Mobile Apps101

Discover new customers, engage the ones you have,

and get to know them better

Matt Tanner Digital Producer, Iversoft Solutions

Owner, Firestarter Digital

30% GROWTHOf mobile sessions in

game apps

121% GROWTHOf mobile sessions in

utility & productivity apps

174% GROWTHOf mobile sessions in

lifestyle & shopping apps

What do you need to

get started?

◎First, you need a

Business ObjectiveAn app is an investment, treat it like one.

Who am I targeting?

What do I want them to do?

How do I want them to do it?

"Then, you need a

COntent StrategyYou can’t let your app get stale.

What content am I providing?

Who is responsible for it?

How often should I update it?

#Lastly, you’ll need an

Implementation planMake your app a part of your business.

When should the app go live?

Do I need to change any processes?

How will I promote the app?

◎"#

$

How does your app

get built?

Responsive web Vs Native Apps

Responsive Web Vs Native Apps

Download from app stores

Access offline, without data

Full control over look & feel

More functionality

$10,000 + per platform

Access via web browser

Data/Internet required

Potentially inconsistent

Limited functionality

$5,000 - 20,000

Responsive Web is Good for you if…

Your content is presentational

You’re probably not using e-commerce

Your content benefits from a data connection

You have a limited budget

Your existing website isn’t responsive

A Native App is Good for you If…

Your content is more interactive

You could benefit from in-app hooks or tie-ins

Your business plan uses in-app purchases

You have a bigger budget

Your existing website is responsive

Typical Project Timeline

% $☼ ' (

IDEA STRATEGY DEVELOP CONTENT LAUNCH

)* +,DISCUSS DESIGN MARKETING TESTING

%IDEA

• Who is my audience?

• What problem am I trying to solve?

• How will this app accomplish that?

Answer the big picture questions

◎

DISCUSS

*• How will this app make money?

• How will I finance this project?

• Who should I get to build this app?

• When do I need it delivered by?

Answer the BUSINESS QUESTIONS

STRATEGY

☼• What technology should be used?

• Which features are prioritized?

• What content will drive this app?

• How will the app integrate with my operations?

ANSWER The Project Questions

#

DESIGN

)• Decide how each screen should look

• Source graphics, logos, etc.

• Decide on interactions for each screen/element

BUILD the LOOK & FEEL

DEVELOP

$• Make everything do what it’s supposed to do!

BUILD the FUNCTIONALITY

MARKETING

,• Promote through existing channels

• Get others talking about it

• Reach out to media, if applicable

• Start writing your content (including store descriptions, etc.)

TELL YOUR AUDIENCE ABOUT It

CONTENT

'• Add copy (text), images, video, etc.

• Build a backlog of dynamic content

• Start testing your content with users

PUT A COAT OF PAINT ON IT

"

TESTING

+• Test on as many devices as possible (or relevant)

• Get real user feedback before public launch

• Try to break (and then, fix) as many things as possible

Squash Out the Bugs

LAUNCH

(• Congratulations - your app can now go live!

• Do more user testing! How do they use your app?

• Commit to curating ongoing content

• Start planning immediately for a Phase 2… 3… etc.

Send it on its journey

Successful Project Timeline

% $☼ ' (

IDEA STRATEGY DEVELOP CONTENT LAUNCH

)* +,DISCUSS DESIGN MARKETING TESTING

What to do

After Launch?

Common Problem #1

Users don’t download your aPp “Build it and they will come” doesn’t work

1.2 - 1.3 millionApps on the major stores

Your App

Common Problem #2

Users Don’t Keep Your AppAlways be delivering value

Rete

ntio

n Ra

te (%

)

0

25

50

75

100

Months after download

0 3 6 9 12

App Retention Rates

Source: Flurry Analytics & estimates via Apptentive

94%gone after 6 months

Crashes/bugs

Slow/Unresponsive

Heavy battery usage

Too many ads

0 20 40 60 80

Common Reasons for Uninstalls

Source: Apigee, 2012

Common Problem #3

Your App Doesn’t Make MoneyMonetization model & value delivery are key

Paidmium 4%

Paid 4%

Freemium 92%

MOnetization Models

Source: App Annie, 2013

Common Problem #4

YouR App Doesn’t work Well On…Test & fix, but don’t aim for perfection

Common Problem #5

Your App Is a Pain to MaintainPay to do it right, or pay to do it again and again

@mtanner613

@wemakethatapp

@firestarterdgtl