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Episode Overview
TomTom’s seasoned experts reveal the evolution of an iconic brand—from pioneering satnav devices to becoming a cutting-edge location data company powering premium mobile navigation. In this episode, Managing Director Pim Spaanderman and Head of Mobile Growth Kees Oostinjen share their insights on transforming traditional hardware into innovative app solutions like GO Navigation. They discuss strategic shifts in acquisition, rigorous testing to optimize pricing and user onboarding, and the unique challenges of catering to both everyday drivers and professional truckers.
Episode Topics at a Glance
• The evolution of TomTom: from satnavs to a comprehensive location data company
• Transitioning to premium mobile navigation with GO Navigation
• Data-driven acquisition strategies and performance advertising
• Optimizing user onboarding, trial experiences, and pricing models
• Tailoring navigation for professional truck drivers with custom featuresMore about TomTom’s Experts
Pim Spaanderman leads TomTom’s Consumer Business Unit, drawing on his e-commerce and telco background to steer the company’s transition from traditional navigation devices to innovative app solutions. With over a decade of experience, he champions customer-centric strategies that blend legacy strengths with modern digital innovation.
Kees Oostinjen, a long-time TomTom veteran, brings deep expertise in sales operations and analytics. His data-driven approach has been pivotal in refining acquisition tactics and optimizing the full customer journey—from trial to paid subscription—ensuring that TomTom stays ahead in a competitive market.
TomTom’s Links
• Pim Spaanderman on LinkedIn
• Kees Oostinjen on LinkedInTimestamps
[00:01:09] – Overview of TomTom’s consumer business and strategic evolution
[00:05:20] – Transitioning into a modern location data powerhouse
[00:08:05] – Differentiating premium navigation with GO Navigation
[00:10:01] – Acquisition strategies and performance advertising insights
[00:14:21] – The culture of continuous testing: pricing, trials, and user onboarding
[00:22:14] – Expanding the market: introducing truck-specific features for iOS and Android
[00:32:29] – Final thoughts and where to connect with the expertsEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Episode Overview
In this episode of Subscription League, we continue our conversation with David Heinemeier Hansson (DHH), co-founder of 37signals and creator of Ruby on Rails. We dive into the subscription business model, its pros and cons, and why some apps might be better off without it. DHH shares his unfiltered thoughts on pricing strategies, SaaS fatigue, and the evolution of software monetization—challenging industry norms along the way.
Episode Topics at a Glance
When subscriptions make sense—and when they don’tThe rise of subscription fatigue and consumer backlashThe alternative to SaaS: ONCE and one-time purchasesPricing strategies: Experiments, A/B testing, and market realitiesWhy not all best practices are actually bestThe psychology of pricing and how perception shapes buying decisionsMore about David Heinemeier Hansson
David Heinemeier Hansson (DHH) is the co-founder of 37signals (the company behind Basecamp and HEY), the creator of Ruby on Rails, and an outspoken advocate for rethinking conventional business wisdom. Known for his contrarian approach, he challenges mainstream SaaS and startup trends, advocating for sustainable and independent business models.
Books by DHH
📖 Rework – Rethinking how to run a business
📖 Remote: Office Not Required – Challenging the need for physical offices
📖 It Doesn't Have to Be Crazy at Work – Pushing back against hustle cultureLinks
🔗 David Heinemeier Hansson’s Twitter
🔗 37signals Website
🔗 HEY Email App🔑 5 Key Timestamps
[00:01:21] – The problem with subscription overload and consumer fatigue
[00:04:24] – The real difference between SaaS and one-time purchases
[00:07:12] – Introducing ONCE: A new alternative to subscriptions
[00:12:29] – Raising prices vs. increasing signups: What actually works?
[00:17:39] – The cost of bad design: A multi-million dollar mistakeEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Saknas det avsnitt?
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Episode Overview
David Heinemeier Hansson (DHH) joins the Subscription League podcast to discuss his fight against App Store policies and monopolistic practices. From launching the HEY email app to addressing challenges in the subscription space, DHH shares his bold perspectives on app distribution, developer rights, and the future of platforms like iOS. He emphasizes the need for competition in the ecosystem and highlights Apple's complex relationship with privacy and revenue generation.
For noteworthy quotes and key takeaways, read the article -
Episode Topics at a Glance
The launch and challenges of the HEY email appWhy App Store policies are harmful to developers and consumersThe economics of monopolistic platforms like iOSComparing app distribution models: Apple vs. Android vs. MacThoughts on regulatory interventions and EU's Digital Markets ActSolutions for improving developer freedom and user choiceMore about David Heinemeier Hansson
David Heinemeier Hansson is a programmer, author, and entrepreneur. He is the co-founder and CTO of 37signals, creators of Basecamp and HEY. DHH is also the creator of Ruby on Rails, a widely used web application framework. In addition to his tech achievements, he is an accomplished race car driver, having competed in the 24 Hours of Le Mans. With a passion for developer advocacy, DHH has been a vocal critic of monopolistic practices in the tech industry, especially around app distribution and payment systems.
