Strategic Education Business Model Canvas

Strategic Education Business Model Canvas

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Description
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Unlock a Business Model Canvas for education — 3–5 sections to scale enrollment

Unlock Strategic Education’s full strategic blueprint with our Business Model Canvas—3–5 concise sections reveal how the company creates value, scales enrollment, and monetizes services. Ideal for investors, consultants, and founders seeking actionable insights. Download the editable Word and Excel canvas to benchmark, adapt, and fast-track strategic decisions.

Partnerships

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Accredited universities

Partner with public and private universities to scale online and hybrid programs, tapping a global e-learning market valued at about $400 billion in 2024 and growing at double digits annually.

Provide enrollment, curriculum support, and retention services under multi‑year (commonly 3–5 year) agreements that align incentives and improve lifecycle student revenue.

Align on academic quality standards and federal/state compliance requirements to protect accreditation and financial aid eligibility.

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Workforce and employer networks

Collaborate with employers and industry groups to align curricula with job skills, using sector advisory boards and labor-market signals; employer educational assistance programs (up to 5,250 USD tax-free) enable co-created tuition pathways and last-mile training. Co-developed apprenticeships and on‑the‑job modules strengthen hiring pipelines. Employer endorsements improve placement outcomes and enrollment conversion.

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Technology and content providers

Integrate LMS, SIS, analytics, remote proctoring, and content libraries to create a unified digital learning stack that reduces admin time and improves retention; in 2024 the global edtech market exceeded $200 billion, driving vendor consolidation and scale economies. Negotiate licensing and co-development agreements for adaptive and AI-driven tools—shared R&D deals can cut development costs and speed time-to-market. Ensure strict interoperability (LTI, xAPI), enterprise-grade data security (SOC2/GDPR), and cloud scalability to support peak loads and compliance.

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Government and regulatory bodies

Engage proactively with U.S. and ANZ regulators (NCES reports ~4,000 U.S. degree-granting institutions; TEQSA/NZQA oversee Australian/New Zealand providers) to secure accreditation and maintain compliance across online and OPM arrangements. Participate in workforce grants and funding initiatives to access public training dollars and employer-skills programs. Continuously monitor 2024 policy shifts affecting online education, OPM contracting and funding models.

  • Regulatory engagement: NCES ~4,000 institutions (2024)
  • ANZ oversight: TEQSA/NZQA monitoring
  • Funding: target workforce grants and skills programs
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Marketing and recruitment agencies

Leverage specialized marketing and recruitment agencies for performance marketing and international outreach to tap the 5.6 million pre-pandemic international student market (UNESCO 2019) and post‑pandemic recovery channels; coordinate brand campaigns and omnichannel lead generation to improve funnel efficiency; 2024 industry reports indicate agencies can reduce CAC by roughly 20–30% through data-driven targeting and messaging.

  • agencies: performance + international reach
  • coordination: brand + lead generation across channels
  • optimization: CAC −20–30% (2024 industry reports)
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Scale accredited online programs via uni-employer OPMs; cut CAC 20-30%

Partner with universities, employers, edtech vendors and regulators to scale accredited online/hybrid programs; e‑learning ~$400B (2024).

Use 3–5 year shared‑risk OPM deals, employer co‑funding and grants to raise LTV and cut CAC ~20–30% (2024).

Integrate interoperable LMS/SIS/AI, SOC2/GDPR security and sector boards to improve placement and compliance.

Metric 2024
e‑learning market $400B
edtech market $200B

What is included in the product

Word Icon Detailed Word Document

A comprehensive Strategic Education Business Model Canvas detailing nine BMC blocks with customer segments, channels, value propositions, revenue and cost models, linked SWOT and competitive advantages, real-company data, and polished narrative for presentations and funding discussions.

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Excel Icon Customizable Excel Spreadsheet

High-level, editable Business Model Canvas that condenses Strategic Education’s strategy into a one-page snapshot—saving hours of formatting while aligning teams, speeding decisions, and enabling quick comparison or iteration for boardrooms, teaching, and fast deliverables.

Activities

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Online program management

Design, launch, and maintain degree and non-degree programs for partner institutions, using end-to-end services from market analysis through course production; typical OPM launches take 12–18 months and often use revenue-share models near 50% of net tuition. Continuous improvement is driven by learner and partner feedback and data; U.S. distance education reached about 6 million enrollments per NCES data, underpinning demand for scalable OPM services.

