Launch marketplaces in numbers

Three things stand out. First, the model is one-time pricing almost without exception: 22 recurring products among 5,545 items. Second, the funnel is the product: a median of 12 items per launch means a $12 front end is the door to an upgrade ladder that typically runs past $300 at list. Third, the "regular" price is a marketing device, not a price history: the median "regular" front-end price is 8× the launch price, and we found no product in the data that has ever been sold at it.

JVZoo publishes a figure LaunchPadJV does not: the refund rate, per product and per funnel. It is the single most useful number on a launch listing. A funnel above 10% refunds is sending back one buyer in ten; the ledger flags those in red.