Case study · Built by NK Studios
CalmSub
How we picked CalmSub as our first product
We chose this wedge because it solves a clear, common pain — and could be shipped fast without bank linking, bloat, or ongoing maintenance overhead.
Why we picked this wedge
- Clear pain: Subscription renewals collide and surprise people
- No bank linking: No bank linking required (privacy + speed)
- Solo-maintainable: Solo-maintainable by design
- Willingness to pay: Willingness to pay proven in adjacent tools
Why this wedge?
Problem → Insight → Decision
Subscriptions don't feel expensive until they collide in the same month.
Most tools show what already happened. People need what's coming.
Build a forward-looking view that surfaces renewals, trials, and heads-ups early — without noise.
How we validated the wedge
Recurring discussion themes (subscription creep, surprise renewals, trial conversions)
Most solutions are bank-linked spend analysis; fewer focus on forward-looking renewal clarity without linking
Willingness-to-pay exists in adjacent categories; clear intent for forward-looking clarity
Design decisions we made
We optimized for decisions before charges hit — not reporting after.
Reduce anxiety by making the next 12 months predictable.
Reminders should feel calm and helpful, not stressful.
A calm view of what's coming
- See upcoming payments instantly
- Trials and renewals surfaced early
- No dashboards. No noise.
Understand the year ahead
- Month-by-month breakdown at a glance
- Year total for forward planning
- Most intense months highlighted
Scope discipline
What we didn't build — and why it matters
Privacy concerns + API complexity would delay v1
People want decisions, not data
Clarity beats completeness
How we shipped CalmSub
Subscription anxiety, without bank linking
Three core screens, no dashboard bloat
Track usage, watch where people hesitate, and only then expand scope.
What we're watching next
- Are gentle heads-ups enough to drive action without feeling naggy?
- Which templates cover 80% of subscriptions for most people?
- Where does onboarding get stuck: first subscription, first renewal date, or reminders?
Portfolio takeaway
What this proves NK Studios can do:
- Validate demand before writing code
- Make disciplined scope decisions
- Ship focused v1s quickly
- Design for clarity, not feature count