Books by DHH:
ReworkRemote: Office Not RequiredIt Doesn't Have to Be Crazy at WorkLinks
David Heinemeier Hansson’s Twitter37signals WebsiteHEY Email AppTimestamps
[00:01:10] Early career and the creation of Ruby on Rails[00:06:35] Success stories with Basecamp[00:10:45] Challenges of launching HEY and fighting Apple[00:18:20] Breaking down App Store monopolies and the need for change[00:24:50] EU regulations: Hope or hindrance for developers?[00:32:15] Proposals for fixing app distribution ecosystemsEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Episode Overview
Francescu Santoni, CEO of Mojo, shares the journey behind building a leading social media tool for creating reels and stories. From overcoming early challenges in virtual reality to pivoting to Mojo’s current success, Francescu dives into key growth strategies, the role of user-generated content, and Mojo’s subscription model. This episode also explores the balance between user accessibility and high-quality features, as well as how Mojo stays competitive in a fast-evolving app landscape.
For noteworthy quotes and actionable insights, check out the article - Scaling Mojo: How to Build a Subscription App with 40M+ Downloads
Episode Topics at a Glance
Pivoting from virtual reality to reels and stories with MojoChallenges in the social media and content creation spaceHow subscription models and free trials drive engagementUsing A/B testing to optimize the user experience and retentionBalancing accessibility with high-quality content for usersMore about Francescu
Francescu Santoni is the CEO of Mojo, an app that empowers users to create standout social media videos with ease. With a background that includes building augmented reality apps and experience with Y Combinator, Francescu focuses on making high-quality video creation accessible to everyone, from everyday users to small businesses.
Francescu’s Links
Francescu’s LinkedIn profileMojo app websiteTimestamps
[00:01:17] Elevator Pitch for Mojo
[00:02:44] From Virtual Reality to Mojo
[00:04:52] Pivoting to Monetization and Subscription
[00:08:01] Phases of Growth at Mojo
[00:13:29] The Role of Subscriptions in the App Industry
[00:18:27] Innovation and Keeping Up with Trends
[00:23:02] The Impact of Generative AI on Mojo
[00:25:40] A/B Testing Insights
[00:28:44] What Other Apps Can Learn from MojoEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Timestamps
[00:00:20] - Introduction to Robyn Exton and HER[00:02:10] - Robyn's Early Days and Learning to Code
[00:04:55] - Early User Acquisition Strategies
[00:07:50] - Competitive Landscape and Differentiation
[00:11:00] - User Behavior and Market Size
[00:14:30] - Current User Acquisition Channels
[00:17:00] - A/B Testing and Onboarding Insights
[00:19:30] - Brand Partnerships and Authenticity
[00:23:00] - Future of the LGBTQIA+ Dating Space
[00:27:00] - Challenges in Different Markets and User Safety
Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Episode Overview
Eleanor Hughes shares insights into the successful marketing campaign at Freeletics. Discover how the introduction of the Base Streak into the Freeletics app enhanced user engagement, making it more interactive and motivational. The episode also delves into the importance of incorporating user-centric features and the impact of the enhanced onboarding process on campaign performance.For noteworthy quotes and key takeaways from the episode, read the article -
How Freeletics is rising above the crowded fitness app industry with Eleanor Hughes
The introduction of the Base streak in the Freeletics appChallenges in the fitness industry and retention strategiesChallenges and the implementation of A/B testing for onboardingThe positive impact of improved onboarding on campaign performanceThe significance of streaks in encouraging user engagement and interaction
Episode Topics at a Glance
More about EllieEleanor Hughes is a marketing expert with 13 years of experience, having worked for some of the world’s biggest brands, including Sony PlayStation, Getty Images, Rockstar Games, Intel, and frog. As the Marketing Director at Freeletics, Ellie is currently responsible for global consumer marketing, including communication, creative content, social media, B2B, and brand and product reputation across all consumer touchpoints, managing a team of 20 people.
Felix’s Links
Ellie’s LinkedIn profile
Freeletics website
Timestamps
[00:06:55] Early days and growth of Freeletics
[00:11:52] Challenges in the fitness industry and retention strategies
[00:16:25] Implementing new product features for increased engagement
[00:21:07] Launching the "Not Just A Fling" marketing campaign
[00:24:01] Testing the Super Bundle partnership initiative
[00:28:12] Pausing the A/B/C test and identifying issuesEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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In this episode, Megan Cohen, Growth Marketing Manager at IFTTT shares her journey from immersive art marketing to tech. She talks about using AI and video content to boost engagement, and the importance of focusing on key metrics like the AARRR Pirate Metrics. Megan delves into how IFTTT leveraged segmentation to monetize its large user base, with a surprising campaign success in Brazil. She also highlights the shift towards catering to 'enterprises of one,' like solopreneurs, and discusses the nuances of marketing across different platforms and countries.
Read more in the article - From segmentation to setting the right metrics: Tips on growing your user base from IFTTT's Megan Cohen.
