KAIZEN and Benzokarta mobile apps

Enter a competitive utility-app niche and deliver fast growth without a large media budget — and, in parallel, package a wellness product for an international audience.

Benzokarta (Russian market): build a promotion plan that brings downloads and pushes the app into the App Store charts. KAIZEN (international market): package a product that helps restore hormonal balance and put physical and mental life in order for a foreign audience. Both products are built by two people — me and a developer.

• Co-founder and marketing lead, working in a duo with an iOS developer.
• I fully own marketing, product hypotheses and positioning.
• I take part in decisions on UX, visuals and the download funnel.
• There is no hard split of roles in a duo: everyone owns their block but thinks about every aspect of the product — from UX quality and visuals to install conversion.

1. 01

   Hypotheses and positioning

   Niche and competitor analysis, audience profile, packaging the product's value. For KAIZEN, the message was adapted to an international audience in the health and self-improvement space: a different market, a different tone, different expectations.

2. 02

   Speed as a principle: MVP in 3 days

   Benzokarta was built and shipped in three days. First a live product and a validated hypothesis, then the polish. That let us put resources into promotion instead of endless development.

3. 03

   Promotion plan: online plus offline

   I built a combined strategy: online tools and offline activities exactly where the product's audience already is. It was that combination that produced the install spike and pushed the app into the charts.

4. 04

   Download funnel and product packaging

   Icon, screenshots, description, work with ratings and reviews. Onboarding and visuals are done with the developer: every element of the funnel is reviewed for conversion.

5. 05

   Analytics and iteration

   Download metrics, chart positions, funnel conversion. Weekly product and marketing iterations run as one process rather than two separate tracks.