Tiimo · B2C · visual planner for ADHD
Keep blended cost per customer under about $10.50 and check it weekly
Keeps paid growth profitable; cut brand spend like influencers
Workedteam-processanalytics-attributionpaid-social
What they did
Model in the budget the blended CAC above which the company burns money (about $10-10.50 for Tiimo). Review blended CAC weekly/monthly; while it stays under the ceiling, keep growing; when the trend rises, change something. Use it to decide which activities to fund, cutting brand-type spend (e.g. influencer marketing) that doesn't drive revenue. App of the Year inbound traffic doesn't change the finite budget.
What happened
Used as the main spend guardrail; helped them stop costly branding activities.
- Stage
- Growth (post-funding growth)
“if our CAC is under $10, 10 and 1/2 dollars, then uh we can continue growing, there's no problem. But if it goes above, then then we crash after a certain time”
“now we we have this sort of like CAC threshold that we look on a on a weekly/monthly basis, where if we keep our blended CAC under 10, then we good”
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More from Tiimo
All 17 Tiimo tacticsMore from this episode
- Tiimo: Post 1-2 App Store in-app events a month and keep nominating your app to AppleApple's editors started asking for promo artwork; part of the path to App of the Year 2025
- Tiimo: Watch WWDC as a team and build the new Apple features by SeptemberCompany says it got Apple's attention; no numbers
- Tiimo: Pick one number, tasks done on day one, and rank every feature by itCompany says it helped them focus; no numbers
- Tiimo: In onboarding, let people add things they already do daily, like brushing teethMore tasks created; company says it helped
- Tiimo: Send reminders about the exact tasks people chose during signupPart of a set of changes the company says helped; no numbers
- Tiimo: Celebrate finished tasks with confetti and streaks so progress feels realHelped quite a bit in recent months, per the company; no numbers
- Tiimo: Add a 3x-priced tier with expert courses and body doublingHurt growth numbers; parked to refocus on the planner
- Tiimo: Shut down a weak Android app, then rebuild it properly when you canFreed team time; a rebuilt Android app relaunched and is catching up to iOS
- Tiimo: Remove a feature only a few power users love if it slows buildingUnpopular with those users; built a close substitute
- Tiimo: Spend a lot on influencer marketing while testing many thingsBuilt brand more than revenue; now only done carefully under the cost cap
- Tiimo: Use Meta for broad audiences and Apple Search Ads for 'ADHD planner' searchesASA up to 50% cheaper per trial; ADHD-identifying users convert 3x
- Tiimo: Run one Meta campaign per country, broad targeting, one ad set per creative themeBetter cost control, per the company; no numbers
- Tiimo: When a winning ad tires, test its message and its look separatelyThe clean Apple-like look, not the laundry message, drove the win
- Tiimo: Put your App of the Year badge everywhere: ads, screenshots, banners
- Show the paywall before asking people to sign upSales up 52%; 60% had been dropping off at sign-up
- App Masters: Label sign-in buttons 'Continue with' instead of 'Sign up with'10% better in the host's A/B test
- Play your app's sounds during onboarding if the app is immersiveHost says it usually lifts conversion; no numbers