エピソード

  • Why 10% Off Won't Grow Your New Subscription Brand

    Why 10% Off Won't Grow Your New Subscription Brand
    2026/09/01
    A 10% discount is not a subscription strategy. If you are new to subscriptions, that small incentive rarely moves the people who actually stick around and drive real LTV.

    In this episode, I break down where new subscription brands should spend their limited time and resources. The answer is simpler than most people think: acquire subscribers with a compelling offer, then build a feedback loop that tells you who your ideal buyer really is.

    What we cover:
    • Why 10% off falls flat for shoppers new to your brand and product
    • Building more compelling offers with bulk options and tiered discounts
    • Using gifts as a cheaper acquisition lever that protects your margins
    • Collecting feedback through popup surveys, post-purchase surveys, and cancel flows
    • Identifying your real ideal subscriber (and why it differs from the one you whiteboarded)
    • Turning customer feedback into ad angles, product page copy, and onboarding messaging
    • Building a simple billing reminder that adds a little brand and effort
    • Why product adoption in the first 10 days wins 90% of the retention battle

    Get the offer right, gather the data, and onboard people to actually use the product. That loop makes every downstream retention problem far easier to solve.

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    20 分
  • How Whatnot Became Our Second Biggest Channel at $5m

    How Whatnot Became Our Second Biggest Channel at $5m
    2026/08/25
    Everyone has been predicting live shopping for a decade. Battlebox actually made it work, turning Whatnot into a $5M channel and their second biggest in just over a year.

    In this episode, John Roman, CEO and founder of Battlebox, joins me to explain why Whatnot succeeds where Tik Tok Shop falls short, and how a live selling platform quietly became a top of funnel engine for their subscription membership.

    What we cover:

    • How Whatnot became Battlebox's second biggest channel, bigger than Amazon
    • Why Whatnot converts 30x more efficiently to the website than Tik Tok Shop
    • The difference between buying intent on Amazon versus brain-rot scrolling on Tik Tok
    • How community features like raids and community boost create Whatnot's real moat
    • Why Battlebox drops a content-first unboxing video that hypes every member
    • Skipping billing reminders and building anticipation through story-driven communication
    • Surveying your best customers instead of obsessing over the ones who left
    • Why six-months-plus buyers deliver higher AOV and LTV through content

    Guest: John Roman
    LinkedIn: https://www.linkedin.com/in/john-roman/
    Website: https://www.battlbox.com
    See his blog: https://online-queso.com/

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    41 分
  • The 4 Things to Evaluate in Every Subscription Tech Stack

    The 4 Things to Evaluate in Every Subscription Tech Stack
    2026/08/18
    New tools launch every week, Stripe just entered the Shopify subscription space, and AI-powered analytics are everywhere. So how do you decide what actually deserves a place in your subscription tech stack?

    In this episode, I step back to look at the state of the subscription industry and share the four things I evaluate in every subscription tech stack before recommending a single change or, worse, a full replatform.

    What we cover:
    • Why Stripe's move into Shopify subscriptions signals a bigger play around the purchasing process itself
    • The trap of fixating on one small feature and losing sight of your whole program
    • Why replatforming is rarely your best first move (and what to fix instead)
    • Acquisition and offer strategy: the highest-impact area that barely touches your subscription app
    • Cancel flow and customer portal testing: where high-volume brands quietly lose subscribers
    • Processing health and why it depends more on your business than your platform
    • How third-party dunning and CX involvement improve your processing score and cut chargebacks
    • Evaluating integrations with tools like analytics platforms and interactive email

    The bigger point: more data and AI recommendations are great, but they only pay off if you have the bandwidth to work on the parts of the program you actually control. Get these four things right and you set yourself up for a stronger Black Friday, Cyber Monday and a healthier program long term.

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    13 分
  • How We Grew Subscription Revenue From 10% to 40% in 3 Months

    How We Grew Subscription Revenue From 10% to 40% in 3 Months
    2026/08/11
    Most brands turn on subscriptions and stop there. In this episode, Matthew Holman talks with Arthur Falcone (Tandem Growth, Arlo) about how they took one wellness brand from 10% subscription revenue to north of 40% in about three months.

