reveal sales secrets new webinar subscription app publishers
TRANSCRIPT
Reveal SalesSecrets
New Webinar
Subscription App Publishers
Starring:
Mike HaneyUS Director Mag+Digital Development Director, Popular Science
Simon TisminezkyCEO and Co-Founder SpeedDate.com
Moderated by:Kathy McCabe, EditorSubscription Site Insider
There is a Science to Growing App Profits
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#1. Pricing
B2C Pricing Examples
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
$7.99 per month
$5.99 per month or $59.99 per year
B2B Pricing Examples
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
$2.99 month Free w/ $95.00 month online upsell
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
People expect to pay less for digital, but not nothing
Discounts are a must Sale offers work There is a business here:
$500,000 in net consumer revenue in year one$180,000 in net consumer revenue in subs Feb-April 2011
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
FREE versus
Subscriptions
Micro transactions
3 Price Testing Notes:
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
1. A/B testing is not possible
2. Can change the price anytime you want 3. Very difficult to track anything other
than pricing
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#2. Offers
Offer Questions
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Should discounts have deadlines?Which offers do you want to test soon?How should your offer to current other-
platform subscribers vary from your offer to newbies?
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Discounting Tests:$2.99 (vs $4.99)$14.99 (vs $19.99)
Term Tests:Month to Month6-Month
SPECIAL OFFER!
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Seasonal Offers:Valentine’s Day
Discount Tests
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#3. Marketing (Beyond the Obvious Tactics)
What’s “Obvious”?
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Ads on your own site Ads in your own email newsletter Blasts to your own email opt-in list Ads in your other “owned” media
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Apple Endorsement = #1!
Other:Tapjoy and AdMobBlog reviewsOptimizing iTunes
store presence: keywords, copy, category
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Advertise via other apps in same category
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#4. Previews
External Previews
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Suspicion: Preview videos probably work better than screenshots.
In-App Previews
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
The Times iPad Edition is absolutely free of charge for the first 30 days. At the end of your 30 day preview you will be given payment options to continue. This offer applies to new customers only.
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Current Test: Free 10-page preview issue for PopSci and PopPhoto
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Time Limit on Free Service:SpeedDate as many people as you want … but only for five minutes
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#5. Working with
Deal Overview
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Keep 70% of cash on App StoreWeekly direct payments NO refunds or partial term cancels (!)No non-compete 7-14 day “load” time to begin selling AppsNO subscriber contact info unless each buyer gives to
youPublishers who sell subs on own sites keep 100%
Any Special Tips?
Mike HaneyUS Director Mag+Digital Development Director, Popular Science
Simon TisminezkyCEO and Co-Founder of SpeedDate.com
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#6. How to Get Subscribers to Share Contact Info With You
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Ask for information upfront• Over 18• Gender• Email • Location: through GPS (API call)
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#7. Content App Buyers Love the Most
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
See who’s viewed you
Send messages
Test per-use vs. subscription fee
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#8. Metrics
Apple-Provided Metrics:
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Any Metrics Surprises?
Mike HaneyUS Director Mag+Digital Development Director, Popular Science
Any Metrics Surprises?
Simon TisminezkyCEO and Co-Founder SpeedDate.com
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
#8. Working with Other App Platforms
Other Players
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Estimated 2011 App Sales
Source: iSuppli, May 2011
Your Experience Beyond Apple?
Mike HaneyUS Director Mag+Digital Development Director, Popular Science
Simon TisminezkyCEO and Co-Founder of SpeedDate.com
Live Q & A
How to “raise your hand” to ask a question
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
You’ll be “unmuted” and invited to talk
Watch for the microphone icon to turn green
© 2011 Subscription Site Insider, published by Anne Holland Ventures, Inc. All rights reserved.
Thank You and Contacts
Mike HaneyUS Director Mag+Digital Development Director, Popular [email protected]
Simon TisminezkyCEO and Co-Founder [email protected]
Moderated by:Kathy McCabe, EditorSubscription Site [email protected]