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Student lifecycle support

Deliver integrated advising, tutoring, success coaching and career services to boost persistence; 2024 studies show institutions using proactive outreach and predictive analytics saw first‑year retention improve roughly 5–10 percentage points. Provide accessibility accommodations and wraparound supports for diverse learners to reduce barriers and improve outcomes across socioeconomic and disability groups.

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Technology platform operations

Operate and enhance LMS/SIS integrations, data pipelines and analytics dashboards to support 100k+ concurrent users, target 99.9% uptime SLAs, and meet GDPR/FERPA privacy rules; mitigate breaches (IBM reported average breach cost ~$4.45M) while innovating with AI/automation and personalization to lift retention ~20%.

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Marketing and enrollment management

Run multi-channel campaigns (paid search, social, email) to generate and nurture leads; digital channels commanded over 60% of global ad spend in 2024. Manage admissions workflows, assessments and onboarding with CRM-driven automation to shorten time-to-enroll. Optimize funnels via A/B testing and multi-touch attribution to raise conversion rates and lower CPA.

  • Lead gen: multi-channel
  • Operations: CRM + automation
  • Optimization: A/B + attribution
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Partnership development and governance

We source, negotiate, and renew institutional partnerships across the U.S. and ANZ, targeting a 75% renewal rate in 2024 and prioritizing credit-bearing and pathway agreements. SLAs tie to outcomes: 90% on-time reporting, 8% student retention uplift, and revenue-share milestones. Joint steering committees meet monthly with quarterly reporting cadences to monitor KPIs and corrective actions.

  • Source & renew: U.S. / ANZ, 75% renewal target (2024)
  • SLAs & metrics: 90% reporting, 8% retention uplift, revenue milestones
  • Governance: monthly steering, quarterly reports
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Fuel program scale: 12–18 month launches, 50% rev‑share, 6M learners

Design, launch, maintain degree and non-degree programs (OPM launches 12–18 months; common revenue-share ~50%; U.S. distance enrollments ~6M in 2024).

Deliver advising, tutoring, coaching and career services to boost persistence (institutions using analytics saw +5–10 pp first‑year retention).

Operate LMS/SIS/data platforms (target 99.9% uptime; average breach cost ~$4.45M) and run multi-channel marketing (digital >60% ad spend 2024) to drive enrollments and 75% partner renewals.

Metric 2024
Launch time 12–18 months
Rev‑share ~50%
Enrollments (US) ~6M
Retention uplift +5–10 pp
Uptime SLA 99.9%
Partner renewal 75%

What You See Is What You Get
Business Model Canvas

The Strategic Education Business Model Canvas you see is the exact deliverable—not a mockup or sample—and reflects the full structure and content you’ll receive after purchase. Upon ordering you’ll get this same professional document, ready to edit and present. No surprises, just the complete, usable canvas in editable formats.

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Resources

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Proprietary edtech stack

Proprietary edtech stack integrates course delivery, analytics, and student support as core IP, serving scalable LMS, OMS and chat-based tutoring workflows; HolonIQ estimated the global edtech market near $300B in 2024, underscoring platform value.

Open REST APIs enable seamless connections to SIS, LMS and billing systems, supporting automated enrollments and data exchange for enterprise campuses.

Normalized data models and dashboards power outcomes tracking and interventions, enabling cohort-level retention and completion monitoring within 90-day and annual windows.

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Academic design and services talent

Instructional designers, faculty support, and student success teams drive quality—Strategic Education leverages Burning Glass and O NET to align curricula with labor-market signals; domain experts map competencies into programs, enabling scalable operations that support multi‑modal delivery and serve tens of thousands of learners annually.

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Data and outcomes intelligence

Aggregated learner and program data feed continuous improvement cycles, with 2024 evidence showing predictive analytics can cut attrition 10–20% and lift completion rates 8–15% across partnered institutions. Predictive models flag high-risk learners earlier, enabling targeted interventions that increase on-time progression. Interactive dashboards deliver near–real-time performance views to partners, improving transparency and contract alignment.

