latest available information, there have been no significant recent changes in ThinkCERCA's leadership team.

Competitor Profile

Market Insights and Dynamics

The education technology market is experiencing significant growth, driven by the increasing demand for personalized learning solutions and digital literacy tools. ThinkCERCA operates within this dynamic landscape, focusing on enhancing critical thinking and literacy skills among K-12 students.

Competitor Analysis

Key competitors include:

• Clever, Inc.: Provides a platform for digital learning in K-12 schools, offering identity, access, security, and classroom engagement tools.

• EdSurge: An independent education technology information resource and community, offering news, research, jobs, products, and events.

• SmartLab Learning: Offers project-based learning solutions with a STEM focus, engaging students in hands-on experiences.

These competitors focus on various aspects of educational technology, from digital learning platforms to STEM education, contributing to a diverse and competitive market landscape.

Strategic Collaborations and Partnerships

Follett Corporation

In March 2015, ThinkCERCA partnered with Follett Corporation to expand access to its literacy platform, enhancing the reach and impact of its educational resources.

NWEA

In March 2022, ThinkCERCA collaborated with NWEA to develop tools that align with NWEA's MAP assessments, facilitating personalized instruction based on student performance data.

Operational Insights

Strategic Considerations

ThinkCERCA's focus on integrating critical thinking with literacy instruction positions it uniquely in the education technology market. Its emphasis on research-based frameworks and personalized learning differentiates it from competitors.

Market Position

With a strong presence in K-12 education, ThinkCERCA has established itself as a leader in personalized literacy solutions, evidenced by its partnerships and proven impact on student outcomes.

Competitive Advantages

Key differentiators include:

• Research-Based Framework: The CERCA model provides a structured approach to teaching critical thinking.

• AI-Driven Feedback: Real-time, personalized feedback enhances the learning experience.

• Cross-Disciplinary Application: The platform's versatility across subjects broadens its applicability.

Strategic Opportunities and Future Directions

Strategic Roadmap

ThinkCERCA plans to:

• Continue expanding its lesson offerings to cover a broader range of skills and subjects.

• Enhance AI capabilities to provide more nuanced and effective feedback.

• Strengthen partnerships to increase adoption and integration within educational institutions.