As children transitioned to learning from home during the pandemic, parents sought engaging alternatives to supplement the practical learning experiences often missed in virtual classrooms. Thimble, a New York City-based educational technology company, provides a solution through a subscription service delivering STEM-focused projects. This service enables kids to explore robotics, electronics, and other technologies with a combination of home-delivered kits and interactive online guidance.

Thimble originated in 2016 as a Kickstarter campaign, successfully raising $300,000 within 45 days to fund the development of its STEM-based robotics and programming kits. The following year, the company began offering these kits to schools, primarily in New York, for use in classrooms and after-school programs. Over subsequent years, Thimble expanded its reach to approximately 250 schools across New York, Pennsylvania, and California, providing kits alongside professional development for educators.

However, the onset of the COVID-19 pandemic prompted a significant shift in Thimble’s business strategy.

Oscar Pedroso, Thimble’s co-founder and CEO, with a background in education, explains, “Many schools found themselves in a state of uncertainty, leading to a temporary freeze on spending.” He further notes, “Even our key accounts indicated that school closures were likely.”

Pedroso recognized the need for the company to quickly adapt and begin marketing directly to families.

This transition occurred around April, marking the company’s initial entry into the B2C (business-to-consumer) market.

Currently, Thimble offers a subscription service that provides access to up to 15 distinct STEM project kits, accompanied by a curriculum featuring live instruction from a qualified educator. A kit is delivered every three months, although an expedited program with more frequent shipments is also available.

The introductory kit focuses on fundamental electronics, guiding children in building basic circuits such as a doorbell, kitchen timer, and music composer. This kit is designed to provide immediate, achievable successes to maintain engagement and foster enthusiasm for further projects. Subsequent kits explore more advanced concepts, including Wi-Fi robotics, small drones, an illuminated LED compass, and a synthesizer for music creation.

While the kits are suitable for any family interested in hands-on electronics and robotics, Pedroso indicates that approximately 70% of subscribers are families whose children already demonstrate an aptitude for these subjects. The remaining 30% are parents seeking to introduce these concepts to their children and gauge their interest. Approximately 40% of the students are female.

The subscription service is priced at $59.99 per month (or $47.99 per month with an annual commitment), reflecting the inclusion of live instruction through weekly one-hour Zoom sessions. Thimble employs part-time educators who are not only knowledgeable in the subject matter but also skilled at engaging children through enthusiasm, energy, and readily available assistance when challenges arise. Two of the five instructors are women, and one is bilingual, offering classes in Spanish.

During each class, one instructor leads the lesson while a second manages the chat room and addresses student questions.

Each live class accommodates around 15-20 students, but Thimble also provides a package for smaller groups, reducing class size. This option is popular with homeschooling groups and similar arrangements.

“We began receiving inquiries from these groups and micro-schools,” Pedroso observes. “These were parents connecting with one another, desiring their children to participate in the same class. They generally required a more personalized experience and additional support.”

These group subscriptions are offered at $250 per month, with the cost distributed among the participating families, resulting in a lower per-household expense. Currently, around 10% of Thimble’s customer base utilizes this plan, with the majority being individual families.

Thimble also collaborates with various community programs and nonprofit organizations in select areas to provide financial assistance, making the subscriptions more accessible. Information about these opportunities is disseminated through schools, newsletters, and other marketing channels.

Since transitioning to a subscription model, Thimble has rebuilt its customer base, now serving 1,110 paid subscribers. Some customers are on older pricing plans, necessitating further business expansion.

In addition to its initial Kickstarter funding, Thimble has benefited from participation in several accelerator programs, including LearnLaunch in Boston, Halcyon in D.C., and Telluride Venture Accelerator in Colorado.

The startup, also co-founded by Joel Cilli in Pittsburgh, is currently finalizing a $1 million seed funding round, with approximately 60% of the funds secured, though specific details are not being disclosed at this time.