How to grow a subscription business | Yuriy Timen (Grammarly, Canva, Airtable)

In this episode, Yuriy Timen, a growth strategy advisor with a background at Grammarly, discusses various approaches to scaling subscription products. He emphasizes the necessity of adequately testing channels before dismissing their effectiveness. Yuriy breaks down growth strategies into categories like paid growth, SEO, and virality, explaining that a focus should be placed on understanding unit economics and potential customer lifetime value (LTV). He identifies the critical roles of onboarding and conversion rates in successfully leveraging these channels, noting that a well-designed onboarding process can significantly improve activation rates. Yuriy also points out how the marketing landscape is changing, particularly regarding paid acquisition tactics and the rising importance of SEO as companies pivot from growth-at-all-cost strategies to sustainability. The conversation wraps up with Yuriy's recommendations on thoughtful use of channels such as TikTok and traditional advertising, emphasizing the need for proper attribution and understanding of the audience. This episode offers practical, tactical advice for entrepreneurs and marketers aiming to grow their subscription businesses.