Serious About Science

What Serious About Science does

Serious About Science is a privately held, founder-operated science education business based in Frederick, Maryland, founded by Vanessa Hobbs, a Johns Hopkins University instructor with Master's degrees in Biology (Vanderbilt) and Chemistry (Middle Tennessee State). The company designs and sells hands-on biotechnology curriculum for middle and high school students across public, private, and homeschool settings, with a stated focus on modern techniques (PCR, gel electrophoresis, DNA extraction, CRISPR-era concepts) that are not typically encountered until college.

The core product is the Biotechnology Basics Module 1, a 15-lab course sold as a full physical kit ($450), a reagents-only refill ($170), a digital-only Teachable course ($125), or a standalone 171-page lab manual ($60). Distribution is direct-to-consumer through the company's Squarespace e-commerce storefront, with physical kits shipped nationwide and distance learning delivered asynchronously via Canvas LMS; in-person camps (Spark of Gene-ius Biotech Camp, Building the Case Forensic Camp) run out of the Frederick Innovative Technology Center. The company accepts ClassWallet and Odyssey Education Savings Account funds in ten states (Arizona, Arkansas, Idaho, Louisiana, Missouri, New Hampshire, North Carolina, Utah, West Virginia, Wyoming) and partners with Living Well Youth Works to provide financial aid. Upcoming offerings include a Middle School Introduction Biotechnology course ($300) and a Biotechnology Camp ($19).

The business model is one-time/perpetual license sales of physical kits, digital courses, lab manuals, and a third-party textbook, with no subscription tier and no enterprise contracts. Marketing relies on email list building, blog content, organic social, and parent word-of-mouth. The company is bootstrapped with the only recorded capital inflow being a $5,000 grant from the City of Frederick in November 2024; there are no institutional investors, no parent company, and no disclosed headcount beyond the founder.

Name

Serious About Science

Legal name

Serious About Science

Website

https://getseriousaboutscience.com

Company type

Private

Operating status

Operating

Short description

Serious About Science is a founder-operated, bootstrapped science education business in Frederick, MD that sells hands-on biotechnology lab kits, digital courses, and in-person camps for middle and high school students across homeschool, public, and private school segments.

Ownership category

akta.pro rank

Product category

Science Education

NAICS

Other Technical and Trade Schools (611519), Technical and Trade Schools (61151)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Hands-on Science Exploration & Experiments (Lab Kits, Science Clubs) (EDAMABAA)

akta.pro secondary industries

Biology & Life Science Enrichment (Biotech, Genetics, Anatomy) (EDAMABAF), Science & STEM Lab Equipment & Supplies (Chemistry, Biology, Physics, Makerspaces) (EDAEAIAC), Science Tutoring (Biology, Chemistry, Physics, Earth/Environmental) (EDANAAAB)

Keywords

• Biotechnology education
• Homeschool science curriculum
• Lab science courses
• Forensic science camps
• Distance learning courses

Headquarters

HQ city

Frederick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Physical Lab Kit Sales: One-time purchase of comprehensive biotech lab kits that include reagents, equipment (miniPCR Bandit, ViewIt, pipettes), step-by-step lab manual, and video instruction. Includes 15 biotechnology labs.
2. Digital Course Sales: Asynchronous digital courses delivered through Teachable platform. Students access downloadable lab manuals, watch experiment videos showing results, and complete work digitally. No equipment purchase required.
3. Textbook Sales: Sale of Biotechnology: A Laboratory Skills Course textbook by J. Kirk Brown. This is a third-party textbook sold separately.
4. Lab Manual and Reagent Refills: Additional lab manuals (171-page full color) and reagent-only kits for families with multiple students or refill needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Serious About Science sells hands-on biotechnology and forensic science education for middle and high school students through physical lab kits shipped nationwide, digital courses via Teachable, and in-person camps in Frederick, MD. The flagship Biotechnology Basics Module 1 is a comprehensive $450 kit containing reagents, miniPCR Bandit and ViewIt equipment, pipettes, a 171-page full-color lab manual, and 7+ hours of video instruction covering 15 biotechnology labs. Distance learning courses administered through Canvas LMS extend reach across the U.S., and the company accepts ClassWallet and Odyssey ESA funds in 10 states to broaden affordability.

Product overview

Serious About Science is a science education company offering hands-on biotechnology and forensic science courses designed for middle and high school students, available through in-person sessions at Frederick, MD facilities and distance learning options delivered via Canvas. The core product portfolio centers on the Biotechnology Basics Module 1 (available as a physical kit at $450, digital version at $125, reagents-only at $170, or lab manual-only at $60), supplemented by in-person camps like Spark of Gene-ius Biotech Camp and Building the Case Forensic Camp, and upcoming offerings including a Middle School Introduction Biotechnology course and Biotechnology Camp. The company democratizes science education by providing cutting-edge biotech techniques including PCR, gel electrophoresis, and DNA analysis to students regardless of their educational background.

