Mojo · B2C · social video editing app
Put off email and push campaigns while they would add little growth
Reached $1M+ monthly revenue without CRM; expected gain was single digits
Unknownteam-processemailnotifications
What they did
Deliberately postponed CRM (lifecycle messaging) even past $1M MRR: the top five languages cover no more than two thirds of users, so localized CRM would take a lot of effort for an expected single-digit growth gain. Put the effort into monetization experiments and AI video features instead; plans to add some CRM later.
What happened
Grew past $1M MRR without CRM; CRM still planned for later.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Growing to $1M MRR with Paywall and Pricing Experiments — Francescu Santoni, Mojo“Even the top five languages in Mojo does not account for more than two thirds of our user base. So if you think about CRM and scaling that to different languages and having the impact, CRM is probably single digit growth so that you can activate with a lot of effort.”
“We were a bit reluctant and we pushed that back.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from Mojo
All 22 Mojo tactics- Show only the yearly plan first; tuck monthly behind a 'view all plans' buttonYearly plan uptake up ~15-20 points; one of three tests behind a 60% ARPU lift
- Show the yearly plan as about $10 a month next to the $25 monthly planNew revenue +10% in the US and +30-40% in Brazil and Mexico
- Use a long scrolling paywall with reviews and a free vs pro comparison in JapanNew revenue +20% in Japan; failed in the US, where a clean video paywall won
- Show free users a paywall when they open the app, at most once a week~15% of new revenue from existing users; no complaints in reviews or support
- Keep a generous free tier, then show free users a paywall at launch once a weekAbout half of conversions come after day 0 vs ~15-20% industry-wide
- Check 7-day cancellations before keeping a higher price that won on early revenueRejected a winning higher price after a yearlong model showed lost long-term revenue
More from this episode
- Mojo: Ship a rough first version in 2 months and charge from day one30 free trials on launch day, against a goal of one
- Mojo: Show the paywall at the end of onboarding, before people try the appStill brings in most free trials today
- Mojo: Give one person all paywall tests; test big changes first, then small onesMany experiments run by one person; founder credits it for monetization gains
- Mojo: Raise prices above other video apps to aim at small businessesRevenue per user up about 50%; lighter users churn more
- Mojo: Double the price in Turkey to keep up with inflationTested and rolled out; founder says the effect was positive, no numbers
- Mojo: Make a new kind of Instagram story people ask about, so users spread the appGrew to several hundred thousand dollars a month with $0 on ads
- Mojo: Pay influencers in new countries to post about the app on their accountsUnprofitable at first; Brazil took off weeks later and is now a top 3-5 country
- Mojo: Push yearly plans so ad spend pays back in about 30 daysSkips LTV prediction entirely; no results reported
- Mojo: Match each week's ad spend to that week's trials, by country and platform