Coconote · B2C · AI lecture note-taker
Raise the annual price from $99 to $129
More users and more revenue at the same time
Workedpricingexperimentation
What they did
Early price test raised the price to $129 (from $99/yr per the launch pricing); kept it for most of the app's life. Team always had some experiment running.
What happened
More users and more revenue at the same time.
- Stage
- early
In their words
Sub Club by RevenueCat · Bootstrapped to $6.7M ARR and an Exit to Quizlet in 2 Years – Brett Bauman & Zack Hargett, Coconote“one of our earlier tests was raising it to 129, and we saw the magical more users and more revenues at the same time”
Related topics
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All 31 Coconote tactics- Double onboarding from 5 to about 13 screens in one big changeTrial conversion up 16%; one-or-two-screen tests had only given small wins
- When trial users cancel, offer them 7 more free daysKeeps 27% of cancellers in their trial; a smaller share later pay
- Build a novelty free tool (text to brainrot video) and push it on TikTok100-200M views and 3,000 trials in days, but only ~$25K revenue
- Post short videos that show the app solving a real student problemSeveral ~20M-view videos, ~99% organic, converting far better than viral novelty content
- Keep a small team of 10-12 part-time creators, led by a proven oneLead creator drove hundreds of millions of views; founders say it worked
- Let people pay before creating an account; move login after the paywallFounder calls it significant; no separate number
More from this episode
- Coconote: Launch a basic version fast and charge from day one$100K ARR in 45 days, $1M in 4 months
- Coconote: Hire creators with 5-10K followers, found via the Gmail in their bio3 of ~30 made a huge difference; main engine to $1M ARR
- Coconote: Have one hired creator run the brand's main video accountHundreds of millions of views
- Coconote: Tell creators to show the app as a fix or identity, not a noveltyConverted best, per the founders; no numbers
- pdftobrainrot.com: Launch a viral 'PDF to brain rot video' side site to funnel users~41M views on one video, but no paying users; shut down
- Coconote: Aim videos at the parent who pays, not just the studentMany viral Instagram videos used this angle; later scaled back
- Coconote: Ask customers to describe the app; put their words in the first screenshotFounders call it one of their best moves; no numbers
- Coconote: Charge students $99/year and push the annual plan~80% chose annual
- Coconote: Give one free note, then require a free trialCredited with early cash flow; no numbers
- Coconote: Run paid ads cut by an agency from creators' raw footageBeat boosting viral posts, but never profitable; stopped
- Coconote: Double onboarding to ~15 screens with more questions and social proof+16% trial starts
- Coconote: Ask people to log in after the paywall, not on the first screenBiggest onboarding win; removed ~10% drop-off
- Coconote: When people cancel, offer 7 more free days instead of a discountSaved 25% of cancellers; beat a 30% discount and a 3-month pause
- Coconote: Put in ~$10K each and reinvest revenue into creatorsCash-flow positive throughout; no outside funding
- Coconote: Hire a banker to run a buyout so the founders keep buildingSold to Quizlet; revenue roughly doubled during the process