Schacht: Parent educational product spending collapses during elementary and middle school
Keith Schacht · Cost vs Quality in Edtech – Keith Schacht, Avichal Garg, and Geoff Ralston · Y Combinator · Apr 6, 2018 · at 8:32
Keith Schacht (co-founder of Mystery Science) explains consumer psychology in edtech when discussing direct-to-parent sales.
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“Once you send your kid off to school full-time, parents remain involved in some respects. I think reading is one of the main ones. They still think, feel like it's their job to make sure they're reading regularly to their child and helping to reinforce, you know, their ability to read at home. And then it sort of drops off for the next, like, six to eight years. Your involvement as a parent in education is making sure you're supporting the school and going to parent-teacher conference and, you know, picking the right neighborhood, or you sort of, you get involved in that respect, not by buying products and sort of delivering education at home. And then towards the end of high school, it kind of ramps up again with the whole, like, getting into college thing or shoring up a weak grade or whatnot.”
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