Charles Teague discusses Lose It!'s freemium business model

1. Weight loss that fits.™

2. Launched in
2008 3million+
monthly/active/unique
users20million+
users
33million+
pounds lost
65%
35%
female
male
ages
20 -
44
Top 10 Essential App
Health & Fitness category
Facebook – 89k likes
Twitter – 14k +
followers
available on
Android, iOS, Nook,
Kindle & web
Lose It! Overview

3. ¡ Lose It! contemplated advertising, affiliate / ecommerce,
and other business models
¡ Lose It! launched it’s Freemium business model in 2012
¡ Now a top free and top grossing health and fitness app,
more that 100k premium members

4. Foundation of Freemium is a great product, long-term
relationship with user.
¡ Determine differentiation between free / paid
¡ Best when value / cost are aligned (e.g. the more
value the customer gets, the more they pay)
¡ Address particulars of users (for example churn vs.
reactivation)
¡ Expect a low conversion rate from free to paid, build a
mobile that works with this
¡ Structure release to enable A/B testing of everything
Zooming In On Freemium in 2014

5. Mobile creates new opportunities and challenges for
freemium businesses
¡ Free competitors can steal air in competitive
landscape
¡ Pricing in a mobile world is a challenge
¡ In-app purchase provides meaningful lift to conversion
but do the math since you’re giving up 30%
¡ Android lags conversion significantly
¡ À la carte pricing is an alternative but consider it
carefully
Zooming In On Freemium Mobile