Hi, I’m Tom

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I work with founders and companies to turn app ideas into successful business models and to scale them in a focused and sustainable way. Building an app is easy today. Getting users to pay for it is not.​

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I was responsible for the App Store business across Germany, Austria, and Switzerland as it evolved into one of Apple’s most important revenue streams. Before that, I led marketing for iTunes in Central Europe. This combination of marketing expertise and deep App Store insight continues to shape how I work today. Prior to Apple, I built strategic partnerships for studiVZ, schülerVZ, and meinVZ - back when people were still “gruscheling.” Do you remember? 🙂

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As Head of the App Store, a core part of my role was helping successful apps become even more successful - and identifying and supporting promising startups at an early stage. Working closely with some of the best apps taught me what is almost always the decisive success factor: clarity. A clear value proposition, a simple user journey, and the ability to consistently reduce complexity.

 

After more than ten years at Apple, I decided to share this experience as an independent sparring partner. Today, I support founders and companies in turning complexity into clarity and users into paying customers. I deliberately avoid standard playbooks or short-term growth hacks, focusing instead, step by step, on the most impactful levers for sustainable growth.

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I’m particularly drawn to apps that make people smarter, healthier, or happier. I think less in terms of code and features, and more in terms of value propositions and willingness to pay. My strength lies in identifying patterns in user journeys, simplifying them, and working with my clients to develop solutions that don’t just sound good, but actually work.​