Clear 30 · B2C · app to quit or cut down weed
Offer the app to universities and addiction services, and add paid extras
What they did
In their words
Asher Herbstman & Thatcher Clough - I Built a $30k/mo App That Helps You Quit Smoking
HostI feel like one thing to like sort of close this out is, you guys are just really fun to watch, you guys are like fun to talk to. I feel like people are going to be speculating on what your future plans are. What are the future plans now?
Asher HirschmanRight now we kind of cracked paid ads, we're scaling it, so we're trying to keep focusing on what's working well, which is making these big incremental changes. But there are also a lot of big 10x or 100x changes we can make. We have a big partnership pending with like the University of Michigan to push it out to their faculty as well. But I think that there's a lot to be done with the B2B side of this. There are actually like a a lot of people really struggling with weed in this country, and I think like going to some of these organizations, like addiction services, state services where people are struggling and giving them this app can really benefit them. You know, a lot of our users are asking for supplements, a lot of our users are asking for therapy, so thinking about ways to, you know, change up our money models and giving them upsells and down sells, and reorganizing basically our the way we're making money in a way that can really increase the LTV of our users is something we're also very focused on. Who knows? Just take all of our skills somewhere else, and build something else great.
HostI love that. I appreciate you guys coming on the pod and giving so much value, and I feel like you guys are just a perfect archetype of the type of people that we want to have in Consumer Club. Great having you on the pod.
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More from this episode
- Grow with paid Meta and TikTok ads once the app converts wellBecame the growth engine; founders say they 'cracked paid ads' and are scaling
- Try organic posts, influencers, Reddit and SEO to get first usersUseful for early feedback, but hard to convert; the first $1K was the hardest
- Film your own funny ads that call out a very specific momentSpecific callouts grab attention; calm ads with an older speaker convert best
- Check which ages and quit reasons pay most, then aim ads at them26-30 year olds convert at almost double the 18-20 rate
- Ask users where they found the app, and also run proper ad trackingShows cost per trial by platform to rebalance spend daily; founders call it very helpful
- Track users from the first screen, not only after they sign inRevealed drop-offs; intro screen passes 85-90%
- Make onboarding a conversation: use their name, echo goals, show proof and quick winsPart of the 2-month push that took revenue from $10K to $30K a month
- Keep the slow 'what do you want to achieve?' questions in onboardingUsers spend 20-30 seconds on them with almost no drop-off
- Give users a free personal report on their habits before asking them to payFounders call it a big point of value; no numbers
- Ask new users which features they'd use, to show them off and learn
- Say up front the app costs money, next to what the habit costs themOnboarding conversion up about 3%; fewer 'it's paid' complaints
- Ask for a star rating during onboarding, right before showing reviewsReviews went from ~50 to almost 1,000 and keep climbing
- Sign users up by phone number and text them funny, personal messagesNo results given; founders cite ~95% of texts read within 5 minutes
- Open the paywall with a day-by-day plan for the first 7 days, not featuresPaywall conversion rose from ~20% to 30% with only this change
- Tell users 'no payment due now' and remind them 2 days before the trial endsMost users choose the yearly plan with the 3-day trial; no conversion numbers
- Test $30, $40 and $50 yearly pricesSettled on $30/year; no test numbers shared
- Run ads inviting people to take a quiz about their weed habitDidn't work; tried half-heartedly while onboarding was weaker
- Study which ads Meta and TikTok spend most on, and reuse their hooksAd with a woman beat one with a man; camera-shot look beat polished
Tags: b2b, universities, upsells