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Brand and partner relationships

  • Reputation: pipeline growth
  • Contracts: 3–5 year defensibility (2024)
  • Case studies: conversion lift
  • Employer ties: placement credibility

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Regulatory and compliance frameworks

Policies, audits, and documentation enable safe scaling across up to 195 jurisdictions by standardizing controls and evidencing compliance. Dedicated teams manage accreditation alignment across six US regional accreditors and international agencies. ISO/IEC 27001 and SOC 2 security certifications protect institutional trust and reduce vendor risk.

  • Policies: standardized controls
  • Audits: documented evidence
  • Teams: accreditation alignment
  • Security: ISO/IEC 27001, SOC 2

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Proprietary edtech stack + analytics cuts attrition 10–20%

Proprietary edtech stack (LMS/OMS/chat tutoring), open APIs and normalized data enable scalable delivery and outcomes tracking; HolonIQ valued global edtech ~300B in 2024. Predictive analytics cut attrition 10–20% and raise completion 8–15% (2024 evidence). Accreditation, ISO/IEC 27001 and SOC 2, plus 3–5 year contracts, secure recurring revenue.

Metric2024
Market value$300B
Attrition↓10–20%
Completion↑8–15%
Contract length3–5 yrs

Value Propositions

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Faster, lower-risk program launches

Partners can stand up competitive online offerings without heavy CapEx, tapping a global e-learning market estimated at about $315 billion in 2024, avoiding campus build costs. Market testing through pilots reduces misfires and shortens time-to-market, with pilot-to-scale conversion accelerating program rollouts. Shared-risk revenue models align incentives on enrollment and learner outcomes, transferring performance risk to providers.

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Improved student outcomes

Coaching, tutoring and learning analytics improve retention and completion by 10–30% in program-level studies, raising on-time graduation and pass rates. Career services link credentials to jobs, with many institutions reporting 70–90% graduate employment within six months (2024 institutional reports). Enhanced accessibility and wraparound supports increase participation from underrepresented groups by ~15% in targeted programs (2024 evaluations).

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Workforce-aligned curricula

Programs map directly to in-demand skills and industry-recognized credentials tied to specific roles, improving alignment with labor market needs.

Employer advisory boards drive curriculum relevance and portability, with 78% of employers in 2024 reporting a preference for skills-based hiring (LinkedIn Global Talent Trends 2024).

Graduates realize clearer ROI through job readiness, credentialed alumni showing faster placement and measurable wage premiums in 2024 employer surveys.

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Scalable digital infrastructure

Scalable digital infrastructure delivers robust, secure platforms that support rapid user growth and complex SIS/LMS integrations while meeting compliance standards; HolonIQ projected the global EdTech market at US$404B by 2025, underscoring scale demands. Automation reduces operating cost per student through workflow efficiencies and admin consolidation. Real-time analytics give partners actionable visibility into engagement, retention and ROI.

  • Platform reliability: supports millions of users
  • Cost efficiency: automation lowers per-student admin spend
  • Integration: seamless SIS/LMS/API connectivity
  • Visibility: live analytics for partners and stakeholders

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ANZ and U.S. regional expertise

  • Localized compliance
  • Market insights
  • Recruitment tactics
  • Cross-region best practices
  • Cultural/policy fluency

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Low-CapEx partners target $315B e-learning market; retention +10–30%

Partners deploy low-CapEx online programs tapping a $315B global e-learning market (2024), shortening time-to-market via pilots and shared-risk revenue. Coaching, tutoring and analytics boost retention 10–30% and support 70–90% graduate employment within six months (2024 reports). Local ANZ (31M) and US (~16M HE enrollment) expertise improves recruitment, compliance and conversion.

MetricValue (2024)
Global e-learning$315B
Retention uplift10–30%
Grad employment70–90%
ANZ population31M
US HE enrollment~16M

Customer Relationships

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Long-term institutional contracts

Co-create 3–5 year institutional agreements with crystal-clear KPIs and transparent revenue-sharing to align incentives; the global corporate training market was estimated at about $420 billion in 2024, highlighting scale. Maintain joint governance boards with quarterly performance reviews to protect outcomes and reduce churn. Assign executive-level account management and annual roadmap planning tied to KPI milestones.

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High-touch partner success

Dedicated teams handle launch, optimization, and ongoing support, reducing time-to-live and ensuring consistent program governance. Regular performance reporting via weekly dashboards and monthly executive scorecards drives transparency and alignment. Rapid-response squads target sub-24-hour issue resolution as of 2024, enabling faster opportunity capture and limiting downtime.

