“Mobile app startup without a matured strategy is like creating a film without background score.”
The strategy depends on several factors: your concept, your target people, region and business model. Undoubtedly, a marketing strategy must be highly specific in every separate case.
Nevertheless, there are few universal things important for each venture. Many of smart investors have already achieved the feat in the market and receiving handsome returns on their investment.
Now, thinking about the investment in the app venture and optimistic to see some fortunes in the evergrowing mobile app market.
“In 2015, An Australian restaurant directory platform Urbanspoon was acquired by Zomato”
Many experienced investors have noticed the mobile app market maturity. They have analyzed the successful apps in the market with great return on investment.
The Shape of App Market
Just like any other product, mobile apps have their lifecycle. It begins with the concept of the business. The designing, planning, and programming of the app are the stages of its manufacturing in the mobile app factory.
Testing and quality assurance are stages for quality keeping measures and submission in the app store or publishing directly in the market are product (produced) release steps.
Marketing stage of the mobile app product begins with the development stage and various marketing techniques if implemented righteously can yield greater ROI.
How to Get Started
App making is not like building a house, it is affected by various things like changing Technology, new devices, target people & competitive market.
No startup in the world has gained success without an investment, so founders of the project have to pitch the investors for seed funding. Y Combinator is an example of investment firm specialised in seed funding or early stage investment in mobile apps.
Now, without a working app, it is hard to convince investors so better you get POC (Proof of Concept) developed. You can develop a first version with all potential features by finding an
experienced mobile development company.
If you think that, you can allocate a big fund for the development and marketing and handover all tensions to a mobile app development company as well as a marketing team; you might prove
yourself absolutely wrong at this juncture.
What is Your Role
You need to play an active role of the business entrepreneur, as it starts from Finance to Company Establishment to Operations in normal circumstances, here it begins from Concept to Development to Deployment to Maintenance & Support.
Hence, you have to find a development partner who can provide turnkey solutions for development till deployment & regular maintenance. Finding development partner is not about hiring a freelance firm but a development team consists of
- Market Researcher
- Business Analyst
- Project Lead
- Tech Lead
- Front End Developers
- Cloud Developers
- QA Team
- Social Media Marketer
Now, simply guess that you are playing multiple roles as an app startup or need to accumulate a team of professionals mentioned above. Could you invest in hiring them as an in-house team?
Perhaps it is never because it is not feasible for most of the startups, particularly for a startup with crunched budget. Now, the question is that what to do in due course.
“According to one article of entrepreneur.com it is stated that in 2014 salaries of App developers in United States are increased from $90k to $100k per annum.”
Therefore, many investors and founders tied with development partners in countries like India to get quality output at affordable cost and companies like Perception System has been the development partner for founders and investors from different time zones.
Depending on your startup, hiring one developer is not going to fulfill your dream as great apps can be delivered by a team as a whole. Hence, you should select an agile team who can work on one common goal.
After having perfect team you can easily focus on a common goal to take the project on defined target.
1. Mobile App Idea Generation and Market Research
Feel the Market opportunity & Concept Backing
It is good if you have own an app idea, otherwise take the next step of research and reach at some fruitful conclusion with the help of the idea generation team. Advanced app consultants help you through various techniques such as mind mapping and lean ideation after brainstorming on several ideas and some practical experiments in the market.
Once you reach an idea, follow a process:
- Palpate the market for your concept
- Decide what significantly adached with people for your app idea
- Push your idea further and note the feedback
- If signals are strong enough, take the app idea to the next level
- Place the idea on the table and discuss the challenges as well as risk factors associated with it
Thus, an experienced team of consultants can help you to go scientifically.
#2: Concept Backing
Now, it is time to iterate the app concept with your team of researchers, business analysts, app designers, app developers, and most importantly app marketers.
If your app play has enough originality, you have ‘half done’. It is because the market never likes cookie cutter ideas and products to buy or use again-and-again. However, 100% originality in the app play and app idea as a whole is a nightmare in the heap of apps in the market with enough diversity.
If you look at the Success Story of Candy Crush, you may get some clues regarding the app concepts. For instance, Candy Crush revived the old idea of gems puzzle and give a new touch to put originality.
Perfection in the App Design & Interactions:
Therefore, it has put much emphasis over the perfection by keeping the originality at bay. Candy Crush has put much stress over the game’s user experience, made it intuitive and highly engaging.
