Before starting, selling or investing in a Subscription Service
Snippets of the 113 questions from the white paper
Top ten most important questions
What problem is the product solving? Is the company profitable? What's the product?
How many subscribers does the company have today? How long have the company been in business? Does it come naturally that the company has adopted a subscription model or does it feel forced?
What's the turnover on subscriptions? How many customers have the company had in total? How many customers have unsubscribed in total?
What are the bestsellers? How many different products? Is the company selling several products?
The Product (if physical)
How does shipping work? How does supply and manufacturing work? How much work goes into handling the product?
Have the company recently interviewed or surveyed it's customers? What can the company do to increase customer satisfaction? What is the Trustpilot rating and how many reviews are that based on?
What are examples of some of the more complex customer service cases? What is the average wait time for a reply to a request on each channel? What channels of support does the company provide (email, social media, phone etc.)?
Does the company do any intro offers? How do they look like? How many types of offers and what works best?
Payment Service Provider
What happens when the company is unable to charge a customer (due to card not working, insufficient funds, etc.)? What is the renewal rate on its customers? What is the fee schedule for the Payment Service Provider?
What acquiring bank is the company using? What are the transaction fees imposed by the acquiring bank? Is the company using 3D secure or other 2-Factor Authentication requirements for its payments?
How would the company describe the typical customer? Do the company aim for long-term customer relationships or short-term experiences? What's the Life-Time-Value (LTV) of a customer?
Does the company have a problem with chargebacks? Have any accounts or agreements ever been closed due to excesive chargebacks? What is the procedure when the company receives a chargeback?
How many customers unsubscribe on a daily basis? How many billings does a customer typically last? What is the main reason for customers to unsubscribing?
What initiatives have the company launched to reduce amount of refunds? How much does it cost to make a refund? What are the main reasons for refunds?
Does the company send a pre-withdrawal notification (SMS, email or other notification) before renewing the customer? Are there any tiers of subscription that customers can be upgraded to? How can the subscription model be improved?
Expansion to new markets
Why has the company kept back from entering new markets? Is it easy for the company to enter new markets? Have the company withdrawn from other markets?
Are there any technical challenges that are hindrering the company from growing? If the company sells it's product and services in several countries, how is local VAT payment handled? Are there any waste (that could be optimized)?
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