The edtech market space has become a lot more crowded, thanks to Google inserting itself in the middle education technology, much like a giant who invited himself to a party of Lilliputians. The company’s excellent, but it feels like there’s not much room for anyone else.

Now that Google has made schools more googly, you may feel like your share of the edtech market space has diminished rather significantly.

After all, how do you compete with a tech giant who gives away valuable products and offers free solutions to for teacher and student needs, especially when you have to charge for your services?

Don’t give up.

Instead, here’s how to respond when Google invades your market space:

• Add value. Find how your edtech product adds value in the classroom and focus on that. Your value is your selling point.
• Edge your way in. Even a well-guarded market can present opportunity, if you know where to look. Attacking Google in an attempt to displace the company isn’t feasible; Google will –out-market you every time. Instead, find an untapped niche, and enter the edtech market with that niche. Serving an exclusive need can be far more valuable – and profitable – than serving every
• Be yourself. If you offer a unique product, continue to do so with your own signature. By being unique, you stand out in the market. Think about what you provide that a company like Google cannot offer: Personalized service? A specialized strategy? Rapport and collaboration?
• Customize your solutions. Google has a one-size-fits-all approach, and it works for them. You don’t have to work the same way, and you shouldn’t. A massive market space invader like Google has much to offer, but it can’t offer customized service. You, however, can make that the focus of you edtech solution.
• If you can’t beat them, join them. Use Google to your advantage by creating a Google business page and asking your customers for Google reviews. Build rapport with your clients by responding to their feedback and maintaining contact with them. Avoid the temptation to advertise; instead, keep the conversation going by being authentic, personable, and genuine.

Google will always have a significant share of the education technology market, but their stronghold isn’t exclusive.

Smaller edtech companies can keep their market share by focusing on agility and flexibility. Giant tech corporations like Google, because of their size, will never be as quick to respond to consumer need as the smaller and more personalized edtech company.

You can keep your market share even when Google invades your space.