How I priced it

Toasted is $6.99, one time, no subscription. Most indie iOS apps default to subscription because the math is better — but the math is only better if people use it more than once.

A wedding speech is a one-shot job. Charging someone $4.99 a month for an app they'll touch for two weeks felt extractive. So I priced it as a one-time unlock and ate the worse LTV.

Conversion is higher than I expected. People understand $6.99 the way they understand a paperback. Subscriptions ask them to model a future relationship; one-time purchases just ask if the thing is worth the price right now.

I'll write more about this in a month when I have real numbers. For now: charge for the job, not the rental.