Nicole Chin.

Growth advisory

Product growth advisor for apps

Keep the users you pay to acquire, and turn more of them into subscribers. At Omvana, Mindvalley’s meditation app, MRR grew 4× in the six months after launch.

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As a product growth advisor for apps, I help founders and product leads keep the users they pay to acquire and turn more of them into paying subscribers. I work on activation, retention, free-to-paid conversion and the measurement that shows which of the three is holding you back. On the apps I have led growth for, monthly product engagement and retention grew 150% through lifecycle marketing and product growth, and free-to-paid conversion grew 3x within two years. Three of those apps were featured eight times as App of the Day on the App Store, across 80+ markets.

You can see the whole story in the Omvana case study. I led product growth through its launch: monthly active users grew 20% month on month, the app was featured in more than 80 countries worldwide, and it picked up press coverage including CNN.

Some brands I’ve worked with

Where app growth is usually won

Activation

The actions a new user has to complete before your app is worth paying for, and how many people your onboarding actually gets through them. I help you define it precisely enough to measure.

Retention

Your retention curve, and where and how high it flattens. That plateau sets the ceiling on everything downstream, including how much you can afford to pay for a new install.

Free to paid

Trial length, paywall placement, the lifecycle messages around them, and what someone has experienced in your app before you ask them to pay.

Measurement

Attribution after ATT, mobile measurement partner setup, and an event taxonomy that still holds when a second product team starts using it, so the numbers you decide on are ones you can trust.

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How it works

  1. 1 Book a discovery call ›
  2. 2 Align on priorities and goals
  3. 3 Receive a proposal from me
  4. 4 Engagement starts

Related

Growth consultant for funnels

The acquisition side of the same economics.

Growth advisor for startups

Company-level growth strategy rather than product-level.

Growth coaching programs

1-1 coaching for the person making these calls.

What people say

Incredibly helpful and informative. She validated some of my ideas whilst also provided guidance to help me create a mature automation strategy, and followed up after the session with examples.
Rob Delijani
Premium level mentor! Nicole is the best mentor I have talked with on GrowthMentor. Very knowledgeable and experienced. Pleasure talking with her. Highly recommended!
Georgi Ganchev
It was interesting and useful to have the conversation about the holistic view of organic and paid traffic. Highly recommend.
Janie
Very knowledgeable. We dug into her experience on recruitment and training. Understood the stage of our business and how that should influence our decision-making. She gave very clear perspectives and examples on where we should hire locally versus internationally. First class.
Hamel Shah
Her advice was very relevant and practical. She also followed up with lots of additional resources.
Sean Olliver
Nicole ripped apart my idea — and then gave me a much better one. She showed me the flaw in my plan and then gave me a much better approach. She really got what we are trying to accomplish and used her experience to help navigate me through a much more doable plan.
Carletus Willis

Common questions

What does a product growth advisor for apps do?

I work on the product-side levers of growth — activation, retention, monetisation and the measurement that makes them legible — rather than on media buying. The typical engagement starts by finding which of those three is the binding constraint, because effort spent on the other two will not show up in revenue.

We have good installs but bad retention. Where do we start?

With the retention curve by cohort, and with activation. If the curve never flattens, no amount of lifecycle messaging will hold it — the product has not yet delivered the thing people came for. If it flattens low, the question is which early actions separate the users who stayed from the ones who left.

Do you work on paywalls and pricing?

Yes. Paywall placement, trial design and price architecture are usually the highest-leverage monetisation work in a subscription app, and they interact — a longer trial with a worse activation rate can lower net revenue while improving every metric you were watching.

Which platforms and tools do you work across?

Amplitude, Mixpanel, GA4, BigQuery, Braze, Iterable, CleverTap, MoEngage, AppsFlyer, Adjust, Singular, Branch, Firebase, LaunchDarkly and Split.io, among others. I have built the data and lifecycle architecture on several of these from scratch.

Is this advisory or hands-on?

Both are available. Strategy engagements end in a decision and a plan; fractional engagements mean I am embedded part-time and running the work with your team.

How do we start?

A complimentary 20-minute introductory call, with no obligation. Bring your retention curve if you have one.

Get in touch

Tell me where your app is stuck, and I’ll tell you what I’d look at first.

The introductory call is free, takes 20 minutes and comes with no obligation.