Choosing which college or university to attend is one of the biggest decisions of a young person’s life, as their choice greatly impacts their career trajectory, as well as the networks they will form. However, most students are too young to recognize the huge implications of this choice, and, furthermore, some students’ parents may not be familiar with the US college application process due to not having gone to college or coming from an immigrant background. High school guidance counseling programs are also overburdened, with many schools having counselor-student ratios of up to 400:1, meaning they are not able to help all of their students.

Lee Norwood, owner of Annapolis College Consulting and founder of College Sharks, a digital college consulting platform, has observed what she describes as the ‘deer in headlights’ phenomenon among many high school students. They’re so overwhelmed with the choice of school that they’re too scared to take action, while others have no idea of what to write in their college admissions essays.

Around 39% of US college students end up dropping out, and, among dropouts, 30% say that the school or program was not the right fit for them. Making the wrong choice can have major consequences, leading to a significant waste of time and money, as well as worsened mental health.

Norwood, who is a member of numerous industry associations such as the Higher Education Consultants Association (HECA) and works with CounselMore Software, says that there is also a herd mentality prevalent among students, leading them to not put much thought into their choice of college. Some just want to go where their friends are, some just want to get out of state so they can be away from their parents, while others have adopted an ‘Ivy League or bust’ outlook, leading to extreme disappointment if they’re unable to get into these extremely competitive schools. These misconceptions among students often lead to them overlooking a school that would better fit their needs. This hurts their chances of getting a quality education and better career prospects in the future.

With such a huge decision on a teenager’s shoulders, Norwood believes that both students and parents should slow down and give the process more thought, including considerations such as the student’s personal needs and aspirations, the family’s financial situation, the available educational resources (such as universities wanting to increase capacity for certain programs), and many more. Additionally, Norwood says that students should not rush to decide which college to go to, or whether to go to college at all.

“Many students are not yet ready to go to college, and it’s perfectly fine to take a gap year,” she says. “I love that it’s become a more popular idea today. Obviously, you shouldn’t spend this year just partying or playing video games in the basement. It’s important to have something to show for this year, such as learning a new skill or traveling to broaden your horizons. Also, college is not for everyone. Despite being in this line of work, my son and I decided that college was not for him. I am proud to say that he chose the trades and is now a member of the US Marine Corps.”

College visits are also incredibly important in deciding whether a school is a good fit for a student. In one instance, Norwood shares that a student she was working with did not want to go to a certain college because his father went there, despite the school fitting all other criteria. However, after visiting the campus and getting a feel for the atmosphere and student life, the school is now his number one choice.

Norwood’s team works with students and parents, helping them find the school and program that’s the right fit – academically, socially, geographically, and financially – and working toward getting admitted. Whether one-on-one concierge consulting or the affordable virtual College Sharks, they help differentiate the student and guide them through the often turbulent waters of the college application process.

Seeing how modern digital technology can make the college consulting process more convenient, scalable, and affordable, Norwood created College Sharks, which provides bite-sized, monthly college admissions guidance for parents and teens through a fun and engaging virtual platform. Aside from providing tools and advice on-demand, College Sharks also helps students navigate the college financial aid packages that they may be eligible for, lessening the stress and expense of studying for their degree.

“Each student is unique, and choosing the right school for them is important to develop and nurture their individual talents while keeping in mind concerns such as their family’s financial capabilities,” Norwood says. “Through Annapolis College Consulting and College Sharks, we help students and families find the right college or university using tried-and-tested methods and realistic criteria. This is a huge responsibility, but we love what we do, and we want to continue doing this.”