On the podcast, I talk with Greg about knowing when to pivot, why most consumer apps shouldn't raise VC, and why making free trials optional outperformed making them the default.
Top Takeaways:
📉 Know When to Pivot
Wrangle struggled because it wasn’t solving a real problem. Burner succeeded because it met a clear need. Don’t be afraid to pivot when the product isn’t working.
💭Most Consumer Apps Don’t Need VC
Venture capital can be a blessing but also a curse. If you attract investment that doesn’t line up with your product vision or culture, the cash injection can turn out to be a costly mistake. Building a business that pays for itself is a better fit for most founders.
🔑 Focus on Retention
Success is about keeping users, not just acquiring them. Burner’s ability to retain users, even short-term ones, proved its value. If users keep coming back, you’ve found something meaningful.
🛠 Trials, Errors, Wins
Testing was crucial to Burner’s growth. Every experiment was a learning opportunity. Don’t guess—test continuously, especially pricing, to find what drives retention and revenue.
🎯 Small Changes, Big Results
Minor tweaks, like switching to a free trial, led to significant growth. Optimize for retention with quick, simple changes. Even minor adjustments can have a substantial impact on results.
About Greg Cohn:
🛫 Founder and CEO of Ad Hoc Labs
📱 Greg Cohn is the founder of Burner, the leading mobile app for managing personal privacy through disposable phone numbers. With a passion for solving real-world problems, Greg transitioned from an early startup failure to building a successful business that prioritizes user privacy, simplicity, and seamless functionality.
👋 LinkedIn
💬 Text Greg’s Burner: (323) 579-1830
🧑💻 Open Roles at Ad Hoc Labs (Mention “Sub Club” to get a closer look at your resume.)
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Episode Highlights:
[0:00] The concept behind Wrangle, Greg’s first app
[1:39] Twilio’s role in developing Wrangle and early challenges
[3:24] Burner’s breakthrough with the “burner” feature for privacy
[9:42] Wrangle’s pivot and what went wrong
[13:36] Moving from paid downloads to a subscription model for Burner
[24:47] Importance of user feedback in shaping the Burner product
[33:24] The credit system and why it transitioned to subscriptions
[38:55] Why retention and cohort analysis are key to Burner’s success
[44:29] How Burner integrates new features like VPN for growth
[54:33] Premium tier features: phone number lookup becomes popular
[1:02:18] Bundling products: the decision to expand Burner’s offerings
[1:09:53] Greg’s thoughts on acquiring apps vs building new features
[1:23:38] Win of the year: faster paywall testing speed for Burner