MySwimPro · B2C · swim coaching app
Ask free and paying users four price questions to find what they'd pay
Average matched current price (~$100-120/year); a segment would pay $200-300/year
Workedpricingexperimentation
What they did
After hearing the Ladder founder on Sub Club, sent the four-question price sensitivity survey (too cheap / cheap / expensive / too expensive) to free members and to paid members; plotted the four lines and read the ideal range between them. Plan: add packages and tiers for the high-willingness segment instead of one A/B-test-winning price for everyone.
What happened
Average came out around the current price (~$20/month, $100-120/year), but many would pay $200-300/year; no package exists yet to capture them.
- Stage
- growth
In their words
Sub Club by RevenueCat · Building a Content Marketing Flywheel — Fares Ksebati, MySwimPro“I actually, after listening to his podcast on this show, I actually went and we did a survey implementing that exact study, where you ask four questions to see what people think is too expensive.”
“So, we sent this out for free members, we sent it out for paid members, and it's remarkable to see just how many people are willing and able to spend way more money than we're currently charging.”
“So, the actual average ended up being around what our price point is now, 20 a month or 120 or 100 a year, but there are people who are willing to spend $200, $300 per year.”
Related topics
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- MySwimPro: Answer the questions users email you in a weekly whiteboard videoEarly videos got 75-4,000 views; years later some have millions
- MySwimPro: Cut each long video into short clips and post them everywhere~500K Instagram and 300K+ TikTok followers; TikTok hits didn't drive many downloads
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- MySwimPro: Give each social channel its own App Store link to track revenueCan now tie revenue to each channel; only set up in the last few months
- MySwimPro: Try paid ads before you can track what the spend producedFirst two rounds failed; third round in progress with better analytics
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- MySwimPro: Move free features behind the paywall as the app shifts to paidBuilt user entitlement and complaint reviews; guest would package it differently
- MySwimPro: Join a university startup accelerator for first funding and pitch practiceRaised $50K; learned customer discovery, built a network and a tight pitch
- MySwimPro: Raise money from your community through equity crowdfunding roundsAbout $1.2M raised in total, mostly from crowdfunding
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