All about scaling an app by leveraging both web and app subscriptions!

In this exciting episode, we chat with Yeva Koldovska, the product manager at Headway, the world's most downloaded book summary app with over 18 million downloads.

Yeva shares valuable insights into Headway's journey and its strategic decision to offer web and in-app subscriptions.

Listen to the episode to uncover the profound impact of subscription variations on revenue and audience diversification, along with the behavioral differences and revenue advantages of web subscriptions.

For noteworthy quotes and key takeaways from the episode, read the article - Unlocking growth and diversification: the power of web and in-app subscriptions with Yeva Koldovska (Headway)

Episode Topics at a Glance

• Headway and its growth
• Offering subscriptions through web and in-app channels
• Reasons for including web subscriptions and diversifying revenue streams
• Impact of privacy updates on user tracking and attribution quality
• Differences in user behavior and preferences between web and app subscribers
• Higher lifetime value (LTV) of web subscribers compared to app subscribers
• Advantages of the web funnel

More about Yeva

Yeva Koldovska is a Product Manager at Headway, a company specializing in subscription-based services. With her expertise in product management, Yeva plays a crucial role in overseeing the development and enhancement of Headway's subscription offerings. She brings a wealth of knowledge and experience to the table, enabling her to effectively identify and address the needs of Headway's diverse user base. Yeva is known for her strategic thinking, analytical skills, and ability to collaborate with cross-functional teams to drive product success.

Yeva’s Links

Yeva’s Linkedin profile

Headway website

Nibble website

Timestamps

[00:00:37]: Growth of Headway
[00:01:04]: Discussion about Headway's global team
[00:01:21]: Headway's book summary app and Nibble
[00:02:09]: Why offer subscriptions through both web and in-app
[00:03:51]: The impact of iOS 14.5 privacy updates on Headway's strategy
[00:05:14]: Differences in user behavior between web and app subscriptions
[00:07:00]: Benefits of web subscriptions in terms of user commitment and retention
[00:08:27]: Targeting different audiences with web and app subscriptions
[00:09:54]: User behavior and content preferences on web subscriptions

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

In this episode, we sit down with Thomas Clavelloux, Chief Data Officer at Molotov TV, a groundbreaking French TV streaming platform.

Thomas shares captivating insights into how Molotov TV is redefining the way we consume television in the digital age. From seamless cross-device viewing to innovative features, Molotov TV brings the charm of traditional TV-watching to the modern world. Join us as we explore the fascinating journey of Molotov TV and its unique approach to the TV landscape.

Takeaways and the episode summary are available here: Unveiling the streaming revolution: a conversation with Thomas Clavelloux (Molotov)

Episode Topics at a Glance

Molotov's unique product model!

• Impact of content quality on revenue models.
• Utilizing add-ons like DVR hours and previews.
• How data helps enhance the product experience.
• Apple Vision Pro's potential impact on streaming.
• Content differentiation for subscriptions and ad support.

Timestamps:

[00:00:43]: Overview of Molotov TV
[00:01:27]: Thomas' Experience in the TV Landscape
[00:04:21]: The Role of a Chief Data Officer
[00:06:07]: Creating a Data Culture in the Company
[00:08:28]: Platform Approach vs. Doing Everything for Teams
[00:10:11]: Challenges of Handling Multiple Platforms
[00:12:26]: Key Metrics for Subscription Management
[00:14:04]: Differences Between Molotov and Fubo around subscriptions
[00:16:45]: Content Quality and Subscription vs. Ad-Supported
[00:18:43]: Add-Ons to Enhance Subscription Value
[00:21:40]: Potential Impact of Apple Vision Pro
[00:24:55]: How to Connect with Thomas Clavelloux
[00:25:33]: Conclusion

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

These are examples of successful apps in Kovalee’s portfolio.

• Bend, the #1 stretching app worldwide: 9x User LTV, 150x MRR
• PepTalk, a 5-star motivational companion: 22x MRR, 5x User LTV, 10x active subscriptions
• WeBurn, a workout app for women: 4x User LTV, 10x monthly recurring profits
• PLAW, a phone customization app: 5x User LTC, 20x monthly

The secret sauce for such remarkable growth?

