『Sub Club by RevenueCat』のカバーアート

Sub Club by RevenueCat

Sub Club by RevenueCat

著者： David Barnard Jacob Eiting
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 Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.© 2023 RevenueCat マネジメント・リーダーシップ リーダーシップ 経済学
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  • Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba

    Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba
    2025/08/06
    On the podcast I talk with Lucy and Nicole about how customer-driven iteration led Zumba from VHS tapes in 2001 to launching an app in 2024, their app2web experiments that boosted LTV by 17%, and how they are able to charge for content when countless Zumba classes are available for free on YouTube.Top Takeaways:🗣️ Listening has driven 24 years of product evolutionEvery Zumba breakthrough — from instructor certifications born out of VHS buyer calls, to an app tailored for shy beginners — came directly from customer insights. The roadmap is data-led, not intuition-driven, ensuring they're always building what users genuinely want.🎯 Subscribers pay for structured programs, not endless contentZumba realized users were overwhelmed by free YouTube videos. By creating curated, goal-oriented programs, subscribers now watch twice as many videos and retention doubled. People will pay for guidance and curation — not just more content.🚀 Your growth ceiling depends on beginner retentionWith 70% of new users identifying as beginners, Zumba redesigned onboarding and UX to quickly move them toward completing three classes. Annual-plan signups reached 60%, and churn dropped dramatically. Early milestones for beginners unlock long-term growth.🌐 Web checkout can lower conversion yet raise revenueZumba shifted paywall taps to a simplified web checkout with Apple Pay and Google Pay. Immediate conversions dropped 25%, but higher annual plans, better retention, and no store fees drove a 17% lift in LTV. Optimize for long-term value, not just instant conversions.🔁 Speed of iteration beats legacy processes every timeZumba’s lean, agile team tests and pivots relentlessly — from paywall pricing to removing unsuccessful features. Daily checks in Mixpanel dictate what scales or what’s cut. Moving quickly and iterating beats established practices and keeps growth steady.About Nicole Page & Lucy Levy: 📱 Nicole Page is Senior Product Manager at Zumba, leading app development with a focus on user research and fast iteration. From onboarding experiments to web-first paywalls, she brings a data-driven mindset to every launch.💡 “Every launch is a hypothesis we’re testing, and we’re never afraid to pivot if the numbers tell us to.”👋 Nicole🚀 Lucy Levy is Chief Consumer Officer at Zumba, guiding the brand from VHS to app, boosting LTV 17% along the way with innovative strategies and beginner-focused design.🌍 Together, they’re modernizing Zumba’s global community.👋 LucyFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [00:02:44] From VHS to app store: How three Albertos turned dance fitness into a global brand.[00:06:26] Community is the product: Why Zumba built its business around instructors, not just workouts.[00:11:01] Research at scale: How hundreds of interviews revealed why “The Shy Beginner” is their most important user.[00:14:30] Better churn than never: Why people leaving the app for live classes still counts as a win.[00:15:54] Can’t compete with free? Yes you can: The Zumba app’s curated programs outperform YouTube.[00:17:25] Double the value: Adding structured programs led to twice the content engagement and better retention.[00:20:04] Cracking community: Why their first chat-based social feature failed and what they’re planning next.[00:22:56] Test everything: Zumba’s app team operates with a growth mindset inside a 24-year-old company.[00:25:22] Data before breakfast: Why daily Mixpanel check-ins drive fast iteration and culture change.[00:26:09] App-to-web win: How a 25% drop in conversion still led to a 17% lift in LTV.[00:30:19] Checkout optimization: Using Stripe, Apple Pay, and Google Pay to simplify the paywall experience.[00:35:07] Push, don’t annoy: The team’s smart notification timing strategy based on user habits.[00:38:44] Beginner, please: 75% of users identify as new to fitness, so the app is built just for them.[00:39:01] Add friction, raise conversion: How a longer onboarding flow improved paywall success.[00:40:51] One class to hook them: Why Zumba offers just one free class before locking the app.[00:43:25] Three’s the magic number: Users who complete three classes are much more likely to stick.[00:44:56] No trial, no problem: Ditching the monthly trial increased upfront revenue and annual plan adoption.
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    48 分
  • The Past, Present, and Future of Building on Apple — John Gruber, Daring Fireball

