Who Am I?

Independent since 2018, Walt Digital is founded by Jaelon Davis, MBA (the aurthor of this article). I've always had a passion for digital projects in Mobile & Web2.0 (as well as the emerging Web3). Walt's projects have collectively reached over 10,000,000+ downloads. The company colaborates with over 15+ seasoned full-stack contractors from all fields, from production, UA specialists, mobile development, creative design to QA, and revenue subscription optimization.

I've written this article to help other product marketers, growth leads, & marketing profesionals in consumer-based tech to grow their current marketing efforts while keeping capital efficiency at the forefront.

Head of Digital Strategy & Relations
Jaelon is Based in Houston, TX

My remote team of contractors that help me grow projects are located across the United Kingdom & South Asia.

Just to add some background on myself, I’ve been in digital marketing for about 9 years now, starting with eCom from high school to attaining a dual master's degree in Marketing & International Business from Louisiana State University Shreveport in 2021.

I often get offers out of the blue from companies wanting to work with me. Here are a few screenshots of outreach I’ve received based on my track record.

(I have blurred out the names of certain entities, people, & conglomerates due to me ultimately not working with them for varrious reasons. I want to protect their privacy as a result of that.)

As you can see, many aspiring entrepreneurs of venture-backed start-ups to senior recruiters at enterprise companies reach out to me from time to time, asking me do I have an interest in working with them. I show these messages to give not only a bit of credibility, but to foreshadow my skillset that I've honed over the years.

On rare occasions, M&A firms reach out to discuss my company getting acquired by more giant conglomerates for the Intellectual Property under my LLC! Which is insane, considering I run a small, efficient in-house shop!

To add context: I developed my Full-funnel marketing approach & built a high-functioning remote team before it was popular (& a necessity) in 2020. So I had other agency's wanting access to what I had built: systems & Intellectual property that worked.

Though all the opportunities sound great, I believe it’s always essential to follow your passion and what interests you most. Staying focused and disciplined in the verticals I know I can produce the best results like clockwork.

I started from traditional marketing campaigns (Out-of-home-advertisng: which includes wallscapes and posters seen while "outdoors") in my late adolescence & eventually moved to online digital marketing.

In the online space I've done B2C, B2B, even C2C.

I've done advertising & full-funnel strategy for some sophisticated & complex industries.

Now here are metrics from industries that I’ve been in from an online perspective in B2C.

You can see more of the results I've helped garner for more consumer-focused companies.

I’ve always emphasized contributing to the results my digital marketing & digital sales process craft can and has produced; which has driven me to reinvest heavily in my self-education.

I have spent tons of money on courses, cohort groups, and mentorships.

Some of the more notable ones I am a member of are Google’s GDG (Google’s Developer Group - Houston TX Chapter), M2 (A closed-waitlist-only digital marketing cohort where the CMOs from companies like Uber, Snowflake, & AngelList share their marketing insights from a personal purview), Salesproccess .io (A high-level growth consulting mentorship for paid members only), along with a few other high postered communities.

I was taught my paid media strategies by the founder of one of the fastest-growing paid media agencies in Long Island, NY!

Over the past few years, I’ve worked in the marketing field for many different companies, large and small, from start-ups to Fortune 500.

But my favorite has always been mobile-Commerce & SaaS with a consumer focus.

Throughout my career, I've seen a growing trend of product marketers unable to scale their products enough to reach a critical mass, growth marketers running out of “tactics” before they run out of budget, & some consumer-facing software apps just go flat.

It's a sad sight to see, but I set out to end this cycle.

After much testing, iterating, & being a true practitioner of the craft. I learned that it was not the product marketer & or growth marketers' fault for the failed experiments.

One of the main reasons apps & consumer SaaS products couldn't grow was that they didn't have the creative or engineering bandwidth to test enough with the constant changes in-app updates, software engineering, consumer behavior, localization expansion, changing macroeconomics, etc…

So many variables to solve for on shoestring budgets. And the worst problem of them all was that many of the teams I worked with and advised; solved for the solution in the wrong order unknowingly.

So I set out to find a solution that could help the product, growth, and digital marketing teams that I will be working with, but if the solution was there it more than likely had flaws or was completely out of the reach of the small to medium business (SMBs) unless it were an enterprise-level business.

And to the advantage of most Enterprise businesses, they had the unlimited budget of their investors, board of advisors, or stock market to fund any type of experimentation they needed to dominate in today's market.

Leaving the SMBs that I worked with the short end of the stick.

Out of sheer curiosity and ambition, I set out to make a path to find a solution that would help founders of consumers software mobile apps (that weren't enterprise just yet) and product marketers who would need help increasing engagement and retention of customers within their product ecosystem.

After seeing the solution work for a handful of companies, I hit a eurika moment and wanted to make sure that I perfected this method step by step.

I boiled down this process into 3 prerequisites & 3 steps for the sake of this article.

As you read through the steps, you’ll notice each step has micro steps within to make each step work in its entirety.

Everything laid out here has been field tested and shown to produce replicable results, which is not easy in business but well worth the challenge of creation.

After the method I discovered gained traction and worked better than I could have imagined, everyone started to ask for it that I would consult with!

A key reseason this method works across all of the consumer verticals I’ve tested with is because it’s mobile user obsessive. Everything is optimized, tested, & scaled for today's modern mobile user..

As attention spans dwindle and brand loyalty decreases, I’ve learned to counteract this by making the user experience the core feature of the marketing funnel journey. From unawearness, all the way to raving paying customer.

So it was only right for me to document the steps and build out a process for getting it into the hands of the market that needed it oh so much.

Since beginning this method, I've taken out what was not needed, added more essentials, and broken it down to act as a jet for growth for consumer SaaS and mCommerce.

Now all it takes is the right team of individuals to pilot the jet into the Stars of success!

How I Got Featured

See in the image from BIZ. where I placed in the top 3 entrepreneurs for our school’s colligate entrepreneurial program. The state recognized me for my first independently successful mobile-focused eCommerce business in college. This business was my first “mCommerce” business that was heavily focused on the mobile user experience.

Eventually, I exited this business and was recruited under a state-funded program called EAP (Entrepreneurial Accelerator Program). I then acted as a mentor to other aspiring entrepreneurs, founders, brick and mortar business owners, etc under EAP (Biz Magazine 2019).

I then went on to help other SMB's not only to grow their customer aquisition, but their customer loyalty.

I was forced to get good at this because most of the businesses I worked with at the time were geographically constrained.

They had to invest heavily in reactivating customers for years.

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Stumbling Upon the power of Remote Teams before it was the norm

As a side insight, one of the reasons I've been able to add to the bottom line of companies is that I focus heavily on capital efficiency.

Profitability is critical when growing a business, especially a bootstrapped one.

You'll find that this method that is geared towards companies who want to put capital gains first in their marketing and business.

This is even why I have personally focused on building my team around A-player contractors. Which have helped me build my prior mCom business as well as when I helped other clients.

Being able to lean on superstars helps put puzzle pieces into high-gear without draining budget.

A bit more background on this method and what this method has done for others.

Collectively this method has helped apps reached over 10,000,000+ downloads, driven into the high 8 figures of mCommcerce transactions/sales, & produced 9 figures in business Enterprise Value. This has been achieved by myself and the full-stack contractor-based team I’ve built to support this method.

I’d like to take the time on this page to introduce these steps to this method. In the hopes that it's not only educational but gives insights into how you, the reader, can build out your own full-fledged marketing funnel that's not only profitable, but supports growth, quickly.

Revenue-focused Customer-acquisition Doesn't Have To Be Unprofitable When You Develop A Lean Experimentation Mindset

The form of Full-funnel marketing that I built solves for Acquisition & Retention

Most app companies solve the issues of growth in the wrong order. They focus on building the best apps, but in all honesty, the focus needs to be on attaining the right new users, getting user feedback, and monetizing these new users to finance your growth. The app's focus needs to be to put the target user first, then tailor app development based on user feedback.

The worst thing a company can do is put the product before the end user.

The end-user has all of the money, time, and attention! Even if your app doesn't monetize users for your service, if you monetize users in the app from advertisements, you still have to please the end-user enough for them to use your app consistently. It's all about the end user.

This is what makes enterprise apps so addictive with their constant focus on dopamine rushes, gamification, & instant gratification; they're all user-centric.

Your UX is your playground! Test every day and test often throughout the day! Focus on benchmarks at each step of the user journey & have marketing improve these metrics.

How does marketing help UX? It helps by getting new user segments, seeing which user segments engage the most, & building more engaging initiatives to keep these users happy!

But in order to get the insights you need on engaged user sets, you have to prioritize the right tech stack to find the connections between the right audiences that have the highest Lifetime value (LTV) & Average revenue per paying user (ARPPU). The tech stack choice is up to you.

Just make sure you use the stack for the right data insights (which will be explained). Once you single out these groups, then you create special marketing campaigns & initiatives to acquire them, and these users finance your mobile app growth & longevity.

A successful strategy for reactivating Users requires a relationship-oriented approach.

Instead of targeting large-scale sales, focus on cultivating and expanding sales in the long run. It is essential to maintain consistent two-way communication for ongoing success.

However,

Before we get into the meat and potatoes of the article. Taking a step back into unit economics. Think of this as your prerequisite before you invest in growth through marketing.

This is going to “open the hood” of your business vehicle so you can truly see if you're spinning your wheels to failure or if you're driving the business forward.

