Michael Bardin
Growth Product Manager at Applica
Leads product optimization at Applica, turning paywalls, onboarding, and subscription flows into controlled experiments for mobile products
LinkedIn
Webinar
23.10.26
How to plan Black Friday and Cyber Monday for subscription apps
A single Black Friday discount shown to every user gives money away to people who would have paid full price anyway. Applica’s Michael Bardin joins Katya Madonova of Web2Wave (https://www.web2wave.com/) to break down how to plan BFCM for subscription apps: segmenting by subscription life stage, triggering offers inside and outside the app, designing discounts by segment, and testing and measuring before the sale window opens.
Get access to the webinarWhat was covered:
- Why one discount for everyone backfires, and how it gives money away to users who would have paid full price
- Segmentation by subscription life stage: new installs, free users, lapsed and active subscribers, and the App Store and Google Play offer types that fit each group
- Triggers inside and outside the app: paywall and onboarding events, usage moments, push and email cadence, frequency caps and suppression rules
- Offer design: discount depth by segment, which plans and billing periods to discount, and in-app purchase vs. web checkout
- How to present the offer: price, urgency and plan layout
- Execution: what to test before the sale window, how to measure incrementality, and a launch timeline through Cyber Monday
Speakers
Katya Madonova
Product Marketing Lead at Web2Wave
Katya is a product marketing lead with 10+ years of professional experience, including 8+ years in the mobile app industry. She owns positioning, go-to-market, messaging, and lifecycle for B2B SaaS products that mobile teams actually use, end to end, from strategy to execution.
23.10.26
How to plan Black Friday and Cyber Monday for subscription apps
A single Black Friday discount shown to every user gives money away to people who would have paid full price anyway. Applica’s Michael Bardin joins Katya Madonova of Web2Wave (https://www.web2wave.com/) to break down how to plan BFCM for subscription apps: segmenting by subscription life stage, triggering offers inside and outside the app, designing discounts by segment, and testing and measuring before the sale window opens.