Navigation Plan: One tactical pricing approach startups can use to maximize sales is recurring revenue. With recurring revenue, a purchase moment becomes a revenue stream. Instead of selling each customer in each event, the startup turns customers into a revenue stream by spreading their buying over time. This is the classic idea behind a subscription model. Instead of ordering a box every time they remember they need one, people agree to a stream of purchases over time. Customers benefit by always having products they want. Th e startup benefits because it has a series of assured purchases. Recurring revenue offers more of a long-term opportunity.