Underhype is a trip planner for travellers in Sweden. While being a very niche product, it's made to be profitable. Here are the numbers behind the product.

The business model

Users can use the core parts of the planner for free — plan a trip, see recommendations, filter info. It helps with user acquisition.

The paid version brings way more power: users can save trips, use more filters, and — most importantly — use the trip budget planner.

Main audience

The goal is to attract travellers from the USA, who are the main foreign visitors of Sweden. Trips are expensive and require good planning.

Travellers from the UK and Germany visit Sweden frequently, but living way closer to Sweden may make the planner less attractive to them.

Locals are not expected to be paid users, since the value of the planner for them is not so high.

One-time payment instead of subscription

While a subscription is better in terms of revenue, it does not make sense for Underhype specifically: our main users, from the UK and USA, probably will use it once anyway.

That's why the paid version requires a one-time payment and gives lifetime access — supporting Underhype's brand voice (subscriptions are overhyped — nobody likes them).

Price

It costs 12 € to have lifetime access to the paid features of Underhype. It's less than the PDF guides bloggers try to sell (20–30 €) and gives more value than a paper-based casual travel guide, which can't have budgeting features for obvious reasons.

Pessimistic financial plan