Flo · B2C · period tracking app
Sell higher tiers and extra features to people who already pay
Cohort revenue retention ~60% in year one, then rising every year
Workedupsell-expansion
What they did
Existing subscribers upgrade to a more premium tier and buy features not included in their first purchase, so each cohort's revenue grows after year one.
What happened
Host cites a Flo chart: year-one cohort revenue retention ~60%, then rising year after year; Flo later raised at a $1B+ valuation.
In their words
Sub Club by RevenueCat · How V1 Sports Doubled Revenue with Bold Bets — Alex Prasad, V1 Sports“where the initial cohort retention in year one is like 60% revenue retention, and then it actually goes up year after year after year because they are selling more into those users”
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 Flo
All 21 Flo tactics- Give your best-performing ad angle its own onboarding path that continues the ad's storyBecame a great revenue driver; no numbers given
- Add an onboarding question that tells users which stage they're in, never 'sorry, we couldn't tell'Lost ~10% twice; the evidence-based rewrite won 23%, confirmed by a blackout test
- Test many prices in each country; keep the one with the most revenue per userHalf-price variants sometimes won: 3x retention and much higher revenue per user
- Hold a weekly sync where marketing and product share every change they makeSource of experiment ideas like the ad-angle onboarding path; no numbers
- Re-check test wins 3, 6 and 12 months after rolloutFinds that not all reported conversion wins became business wins; no numbers
- Keep the core app free and offer paid extras when users' needs change40% of subscriptions start more than 6 months after install
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: Tell existing users about the change with one short, honest reasonUsers only heard the first point; they complained anyway
- 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