“If you don’t have a product that people want, then nothing else matters” — Phil Carter, Elemental Growth

Phil Carter, an experienced subscription growth advisor and founder of Elemental Growth, offers insights into building a sustainable app business through his Subscription Value Loop framework, which involves identifying product-market fit, delivering remarkable solutions, and reinvesting profits to maintain competitive advantage. He emphasizes the importance of the 4 Rs—robust, rapid, repeatable, and remarkable value—as demonstrated by successful apps like Duolingo, which combines gamified lessons with an accessible freemium model. Additionally, Carter highlights the role of user engagement and community building, as seen in apps like Tinder and Strava, in driving organic growth and retention amid a crowded app market. Effective monetization strategies, referred to as the 5 P’s—paywalls, pricing, packaging, payments, and promotions—are discussed with examples like Calm optimizing paywall placement and adapting to alternative payment methods for increased revenue. For further insights, Carter's full discussion can be accessed via podcast or his Consumer Subscription Growth course on Reforge.