    The Past, Present, and Future of Building on Apple — John Gruber, Daring Fireball
    2025/07/23
    On the podcast I talk with John about the fascinating 40-year history of Apple’s developer relations, how almost going bankrupt in the 1990s shaped today’s control-focused approach, and why we might need an ‘App Store 3.0’ reset.Top Takeaways:🕹️ The 1980s: Apple’s developer DNA was born Apple’s earliest wins came from nurturing third-party developers, even spinning off its own apps to avoid competing with outsiders.💸 Microsoft saved Apple (literally) Apple’s near-bankruptcy in the ’90s made them both humble and wary—forever shaping how they deal with developers and competition.🍎 From “please build for us” to “we choose you” WWDC 2008 saw Apple begging for apps and evangelist emails on slides; today, it’s the other way around.🖥️ The “Delicious Era” fueled iPhone success Mac indie devs (Panic, Delicious Monster, Bare Bones) built a design-obsessed, passionate community—setting the stage for the iPhone App Store boom.🚪 App Store 1.0: A new world for indies For the first time, solo developers could launch businesses from home. No server costs, no payments hassle—just build, submit, and sell.🏦 Apple’s rules got stricter as the App Store grew As the App Store became a services giant, the partnership vibe faded. Developers went from partners to “users” of Apple’s marketplace.📉 App Store math now feels upside down Today, indie devs can pay Apple millions, while giants like Meta pay almost nothing. The fee logic and incentives don’t fit 2025.⏳ The platform needs an “App Store 3.0” reset John and David call for a new era: lower fees, clearer rules, and Apple acting as a true platform partner—not just a toll booth.🔄 Developer enthusiasm is Apple’s long-term moat Apple risks becoming a “legacy only” giant if it loses developer goodwill. The most important apps are still built by outsiders.👥 A generational handoff is coming With Apple’s senior leadership nearing retirement, now is the time to set new priorities: empower developers, invest in the ecosystem, and ensure Apple’s platforms stay vibrant for decades to come.About John Gruber: 🚀 Author of the Daring Fireball blog, host of The Talk Show, and co-creator of Markdown.🍎 John is a lifelong Apple fan and is passionate about discussing all things iPhone, App Store, and developer relations.💡 “I feel like Apple is dwelling on the success and the innovation that completely revolutionized the phone industry […] for too long and that they should move on and build something else new.”👋 Daring Fireball Resources: Bill Gates in 1984 promoting Apple Macintosh Bill Gates on stage with Steve Jobs in 1983The Macintosh Way — Guy KawasakiCocoa Programming for Mac OS X — Aaron HillegassDaring FireballFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Apple Kremlinology: Why understanding Apple requires a special kind of obsession - and a long memory.[4:58] Fanboys unite: David shares how his love of Apple led him from audio engineer to App Store developer.[8:48] Turning point: John’s link to David’s iPhone mileage app in 2008 helped jumpstart his indie career.[13:37] Joz, Phil, and Eddy: The developer relations and most of the App Store are overseen by three Apple execs who joined in the ‘80s.[17:01] The crossroads: How Apple’s early decision to unbundle first-party apps in the ‘80s encouraged third-party innovation.[21:25] Hands off: Why Apple’s decade-long retreat from building software paved the way for a thriving developer ecosystem.[27:07] Vision parallels: John compares Vision Pro’s slow start to the original Mac - and explains why it doesn’t have to be perfect (yet).[30:32] Betting on the future: How Apple playing the long-game is their biggest advantage in launching and sustaining new platforms.[33:55] What comes after the Mac: The ‘90s were filled with failed next-gen Apple platforms - and it almost killed the company.[36:47] Burned by success: Apple’s trauma from near-bankruptcy shaped their need to control developer relationships.[41:13] The App Store revolution: Why the 2008 launch of the App Store wasn’t just a business move, it was a turning point for software itself.[45:07] Developer momentum: How passionate indie devs and Mac software of the 2000s primed the iPhone for success.[53:46] iPhone jailbreakers: Why the jailbreak community may have pushed Apple to launch the SDK sooner than expected.[57:39] App Store 2.0: In 2016, Apple dropped some commission rates, opened up subscriptions, and kicked off a new era.[1:03:03] Time for 3.0: Why David believes the App Store needs another reset - and a shift in mindset.[1:08:26] Humility and hardware: Steve Jobs’ 1997 apology to a developer at WWDC still echoes - and it’s exactly what developers need to hear in 2025.[1:13:30] Holding on too tight: How Apple’s fear of ...
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    2 時間 17 分
  • Turning a Side Project into a Six-Figure Subscription Business – Eric Duffett, Shot Pattern

