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DoodleLearning: The £1M EdTech Niche
How a 11-person team carved a £1.1M niche in primary education
While most EdTech giants chase K-12 dominance, DoodleLearning quietly dominates the primary education niche. With just 11 employees and £1.1M in revenue, they've proven that hyper-specialization in EYFS, KS1, and KS2 math and English can be more profitable than broad-market plays.
"In EdTech, being the 'best learning app' for everyone means being the best for no one. DoodleLearning chose a narrow lane and owns it."
The Parent-Teacher Bridge
DoodleLearning's genius isn't in the tech—it's in the distribution model. They've built a dual-sided marketplace where parents (36% direct traffic) and schools (43% organic) feed each other. The 2,259 monthly visitors aren't just browsing; they're searching for 'doodlemaths login' and 'doodle learning login'—high-intent queries that signal a sticky product.
The £1.1M Efficiency Play
With £1.1M revenue and 11 employees, DoodleLearning generates ~£100k per employee. That's 3x more efficient than the average UK SaaS company. Their tech stack—jQuery, Bootstrap, PWA—suggests they're not burning cash on cutting-edge frameworks. Instead, they're optimizing for reliability and cost, a strategy that explains their profitability in a sector where most startups bleed cash.
The domain authority tells a story of organic growth. Ranking for 'doodlemaths' (4,590 monthly searches) and 'doodle maths' (2,610) means they've become the default brand in their niche. Unlike competitors chasing broad keywords, they've built a moat around their own brand name—a sign of genuine user loyalty, not just SEO tricks.
- Hyper-specialized in EYFS, KS1, KS2—no dilution in positioning
- Dual acquisition: parents (direct) and schools (organic) create network effects
- Profitable unit economics: £100k/employee vs. industry average of £30k
- Brand moat: 4,590 monthly searches for their exact name
The Quiet Winner's Playbook
DoodleLearning proves that in EdTech, depth beats breadth. Their £1.1M revenue with 11 employees isn't a bug—it's the feature. For investors and founders, the lesson is clear: don't chase the K-12 unicorn. Build a profitable, focused business that solves one problem exceptionally well.
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https://doodlelearning.com/wp-content/uploads/2025/03/[email protected]
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DoodleLearning: Best Learning Apps for EYFS, KS1 & KS2 | DoodleLearning
Meet DoodleLearning, the maths and English apps that create every child a unique work programme tailored to their needs! For EYFS, KS1 + KS2.
DoodleLearning: Best Learning Apps for EYFS, KS1 & KS2
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Reviews (20)
Fantastic way to keep the kids trained!
Fantastic way to keep the kids trained!
Fantastic learning program
Doodle Learning is a fantastic app for kids. I've been able to see my child's progress. Having the ability to revisit topics to ensure a secure understanding of the subject is so helpful. The challenges keeps my child engaged. We've been using the app for over 5 years now and it helped my child secure their timetables and caught them up on missing areas of math too.
Amazing app
Amazing app, my 2 kids love it - 10 Girl & 11 Boy yrs , great how you can add you own personal rewards so motivates kids to achieve more stars. I've recommended to 2 of my friends only today. keep up good work.
Great app for kids
Great app for kids
Thanks so much for leaving us such a great Doodle review!
Great customer service
Whenever I have an issue with the platform or a question, the team responds so quickly and always resolves my query. Most of the time, it is out of hours, and they still respond. Great customer service!
Thank you for your amazing feedback! We’re so pleased to hear that our team has been able to support you quickly and effectively—even out of hours. Providing great customer service is something we take pride in, so it’s wonderful to know this has made a difference for you. If you ever need anything else, please don’t hesitate to reach out. We’re always here to help!
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About doodlemaths.com
Meet DoodleLearning, the maths and English apps that create every child a unique work programme tailored to their needs! For EYFS, KS1 + KS2.
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Technology Stack
doodlemaths.com uses 22 technologies across their website including Vidyard, Font Awesome, Google Fonts, PHP, and more.
Video
Vidyard
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Font Awesome, Google Fonts
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PHP
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WordPress
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unpkg, jsDelivr
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Traffic & Audience
doodlemaths.com receives approximately 2.3K monthly visitors and ranks #6,953,867 globally. The website has a bounce rate of 42% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:32 on the site.
The majority of doodlemaths.com's traffic comes from .
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