The next lesson from the Candy Crush is its multi-platforms functionality with a ‘break time’ game
concept. Therefore, addictive game players cannot finish it within a day in a single sitting. Candy
Crush offers limited numbers of lives for a player in a day, so the player has to wait for the next day.
Understanding of Audience:
The most interesting part of the success story secret of Candy Crush is the understanding of the app
audience. The game strategies seemingly had an understanding of three types of game players.
- Minnow users
- Dolphin users
- Whale users
Minnow users inherently don’t believe in any app-purchase. Candy Crush is leveraging their preferences by bringing them into the competitions to excite others, such as Dolphin users and Whale users to play much.
For Dolphin users, CC is offering some permanent features for the limited purchase and show them the way of success.
CC makes them a winner, as they are scrappy to win anyhow and at any cost. Thus, they take
benefits of in-app purchase fully.
#3: Targeting Board
Understanding of the behavior and app, user preferences of your target audience is not enough at all.
Your app strategy team should have enough data about your audience, including the culture of the audience, locations/regions/countries of the target audience, and mobile devices they are used in most cases.
Therefore, it is mandatory to embed yourself with the ecosystem of the target audience and put your legs into their saddles can yield definite success for your app startup in the long run.
In many countries, red color is the sign of sorrow and in some countries like china red color for peace. So, based on your audience location and language your app design has to meet the user’s mindset.
#4: Selection of the Best Development Technologies
Generally, mobile app development technologies fall into two main categories:
When you are planning a high end features and slick user interface, then Native technology is one you should go with. In a nutshell, Native development is done with the tools and languages developed by OS manufacturers themselves and the language directly deals with the UI controls. This is the reason behind high performance of apps.
When you want a directory kind of app like OLX or Zomato then you can go with cross platform tools like Xamarin. The main benefit of cross platforms is 40%. reduction in your cost and time. As native app gives high performance and cross platform apps have requires a bridge of code to deal with native UI control therefore performance is not like a native.
#5: Selection of Mobile App Development Resources
The selection of mobile app development team and infrastructure is vital if you want to see great ROI at the end.
It has seen that only highly successful and establish app entrepreneurs are investing at such big scale while most of the app startups or app entrepreneurs refrain from it and prefer to outsource the work.
The main concerns in the mobile app development are:
- UI designing
- UX development
- Scalable Code
If you carefully examine the app development portfolio of the company, it may prove the best bet for you to make the right selection of the mobile app development team for you if you are going to hire mobile app developer packages.
#6: Selection of Mobile App Revenue Model
Perhaps monetization is the most vital aspect for any app startup so need special attentions according to the contexts of the app entrepreneur. User engagement of the app is finally the greatest revenue for any app.
At present, following revenue models are prevailing in the app martket.
- Subscription model for content & SAAS
- Freemium model
- In-app purchase model
- Advertising model
- CPI (Cost per Install) model
- Sponsorship model
- Magic revenue model
Subscription Model for content & SAAS
This model is working as the best for the media apps, books, and magazines. It simulates the real- world print copy selling revenue model in the digital Internet world.
If you are creating a software as a service platform, then this model is also the recommended one after offering user with a trial version.
For free or pro version, developers include limited features and functionality, and tempt the users to spend on the full version of the mobile app.
In-app Purchase Model
In this model, the freemium app offers an opportunity for the users to purchase virtual goods or anything again-and-again.
If you are creating a voice chat app, or social app like Tinder then also this is the best model to
Advertising or In-app Ads Model
It is the lowest performing revenue model for mobile apps as the earning with ads display is
uncertain and very low compared to other revenue sources.
CPI (Cost per Install) Model
Today, CPI Ads is giving great returns and Facebook’s revenue figures support it. In-app Advertise
network, the CPI Ad model is residing on the top in terms of revenue earning, and game apps are a
favorite niche for it.
Instead of showing any ad from any company in your mobile app, the collaboration with a single
company or a group, you can assure good returns with long-term benefits.
Combination of the Revenue Models
In several app categories, a combination of more than one revenue model is possible, and creativity
of developers as well as marketers can help you to streamline your revenue from your app startups.
Fortunately, the team of Perception System has helped many app startups to see decent ROI with
extensive research and creativity in the implementation of revenue models or monetization tricks.
App with regular updates gain attention of users buying new features or renew the existing one.
50% of the successful apps are updated once in a month.
#7: Marketing & Promotion
For the technology product, the general perception is that when products are sound on tech aspects, it automatically gains the attention of the consumers. Unfortunately, it is a misconception.
For instance, in the case of Everpix, a photo storage product had developed an outstanding product technically, which was capable of overturning the established brands like Dropbox and Flickr.
