January 2020, I filed my paperwork with the state of Tennessee to start my first business. I had no idea that a global pandemic would flip the world upside down before I had a chance to print business cards. I wanted to share why I am moving forward with this work to encourage others who may be taking on new projects in these uncertain times. So is it stupid to start a business during a pandemic? Maybe, but here is why I am doing it anyway.

Students Deserve the Best

I initially got involved in education as a music teacher in Memphis, TN. My favorite aspect of teaching was discovering musical talent in students who had no idea what they were capable of achieving. I later transitioned to an administrative role in a public charter school and was responsible for student recruitment. The same drive to see students reach their potential in the classroom became my drive to recruit students on a larger scale.

I met with countless parents who shared the same story, “My child has been overlooked in the classroom. He is not being pushed to be his best. He is capable of more.” I witnessed these students’ transformations after experiencing a learning environment that had high expectations for them and teachers who cared deeply about each individual. Its simple students deserve excellent schools where they are pushed to be their best.

So what’s the problem?

A Dangerous Assumption

I quickly realized a dangerous assumption made by school leaders; if a school has excellent academics, it will automatically have students lined up to enroll. Unfortunately, most times, this is not the case. The “If you build it, they will come” adage does not translate well to charter schools.

In cities across the US, thousands of families feel trapped in failing schools while there are empty seats in high-quality schools nearby. Not only is this a missed opportunity for these students, but great school leaders are also losing sleep and cutting budgets due to low enrollment.

That is why I am starting Everydesk. My goal is to help high-quality schools recruit more students.

Limitations Force Us to Update Our Playbook

Student recruitment takes a different set of tools than most leaders recognize. When I ask school leaders how they recruit students, the typical response is door-to-door canvassing and recruitment fairs. Needless to say, these ways of recruitment put staff and families at risk during this health crisis. Furthermore, these methods were long overdue for an update.

Few other industries still knock on doors as a way to solicit buy-in from the community. Why is this the go-to method of recruitment for charter schools?

I see this as a crucial time for schools to update their student recruitment playbook. Schools need to build recruitment funnels that combine the best aspects of digital advertising and marketing paired with a personal enrollment experience. This will lead to more applicants while keeping staff and families safe. Now is the time to update.

Adding Value Amidst Uncertainty

This is a crazy time. Americans don’t know when or if life will return to normal. Schools are busy creating contingency plans for every likely situation. I personally am unsure of what the future holds. I do my best to discern which things I can control and what things are out of my jurisdiction. While starting this business during a pandemic, I return to one idea. If I focus on getting students placed in excellent schools where they are pushed to be their best, then this work is worth the risk. So to all who are starting new projects, jobs, and businesses in 2020, if you are safely creating things that make life better for others, don’t let a pandemic stop you.

Good Luck!

Sawyer Schafbuch is a StoryBrand Certified Guide and founder of Everydesk, helping quality schools recruit students. He lives in Memphis, TN with his wife and daughter.