How Consumer Subscriptions May Perform in a Recession — Eric Crowley, GP Bullhound

Sub Club by RevenueCat

On the podcast we talk with Eric about the largest consumer marketplace that’s ever existed, the growing exit opportunities for Consumer Subscription Software businesses, and why the CSS industry may be relatively recession-proof.

Top Takeaways
👀 Simply occupying eyeballs isn’t the game plan anymore
💰The CSS space could be recession-proof
👴 The data and tooling landscape has matured, making it easier to build and grow subscription businesses

About Eric Crowley
👔 Partner at GP Bullhound, a global technology investment and advisory firm for entrepreneurs and founders
👨‍💻 Coming from an executive software startup background, Eric primarily focuses on M&A, capital raises, and advisory transactions at the firm
💡 “If the entire focus of your team is adding value and not just making sure information flows from stack one to stack two, you're going to build a better business, because you're out there listening to your customer [and] watching them use your service”
👋 LinkedIn and Twitter

Links & Resources
‣ Check out the Consumer Subscription Software (CSS) 2022 report
‣ GP Bullhound

Follow us on Twitter
‣ David Barnard
‣ Jacob Eiting
‣ RevenueCat
‣ Sub Club

Episode Highlights

[1:58] Mind-blowing CSS report insights: Apps are instantly downloadable and purchases are immediate for 5 billion people around the world.
[5:10] What the internet was meant to be: Apple is the new cross-border cash clearing house, and apps are leveraging some of the most advanced technology we have today.
[7:39] The end of apps?: There’s a reason to be bullish on the subscription business model. David explains why.
[10:52] Record-breaking non-game app revenue: For the first time in 2022, people are spending more on apps other than gaming.
[13:27] Having fun with luxury goods: With a downturn on the horizon, will in-app purchases take a hit? Why spend money on Candy Crush when you can still have fun for free? GP Bullhound sees CSS businesses as “enhancements at an affordable price.”
[20:09] Where’s the value?: During a recession, the bar for added value increases. Where does that leave subscription services? If it makes you better at your job (like Grammarly does for Eric), it’s a winner.
[21:40] On bankers hating averages: Eric talks overvaluations, undervaluations, and the sturdy infrastructure of the industry. (Hint: DuoLingo, Dropbox, and Bumble will be here in five years.)
[28:22] Cashing in on subscriptions: The cash efficiency of the consumer subscription model is finally beginning to show. Eric highlights that CSS entrepreneurs are gold miners, with plenty of companies selling them shovels and pickaxes.
[35:13] Exit stage right: From PE firms to small investors, opportunities to exit apps are many. Eric explains what that looks like for brands, consumers, and founders.
[40:38] Philosophy of selling: Eric sets out the thought process founders go through and the questions they should answer before moving ahead with a sale.