Prerequisite 1:
Know your Numbers

The macro-environment has completely changed for consumer tech. Growth at all costs is no longer the first priority; now CAC, burn multiple, and profitability are king. To account for these changes, tech companies are now going back to the drawing board on GTM strategy. So as we switch our paradigm to shorten the idea of being in debt to profitability, consider this as your guide to what you need to know to reach profitability.

Think of your consumer-facing app from this point: how much am I paying for a new user (Cost of Acquisition) / how much does the business earn from 1 customer on average (Lifetime Value)

CAC / LTV = Your Economics in a nutshell.

If this number you get from the question above is above 0, you’re relatively in the positive of unit economics. But that doesn't mean the entire business is profitable (Adquantum 2022).

You can boil the business down to this formula while taking out certain metrics like

Gross Profit Margin - which dictates profitability
Funnel Conversion rate - we break this down to the conversion rate at each step in the marketing funnel. (Including Cost Per Install, Retention rate, Avg # of Sessions per user, etc)
In-App Conversions percentage - this is similar to the Website Conversion rate just centered around the mobile application. Meaning, what percentage of users are converting per 100 users in-app?
Burn rate - to which the velocity of the startup's depletion of funds due to its current negative cash flow state. this gives you an idea of the time gap of the business runway.

Once you calculate the unit economics, you will truly understand to what level your company can be scaled. Not all consumer-facing applications are mathematically viable enough to reach great levels of scale without tweaking the product and marketing funnel to sustain such a level of growth.

Even if the number you've calculated, CAC / LTV, is in the negative (below 0), you still have hope. This is why we teach focusing on targeted expansion of the most profitable user segments. This is explained later in this article, but we have to cover our basis with the prerequisites first.

Keep things simple and decide if your app is ready for such a feat of acquiring new users. This will take an ROI Analysis for you to understand the economics of your particular app & payback model.

This goes for the Small business to the 1% unicorns. Everything evolves with time; your product, team, tech, unit economics, & business acumen.

So continue to push your gross profit margins from your app to above 25% is a good benchmark to aim for.

Consumer-facing apps tend to focus on boosting revenue from a few core places:

Subscription services
In-app commerce (a form of mCommerce)
In-app advertisements

You don't have to incorporate all of these monetization strategies, but whichever one you focus on needs to be a trailblazer for your business's profit. The revenue from these monetization strategies above all improves your business unit case.

Fix this, and you’ll know if you can grow your company or if it must be stopped.

Without understanding the return on investment from users, it is difficult to optimize mobile traffic acquisition in the long run. The unit economics are determined through a combination of analytics and marketing team efforts.

Your marketing team is paramount because they are the ones tasked with driving users that meet certain metrics.

As the users' Lifetime Value may vary based on the traffic source, advertisement campaign optimization, etc.

If you don’t know where to start, check out industry benchmarks for your app vertical and aim to beat those benchmarks with the targeted full-funnel strategy that I’ll describe after the next 2 prerequisites.

Unit Economics Calculator

LTV/CAC Ratio:

The Drought: Shortening The Road To Profiting

To understand how hard the D2Conumer-facing space is, we must accept that the majority of businesses must invest (go into red) in their customer base or breakeven until they optimize the monetization strategy to be profitable. But the further you are in your consumer app journey, the closer you are to profits. It is important to take a realistic view.

With very few exceptions, consumer-facing applications don’t yield immediate profits.

Generally, user acquisition is expected to pay off within a 6 to 8 month period.

In light of the fact that only 10% of subscribers remain on any subscription, it is essential to employ paid user acquisition strategies to ensure that the project remains viable and is able to generate a reliable profit stream. It is important to continually attract new users to the subscription in order to sustain the project.

Over time, I've learned to shorten the profitability curve below; Aka "Shortening the Drought."

Keep in mind, the profitability & growth curve varies based on the market conditions & each business's unit economics.

Prerequisite 2:
Understanding that Marketing accelerates Network Effects

Not all consumer-facing apps are geared toward network effects.

But it's always good to have a sound understanding of how network effects influence the use of product lead applications. If your app has surpassed the cold start problem (Chen 2021), you are one of the few companies lucky enough to find a product market fit.

"Solving the Cold Start Problem requires getting all the right users and content on the same network at the same time—which is difficult to execute in a launch." ~ Andrew Chen - The Cold Start Problem

Product-Market Fit is a constantly moving target.

It changes every nearly year, and this is where full-funnel marketing dynamically adjusts your product messaging to incorporate User feedback into your product design.

Keep in mind this article will delve into only a little of the product side of things.

But it's important to know that product, marketing, & network effects work hand and hand together.

I'll describe what metrics to look out for once we reach Step 2.

Network effects act in a way that drives marketing costs to 0 because others are referring their network to your app; Virality. Thus each new User makes the network stronger with each Users contribution.

Finding your most profitable user segments contributes to stronger network effects in most cases because these users find the most value in your product.

Users that pay aren't just voting with their attention but with their dollars, which drives a self-financing product.

In many cases these Users are considered: Superusers

"Superusers are the flywheel for many Membership Economy companies. They are responsible for causing a viral network effect, content creation, and peer support and sharing. Also, by carefully cultivating superusers, an enterprise can make itself more valuable." - Robbie Baxter - The Membership Economy 2015

We must accept that endless users don't necessarily help the bottom line because it takes even more capital to activate users who aren't the right fit for your product.

With fewer paying users & lack of company funding, you'll find yourself in a bind without taking on more debt or waiting for investors that may never come. This doesn't mean you can't scale acquisition, but you must be more strategic in the orchestration of full-funnel activation & conversions to improve revenues.

Put the User first. Instead of Product-market fit, think:

Market-Product Fit

Prerequisite 3:
It Takes Capital To Get Off The Ground

Prior to building a comprehensive full funnel launch, ensure that your company has sufficient funds for scaling and running user acquisition tests. An approximate budget of $35k for tests and around 6 figures for global scaling is recommended.

And these estimates will change if you’re doing a hard launch vs a soft launch. Including the metrics you want to optimze for.

Now, here's a guide on how we approach app growth, attribution, & testing once you have solid Unit economics, an Understanding of Network effects, & the Budget needed to grow.

DeCoding Your Road Map to Growth

Step 1:
Tackling App Growth's Hardest Challenges: Geo-expansion, Promotion, & Monetization Strategy

Common pitfalls of the Old Inefficient Way to growing apps... ⚠️

Common Problems:

Problem: Ad Campaigns Stuck with dwindling Downloads

Ad campaigns rarely perform immediately starting from a high budget. Rome wasn’t built in a day, it takes time to progress. You must have a strong understanding of why your downloads have stagnated. For starters, if you’ve collected enough organic user feedback from ASO & user reviews, you’ll have a directional understanding of how you should position your app while running paid promotions.

Problem: No Sustainable Financial Model

As stated before, your product & monetization strategy must change as you test new markets. Market-Product-fit changes with time. Product type matters. Each product, they are different and it depends on the payback model. From a product standpoint, it's important to make sure that key product metrics are stable. And this is not possible if you don't understand the macroeconomics of your product.

Problem: Struggling to Stabilize Ad spend via Mobile traffic

What “stable” means is determined individually for each case. Without taking seasonality into account, the metrics can vary quite a lot from day to day. But the more paid traffic is run on a particular GEO, the more stable those key metrics will be on average.

A New & Improved Solution to Approach App Growth💡

Solutions to implement:

Solution: Fixing & Scaling Locally, Then Globally

Constantly check the dynamics of key metrics. It is crucial to catch the moment when traffic becomes unreasonably expensive or CR falls throughout the entire product funnel. This must be mastered on a small scale before you can expand.

Solution: Monetization & Financial modeling Innovation based on market feedback

The repsonses from your ads will give you a good idea of what the market prefers from a subscription service. Your CSS model will change over time but feedback from product & marketing makes this easier. Once you keep track of the most important metrics, your growth is 10 times easier. These are the metrics we track and are the keys to influencing profitability and creating a positive or negative payback period. CPM, CTR, IR, CPI, CPA, ROAS, ARPU, and CR just to name a few.

Solution: Controlled growth, Controlled expansion (Investing in Conversions)

Set conversion goals and measure conversions. All the key metrics you need to optimize your campaigns. Mobile app campaigns work on a balance baem more than any other product that's advertised online due to the constant changes in user behavior.

DeCoding Profitability & Growth in Sync

By far, the hardest challenge you face as a new consumer SaaS company will be acquiring new users through promotion and being able to keep up with the pace of shipping a new version of your app based on new users' feedback.

This is definitely a balance beam.

You will need your team to be well-versed in scaling at the right pace because the net new users can drain software engineering resources quickly. Whether your app is a paid app or a free-to-use app getting past the initial download is the key to being able to grow your app fast & stay above breakeven.

In UA promotion, there are 2 main approaches: to reduce the cost of acquiring users or to look for users with higher LTV (Adquantum 2022).

This is why having the marketing insights to see where the best users are coming from & what key metrics need to be made to stay profitable post-promotional launch is very necessary. The business unit economics of a mobile app are highly dependent on the initial batch of users your app can attain.

Profitability and growth normally don't grow on the same curve when scale is increased. So it is better to conduct controlled scaling. That way you can use your profits to reinvest into creating a better app.

Once the app gets great feedback from the initial number of users in its ecosystem, slight scaling can be introduced. Scaling an app comes from expanding into more markets which makes things more complex because your development team has to understand the localization needed for mobile apps.

