Send 100 free wearables to users and iterate before charging anyone

David Barnard… I do want to dig next into the business and some of the numbers because I know y'all have been scaling really well and because a product is so great and because you are actually helping people and the word of mouth is driving that because it is actually helping people, you've been able to scale up rather quickly. So yeah, I'd love to hear the timeline of how things went. So you were a free app and then what did it look like to start charging?

Luke Martin-FullerYeah, so we moved from our free app offering and started testing again. We did the same thing with 100 users. We sent out 100 wearables and iterated until we thought we had something of value and that was all for free. So it was October '23, we started monetizing. So it took us a little while to grow to a meaningful revenue. And then once we hit one million in subscription ARR, we grew to 10 million in exactly two years. So we're able to grow very quickly. But what I would say is that the machine has not been dialed in. There is a lot to be done there. I think we've focused kind of deliberately on building a great product first and thinking about the growth machine later.

Luke Martin-FullerI mean, it might be a little bit surprising for your audience, but we've only ever grown with one channel. We've never sent a lifecycle email. We haven't done any experimentation on our web funnel, which I know we'll talk about. We haven't tested any paywalls. We haven't expanded in our geographies. Yeah, we've not added AdWords or TikTok or SEO or AEO. So it's a pretty nascent kind of growth machine that has kind of supported us to get there. But yeah, the thinking really was that unless you've got something of value, that it's going to be retaining people and helping them, then there's no point investing in all of that experimentation. That's kind of changing now.

David BarnardI think we've got our YouTube thumbnail maybe. 10 million at ARR without ever testing a paywall. It is very counterintuitive to your point, to this audience specifically, that you wouldn't have done that yet. But I think it really speaks to what we've been talking about throughout this whole podcast is that you're not out here trying to make a quick buck. You're really trying to help people. And you had that early word of mouth because it is a …