PhotoRoom · B2C · photo background removal app
Launch with only a monthly plan so you see who cancels and can ask why
No numbers; guest says monthly renewals show real retention early, at a cash-flow cost
Unknownpricingfeature-development
What they did
At launch offered only a monthly subscription (no annual) so every month subscribers re-confirm they still want the product; watched how people churned and talked to churners to improve the product. Guest's framing: run it for at least a few months, then add a yearly plan and compare. Trade-off: less upfront cash than annual plans, which matters if you reinvest in ads.
- Stage
- Early (early stage)
Related topics
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- Rent giant street screens where passersby try the app and see their photos15,000 people reached, 4M+ online views, 18% more branded search, trade press coverage
- Bring your ad makers to live events and reuse the footage in ads and posts4M+ views; TikTok-style clips did better than expected on LinkedIn
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- Judge brand campaigns by brand-name searches and surveys, not cost per installFreed the team to try new channels; claim only
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- Pok Pok: Double the subscription price, then check whether those subscribers stick aroundRevenue more than doubled and conversions rose, but the higher-price cohorts' retention quickly tanked
- Reflectly: Ship one big change every week and compare the 7 days before and after
- Canva: Rewrite the paywall to say what users get out of it, not what engineers builtOne of the year's biggest growth wins, per a podcast the guest heard; no numbers
- Let fans buy your app as a gift, especially for December holidaysAbout a third of December sales; many gifts bought by existing customers
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- Rise Science: Use onboarding to convince people the app will improve their sleep, not to teach buttonsNo numbers; experimented a lot to nurture intent toward the paywall
- Send a follow-up offer to people who played with the paywall but didn't buyNo numbers; guest says some convert at a 10% discount
- Ask engaged monthly subscribers to switch to yearly a few months in