In a recent episode of Disrupting the Tide, Rubin Education, a Virginia-based innovator, takes center stage for its transformative approach to preparing students for life beyond the classroom. From its roots in Hampton Roads, Rubin Education has grown into a national force, equipping students with essential employability skills—writing, speaking, and professional communication—through its dynamic tools: Emerge, Aspire, and Propel. This micro-documentary captures the heart of Rubin’s mission, the challenges of bootstrapping a purpose-driven business, and the power of listening to educators and students to create meaningful change.

From Journalism to Education: A Purpose-Driven Pivot

Rubin Education’s story begins with its founder, who transitioned from a career in TV journalism to education, driven by a desire to make a positive impact. Frustrated by the negativity often found in news reporting, the founder saw an opportunity to empower students with the communication skills needed to thrive in college and careers. This vision crystallized into Rubin Education, a company dedicated to helping students craft professional emails, ace interviews, and build resumes that open doors.

The journey wasn’t a single “aha” moment but an evolution. Starting with a blog, News To Live By, in 2012, Rubin identified a demand for practical communication guides, like email templates, which led to an unexpected pivot into education. By 2021, this insight birthed Emerge, an online library of activities focused on email etiquette, phone skills, networking, and public speaking. Today, Rubin Education serves school districts nationwide, including major players like Miami-Dade, proving that purpose and persistence can turn a kitchen-table idea into a national solution.

Empowering Teachers, Transforming Students

At the core of Rubin Education’s success is its commitment to supporting educators. Through Emerge, teachers gain access to a robust curriculum that alleviates the burden of lesson planning, allowing them to focus on teaching. The Director of Instruction, a former special education teacher, plays a pivotal role in this process, offering hands-on training and personalized support to ensure the curriculum meets classroom needs. This teacher-centric approach has resonated deeply, with educators expressing gratitude for resources that are both practical and impactful.

The results speak for themselves. One student, using Rubin’s tools, secured a $40,000 scholarship, a life-changing achievement that underscores the real-world impact of effective communication. Another product, Aspire, offers career exploration videos, helping middle and high school students envision their futures. Meanwhile, Propel, a Chrome extension for Gmail, teaches email etiquette in real time, earning praise from students and advisers alike for its simplicity and effectiveness.

Bootstrapping a Vision: Challenges and Triumphs

Building Rubin Education wasn’t easy. Bootstrapped from the ground up with no initial funding, the company faced years of financial strain, with revenue barely covering expenses. The founder juggled side work while nurturing the business, likening it to raising a toddler—unsteady but growing. The turning point came in 2022, when Rubin Education became a full-time endeavor, supported by a remote team of five based in Hampton Roads.

Customer feedback has been the company’s North Star. By listening to teachers and students, Rubin continuously refines its products, incorporating ideas that enhance usability and relevance. This iterative process has led to impressive milestones, including 1.5 million activities completed on the platform and nearly 3 million minutes spent by students learning critical skills.

A Vision for the Future

Rubin Education’s ambitions extend beyond K-12 schools. The company is exploring new markets, including homeschooling, workforce development, corporate training, and even correctional institutions, where communication skills can pave the way for second chances. With a software-as-a-service (SaaS) model, Rubin aims to license its tools to diverse audiences, creating a multi-faceted platform that empowers communicators everywhere.

The company’s story is a testament to the power of starting small and staying true to a mission. As part of Innovate Hampton Roads’ ecosystem, Rubin Education exemplifies how local innovation can have a global reach. The message is clear: you don’t need to be in Silicon Valley to make a difference. From a kitchen table in Virginia Beach, Rubin is proving that great things can happen anywhere.

Key Takeaways for Entrepreneurs

Rubin Education’s journey offers valuable lessons for aspiring entrepreneurs:

  • Listen to Your Audience: Customer feedback drives innovation. Teachers’ insights have shaped Rubin’s curriculum, making it more effective and user-friendly.

  • Embrace the Pivot: From blog to curriculum to SaaS, Rubin’s evolution shows the importance of adapting to market needs.

  • Persistence Pays Off: Bootstrapping requires grit, but staying committed to a vision can lead to sustainable growth.

  • Start Where You Are: You don’t need a big city or big budget to build something impactful. Hampton Roads is proof that innovation thrives in community.

Join the Movement

Rubin Education’s story is more than a business success—it’s a call to action. For students, it’s a reminder that communication is the key to unlocking opportunities. For educators, it’s an invitation to leverage tools that make teaching easier and more effective. And for entrepreneurs, it’s proof that purpose-driven work can change lives.

Learn more about Rubin Education at rubineducation.com and stay connected with Hampton Roads’ innovation scene by subscribing to This Week in 757 . Together, we can build a future where every student is ready to communicate, succeed, and lead.