Product Requirement Document (PRD)

Project Name: Pricing Change for Calm Subscription App

Document Version: 1.0

Last Updated: July 9, 2024

1. Introduction
Project Overview: This document outlines the requirements for changing the subscription price
of the Calm app from $7 to $9. The primary objective is to increase monetization while
maintaining user satisfaction and retention.

Project Goals:

● Increase revenue from subscriptions.

● Evaluate the impact on user retention and acquisition.
● Ensure a smooth transition with minimal disruption to existing subscribers.

2. Background and Rationale

The current subscription price for Calm is $7 per month. Market analysis and competitor
benchmarking suggest that an increase to $9 per month is feasible and aligns with industry
standards. The additional revenue will support further development and marketing initiatives.

3. Scope
In-Scope:

● Updating the subscription price in all relevant platforms (iOS, Android, Web).
● Communicating the price change to existing subscribers.
● Updating marketing materials and documentation to reflect the new pricing.
● Monitoring user feedback and analytics post-change.

Out-of-Scope:

● Changes to subscription features or plans.

● Alterations to the app's user interface beyond the necessary pricing updates.

4. Functional Requirements
Subscription Price Update:

● FR1.1: Update the monthly subscription price from $7 to $9.

● FR1.2: Ensure the new price is reflected in the app stores (Apple App Store, Google
Play Store) and on the Calm website.
● FR1.3: Update any in-app purchase mechanisms to reflect the new price.

User Communication:

● FR2.1: Notify existing subscribers of the price change 30 days in advance via email and
in-app notifications.
● FR2.2: Provide a detailed FAQ addressing potential user concerns about the price
change.
● FR2.3: Offer existing subscribers a grace period or discount for the first month at the
new price, if deemed necessary.

Analytics and Monitoring:

● FR3.1: Implement tracking to monitor subscription changes, cancellations, and new

sign-ups.
● FR3.2: Conduct a user survey post-implementation to gather feedback.

5. Non-Functional Requirements
Performance:

● The app should continue to perform efficiently with no degradation in user experience
during or after the pricing update.

Security:

● Ensure all transactions are secure and comply with relevant data protection regulations.

Usability:

● The price change notification and FAQ should be easily accessible and understandable
for users.

6. Risks and Mitigations

Risks:

● R1: User Backlash and Cancellations: Some users may be unhappy with the price
increase and choose to cancel their subscriptions.
○ Mitigation: Communicate the reasons for the price increase clearly and offer a
temporary discount or grace period.
 ● R2: Technical Issues During Update: Potential for technical issues when updating the
price across different platforms.
○ Mitigation: Thoroughly test the price update in a staging environment before
going live.
● R3: Negative Publicity: The price change could attract negative media attention or
reviews.
○ Mitigation: Prepare a PR strategy and ensure customer support is ready to
handle inquiries and complaints.

Benefits:

● B1: Increased Revenue: The primary benefit is an increase in subscription revenue,

which can be reinvested into app improvements and marketing.
● B2: Market Positioning: Aligns Calm's pricing with competitors, potentially positioning it
as a premium offering.
● B3: Enhanced Features and Services: Additional revenue can fund the development
of new features and content, enhancing user satisfaction in the long term.

7. Timeline
Milestones:

● M1: Project kickoff and team briefing - July 15, 2024

● M2: Completion of price update on all platforms - August 1, 2024
● M3: Notification to existing subscribers - August 1, 2024
● M4: Go-live date for new pricing - September 1, 2024
● M5: Post-launch review and analytics - October 1, 2024

8. Stakeholders
Project Sponsor:

● Sarah Johnson, Chief Product Officer

Project Manager:

● Michael Lee, Assigned PM

Development Team:

● Emma Wilson, Lead Developer

● Liam Davis, iOS Developer
● Noah Brown, Android Developer
● Sophia Martinez, Web Developer

Marketing Team:
 ● James Taylor, Head of Marketing
● Olivia White, Communications Specialist

Customer Support:

● Emily Harris, Support Team Lead

● Ava Anderson, Support Representative

9. Approval
Sign-Offs:

● Sarah Johnson, Chief Product Officer: _____________________

● James Taylor, Head of Marketing: _____________________
● Emma Wilson, Lead Developer: _____________________
● Emily Harris, Support Team Lead: _____________________