Couple grows subscription box business through digital advertising experience, customer feedback

When husband-and-wife duo Akeelah Kuraishi and Tim Minnick first put their product out to market — a subscription box for families about countries worldwide — they had a preexisting idea of who their customers would be.

Kuraishi, originally from England, says they assumed customers for their business, Little Global Citizens, would be like them: frequent travelers from big cities. But a lot of their clients turned out to be from smaller towns — people who wanted to expose their kids to different cultures.