    What we cover:

    - Why activating subscriptions is only step one, and how underused features quietly cap your revenue
    - Mapping SKUs by cadence, so daily-use products push subscription while topical products get flexible skip options
    - How adding a skip and suppress option cut churn and extended time between orders (and why that is a win, not a loss)
    - Reducing one-time purchase visibility on products that make no sense to buy once
    - Building a milestone rewards ladder, with discounts, full-size upsells, and free merch every few orders
    - Creating an elite tier after order eight to extend LTV well past the 12-month mark
    - Using onboarding and cancellation flows to manage expectations for products that take 45 days to work
    - Why the how, not just the what, is what most founders and platforms miss

    Bias is real. Even great consultants default to their hammer and nail. We talk through why building trust first matters, why worrying about why people do not stay beats worrying about why they leave, and how an analysis layer can surface the exact recharge features to fix and estimate the revenue lift.

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    30 分
  • Back From Break: New Guests, New Tools, Same Subscription Focus

    Back From Break: New Guests, New Tools, Same Subscription Focus
    2026/08/04
    The show went quiet for the summer. It's back, and the next few months are already booked.

    I spent the break traveling, running the event business, working with clients, and building new tools for the subscription community. In this episode I catch you up on where I've been, what I built, and who's coming on the show next.

    What we cover:
    - Why I stepped back for the summer and what I was building
    - The new tools at thecancelpage.com: an AI chatbot, an offer library, an email library, and a subscription ceiling calculator
    - An audit special coming with Flaunt.ai at a reduced cost
    - Why the fall lineup is built around retention, acquisition, and knowing your numbers

    Guests coming up on the show:
    - Arthur Falcone (Arlo AI, Tandem Growth) on using marketing insight to grow subscriptions
    - John Blair, a fractional CFO, on LTV to CAC and what that math should be telling you
    - Ben Clark on retention lessons from Humann, Ancestral Supplements, and ARMRA
    - John Roman of BattlBox on one of my favorite subscription programs

    New episodes go out every Tuesday. Next week is the first full one back.

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    4 分
  • The Hidden Ceiling Killing Your Subscription Growth

    The Hidden Ceiling Killing Your Subscription Growth
    2026/06/09
    Your subscription program isn't shrinking, but it isn't growing either. You're acquiring exactly as many subscribers as you're losing each month. That's the growth ceiling, and it's one of the most dangerous places a subscription brand can be.

    In this episode, I break down why subscription programs hit this equilibrium point and which lever to pull first to break through it (hint: it's probably not churn).

    What we cover:
    - The three pillars of every subscription program: subscriber count, AOV, and renewals
    - How to spot the growth ceiling using simple acquisition and churn math
    - Why equilibrium is a tipping point that can quickly turn into decline
    - The counterintuitive reason brands with great retention hit ceilings most often
    - Why brands under 10,000 subscribers should focus on acquisition, not churn
    - How offer testing (BOGOs, gift with purchase, bulk options) breaks the ceiling
    - The trade-off between subscriber opt-in rate and retention, and how to find your sweet spot

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    12 分
  • Your BFCM Subscription Playbook Starts in the Summer - Here's What to Do Now

    Your BFCM Subscription Playbook Starts in the Summer - Here's What to Do Now
    2026/06/02
    Black Friday is months away - and that's exactly why you should be working on your subscription strategy right now. In this episode, I walk through the three things subscription brands should be doing this summer to set themselves up for their biggest sales period of the year.

    What we cover:
    • Why blanket discounts box you into a corner during BFCM
    • How to mine your subscription data for high-LTV product combos
    • Using customer conversations to uncover what's working (and what isn't)
    • How to build an offer testing flywheel before the fall rush
    • What to look for in first and second month LTV when evaluating test offers
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    14 分
  • Why Most Subscription Brands Are Afraid of SMS (And What They're Missing)

    Why Most Subscription Brands Are Afraid of SMS (And What They're Missing)
    2026/05/26
    Most subscription brands avoid SMS because they're afraid it'll remind people to cancel. That fear is costing them long-term LTV. In this episode, I break down why SMS is one of the most underused tools in the subscriber journey, and how to use it the right way. What we cover:
    • Why fear of SMS is really just loss aversion in disguise
    • How SMS drives product adoption in the critical first month
    • Using text to give subscribers control: skip, swap, pause
    • Why SMS recipients show higher LTV even with an initial churn bump
    • Tools worth testing: Attentive, Klaviyo, Blueream, Recharge Concierge, and Skio
    • What to remove from your SMS flows (and where to send people instead)
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    12 分