Megan's background in immersive art and its impact on her tech marketing approach.The role of AI and video in marketing.Application of AARRR Pirate Metrics in SaaS.Segmenting IFTTT's user base for monetization.The effectiveness of a targeted campaign in Brazil.Focusing on the 'enterprise of one' market segment.Marketing strategies across platforms and geographic locations.
Episode Highlights
More about MeganMegan Cohen is a seasoned Growth Marketing Manager at IFTTT. She's an expert in analytics, paid media, and campaign optimization, where she has led initiatives that consistently deliver positive ROI. Megan is passionate about turning data into actionable strategies for growth, blending analytical rigor with creative marketing solutions. Her work emphasizes data-driven decision-making, aiming to produce engaging and effective marketing outcomes. For more insights into her marketing approach and achievements, connect with Megan on LinkedIn.
Megan’s LinksMegan's LinkedIn profile
IFTTT
Timestamps:[00:01:26.230] - Transitioning from Immersive Art to Growth Marketing: A Strategic Shift.
[00:02:33.170] - Introduction to AARRR Metrics: A Deep Dive into SaaS Marketing Techniques.
[00:03:44.860] - Monetizing IFTTT's Large User Base: Strategic Segmentation Approaches.
[00:04:32.820] - Custom Landing Pages in App Stores: Evaluating Their Success and Strategies.
[00:05:54.080] - Strategies for Converting Web Users to Mobile App Users.
[00:07:26.430] - Navigating the Shift to B2B: Targeting 'Enterprise of One' with IFTTT.
[00:09:30.620] - Addressing Marketing Challenges: New Approaches for 'Enterprise of One'.
[00:11:49.720] - Adjusting to Mobile App Tracking Changes: Strategies and Insights.
[00:14:35.140] - The Role of iOS Shortcuts: Competition and Cooperation with IFTTT.
Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Felix takes us through his creation of Fastlane, which began as a college project to solve his own frustrations with app deployment and grew into a major tool used by developers worldwide, eventually being acquired by Twitter and Google. He also introduces us to ContextSDK, his latest venture designed to make apps smarter by understanding the user's context. Felix offers a peek behind the curtain at the differing work cultures of Twitter and Google, shares his insights on the changing landscape of the European tech scene, and discusses the shift towards remote work. Additionally, Felix speaks on the importance of security, privacy, and putting the user first in app development.
For noteworthy quotes and key takeaways from the episode, read the article -
Inside the tech evolution: Insights from Fastlane and ContextSDK founder Felix Krause
The origins and impact of FastlaneTransitioning from developer tools to context-aware technologies with ContextSDKSecurity, privacy, and enhanced user engagementInsights into corporate cultures at Twitter and GoogleThe evolution of the European tech ecosystem and remote work trendsFelix's personal journey and contributions to the tech community
Episode Topics at a Glance
More about FelixFelix Krause is known for his significant contributions to the mobile development community, notably as the creator of Fastlane and ContextSDK. His work on Fastlane led to acquisitions by Twitter and then Google, highlighting the impact of his innovations in streamlining app deployment processes. Besides his developmental achievements, Felix is an active security and privacy researcher, offering his insights through talks and as the author of "iOS-Factor." For those interested in a more personal look at his life, Felix maintains howisFelix.today, a website that showcases a quantified view of his daily activities and experiences.
Felix’s Links
Felix’s Linkedin profile
ContextSDK websitehowisFelix.today
Timestamps[00:01:19.700] - Fastlane: From University Project to Big Success
[00:06:22.940] - Introduction to ContextSDK
[00:09:41.990] - Use Cases for ContextSDK
[00:13:26.900] - Initial Success with ContextSDK
[00:16:54.770] - Privacy and Data Processing in ContextSDK
[00:19:22.650] - Potential User Concerns about ContextSDK
[00:22:10.550] - Importance of Lightweight SDKs
[00:24:51.400] - Exploring Felix Krause's Websites
Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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All about scaling an app by leveraging both web and app subscriptions!
In this exciting episode, we chat with Yeva Koldovska, the product manager at Headway, the world's most downloaded book summary app with over 18 million downloads.
Yeva shares valuable insights into Headway's journey and its strategic decision to offer web and in-app subscriptions.
Listen to the episode to uncover the profound impact of subscription variations on revenue and audience diversification, along with the behavioral differences and revenue advantages of web subscriptions.
