if people are already paying that much, they wouldn't have a problem paying a premium for a tool that lets them get more out of their workouts
You have to remember to explain how they gain from using your product in monetary terms. In exchange for $150/month in gym fees, I get to use their equipment, showers, electricity, trainers, cleaning crew, etc. When I use your app, what do I get? Maybe your app saves me 30 minutes three times a week vs using a diary. At my hourly rate, $30 is a bargain.
When I was doing freelance web design, you wouldn't believe how many businesses were spending $400/mo on paper YellowPages ads, but couldn't see the value in spending $500 + $50/mo for a website. When I explained that they could use just half of that monthly spend on SEO and PPC ads, and have better conversion tracking, they saw the appeal. When I explained that an online scheduler could save them $1600/mo over having a full time receptionist, they really saw the appeal. You have to frame it in terms of cost savings/increased profit/saved time, etc.
This is excellent insight. As a developer, my gut reaction is to say but look at all these features and people will pay for that. But thats not really the case. In fact, it seems what people actually pay for is an efficient solution to something that takes them far too much time (or makes/saves them money).
You have to remember to explain how they gain from using your product in monetary terms. In exchange for $150/month in gym fees, I get to use their equipment, showers, electricity, trainers, cleaning crew, etc. When I use your app, what do I get? Maybe your app saves me 30 minutes three times a week vs using a diary. At my hourly rate, $30 is a bargain.
When I was doing freelance web design, you wouldn't believe how many businesses were spending $400/mo on paper YellowPages ads, but couldn't see the value in spending $500 + $50/mo for a website. When I explained that they could use just half of that monthly spend on SEO and PPC ads, and have better conversion tracking, they saw the appeal. When I explained that an online scheduler could save them $1600/mo over having a full time receptionist, they really saw the appeal. You have to frame it in terms of cost savings/increased profit/saved time, etc.