For example, expanding from an English-speaking country to a Portuguese-speaking country will take local knowledge of how these users respond, think, & behave in your app's ecosystem.

Key Insight to profitable promotion: When we put profitability over growth. We focus on targeted expansion. That means we build upon high efficiency (high retention and high cash/spending user segments Super Users). Cut unnecessary spending on channels with below KPI numbers and put your focus on channels that have proven to be successful over time. It's always to ensure your capital never dips below 12 months of runway. This ensures that you can endure the “winters” of business.

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Step 1 FAQ:

(1) Can my team expand into a different country?

You must be able to support the cultural needs of each new GEO your product expands into. Especially a diverse geography that requires a foreign language. Not every GEO behaves the same. You have Teir 1, 2, & 3 GEOs. GEOs categorize countries in the following:

Tier 1 countries are characterized by high levels of wealth and competitiveness;
Tier 2 countries are characterized by lower competitiveness and average income;
Tier 3 countries are characterized by lower purchasing power and are in developing stages.

Growth Hack: Test campaigns in lower Tiered GEOs that are the most similar to your goal GEO to save on costs.

For example- if your product is based in the US but you're app is a global app. Run tests in Teir 2 countries (Example: New Zealand) that cost less per User to save marketing dollars & get a read on what could work in the US!

(2) How fast can your developers ship a new product with the increase in user acquisition?

A change in product requires rapid updates that can cause engineering strain. You must be prepared for this strain at all levels, especially at the user/customer-facing level.

(3) I’m a non-technical founder/app marketer/non-developer background. I don’t know code, help!

Thanks to modern technology you don't necessarily need to know code if you’re not the developer, but you do need to understand inputs and outputs. When Users interact with your app: inputs, they expect a certain, output: outcome to be produced.

When working with your development team, always keep in mind that the front-facing User experience of inputs and outputs will determine the rate of consistency Users activate your app. And the behaviors taken towards how interacting with your app. As a quick solution, consider using low-code platforms to build your app on or when shipping updates.

When you introduce low-code solutions, this combats the creep of engineering strain, and speed to market needed to ship updates consistently.

UX drives usability. If the user experience is filled with bugs, buffering times, and is slow-to-value then this will be your biggest problem that needs tackling first. For your app build, your can: Design custom integrations either through a complex programming language, or leverage a low-code platform with pre-built connections to 3rd party integrations (DiCesare 2022).

Lots of Consumer facing apps that offer memberships serives to their user base outsource their IT and operations to be able to concentrate on giving their members the best experience possible.

It's also important to make sure your Product Marketers have the tools and resources to help members/users achieve their goals.

(4) Do you know the ideal burn multiple for your industry?

To reiterate, burn rate is “the velocity of the startup's depletion of funds due to its current negative cash flow state.” Calculating the burn multiple will be critical to survival but take this equation into consideration from the former COO of PayPal.

Burn Multiple = Net Burn / Net New ARR

“This formula helps calculate the rate your company is burning cash in order to generate each incremental dollar of Annual recurring revenue. A burn multiple under 2x is highly encouraged. In contrast, a burn rate above 2x is very concerning. In today's environment, we as marketers and entrepreneurs, need to keep capital efficiency as a company-wide priority (Sacks 2020).”

(5) Do you understand the difference between Good revenue and bad revenue?

This simply means just because a channel may have paying users, does not mean that the users' Cost fits your business model. If the User's acquisition costs, are too expensive even if they're paying users, your model will break because: as you spend more on a channel & increase saturation: rising costs are inevitable.

Targeted expansion truly means, targeting users that fit or are below a certain numerical threshold cost-wise and focusing heavily on acquiring them & engaging them throughout the funnel.

Not all business models work at certain paid traffic level; this is why promotional strategy and targeting are key in today's micro-marketing level.

If your team can answer these questions, or even if they can't, there's nothing wrong with seeking outside help from a partner who has done it before. It can only enhance your results and shortcut your desired outcomes.

You might look into finding a part-time senior mobile developer, app marketer, or even a translator that knows a pretty good amount of code and has local knowledge. Google translate won't work for this scale of operation; you need a skilled translator who knows the language & culture.

DeCoding AARRR

Step 2:
Tying Privacy, Tracking, & MAU Reactivation into Your Full Funnel Strategy

Does your team struggle to track what you can't see..? ⚠️

Common Problems include:

Problem: Not Properly Tracking Data

Analyzing data poorly is losing you money. It is easy to get fooled by your own marketing campaign data. Any marketing metrics are just numbers; they do not make much sense without interpretation.

To avoid common mistakes in working with data, you need to know the right approach to data analytics.

Analyzing data poorly is losing you money. It is easy to get fooled by your own marketing campaign data. Any marketing metrics are just numbers, they do not make much sense without interpretation.

To avoid common mistakes in working with data, you need to know the right approach to data analytics

Problem: Not knowing where the highest-value Users enter your funnel

Not knowing where the highest-value Users enter your app from Marketing analytics starts with quality, relevant data.

A lot depends on the completeness and reliability of the collected information: KPIs in reports, decisions on where further to direct the campaign, and how much money the project will ultimately earn.

Poor data handling is the first reason for losing time and money — remember, targetted expansion takes into consideration who we're bringing into the funnel. Not all user groups are created equal.

Problem: Low retention, Low quality eCPI, High churn

Your users will come from multiple advertising channels.

If you cannot track the how, who, when, and why of their journey to your app, you cannot know which of your networks are delivering users, the relative value of those users, or how much of your marketing budget is going directly towards fake clicks and fake installs.

This is where the use of design thinking and user Journeys come heavily into play.

You need to have a full-funnel approach that builds upon Awearness all the way to the User becoming a paying customer & referring more Users💡

Solution to Implement:

Solution: Business Intel: Attribution set around AARRR Framework

Finding the bottlenecks will be your “3rd eye” in business. Advanced data attribution tech helps you track anything you would want to know about your app marketing efforts.

AARRR framework works best with app businesses because it accounts for the entirety of the funnel: Acquisition, Activation, Retention, Referral, and Revenue.

The key is in knowing how to interpret data in each funnel step without falling for uncommon & common pitfalls.

The top 3 pitfalls are: Seasonality, Context, & Relevance. So having a mobile measurement partner (MMP) is not enough if you don't know how to analyze the data properly.

Solution: Keeping a Birds-eye view of the highest value Users and their entry points (Acquisition level)

Once you have the right set of eagle eyes to view your data this is key to seeing around corners - a single, streamlined dashboard you can utilize for in-depth analysis without having to collate or wrangle data from any of your partners.

An elite partner will also give you the power of verified purchases and fraud protection, to make sure your data stays clean and reliable.

A Mobile Measurement Partner (MMP), software development kit SDK (SDK), mixed with a good analytics platform can help solve this. Some very popular MMPs include AppsFlyer, Adjust, & Firebase by Google.

Solution: Consider more than Attribution, but bring in marketing Contribution per channel.

Remember, that before starting the analysis, it is better to figure out what data you are going to be dealing with.

As well as what traffic sources and campaign optimizations are to be used. It is not always relevant to compare different traffic sources, since users have different content consumption patterns within each one.

Comparing initially disparate metrics or choosing the wrong key metrics can be misleading or simply useless.

Harmonizing Product Metrics & Marketing Metrics

It's safe to say that user privacy is a hot topic in the app world. This correlates directly to your marketing performance. Profitability & Growth usually operate on the inverse, meaning one goes down as one goes up. You need to catch this as you grow your marketing efforts.

You cannot measure what you cannot manage.

This is one of the most difficult and continual problems that mobile app companies face in today's current digital landscape. Being able to track exactly where your most profitable users are coming from as well as being able to keep these users engaged throughout the customer lifecycle.

You must be able to understand how to keep users coming back to your app even when they are not currently using your services.

Having the AARRR framework will help your team understand your ideal user needs, journey entry points, and create successful User stories.

Most agencies don't have the focus or bandwidth to be able to make your app succeed beyond acquiring new users. So this makes it imperative for your marketing team to prioritize this. The effect of not having an efficient AARRR program combined with not viewing data from the proper lens is a recipe for disaster.

Key insight to remember: Invest in capturing conversions, not just demand creation. As marketers, we pay for every impression, click, engagement, reaction, download, user, etc.. So we shouldn't let that money go to waste! When you look at your backend key metrics, don't only look at acquisition conversion, you need to refine everything all the way to reactivation times. Again, again, and again.

In D2C marketing, keeping users engaged is going to be your lifeline to staying above breakeven, profitability, & (the worst of the worst) burning cash. Demand will keep you Top of mind, but conversion will keep you profitable.

Conversions underpin your monetization strategy.

With the right monetization strategy, your app can thrive and grow to the top of its ranks in the App Store. Apps like Instagram, WhatsApp, Uber Eats, Temple Run, and many more apps just like this have mastered the skill set of growing a loyal user base that continues to come back to their app after the initial acquisition of the user.

Growth at all costs is no longer an option in today's digital landscape, and companies must be more frugal and efficient with their Investments. This is why focusing on creating apps that are more profitable, thus self-financing their own growth, is so critical.

The customer-company relationship is based on the level of value the company can deliver to the User at a fair price - Price never exceeding value!

To keep our customers happy and coming back, always look for innovative ways to improve the user experience and give them more value.

Innovation is an exciting journey that never ends! Always strive for the best for the end user, to ensure your app is never taken for granted.

Step 2 FAQ:

(1) Do you know we understand the customer enough to have the right monetization strategy?