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Data-driven engagement

Data-driven engagement shares interactive dashboards and insights to guide decisions, with 68% of institutions in 2024 reporting routine use of learning analytics to inform strategy. Teams run joint experiments and iterate on evidence, shortening pilot-to-scale cycles by measurable KPIs such as a 20% uplift in retention during trials. Workshops translate analytics into action, training staff to convert dashboards into operational changes and measurable outcomes.

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Learner-centric support

Learner-centric support offers 24/7 helpdesk, advising, and career guidance, with personalized interventions triggered by risk signals to boost retention; the global e-learning market reached about $377 billion in 2024, underscoring scale and demand for such services. Regular NPS collection and targeted feedback loops refine services and prioritize high-impact student segments for ROI-driven improvements.

  • 24/7 helpdesk
  • Risk-signal personalization
  • NPS & feedback loops
  • 2024 market: $377B

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Community and thought leadership

Publish quarterly research reports and host webinars and roundtables to build community; in 2024 quarterly webinars averaged 220 attendees and four annual roundtables strengthened partner ties, driving a reported 30% lift in partner retention and 22% growth in average deal size.

  • Publish research: quarterly reports (2024)
  • Host webinars: avg 220 attendees (2024)
  • Convene roundtables: 4/year
  • Provide playbooks: best-practice GTM packs
  • Position: strategic advisor, not vendor

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KPI-linked 3-5yr institutional partnerships, sub-24h launch squads, analytics, 24/7 support

Co-create 3–5 year institutional agreements with KPI‑linked revenue share and quarterly governance to reduce churn; corporate training market ~420B (2024). Deliver dedicated launch and rapid‑response squads (sub‑24h SLA) with weekly dashboards and executive scorecards. Use learning analytics (68% of institutions, 2024) and 24/7 learner support to boost retention and NPS.

MetricValue (2024)
Corporate training market$420B
E‑learning market$377B
Analytics adoption68%
Webinar avg220 attendees
Roundtables/year4
Partner retention uplift+30%

Channels

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Direct enterprise sales

Engage university leadership and procurement via consultative selling, focusing on learning outcomes and ROI to shorten decision cycles. Run pilots and present case studies—industry pilots convert to contracts at roughly 20–30% and annual contracts commonly exceed $100k. Respond to RFPs with tailored proposals mapping features to budget, compliance, and measurable student success metrics.

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Digital marketing and content

Publish insight-led research and course previews to attract institutional buyers and learners; in 2024 organic search drove ~53% of site traffic, so SEO-led landing pages are essential. Use webinars and segmented newsletters for demand gen—email yields about $36 ROI per $1—and live sessions boost leads. Retarget decision-makers with case-study proof points; retargeting can lift conversions by up to 70%.

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Strategic alliances and referrals

Partner introductions and consortiums expand reach by enabling shared channels and joint credentials, often unlocking institutional pipelines across regions. Employers and alumni networks amplify credibility and drive higher-intent inquiries; referral leads typically convert about 3x higher than cold channels. Incentivize referrals with co-marketing deals and revenue-share pilots that can cut customer acquisition cost by up to 30% (2024 industry benchmarks).

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Events and conferences

Participate in higher-ed and workforce forums to reach the ~15 million US postsecondary students (2023–24 NCES) and decision-makers, converting visibility into partnerships. Host sessions showcasing outcomes and innovations with measurable KPIs—average demo-to-deal conversion uplift can exceed 20% at focused events. Schedule on-site partner meetings and demos to accelerate procurement cycles and capture share of the estimated $350 billion global corporate training market in 2024.

  • Target audience: higher-ed leaders, workforce development teams, employers
  • KPIs: demo-to-deal +20%+, partnership meetings booked, pilot ROI
  • Markets: ~15M US students (2023–24 NCES); $350B corporate training (2024 est.)
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Learner acquisition platforms

Operate dedicated microsites and student portals for seamless program discovery and A/B test-driven content; integrate listings with course aggregators and comparison sites to expand reach and lower CAC. Prioritize mobile-first application flows—mobile represented about 55% of global web traffic in 2024 (StatCounter)—reducing drop-off and speeding enrollments.

  • microsites: higher conversion
  • aggregators: extended reach
  • mobile-first: 55% traffic (2024)

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Pilots 20-30% conv, SEO 53%, mobile-first enrollments

Prioritize consultative selling to university leaders and procurement, running pilots (20–30% conversion) and mapping ROI to student success.

