TalkingParents · B2C · co-parenting communication app
Ask customers what they'd pay for, then build those features into paid plans
Every price rise bundled features customers had asked for
Workedfeature-developmentvalidation
What they did
Starting early and continuing, the team surveyed customers (simple SurveyMonkey surveys written by two engineers and a lawyer): what do you want, what would you pay for, which features do you like, how can this be better. Answers decided which features went into each tier and each price increase.
What happened
Survey-requested features justified price increases with few complaints.
In their words
Sub Club by RevenueCat · From Consultancy to $10M in ARR — Vince Mayfield, TalkingParents“we started asking customers, at least surveying them, and saying, "Okay, what do you want? What would you pay for? What features or functions do you like? How can, you know, this be better for you?"”
Related topics
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More from this episode
- TalkingParents: Stop relying on ads and courts; charge the parents who use the appBecame the base of a ~$10M ARR subscription business
- TalkingParents: Fly a co-founder around the country to pitch judges and court clerksAbout 60% of users are now ordered onto the app by a court
- TalkingParents: Keep the website free and charge a monthly fee for the mobile appsStarted at $4.99/month; founder now thinks it was priced too low
- TalkingParents: Double the price for current subscribers, but add a feature they asked forLost about a quarter of subscribers vs. half expected; some came back
- TalkingParents: Add a $24.99 plan with video calls and a set bundle of minutesAttracted less price-sensitive customers, mostly on iPhone; some couples both pay $24.99
- TalkingParents: Charge each co-parent separately, so one's video calls nudge the other to upgrade
- TalkingParents: Sell free users copies of their records for court, digital or printed and bound
- TalkingParents: Track each visitor from first site visit to paying, using your own dataFounder says it's 'paying dividends' after two years; no numbers
- TalkingParents: Host regular webinars with outside experts who also take over your social and blog
- TalkingParents: Reply to every app review with a real, caring answer, even off-topic rantsFounder says people feel heard and stay subscribed; no numbers
- TalkingParents: Swap a cheap startup transcription vendor for one that scales and bills per callCut transcription cost in half and gained features
- TalkingParents: Run your main calling feature on a small startup vendor instead of TwilioStartup couldn't scale; flagship feature broke and they moved to Twilio
- TalkingParents: Use your consulting firm's income to pay for building your own appTook ~6 years and ~$1M before subscriptions worked; lean times along the way