David had an idea for an iPhone app called iSoBusy that simulates phone calls to help people escape awkward social situations. He worked with his friend John to develop the app. After overcoming rejections from Apple's app review and doing extensive marketing, their app was released and began earning them sales and profits. They now want to take the app to the next level by adding in-app purchases, using advertising networks, and expanding it globally to increase its user base and revenues further.

1. An iPhone App Story Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

2. As told by John W. Stout* *Founder of Stout Systems & Stout Tech Talent. 25 years as an executive, software developer, project manager, author, industry speaker… and story teller. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

3. David* had a problem. *Branding expert and noted author David Brier of DBD International. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

4. His friends complained about… Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

5. BORING MEETINGS Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

6. DULL DATES Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

7. AND UNCOMFORTABLE SOCIAL SITUATIONS Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

8. AND UNCOMFORTABLE SOCIAL SITUATIONS Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

9. He called his friend John who is in the software business. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

10. “What can be done?” he asked. “Can technology help my friends?” Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

11. “Yes,” said John. “Their phones could save them! And we make iPhone apps!” Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

12. “We’ll create a fake phone call app and save your friends from their dilemmas!” Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

13. However, market research found many “fake call” apps out there already. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

14. But these apps sucked! Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

15. So David and John thought of a better idea: a fake phone call app that didn’t suck! Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

16. And iSoBusy was born. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

17. They got a Developer’s License. (Wow, Apple gets 30%!) Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

18. They made a project plan and did design work. iSoBusy simulates phone conversations using pre-recorded funny voices. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

19. David and John laughed and laughed. “People will love this!” they said. HEEHEEHEE HEEHEEHEE And there are 20+ million iPhone users. Surely they’llall need this app. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

20. They got John’s techies to work on it. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

21. Then one fine day iSoBusy was done. Excitedly, they submitted it to Apple! Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

22. And they waited. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

23. And waited. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

24. Some time later, a No-name person from Apple responded. No-name said the app didn’t conform to Apple’s standards. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

25. But No-name did not say what standards. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

26. So the techies had to figure it out. And they did. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

27. At last Apple accepted iSoBusy. The app was released to the world! Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

28. So David and John waited for the royalties to roll in. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

29. And they waited. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

30. “Hmm. Don’t we need some iTunes Store reviews?” they wondered. They got their friends and friends of friends to download the app and write reviews. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

31. So David and John waited for the royalties to roll in. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

32. And they waited. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

33. “Hmm. How do we let the world know iSoBusy is there?” Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

34. David knows marketing, so he got oh-so-busy. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

35. He looked at other silly apps. The #1 iPhone app was also a silly app.* *Technically, a flatulence simulator but this is a family presentation so the app name is censored. Surely this other silly app was created by a couple of friends on a lark. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

36. Except it wasn’t. It was created by a social media expert, best-selling author and marketed by a real marketing firm. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

37. “Wow. Maybe we need to make a serious marketing effort.” So they got to work. “BUY !” Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

38. They contacted app review sites, bloggers and YouTubers and got reviewed. They issued press releases to PRWeb, local media and Automation Alley and got press. Then the sales began. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

39. Now David and John want to take iSoBusy to the next level. How? Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

40. 1. HAVE A LITE VERSION AND A PAID VERSION OF THE APP. Why? It will introduce many more users to the app. Real-life example: iShoot was dead in the water until the free version was released. 10 days later it knocked the flatulence simulator from the #1 spot! Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

41. 2. USE AD NETWORKS. Why? They drive more users to the app. Our research recommends: ADMOB – a service with an iPhone focus, a download tracker utility and low rates. MILLENNIAL MEDIA - a growing company that has high traffic and low rates. QUATTRO - a leading mobile advertising company with a global reach. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

42. 3. GO GLOBAL! Why? As much as 50% of app sales come from outside the USA. This is too big to be ignored. We can localize the app and boost sales. Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.

43. THE END?! Stay tuned for Copyright © 2010 Stout Systems Development, Inc. All Rights Reserved.