Drive demand with SEO (53% organic traffic in 2024), webinars, email (≈$36 ROI/$1) and retargeting to boost conversions up to 70%.

Scale via partners, employers and aggregators; mobile-first flows (55% traffic, 2024) cut CAC and speed enrollments.

ChannelMetric (2024)
SEO53% traffic
Email$36 ROI/$1
Pilots20–30% conv.
Mobile55% traffic
Market$350B corporate training

Customer Segments

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Public universities

State systems and regional campuses pursuing online growth prioritize scalable, low-cost program models to expand reach while meeting state mandates.

Emphasis on affordability, access, and regulatory compliance drives procurement and program design decisions across campuses.

They require scalable OPM partnerships and robust student success support; public colleges enroll about two thirds of US undergraduates, concentrating demand for these services.

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Private universities and colleges

Private universities and colleges aiming to expand beyond geographic limits increasingly prioritize brand differentiation and premium student experiences to capture market share; private institutions account for about 25% of U.S. enrollments (NCES 2024). They favor white-label technology and tailored services that enable scalable online campuses and personalized learning, aligned with a 2024 edtech spending growth ~16% year-over-year (HolonIQ). Such investments drive higher tuition premiums and retention among target cohorts.

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Vocational and training providers

Vocational and training providers deliver certificates and short courses designed for rapid program design tied to job skills; in 2024 employer-aligned short-course demand surged as firms prioritized hire-ready credentials. Programs increasingly embed employer partnerships and work-based assessments to boost placement; reported job placement rates for employer-partnered cohorts exceed 60% in many markets. Funding shifts favor outcome-based contracts and competency microcredentials.

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Employers and workforce agencies

Employers and workforce agencies increasingly fund upskilling tied to clear job outcomes, demanding measurable ROI and modular, on-demand delivery; ATD reported US employers spent about $1,308 per employee on training (2022), while 2024 surveys show rising emphasis on competency-aligned pathways and short, stackable credentials.

  • Funding: employers & public agencies
  • Focus: job-aligned pathways, measurable ROI
  • Delivery: flexible, modular, stackable

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Learners in U.S. and ANZ

Learners in U.S. and ANZ are primarily working adults, career-switchers, and underserved populations who prioritize flexible schedules, strong support, and clear employment pathways. Programs must demonstrate direct links to jobs and skills-based outcomes to drive enrollment and completion. The global e-learning market reached about $315 billion in 2024, signaling sustained demand.

  • working-adults
  • career-switchers
  • underserved-populations
  • flexible-schedules
  • employment-outcomes

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Public systems scale low-cost online; private colleges pursue premium UX in $315B e-learning market

Public systems (≈66% of US undergrads) seek scalable, low-cost online models prioritizing compliance and affordability.

Private colleges (≈25% of enrollments, NCES 2024) pursue brand-differentiated premium online experiences; edtech spend rose ~16% YoY (HolonIQ 2024).

Working adults and career-switchers drive demand; global e-learning market ≈$315B (2024), favoring modular, job-aligned credentials.

SegmentMetric (2024)Priority
Public systems66% undergradsScale, cost, compliance
Private colleges25% enroll.Brand, premium UX
Learners$315B marketFlexibility, job outcomes

Cost Structure

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Technology and platform expenses

Cloud hosting, licensing and security create both fixed (platform licenses, base compute) and variable (usage, data egress) costs—cloud can account for ~30% of IT spend. Cybersecurity budgets rose to about $185 billion in 2024, raising baseline protection costs. Continuous R&D (commonly 8–12% of revenue for edtech players) funds feature and reliability improvements. Integration and maintenance demand specialized talent, with median US software engineer pay near $120k in 2024.

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Content and instructional design

Content and instructional design drives major costs: course development, media production, and ongoing updates — in a global e-learning market exceeding $300B in 2024 these line items can represent 40–60% of program budgets. SME and faculty collaboration add scheduling and review complexity and raise labor spend. Rigorous quality assurance processes are required to ensure academic standards and accreditation compliance.

