Pros
Online teacher coaching is a good idea, but EdConnective is not concerned with building long-term value for customers. They are more concerned with building a business that they can sell to a larger company.
Cons
Poor Leadership. Founder has taken a lot of classes in "entrepreneurship," but doesn't really understand the education market. He is beholden to key investors who want the company to be profitable, but some of the shortcuts they encourage, like outsourcing key components of the business, make no sense. One example is that they hired a telemarketing firm to cold call principals, and they recorded the calls without their permission. Not only was this strategy completely unsuccessful, but I think it was unethical. Lots of other examples, but too many to list here.