Aim videos at the parent who pays, not just the student

David BarnardAnd for college students, I mean, paying $40, $50, $100,000 a year to go to school, and then this is $130 a year. I did see one of your ads was like, "My friend's mom got her this app, Coconote." Did you kind of position it of bug your parents to help pay for this, or was there any of that, that you did find successful?

Zack HargettYeah, especially in the early days, a good portion of our videos that are going viral on our Instagram were around, "My mom just changed my life." And so we did spend a good portion of the early dates.

Jacob EitingThat's for other moms. So that's not for the student, right? You have a student video that's like, "My mom changed my life." And then you see other mom being like, "Oh, I want to change my Pookam's life, right?"

Zack HargettThat was very much the thinking. I mean, I used to say this to our creators all the time, I said, "Imagine you're on campus at student orientation and you see a daughter and her mom, and the daughter's just starting college and her mom's there with her." And I said, "Hey, I would like you to go offer a note-taker, something that's going to help improve your grades and make sure you never miss a detail in lecture, et cetera, help you study, be a personalized study coach, et cetera." And it's $130 to do it. Who are you going to ask? I think the obvious answer is you're going to ask the mom. And so early on, we were very keen on marketing to moms. I think we've since taken a step back. And by the way, these are not mutually exclusive. There's a big overlap.

Jacob EitingIt's finding who the buyer and the most intent is, right? And you can have good marketing to whoever might be in need, right? I wonder how many app developers get stuck down the route of like, "Oh, I have to advertise to the primary user of the product." And that may or may not be the decision maker in a purchase.