“Imagine you're on campus at student orientation and you see a daughter and her mom. I would like you to go offer a notetaker that's going to help improve your grades and it's $130 to do it. Who are you going to ask? The obvious answer is you're going to ask the mom. So early on we were very keen on marketing to moms.”

Market to the buyer (mom), not the user (student)

Coconote's early viral 'my mom just changed my life' videos weren't aimed at students — they were aimed at other moms scrolling Instagram. Identifying the actual decision-maker (the parent with the wallet, not the kid with the problem) unlocked willingness-to-pay other launch campaigns missed.