How uDocz grows

Starting point: two tiers (Lite, Pro) each with monthly and annual plans; Pro's extra value was licensed publisher ebooks. Instead of A/B testing prices first, run a Van Westendorp survey (at what price is it too expensive, getting expensive, a bargain, too cheap to trust) to get the optimal price range, cut by tier; then a conjoint survey where each user makes 5-10 choices between 2-4 packages of attributes to get marginal willingness to pay per feature. Findings: little extra willingness to pay for Pro over Lite or for annual over monthly, and publisher ebooks had among the lowest willingness to pay. Action: collapse to one tier (Udocz Plus), drop the licensed ebooks, and lower the annual price. Guest's rule: early consumer apps should offer one plan (annual only, or monthly + annual).