Five decisions, one product.
Five decisions from one employer-owned B2C SaaS for seafarer certification. The numbers come from internal dashboards; where data is missing, I say so.
From $100 to $2,171 a month
An audience with no business model, and a closure date already on the calendar.
What 31 premium accounts taught me about what users actually value
My own belief was driving the roadmap. The audit showed users wanted something else.
Pricing experiments: the $1/day failure and the 5 → 3 reset
A cheap plan that looked like growth and cannibalised the subscription.
An app in three weeks, and the distribution problem behind it
Users wanted a mobile app; the team had no mobile experience and no store access.
A product bet that sold zero
A product I advised against, built anyway, with no demand validation.
Context
All five come from the same employer-owned product. I managed it; the company owns it. The revenue is total monthly revenue — subscriptions, PDF archives, lifetime sales and partner placements — not MRR.
Some results are before/after, not controlled tests. I do not claim causality where the data does not support it.
Prefer it as a document? Download the portfolio (PDF).