Rocket'Theme sells its products directly to its customers through a membership system. Growth of the club is mainly organic. For each type of membership, Rocket'Theme charges a different fee. Members are differentiated by whether they are light or heavy users (e.g., regular members vs. developer mem- bers), which is visible through the pricing schedule. Marketing efforts are targeted at the online commu- nity. To attract new customers, RocketTheme uses an affiliate system and makes use of Google ads.