Customer Testimonials
“Dan is an absolute beast. We've seen a ~80% increase in Monthly Revenue in the two months since Dan started leading the growth here at Codédex. 100/10 recommend.”
Sonny Li
Founder & CEO, Codédex
“After months of experimenting on our own with different funnel optimizations yielding mediocre results, we met Dan who came in like a pro and suggested a few key adjustments to how we thought about customer acquisition...and he bent the curve for us quickly.”
Steven Puri
Founder & CEO, Sukha Company
“From the first conversation Dan brought real value with structure, clear roadmaps, and the rare ability to shift seamlessly from high-level strategy to technical detail. We're accelerating our renewal efforts and focusing the team on the right levers.”
Esh Agarwal
Director of Insights & Analytics, Busuu
To Grow a Subscription Product, You Must Nail the Following Pillars:
Paywall Strategy
How should you divide your service offerings into tiers and do your customers understand them?
Free Products
Should you have a free product?
Paid Products
How should your paid products be divided?
Pricing & Packaging
Are you using the right pricing model for your business and stage of growth?
LTV Extensions
Are you seeing account expansion?
Upgrades
Do your best users end up paying you the most?
Self Service Revenue
How well does the product sell itself and where are you leaving money on the table?
Checkout Pages
Is your checkout page following best practices?
Conversion Tactics
How do you motivate users to purchase?
LTV Extensions
How can you capture more user Life Time Value and faster?
Plan Mix
What is the ratio of short to long term plans?
Annual Plans
How can you push more users into long term plans?
Payment Processing
Are you following best practices to collect all the cash you're owed?
Payment Success Rate
What % of your payments are failing and why?
Revenue Recapture
Do you have best practices set up to win back lost revenue?
About Dan Layfield
Dan has helped drive 100M+ of business growth across his years as a product manager. He specializes in growth & product management, focusing on self service revenue.
He ran the growth team at Codecademy and scaled ARR from $10M to $55M, which was acquired for $525M in 2022.
After that he was a product manager at Uber Eats, running the Home feed ranking.
Now he advises and consults with startups who are looking to increase subscription revenue.
Frequently Asked Questions
What types of companies do you work with?
I work with companies that are setting up or optimizing their self service revenue. They tend to be either consumer businesses or self service/product led growth B2B companies. My clients tend to fall into two major buckets: 1) Young startups who are building the basics of a self service revenue engine, and 2) More mature subscription or recurring revenue products that are looking to make more money.
What are the basic requirements to work with you?
I work with companies that have a subscription or recurring revenue product, either live or in development. Consumer businesses and PLG B2B companies are the best fit. You should have some data to work with or be ready to start collecting it.
How long are engagements?
They average 6-12 months. Each client's needs vary slightly, so we structure the engagement based on how the company works and their shipping cadence.
Where can you help our team?
I focus on all the core drivers of increasing your MRR: Conversion, activation, retention, LTV, pricing, and more.
Where can you not help our team?
My background is not in demand generation, sales, or brand marketing. These aren't my core skill sets.