Practitioner pattern · Sarah Karam (Works at Google Play; recommends Play features such as Engage SDK, custom store listings, installment payments and Play Academy)
Solve your users' core problem a second way, like Calm adding sleep stories
Apps with a second fit: ~3x minutes per daily user, ~2x DAU/MAU (Play data)
Workedfeature-developmentretention
What they did
Define the app by the user problem, not the format ('meditation app', 'live streaming app'). Add natural extensions that solve the same problem another way or for another trigger, e.g. Calm adding sleep stories to meditation, and offer the content in several forms (audio only, video, transcript). Keep the core proposition and onboarding clear.
What happened
Per a Google Play white paper cited by the host and confirmed by the guest, apps with solid secondary product-market fit have almost triple the minutes per DAU and almost double the DAU/MAU ratio.
In their words
Sub Club by RevenueCat · Insider Tips for Building Better, More Profitable Android Apps — Sarah Karam, Google“apps that find solid secondary product market fit have almost triple the minutes with their daily active users and almost double the daily active user to monthly active user ratio”
“we see that across the board of every type of user behavior that if you offer more than one way to solve that problem, you'll see better success.”
Related topics
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