“If you manage to identify who are these small business one-person business solopreneurs they typically have a completely different value — because it's their business the price sensitivity is obviously very different from somebody who's just trying to make their photo look better.”

Identify consumer vs. prosumer/solopreneur users — their LTV is categorically different

Many apps serve both casual consumers and one-person businesses without distinguishing between them. Thomas Petit finds that solopreneurs and small-team users — people whose livelihood depends on the app's output — show dramatically higher LTV, lower churn, and different price sensitivity than purely recreational users. Identifying which onboarding answers or behaviour patterns predict this persona allows you to steer ad platforms toward acquiring more of them.