Karan is a Growth and Retention Consultant. He helps subscription apps get better at lifecycle engagement, retention strategies, and subscription optimization. He has worked with some of the leading subscription apps such as Blinkist, Deezer, and more. Karan is also the host of a bi-weekly podcast called LTV Talks where he interviews some of the thought leaders in the space and dives deep into their experience.
In your own words, what’s your role in the app business right now?
Due to my unique experience of working independently with over 15 subscription apps, I am constantly exposed to the latest in subscriptions. I believe I can add value to not only my clients but also to our industry by regularly sharing free templates, writing about my experiences on Linkedin, and now putting out hour-long podcast episodes on various topics.
How did you end up working in apps? / get started?
While doing my masters in business management, I got very interested in subscriptions and how to manage customer retention. For my thesis, I worked with Hellofresh on identifying strategies to reduce customer churn, which led me into the evolving world of subscriptions and apps in general.
What are you most excited about in apps right now? (tech, trends, people, verticals)
I am very much looking forward to three key trends in the field;
- Organisational structures: Who owns subscription growth topics, also including retention and engagement in a team? It’s a very interesting problem with no direct standard solutions thus far.
- SaaS platform and solution consolidation: We have more and more platforms optimizing for paywall, CRM, performance marketing, CDP, and product analytics, but increasingly, there’s a need for consolidation or connectivity between the market leaders in the space. I feel there’s an opportunity here.
- AI/ML: This is, of course, a HUGE topic, and I am starting to see many use generative AI apps in copy and design. Using AI/ML to manage rapid testing and reporting is going to be the next frontier for the marketing world, in my opinion.
What other companies in the app space do you rate/ inspire you and why?
Duolingo because of their structured process and innovations in the field of organisation structure design. Another one is Spotify in the same field. They inspire me mainly because of how they view growth and subscriptions and keep challenging the status quo.
What do you like most about working in apps?
Apps for me are the perfect blend of tech, data, and user psychology. You really need all 3 to build and excel in the industry.
What one thing would you change about the app industry / market?
Get rid of the jargon.
Where do you think there’s an opportunity for apps / or unmet needs?
In deep work and clarity on the impact vs effort for all growth topics. There seems to be a lot of fluff in the market but not enough organised testing around.
If you weren’t working in apps what would you be doing?
Probably developing solutions, playing and learning apps for kids.
iOS or Android?
iOS
What app(s) have been most useful to you over the last year?
Chatterbug
What’s on your Spotify / Music party playlist?
Khurangbin
Any Netflix/ TV show recommendations?
Pepsi, Where’s My Jet?
Is there anything else we should know about you?
That I am an engineer in my previous life and love reading about user psychology – both these facets have influenced my work to a very high degree.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