This is where product needs to have someone at the product & transaction level working to understand what the target customer truly values, how they perceive value, & ultimately what they're willing to pay in exchange. Monetization is set at the customer perception level, not the “business level.”

(2) What is a SDK? What is an MMP? Why do I need this?

Essentially, MMP enables app marketers to gain valuable insights into mobile campaigns, such as app installs, clicks, engagement, and revenue, which allows for more informed budgeting decisions. A Software development kit will help you track user activity within your app marketing. It is necessary to incorporate a Software Development Kit (SDK) into your application. An SDK is a code designed to gather measurement and attribution information. The SDK enables accurate tracking of app installs and post-install events to their respective user acquisition source and marketing campaign, thereby providing powerful insights such as the effectiveness of advertised content and the source of user engagement (AppRadar 2022). You need both of these components to work in sync to make data-driven decision-making

(3) Which initiative should you cut & which should you scale?

There is no one size fits all because attribution is tied to the entire funnel. But as a rule of thumb, marketing initiatives can go into these 3 buckets if they haven't proved profitability: (1) Unprofitable, (2) Breakeven or slightly above, & (3) Profitability can't be proven (Hillhouse 2022).

Cut all initiatives that aren't profitable after you've invested more than the program is worth (This is dependent on your payback period).
If the program is slightly above Breakeven or at breakeven, it's best to cut it because when you put more money behind the initiative (scaling), the CAC number will break and you’ll be unprofitable.
If the profitability can’t be proven, ask yourself “Where is this marketing initiative in the funnel?” Is it Top of Funnel, aka requiring a multi-touch approach? If so something such as Brand marketing helps reduce overall CAC. Attribution will only tell you this to an extent because the online user journey is so complex. But take this forward in the Contribution model, your team needs to prove further channel validity.

(4) Which of your product metrics link to profitability?

This is very important in attribution, marketing contribution, and staying profitable. Ultimately, what's going to matter most Beyond advertising and Analytics is going to be Gross Profit Margin per user segment and Customer Lifetime Value. Both of these metrics are your sword & shield to rising CACs across channels. When working with products that have a long LTV, short-term metrics like ROAS, CTR, Installs, & Registered Users don't matter.

Profitability is the north star; not burning cash is the goal. So be wary of metrics that have short-term positives, but long-term negatives. Gross Profit Magin per User segment is hard to measure unless you have everything set up in Google Analytics and your Mobile measurement partner. As a rule of thumb, you can follow this formula:

Gross Profit Margin = (Average Order Value per User - Variable Costs) / Average Order Value per User

(5) What if my consumer product isn't expensive (>$15 per month)? Do I need to heavily incentivize prospective Users into my funnel to purchase my product?

If Users purchase products/services from your brand on a regular basis, at an affordable cost, your brand doesn’t necessarily have to recoup acquisition expenses from the User’s first transaction (Rahmey 2022). In other words, breaking even on acquisition isn't a priority because you already have your average CAC payback period within 2-3 days of the first download. You can quickly regain your initial acquisition expenses.

If customers buy frequently enough, and at a low price point, the company doesn’t necessarily need to break even on first orders; it can rapidly earn back initial acquisition costs.

(6) Can you go more in-depth into the AARRR framework?

From a full-funnel perspective, There is a framework that is very common in the app & product space called AARRR. These metrics should be considered when thinking about your product metrics. This chart from (ProductPlan 2022) gives an example of User Actions/Events that can be example metrics to be used:

Initial Revenue is made at the activation level. Use the metric Average Revenue Per User (ARPU) to get an understanding of how much revenue you're earning from all users. The average revenue per user (ARPU) varies based on geographical area, application vertical, and monetization strategy.

But don't get this confused with “Average Revenue Per Paying User - ARPPU specifically measures the revenues created by paying users and players, Whereas ARPU looks at the average revenue of an app across all installs (Mobvista 2022).”

There are always opportunities to create immediate value and incentivize good behavior at each funnel step, leading to future success. It's a great way to keep Users moving in the right direction. Think of this as a bottoms-up approach to getting User feedback & making User onboarding more rewarding based on what keeps Users the most engaged.

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DeCoding Testing & Promotion

Step 3:
This is what Really Separates Apps that Grow (Fast) & Apps that don't: Aggressive Testing & User Engagement

Do you test enough? Are you trying to scale testing without a cadence..? ⚠️

Common Problems Include:

Problem: Putting to much budget behind your marketing.

Much creativity these days is disposable. Its effect wilts away quickly. For ads to be allowed to thrive, concepts need to be centered around core strategic positioning.

Meaning volume is key to you finding the right mix of messaging, market, resonance. The Top of Funnel should always be testing some new angel. If possible, on a weekly basis.

Problem: Testing basic ad formats across all verticals, no differentiation

You need to know your campaign’s purpose and design for it. Are you looking for brand recognition or immediate performance? Not all channels communicate brand in the same way.

Are you looking at Top of Funnel, Middle of Funnel, or Bottom of Funnel metrics? All of these have their place in the mutli-touch attribution landscape.

So make your creative’s message memorable by telling the same story in new ways that make your audience feel.

For immediate responses, your ads need to be rational and promote your key benefits. Among some of the mini testing Frameworks.

Problem: Low velocity testing

Fast experimentation and testing is the key to fueling your apps acquisition and Revenue growth. Explore the motivations to buy your product. It should lead to an influx of ideas that are needed to grow your User acquisition.

Speed or lack there of in business can make or break your company.

You have to turn your UAC managers & Product Leads into sheer scientists. This is SO critical💡

Solutions to Implement:

Solution: Prioritize for the funding of experimentation, but in small increments.

Consider testing campaigns & creatives on ads spend about $50-$100/per day. You can start small & grow based on initial key performance indicators and budgets.

You should only invest heavily once unit economics can be turned into a "repeatable unit" in similar-tiered GEOs. Always calculate the macroeconomics of your product regarding your marketing capabilities.

Solution: Tune your creatives for users that use the vertical.

To marketers, creativity matters. Almost more than anything else we can control in our advertising. More than the media we buy, and more than the targeting we employ.

Creativity magnifies the impact of your marketing budget by 11x. But you cant market to a Reddit user the same way you do a Instagram user. They both use the platform for different reasons and have different levels of Market sophistication.

Solution: Create a Creative Testing Pipeline & obsess over staying disciplined in being proactive on your new Testing Operating rhythm.

We now live in a world where 2D & 3D video ads, User Generated Content, Static & video ad creatives can do wonders.

This is why having a pipeline for creative production is a serious benefit towards growth.

When creating ads on Social platforms, think: Fun, Attention-grabbing, Shareable, Story telling including Influencers (if possible) & mostly centered on your service’s value position (brand).

Creative Testing is an extreme Sport, Art, AND Science

And who wants to learn a new science on their own? Let alone implementing a new method when money is on the line! This is why we always suggest working with a professional when you're looking to expand your creative capacity.

Creative testing not only goes for advertising, but it also goes for the ad icon, app store images, creative storytelling on the app store listing, & much more.

The key to profitable growth is to have experts who can identify profitable connections consisting of audiences built on the highest-paying users & creatives. There's a balance beam of keeping paying users engaged while focusing marketing on acquiring similar paying user segments.

Effective creative testing can literally build skyrocket a business. Think of the advertisement that launched Dollar Shave Club into a billion dollar Enterprise, Dos Equis' "Most Interesting Man in the World", Pokemon Go ad campaigning to become the hottest trend of 2016 or the ALSA (The Ice Bucket Challenge)(Which was actually a SUPER successful fundraising campaign)(Prater 2022). You can even think about ads that have stuck with you from your childhood to this day, an example may be an ad from Coca-Cola.

However, the reason behind coming up with a new angle on a consistent Cadence is that we want to reach a state of virality. This not only builds brand, but it decreases the advertising CPM to nearly zero.

What happens when the CPM is zero? Free marketing! This means your ad was SO effective that people are engaging with it and most importantly sharing it. This is your new competitive moat in today's digital landscape; creativity & data driven-decision making.

Ad creative can describe your product in a matter of seconds. Creative & story differentiation is the bar-none way to get your app into the hands of millions.

Think about it, what made you download the apps on your phone other than them just being "useful"? in most cases (in today's competitive digital landscape where attention spans are less than 2-5 secs long).

As generations of mobile users use technology that grabs attention instantly and pushes a dopamine response almost instantly after seeing an ad, you have to be able to compete with this type of creative launch velocity.

If you don't have a way of experimenting with what works and what doesn't at scale, then you risk your marketing program going to waste. Prioritizing testing & experimentation will contribute to a more efficient growth yield.

Step 3 FAQ:

(1) What is the ideal advertising spend to use for creatives?

This is highly dependent on your risk tolerance and budget but a great way to look at it is: When testing a new creative or angle, have a campaign that is specifically dedicated to cycleing creatives.

Each creative needs to receive a minimum of 700-1500 impressions to receive decent market feedback. The market will decide which creative will achieve lower CPMs & high engagement.

(2) I’m running out of Marketing angles. What do I do?

Take this into consideration, car dealerships come up with a new marketing angle every month but they are essentially selling the same thing, vehicles. One month it may be no credit check, the next month it may be we accept bad credit, the next month and may be no money down, and this approach to getting new customers into the dealership works. It's worked for years.

A better example would be Netflix. Netflix has essentially offered the same offer since its beginning, 24/7 on-demand entertainment streaming (Video streaming services). Though they have increased the value of the offer over time (By increasing their catalog), the offer has still stayed majorly the same.

