Walls.io is doing $10M ARR. Their homepage is costing them the next $10M.

If you read the LinkedIn post, you already know I think Walls.io has a positioning problem. Here's the part I couldn't fit in.

Event organizers buy Walls.io for a conference. They love it. The room lights up, people take pictures, everyone's looking at the wall.

Then… the event ends and they cancel.☠️

Michael calls this churn.

I'd call it something completely different.

These people didn't leave because they were unhappy, but because nobody ever gave them a reason to stay. There's no loyalty mechanic, no "see you next year," zero reason to remain a subscriber when the event is over.

But here's what makes it worse - they also have a free plan.

So next year, the same event organizer comes back with a new account: free plan again.

Why wouldn’t they?

They loved the product. They just never felt like they needed to pay for it.

And that's not a churn problem. They positioned the product wrong - so they couldn't price it right. That's a product-market fit problem pretending to be a churn number.

When you give something away for free - or make it easy to get for free - you remove the status from it. Nobody brags about the free tool they used. Nobody tells their colleagues "you have to try this." They just quietly use it and move on.

At Bitpanda, we learned this the hard way.

Our customers weren't just buying crypto. They were buying a feeling - being in control of their finances, being the smart person in the room who figured it out before everyone else.

"I invest. I'm not just saving money in a bank account like my parents did."

That feeling only works if there's some friction. Some commitment. Some skin in the game. The moment something feels free or cheap, the status disappears. And with it, the loyalty.

Walls.io's event buyers are the same. They don't want the cheapest social wall. They want to be the person who made their event unforgettable. They want their CEO to walk in and stop and look. They want attendees to post pictures of the wall.

That's not a commodity purchase. That's a status purchase. And it should be priced and positioned like one.

I saw a poll on LinkedIn this week - 5 industries, 1 use case vs 1 industry, 5 use cases. 62% voted for 5 industries, 1 use case.

I agree - but only if that one use case is sharp enough to cut through.

Walls.io has multiple use cases AND multiple industries AND one message trying to serve all of them. Being everything to everyone means being nothing to anyone in particular. No one lands on that homepage and immediately thinks - this is for me.

1. Split the 2 buyers

Two entry points on the homepage. Not two websites - just two clear paths from the moment you land. "Planning an event?" goes one way. "Want UGC on your website?" goes another.

The moment you do this, the copy can finally do its job. The event organizer sees language about their event being unforgettable. The retainer buyer sees language about building community. Neither feels like they landed on the wrong page.

Right now both land on "the social wall for everyone" and have to figure out if it's for them. Most don't bother.

2. Lead with status not features

"You are one wall away from being the coolest event this year" isn't just a headline. It's a positioning decision.

It tells the buyer what they're actually purchasing - not a social media aggregator, not a SaaS subscription. They're purchasing the feeling of walking into a room where people stop and look. Where their CEO turns to them and says "whose idea was this?"

That's worth money. That's worth coming back for. Features are never worth that.

3. Replace the demo button with a self-serve experience

Nobody who just discovered your product wants to talk to a salesperson. They want to feel the product first.

A 60-second quiz - "what kind of wall are you building?" - does three things at once. It segments the buyer, personalizes the experience, and creates micro-commitment before any money changes hands.

By the time they finish the quiz they've already imagined their event with a Walls.io wall on it. That's the moment they're ready to buy. The demo button skips all of that and goes straight to sales. That's where you lose them and never even know it.

4. Reframe the event product

The free plan and the monthly subscription are both working against them with event buyers.

Free removes the status. Monthly creates the churn. Neither makes the buyer feel like they made a deliberate, premium choice.

A one-time event purchase - properly priced, properly named - changes everything. Not "cancel after the event." But "your next event gets 50% off." Not "new account next year." But "welcome back, here's your event history."

Not a user- a returning partner.

The goal isn't to trap them into a subscription. It's to make coming back feel like the obvious, status-confirming choice.

The product is already doing the emotional job.

The positioning and pricing just haven't caught up yet.

If any of this sounds familiar - not because of Walls.io, but because of your own product - you know where to find me.

Next week I'm doing this again. Want to suggest a company? Hit reply.

See you next week,

P.S. If any of this sounds like your company - I do this for a living. Reply to this email or book a call.

P.S. Michael from Walls.io reached out after the LinkedIn post - turns out they have a free trial, not a free plan. The churn argument still stands, but I wanted to be transparent. The diagnosis doesn't change - the pricing and positioning of the event product is still the opportunity.

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