    Turning a Side Project into a Six-Figure Subscription Business – Eric Duffett, Shot Pattern
    2025/07/09

    On the podcast we talk with Eric about his journey from a failed first app to success with his second, the advantage of building for problems people are already talking about, and why he turned down a lucrative acquisition offer to keep building.


    Top Takeaways:
    🔍 Demand-first discipline wins
    Testing for willingness to pay before writing a line of code can spare you five years of false starts. Quick interviews or landing pages that capture real purchase signals reveal genuine demand—an indispensable early litmus test against building in a vacuum.


    🔄 Ride existing habits
    Rather than convincing users to adopt completely new rituals, plug into behaviors they already practice. When pros were manually measuring holes on satellite maps, the real breakthrough was automating that exact process in real time—sidestepping the steep education curve of a brand-new workflow.


    🛑 Bet on a long-term vision, not a quick exit
    An early $75K acquisition offer can feel like a no-brainer, but sometimes the best move is to walk away. Turning down a strategic buyout kept ownership in entrepreneurial hands and paved the way for multiples of that valuation through continued iteration and growth.

    💼 Treat side projects like businesses
    A side hustle stays a hobby until you put real money on the line. Investing $5K in core data and infrastructure forced a shift from tinkering to professional-grade execution—transforming assumptions into data-driven priorities and unlocking deeper product opportunities.


    🤝 Niche community fuel sparks growth
    No launch strategy outpaces genuine community engagement. By sharing expert tips in specialized forums and social channels before and during build, small audiences morph into early adopters, trial converts, and your most effective brand advocates.

    Resources

    • Very Good Ventures (Website)
    • Seth Miller (LinkedIn)
    • Curtis Herbert (LinkedIn)
    • Eric’s story (RevenueCat blog post)


    Follow us on X:

    • David Barnard - @drbarnard
    • Jacob Eiting - @jeiting
    • RevenueCat - @RevenueCat
    • SubClub - @SubClubHQ


    Episode Highlights:

    [3:24] If at first you don’t succeed: How (and when) Eric realized his first app, Undaunted Golf, didn’t have good product-market fit.

    [7:28] Try, try again: Why Eric’s second golf app, Shot Pattern, was a success.

    [11:21] If you build it: Instead of just launching on the App Store, Eric implemented a content marketing strategy to promote Shot Pattern.

    [13:18] Back to black: How Eric’s $5,000 upfront investment in Shot Pattern unlocked some key product differentiators and paid off in a big way.

    [20:23] Sell, sell, sell?: After receiving an acquisition offer from a potential buyer, Eric used RevenueCat’s app benchmarks to analyze Shot Pattern’s performance data and determine a rough valuation.

    [25:06] Have a little faith: What happened when Eric turned down a $75,000 buyout offer and kept working on Shot Pattern.

    [31:25] Video games: How Eric increased Shot Pattern’s annual revenue to $185,000 with video ads.

    [37:24] Quit your day job: What would make Eric consider quitting his full-time teaching job to focus on his growing subscription app business.

    [39:18] One-man show: Besides partnering with some content creators, Eric does most of the work for Shot Pattern by himself.

    [42:25] Success story: How RevenueCat helped Eric launch and grow a successful app business that changed his life.
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    45 分
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