Sub Club

This week, David and Jacob sat down with app investor Nico Wittenborn. Nico is the founder of Adjacent, a new investment fund focused on mobile-first subscription companies. Prior to founding Adjacent, Nico worked at Point Nine Capital in Berlin and Insight Partners in NYC. Nico’s investments include Calm, Revolut, Oura, and Reflectly.

In this episode, you’ll hear about:

(4:10) The formula for a breakout SaaS business: engaged users.
(5:00) Stickiness, engagement, and churn: B2B SaaS vs. consumer app businesses.
(6:56) Identifying nascent markets before they become mainstream; meditation apps (Headspace & Calm).
(14:00) The lines between consumer and business use cases are getting blurry.
(19:51) We’re in the early stages of figuring out subscription app pricing; Salesforce.
(24:46) Pricing your subscription app: balancing adoption, data collection, and user price sensitivity.
(39:55) Increased mobile spending and subscription fatigue.
(48:26) Sophistication of today’s apps and technology; Oura ring.

Show Notes

We’re at an interesting point in the evolution of the subscription app ecosystem. Mass adoption of smartphones, consumers’ increasing willingness to pay for digital services, and a better business model — Personal SaaS — are all coming together to create a huge opportunity for mobile-first subscription app developers. Just how big is this opportunity?


(Full disclosure: Nico is so bullish on the future of subscription apps, he recently invested in RevenueCat!)


In this episode, you’ll hear about:


(4:10) The formula for a breakout SaaS business: engaged users.
(5:00) Stickiness, engagement, and churn: B2B SaaS vs. consumer app businesses.
(6:56) Identifying nascent markets before they become mainstream; meditation apps (Headspace & Calm).
(14:00) The lines between consumer and business use cases are getting blurry.
(19:51) We’re in the early stages of figuring out subscription app pricing; Salesforce.
(24:46) Pricing your subscription app: balancing adoption, data collection, and user price sensitivity.
(39:55) Increased mobile spending and subscription fatigue.
(48:26) Sophistication of today’s apps and technology; Oura ring.


Follow Us:


David Barnard: https://twitter.com/drbarnard
Jacob Eiting: https://twitter.com/jeiting
Nico Wittenborn: https://twitter.com/ncsh

What is Sub Club?

Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.