For noteworthy quotes and key takeaways from the episode, read the article - Unlocking growth and diversification: the power of web and in-app subscriptions with Yeva Koldovska (Headway)
Headway and its growthOffering subscriptions through web and in-app channelsReasons for including web subscriptions and diversifying revenue streamsImpact of privacy updates on user tracking and attribution qualityDifferences in user behavior and preferences between web and app subscribersHigher lifetime value (LTV) of web subscribers compared to app subscribersAdvantages of the web funnel
Episode Topics at a GlanceMore about Yeva
Yeva Koldovska is a Product Manager at Headway, a company specializing in subscription-based services. With her expertise in product management, Yeva plays a crucial role in overseeing the development and enhancement of Headway's subscription offerings. She brings a wealth of knowledge and experience to the table, enabling her to effectively identify and address the needs of Headway's diverse user base. Yeva is known for her strategic thinking, analytical skills, and ability to collaborate with cross-functional teams to drive product success.Yeva’s Links
Yeva’s Linkedin profile
Headway website
Nibble website
Timestamps
[00:00:37]: Growth of Headway
[00:01:04]: Discussion about Headway's global team
[00:01:21]: Headway's book summary app and Nibble
[00:02:09]: Why offer subscriptions through both web and in-app
[00:03:51]: The impact of iOS 14.5 privacy updates on Headway's strategy
[00:05:14]: Differences in user behavior between web and app subscriptions
[00:07:00]: Benefits of web subscriptions in terms of user commitment and retention
[00:08:27]: Targeting different audiences with web and app subscriptions
[00:09:54]: User behavior and content preferences on web subscriptionsEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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In this episode, we sit down with Thomas Clavelloux, Chief Data Officer at Molotov TV, a groundbreaking French TV streaming platform.
Thomas shares captivating insights into how Molotov TV is redefining the way we consume television in the digital age. From seamless cross-device viewing to innovative features, Molotov TV brings the charm of traditional TV-watching to the modern world. Join us as we explore the fascinating journey of Molotov TV and its unique approach to the TV landscape.
Takeaways and the episode summary are available here: Unveiling the streaming revolution: a conversation with Thomas Clavelloux (Molotov)
Episode Topics at a GlanceMolotov's unique product model!
Impact of content quality on revenue models.Utilizing add-ons like DVR hours and previews.How data helps enhance the product experience.Apple Vision Pro's potential impact on streaming.Content differentiation for subscriptions and ad support.
Timestamps:
[00:00:43]: Overview of Molotov TV
[00:01:27]: Thomas' Experience in the TV Landscape
[00:04:21]: The Role of a Chief Data Officer
[00:06:07]: Creating a Data Culture in the Company
[00:08:28]: Platform Approach vs. Doing Everything for Teams
[00:10:11]: Challenges of Handling Multiple Platforms
[00:12:26]: Key Metrics for Subscription Management
[00:14:04]: Differences Between Molotov and Fubo around subscriptions
[00:16:45]: Content Quality and Subscription vs. Ad-Supported
[00:18:43]: Add-Ons to Enhance Subscription Value
[00:21:40]: Potential Impact of Apple Vision Pro
[00:24:55]: How to Connect with Thomas Clavelloux
[00:25:33]: ConclusionEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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These are examples of successful apps in Kovalee’s portfolio.
Bend, the #1 stretching app worldwide: 9x User LTV, 150x MRR PepTalk, a 5-star motivational companion: 22x MRR, 5x User LTV, 10x active subscriptionsWeBurn, a workout app for women: 4x User LTV, 10x monthly recurring profits PLAW, a phone customization app: 5x User LTC, 20x monthlyThe secret sauce for such remarkable growth?
Kovalee’s unique in-house tech & expertiseApps with high potential (the hidden gems)The test-and-learn methodology
In short:Listen to the full episode to hear from Kovalee’s CEO and Co-founder, Vincent, about his journey of turning ordinary apps into world leaders, the company’s value proposition, and the 6 pillars of an app’s success.
The role of a publisher in app development Examples of successful app partnerships with Kovalee Onboarding and A/B testing Forecasting and automation technologies User acquisition with smart technologies Monetization tips: personalization and segmentation
For noteworthy quotes and key takeaways from the episode, read the article - Turning ordinary apps into worldwide leaders with Vincent Hart de Keating (Kovalee)
Episode Topics at a GlanceMore about Vincent
After successfully founding one of the largest publishers of mobile gaming apps, Homa Games, Vincent is now the CEO & Co-founder of Kovalee - a company that brings the publishing model to non-gaming apps. Since it was founded in 2021, Kovalee has helped several apps reach #1 worldwide through its team of experts and in-house technologies. Vincent has over 10 years of experience working with apps and is passionate about empowering small teams of app creators to become resounding successes worldwide.
Vincent's LinkedIn
Timestamps[00:05:12]: The role of a publisher in app development
[00:09:01]: Examples of successful app partnerships with Kovalee
[00:13:29]: Onboarding and A/B testing
[00:20:00]: Forecasting and automation technologies
[00:22:00]: User acquisition with smart technologies
[00:23:58]: Monetization tips: personalization and segmentationEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Who could have imagined that walking could become a source of income?
It may sound unbelievable, but Sweatcoin makes it possible.
Back in 2015, Sweatcoin burst onto the scene with an impressive $6.3 million in funding. Since then, it has experienced exponential growth, boasting an astounding user base of over 120 million people worldwide.
So, how does Sweatcoin work? The app, available for free, tracks users' daily steps. For every 1,000 steps, users earn one Sweatcoin, which can be exchanged also for Bitcoin.
But how does the app generate revenue to pay its users? In a nutshell, Sweatcoin has three primary revenue streams: advertising revenue, brand affiliations, and premium memberships.
