On this episode of the Subscriptions: Scaled podcast, host Nick Fredrick sits down with Marshall Bex, CEO & Founder of Vooks, the first video streaming library of animated children's books.
Marshall talks about his early career working with large brands like Nike and Gatorade, and how his experience in taking products to market has helped in his entrepreneurial journey with Vooks. In launching those new products, he learned how to observe consumer behavior in such a way to gain a deep understanding of how and why people react the way they do in a consumer setting.
He applied those principles to studying how children, including his own children, react to books, games, TV, and ebooks. That was the inspiration for starting Vooks.
He also talks to Nick about the challenges of having a subscription model and what they do to study consumer behavior in a way that helps them turn tire kickers into subscribers. His particular model has an additional challenge, which is that the paying customer, the parents, are not necessarily the target as the consumer, the children. He says earning the parents’ trust is a key component to them signing up for a subscription.
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