The playbook, in the open
Blog
What actually moves revenue on a mobile app. Paywalls, pricing, ad economics. No fluff.
Your Paywall Is Where You Win or Lose the Sale
Why the paywall is the highest-leverage screen in your app, the four things almost every paywall gets wrong, and how a disciplined test loop turns it into your best salesperson.
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Pricing Is a Decision, Not a Number
How to think about app pricing like an operator: anchoring, the annual-versus-monthly game, why cheaper often earns less, and the questions to ask before you touch a single number.
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The Only Math That Decides If You Can Scale
A plain-English guide to LTV and CAC: what they really mean, why payback time matters more than the raw ratio, and why you cannot buy growth until this math works.
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The Free Trial Is a Loan, Not a Gift
Why free trials leak money, the two trial lengths that actually convert, and how to make the paywall land the moment the value is felt.
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Why One Price Fits No One
How offer segmentation and a well-built tier ladder capture willingness to pay across very different users, without cheapening the product.
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Retention Is the Whole Business
Why retention comes before any paywall or ad spend, the two curves that tell you the truth, and what to fix first when they sag.
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The First Session Decides the Sale
Why onboarding is really your sales pitch, the one job the first session has, and how to earn the paywall instead of ambushing users with it.
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