In short:

• Kovalee’s unique in-house tech & expertise
• Apps with high potential (the hidden gems)
• The test-and-learn methodology

Listen to the full episode to hear from Kovalee’s CEO and Co-founder, Vincent, about his journey of turning ordinary apps into world leaders, the company’s value proposition, and the 6 pillars of an app’s success.

For noteworthy quotes and key takeaways from the episode, read the article - Turning ordinary apps into worldwide leaders with Vincent Hart de Keating (Kovalee)

Episode Topics at a Glance

• The role of a publisher in app development
• Examples of successful app partnerships with Kovalee
• Onboarding and A/B testing
• Forecasting and automation technologies
• User acquisition with smart technologies
• Monetization tips: personalization and segmentation

More about Vincent

After successfully founding one of the largest publishers of mobile gaming apps, Homa Games, Vincent is now the CEO & Co-founder of Kovalee - a company that brings the publishing model to non-gaming apps. Since it was founded in 2021, Kovalee has helped several apps reach #1 worldwide through its team of experts and in-house technologies. Vincent has over 10 years of experience working with apps and is passionate about empowering small teams of app creators to become resounding successes worldwide.

Vincent's LinkedIn

Timestamps

[00:05:12]: The role of a publisher in app development

[00:09:01]: Examples of successful app partnerships with Kovalee

[00:13:29]: Onboarding and A/B testing

[00:20:00]: Forecasting and automation technologies

[00:22:00]: User acquisition with smart technologies

[00:23:58]: Monetization tips: personalization and segmentation

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Who could have imagined that walking could become a source of income?

It may sound unbelievable, but Sweatcoin makes it possible.

Back in 2015, Sweatcoin burst onto the scene with an impressive $6.3 million in funding. Since then, it has experienced exponential growth, boasting an astounding user base of over 120 million people worldwide.

So, how does Sweatcoin work? The app, available for free, tracks users' daily steps. For every 1,000 steps, users earn one Sweatcoin, which can be exchanged also for Bitcoin.

But how does the app generate revenue to pay its users? In a nutshell, Sweatcoin has three primary revenue streams: advertising revenue, brand affiliations, and premium memberships.

As we delve deeper into Sweatcoin's business model, curiosity arises. That's precisely why we invited Rowan Pereira, the group product manager at Sweatcoin, for this episode. Join us and listen to the full conversation to discover the app's effective growth strategies, user retention techniques, revenue generation channels, and the value of its premium subscription.

For noteworthy quotes and key takeaways from the episode, read the article - Redefining motivation and user retention in the fitness app landscape with Rowan Pereira (Sweatcoin)

Episode Topics at a Glance

• Rowan's experience working with Multiply and Lingumi
• Overview of Sweatcoin and its growth strategy
• Reasons for habit formation
• Metrics for measuring user engagement and retention
• Focusing on early user experience and A/B testing for growth engine
• The impact of premium upsells on retention
• Competing with bigger brands

More about Rowan

Rowan is a dynamic growth-oriented professional with seven years of experience in product management. Currently serving as a Group Product Manager at Sweatcoin, she is fueled by a high-energy personality and a strong passion for promoting gender equity. Beyond her tech career, Rowan enjoys drawing portraits and seeks creative outlets whenever possible. Inspired by her father's tech background, she embarked on a similar path, finding fulfillment in making a positive impact. Notable achievements include spearheading an impartial campaign during the 2016 referendum and launching the UK's first regulated financial advice app, Multiply. In her current role, Rowan played a pivotal role in the unparalleled growth of Sweatcoin, acquiring 60 million new customers worldwide and topping the charts as the most downloaded health and fitness app globally.

Rowan’s Links

Rowan’s LinkedIn

Sweatcoin on App Store

Sweatcoin on Google Play

Timestamps

[00:00:01]: Introduction to Subscription League podcast
[00:02:35]: Rowan's experience working with Multiply and Lingumi
[00:04:35]: Overview of Sweatcoin and its growth strategy
[00:11:39]: Reasons for habit formation
[00:13:20]: Metrics for measuring user engagement and retention
[00:18:57]: Focusing on early user experience and A/B testing for growth engine
[00:22:54]: The impact of premium upsells on retention
[00:23:35]: Competing with bigger brands

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

In this podcast episode with Michael Ribero, Chief Subscriptions Officer at The Washington Post, we talk about challenges and opportunities that arise when transitioning from print to digital.

