Reveal Sales Secrets New Webinar Subscription App Publishers.

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Presentation transcript:

Reveal Sales Secrets New Webinar Subscription App Publishers

Starring: Mike Haney US Director Mag+ Digital Development Director, Popular Science Simon Tisminezky CEO and Co-Founder SpeedDate.com Moderated by: Kathy McCabe, Editor Subscription Site Insider

There is a Science to Growing App Profits © 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 Month 6-Month SPECIAL OFFER! 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 newsletter Blasts to your own 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 AdMob Blog reviews Optimizing 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 Store  Weekly direct payments  NO refunds or partial term cancels (!)  No non-compete  7-14 day “load” time to begin selling Apps  NO subscriber contact info unless each buyer gives to you  Publishers who sell subs on own sites keep 100%

Any Special Tips? Mike Haney US Director Mag+ Digital Development Director, Popular Science Simon Tisminezky CEO 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.

Ask for information upfront Over 18 Gender 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.

 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 Haney US Director Mag+ Digital Development Director, Popular Science

Any Metrics Surprises? Simon Tisminezky CEO 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 Haney US Director Mag+ Digital Development Director, Popular Science Simon Tisminezky CEO 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 Haney US Director Mag+ Digital Development Director, Popular Science Simon Tisminezky CEO and Co-Founder SpeedDate.com Moderated by: Kathy McCabe, Editor Subscription Site Insider