As we delve deeper into Sweatcoin's business model, curiosity arises. That's precisely why we invited Rowan Pereira, the group product manager at Sweatcoin, for this episode. Join us and listen to the full conversation to discover the app's effective growth strategies, user retention techniques, revenue generation channels, and the value of its premium subscription.
For noteworthy quotes and key takeaways from the episode, read the article - Redefining motivation and user retention in the fitness app landscape with Rowan Pereira (Sweatcoin)
Rowan's experience working with Multiply and Lingumi Overview of Sweatcoin and its growth strategy Reasons for habit formation Metrics for measuring user engagement and retention Focusing on early user experience and A/B testing for growth engine The impact of premium upsells on retention Competing with bigger brands
Episode Topics at a Glance
More about Rowan
Rowan is a dynamic growth-oriented professional with seven years of experience in product management. Currently serving as a Group Product Manager at Sweatcoin, she is fueled by a high-energy personality and a strong passion for promoting gender equity. Beyond her tech career, Rowan enjoys drawing portraits and seeks creative outlets whenever possible. Inspired by her father's tech background, she embarked on a similar path, finding fulfillment in making a positive impact. Notable achievements include spearheading an impartial campaign during the 2016 referendum and launching the UK's first regulated financial advice app, Multiply. In her current role, Rowan played a pivotal role in the unparalleled growth of Sweatcoin, acquiring 60 million new customers worldwide and topping the charts as the most downloaded health and fitness app globally.
Rowan’s LinksRowan’s LinkedIn
Sweatcoin on App Store
Sweatcoin on Google Play
Timestamps[00:00:01]: Introduction to Subscription League podcast
[00:02:35]: Rowan's experience working with Multiply and Lingumi
[00:04:35]: Overview of Sweatcoin and its growth strategy
[00:11:39]: Reasons for habit formation
[00:13:20]: Metrics for measuring user engagement and retention
[00:18:57]: Focusing on early user experience and A/B testing for growth engine
[00:22:54]: The impact of premium upsells on retention
[00:23:35]: Competing with bigger brandsEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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In this podcast episode with Michael Ribero, Chief Subscriptions Officer at The Washington Post, we talk about challenges and opportunities that arise when transitioning from print to digital.
Michael shares his experience on how the new brand is succeeding through some time-sensitive challenges such as the COVID-19 pandemic and privacy policy changes.
Listen to the full episode to learn about The Washington Post’s success secrets including:
Running paper and digital subscriptions on distinctive strategiesAccommodating and understanding changes in technologyOptimizing the payment process for readers on Apple devicesPersonalizing with ethical considerationsFor noteworthy quotes and key takeaways from the episode, read the article - Transitioning to Digital: Insights from Michael Ribero of The Washington Post
Episode Topics at a Glance
Michael Ribero's transition to the media industry Washington Post's strategy for transitioning to digital and personalization efforts. Delivering personalized experiences Using data to inform monetization strategies Experimenting with pricing and cross-selling strategies AI in Journalism Reducing Friction for Subscriptions.More about Michael
Michael Ribero is the Chief Subscriptions Officer for The Washington Post. In this role, Michael oversees The Post’s digital subscriptions business and plays a vital role in The Post’s international growth. Michael works across marketing, product, analytics, finance, and news.
Michael Ribero joins The Washington Post from Paramount+, where he was Vice President of Global Marketing. Previously, he was General Manager of Brand and Media at Sling TV. Prior to Sling, Michael worked at Visa, and, earlier in his career, he was a technology investment banker, advising emerging technology companies on key growth initiatives.
Michael graduated from Dartmouth College with a degree in Engineering modified by Economics and an MBA from Kellogg Graduate School of Business at Northwestern University. He is happiest with his wife and 4 children either wearing cowboys or skiing in Colorado.
Michael’s LinksMichael’s LinkedIn
The Washington Post on App Store
The Washington Post on Google
Timestamps
[00:01:07]: Michael Ribero's transition to media industry
[00:03:16]: Washington Post's strategy for transitioning to digital and personalization efforts.
[00:10:34]: Delivering personalized experiences
[00:13:27]: Using data to inform monetization strategies
[00:16:09]: Experimenting with pricing and cross-selling strategies
[00:21:15]: AI in Journalism
[00:23:39]: Reducing Friction for Subscriptions.Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Education apps for children have become increasingly popular in recent years with growing competition in the market. In a recent podcast, We sat down with Gonzalo Rodriguez, CEO of Papumba, to discuss the app’s growth secrets. Papumba is a digital safe playground designed specifically for kids aged 2-7, offering a variety of educational games, books, videos, and audio stories that engage and educate young minds.
