What I help with
Launching your idea
Market check first, because most ideas should not be built. If it passes: scope, design, build with the instaal team, store listing, first thousand users. Fixed scope, one point of contact, and the growth plan written before the first line of code.
App Store Optimization
Keyword strategy, listing copy, screenshots, ratings and localization, run the way I run it on my own apps. The goal is rank and conversion you keep without paying for it.
User acquisition
Google App campaigns and Apple Search Ads planned around retention, not install price. Budget scaling that finds the countries and creatives that pay back, then holds them.
Optimization
Store conversion, onboarding, retention and monetization. We look at the funnel from impression to day-30 and fix the step that leaks the most, then the next one.
Growth
All of the above as one plan. An audit of your listing, funnel and numbers, then a 90-day execution plan we run together with weekly checkpoints.
Story
I started in 2015 doing freelance web and design work alongside a biomedical engineering degree in Tunisia. In 2018 I published my first apps on Google Play and never went back to client work as a main job.
In 2020 I set up instaal in Tallinn to run the portfolio properly: research, build, publish, grow, repeat. A detour into e-commerce taught me paid acquisition the hard way. In 2023 a Google Play suspension took most of the portfolio with it. I rebuilt on new publishing entities and the apps are bigger now than before.
Today I run instaal, a US studio called PixelMachines, and an ASO agency that is the only one I know of that grows its own apps. The consulting is the part where I get to do all of it for someone else's product.
