Steps For Building A Successful App For Your Business.pptx
The Business of Apps: From Core Developer to Premier Success
1. catchy
The Business of Apps
Richard Hurring
The Business of Apps catchy
2. catchy
Catchy is a specialist developer marketing agency, based in Bath
but working with mobile eco system clients all over the world.
The Business of Apps catchy
4. You are building a business,
notan app
The start The fun bit App/Business
Daily question:
Am I moving my business forward?
The Business of Apps catchy
5. What kind of Developer
are you?
There are more than 1 million publishers of apps.
These can no longer all be labelled with the word ‘Developer’
The Business of Apps catchy
6. So what kind of Developer
are you?
Are you
Rovioor Fred?
The Business of Apps catchy
7. The Developer Pyramid
Premier
32% of app
revenue
comes from
the Top 100
Core apps
(Flurry)
Revenue
Tail Distribution
The Business of Apps catchy
8. The Premier
Catchy defines Premier as the developers
and publishers at the top of the pyramid.
Rovio and Zynga are prime examples.
With revenues and downloads in the millions the
rest of the developer community is trying to push
up to this level.
The Business of Apps catchy
9. The Tail.
Catchy defines the Tail as the developers and
publishers at the bottom of the pyramid. The
stereotypical developer, Fred in the Shed.
Probably works full time elsewhere and codes as a
hobby.
Most likely of all groups to be operating at a revenue
level which is below the app poverty line.
The Business of Apps catchy
10. The Core.
Catchy defines the Core as the developers and
publishers in the middle of the range.
Not Rovio or Zynga but not Fred.
Serious about app development, its your sole or primary
source of income, you may be alone or in a team,
but Apps is what you do.
The Business of Apps catchy
12. CoreBusiness
Even in the core, many developers are, from a business
perspective, too focused on coding and beautifying their
‘great idea’
The Business of Apps catchy
13. Publish& Pray
There are well over a thousandapps
published every day – on Google Play alone
it’s at least 3 apps every 5 minutes, all day, every day
Just 20% of paid apps are downloaded
more than 100 times.
That number reduces to 0.2% when looking at more
than 10,000 downloads
Figures from App Annie
The Business of Apps catchy
14. CoreBusiness
Thousands of apps are
delivered to the app store DOA
The Business of Apps catchy
15. What is your business?
The purpose of your any business is to deliver
great user experiences, outcomes and benefits
for the largest ongoing return of revenue against
the investment of time and resource.
How?
The Business of Apps catchy
16. What do users want?
They don’t want your app.
They don’t care about apps, features,
code, or platforms.
Users care about experiences,
outcomes and benefits.
The Business of Apps catchy
17. The VC approach
Do I have
What problem Who has Is this group a unique or
am I solving? this problem? big enough? interesting
benefit set?
How can Is the
cost/benefit Where are
I reach the How will it
gap big these people?
people with make money?
the problem? enough for Devices/platforms?
my users
The Business of Apps catchy
18. Easy 5
Stage process
The Business of Apps catchy
19. Research Extensively
Do your research, is there demand
or are you creating demand.
Test your ideas – ask ‘would you use this’
Find greatideas – App Store Monitoring
(sometimes it’s easier to copy!)
Be an expert.
Go big, have a purpose
The Business of Apps catchy
20. Example – Developer
Economics 2012
Tablets, the mobile web, Windows phone, Facebook
Symbian, Java, Brew
The app review loop
BRIC demand for localised apps
And so on
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21. Figure out the
money diligently
Do this before you start developing.
There are only two options – get paid by users, or get paid by advertisers.
