FAMILIES ON THE NEW FRONTIER - MAPPING AND MEETING THE GROWING DEMAND FOR UNCONVENTIONAL SCHOOLING

Oct 15, 2026

Uploaded by Rhys

Seismic shifts are reshaping K–12 education across the US, with public districts losing more than a million students since 2020 while microschools and hybrid homeschooling grow rapidly. The paper explains these changes using the Jobs to Be Done framework, drawing on interviews with parents who recently moved children to microschools. Three core Jobs are identified: seeking voice and values alignment, restoring children’s safety and love of learning, and balancing learning beyond academic milestones. It translates findings into a strategic playbook for founders to align programs, improve experiences and engagement, and adapt as families’ Jobs evolve.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages23

Reading Time58 min

AccessFree to download

Executive Summary

Introduction

Part 1: Why do families switch schools?

What are Jobs to Be Done?

What Jobs to Be Done cause families to pick new learning environments?

Part 2: How do I better serve the families who participate in my program?

Interview families to uncover the nuances of their Jobs

Decide what your program can and can't offer

Recognize when families need a new option

Part 3: How do I attract new families to my program?

Look for families using workarounds

Find families in their moments of struggle

Address families' anxieties

Connect with families in times of transition

Conclusion

Appendix

Notes

Acknowledgments

About the organizations, About the author

FAMILIES ON THE NEW FRONTIER: MAPPING AND MEETING THE GROWING DEMAND FOR UNCONVENTIONAL SCHOOLING BY THOMAS ARNETT, IN PARTNERSHIP WITH VELA AND THE REWIRED GROUP JANUARY 2024 TABLE OF CONTENTS Executive Summary 3 Introduction 4 Part 1: Why do families switch schools? 5 What are Jobs to Be Done? 5 What Jobs to Be Done cause families to pick new learning environments? 6 Part 2: How do I better serve the families who participate in my program? 10 Interview families to uncover the nuances of their Jobs 10 Decide what your program can and can't offer 11 Recognize when families need a new option 11 Part 3: How do I attract new families to my program? 14 Look for families using workarounds 15 Find families in their moments of struggle 15 Address families' anxieties 16 Connect with families in times of transition 16 Conclusion 18 Appendix 19 Notes 20 Acknowledgments 21 About the organizations, About the author 22 C HR IST E NS E N INST IT UT E : FA MI L I ES A ND MI C RO S C H O O L S 2 EXECUTIVE SUMMARY Seismic shifts are shaking the landscape of K–12 education. Public school districts across the US have lost over a million students since 2020. Meanwhile, novel educational models—such as microschools and hybrid homeschooling—have more than doubled their enrollments. This paper explores what’s driving families to seek these new learning environments by utilizing a theory and methodology called Jobs to Be Done. According to the theory underpinning Jobs to Be Done, people adopt new solutions—such as microschools—when struggling moments in their lives cause them to seek new ways to make progress in the face of those struggles. Through interviews with parents who recently moved their children to microschools, this research uncovered three Jobs to Be Done driving families’ decisions: • Job 1: When I disagree with decisions at my child’s school and I’m feeling unheard, help me find an alternative that will honor my perspective and values. • Job 2: When my child is unhappy, unsafe, or struggling at school, help me find an environment where they can regain their love for learning. • Job 3: When my child’s school is too focused on academic milestonesand neglects other forms of learning, help me find a balanced educational experience for my child. The growing popularity of microschools hinges on their ability to understand and address the Jobs to Be Done of the families they serve. This paper provides a strategic playbook for microschool founders to help them understand and then align their programs with families’“Jobs.” In it you will find: • Strategies to more clearly align your program’s vision, mission, and philosophy • Ideas to improve your program’s learning experiences, marketing, and family engagement practices • Suggestions for navigating the challenges that arise when families’Jobs change As the educational landscape continues to evolve, the insights in this paper have the potential to empower new educational models with the understanding and tools to successfully navigate these changes. Ultimately, the more programs strive to address the struggles that define families’ Jobs to Be Done, the more the overall educational landscape will support the desired progress of students and their families. (The stories throughout this report are fictionalized amalgamations of themes found in our interviews.) The insights in this paper have the potential to empower new educational models with the understanding and tools to successfully navigate education's changing landscape. C HR IST E NS E N INST IT UT E : FA MI L I ES A ND MI C RO S C H O O L S 3 INTRODUCTION The COVID-19 pandemic was a period of unprecedented challenges for many educators. But for Aisha, it also presented an unexpected opportunity. As a 5th-grade teacher, she had always felt stifled by school and district policies and expectations that kept her from really offering her students the

FAQs

What educational trends does the report describe?

It highlights declines in US public school enrollment since 2020 and rapid growth in alternative models such as microschools and hybrid homeschooling, which together have more than doubled enrollments.

How does the report use the Jobs to Be Done framework?

It explains that families adopt new schooling solutions when challenging moments in their lives drive them to seek progress, using Jobs to Be Done as the central theory and method.

What are the three Jobs to Be Done identified for families choosing microschools?

Job 1 seeks an alternative that honors a parent’s perspective and values when they feel unheard. Job 2 focuses on finding an environment where a child can regain love of learning when they are unhappy, unsafe, or struggling. Job 3 seeks a balanced educational experience when academic milestones crowd out other learning.

Oct 15, 2026

Uploaded by Rhys