Positioning
Store name: Casework Weekly. Positioning: Digital planners for special-education case managers who juggle 40+ IEPs. Not "teacher planners" generic — specifically the IEP-annual-review + progress-monitoring cadence that this role runs on.
Audience evidence
Estimated US special-ed case managers: 250,000. Etsy search volume for "IEP planner": 3,200/month. Comparable listings: 45 direct competitors, 12 with 100+ sales. Willingness to pay: $18-$45 based on comparable listing analysis (higher than generic teacher planners).
Product spec
Format: PDF + GoodNotes 5 hyperlinked. Contents:
- 52 weekly spreads sized to the IEP-review calendar (fall / winter / spring intervals)
- Caseload tracker (up to 60 cases)
- IEP annual review checklist template
- Progress monitoring log with data-collection cadence
- Parent communication log
- Meeting notes template with attendee tracking
- Undated version so it works across school years
Pricing model
Launch price: $19 (with a lead-magnet mini-version at $0 for email capture). Post-launch: $27 with periodic bundle promotions ($27 + $12 extra worksheet pack = $39). Rationale: Price by the fixed problem (calmer casework year, less overtime) not by the page count.
Sales page copy (headline + subhead only)
Headline: "Run 40+ IEPs without another 10pm-Sunday scramble."
Subhead: "The digital planner built by a case manager, for case managers. Weekly spreads sized to the IEP-review calendar, progress-monitoring cadence you can actually maintain, and a caseload tracker that doesn\'t assume you have 6 cases."
90-day launch plan
- Month 1: Ship product. Launch Etsy listing + lead-magnet PDF for email capture. Post 10 TikTok / Reels demo videos (60s each) showing the weekly spread in use.
- Month 2: Sponsor 3 special-ed teacher newsletter partnerships. Start Pinterest video-pin batch. Ship first user-request features as a $9 add-on pack.
- Month 3: Launch on a second marketplace (Gumroad + own landing page). Test paid ads on Meta targeting special-ed job titles. Compile the first 100 buyer emails into a "next year" pre-launch list.