“they either pay $15 monthtomonth or they pay basically $10 a month if they pay for an annual plan. Ultimately I want people to buy an annual plan but a lot of people give up after like a month So I provide that option.”

Discount Annual Plans By A Third Of Monthly To Capture Users Who Would Churn In 30 Days

Ben prices annual at a 33% discount to month-to-month specifically because a chunk of users churn within 30 days. Offering both lets him capture committed users on annual (better LTV, less churn risk) while still monetizing the dabblers who would otherwise quit before billing cycle two.