Episode Overview

In this episode of Subscription League, we continue our conversation with David Heinemeier Hansson (DHH), co-founder of 37signals and creator of Ruby on Rails. We dive into the subscription business model, its pros and cons, and why some apps might be better off without it. DHH shares his unfiltered thoughts on pricing strategies, SaaS fatigue, and the evolution of software monetization—challenging industry norms along the way.

Episode Topics at a Glance

• When subscriptions make sense—and when they don’t
• The rise of subscription fatigue and consumer backlash
• The alternative to SaaS: ONCE and one-time purchases
• Pricing strategies: Experiments, A/B testing, and market realities
• Why not all best practices are actually best
• The psychology of pricing and how perception shapes buying decisions

More about David Heinemeier Hansson

David Heinemeier Hansson (DHH) is the co-founder of 37signals (the company behind Basecamp and HEY), the creator of Ruby on Rails, and an outspoken advocate for rethinking conventional business wisdom. Known for his contrarian approach, he challenges mainstream SaaS and startup trends, advocating for sustainable and independent business models.

Books by DHH

📖 Rework – Rethinking how to run a business
📖 Remote: Office Not Required – Challenging the need for physical offices
📖 It Doesn't Have to Be Crazy at Work – Pushing back against hustle culture

Links

🔗 David Heinemeier Hansson’s Twitter
🔗 37signals Website
🔗 HEY Email App

🔑 5 Key Timestamps

[00:01:21] – The problem with subscription overload and consumer fatigue
[00:04:24] – The real difference between SaaS and one-time purchases
[00:07:12] – Introducing ONCE: A new alternative to subscriptions
[00:12:29] – Raising prices vs. increasing signups: What actually works?
[00:17:39] – The cost of bad design: A multi-million dollar mistake

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr