“we do have more paying customers than that because that doesn't include people who bought a lifetime deal which is about 15% of our revenue”

Offer Lifetime Deals as 15% of Revenue Without Cannibalizing Subscriptions

Katie deliberately caps lifetime deals at roughly 15% of revenue, using them as a parallel pricing tier rather than a fire-sale tactic. This lets her monetize buyers who would never commit to a subscription while protecting the predictable recurring base. The two-tier structure (annual + lifetime) expands the addressable market without undermining subscription pricing.