Creating a trustworthy and safe app for kidsBeing Featured in Apple App StoreGenerating 40% of additional revenue by localizing the content improving the adoption of annual plans to increase the lifetime valueFor noteworthy quotes and key takeaways from the episode, read the article - Making a trustworthy and user-friendly language learning app with Gonzalo Rodriguez (Papumba)
Episode Topics at a Glance
Introduction to PapumbaChallenges of approaching the Kid's categoryKeeping a close relationship with AppleGetting featured by AppleBoosting credibility and appealing to the parentsOptimizing the content for young children who can’t readLocalizing the content to increase revenueImproving the Adoption of Annual Plans
More about GonzaloGonzalo Rodriguez is an accomplished Argentinian entrepreneur and passionate CEO with a deep love for parenting and education. As a two-time startup founder, he currently leads Papumba, a VC-backed Edtech platform focused on helping families around the world raise confident and ready-for-school children. As a devoted father to a 2-year-old toddler, Gonzalo understands the importance of providing high-quality, expert-curated content to support children's development.
Gonzalo’s LinksGonzalo’s LinkedIn
Papumba on the Appstore
Papumba on Google Play
Papumba on Instagram
Papumba’s website
Timestamps
[00:01:01]: Creating a parenting app
[00:03:19]: Papumba's deployment and top markets
[00:14:05]: Increasing Annual Plan Adoption
[00:17:07]: Failed Experiments and Lessons Learned
[00:20:57]: Building Habits and Expanding Content OfferingEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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For episode 23 of the Subscription League Podcast, we had the pleasure of discussing tips and frameworks with a behavioral science expert and the founder of a product growth agency, Applica Sviat Hnizdovskyi. Sviat shared valuable insights on how companies can improve their app subscription, LTV (customer’s lifetime value), and monetization.
Listen to learn more about his tips for optimization subscriptions, Applica’s experiment history review framework, Sviat’s passion for behavioral science, and other key takeaways from the episode.
For noteworthy quotes and key takeaways from the episode, read the article - Framework for subscription optimization: tips from behavioral science expert Sviat Hnizdovskyi (Applica)Episode Topics at a Glance
Sviat’s Passion for Behavioural Science. Strategy to increase ARPU Tips for subscription optimizationExperiment categoriesApplica’s experiment history review frameworkPre-requisites to run Sviat’s framework. Type of companies Sviat is working with to build this framework.More about Sviat
Sviat is currently the founder of Applica, a London based product growth agency. Sviat has years of experience in behavioral economics, social & cognitive psychology, and data-driven digital product analytics. During his time at Applica, Sviat has helped companies like Loona, FitMind, Fabulous, Drops, and Freeletics increase significantly their app ARR. Recently, he founded the Open Minds Institute - an international think & do tank that cultivates open-mindedness and behavioral change for peace & freedom.Sviat’s Links
Sviat’s Linkedin Profile
Sviat’s Twitter
Open Minds Institude
Applica’s Experiment History Review Framework
Timestamps
00:37 - Sviat’s Passion for Behavioural Science.
01:53 - Strategy to increase ARPU
03:57 - Making the transition from employee to entrepreneur.
05:33 - Creating steps of Framework.
08:05 - Categories of experiments.
11:50 - Recategorizing the experiments.
12:31 - Next step after having category
13:42 - Does this framework differs for different countries?
16:29 - How to start experimenting after getting the data.
19:08 - Tracking multiple metrics with the same framework.
20:33 - How do you deal with long running tests?
22:33 - Minimum setup required to run Sviat’s framework.
24:58 - Type of companies Sviat is working with to build this framework.
26:36 - Experiment that surprised Sviat.
Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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Mimo is an app that teaches coding through a gamified learning process. The company runs experiments to enhance its product by introducing new features and improving existing ones.
full funnel optimizationgrowth metrics and their trade-offsimportance of segmentation
In the Subscription League podcast episode 22, Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo, shares her experience overseeing the development of the experimentation culture in the company and other valuable app growth tips onFor noteworthy quotes and key takeaways from the episode, read the article -
How Mimo Builds an Experimentation Culture with Ekaterina Gamsriegler
What is the Mimo appEkaterina's motivation for her app course Ekaterina's takeaways from launching the app Challenges in building the experimentation culture at MimoDifferent frameworks to nurture the experimentation cultureCommon mistakes made by app foundersImportance of user segmentationThe importance of retention and measuring it
Episode Topics at a GlanceMore about Ekaterina
Ekaterina is a seasoned marketer with 13+ years of experience in various growth and marketing roles. She started her career in SEO and later shifted to digital marketing and mobile, gaining experience across all parts of the funnel.
She has worked at both big and small companies, including dotDigital Group, IG, SEO PowerSuite, Runtastic, Storebox, and Mimo, where she currently leads the Marketing department.
In addition to her work, Ekaterina also teaches digital marketing at an online bootcamp, mentors on various platforms, and consults startups and scaleups on growth. She recently launched a course on growing B2C mobile apps, which has an average rating of 9.7 and 20 happy students.
Ekaterina LinksEkaterina’s LinkedIn
Ekaterina’s Twitter
Ekaterina’s online course to launch a marketing strategy for your app in 10 days. Special offer for our podcast listeners: Use the promo code 'League20' for a 20% discount!