Michael shares his experience on how the new brand is succeeding through some time-sensitive challenges such as the COVID-19 pandemic and privacy policy changes.

Listen to the full episode to learn about The Washington Post’s success secrets including:

• Running paper and digital subscriptions on distinctive strategies
• Accommodating and understanding changes in technology
• Optimizing the payment process for readers on Apple devices
• Personalizing with ethical considerations

For noteworthy quotes and key takeaways from the episode, read the article - Transitioning to Digital: Insights from Michael Ribero of The Washington Post

Episode Topics at a Glance

• Michael Ribero's transition to the media industry
• Washington Post's strategy for transitioning to digital and personalization efforts.
• Delivering personalized experiences
• Using data to inform monetization strategies
• Experimenting with pricing and cross-selling strategies
• AI in Journalism
• Reducing Friction for Subscriptions.

More about Michael

Michael Ribero is the Chief Subscriptions Officer for The Washington Post. In this role, Michael oversees The Post’s digital subscriptions business and plays a vital role in The Post’s international growth. Michael works across marketing, product, analytics, finance, and news.

Michael Ribero joins The Washington Post from Paramount+, where he was Vice President of Global Marketing. Previously, he was General Manager of Brand and Media at Sling TV. Prior to Sling, Michael worked at Visa, and, earlier in his career, he was a technology investment banker, advising emerging technology companies on key growth initiatives.

Michael graduated from Dartmouth College with a degree in Engineering modified by Economics and an MBA from Kellogg Graduate School of Business at Northwestern University. He is happiest with his wife and 4 children either wearing cowboys or skiing in Colorado.

Michael’s Links

Michael’s LinkedIn

The Washington Post on App Store

The Washington Post on Google

Timestamps

[00:01:07]: Michael Ribero's transition to media industry

[00:03:16]: Washington Post's strategy for transitioning to digital and personalization efforts.

[00:10:34]: Delivering personalized experiences

[00:13:27]: Using data to inform monetization strategies

[00:16:09]: Experimenting with pricing and cross-selling strategies

[00:21:15]: AI in Journalism

[00:23:39]: Reducing Friction for Subscriptions.

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Education apps for children have become increasingly popular in recent years with growing competition in the market. In a recent podcast, We sat down with Gonzalo Rodriguez, CEO of Papumba, to discuss the app’s growth secrets. Papumba is a digital safe playground designed specifically for kids aged 2-7, offering a variety of educational games, books, videos, and audio stories that engage and educate young minds.

• Creating a trustworthy and safe app for kids
• Being Featured in Apple App Store
• Generating 40% of additional revenue by localizing the content
• improving the adoption of annual plans to increase the lifetime value

For noteworthy quotes and key takeaways from the episode, read the article - Making a trustworthy and user-friendly language learning app with Gonzalo Rodriguez (Papumba)

Episode Topics at a Glance

• Introduction to Papumba
• Challenges of approaching the Kid's category
• Keeping a close relationship with Apple
• Getting featured by Apple
• Boosting credibility and appealing to the parents
• Optimizing the content for young children who can’t read
• Localizing the content to increase revenue
• Improving the Adoption of Annual Plans

More about Gonzalo

Gonzalo Rodriguez is an accomplished Argentinian entrepreneur and passionate CEO with a deep love for parenting and education. As a two-time startup founder, he currently leads Papumba, a VC-backed Edtech platform focused on helping families around the world raise confident and ready-for-school children. As a devoted father to a 2-year-old toddler, Gonzalo understands the importance of providing high-quality, expert-curated content to support children's development.

Gonzalo’s Links

Gonzalo’s LinkedIn

Papumba on the Appstore

Papumba on Google Play

Papumba on Instagram

Papumba’s website

Timestamps

[00:01:01]: Creating a parenting app

[00:03:19]: Papumba's deployment and top markets

[00:14:05]: Increasing Annual Plan Adoption

[00:17:07]: Failed Experiments and Lessons Learned

[00:20:57]: Building Habits and Expanding Content Offering

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

For episode 23 of the Subscription League Podcast, we had the pleasure of discussing tips and frameworks with a behavioral science expert and the founder of a product growth agency, Applica Sviat Hnizdovskyi. Sviat shared valuable insights on how companies can improve their app subscription, LTV (customer’s lifetime value), and monetization.

