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How the founder of Kodable grew her users to 20 million with no budget - Business Insider

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The cofounder of a profitable online education company grew to 20 million users in 6 years with zero budget. She shared the marketing email that lead to a 30% open rate. (by RobinMadell)

in 2013, she had no marketing budget — and virtually no other budget to speak of. Yet just six years later, Kodable has more than 20 million users.

"I wanted to understand what makes a brand and product take off," she said. "I remember reading everything I could online, attending dozens of local seminars, and talking to as many of our potential customers as possible." They two also participated in's "Imagine K12" class in 2013, which provided training from industry leaders and startup founders on how to run a successful education startup.

To boost the company's small but respectable user numbers — about 1,500 monthly in 2013 — the chief product officer began cold emailing reporters and pitching the product to anyone who covered tech and education. "This was a great way to 'get out of the building' and talk to our users, but also to promote Kodable and our #KidsCanCode brand," she explained. Huebner took pains to keep her conversation "as far away from pitchy as possible," rarely talking about Kodable and keeping the focus relevant to the chat topic.

"This was an opportunity for us to give back and create some awareness around the benefits Kodable can have in a school community," she said. Over 200 schools applied, and Kodable chose 20 outstanding schools to receive the license.

 

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