However, Everpix committed a big mistake, and it was devoid of marketing funds, so it has to face the failure at an earlier stage and face off with the pace of time. If you want to spend your hard- earned money or a big chunk of your investment on app marketing, there are some pithy lessons for the app startups here.
Find Out the Popular Discovery Methods:
App market researchers have found out the most popular mobile app discovery methods and those
- Mobile app marketplaces
- Words of mouth or viral methods like family and friends by F2F ways
- Social media
- On the web by organic ways
- Mobile advertisements in Admob
- Offline gimmicks and email marketing
- Multimedia content promotions
- Online reviews
If you believe that one or two methods are sufficient to climb the ladder of success, it would be your mistake. The success on the mobile app market depends on the multifaceted approaches by applying the major discovery methods in a sequence.
Let’s see how it could be in a standard case.
At the initial stage, you have to prepare for app store optimization and SEO. You can, begin it by
giving your app an optimized name, which may represent its purpose as well as can give some good
keywords to optimize the title, description, and relevant content in the app store, as well as on the web through creating landing pages or a mini website.
This step also involves the selection of a right category, alluring app icons for branding, and taking sumptuous screenshots.
At this stage, you can prepare for the next marketing exercises by making your app release date viral and promoting it through your landing page as well as other organic and paid methods including
advertisement in print as well as digital media.
Publishing app screenshots, preparing videos, inviting celebrities, and other marketing gimmicks at a limited level enable app startups to create the prelaunch buzz in the market and resulting high rates
of the download.
After launch, you should sign up for the analytics app or services to track the fate of the app in the app store and the hands of the end-users. Flurry, Mixpanel, and Google Analytics can help in this
App stores and on the web, app reviews and rating matter more, as the app store algorithm considers reviews and ratings as the ranking parameters. Therefore, you should run a special campaign to obtain good reviews and rating as well as apply reputation management techniques if anything goes wrong.
If any app startup or marketing company wish to stay on the top of the performance chart, only
organic and traditional marketing tactics are not enough at all. The allocation of some budget is
mandatory for the paid campaign like online ads, in-app ads, and many other contemporary methods.
Also, you may like your app not being copied by others and this can be done patenting the app design and concept in your country.
#8: Mobile App KPIs for Success & ROI
Now, you are investing a big chunk of the amount of time and money in the designing, development, and marketing of the mobile app for an app idea and expect sure success in the market.
You should have some definite parameters to measure your success and these parameters of success
are called in-app KPIs that you can track and determine success.
There are a number of KIPs to measure, but we can classified them into some comprehensive metrics such as:
- Performance Metrics
- Engagement Metrics
- Revenue Metrics
- Interest Metrics
- Performance Metrics
After downloading the mobile app, users may use it or discard it, and it partially depends on the app performance on the particular device.
“if you can’t measure something, you can’t manage it” – proverb
Usual performance metrics are:
- Load time
- Low response and so on
The best way to know such issue is to explore the reviews and feedback from actual users in app
stores as well as on the review or rating sites on the web.
After installations, if the app is keeping the users equally engage, it assures the app success.
Engagement metrics are of two types: keeping engage for a duration and the frequency that app has
used by the same users.
For an instance, if your app is used for a week or month at regular intervals or on a daily basis, your app engagement is great.
It is the most critical KPI that determines the conversions and ROI like monetization parameters. Revenue can stream from the different sources such as a number of downloads, app purchase, in-app purchase, ads, and subscription.
If you keep the trending data and conclude the user behavior, your chances may high to secure good
ROI at the end.
It has greatly varied from app to app and depends on the app types. Many existing analytics tools to determine the satisfaction rate of the app by measuring the interest metrics such as duration of engagement, frequency of usages, and so on.
Once you have data pertaining to the success KIPs, you can take required actions as informedapp startups and mitigate the issues creating obstacles in the way of great and positive ROI. Of course, your active involvements with your marketing team can make much difference in this regard.
There are no such predefined factors which can lead you to successful mobile app launch. But a
matured mobile app startup strategy begins with the app ideas, concept and require research on the target audience and concept backing, before pushing it to the designing and development processes.
Before any development initiative, the selection of app development technologies, platforms, and development resources are vital to determine app startup success.
Banking on the offshore or external resources like Perception System can assure your app startup success by acting at multiple levels.
Of course, your active involvement can boost the app ROI with the endeavors of the development
partner company and may push you to achieve good ROI at the end.