Listen to learn more about his tips for optimization subscriptions, Applica’s experiment history review framework, Sviat’s passion for behavioral science, and other key takeaways from the episode.

For noteworthy quotes and key takeaways from the episode, read the article - Framework for subscription optimization: tips from behavioral science expert Sviat Hnizdovskyi (Applica)

Episode Topics at a Glance

• Sviat’s Passion for Behavioural Science.
• Strategy to increase ARPU
• Tips for subscription optimization
• Experiment categories
• Applica’s experiment history review framework
• Pre-requisites to run Sviat’s framework.
• Type of companies Sviat is working with to build this framework.

More about Sviat

Sviat is currently the founder of Applica, a London based product growth agency. Sviat has years of experience in behavioral economics, social & cognitive psychology, and data-driven digital product analytics. During his time at Applica, Sviat has helped companies like Loona, FitMind, Fabulous, Drops, and Freeletics increase significantly their app ARR. Recently, he founded the Open Minds Institute - an international think & do tank that cultivates open-mindedness and behavioral change for peace & freedom.

Sviat’s Links

Sviat’s Linkedin Profile

Sviat’s Twitter

Open Minds Institude

Applica’s Experiment History Review Framework

Timestamps

00:37 - Sviat’s Passion for Behavioural Science.

01:53 - Strategy to increase ARPU

03:57 - Making the transition from employee to entrepreneur.

05:33 - Creating steps of Framework.

08:05 - Categories of experiments.

11:50 - Recategorizing the experiments.

12:31 - Next step after having category

13:42 - Does this framework differs for different countries?

16:29 - How to start experimenting after getting the data.

19:08 - Tracking multiple metrics with the same framework.

20:33 - How do you deal with long running tests?

22:33 - Minimum setup required to run Sviat’s framework.

24:58 - Type of companies Sviat is working with to build this framework.

26:36 - Experiment that surprised Sviat.

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Mimo is an app that teaches coding through a gamified learning process. The company runs experiments to enhance its product by introducing new features and improving existing ones.

In the Subscription League podcast episode 22, Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo, shares her experience overseeing the development of the experimentation culture in the company and other valuable app growth tips on

• full funnel optimization
• growth metrics and their trade-offs
• importance of segmentation

For noteworthy quotes and key takeaways from the episode, read the article -

How Mimo Builds an Experimentation Culture with Ekaterina Gamsriegler

Episode Topics at a Glance

• What is the Mimo app
• Ekaterina's motivation for her app course
• Ekaterina's takeaways from launching the app
• Challenges in building the experimentation culture at Mimo
• Different frameworks to nurture the experimentation culture
• Common mistakes made by app founders
• Importance of user segmentation
• The importance of retention and measuring it

More about Ekaterina

Ekaterina is a seasoned marketer with 13+ years of experience in various growth and marketing roles. She started her career in SEO and later shifted to digital marketing and mobile, gaining experience across all parts of the funnel.

She has worked at both big and small companies, including dotDigital Group, IG, SEO PowerSuite, Runtastic, Storebox, and Mimo, where she currently leads the Marketing department.

In addition to her work, Ekaterina also teaches digital marketing at an online bootcamp, mentors on various platforms, and consults startups and scaleups on growth. She recently launched a course on growing B2C mobile apps, which has an average rating of 9.7 and 20 happy students.

Ekaterina Links

Ekaterina’s LinkedIn

Ekaterina’s Twitter

Ekaterina’s online course to launch a marketing strategy for your app in 10 days. Special offer for our podcast listeners: Use the promo code 'League20' for a 20% discount!

Timestamps

0:00 Welcome to the Subscription League

0:21 Ekaterina Gamsriegler and MIMO introduction

1:42 Ekaterina's motivation for her app course

4:36 The challenges Ekaterina faced with MIMO

6:51 Difference between current vs old audience

8:56 Ekaterina's takeaways from launching the app

10:41 The expected user journey for the new offer

13:06 Were you surprised by users' reasons to learn code?

14:06 MIMO's experimentation culture and development

20:22 How did you choose your course tagline?

23:32 What are some common mistakes founders make?

29:30 The importance of retention and measuring it

35:14 Where to learn more about Ekaterina

36:59 Thank you for listening!

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr