Should You Launch a Lifetime Deal?

Here’s What Most Founders Get Wrong

Let’s be honest — launching a lifetime deal often feels like a last resort. Like something you only do when growth stalls and you’re looking for a quick cash injection. I’ve had that exact feeling. And I’ve talked to many founders who’ve gone through the same emotional cycle.

But that’s just the surface.

Launching an LTD isn’t inherently good or bad — it’s just a tool. And like any tool, how you use it determines whether it helps or hurts your business.

What most LTD Customers Really Look For (And Why That’s Dangerous)

Let’s start here: there are amazing users in the LTD community. Some become your biggest supporters, give insightful feedback, and actively use your product. But generally speaking — and that’s what this article is about — the typical behavior in LTD crowds can create real challenges.

If you’ve spent any time in LTD marketplaces — like AppSumo or LTD Facebook groups — you’ll notice familiar patterns.

LTD buyers tend to favor:

• Massive roadmaps

• Unlimited plans

• Stackable codes and secret perks

This isn’t about need — it’s about perceived value. In many cases, people buy for the deal, not for the product. That alone isn’t a dealbreaker. But here’s where it gets dangerous:

• They often won’t use it

• They’ll still give feedback

• And they’ll shape your public roadmap

Imagine getting flooded with feature requests from users who haven’t even opened your app more than once. That’s noise — and it can send your product in the wrong direction fast.

So it’s not just that they may never pay again (which is actually acceptable). The real risk is that they’ll never engage, yet you’ll still be building for them.

The Founder Trap: Roadmap Inflation and Unlimited Promises

As a founder, you want your LTD to stand out. That’s natural.

So what happens? You start inflating your roadmap. You promise more features than you should. You overextend your support and operations to offer "unlimited" plans, thinking that’s the only way to win attention.

And for a moment, it might work — you'll see buzz, comments, and maybe even leaderboard placement.

But here’s the cost: you start building a company for a market that doesn’t exist, led by “users” who may never use. And when reality hits (because roadmap delivery takes time), that same audience often turns on you.

How to Use LTDs Strategically, Not Emotionally

If you're considering a lifetime deal, here’s what I recommend based on real experience — mine and many others:

• Validate your positioning, not your long-term growth model.

• Attract early adopters, but know most won’t convert into long-term advocates.

• Keep limits — offer generous plans, but avoid “unlimited everything.”

• Stick to your vision, not the noise in the comments.

• Expect drop-off — in activity, not just payments.

And most importantly: if the only thing people are excited about is the deal, not the product, that’s your cue to pause and reassess.

Final Thoughts

This isn’t about blaming anyone — it’s about helping other founders avoid the same mistakes I made (and that I’ve seen many others make too). For the record, AppSumo is a great platform, founded by Noah Kagan. It offers incredible exposure and opportunities when used wisely.

LTDs can be powerful — for brand awareness, quick capital, and early feedback. But they’re not a long-term growth engine. They’re a launchpad at best, a distraction at worst.

So use them with intention. Don’t let the crowd write your roadmap. And don’t trade your real market for a loud one.