Chen, A. (2014, March 12). It’s time to crack the code – to build apps and websites, kids and executives go to school; getting to know ruby. The Wall Street Journal, p. D1.Parents of school-aged children along with young adults and experienced professionals are increasingly recognizing that the ability to code is as essential to being marketable in today’s technical society as are the abilities to read and write. Since coding courses are not commonly offered as part of mainstream literacy learning in compulsory education and are typically only offered to students enrolled in IT curricula in higher education, alternative providers of coding training are cropping up around the world. Offerings range from private tutoring lessons to intensive coding boot camps lasting for many weeks. The author provided some anecdotal evidence regarding the effectiveness, in terms of student success, of several examples including John Hopkins University’s Center for Talented Youth, New York’s Flatiron School, Minnesota’s CoderDojo, and General Assembly. However, the extent to which a potential niche market exists for an e-commerce startup seeking to compete profitably in this space would need to be fully analyzed.