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Hack To Start
Episode 172

Andy Carvell

Co-Founder at Phiture, mobile growth consultancy from Berlin.

Listen to this episode on iTunes, Stitcher, & Google Music

Andy Carvell is the author of the Mobile Growth Stack and a Partner at Phiture, a mobile growth consultancy. Andy began his career as a mobile game developer with Nokia, where he created several games like Space Impact which was preloaded onto 150M+ devices. He then later led several different teams at Soundcloud as they transitioned from a web only application to mobile platforms. While leading growth and retention, Andy developed the Mobile Growth Stack as a framework for thinking about all the potential channel tactics and how they related back to high level business objectives or business verticals. The wide spread awareness gained around the presentation and sharing of the framework launched Andy and his co-founder Moritz Daan into the next phase of their careers with the launch of Phiture. Andy joins us to share his story, how he got into startups, what it was like leading several growth teams at Soundclound, what motivated him to create the Mobile Growth Stack, what it was like launching Phiture, some of the most common mistakes Andy sees others making when it comes to growth, and much more.

Main Objectives For This Episode

  • Learn more about how Andy got into tech & startups
  • Learn more about what it was like leading several mobile growth teams at Soundcloud
  • Learn more about the Mobile Growth Stack & how Andy approaches thinking about growth
  • Learn more about what it was like starting Phiture
  • And more!

Episode Overview

Andy Carvell is the author of the Mobile Growth Stack and a Partner at Phiture, a mobile growth consultancy.

Andy began his career as a mobile game developer with Nokia, where he created several games like Space Impact which was preloaded onto 150M+ devices.

He then later led several different teams at Soundcloud as they transitioned from a web only application to mobile platforms.

While leading growth and retention, Andy developed the Mobile Growth Stack as a framework for thinking about all the potential channel tactics and how they related back to high level business objectives or business verticals.

The wide spread awareness gained around the presentation and sharing of the framework launched Andy and his co-founder Moritz Daan into the next phase of their careers with the launch of Phiture.

Andy joins us to share his story, how he got into startups, what it was like leading several growth teams at Soundclound, what motivated him to create the Mobile Growth Stack, what it was like launching Phiture, some of the most common mistakes Andy sees others making when it comes to growth, and much more.


Some Of The Questions We Ask

2:46
Where are you from and what did you study?

3:19
How did your passion for tech and entrepreneurship develop?

4:13
How did you start your career? What were some of the first jobs you had?

8:34
How was growth approached in that industry at that time?

11:18
You then lead growth at Soundcloud for a few years. While most people have heard about it, can you tell us more about what Soundcloud does?

12:55
For many years you were responsible for the mobile growth of Soundcloud - how did you approach this challenge?

15:34
That’s a huge challenge to undertake, and I think we all really appreciate how you broke it down into those 3 pillars. So within those areas, what are some of the metrics you look at to gauge success? How do you know you’re having an impact on growth?

18:34
You ended up creating “The Mobile Growth Stack”. In a nutshell, what is it and what drove you to create it?

21:46
So today you’re a Partner at Phiture, a mobile growth consultancy you helped launch in Berlin. What motivated you to launch this agency?

24:41
What are some of the biggest mistakes you’ve seen larger companies make when looking to grow?

27:47
Your Partner at Phiture recently co-wrote The ASO Book. Why is ASO still so important for mobile apps?

30:31
Are there any resources (books, blog posts, videos, podcasts, etc) that you’ve come across recently and really enjoyed or ones you keep coming back to?

32:54
Do you have any final thoughts or advice to leave us with?


Here are some of the most important links and resources mentioned throughout the show.

Twitter Handles & Websites

Andy Carvell on Twitter
Phiture
Mobile Growth Stack on the web
ASO Stack on the web
Tyler Copeland on Twitter
Franco Varriano on Twitter

Devices, Apps, and Books

The ASO Book
MobileDevMemo
Incipia
Brian Balfour
Reforge
Hacking Growth
GrowthHackers.com

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