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FounderPlaybooks.
What other founders did to grow.
2722 dispatches from hundreds of founders, pulled from the week's best podcasts.
It's a little bit of a different audience than you might get on some of your traditional app-based marketing channels the audience tends to skew a little bit older they actually tend to be a little bit non-technical when you're talking linear TV radio and for us it worked really well these people are usually high income and they buy.
TV and Radio Reach Older High-Income Buyers That App Channels Systematically Miss
The audience reachable on linear TV and radio is structurally different from Meta and TikTok: older, less technical, and with higher willingness to pay. For subscription apps that struggle to monetize under-30 users, offline channels provide direct access to the cohort that actually converts. Stephen notes this is why so many app companies ignore it — they're measuring the wrong audience problem.
You could offer a specific bundle that's getting a deal for maybe not the whole year but a half year or a quarter. You don't necessarily have to merchandise that as part of your normal options all the time, but if somebody is churning and the reason is the length is not right, you can offer it then.
Keep custom-duration bundles off the paywall — pull them out only for churners
Keep a 3- or 6-month bundle off the standard paywall and pull it out only for churners citing duration as their reason. Custom length unlocks a save without permanently cheapening the catalog or training every user to wait for the discount.
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