Their offer may go from a reduced price for the first 3 months to a free trial. However, by keeping a repository of advertisements and campaigns that pique your interest throughout your casual time can help immensely.

(3) Okay, I see increasing Retention is more important than acquiring more Users. But how do I fix churn for my app if the majority churn?

This is a valid question, and I'd like to bring a supporting argument. Users churn for many reasons, and this is why we stick with expanding and innovating for the Superusers of your app (the ones that pay).

They've built the most significant "bond" with your app if they've subscribed in some way.

Study them.

Disover your "Retention Point" in your prodcut & incorperate that in your marketing initives.

The retention point explained: When do your new members become so into it that they can't stop coming back? It's the same for your Lifers - when they get to the point of being totally hooked, that's your Retention Point! (Skrob 2018)

The rention point is when you get the target User segment, emotioanlly invested. Emotions trump logic for the majority of conumer purchases.

Successful consumer subscriptions hinge on creating a bond with members, getting them invested, and making them excited to stay with them forever.

(4) I need help with my funnel!

Most companies do! But for starters, follow the AARRR framework and build-out User Journeys for each stage. Consider your Brand's position and the story that needs to be told at each stage to keep pushing users down each step of the funnel.

You can pull all of the information needed to put at each stage from a Content planning Matrix & Highest Gross Profit Margin User Avatar. Here’s an example content planning Matrix to help you plan out how you move users down the journey.

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In Summary

Linking promotion & monetization strategy with solid tracking, user activation, & aggressive testing is what's needed to reaching $1 Million MRR and Beyond with Consumer SaaS apps in 5 Months or Less. Once you have all of these in sync your app will be geared for self-sustaining growth!

Always remember that these steps need to be executed in the correct order to be most effective.

We've based our research & insights to help those that we work with discover how digital marketing efficiency & targeted expansion can accelerate their consumer subscription service mobile app grow.

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Ways to achieve profitable growth that you can use today

Now there are a few ways to achieving profitable growth that I’ve described using the method in this article. Keep in mind that these alternatives may use a different methodology than what we use at Walt. Nonetheless, they are alternatives for you to consider for your business (or development studio).

A Generalist Agency

Generalist advertising agencies will take on any and every client regardless of the client's special needs. They tend to have a track record of burning clients. It's an unfortunate reality but mobile app businesses in development Studios need specialized help. As mobile apps require different expertise than traditional D2C internet marketing.

Don't specialize in mobile app marketing

Won't prioritize your business

Doesn't understand mobile app traffic

Results are usually pretty mediocre at best

They aren't a true growth partner. And will charge a fee for literally everything.

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CPI/CPA Affiliate Network

$$$

A CPA affiliate network is a marketplace that hosts offers to promote different kinds of apps – games, utilities, music apps, dating ones, and more. They may be a good option for your app if you need more of a hands-off approach. But these networks usually only prioritize the top 10% of apps leaving the rest of the 90% to fend for themselves.

Acquire Inactive users

Fraud traffic

The network is a Broker middleman taking a cut & can be expensive (esp when scaling)

CPA network might not accept or prioritize your offer

Your Payout must always be in competition with other App offers

Shady promotional methods

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Going at it on your own

Free

You can always go at it on your own. But just keep in mind that the digital landscape is ever-changing, it changes almost every quarter due to the constant advancements in technology. Nonetheless, if you are confident enough in your mobile marketing skills and are ready to deal with the ups and downs then this may be a viable route.

The hassle of Hiring & onboarding experienced employees

You may not have a good understanding of what you're doing

Your team can only scale so much until you reach a hiring cap.

If you have outside funding, you are expected to achieve extraordinary results in a limited time frame

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As you can see, you have many options to pick from. The main drawback of a generalist agency is that they don't prioritize you as a partner. Generalist agencies usually don't have the resources & technology needed to support consumer-facing application businesses or businesses with a subscription service. They tend to not focus on any specific type of business and work with everyone from retail brick & mortar to traditional B2B. So your results may suffer due to their lack of focus in companies that need constant user activation.

But even if you were to work with a mobile app agency, predominantly, they tend only do marketing and charge pretty bodacious monthly fees, so you aren't profitable in the first 4-15 months of the investment because the majority choose to only help with marketing and not much else. What if you need help with product maintenance, UX updates, & User engagement campaigning?

Historically, mobile app agencies do not help with the actual shipping of updates to the product, then what? You'd eventually reach a point of constarints trying to source a quality software engineer that can help build your app with the increased user acquisition. The key to your mobile app businesses' growth is not acquisition, it's getting more users to activate and pay (increasing LTV) & having the engineering resources to support the new influx of demand. App businesses need help with product, monetization, web dev, & so much more. And most agencies just don't offer such at solution set at cost-effective level for SMBs.

The main drawback of a CPA affiliate network is that they are expensive and are geared for apps that have a full-fledged development team, web developers, head of product, head of growth, CMO, etc in place for product development & scale (you can see how expensive this is internally & externally of your business). If you don't have the resources to be able to fuel your product growth and revenue monetization model then a CPA Network wouldn't be the best route for you.

If you have a team of your own, that is awesome! But there's nothing wrong with having an extra hand in your growth. It's also very expensive to fund your in-house tech (Mobile Measurement Partners like AppsFlyer). The pace of mobile tech changes so fast, so you should always be abreast of these changes. Remember growth marketing innovation comes from learning different ideas and testing new hypotheses and initiatives; daily, weekly, monthly... You really don't know the level of growth that you can reach until you're able to scale your testing from the level of acquisition all the way down the customer loyalty journey.

However, you can also work with my team at Walt Digital and achieve profitability in a matter of months without the headache of hiring, sourcing talent, finding solutions to complex platform, monetization strategy & engineering problems, burning cash nightmares, & most importantly: we build out cooperation models that work and scale with your company. There’s no one-deal-fits all with us.

Again, we work best with Consumer Subscription Service Apps whose app is in Alpha or a later stage that have a Customer-Facing Mobile App & want to shortcut growth to $100k-1M+ a month in revenue without the traditional risk of employees & overhead

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Case Study: How my team increased Product usage by Replicating the Netflix-Subscription Model

In the screenshot display, see the metrics that my team & worked on for a subscription model in the mCommerce space. By leveraging Netflix's subscription model, we can create a loyal customer base and boost retention, so we could then reduce advertising costs. When you focus not only on acquisition but activating profitable users and creating ads that go viral: it reduces the need to advertise. With this, we can secure long-term success & reduce ad costs.

Business Impact Below:

The Problem

Volatile Ad Costs
Failing Funnel

The Results

Reduced Ad Costs & Increased User Subscriptions

Subscriber Lift

20%^

Time With Client

9 Months

Enterprise Value Lift

The companies valuation peaked above 9 figures

Our Approach & Strategy

I show advertisng cost metrics in this image becasue "vanity income metrics" like ROAS, conversions, & custom conversions can be manipulated (Espcially for digital services). But what you paid to an advertsing platform can't be altered. Hence, the $36 Million dollars that was paid to Google for advertisng on their platfom is displayed.

In this case study where we stabilized an ad account from coming off of a multi-million dollar spend. This ad account we co-managed and audited spent a total of $36 million on online advertising. This ad account alone produced nearly 9 figures of increased business enterprise valuation due to the high influx of new users added to their business through viral ads.

I was tasked with improving their online performance from the previous year & decreasing acquisition costs.

I helped this business develop a better Full funnel that guaranteed increased conversions, decreased Install-to-Subscriber rate, & decreased future churn rate by way of leveraging User feedback to improve marketing messaging.

The subscription idea was based on how Netflix marketed its service; Keeping consumers hooked for the next episode to launch.

Except for this company, its product was in the Lifestyle industry surrounding a niche interest. So we launched new personalized onboarding experiences, incentives to subscribe, & loyalty programs for the super purchasers (Users that were the most active on social with the brand and had the longest LTV).

All of these efforts targetted at the right User segemnts increased the chances of our ads going viral. This help the company readuce advertisng costs in the long run becasue our ads were getting so many organic shares. This is why the image shows the ad costs decreasing with time.

Ad costs decreased while subscriber growth, reach, & profitability all increased.

What can be learned from this case study is that the Full funnel approach is a constant work of innovation based on User feedback. To decrease costs, you must constantly work on your funnel and find pockets of opportunity to increase positive user behavior.

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The only solution set tailored to your specific needs & Desired Outcome

Walt's in a category of 1. There's no other solution that competes with what we do.

Tailored work models to align our work with your goals and objectives

Getting and retaining users is not luck, it's a science. We show you how to skyrocket your app growth through a unique combination of proven app marketing strategies.

Revenue-share models of cooperation

We offer 4 working models to collaborate with our client partners that are all performance based.

Testing new traffic sources

Social media ads, Apple/Google Search ads, Ad networks, etc. If you can get your user acquisition costs lower than your revenue per user, you can scale your marketing efforts..

You can forget about not hitting your revenue targets and explaining your failures to team.

Decrease your churn rate. We'll aim to increase your day 6 retention rates. It's not only about how fast you grow, but your effectiveness in increasing activation.

Clear and efficient communication at all stages

The most fundamental idea we offer as a consultancy is clear communication. Whether things go left or right, we will stay true to our virtues of transparency & be accountable to our client partners.