Timestamps
0:00 Welcome to the Subscription League0:21 Ekaterina Gamsriegler and MIMO introduction
1:42 Ekaterina's motivation for her app course
4:36 The challenges Ekaterina faced with MIMO
6:51 Difference between current vs old audience
8:56 Ekaterina's takeaways from launching the app
10:41 The expected user journey for the new offer
13:06 Were you surprised by users' reasons to learn code?
14:06 MIMO's experimentation culture and development
20:22 How did you choose your course tagline?
23:32 What are some common mistakes founders make?
29:30 The importance of retention and measuring it
35:14 Where to learn more about Ekaterina
36:59 Thank you for listening!
Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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App monetization is a hot topic in nearly any industry. While creating an app can be a lucrative business, it can be difficult to stand out and generate revenue with so many apps available. In the Subscription League podcast episode 21, Steve P. Young, an app marketing expert and founder and CEO of App Masters, shared his top tips for app monetization including the followings:
target 100% paywall viewsadd the paywall to the onboarding processstop building more featuresfocus on improving the rate of trials to subscriptionscarefully consider the length of the app’s trialsuse data as social proofFor noteworthy quotes and key takeaways from the episode, read the article -
How to Monetize Your App: Expert tips from Steve P. Young (App Masters)
The story behind App MastersSteve’s youtube content initiativeApp monetization tipsWhy onboarding works and the proofsWhy trial works and the proofsShowing a paywall early on to 100% of the usersPaywall content tips (long vs short, pricing table)Feature led vs value-ledUsing data as social proof
Episode Topics at a Glance
More about SteveSteve P. Young is the founder of App Masters the app marketing agency that helps grow apps faster, better & cheaper.
From top-charting apps to the world’s biggest brands to small indie app startups, App Masters guides you through our successes and failures to ensure that you have a proven framework to ultimately find your success.
He is an author, speaker, and host of the #1 app marketing YouTube channel. He has interviewed the biggest names including the co-founder of Shazam, Crossy Road, Mafia Wars, Color Switch, and more!
Steve’s LinksSteve’s Linkedin
Steve’s Twitter
App Master Youtube Channel
Podcast - App Marketing by App Masters
Timestamps0:00 Welcome to the Subscription League
0:21 Steve P. Young introduction and name explanation
1:13 How Steve founded App Masters
3:38 App Masters' brand partnerships
6:31 Steve's advice for CEOs for app monetization
9:34 What pushed you to get so involved with data?
11:28 How to incorporate paywalls during onboarding
13:11 The importance of showing a paywall early
15:50 What to include in a paywall
19:52 What is your experience with win-back offers?
23:20 Is a hard paywall a good idea?
28:31 Where to learn more about Steve
29:11 Thank you for listening!
Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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With over 50 million installs and a growing number of paying subscribers, PhotoRoom is scaling quickly across multiple markets across the globe. In our conversation, Olivier shares his insights on growth strategies in gaming and utilities, the challenges of scaling across markets, and the importance of experimentation and community-building.
We discuss how subscription-based utility apps like PhotoRoom defer from gaming apps that rely on one-time in-app purchases and user acquisition.
We also explore the challenges of scaling a business across multiple markets and how PhotoRoom is applying agile testing and learnings from one market to another.
Olivier also shares how PhotoRoom leverages TikTok content creators for user acquisition and emphasizes the importance of giving team members strong ownership and trust, making experimentation easy, and understanding the culture and needs of different markets.
Tuen in to learn more about PhotoRoom’s journey to grow its global footprint.
What is PhotoRoomMarket targeting and business strategies when growing an app internationallyTV apps vs. Photo editing and utility appsPhotoRoom’s challenges aheadLeveraging TikTok content for user acquisitionGrowth tips for utility appsBalancing ownership in a team
Episode Topics at a GlanceMore about Olivier
Currently VP Growth at PhotoRoom, the leading AI photo-editing app for resellers, small businesses, and marketplaces, Olivier has been leading revenue and user base growth since 2020. Recently, PhotoRoom has reached 50 million installs, has millions of active users and several hundred thousand paying subscribers.
Prior to joining PhotoRoom, Olivier was heading Molotov marketing operations, a TV streaming app used by millions of french households and recently acquired by Fubo and he led the monetization strategy of Wooga, the Berlin-based mobile gaming studio.
PhotoRoom websiteOlivier's TwitterOlivier's Linkedin
Olivier’s LinksTimestamps
0:00 Welcome to the Subscription League0:20 Olivier Lemarié introduction
0:50 The PhotoRoom editing app
2:59 Olivier's background and journey
3:44 Growth for utility vs gaming apps
4:49 Olivier's experience at Molotov vs Photo Room
8:04 Core challenges at PhotoRoom
9:30 PhotoRoom's test culture
11:32 PhotoRoom's value and retention with users
13:15 How PhotoRoom leverages TikTok content
18:07 Olivier's advice for growth
22:23 Balancing ownership in a team
23:20 What is PhotoRoom's North Star Metric?
24:20 Where to learn more about Olivier and PhotoRoom
25:15 Wrap Up
25:26 Thank you for listening!
