School Choice Consulting & ESA Strategy
Most education companies fail in school choice markets for one reason:
They don't understand how families actually choose.
Direct experience working inside microschool, homeschool, and ESA-funded education ecosystems nationwide.
Book an Intro Call
The Challenge
Most education companies don't struggle because their product is weak
They struggle because they don't understand the school choice ecosystem
The traditional K-12 market follows predictable patterns. School choice doesn't. Families making decisions with ESA funds think differently, research differently, and buy differently than district administrators.
I help companies navigate ESA programs, ESA vendor platforms, and the homeschool and microschool market strategy nationwide—turning complexity into clear pathways for growth.
The Fastest Growing Segment of Education
ESA Expansion
ESA programs expanding nationwide with new states launching every year
Direct Funding
Billions of dollars flowing directly to families who control purchasing decisions
Rapid Growth
Microschools and hybrid homeschooling communities multiplying across every region
New Dynamics
Companies struggling to understand how families actually choose providers in this ecosystem
Common Barriers
Where Companies Get Stuck
Most education companies approach school choice markets with strategies built for traditional channels. The result? Stalled growth, confused messaging, and missed opportunities.
Vendor Approval Complexity
Vendor approval processes vary dramatically by state, with different requirements, timelines, and compliance standards that catch companies off guard
Platform Navigation
ESA platforms are complex digital ecosystems with unique listing requirements, family search behaviors, and visibility algorithms
Marketing Disconnect
Marketing messages that work for schools don't resonate with families making autonomous education decisions with their own funds
Community Access
Lack of authentic relationships in homeschool and microschool communities where word-of-mouth drives adoption
How I Help
01
Vendor Approval Strategy
Design vendor approval strategies that reduce timelines and prevent common compliance delays
02
ESA Platform Navigation
Optimize listings and visibility on vendor platforms families actually use
03
Market Entry Planning
Develop clear go-to-market strategies for alternative education segments
04
Microschool and Homeschool Partnerships
Build authentic relationships with community leaders and organizations
05
Family Adoption Strategy
Create messaging and positioning that resonates with parent decision-makers
What Clients Gain
Faster vendor approvals
Clear positioning for family-direct markets
Reduced time to traction in ESA states
Partnership pathways with microschools and co-ops
Who This Is NOT For
Organizations still exploring product-market fit
Companies not planning to enter ESA or school choice markets in the next 6–12 months
What Sets This Work Apart
Built Inside the Ecosystem
Unlike consultants who study this space from the outside, I've built and operated learning programs, worked inside nonprofit education initiatives, and supported founders launching schools across the country.
Experience running and supporting microschools at the operational level
Direct relationships with homeschool communities and co-op leaders nationwide
Program design and operational leadership experience in alternative education
Deep understanding of ESA vendor systems from multiple state perspectives
Who I Work With
Alternative Ed/Tutoring Companies
Expanding into ESA-funded markets and building family-direct channels
Edtech Platforms
Navigating vendor approvals and positioning for homeschool adoption
Curriculum Providers
Entering alternative education markets and microschool partnerships
Microschool Networks
Scaling operations and building sustainable vendor partnerships
Investment Options
Ways to Work Together
Strategy Session
60-minute focused session providing guidance and clear next steps for your specific market entry or growth challenge
$375
Strategy Intensive
Half-day (3.5hr) deep dive into your market opportunity with comprehensive action plan and implementation roadmap
Starting at $1,500

Custom consulting and retainers available after initial strategy engagement.
About Heather
Heather Miniello is an education strategist and program builder with deep experience inside homeschool, microschool, and hybrid learning communities. Heather has worked directly with homeschool families, microschool founders, and education organizations nationwide, giving her a rare inside view of how the school choice market actually operates.
Unlike consultants who study this space from the outside, Heather has built and operated learning programs, worked inside nonprofit education initiatives, and supported founders launching schools across the country. Her work focuses on helping companies successfully enter and grow in the rapidly expanding school choice market.
Entering the school choice market? Let's talk.
The school choice ecosystem is growing fast, but most companies approach it with outdated strategies. Whether you're navigating vendor approvals, building partnerships, or positioning for family adoption, a strategy conversation can save months of trial and error.
60
Minutes
To get clarity on your path forward