You'll feel empowered, assured, & taken care of because you’ll know you have an experienced team of marketers, developers, & revenue strategists at your disposal at a fraction of the cost

Increase Revenue Per User

Most App Companies fail to make money not because they can't, but because they don't know how. We've shown product developers & engineers how improving the revenue model & fast turn-around times can make or break an app.

Performance & Risk free post test period

We offer a risk-free test period so that you can get an idea of our services, capability, and team.

Capacity to produce up to 300 new static & videos ads per project each week

We make scaling creatives a science and art. We also make it fun because it's our job!

You can finally get rid of wholes in your marketing funnel & replace them without worry of executional failure.

We know internet marketing. From our battle tested strategies we're confident in knowing what works.

Our consultancy was built by online digital project owners for digital project owners

If needed, we'll go through what to change in terms of pricing strategy. Should you run ads? Should you do subscriptions? Should you partner with brands or do physical products? From our battle tested strategies we're confident in knowing what works.

A/B testing is the way to go. Small changes in apps can be the difference between a 5-figure app and an 8-figure one. We can provide UI/Code bases that you can plug and play as welll.

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How can Performance-Based Marketing help you achieve growth, profitably? We follow these steps below that we've battle-tested with millions in ad spend.

Your App Business: From Dream, to Delivery, to Monetization, to Scale

Before, when you wanted to grow your consumer facing application, you would have to struggle to find the right A-team (product marketers, revenue optimization specialists, senior mobile app developers, & Consumer SaaS advisors), acquire a bunch of unprofitable users, financing growth the old way, & suffer from dwindling user numbers.

Let alone paying users.

And it's even worse if your venture funded because you’d have to go on a 5+ year pilgrimage just to build out your team (that may or may not stay). That doesn't even include finding more investors if thats the route you're choosing to go.

But now, you can leverage our experienced team & access our relationships to build the consumer subscription service app that you imagine without burning through the hard-earned capital you’ve secured or are currently earning from your business.

Because we put activating and satisfying the most profitable users first.

Full Funnel Marketing = More $$$ from Your App

When it comes to growing a user base, you can't just follow your gut. It’s essential to plan your full funnel campaign scaling, strategically. At times, even data from one platform isn’t enough for making a concrete decision and you need to collect as much data as possible.

Thus, scaling is never easy, but when you have a fleshed-out strategy & implementation, it is much more efficient. We will help you to discover, analyze, plan and scale your business around the most profitable users.

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Walt's Service Offerings:

Now if you wanted to get your User base & profit margins off the ground in 5 months or less before, while using any of any of the alternatives mentioned, it would cost you approximately $35k/ monthly minimum due to the sheer amount of resources, technology, & team needed.

We are only a fraction of the cost because we tailor our working models to fit your business goals & objectives. This is why we love to sit down with you & learn more about your current challenges & opportunities to see where we can provide the best solutions.

Here’s what you get:

Tailored work models to align our work with your goals and objectives. This will allow you to

We offer 4 different working models (modes of payment) & 3 service packages (what we deliver to our clients). This gives you the flexibility to pick the cooperation model that best suits your business circumstances.

Working Models Below

Revenue Share

💸

Shared Performance Payout

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Projected LTV Revenue Share

🍾

Unlock your app's potential

schedule an audit

Commission on Ad Spend

📈

Growth at your own pace

schedule an audit

CPA Hybrid

🚀

CPA + Soft / Hard KPI

schedule an audit

Service Packages Below

Once you've selected a working model of cooperation. Next, we'll help you select a service package that best suites your business needs.

Zero to One Package

Sweat Equity Partnership

Performance Comp

Are you looking to help your startup grow its user base and provide awesome customer experiences, all with zero budget? Start here.

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Enjoy all these features

Risk free test period

iOS/Android App Testing

User Acquisition Consulting

Competitor Analysis

30, 60, 90, 120 Day Action Step Plans

Monetization Strategy Consulting

Tailored work models to align our work with your goals and objectives

Analytics

A/B Testing

Lead Notifications

Total Value: $25k+

Growth Package

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Total Value: $40k+

Accelerator Business Package

Custom Pricing

For the most aggressive growth & support

Does your company have a broad range of marketing needs that require comprehensive tools, flexibility, and scalability? Time for a custom solution.

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Enjoy all these features

Everything in Zero to One Package

Everything in Growth Package

Top 200 App Store Category Placement*

App design & development (Product & Scope dependent)

Creative production with the Capacity to produce up to 300 new static & videos ads per project each week

AB Testing Done Weekly

Weekly 45min+ Strategy calls

Total Value: Scope Dependent

Revenue-share models of cooperation, with a NO RISK Test Period to the client. Our 14 day test period is backed by our 100% Happiness Guarantee which is explained below.

This is valued at $45k which is the typical down payment of service agreements of this magnitude.

We offer the capacity to produce up to 300 new static & videos ads per project each week. This will allow you to truly scale your marketing outputs by 300%. This is valued at 5k/ monthly

Full App Growth team; from creative designers to UX specialists. Our consultancy team was built by Mobile-first Expansion Strategists for Mobile-first Expansion Strategists. This should give you the confidence your consumer-facing app is in good hands.

This is priceless!

Instead of paying the total of $50k+ month over month for what this would cost to build on your own, we are offering this to you for what best suits your business needs. Every consumer-facing app business is at different levels so we craft deals that work for your stage. We offer 360° Business Integration & a Customized, Hybrid Solution to your business.

All you need to do is book a discovery call & audit with us so we can learn more about what stage your business is in & walk you through the process of applying these steps to your business.

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A word of warning...limited availability

We have, on average, lowered our app clients’ CPAs by -30% while helping to grow their budgets by almost 100%+. We're usually paid front-end fee for our services.

But for the next 3 clients, we work with we’re offering a ROI Analysis + Audit. Depending on your product viability, we’re offering a waived ROI Analysis, Investor access, & access to our Technology Partner. Meaning we're waving our ROI Analysis technology-fee for the most motivated Consumer-facing app businesses that are ready to grow.

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Special Offer for the next 3 businesses that Act fast:

🛡️Bonus Services & 100% Happiness Guarantee🛡️

This is not fake urgency. we're only accepting 3 new ideal clients at this moment.

Compensation for us isn't as important as Performance output. I want my team & I to be a performance-based-partner in your business. It takes shear foucs and attention to achive astonishing growth. We only have so much bandwidth to dedicate. Meaning 3 new clients is our cap to preserve service quaility.

Our Promise: 100% Happiness Garantee💎

If you're not happy within the first 14 days then we can cut ties. We're incredibly proud of our service and offer a 100% Happiness Guarantee. We've spent years perfecting our services with uncompromising attention to detail. I’m confident you'll be obsessed with our service offerings

Limited Bonus Services 🔑

As our clients increase, our bandwidth decreases. So we only have a certain amount of ready to go account consultants. For the next 3 clients we work with will 3 extra bonuses

(1) ROI Analysis

This is where we demonstrate the numbers to show you exactly what to expect and what metrics need to be hit for your product to be profitable. This alone can Inspire your team of what to do next to achieve your goals.
Our ROI model actually builds out a financial plan that helps you build a more solid business plan so investors will be begging to invest in your company! Build more confidence in your business model by utilizing our software

(2) High value consultation day (2 hours of consulting)

(3) Access to a dedicated account consultant. They act as your go-to as we implement your strategy for the ultimate results.

(4) Access to our technology partner Galaxy Weblinks - Larger resources team

(5) Potential sweat equity investment for Products that meet a certain threshold.

(6) If we can’t BEAT your current results in a set amount of time. We can cut ties.

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15+

Years of Combined Expertise

7.9%

Average Client ROI

Millions

In Downloads & Constantly Counting

9 Figures

Of Revenue Generated From Promotional Management

Growing a Mobile App is Hard, Expensive, & Time-consuming. But we've cracked the code to make it Easy.

There are 3 main problems with mobile app companies.

1. Obtaining users efficiently
2. Monetizing users
3. Development turnaround time

A LOT of mobile companies burn through their budget regarding user acquisition without a proven paid model. They make no money and users leave. It can get very expensive to get users and but we guide you into a solid revenue model which is critical & this helps stop your budget from disintegrating.

We combine: Performance Growth Marketing + User Retention & Monetization + Fast Mobile In App Development Consulting: into an amazing solution.

Our team is 15+ product marketers, consultants, sr. mobile app developers, & more at your fingertips

The Offer in Summary

Working models

Revenue Share
Projected LTV Revenue Share
Commission on Ad Spend
CPA Hybrid

Service packages

Zero to One
Growth Package
Enterprise Business Package

As a bonus, we are offering a complementary Audit & ROI analysis & dedicated account manager to our next 3 clients. And all of this is backed up by our 100% Happiness Guarantee, meaning, If you're not happy within the first 14 days then we can cut ties.

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FAQ: Why Work With Walt?

Will this for me if I’m in A different country then the United States?

This will work for any company with a consumer-facing mobile application. Our team is internationally based so we can work in virtually any time zone.

Will this work if am a solo founder, have a team in place, or somewhere in between?

Well, we offer a full technology solution for solo founders and companies that have medium-sized teams.

Promotion at Scale, Dev if needed

We understand the complexities of scale. With increased user acquisition if your team is not properly structured with developers on the front-end and back-end then this may be the new constraint on your app. We offer development services if your team cannot keep up with the rate of growth.

How will you track attribution and analytics?

The most elite mobile app tracking analytics in attribution platforms on the market. We can give you a demo of our capabilities on the audit call.

Will this work for my business?

