The company has now accessed support with Business Growth West Midlands Exporting Supporting Programme to strategically position itself for European market entry.
Under the leadership of Illisha Masaun, the company has quickly gained a reputation for delivering highly personalised, results-driven digital learning solutions, through a deep understanding of both learner needs and cutting-edge AI capabilities.
Recognising the need for a structured, evidence-based approach to global expansion, ICM Econominds engaged with the Export Support Programme to refine its international growth strategy. Through the programme, the company was paired with an international trade advisor who assessed its export readiness and provided bespoke, sector-specific recommendations. This support was based on the established 6-Stage International Export Strategy Framework - a practical tool designed to guide businesses from initial exploration through to advanced international operations.
One of the key strategic insights identified was the opportunity presented by English-speaking international schools across Europe, many of which adopt the UK curriculum and examination systems. This significantly reduces entry barriers for ICM Econominds, aligning perfectly with its existing product suite and expertise.
The advisor supported ICM Econominds with detailed market research; mapping and prioritising international schools, analysing country-specific education policies, and benchmarking digital adoption trends across Europe. Through this work, Spain and Germany were identified as high-potential target markets. Spain’s national commitment to digital transformation in education, alongside Germany’s expansive education sector of over 10 million students and growing investment in EdTech, positioned both countries as prime markets for strategic expansion.
Armed with these insights, ICM Econominds is now conducting deeper competitive analysis in Spain and Germany to tailor its approach. The company is also preparing to build market presence through participation in major EdTech trade fairs and by establishing in-market partnerships with distributors and sales agents.
David Zell, Assistant Delivery Manager – Business Programmes at the West Midlands Combined Authority (WMCA), commented:
"The Export Support Programme, delivered by the Coventry and Warwickshire Chamber of Commerce on behalf of WMCA, provides expert-led, practical support to businesses across the West Midlands. By helping businesses like ICM Econominds unlock their international potential, the programme plays a key role in enabling the region's most innovative companies to thrive globally."
Illisha Masaun, Founder and CEO of ICM Econominds, added:
“As an EdTech company deeply committed to evidence-based innovation, international expansion must be equally strategic and data-driven. The support we’ve received from the Greater Birmingham Chamber of Commerce has been instrumental in helping us identify not just the right markets, but the right approach. With clear opportunities ahead in Spain and Germany, we are excited to deepen our European research, on our way to build critical partnerships, and ultimately extend the positive impact of our platform to more students worldwide.”
Birmingham based ICM Econominds will continue working closely with its advisor to sharpen its export plan, validate further market opportunities, and establish a strong presence across Europe, paving the way for the next stage of its growth as a leading global player in the EdTech space.
This project is funded by the UK Shared Prosperity Fund (UKSPF) and delivered through the Coventry & Warwickshire, Black Country, and Greater Birmingham Chambers of Commerce. To learn more about accessing this support, https://www.cw-chamber.co.uk/international-trade/exporting-starts-here/ or email [email protected].
