“When you're an early-stage consumer company, ideally you want one plan — either annual only or monthly and annual. Any more complexity and you're going to lose conversion on the margin, simply because people don't have the attention span to make a decision that's that complex. That's different for prosumer or B2B SaaS — for consumer, keep it simple.”

Early-stage consumer apps: one plan only — more than monthly + annual causes decision paralysis

Carter worked with a South American edtech company with Light and Pro tiers plus monthly and annual — four pricing options. Survey research showed marginal value of Pro over Light was minimal, and the multi-tier structure was suppressing conversion through choice paralysis. Simplifying to a single plan is one of the highest-leverage packaging decisions for consumer subscription apps at the Series A/B stage.