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BESA x COBIS: Export Masterclass 2025
When
Thursday, 11 December 11:00am - 4:30pmWhere
OnlinePrice
From £120 + VATBESA is delighted to present this conference in collaboration with the Council of British International Schools (COBIS) to support education suppliers with their strategies for entering international markets.
Led by a panel of expert speakers with first-hand experience of building successful international businesses across a variety of models, this masterclass will provide you with the essential knowledge, tools, and confidence to grow globally. Whether you’re curious about where to start, how to identify the right opportunities, or seeking new approaches to gain traction in fresh markets, you’ll benefit from the practical insights shared throughout the day.
With the UK market facing challenges, international markets and particularly British international schools provide an opportunity for expansion. This event will help you understand why global opportunities matter now more than ever, and how your business can seize them.
We will also unpick the new International Education Strategy, due to be published this Autumn, examining which regions are areas of focus, why they’ve been prioritised, and what that means in practical terms for UK companies.
Comprised of sales professionals with hands-on experience of selling and building an international business for a variety of company types in using physical resources, curriculum materials and Edtech, this masterclass will guide you through the fundamentals of exporting in the education sector, answering key questions such as:
- What cultural, legal, and logistical challenges should you be aware of when exporting?
- What practical tools can you use to measure opportunities and shape your export strategy?
- How do you research and evaluate which international markets are right for your business?
- How do I adapt and market my product to effectively grown and maintain relationships?
With an ever-changing international market, join us online for practical tools, frameworks, and resources to shape your export strategy.
Agenda Highlights
Preparing your export strategy
Insights into adapting products, prioritising target regions, and aligning to long-term strategy
Entering a market panel
Exporters share tools to assess readiness and focus investment
Exercise: Measuring an opportunity
Hands-on workshop using the PESTLE framework to assess market entry decisions
How to sell to international schools
Strategies for winning contracts, building influence, and maintaining relationships, with case studies
Preparing to export
Practical advice on building relationships, taking a long-term view, and focusing on the right markets
Support for Exporters
COBIS: Marketing opportunities, brand exposure, and case studies of successful collaborations
DBT: Meet market leads and International Trade Advisers; learn about UK Export Finance and UK Skills Partnership
BESA: Tapping into research and trade mission; joining the Export Group
BESA will not be offering refunds for this event. It is possible to transfer your ticket to a colleague at any point from the time of booking to 7 working days before the event.
If you aren’t a BESA member we please ask that you ensure you book the tickets that are indicated for Non-Members – otherwise your ticket will be refunded.
To ask any questions, please email eventsteam@besa.org.uk.
Chair
Steve Whitley, Founder, EdTech Consulting
Steve has spent almost 40 years working in EdTech. Initially spending 9 years working within a local education authority, before moving onto commercial organisations selling products into the education sector.
For 26 years, he managed worldwide sales, marketing, and development teams within a vibrant EdTech company, that designs, manufactures & supplies products that enhance the STEM education of K-12 students, all over the world.
Steve is the founder of EdTech Consulting, offering a range of services, including: UK & International sales & marketing strategies, Mentoring for senior leaders, Company-wide CPD packages and project management; to both start-up and long-established Educational supply companies.
Speakers
Ian Hunter, Founder and CEO, Lime Education Consulting
Ian has worked in the EdTech market for over 25 years and has worked for some of the largest education companies in the world including Tes Global, Discovery Education and RM Education. As Global Director, Sales Director or Commercial Director he has been responsible for driving growth across a range of EdTech products and services to schools, colleges, Universities and Ministries of Education globally. Ian has extensive experience of working in global education markets with a network stretching across Asia and the Middle East, as well as the UK and Europe.
Julia Garvey, Deputy Director General, BESA
Julia leads on commercial and operational issues and supports Caroline to promote the work of BESA and our members within the UK and internationally. Prior to joining BESA in 2019, Julia worked in education publishing and EdTech, both in-house and as an external marketing consultant. Having used BESA’s services as a member, Julia understands the needs of our suppliers and is passionate about ensuring that every company takes full advantage of the benefits of their membership. In her spare time she runs (a lot!) and is Vice Chair of the Trade Association Forum.
