Build versus buy for MarTech

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/