Consider multiple strategies, particularly on different platforms
and in different markets
The Business of Apps catchy
22. Build a great app creatively
Differentiate by design
Get the name right
Design a great app icon
Think Globally
The Business of Apps catchy
23. Market Relentlessly
You must;
Build a great splash page and social sites
Get your title and meta data keywords right (ASO)
Choose the right category
Take great screen shots
Get friendly reviews early
And ask for reviews from users
Give users as many chances to share as possible
Install in app analytics
Sign up for an App Store analytics service
The Business of Apps catchy
24. Market Relentlessly
You should;
Make a promotional video
Write a press release (don’t forget vertical press)
Send promo codes to influencers
You could;
Employ an app marketing agency
Pay for expedited reviews
Run an in app media campaign (sign up for mobile
app tracking if you do)
The Business of Apps catchy
25. Do it all Quickly
And repeat
The Business of Apps catchy
26. Repeat
Don’t just repeat with this app (but do that)
Use your analytics
Repeat the whole process all over again,
including idea generation
The chances of having one breakthrough
success app are slim
Create a portfolio
The Business of Apps catchy
27. Credits
Some friends that helped;
Paul Golding – AlphaPunkpaul@alphapunk.com
Andreas - Vision Mobile andreas@visionmobile.com
The Business of Apps catchy
28. Links
Useful places
www.mobileapptracking.com - Track conversion rates
www.bootstrappingdesign.com - DIY design bible
www.developereconomics.com - Industry insight
www.alphapunk.com - Design and all things mobile
www.businessmodelalchemist.com - Business models
www.appcod.es - ASO tools
www.mobiledevhq.com - ASO tools
www.guidetotheappgalaxy.com - App business
www.visionmobile.com - Insight
The Business of Apps catchy
29. Thank you
The Business of Apps
Richard Hurring
richard@catchyagency.com
@richardhurring
+447831114131
The Business of Apps catchy
Notas del editor
Richard – worked in mobile for almost 25 years, Vodafone, early mobile marketing, Verizon, Marvellous, big brands etc etc
If you take nothing else from this whole session, remember this, every day. Coding itself is just one part of the process. An important part of course but just a part, there’s an awful lot of work before and after the coding bit.
First thing, let’s consider the word developer. The cliché stereotype developer does still exist of course but more often this notion is outdated
The two extremes of the developer range. By the way, all thorough this talk I will make no distinction between games and app developers.
No surprises but for perspective the Top 100 is way under 1% of all apps but there is some evidence that the middle is fattening. But we know that one in three mobile app developers lives below the app poverty line.
So these guys are the top of the tree, but my focus is not there.
The hobbyists, community builders, code junkies, I’m interested in them because they feed the core but they often do it accidentally. I’m interested in people setting out to build a business.
The middle class, the silent majority.
This is the group I am addressing.
Not enough time, effort and thought goes into researching the idea, testing the market, figuring out the money and marketing the app
With these kind of numbers its incredibly difficult to cut through the noise. It’s little wonder that:
Dead on Arrival. They never stood a chance. So how can we prevent that?
A standard ROI statement. Lets consider first what users want and just as importantly, what users don’t want.
So we need to build a business that satisfies what users want in return for maximum cash.How do we do that and how do we know what they want?
If you were going to approach a vc or investor this is the sort of planning you would have to do. How many developers in the core have planned this carefully BEFORE starting to code? (shopping list example)
Make it more simple. Research/Test – Money – Build – Market – Repeat. Crucially this is absolutely not a LINEAR process. All of the activities can be happening at the same time. (with the possible exception of coding)
Search for apps like yours in the store. If yes what makes yours different (and are they successful) If not why not, is there demand? Constantly keep on top of app and social trends. Don’t do things for hobby, ‘oh I’m just figuring out responsive design etc. Success formula = (hard work + ability) x purpose. (passion) People saying No to your question is not because they don’t get it
A read through this document could have highlighted all of these opportunities for you. They obviously all need further investigation but being an expert gives you a head start. Do you check and question or do you just carry on coding your iOS app. In my case the report re-affirmed the decision to focus our business totally on developer marketing.
Actually there are more than two core options – you could use your app to sell real world goods (Dominoes for example doesn’t monetise its app as such) or you could be paid to develop the app by a brand or third party. Plus partners or affiliates, product placement handset makers for pre-install. Plus We know of course there are maybe a dozen different combinations but first it boils down to ads or paid. In app purchasing the current hot option. (70%)
There is so much information on this bit I am only going to touch on it lightly where I think it relates to the business of apps. Clean uncluttered design is a must, less almost always is more.A funky name is cool, if you can get it out there, a functional name is not so cool but is more likely to be found by search. What is your app for?The app icon is so much more important than people realise. Apple will not feature etc. Stand out on device and so on.When designing think about how your app will work in other markets, allow for translated text stretch for example.
This is the minimum you should do for all apps you build. mostly obvious but this or something similar should be a check list for you, do them all.
I once worked with a guy who claimed never to have missed a deadline or overspent on a project. How? When the deadline came, he shipped. When he ran out of money, he shipped. A little extreme perhaps but I’m sure you are all familiar with the Lean Start Up principles. If not, become so. If you are, start living it.
Test the assumptions you made initially, A/B test your marketing and monetization options, use your Analytics, use your analytics
Paul has forgotten more about mobile than most of us will ever know.Andreas knows everyone and everything.
Some of these I’ve mentioned during the talk, others are just useful resources.