Episode production by Mobdesign: https://podcasts.mobdesignapps.fr
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In this episode of the Subscription League, we explore the crucial balance between maximizing revenue and preserving subscriber satisfaction. Our guest, Vahe Baghdasaryan, a seasoned Growth Marketing Manager and 5-star Growth Marketing Mentor at CoinStats, offers invaluable insights into effective pricing strategies and monetization models for subscription apps.
Join us as Vahe highlights the importance of considering all aspects of monetization and emphasizes the significance of paywall optimization as just one piece of the puzzle.
You'll learn about:
1)the most commonly used pricing strategy2)valuing features using Max-Diff Analysis
3)how to understand the willingness to pay using the drop principle
4)what to test when experimenting with pricing (subscription length, location, price)
Tune in for valuable tips and expert advice on optimizing your subscription app's monetization strategy.
CoinStats’ approach to monetization Why understanding customers is importantWhat is a banded model in subscription pricingHow to value subscription features, How to measure the willingness to payThe drop principle - a commonly used product pricing strategiesPrice Experimentation - Big Testing for Big ResultsThe impact of subscription lengthLocation-based pricing
Episode Topics at a GlanceMore about Vahe
Vahe is a highly accomplished growth product and marketing professional with a wealth of experience in consumer startups across various industries, including education and fintech. He currently holds the position of Senior Growth Marketing Manager at CoinStats, where he is responsible for driving subscription optimization, user retention, and activation and leads the lifecycle marketing team. He has spoken internationally on engagement strategies, user activation, and onboarding optimization strategies. He’s also a 5-star rating mentor on GrowthMentor. Vahe has recently released his on-demand courses on subscription optimization & pricing strategy. More information can be found here.
Vahe’s Subscription Optimization & Pricing Strategy CourseVahe’s Twitter Vahe’s LinkedIn
Vahe’s LinksTimestamps
00:00 Welcome to the Subscription League
00:21 Welcoming Vahe Baghdasaryan
00:48 Vahe's transition from edtech to fintech
01:25 What have you learned from startup founders?
02:41 How has the FTX collapse impacted CoinStats?
03:53 Subscription optimization at CoinStats
10:04 Why pricing experimentation is important
15:02 What countries are driving most of CoinStats' revenue?
15:55 How do you set prices per region?
18:19 How to be careful about price discrimination
20:53 What is next for CoinStats?
23:00 Thoughts on the sunk cost fallacy
23:54 Where to learn more
25:00 Thank you for listening!
TranscriptEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
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When it comes to funding a young app venture, folks often seek out angel investors, venture capital, or equity investors. But in this episode, we sit down with Martin Macmillan, CEO of Pollen VC, to talk about a totally new way to finance an app business. It's called "revolving line of credit" funding and it's fast, flexible, and data-driven.
Tune in to hear Martin share insights on
How this financing method worksHow Pollen VC’s funding model differs from the othersWho can benefit from it How "Clean Room Accounting" strategy can help apps better manage their financesFinancial forecasting for subscription apps: Pollen's calculatorJoin us for a fresh perspective on app financing with Martin Macmillan.
For noteworthy quotes and key takeaways from the episode, read the article - A guide to financing your user acquisition with Martin Macmillan (Pollen VC)
Fixed-income trading Funding options for startupsHow Pollen VC invests in the UA stage The ideal investee profile for Pollen VCHow do you work and compete with your contenders? Clean room accounting for UA/monetization Why Pollen VC is moving toward subscription appsPollen’s online calculator: ROAS, LTV, and cash flow
Episode Topics at a GlanceMore about Martin
Martin Macmillan is Founder and CEO of Pollen VC. He has 20 years of experience in launching and building technology businesses in financial services and media sectors and a prior career as an investment banker.
Having directly experienced the growth challenges facing tech start-ups and the lack of debt financing options open to early-stage technology businesses, he saw the opportunity to marry his traditional financial markets and technology experience to create a new financing model for the app and gaming economy.
Prior to founding Pollen VC, Martin was CEO at Soniqplay, CEO at Level Four (acquired by clear2pay), and a Director of UBS in London and New York, where he ran the Eurocommercial paper (ECP) trading group and conceived and delivered UBS’ first client-facing electronic debt trading platform.
Pollen VC’s Links
Subscription app calculatorThe Definitive Guide to Selecting a UA Financing PartnerClean Room Accounting for UA/Monetization blog postRIP Mobile Games Publishing blog post
Timestamps00:00 Welcome to the Subscription League
00:20 What is fixed-income trading?
01:20 Martin's journey to founding Pollen VC
02:28 Ways a founder can fund their start-up
04:48 How Pollen VC pushes user acquisition later into the cycle
09:05 When should start-up founders get a revolving line of credit?
10:13 How do you work and compete with your contenders?
13:35 Clean room accounting for UA/monetization
15:58 Why are you moving towards subscription apps?
18:12 Where to learn more
22:49 Wrap Up
23:06 Thank you for listening!
TranscriptEpisode production by Mobdesign: https://podcasts.mobdesignapps.fr
- Visa fler
