onX · B2C · hunting maps app
Sell an upgrade tier with nationwide maps on top of the single-state plan
Unknownupsell-expansionpricing
What they did
onX launched global maps as a higher tier versus the base state-by-state maps, so existing subscribers can upgrade.
In their words
Sub Club by RevenueCat · The Subscription App Industry Rebound — Eric Crowley, GP Bullhound“Like Quicken, onX, they've onX launched like uh global maps, right, versus just your state maps. You could upgrade to a higher tier.”
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 onX
All 14 onX tactics- Name the company after what people type into Google, like huntinggpsmaps.comGuest says it worked well and fueled early growth; no numbers
- Sell the maps on SD cards in hunting stores first, then use that money to build the appSold out right away in Montana; buyers asked for other states; funded the app
- Write helpful hunting articles so readers can be shown ads laterBrings some direct sales, but mainly fills the retargeting audience; no numbers
- Advertise where you can target by interests, and try lots of video ad networksMany third-party display video networks failed; a few found the customer
- Have your marketers film their own low-budget TikTok adsSome of the team's self-made ads were among their best; no numbers
- When a short video ad works, run it on every channel and tweak it for eachShort lo-fi video generally does well everywhere, with small per-channel differences
More from this episode
- Flo: Give the core app away free, then sell add-on modules as users' needs change60M+ monthly users; thesis behind a $200M raise at a $1B+ valuation
- Flo: Hire a bank to run a competitive raise, then take more than plannedSet out for $100M; raised $200M at a $1B+ valuation
- Email loyal subscribers before a price rise and explain what they get for itGuest says best-of-breed apps keep users through it; one of the main paths to positive NRR
- Spotify: Offer a family plan so one subscriber can add the rest of the householdCited as user expansion from a single acquired customer; no numbers
- Quicken: Add estate planning tools (wills, trusts, document locker) as an upgradeGuest calls it an easy upgrade for users; no numbers
- Tinder: Sell packs of one-off boosts, like super likes or streak repairs, next to the subscriptionCited as extra revenue on top of subscriptions; no numbers
- AllTrails: Keep adding photos, reviews and social features to stay far ahead of Apple MapsGuest says Apple may take a few % of free users but not payers
- Nutracheck: Sell the subscription app to a big ad-funded publisher that needs subscriptionsGuest calls it a home run deal that answered the buyer's CAC questions
- Tractive: Show owners how far their dog walked compared with other dogs
- Fi: Advertise a pet supplement inside the app to people who already own the collarHost found the offer compelling; no numbers
- Offer a 10-20% cheaper web signup to skip the 30% App Store feeEvery client of the guest is exploring it; tools charge ~5-7% vs 30%