For SaaS and subscription app founders who know the opportunity is there but nobody's owned it yet.
45-minute call. No pitch. Just finding out if there's a fit.
One month in, Bill gave us a growth dashboard we’d never built, mapped every leak in our funnel, and shipped three tests. Wish we’d done this sooner.
Most SaaS and subscription app founders are leaving at least 20–40% on the table. When did you last seriously look at your pricing? If the answer is "when we launched" or "honestly I'm not sure," you're not alone. The average subscription business spends just 6 hours on pricing across its entire lifespan.
What does your trial-to-paid conversion look like right now? Is that a number you're happy with? What have you actually done to move it? Your paywall fires. Users see it. Some convert. But have you ever tested the timing, the copy, the offer structure? Most founders haven't.
Part of the reason is bandwidth. Part of it is proximity. When you're inside the business every day, your own funnel becomes invisible. You stop seeing what a new user actually experiences. Fresh eyes from someone with no attachment to how things have always been done changes what you can see.
Pricing, trials, and churn are the least-touched parts of most subscription businesses. And always where the biggest opportunity is.
Founders almost universally underinvest in conversion and overinvest in acquisition. But if your top of funnel is working at all, there's almost always more revenue sitting in your new user experience and paywall than you'd get from doubling your ad spend. I've seen revenue double. Not from more traffic. From fixing what happens after someone signs up.
GoReminders had been flat for a couple years before I started working with Bill. He pushed me to test faster than I was comfortable with, and we’ve grown consistently since.
Jonathan Zacks
Co-founder, GoReminders
Monthly Recurring Revenue
Why me
I've bought, grown, and exited subscription apps multiple times. One of those exits was to a strategic acquirer. Not as a consultant advising from the sidelines. As the operator, with my money at risk on every decision. And before buying any of them, I analyzed hundreds of subscription businesses, each one evaluated for hidden potential, fixable leaks, and revenue being left behind. After enough of those, you know exactly where to look.
Every acquisition taught me the same thing: the gap between what a subscription product earns and what it should earn is almost always sitting in the same places. Pricing nobody's owned since launch. Trial flows converting at half their potential. Paywalls that have never been seriously tested. Onboarding sequences nobody's owned. The opportunity compounds every time you fix one of them, faster than most founders expect.
What works against you is how well you know your own product. You've clicked through your signup flow hundreds of times. You can't see it as a new user anymore. Someone with no history with it, and no attachment to why it was built the way it was, will find things in an hour that you've walked past for years.
I'm obsessive about finding every dollar a product is leaving behind. Pricing, trial structures, paywalls, onboarding sequences. I test all of it. Hypothesis, test, measure, repeat. I built a methodology around finding wins systematically, because when it was my money, ad hoc wasn't good enough.
That's what I bring to your business. A repeatable process for finding the revenue you're already leaving behind, built when my own money was on the line. If you have real users moving through your funnel and haven't systematically worked your trial flow, pricing, and new user experience, the opportunity is already there. The question is just how much.
If that sounds like the kind of person you want working this problem with you, the next step is a call.
Book a Revenue Clarity Call →"For years, anytime growth or testing came up, I’d tell people the same thing: I know this guy who’s an expert at this, and you should see what he’s doing… If I were a founder leaving revenue on the table, he’s the person I’d want looking at it."
Wesley Filleman
Founder, Mobile Integrated Solutions
The mechanism is systematic testing across your pricing, trials, and churn. Here's how it runs:
Before anything, I need to hear your numbers. Trial conversion, pricing history, paywall setup, churn. I'm listening for the pattern. By the end of the call you'll know whether I think there's a real opportunity and where I'd look first.
You leave with a real diagnosis. No pitch.
I audit your analytics, map your full conversion funnel, and build a numbered A/B testing backlog. Every item is a specific hypothesis: what we're testing, what we expect to find, and what it's worth if we're right. The first test goes live before the month is out. You finish month 1 knowing exactly what you're testing and what comes next.
End of month 1: first test running, full backlog ready.
Two 45-minute calls per month to review results and decide what runs next. Between calls, async support and an active backlog. When a test wins, you've captured revenue that was always there. When a test loses, you've eliminated a dead end and sharpened the next hypothesis. The process compounds. You're always running the highest-leverage test.
You implement. I keep the process moving.
You have real users and real data. People are signing up. Some are converting. There's a funnel to work with. It just hasn't been worked systematically.
The founders who get the most out of this are usually the ones who already suspect the opportunity is there. They launched with a pricing structure they haven't seriously revisited. They've been meaning to look at their trial flow for months. They know churn is higher than it should be but haven't had time to dig in. They just haven't had the bandwidth, or the outside perspective, to go after it systematically. That's exactly what this is for.
If pricing, trials, churn, and paywall haven't been owned by anyone yet, no head of growth, no RevOps, no CRO, that's the setup this works in.
A boutique growth agency charges $15–25K/month and assigns a junior team member to your account. With me, you get a founder who has built, optimized, and sold subscription businesses, fully focused on your pricing, trials, and churn.
At $1M ARR, a 20% improvement in trial-to-paid conversion is worth $200K in annual revenue. Most engagements surface multiple improvements across pricing, trials, and churn. The fee pays for itself in the first month if I find even one thing worth fixing. The risk isn't the fee. It's not optimizing.
If you have real users moving through your funnel, you have enough to work with. You don't need a massive engineering team or enterprise tooling. Most of the highest-leverage tests can be run with basic analytics and the ability to ship small changes.
Maybe. But the average subscription business spends just 6 hours on pricing across its entire lifespan. You've had the bandwidth to build the product. You haven't had the bandwidth to run this systematically. That's not a criticism. It's the pattern. This is what I do, full-time, for one specific problem.
I show up, I bring ideas, and tests get shipped. Every result is measured. Even when a specific test doesn't win, you've eliminated a dead end and sharpened the next hypothesis — the process is always moving forward. If I'm not adding obvious value, cancel. No contract, no guilt.
45 minutes. I'll ask about your trial conversion, pricing, paywall, and churn, and share what patterns I see. You'll walk away with a clearer sense of where the opportunity is, whether we work together or not.
45-minute call. No pitch. Just finding out if there's a fit.
I watched Bill build his business up close. The thing that always stood out to me was his A/B testing. He had it down to a science. I’d see the numbers he was pulling out of those apps and just be amazed. For years, anytime growth or testing came up with people I worked with, I’d tell them the same thing: I know this guy who’s an expert at this, and you should see what he’s doing.
To me it was always obvious that the testing was the engine. That’s what made his business so successful. So when he told me he was going to do this for other founders, my first reaction was that’s the clear answer. It’s the thing he’s genuinely talented at, and it’s the thing that drove his results. If I were a founder leaving revenue on the table, he’s the person I’d want looking at it.
Wesley Filleman
Founder, Mobile Integrated Solutions
GoReminders had been flat for a couple years before I started working with Bill. The frustration wasn’t lack of ideas. It was lack of confidence about which dev work would actually move the needle.
Bill installed a testing operating system on the business: prioritized hypotheses, clear success criteria, and the discipline to ship and read tests on a real cadence.
The pivotal shift was learning the right cadence. He pushed me to test faster than I was comfortable with, and that single change is what got the business growing consistently again.
Jonathan Zacks
Co-founder, GoReminders