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 Sciencemike.haney@bonniercorp.com

Simon TisminezkyCEO and Co-Founder SpeedDate.comsimon@speeddate.com

Moderated by:Kathy McCabe, EditorSubscription Site Insiderkathym@susbcriptionsiteinsider.com