Thiago is currently the Director of Growth team at Peak Labs, and is responsible for acquiring and retaining more than half a million subscribers every month whilst reaching ambitious financial goals.

Questions Thiago Answered In This Episode:

• “Going from a booking appointment apps to brain training, did you find that shift kinda daunting and challenging? Was there a lot to learn?”
• “What are some of the biggest differences and challenges you found in bringing Quixel Logic and Rise to the market?”
• “You guys chose the strategy of high volume low cost, why choose that strategy as opposed to lower volume high cost?”
• “How do you go about educating your consumers or your perspective consumers in order to raise a probability that the download would be quality?”
• “Do you guys have any process in which you are kinda automating the development of the creatives or automating the deployment, how does that overall process look?”
• “When you launch a new title, how long does it take you and how do you go about determining what your KPI should look like?”

Timestamp:

01:10 Introduction of the different products at Peak

02:30 Thiago’s background at a beauty market place (Booking appointment apps)

03:53 Big difference of Thiago’s previous job and current job at Peak

04:47 Basic marketing principles

06:30 Differences and challenges in bringing Quixel Logic and Rise to the market.

07:06 Reason for using the high volume low cost strategy as opposed to lower volume high cost strategy?

07:55 Strategy structure for Peak

08:30 Strategy structure for Rise

09:41 Grabbing the attention of the consumers and then pass the necessary information

12:19 Transformative contents

14:00 Testing approach on the different Peak apps

15:45 Thiago on trying different concepts for the Peak apps

18:28 Peak’s creative cycle

21:32 Two sources of ideas for Peak’s creative team

26:15 Building a product concept and determining its main KPI

28:14 Determining revenue for subscription products

32:00 Thiago’s future expectations

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“I’m a big believer that, if you go to the core of marketing like the principles, the funnel of the users, etc. - it applies to any product in the world. In general if you follow the basic principles of marketing, you should be ok.”

Mentioned:

Peak - Brain Training
Rise - Sleep Better
Quixel - Logic Puzzles
Facebook
Google UAC
Voodoo
Aquapark.io