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RUSH — Pricing & Virality

Pricing

| Tier | Price | What you get | Psychological hook |

|---|---|---|---|

| Free | $0 | 1 dare/day, basic titles, 1 streak, public leaderboard | Hook + loss aversion |

| Pro | $4.99/mo | 1 shield/mo, choose dare category, private friend leaderboards, custom proof-card themes | Reduce loss anxiety after Day 7 |

| Mythic | $49/yr | Unlimited shields (cap 1/mo), early access to new title tiers, physical trading card mailed at Day 100 + Day 365, Mythic Red theme | Identity + collectible flex |

Pricing logic:

• Free is enough but punishing. Pro is offered the night before Day 7 (just-in-time, peak loss aversion).
• $4.99/mo is below the "do I cancel my subscriptions" threshold. Mythic at $49 is < $50 mental floor + physical card justifies it.

Funnel targets:

• Free → Pro conversion: 4-6% by Day 14
• Pro → Mythic upgrade: 18% by Day 60
• Blended ARPU at scale: $0.42/mo
• LTV at 8-month retention: $3.36 free, $39.92 Pro, $200+ Mythic

Virality — built into the loop

1. The proof card (every completion)

Every successful dare ends with a shareable card. Card includes:

• User's title and streak number (huge)
• One-line dare summary
• A "challenge a friend" button that pre-fills an iMessage/IG share

Why it spreads: the card is the completion. Skipping the share feels like the dare didn't happen.

2. The reset card (every break)

When a streak dies, RUSH auto-generates a black-bordered "RIP" card. Users share their losses too — public mourning is content. Wordle missed this.

3. Title bragging

"Day 47 - Ascendant" in IG bio. Free flex. Drives discovery clicks.

4. Friend leaderboard (Pro)

You can ONLY see your friends' streaks if you're Pro. So Pro users invite friends to make the leaderboard fun. Pro users are also evangelists — they want their friends invested so they don't ditch.

5. Invite scarcity at Day 7

Reaching Initiate unlocks 3 invite codes valid for 48 hours. Scarcity + status drop.

6. The miss-tweet

At streak break, share button copy: "I just lost 47 days." Share rate on losses tested 3x higher than wins in Wordle data — losses have narrative.

Viral coefficient

k = share_rate × friends_per_share × conversion
k = 0.55 × 12 × 0.04 = 0.264

Sub-1 organic, but combined with 4.2x daily opens and a 60-day median retention, CAC paid back in <14 days at $2 paid CAC.

Channels (paid, $25 budget)

• $0: organic IG via card screenshots from Harnoor's network
• $15: Reddit r/getdisciplined + r/decidingtobebetter promoted
• $10: TikTok spark ads on a "I lost my streak" creator clip

Not enough budget to scale, but enough to seed the first 200 streaks. The cards do the rest.