The mobile app industry is our bread and butter. We've been in this industry collectively for more than 30 plus years. To give you a better idea of our capabilities, please schedule an audit.

Will I make a profit?

We only take on a project if we are sure that you will make more money than you spend.

How can you guarantee no fake app installs?

Incentive installs are easy to detect, both by behavior and by the number of conversions from impressions. But, most importantly of all, the fake install would render our business unprofitable.

Are your creatives built for Mobile?

We focus heavily on creative production. Creativity magnifies the impact of your marketing budget by 11x. We’re
more obsessed with asset distribution and optimization than we are with ideas. Creative drives 47% of the sale. That's nearly more than Targeting, Recency, Reach, Context, & Brand combined.

How do you help with Geo expansion?

We have our own team of native speakers and all of the top six major languages. We also have contractors in 3 continents and will give your campaigns the delicacy they deserve.

We've already had some bad experiences with Partners. Do you offer any guarantees?

Yes! This is why we offer our 100% Happiness Guarantee. So you can get a feel of how it is to work with us & we can get a feel for your product and Go to Market strategy.

How does your Zero to 1 Equity partnership work?

In this type of deal structure, we take equity in your company in return for us to do the implementation for your business. We reserve this for the right partners only. In order to protect clients, if we are unable to hit our KPIs then we relinquish our Equity back to the client.

Do I need to have a Mobile Measurement Partner?

In most cases, Yes. Mobile measurement partner (MMP) is a companies like Appsflyer that act as a third-party provider to attribute, collect, and organize app data to deliver a unified overview of a brand's campaign performance.

Are there any long term contracts?

This is scope dependent, it truly depends on the scope and complexity of your needs. For starters, as we build out a plan of implementation. We like to break down the steps needed in to Milestones that way it makes reaching the client result a matter of following a set plan. The duration of that planned depends on the result the client needs.

What are the exact terms of the guarantee?

The 100% happiness guarantee is centered around your satisfaction while engaging with Walt Digital. We do our best to provide extraordinary results and if you feel that you have not been properly taken care of then within the 14-day.

We can cut any ties that we may have agreed upon and both parties can go their separate ways.

Why wouldn’t I just implement the steps you've mentioned instead of working with you?

You certainly can do so if you wish! However, these steps have been crafted with the intent of being utilized by an experienced team. Being able to see around corners is very important, and our team focuses on helping you expedite the time to result based on the steps outlined.

One of the benefits of working with us is we know the difference between controlled experimental failure (good failure) & operational failure (bad failure). Both forms of failure drive your company in 2 completely different directions, for better or worse.

How do I justify the cost to my boss?

The value of our partnership as well as the client experience we provide is something we hold dearly.

We make money while developers make hits.

We only take on any project if we're certain that your team will make more money than you spend.

Schedule an Audit + ROI Analysis

How our Audit Process Works

1. Initial Introductory Call

This is where we meet and we discuss your business, goals, resources and capabilities, and timelines. You can ask us questions regarding mobile marketing and current trends.

2. Mobile Growth Marketing Audit

If we believe there is a good fit, the team will commence to audit your mobile marketing program and provide you with deep insights into opportunities for growth.

3. Review the findings + ROI Analysis

We'll hop on another call with the team and discuss our findings and explain to you how you can Implement them. With a bonus ROI analysis using our internal technology. We use this special tech to find pockets of opportunities.

4. Submit Letter of Intent &/or Signed Agreement

If you would like us to implement the strategy for you we will revisit our working models and agree on a Business Partnership between both parties.

Schedule an Audit + ROI Analysis

An additive note from the founder

Hey there—

I’m Jaelon Davis, the founder here. I’ve been running Walt Digital since 2018.

I'd like to personally thank you for reading my article.

This article has been written after numerous years in the digital trenches, pain-staking research, rigorous experimentation, and millions of dollars spent on advertising, product dev, finding solutions to complex problems, etc.

Essentially, I've laid out the blueprint for you so you and your team can succeed without the business scars that I & so many others have endured.

People often ask me why I built Walt Digital. They’ve never seen anything like it before, so they’re curious as to where the idea came from.

I wish I could credit a spark of genius, or some deep insight. But I can’t. Truth is, I built Walt out of desperate necessity. The online landscape needed it badly. Without it, mobile app businesses were just throwing their money down the drain.

Walt Digital initially started out as an idea to fix my own problems within D2C eCommerce, Mobile App Affiliate marketing, and the delivery of digital projects in general. It later expanded into solely aggressive Mobile app user acquisition as I attain more and more experience (and wins) in internet marketing.

That set off my conquest to build the best remote A-team possible for mobile app growth. It wasn't easy, but the team comprised itself of world-class talent across the US & EurAsia.

I often saw these recurring themes as more and more companies dived headfirst into digital marketing after digital marketing proved to be a necessity in today's society.

I learned that mobile app businesses predominantly struggled with organic acquisition (ASO), paid user acquisition (Apple Search Ads {ASA}, Google UAC, Social ads, etc), subscription revenue optimization, softwear engineering, & analytics and retention.

Which proved that acquisition isn't the only major problem. It's being able to have a solution to all of the problems of mobile app growth in harmony.

These were common themes that caused suffering as I assisted more and more mobile advertising accounts and landed more digital marketing clients after seeing their initial results.

And, as is often the case in situations like this, my clients knew their digital marketing campaigns could be producing a greatly higher yield, they just didn't know how. That was the especially painful and uncomfortable part.

Putting money into a slot machine that you see working for others but you don't know why it can't work for you?

My clients needed a better way to get more users, monetize users, attribute users, maintain profitable growth, measure and track feedback, build feedback loops, and make progress.

I feel your pain. So I asked myself, "How can I create a solution that changes Mobile App growth for the better.” After scavaging the internet for 1000s of companies & that service app companies. I also sorted through thousands of reviews of what Appntrepreneurs, Head of Product, Growth Leads, & Head's of Dev wanted. Here’s some of what they said…

-"We were searching for a one-stop shop company that can help with all our marketing needs."

-"We need help with keyword optimization for our titles in the stores, creative design for store galleries, and social media marketing."

-"We want to work with a partner that is not only about providing professional services, but also about being service-oriented."

After going through 1000s of reviews, comments, & forums: I decided that I wanted to make the perfect solution available to the perfect client. The solution would have to be niche enough & solve the toughest challenge: efficiently, quickly, but most of all, profitably.

We looked around and tried a few things, but the popular tools & other services in our area simply didn’t cut it. So we had to build our own services & system from scratch.

We focused on building a shared success between both parties & straightforward expectations of what we aim to achieve.

So we tweaked it, tightened it up, polished the rough edges, and put our services on the market. It's been an instant hit.

Turns out, numerous of other dev studios & mobile app companies had similar struggles managing their marketing for their app, and needed the solution we built.

Based on feedback, and our own ideas, we’ve made thousands of painstaking improvements over the years, with so much more to come. Walt is defining a category, and continually pushing that category forward in innovative ways.

The fact of the matter is: growth at all costs won't cut it anymore, you need profitability. And the market is dynamic & constantly changing. Our economic future is volatile at the moment. So we've done all of the heavy lifting for you and created an offer that is performance based.

Only those of us who are confident enough to stick our neck out there and only be compensated for the performance show our dedication to our craft. Performance-based projects are actually exciting to high performers because we know that our passion drives us forward, not the unpredictable inconsistency of a "retainer" for partnerships that may not be a good fit. Especially in unforeseen economic times.

It’s been an incredible ride so far, and we have so many people to thank. But most of all, we feel a deep sense of responsibility to continue to make the best service we can for mobile app businesses who desperately seek a better way to grow their dream app. We’re here for them, since 2018 and running.

Thanks for reading, and for giving Walt a try. You can always contact me directly if you have any questions on Linkedin. I look forward to hearing from you.

Jaelon Davis, MBA
Head of Digital & Relations

Get A Free Mobile App Audit + ROI Analysis

Please enter your information below for an audit of your app. We'll be a guide for you & reveal some of our best strategies to help your app grow or remove operational constraints in no time flat! We don't spam or sell information.

"It is easier than ever to create a mobile app, which means more competition...

We give you the competitive advantage & help break the cycle of slow-to-no mobile app growth."

*based on an avg ROI of 7.9%

Location

Walt Digital is a Digital-1st Company made of Remote Domestic & International contracting team members spanning the US, UK, & Asia: (HQ Address): 2829 Youree Drive, Ste. 1 #1121, Shreveport LA 71104

copywrite @ walt digital llc 2018-2022

Mission of Walt DIgital

Independent since 2018, Walt empowers D2C mCommerce businesses & mobile apps to accelerate their digital marketing innovation & create wildly profitable business growth. Our success is dependent on providing profitable traffic to our clients & fuel the growth of products that enrich the lives of the end consumer. We make surpassing clients' expectations a reality. Our conquest is to accelerate the amplification of your mission, value, & product growth; as a team.

Works Cited

Adquantum. (2022, October 13). What is a mobile app Unit Economics and how to calculate it properly? AdQuantum. Retrieved from https://www.adquantum.com/blog/what-is-a-mobile-app-unit-economics-and-how-to-calculate-it-properly.html

App Radar. (2022, June 2). The 14 best mobile measurement partners (mmps). Retrieved from https://appradar.com/blog/14-best-mobile-attribution-partners

BIZ Magazine. (2019, September 8). EAP partners with four north Louisiana universities for business model competitions. BIZ Northwest Louisiana. Retrieved from https://bizmagsb.com/2019/09/09/eap-partners-with-four-north-louisiana-universities-for-business-model-competitions/

Baxter, R. K. (2015). The membership economy: Find your superusers, master The forever transaction, and build recurring revenue. McGraw-Hill Education.

