The only killer value here is the material and there's little of that on display at the moment. What appears to be there is stuff you can find for nothing on the web with a little googling ( http://allaboutcircuits.com/ http://electronicsclub.info/ for example) The parts are worth little to nothing; less than $30. You can get bagged kits from bitsbox.co.uk with everything you need for $24. I can't see the value propo…
Given the price of the parts I'd strongly consider offering the first month free, or at most for the cost of shipping. I just don't see too many people parting with $20 based on a landing page + no social proof. I could be wrong though...
They are offering 60 days money back guarantee, so isn't that pretty much equivalent to first month free?