PRODUCT DISCOVERY: Subscription
The Porch Protection Plan
The Porch Protection Plan:
Prevention through Loss Coverage
With the Porch Protection Plan, victims of package theft are left with more than a video for social media. They'll actually be paid back for the cost of their loss.
The Plan was designed for Kangaroo Security, following the launch of their $20 camera Doorbell.
The Porch Protection Plan: Prevention through Loss Coverage
Kangaroo Security is a startup making app enabled DIY home security, affordable for all.
With the Porch Protection Plan, victims of package theft are left with more than a video for social media. They'll actually be paid back for the cost of their loss.
The Porch Protection Plan:
Prevention through Loss Coverage
With the Porch Protection Plan, victims of package theft are left with more than a video for social media. They'll actually be paid back for the cost of their loss.
The Plan was designed for Kangaroo Security, following the launch of their $20 camera Doorbell.
Kangaroo Security is a startup making app enabled DIY home security, affordable for all.
PROBLEM
The disruptively low cost doorbell was priced for acquisition, but customers didn't want more robust systems.
The disruptively low cost product was priced for acquisition, but customers didn't want more robust systems.
The disruptively low cost $20 product was priced for acquisition, but customers didn't want more robust systems.
With no way to monetize the product, Kangaroo was losing money quickly.
GOAL
Design a subscription that sets Kangaroo apart from the competition and reaches a 20% attach rate.
Design a subscription that sets Kangaroo apart from the competition and reaches a 20% attach rate.
Affordability as a main value prop doesn't have longevity. Kangaroo saw this as an opportunity to make a big impact on their business and come up with something truly unique.
Affordability as a value prop potentially lacks longevity, so Kangaroo saw this as an opportunity to come up with something truly unique.
RESEARCH & DISCOVERY
To come up with the Porch Protection Plan, we took a careful look at our users
To come up with the Porch Protection Plan, we took a careful look at our users
Our customer was on a tight budget. They wouldn't pay for a premium version of what they can get for free. But they might pay for true, added value.
Our customer is on a tight budget. They don't pay for premium versions of what they can get for free.
In mapping out the package theft journey we spotted a neglected portion of the experience
Both ourselves and our competitors weren't addressing what happens after a package is stolen.
We saw the opportunity to support our customers from prevention through loss coverage.
In mapping out the package theft journey we spotted a neglected portion of the experience
No security company had done this before and it would become a standard for all Kangaroo products.
Both ourselves and our competitors weren't addressing what happens after a package is stolen.
We saw the opportunity to support our customers from prevention through loss coverage.
No security company had done this before and it would become a standard for all Kangaroo products.
The Porch Protection Plan will cover up to $300 of stolen packages per year.
The Porch Protection Plan covers up to $300 of stolen packages per year.
RESULTS
We reached a 26% attach rate and 14x'd our subscribers in just 1 year.
Full Stack Security became the Kangaroo standard and was rolled out across the product line.
We reached a 26% attach rate and 14x'd our subscribers in just 1 year.
Full Stack Security became the Kangaroo standard and was introduced to all products.
The Porch Protection plan left a profound impact on Kangaroo.
The Porch Protection plan left a profound impact on Kangaroo.
Not only did the subscription allow Kangaroo to Secure a new round of funding, but it kicked off Kangaroo's complete transformation from a Smart Home Security company to an innovative Security x Insurtech company.
Not only did the subscription allow Kangaroo to secure a new round of funding, but it kicked off Kangaroo's transformation from a Smart Home Security company to an innovative Security x Insurtech company.
Contact me to see a full case study and learn more about our innovative solution to upselling this unique subscription.
