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Supercharge the growth of your consumer subscription business
Consumer subscription apps are easy to launch but hard to scale. This explains why there are hundreds of thousands of them in the Apple and Google app stores, but fewer than 50 that have ever reached $1B+ valuations.
These businesses face several challenges:
1. Overreliance on paid ads
2. High subscriber churn rates
3. ARPU is low and hard to grow
The best subscription apps overcome these headwinds by:
1. Building their businesses on a unique and enduring core value promise
2. Harnessing it to drive a Subscription Value Loop that improves LTV/CAC and Payback Period through three steps:
- Value Creation: Quickly connecting new users to the app’s core value promise
- Value Delivery: Cost-efficiently distributing the app to users through paid and organic channels
- Value Capture: Converting free users into subscribers to generate revenue that can be reinvested into the business
In this course, which Lenny Rachitsky called the "new bible" for anyone building a consumer subscription app, you will learn how to harness the power of the Subscription Value Loop along with dozens of proven frameworks, strategies, and tactics from category-leading subscription apps to accelerate your own business.
What you’ll learn
Build and execute proven AI-powered playbooks to accelerate the growth of your subscription business.
Learn why top subscription apps like Netflix, Spotify, and Duolingo are built on unique and enduring core value promises
Understand how these value promises power three compounding steps - Value Creation, Value Delivery, and Value Capture
Outline the Subscription Value Loop for your business and understand how it can inform your growth strategy and tactics
Use my proprietary tool called the Subscription Value Loop Calculator to compare your growth vs. peers in your category
Identify where you over vs. underperform on key growth metrics across Value Creation, Value Delivery, and Value Capture
Use this information to identify the biggest bottlenecks in your Subscription Value Loop and unlock additional growth
Learn how to measure your company's product/market fit using the 40% Test
Understand the "Four Rs" of Value Creation: Robust, Rapid, Repeatable, and Revenue-Generating
Apply proven strategies and tactics from other top subscription apps to strengthen your premium value promise
Review best practices for both SEO and ASO to drive more traffic to your web and mobile apps
Learn how to harness metrics like Net Promoter Score (NPS) and Word of Mouth Coefficient (WoMCo) to boost virality
Understand how to overcome ATT and SKAN restrictions and maximize paid ad performance to drive cost-efficient growth
Understand the importance of paywall placement and positioning for maximizing trial start and subscriber conversion rates
Leverage Van Westendorp, Gabor-Granger, MaxDiff, and Conjoint analysis to optimize subscription pricing and packaging
Learn how to further boost subscriber conversion by streamling payments and offering promotions to price-sensitive users
Participate in case studies with CEOs, executives, and growth leaders from some of the top subscription apps in the world
Answer case prompts inspired by real-world challenges faced by these companies and learn from their experiences
Engage in Q&A with each featured guest, asking them anything you want about their experiences and hard-earned lessons
Learn directly from Phil
Phil Carter
CEO of Elemental Growth and former product leader at Faire, Quizlet, and Ibotta.
Who this course is for
Founders and execs: Consumer subscription CEOs and product and marketing leaders who want to maximize growth for their businesses.
People managers: VPs and directors managing cross-functional teams responsible for subscriber acquisition, retention, and monetization.
Senior individual contributors (ICs): PMs, marketers, and other ICs working on growth teams at consumer subscription companies.
What's included
Live sessions
Learn directly from Phil Carter in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
4 live sessions • 16 lessons
Week 1
Feb
17
Live Event #1: Gamma Case Study with Grant Lee
The Subscription Value Loop
Week 2
Feb
24
Live Event #2: Tinder Case Study with Ravi Mehta
Value Creation
Schedule
Live sessions
2 hrs / week
We have 90-minute live events lined up with growth leaders from some of the top consumer and prosumer subscription apps in the world, including Gamma, Tinder, Calm, and Perplexity.
Tue, Feb 17
4:30 PM—6:00 PM (UTC)
Tue, Feb 24
4:30 PM—6:00 PM (UTC)
Tue, Mar 3
4:30 PM—6:00 PM (UTC)
Tue, Mar 10
3:30 PM—5:00 PM (UTC)
Projects
1-2 hrs / week
For the capstone project, you will outline your Subscription Value Loop and benchmark performance vs. other apps in your category.
Async content
2-3 hrs / week
The course also includes four modules of async content, each with 2-3 hours of frameworks, strategies, tactics, and case studies.
Frequently asked questions
$1,000
USD