David founded SAM Learning to take e-learning onto the emerging medium of the Internet. From 1998 to 2000, online revision for UK GCSE and SATs test was licensed to Freeserve and other ISPs . Following the dot-com bust, the content was repackaged as a subscription service and offered to schools and Local Authorities under the SAM Learning brand. David hired Jonathan Wells as Sales Director in 2002 and the company ‘crossed the chasm’ to mainstream market success. By 2005 SAM Learning had over 50% of English State secondary schools subscribing and several hundred thousand active students.
The Jaffa Foundation
In December 2014, David Jaffa and his wife Maxine founded The Jaffa Foundation, a non-profit with the objective of devising and delivering pioneering projects in education. The Jaffa Foundation has a particular interest in promoting entrepreneurship, financial literacy and advanced life and wellbeing skills to young people as well as finding new ways to support teachers to be effective educators.
The Jaffa Foundation has a non-exclusive license to use SAM Learning / Penda Learning’s technology platform for projects that further the foundation’s charitable aims. This platform supports the authoring and delivery of e-learning content to students on a gaming platform – and cost around $13 million USD / £8 million GBP to develop. But while this platform is available, the Jaffa Foundation is committed to use whatever technology/tools/content is best for any particular project.