Why pumping numbers or cutting marketing before sale destroys value

On the podcast I talk with Josh about red flags that tank app valuations, why subscription-only apps are leaving money on the table, and how bootstrapped founders are cashing out for millions in months, not years.

Top Takeaways:

🎯 Build to sell, but build smart
Flipping an app in under a year is still possible, but the skill that matters most now is marketing. With AI lowering the barrier to development, distribution has become the real differentiator. Founders who master organic channels, community, and creator-driven marketing are the ones who land meaningful exits.

💰 Predictability drives value
Buyers pay more for revenue they can trust. Apps built on recurring subscriptions with strong retention and low churn are far more attractive than those relying on ads or one-time purchases. Predictable cash flow isn’t just safer, it’s worth a higher multiple.

🚩 Short-term tricks destroy long-term value
Artificially inflating numbers before a sale, such as pushing lifetime deals to boost revenue, can quickly kill a deal. Serious acquirers look for sustainable metrics, not spikes. Authentic growth, honest reporting, and healthy retention are the hallmarks of a business built to last.

🔄 Fewer and deeper bets
The age-old quality-over-quantity principle still holds. After buying nearly a hundred small apps early on, BlueThrone learned that broad portfolios don’t win. Their new playbook focuses on a handful of apps with real product-market fit, strong organic traction, and teams ready to scale into category leaders.

💡 Hybrid monetization unlocks new growth
Borrowing tactics from gaming, like consumables, day passes, and rewarded ads, helps subscription apps reach more users and capture more value. These models make spending feel flexible and fair, turning a single price point into an entire revenue spectrum.

About Josh Peleg:  

📈 Head of Business Development and M&A at BlueThrone, one of the world’s leading app acquirers.

💡 Josh helps founders scale and exit their apps, guiding deals that range from six to eight figures.

🎮 Before joining BlueThrone, he led mergers and acquisitions in the mobile gaming industry, giving him a front-row view of how distribution and monetization strategies evolve.

🗣 “The best apps today aren’t just great products—they’re great stories. Marketing and distribution are what turn a good idea into a real business.”

👋 LinkedIn

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:
[0:00] Lesson learned from BlueThrone’s early “go-wide” strategy 

[6:20] Why founders have to be more than great builders 

[8:19] The pieces that lead to higher valuations

[12:37] Five signals that can kill a deal

[18:12] When (and when not) to raise

[24:33] Shifting from a broad portfolio to a few deep bets 

[33:15] The future of monetization

[45:07] What drives the best exits in today’s acquisition market

[52:00] How founders can position themselves for life-changing exits