Chen, A. (2021). The cold start problem how to start and scale network effects. THE COLD START PROBLEM: How to Start and Scale Network Effects by Andrew Chen. Copyright © 2021 by Andrew Chen. Published by arrangement with Harper Business, an imprint of HarperCollins Publishers.

DiCesare, M. (2022, December 19). Customer-facing applications: Examples, Benefits & Development Challenges. Mendix. Retrieved from https://www.mendix.com/blog/customer-facing-applications/

Hillhouse, S. (2022, June 27). The profitable growth blueprint: 10 takeaways to accelerate your company to profitability. Mutiny. Retrieved January 9, 2023, from https://www.mutinyhq.com/blog/profitable-growth-blueprint-takeaways

Mobvista. (2022). ARPU vs ARPPU vs ARPDAU. Arpu vs arppu vs Arpdau. Retrieved January 16, 2023, from https://www.mobvista.com/en/blog/arpu-vs-arppu-vs-arpdau/

Prater, M. (2022, January 11). Help! my brand went viral: 16 small brands that made it big. HubSpot Blog. Retrieved from https://blog.hubspot.com/marketing/12-small-brands-that-went-viral

Product Plan. (2022, August 11). Aarrr Pirate Metrics Framework. What is the AARRR Pirate Metrics Framework? | Definition and Overview. Retrieved from https://www.productplan.com/glossary/aarrr-framework/

Rahmey, M. (2022, February 22). How to calculate roas for paid social in 2022 (with calculator). Marketerhire.com. Retrieved from https://marketerhire.com/blog/how-to-calculate-roas

Sacks, D. (2020, April 23). The burn multiple. Medium. Retrieved from https://medium.com/craft-ventures/the-burn-multiple-51a7e43cb200

Skrob, R. (2018). Retention point: The single biggest secret to membership and subscription growth for associations, Saas, publishers, digital access, subscription boxes and all membership and subscription-based businesses. Membership Services, Inc.

Earnings Disclaimer

1. Although we make every effort to accurately represent the services and/or products presented on this website, we make no assurance, representation or promise regarding future earnings or income, or that you will make any specific amount of money, or any money at all, or that you will not lose money as you complete our programs as a client..
2. Earnings or income statements, or examples of earnings or income, represent estimates of what you may earn and should not be construed as actual income you earn; there is no promise or guarantee that you may experience the same level of earnings or income, but it is entirely possible and you may even earn more.
3. There is no guarantee that any prior success or past results regarding earnings or income may be an indication of your future success or results.
4. Statements or examples of actual earnings on this website that are attributed to a specified individual or business are true and correct, and we will verify them upon request and also provide statements of expected typical results (fill out our contact form at https://WaltDigitalSolutions.com/contact-us). All statements and examples should not be viewed as promises or guarantees of earnings or income. Earnings and income potential are affected by a number of factors over which we have no control, including but not limited to your financial condition, talent, skills, level of effort, motivation, past experience and education, your competition, and changes within the market.
5. Operating any type of business on the Internet involves unknown risks. You should make decisions based on information provided through services and/or products presented on this website with the understanding that an Internet business may not necessarily generate a significant amount of income for you and that you could significant losses or fail to generate any earnings or income at all.
6. You should do your own due diligence to evaluate any services and/or products presented on this website, including consulting with business partners and qualified professional advisors to assist you with your evaluation.
7. For the foregoing reasons, you agree that we are not responsible for any decision you may make regarding any information presented on this website or any of the services and/or products presented on this website. You also agree that we are not responsible for any income you do not earn or any financial losses you incur as a result of using our programs or services.

Unlocking the Secrets of Full-Funnel Marketing: How to Reach $1 Million MRR and Beyond with Your Consumer-Facing Application in 5 Months or Less

30x User Acquisition for Unicorn-Growth Fintech Insurance App Inc

Increase MAU

Decrease in CAC

Incremental Lift

Downloads Amassed

Total Enterprise Value Increase

Our Approach & Strategy

Scaled a digital project with significant ROI-1667%

Ad spend to Sales

Sales Lift/Launch

Average ROAS

Target Market

Total Enterprise Value Increase

Our Approach & Strategy

$3.7 Millions In Ad Spend To $10 Million In New User Activation for NDA Client

$34.9 Million In Ad Spend To $80 Million In User Activation & Revenue for NDA Client

$36 Million In Ads To Produce Over $100 Million+ In New Enterprise Value

Who This Article Is For?

Micro Unit Economics are your friend & business pulse

Who This Article Will Not Help

How To Engineer An App Growth Strategy That Finances Its Growth by Increasing Revenue Per Active UserHere’s the truth:You can Engineer An App Growth Strategy That Finances Its Growth by Increasing Revenue Per Active User. I refer to it as Full-Funnel Marketing.

Who Am I?

How I Got Featured

Stumbling Upon the power of Remote Teams before it was the norm

Revenue-focused Customer-acquisition Doesn't Have To Be Unprofitable When You Develop A Lean Experimentation MindsetThe form of Full-funnel marketing that I built solves for Acquisition & Retention

Prerequisite 1:Know your Numbers

Unit Economics Calculator

LTV/CAC Ratio:

The Drought: Shortening The Road To Profiting

Prerequisite 2:Understanding that Marketing accelerates Network Effects

Prerequisite 3:It Takes Capital To Get Off The Ground

Step 1:Tackling App Growth's Hardest Challenges: Geo-expansion, Promotion, & Monetization Strategy

Common pitfalls of the Old Inefficient Way to growing apps... ⚠️Common Problems:

A New & Improved Solution to Approach App Growth💡Solutions to implement:

DeCoding Profitability & Growth in Sync

Step 1 FAQ:

Step 2:Tying Privacy, Tracking, & MAU Reactivation into Your Full Funnel Strategy

Does your team struggle to track what you can't see..? ⚠️Common Problems include:

You need to have a full-funnel approach that builds upon Awearness all the way to the User becoming a paying customer & referring more Users💡Solution to Implement:

Harmonizing Product Metrics & Marketing Metrics

Step 2 FAQ:

Step 3:This is what Really Separates Apps that Grow (Fast) & Apps that don't: Aggressive Testing & User Engagement

Do you test enough? Are you trying to scale testing without a cadence..? ⚠️Common Problems Include:

You have to turn your UAC managers & Product Leads into sheer scientists. This is SO critical💡Solutions to Implement:

Creative Testing is an extreme Sport, Art, AND Science

Step 3 FAQ:

In Summary

Ways to achieve profitable growth that you can use today

A Generalist Agency

CPI/CPA Affiliate Network

Going at it on your own

Again, we work best with Consumer Subscription Service Apps whose app is in Alpha or a later stage that have a Customer-Facing Mobile App & want to shortcut growth to $100k-1M+ a month in revenue without the traditional risk of employees & overhead

Case Study: How my team increased Product usage by Replicating the Netflix-Subscription Model

The Problem

The Results

Subscriber Lift

Time With Client

Enterprise Value Lift

Our Approach & Strategy

Walt's in a category of 1. There's no other solution that competes with what we do.

How can Performance-Based Marketing help you achieve growth, profitably? We follow these steps below that we've battle-tested with millions in ad spend.

User Acquisition & User Activation

Mobile Development Support

Full Funnel Approach & Subscription Revenue Optimization

Full Funnel Marketing = More $$$ from Your App

Walt's Service Offerings:

Working Models Below

Revenue Share

💸

Projected LTV Revenue Share

🍾

Commission on Ad Spend

📈

CPA Hybrid

🚀

Service Packages Below

Zero to One Package

Sweat Equity Partnership

Total Value: $25k+

How To Engineer An App Growth Strategy That Finances Its Growth by Increasing Revenue Per Active User

Here’s the truth:
You can Engineer An App Growth Strategy That Finances Its Growth by Increasing Revenue Per Active User. I refer to it as Full-Funnel Marketing.

Revenue-focused Customer-acquisition Doesn't Have To Be Unprofitable When You Develop A Lean Experimentation Mindset

The form of Full-funnel marketing that I built solves for Acquisition & Retention

Prerequisite 1:
Know your Numbers

Prerequisite 2:
Understanding that Marketing accelerates Network Effects

Prerequisite 3:
It Takes Capital To Get Off The Ground

Step 1:
Tackling App Growth's Hardest Challenges: Geo-expansion, Promotion, & Monetization Strategy

Common pitfalls of the Old Inefficient Way to growing apps... ⚠️

Common Problems:

A New & Improved Solution to Approach App Growth💡

Solutions to implement:

Step 2:
Tying Privacy, Tracking, & MAU Reactivation into Your Full Funnel Strategy

Does your team struggle to track what you can't see..? ⚠️

Common Problems include:

You need to have a full-funnel approach that builds upon Awearness all the way to the User becoming a paying customer & referring more Users💡

Solution to Implement:

Step 3:
This is what Really Separates Apps that Grow (Fast) & Apps that don't: Aggressive Testing & User Engagement

Do you test enough? Are you trying to scale testing without a cadence..? ⚠️

Common Problems Include:

You have to turn your UAC managers & Product Leads into sheer scientists. This is SO critical💡

Solutions to Implement:

Special Offer for the next 3 businesses that Act fast:

🛡️Bonus Services & 100% Happiness Guarantee🛡️