Megan Winslade, Membership Engagement Executive, COBIS
Megan is Membership Engagement Executive at COBIS, where she supports international schools and organisations to get the most from their membership. In this role, she works closely with school leaders and Supporting Associates to strengthen connections across the COBIS network, facilitate collaboration, and ensure members are supported throughout their journey. With a focus on engagement, satisfaction, and retention, she helps schools access the full breadth of COBIS membership opportunities, while ensuring the organisation’s offer remains relevant and impactful. She is passionate about building relationships that create meaningful value for schools worldwide.
Sam Derby, Director, Oriel Square
Sam has 25 years of experience in educational publishing, having worked as editor, publisher, head of department and director. He has an active interest in education policy, has served as Chair of Governors at an East Oxford primary school, and is a past chair of the EPC maths panel at the Publishers Association. He is a director and co-founder of Oriel Square Ltd, the Oxford-based educational publishing and strategy company, leading Oriel Square’s consultancy and business development work, and previously was Head of Publishing and Digital and later Director of Professional Development at Pearson.
Timings
11:00am
Introduction from the Chair
Steve Whitley, Founder, EdTech Consulting
11:15am
Preparing to export
Ian Hunter, Founder and CEO, Lime Education Consulting
This session will explore the current challenges in the UK education market and the contrasting opportunities available internationally. Speakers will share practical advice on preparing for overseas growth, from taking a long-term view and building meaningful relationships to focusing your efforts on the right markets rather than spreading yourself too thin. You’ll also gain insight into how to effectively research and evaluate new markets to ensure your international strategy is built on strong foundations.
11:45am
Support for Exporters: Working with BESA
Julia Garvey, Deputy Director General, BESA
Discover the full range of support available to education suppliers looking to expand internationally through BESA’s International Hub. This session will highlight how you can tap into BESA research, benefit from the Export Special Interest Group, and take part in trade missions. You’ll also learn how BESA supports exporters before, during, and after key events to help you achieve lasting success in global markets.
12:05pm
Support for Exporters: Working with the Department of Business and Trade
This session will outline how the Department for Business and Trade (DBT) supports UK education exporters through its renewed International Education Strategy. Learn about the vital role of DBT’s UK market leads and in-country International Trade Advisers, as well as the services available through UK Export Finance, trade missions, and the UK Skills Partnership. A real-world case study will also demonstrate how these resources can be leveraged to achieve international growth.
1:00pm
Support for Exporters: Working the Council of British International Schools Ltd (COBIS)
Megan Winslade, Membership Engagement Executive, COBIS
This session will highlight how COBIS (Council of British International Schools) supports UK education suppliers through its extensive global network. Discover the ways COBIS works with associate members, from marketing opportunities and brand exposure to its flagship annual conference. A case study will illustrate how companies have successfully engaged with COBIS to expand their international reach.
1:30pm
Lunch
2:15pm
Preparing Your Export Strategy
Sam Derby, Director, Oriel Square
Expanding internationally requires more than ambition—it demands a focused strategy. In this session, we’ll outline the most promising market opportunities, from international schools to emerging education hubs across the Middle East, Southeast Asia, Hong Kong, Australia, Europe, and Africa. Learn how to prioritise markets, identify where your solutions fit best, and build a roadmap for long-term success.
2:45pm
Exercise: Measuring an opportunity
Steve Whitley, Founder, EdTech Consulting
Understanding whether a new market is the right fit requires careful evaluation. In this interactive exercise, you’ll learn how to measure an opportunity using a PESTLE framework, assessing political, economic, social, technological, legal, and environmental factors. This practical session will help you apply structured thinking to market entry decisions and sharpen your export strategy.
3:15pm
Entering a Market Panel
Chair: Steve Whitley, Founder, EdTech Consulting
Panel:
– Jonathan Bhowmick, Managing Director, Action Mats Ltd
– Gary Bond, Head of International Sales, Findel International
– Rebecca Harrington, Global Sales Director, RM Resources
Entering a new market isn’t just about opportunity — it’s about fit. This session explores how to evaluate whether a market is right for your organisation, from understanding local dynamics to aligning with your long-term goals. You’ll gain practical tools to assess readiness, focus your efforts, and make smarter choices about where to invest time and resources.
3:45pm
How to Sell to International Schools
Selling to international schools requires more than a great product — it’s about trust, credibility, and long-term relationships. This session will explore practical strategies for engaging with schools, from leveraging associations like COBIS and tapping into early adopters, to using pilot programmes and social media to build influence. You’ll also learn the differences between working with school groups versus individual schools and hear a case study that brings these approaches to life.
4:15pm
Closing remarks