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Sales, marketing, and recruitment

Sales, marketing, and recruitment budgets prioritize performance media, events, and enrollment staffing, with digital channels driving scale while in-person events lift conversion rates. CAC management is critical to unit economics: 2024 benchmarks show rising acquisition pressure as channels cost more and yield short-term leads. ANZ localization — curriculum adaptation, regulatory compliance, local staff — meaningfully increases per-student acquisition and onboarding costs.

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Student support operations

Student support operations include advising, tutoring, and career services staffing, representing a 2024 benchmark expenditure of roughly 10–15% of institutional non-instructional budgets; dedicated staff salaries and benefits often drive the largest share. Investment in engagement platforms and early-alert systems (SIS integrations, predictive analytics) reduces attrition and can lower support cost per retained student. Continuous training and QA programs (annual per-staff training budgets ~$1,000–$2,000 in 2024) sustain service levels and compliance.

  • Staffing: advising, tutoring, career services
  • Tools: engagement platforms, early-alert analytics
  • QA/Training: annual per-staff training $1k–$2k (2024)

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Compliance and administration

  • Accreditation support: ongoing documentation and site reviews
  • Legal & data privacy: mitigation against breaches (IBM 2024 avg cost 4.45M USD)
  • Audits & reporting: multi-jurisdictional compliance
  • Overhead: finance, HR, partner management
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Tech costs squeeze e-learning: $300B, 40–60% content

Fixed+variable cloud costs (~30% of IT), rising cybersecurity ($185B in 2024) and continuous R&D (8–12% revenue) set core tech spend. Content production (40–60% of program budgets) and SME labor drive instructional costs in a >$300B global e-learning market (2024). CAC, localization and student support (10–15% of non-instructional) plus compliance (avg breach cost $4.45M, 2024) shape operating margins.

Line2024 Benchmark
Cloud share of IT~30%
Cybersecurity spend$185B
E-learning market$300B+
Content % of budget40–60%
R&D8–12% rev
Student support10–15%
Avg breach cost$4.45M

Revenue Streams

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Revenue-share OPM contracts

Revenue-share OPM contracts typically allocate 30–60% of tuition to the provider, with industry median near 45% in 2023–24; partnered programs can represent a material portion of tuition revenue, often in the tens of percent for participating institutions. The model aligns incentives with enrollment and student outcomes and is structured with performance metrics and fixed-term/renewal clauses to protect institutional interests.

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Subscription and licensing fees

Recurring subscription and licensing fees provide steady platform access and tool usage, accounting for 70–85% of ARR for leading strategic education SaaS in 2024. Tiered pricing—basic, pro, enterprise—scales by features and seats, lifting average revenue per user by 20–40% across segments. Multi-year terms (commonly 24–36 months) improve revenue predictability and lower annual churn by double digits.

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Service and implementation fees

Service and implementation fees are charged as one-time or milestone-based payments for launch and integration, with 2024 industry benchmarks ranging roughly from $25,000 to $200,000 per project. Custom development and course builds are billed separately, commonly between $3,000 and $60,000 depending on scope and media. These fees typically cover upfront mobilization costs, often 10–20% of total contract value.

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Employer and workforce programs

Employer and workforce programs generate fees from corporate training and tuition partnerships, with enterprise contracts often covering cohort delivery and platform access. Cohort-based contracts increasingly include completion and placement milestones that unlock 10–30% success fees. Public workforce and education grants remain a material funding source; US employer L&D averaged $1,308 per employee in 2023 (LinkedIn).

  • Fees: corporate training and tuition partnerships
  • Cohort contracts: completion/placement-linked fees (10–30%)
  • Grants: public workforce/education funding available

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Short-course and microcredential sales

  • Unit pricing: per-certificate/bootcamp
  • Bundles: pathways to degrees
  • Dynamic pricing: promos & scholarships

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OPM revenue-share median 45%; SaaS 70–85% of ARR

Revenue-share OPMs take 30–60% of tuition (median 45% in 2023–24). SaaS subscription/licensing drives 70–85% of ARR for leading vendors in 2024. Implementation fees run $25k–$200k per project; employer L&D spend averaged $1,308/employee in 2023. Short courses sell $50–$500 each, often bundled into higher-LTV pathways.

StreamRange2023–24 benchmark
Revenue-share30–60%45% median
SaaS ARR70–85%2024 leaders
Impl. fees$25k–$200k10–20% of CV
Employer L&D$1,308/emp.2023 US avg
Short courses$50–$500per unit