App-to-Web Migration Playbook

How mobile subscription apps move existing subscribers onto web billing

Sequence, cohort selection, retention safeguards, and the unit economics — including a worked example at $5M ARR.

What's inside

01
The Opportunity
App-store billing is a hidden tax on growth — the margin, control, and lifecycle caps it imposes.
02
The Validation
Category leaders (Spotify, Netflix, Duolingo) already moved; the playbook scales down to growth-stage apps.
03
The Economics
Per-dollar retention math: +$220K migration year per $1M migrated, +$100K each year after.
04
The Deployment
The Controlled Migration Framework end-to-end: Audit → Pilot → Migration → Manage. Three safety pillars.
05
Operational care
The mechanics most teams don't think about until they're mid-cutover — built into the platform from day one.
06
A worked example — $5M ARR
Health & fitness app, 60K subs. Pilot waves, migration cohorts, 55% migration outcome.

Email a copy. PDF, the full sequence with worked examples.