The Subscription Value Loop: A framework for growing consumer subscription businesses

customers who subscribe tend to stick with the app longer (probably because they feel they have a long-term relationship with the app instead of a one-off interaction), meaning they’ll pay the company more money throughout their lives. In business terms, customers will have a higher “lifetime value” (LTV), and maximizing LTV is widely seen as the h

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For B2C companies, net user growth is the key metric. Successful B2C companies increase subscriber acquisition rates with rapid pricing experimentation, increase retention and ARPA by tailoring offerings based on behavioral insights and willingness to pay, and increase capture rates by taming the complexity of electronic payments. Their challenges

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