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20Growth: The 7 Core Levers to Win at Consumer Subscription: Growth Loops, CAC + LTV Benchmarks, Pricing, Packaging, Notifications, Discounts, Paywalls | The Breakdown with Phil Carter
The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch
Deliver Unique and Enduring Value
Successful consumer subscription businesses thrive on a strong core value promise, which is the unique offering that sets them apart from competitors and cannot be obtained as cheaply elsewhere. The promise must be both unique and enduring to ensure sustainable pricing and subscriber retention. If a subscription service has a value proposition that mimics others in the market, it struggles to maintain a high price point and keep subscribers engaged over time. Additionally, even a unique service may fail if its value diminishes, leading to high turnover rates. For example, quantified self apps can lose their effectiveness after initial data consumption; thus, creating enduring engagement is essential for retaining subscribers.
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