Last October, I had the privilege of moderating a panel at App Growth Summit Barcelona 2024, diving deep into one of the most pressing challenges facing app marketers today: strategic media mix modeling for resource-constrained teams.
I was invited to speak based on my experience as Performance Marketing Lead at Wikiloc, where I helped scale user acquisition strategies for an app serving over 7 million outdoor enthusiasts worldwide. The experience taught me that growth isn’t just about budget size—it’s about making every euro or dollar work harder, smarter, and more strategically.
The Real Challenge: Beyond Budget Constraints
When we talk about resource-constrained teams, most people immediately think about budget limitations. But as I discovered through my conversation with fellow panelists Antoni Casino (Game Growth Manager at Tilting Point) and Sergey Bakaev (CEO at LovOn), the challenge runs much deeper.
It’s about human capital too.
Antoni manages 3-5 apps simultaneously, depending on their complexity, working across diverse markets from strategy games in South Asia to casual games in English-speaking countries. Sergey focuses on the dating app market in the US, with a particular emphasis on TikTok and influencer marketing. Each operates with lean teams where every role is critical, and there’s no room for redundancy.
The question that kept surfacing throughout our discussion wasn’t “How do we get more budget?” but rather “How do we optimize what we have while building sustainable growth systems?”
Channel Prioritization: The Art of Strategic Betting
One of the most fascinating aspects of our conversation was how differently each panelist approaches channel prioritization, yet how similar their underlying philosophies are.
Antoni’s approach is methodical: test the top three paid channels (TikTok, Meta, and Google), then let performance data drive budget allocation. He’s found success with Applovin and playable ads, with his media mix varying dramatically based on game type and geography.
Sergey has doubled down on short-form video content and influencer marketing for social apps. His TikTok focus isn’t trend-chasing—it’s about meeting audiences where they naturally consume content.
User behavior differs significantly across acquisition sources, and understanding these nuances is crucial for optimizing your media mix. It’s not just about lowest CAC, but which channels bring users who engage meaningfully long-term.
The Metrics That Actually Matter
Success metrics should vary by channel—many resource-constrained teams try to measure every platform by the same KPIs, missing each channel’s unique value.
Some channels excel at volume and quick conversions. Others build brand and long-term value. The biggest mistake startups make is optimizing for short-term metrics without considering the full customer journey.
The Experimentation Budget: Your Growth Insurance Policy
One insight that resonated strongly from our discussion was Antoni’s approach to experimentation. He typically allocates about 10% of budget for testing new channels or strategies. This isn’t “play money”—it’s strategic investment in future growth opportunities.
He shared an example of hiring an external partner with local market knowledge for a Japanese company, focusing on culturally relevant content creation. It worked, despite having a longer conversion window that initially seemed less attractive than other channels.
Sergey’s experimentation focuses heavily on creative testing and ambassador marketing programs, which have proven particularly effective for social apps with engaged communities.
My takeaway: Even with limited budgets, you must reserve some capacity for experimentation. The 10% rule isn’t arbitrary—it’s your insurance policy against market changes and your ticket to discovering high-impact, low-competition channels before they become expensive.
Building Teams That Can Do More with Less
Here is where I thrive, I would say. When you can’t afford specialists for every function, you need people who can wear multiple hats effectively. The most valuable team members combine analytical rigor with creative thinking & flexibility — diving deep into performance data in the morning and brainstorming compelling creative concepts in the afternoon.
Antoni’s success managing multiple apps comes from strong processes and clear frameworks. Sergey’s content marketing success requires team members who understand both performance metrics and authentic storytelling.
Key Takeaway: Systems Over Solutions
If there’s one thing I want readers to implement immediately, it’s this: build systems, not just campaigns.
Resource-constrained teams often fall into the trap of constantly firefighting—jumping from one channel to another, chasing the latest “hack,” or copying what worked for someone else without understanding why it worked.
Instead, focus on building robust measurement systems, clear decision-making frameworks, and repeatable processes. When you have limited resources, consistency and efficiency become your competitive advantages.
Create standard operating procedures for:
- – Channel evaluation and testing
- – Budget reallocation triggers
- – Creative testing protocols
- – Performance monitoring and reporting
These systems will help you move faster, make better decisions, and scale more efficiently when resources do become available.
The Future of Resource-Constrained Growth
The “democratization” of marketing tools (now more than ever, thanks AI!), creator economies, and sophisticated measurement platforms favor teams that prioritize intelligence over budget size. The brands that will win won’t necessarily have the biggest budgets, but the clearest customer understanding, most efficient systems, and most creative resource allocation approaches.
Sometimes constraints breed the most innovative solutions. There’s something beautiful about watching small, talented teams outmaneuver larger competitors through strategic thinking and execution excellence.
If you’re building something amazing with a lean team and limited resources, I’d love to hear about your challenges and wins. Feel free to reach out — I’m always excited to connect with fellow growth-focused builders.
