Jakub (HER, Mapy) shares how he rebuilt a subscription app’s MarTech stack from near-zero after joining MAPY (hiking & biking maps): picking an MMP, adding revenue infra, standing up in-app messaging/“HTML onboarding,” and using surveys + activation signals to decide what to monetize. We also cover build vs. buy, cutting tool noise, deep links, web vs. mobile behavior, and clever Figma automation for instant multi-language screenshots.

What you’ll learn

The essential MarTech stack for a subscription app (MMP, revenue infra, analytics/BI, lifecycle—in-app first)
How to choose an MMP (AppsFlyer vs. Branch) and why deep links usually live there
Why in-app messaging (HTML modals) can stand in for onboarding, surveys, and roadmap validation
Methods to discover what users will pay for (surveys, activation metrics, contextual upsells)
When to buy vs. build (and how investor expectations affect that choice)
Managing tool costs in freemium: country-scoped SDKs, MAU-based pricing tradeoffs
Web vs. mobile behavior differences and how that shapes monetization & UX
How to filter vendor hype: pricing page tells, documentation over demos, avoid vague “AI” pitches
A fast path to localized store creatives with Figma + CopyDoc

Key Takeaways

Start with measurement. Without an MMP and clean revenue signals you can’t scale UA or judge payback—set those up first.
In-app > email early. For new/lean teams, prioritize in-app messaging and “HTML onboarding” to collect motivations, segment users (hiker/biker/driver/general), and guide activation.
Show the paywall. Track launch→paywall impression; aim for ~90%+ so you’re reliably creating purchase opportunities, then layer contextual upsells (Strava-style).
Monetize what matters. Use quick surveys + early actions to identify features people value; validate with smoke tests (CTA → deep link) before committing roadmap.
Buy the boring stuff. For attribution, lifecycle, and payments, buy (standards, support, investor-friendly metrics). Build only where you truly differentiate.
Control analytics cost. Scope product analytics SDKs to priority countries (or sample) to align MAU-priced tools with freemium economics.
Deep links live with your MMP. Standalone options are thin, Google Dynamic Links is sunset—lean on AppsFlyer/Branch for reliability.
iOS privacy changed the game. Deferred deep linking and deterministic tracking are less reliable; plan for modeling and guardrails.
Cut through tool noise. If a vendor hides pricing or leads with vague “AI,” proceed with caution; read docs & pricing matrices, not just landing pages.
Automate localization. Use Figma + CopyDoc to export/import copy and auto-generate hundreds of localized screenshots in minutes.

Links & Resources

MAPY (hiking & biking maps): search “MAPY hiking app” in your store
CopyDoc for Figma (bulk copy import/export): https://www.figma.com/community/plugin/900893606648879767/copydoc-text-kit
Connect with Jakub on LinkedIn: https://www.linkedin.com/in/jakubchour/

4: Jakub Chour: Building your App MarTech Stack