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A major "aha!" moment for me was 37Signals writing "If you have a 30 day trial anyhow, launching with billing code written means you've swapped something customers actually will notice today for something they won't." I don't endorse that specific advice (because you should probably auth cards on launch day) but the kinda relentless scope-cutting it implies has been a major win for me.

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We launched with billing code, but did not have code to actually do something with accounts that did not pay until they were into their 35th day of a 30 day trial (a slight estimation error, you know how software development works).

"Hey, you lucky guys, we're extending your trial period by five days! Ain't that cool?"

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