Mobile as a growth engine
A portfolio of consumer apps was growing on a roughly $2M ARR base. The bet was to make mobile the engine and to make product answers arrive in days instead of weeks.
- Oct 2025 — now
- Fractional · consulting
- Consumer apps · US & Europe
- With the CEO and data team
in 12 months
insight
Starting point
VL Projects runs a portfolio of consumer apps in the US and Europe on a Bending Spoons-style operating model, with around 3M monthly users.
The portfolio earned roughly $2M in ARR. Mobile was not yet the company’s priority, and a product question took around 14 days to become an answer from the data.
My role
Head of Product on a consulting engagement, working directly with the CEO and with the data team.
Owned the case for where the portfolio should grow and the cross-functional experimentation roadmap that followed.
What I did
- Made the case for mobile
Brought the CEO the case to prioritize mobile as the portfolio’s growth engine.
- Ran one experimentation roadmap
Led a cross-functional roadmap of experiments across the apps, so growth work was sequenced and measured instead of scattered.
- Rebuilt the analytics
Rebuilt cohort, behavioral and experiment analytics with the data team, so segment-level product decisions run on data.
What changed
Added approximately $1M in mobile ARR in 12 months on a roughly $2M baseline, and cut time-to-insight from 14 days to 3.
Summary
Two levers did the work: choosing mobile as the place to grow, and shrinking the gap between a question and an answer from two weeks to three days.