V1 Sports · golf swing video analysis app
Tell existing users about the change with one short, honest reason
Users only heard the first point; they complained anyway
Mixedpricingcustomer-support
What they did
Told users plainly that subscribing lets V1 deliver a better product, with little more. The lesson: when a message has three nuanced points, only the first is heard, so extra weeks polishing the announcement (a fifth email) go unnoticed. Still explain changes; guest opposes silent price increases that users find later on a bill.
What happened
Guest says people take away one point ('you moved my cheese') and move on; careful wording is not recognized.
In their words
Sub Club by RevenueCat · How V1 Sports Doubled Revenue with Bold Bets — Alex Prasad, V1 Sports“It was, "Hey, look, yeah, by you investing in, right, this subscription, we can deliver a better product." Kind of period.”
“And one lesson I do think that we've learned is that when we try to communicate a nuanced message with three points, the first point is heard and the other two aren't.”
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 this episode
- V1 Sports: Drop the free tier for a free trial, and make long-time free users pay tooRevenue up 80-90% in 12 months despite a wave of one-star reviews
- V1 Sports: Keep it free for students to share videos with their own golf coachCoaches bring in about a third of new sign-ups every day
- V1 Sports: Act out a conversation with an angry customer before making a big changeGuided the paywall switch; guest says the bet played out as expected
- V1 Sports: Ask every new user "Why are you here?" during sign-up10-15% want a coach; those users subscribe far more often
- V1 Sports: Connect golfers looking for a coach with the instructors already on the platformEarly; guest says it is far from optimized
- V1 Sports: Let support staff make deals with upset customers, but never free forever
- V1 Sports: Keep the first price low ($70/year) and earn more as users grow
- Flo: Sell higher tiers and extra features to people who already payCohort revenue retention ~60% in year one, then rising every year