Burner · B2C · second phone number app
Test a throwaway phone number by posting it in real Craigslist ads
Flood of calls and 10-100x the response of the old app; confirmed a real problem
Workedvalidation
What they did
While Wrangle (a network-dependent social calling app) struggled, the team spun its temporary-number 'Burner' feature into a standalone prototype. To test it they posted Craigslist ads (selling tickets, fake giveaways of flat-screen TVs) with a Burner number, measuring the inbound volume; they also showed it to friends and watched whether people said 'I want this' rather than 'my sister would like this'.
What happened
Got a ton of traffic, quickly validated the problem; response 10-100x what Wrangle got from friends.
- Stage
- pre-launch
In their words
Sub Club by RevenueCat · Pivots, Funding, and Building Apps That Last – Greg Cohn, Burner“And then we were doing stuff like testing it by selling tickets on Craigslist. And we were posting fake ads for giving away flat screen TVs and things like that. We just get a ton of traffic.”
“And it was like a 10X to 100X level of response from even just friends we were showing this to.”
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
- Burner: Demo the unreleased app to people at SXSW and collect a waitlistNew York Times interview and a panel slot; $50K revenue on launch day
- Burner: Charge $1.99 upfront and price credit packs to cover phone costsAbout $50K revenue on launch day
- Burner: Drop the $1.99 download price once there is money to cover free users
- Burner: Try a freemium version of an app where every free user costs moneyDidn't scale without lots of capital; stayed a premium, paid-first app
- Ad Hoc Labs: Skip the next VC round and run the app at breakeven insteadBreakeven or profitable for 6-8 years, grew past $10M a year
- Burner: Add a monthly and annual plan with unlimited texts, calls and photosBiggest single jump in revenue in company history; subscriptions now 90%+ of revenue
- Burner: Phase out one-off credits so everyone goes through a subscriptionFairly high churn from short-term users; founder now thinks credits might have fit them better
- Burner: Capture people already searching for a second phone number instead of running brand adsSeveral million downloads a year of high-intent users; press-driven users didn't convert
- Burner: Add caller lookup for unknown numbers to the premium planVery popular and a driver of premium upsells; founder didn't expect it to win
- Burner: Offer 8 plans so short-term and long-term users pick what fits
- Burner: Let people choose on the paywall whether to take a free trialVery positive A/B test result; no numbers given
- Burner: When someone deletes their number, offer them a new oneRetains some users into a second number; 20-30% of new subs are returning users
- Burner: Add a white-label VPN inside the main app's premium planDrove a lot of premium-tier growth, but cost more to build than it should have
- Firewall: Launch separate robocall-blocking and business-number appsNeither got real traction; one was killed by an Apple feature
- Burner: Use paywall tools so the product team can launch tests without engineersFrom 1-2 paywall tests a month to several times that; about 1 in 4-5 wins
- Burner: Judge paywall tests by projected customer lifetime value from day-8 and day-30 data
- Ad Hoc Labs: Buy small apps that fit your users' needs and sell them inside your main app