Case Study
LTTA APP
Let's Try This Again had one of the most engaged communities in podcasting, and all of it lived on rented land. Two years of trial and error built that community its own home: a from-scratch subscription app with original shows, private community, and overseas retreats. It launched to 1,000 paid downloads on day one, and in year three it's fully operational.
Built from scratch ✦ 1K paid downloads day one ✦ 20K emails in one automated flow ✦ Signed with Dear Media ✦ Year three: shows, community, retreats
Built from scratch ✦ 1K paid downloads day one ✦ 20K emails in one automated flow ✦ Signed with Dear Media ✦ Year three: shows, community, retreats
Built from scratch ✦ 1K paid downloads day one ✦ 20K emails in one automated flow ✦ Signed with Dear Media ✦ Year three: shows, community, retreats
Built from scratch ✦ 1K paid downloads day one ✦ 20K emails in one automated flow ✦ Signed with Dear Media ✦ Year three: shows, community, retreats
The Gap
Millions of followers, and not one of them owned. Every creator has this problem.
The LTTA community showed up everywhere: the podcast, the comments, the DMs. But every one of those touchpoints belonged to a platform that could change the rules overnight. An algorithm shift could erase years of audience building. There was no direct line to the women who cared most, and no product they could actually belong to. The fix wasn't another channel. It was a platform the brand owned outright.
Nothing like it existed off the shelf. So it was built from scratch — two years of trial and error across the business model, the subscription structure, the content slate, the design, the rollout. Not a paywall bolted onto a podcast, but a destination: original shows produced for the app, private community spaces, fitness programming, and overseas retreats that turned a digital membership into rooms full of real women.
By the Numbers
1,000
Paid downloads on day one
20,000
Emails captured in one automated flow
Year 3
Fully operational: original shows, community, overseas retreats
The Build
Concept
Define what a podcast brand looks like as a product it owns. The model was designed from zero: subscription structure, content strategy, community architecture, and a business plan that turned an audience into recurring revenue instead of borrowed reach. One of the defining strategic calls: a coordinated signing with Dear Media, one of the biggest networks in podcasting. The network carries distribution and ad revenue; the app stays the owned layer on top. Two engines, one brand.
Development
Two years of trial and error. App architecture, user experience, content systems, and the unglamorous iteration of building a from-scratch platform that had to feel premium on day one, not like a beta.
Rollout
A launch engineered before launch day. Invite-only beta access built scarcity, while ManyChat automations captured 20,000 emails in a single flow, so the audience was already in the funnel before the app went live. A commercial produced for the rollout gave the launch the feel of a premium product drop, not an app release.
Marketing
The content engine. Original programming produced for the app, including LTTA Talk, plus the content strategy that kept the brand's social presence feeding the owned platform instead of competing with it.
Management
Beyond the screen. Now in year three, the platform is fully operational: planning and rollout of the Bali retreat extended the membership into the real world, and ongoing content production keeps the app a living product instead of a launch-day spike.
Inside
Most apps launch. This one opened its doors.
The app wasn't built to host content. It was built to hold a community: original shows you couldn't see anywhere else, group chats where members actually knew each other, and retreats that took the membership from screens to Bali. The result was a product women paid for on day one — not because of a discount, but because they'd been waiting for a place that was theirs.
Original programming, produced for the platform
From the app to Bali — membership in the real world
In the Press
No press cycle needed. The receipts are live.
Outcomes
An audience you rent disappears. An audience you own pays you on day one.
Owned beats borrowed. Moving a community off rented platforms into an owned product turned followers into paying members the moment the doors opened.
The launch is built before launch day. Automated flows, 20,000 captured emails, and invite-only scarcity meant day one was a release, not a gamble.
A brand is bigger than its content. Original shows, community, and retreats made the app a world to belong to, not a feed to scroll.