Growth, experiments, and startups with Hannah Parvaz
Mar 27, 2021
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Hannah Parvaz, an expert in growth strategies for startups, shares her insights on personal passions merging with professional goals, like her dream of establishing an animal rescue sanctuary. She discusses the importance of collaboration in digital advertising and the challenges posed by iOS 14 updates for Facebook ads. Parvaz also dives into mobile app development trends shaped by the pandemic and the psychological aspects of user behavior in marketing. Her commitment to continuous learning and community mentorship highlights her dynamic approach to growth.
Hannah Parvaz emphasizes the importance of pursuing mission-driven projects like animal rescue, aligning personal passions with community needs.
She discusses Curio's challenges in user acquisition and adapting marketing strategies amidst competitive pressures and changing privacy policies.
Deep dives
Exploring Passion Projects
Chana Parvaz expresses a desire to open an animal rescue center, emphasizing the importance of having a mission-driven project that aligns with personal passions. She believes that too much focus on a hobby can diminish the enjoyment it brings, yet she finds joy in learning about animal rescues. This consideration of a future endeavor reflects her commitment to giving back and supporting those in need, particularly animals suffering from trauma. Although currently based in London, she envisions her sanctuary potentially located in Spain, indicating a thoughtful approach to her ambitions.
Navigating Growth Challenges
Parvaz shares insights on the major challenges faced at Curio, especially around user acquisition through Facebook ads during a competitive season. The company struggled with plateauing revenue, complicated by external factors such as Black Friday and the holiday season. To counteract these issues, the team focused on innovative creative strategies and cross-functional implementation, including setting up campaigns to target users with special offers. This extensive communication and alignment within the team allowed Curio to successfully adapt and improve their marketing tactics.
App Ecosystem Insights
Parvaz highlights the unique opportunities and challenges presented by the app ecosystem, identifying 'stories listened to' as a critical KPI for measuring user engagement and satisfaction. She appreciates the fast-paced environment of digital products and enjoys collaborating with developers to bring customer-driven features to life. Parvaz also addresses the complications introduced by recent changes in iOS privacy policies, which require adjustments in marketing strategies for app promotion. By utilizing data from various acquisition sources, she emphasizes the importance of understanding user behavior to optimize efforts more effectively.