Differentiator

Problem solved

Functional benefit

Products and services

• Biotechnology Basics Module 1 (Full Lab Kit) Comprehensive 15-lab hands-on biotechnology course kit including all reagents, miniPCR Bandit thermal cycler, ViewIt visualization system, pipette, 171-page full-color step-by-step lab manual, 7+ hours of instructional video, and lab worksheets for each lesson. Priced at $450. Designed for middle and high school students learning PCR, gel electrophoresis, DNA extraction, protein analysis, and other biotech techniques.
• Digital Biotechnology Basics Module 1 Course Asynchronous digital-only version of the Biotechnology Basics Module 1 course delivered through the Teachable platform. Includes downloadable lab sheets, video demonstrations of experiments and results, and digital analysis work. No equipment purchase required. Priced at $125.
• Biotechnology: A Laboratory Skills Course Textbook Biotechnology textbook by J. Kirk Brown that blends scientific background with hands-on laboratory activities and real-world applications for students. Sold separately from the lab kit at $130.89.
• Free Blood Typing Lab Free downloadable blood typing lab activity using common household items including milk, vinegar, food coloring, and droppers. Suitable for middle to high school students. Functions as a freemium lead magnet for the email newsletter funnel.
• In-Person Biotech and Forensic Camps Short, hands-on in-person sessions for middle and high school students held at the Frederick Innovative Technology Center in Frederick, MD. Includes week-long summer camps such as Spark of Gene-ius Biotech Camp and Building the Case Forensic Camp, plus afternoon sessions covering polymerase chain reactions, gel electrophoresis, DNA analysis, and forensic techniques.
• Distance Learning Biotechnology Courses Fully remote biotechnology courses administered through the Canvas Learning Management System with lab supplies shipped to students' homes. Features weekly modules with lecture and lab instruction, assessments, and grade reports. Includes 15 weeks of experiments, the 171-page full-color lab manual, and 7+ hours of lab instruction. Available to students across the United States.

Quantifiable outcome

• 15 biotechnology labs included in comprehensive kit
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Living Well Youth WorkscoreGTM or Marketing PartnerPartnership to provide affordable biotechnology and STEM courses and increase accessibility of science education. Living Well Youth Works helps connect families with affordable course options.
• ClassWalletminorChannel Partner/ Reseller/ DistributorAccepted ESA fund provider allowing families in eligible states to use ClassWallet funds for course purchases.
• Odyssey ESAminorChannel Partner/ Reseller/ DistributorAccepted ESA fund provider allowing families in eligible states to use Odyssey ESA funds for course purchases.
• Canvas Learning Management SystemcoreTechnology or IntegrationDistance learning courses use Canvas LMS for lecture and lab instruction, assessments, graded work submission, and course management.
• TeachablecoreTechnology or IntegrationDigital courses delivered through Teachable platform, allowing students to access curriculum, download materials, and complete coursework asynchronously.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• MEL Science: MEL Science delivers hands-on chemistry and physics experiment kits via subscription to families worldwide. It is a direct peer in DTC STEM kits, but at significantly larger scale with a broader subscription catalog.
• KiwiCo: KiwiCo delivers hands-on STEM/STEAM project crates by age band to families and educators. It is comparable because it sells DTC science kits to the same parent demographic, though its catalog spans many disciplines rather than specializing in biotech.
• miniPCR / Amplyus: Amplyus (miniPCR) makes the miniPCR Bandit thermal cycler used in Serious About Science's flagship kit and also markets its own educational biotech kits and curricula. It is a direct peer in biotech education hardware and lesson content.
• Pandia Press: Pandia Press publishes secular homeschool science curricula including life science and chemistry programs. It is comparable as a secular homeschool curriculum publisher, though it does not include hands-on biotech lab kits.
• Bio-Rad Explorer: Bio-Rad's Explorer program supplies biotechnology curricula and kits (PCR, gel electrophoresis, CRISPR) to middle and high school classrooms. It is highly comparable because it sells biotech lab kits to the same secondary-school student audience, though primarily through institutional/B2B channels.
• Steve Spangler Science: Steve Spangler Science offers hands-on science kits, lesson plans, and demonstration materials to schools and families. It is comparable in delivering engaging K-12 science experiences, though it focuses more on demos and elementary/middle school.
• Home Science Tools: Home Science Tools sells science curriculum and lab supplies targeted specifically at homeschool families. It is directly comparable as a homeschool-focused science kit supplier, with a broader but shallower catalog than Serious About Science's biotech specialization.

Broad incumbents

• Carolina Biological Supply Company: Carolina Biological is a large, established supplier of K-12 and college science kits, lab supplies, and curricula. It is a broad incumbent in the educational lab supply category where Serious About Science competes for the same student and family end users.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Serious About Science