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  • 1. Nathan Mellor CritterMap Software LLCSignup for links at http://eepurl.com/d9tZj
  • 2. Agenda Motivations:  About you  About me Mindset for success Seven steps to make more money
  • 3. “I heard about some high school kid thatwrote an app in a weekend and is now amillionaire”
  • 4. Is this you?(licensed from Dilbert.com)
  • 5. About me - 2009 Worked for a major printer manufacturer for 12 years Feb 2009: “routine” meeting with boss Downsizing announced New house, new mortgage. March 27: Last day at work March 28th: Third child born April 2009: “Outplacement” counseling
  • 6. What should I do?Get a new “real” jobDo contractingConsultingMy true passion:“Become a successful online business owner”.
  • 7. Nathan in 2010 Reeducation through the Trade ACT  Enrolled in University of San Francisco’s Internet Marketing program Developing an app on a new operating system called Android  First launched to the market June 2010.  Started at about 5 sales a day; I was aiming for ~56. Paid zero taxes AND got a refund.
  • 8. Nathan in 2011 Saw app rise to the top of the “Travel and Local” category paid apps in January. (Took a screenshot) App featured in Android Market in July 2011 In December, survived a competitive threat from a publicly traded company that wanted me out of business Paid taxes
  • 9. Nathan in 2012 Still just one app – but it is a fulltime endeavor Making some revenue through in app purchases Still haven’t taken a “real” job.
  • 10. No, it’s not just visualizing yourself surrounded by money.
  • 11. Which person do you want to be?
  • 12. What is he worried about? •Ideas •Research •Development •Quality •Publishing •Tech Support •Marketing •Improvements •Content creation •Business Deals
  • 13. Your Biggest Obstacle to Success. True or False? Since your time is free, you can save a lot of money/overhead by doing most everything yourself.
  • 14. Your Biggest Obstacle to Success. Myth: Since your time is free, you can save a lot of money/overhead by doing most everything yourself.Fact: Your time is probably your biggest expense, therefore, anything you *do not* do yourself will likely save you money.
  • 15. What is your time truly worth? What if you have a day job? My house What if you don’t have any income? In December 2010, I got a call Easy commute from several recruiters The job was not in San Francisco. The job was not in Portland Nice Android It was three miles away. Job I wasn’t available. . . Columbia River
  • 16. So... do you need an office buildingand some venture capital?
  • 17. What if you’re just a guy in acorner office with a view?
  • 18. CollegeIs this spam? Educated, English Speaking, Industrious people are *anxious* to work for you for $2.50 an hour. Meh?
  • 19. Hiring People For the small businessman, usually means outsourcing Is it easier to:  Get a contract from a spec and get competitive bids? (ie elance,Odesk,etc)  Hire a part time freelancer? (ie Odesk,etc)  OR  Hire someone fulltime? What would you have them do?
  • 20. What could you hire someone todo? Eugie  Rogelone  Tech support  Graphics specialist  Help Guides  Icons Jaimie, Hashir  Experienced Android  Layouts Developers  Video production Daniel  Zoraya  Intern  Content writer  Tools and server programming  Article Marketer Jennifer Joyce  Beginning Android Developer  Armae TBH  Linkbuilder  QA  Enrico  GIS Specialist
  • 21. Let’s start with a graphics person You want to look for vector graphics Everyone in the Philippines takes Photoshop in college; look for Illustrator, others Other skills: video production, 3D, css They can learn  Android icon standards  Patch 9 files  Prototype layouts Have them send you an email report each day Pay them via Paypal mass pay
  • 22. OnlineJobs.ph About $325/month Adobe Illustrator Video Animations
  • 23. Project Management: BaseCamp
  • 24. Starts with an audienceWho are the potential customers?What are they looking for?
  • 25. What do they buy now?Ex: Garmin’s outdoor/fitness division had sales of$400 million last year
  • 26. Marketing funnel for Android Apps Android Activations 500,000 per dayAUDIENCE Potentially interested in outdoor (1%?) 5000(target market) navigation on a phonePROSPECT Know about your app (from ??? Market Listing Market listing/website) ~600 websiteLEAD Have tried your free app 800CUSTOMER Have paid for something (paid 100 app, in app purchase)EVANGELIST Will recommend your app, rate, 5 and shareLOYALIST Will buy more stuff from you 3 (other apps, in app purchase)
  • 27. What about assessingcompetition? Should you search the Android Market? Dangers lurk . . .
  • 28. Crushing your dreams . . .  What should Dilbert do?
  • 29. My Perspective In November 2009, apps had 255 char descriptions and search was very primitive. From my narrow perspective,  Windows Mobile was on its way out; iPhone was big, Android was a rising star  iPhone had five or so apps that did what I wanted to do  Android had zero (or so I thought) Static analysis is insufficient  By the time of release, there were three, including one publicly traded company (or so I thought)  Now? Maybe 500. Some are free. Some are Open Source
  • 30. What to do? Make up your mind that you *will* ship a product. Look for positive examples in your target market.
  • 31. The Top Grossing Apps  Look in the top 200  Emulate success!  See what is similar or parallels
  • 32. You will probably do this.It is cost effective.
  • 33. The Funnel in Action Get Found in Get Found in a search a list Click Install through Buy! App to details
  • 34. Lists Featured Top Paid Top Free Top Grossing Trending Categories  Featured  Top Paid  Top Free  Top Grossing  Trending
  • 35. Sources of Downloads- Sept-Oct Downloads5000450040003500300025002000 15001000 500 0 Downloads
  • 36. Do you want to be at the top?Factors (search, list) Total number of downloads/sales Recent number of downloads/sales Active Install Percentage Number of ratings Average rating Number of comments Keywords in Title Keywords in description –front loaded.
  • 37. Search ResultWhat will get them to click through?•App Icon•Star Rating•Title (branded vs keyword)•Company name•On web: •Two sentences of description •Number of comments (1028) •Category
  • 38. Getting an install: what do they seeWeb Market Phone Market Promotional Image  Screen Shots Screen shots  One paragraph of description Youtube Video (promotional)  What’s new One paragraph of description  Rating breakdown Rating breakdown  3 reviews 3 reviews
  • 39. Android Market Image (inside tips) Aesthetic guidelines  1024x500px  No white backgrounds  No basic advertisements  No obvious screen shots of the App in use  Must be eye catching; vivid yet understated  Text Requirements: Branding, App Name, Tagline (optional) – if the promotion is around a specific holiday or event, that can be reflected in the imagery as well
  • 40. Comment myths and facts: true orfalse? A free app will naturally get better ratings and reviews, because user expectations are lower. A good app can reasonably avoid getting negative comments. If you make fixes and improvements, users will come back to update their rating. Users can easily see past three recent comments from people who obviously have an attitude problem. Anyone who finds fault with your app must have unrealistic expectations or a defective world view. You can get good comments by getting the “right” people to comment.
  • 41. Comment myths and facts: true orfalse? A free app will naturally get better ratings and reviews, because user expectations are lower. FALSE A good app can reasonably avoid getting negative comments. FALSE If you make fixes and improvements, users will come back to update their rating. FALSE Users can easily see past three recent comments from people who obviously have an attitude problem. FALSE Anyone who finds fault with your app must have unrealistic expectations or a defective world view. TRUE. You can get good comments by getting the “right” people to comment. TRUE
  • 42. How perspective changes:remember the target market Maps slow, ugly, and out  Better than a $400 piece of date of hardware! Other apps better and  Best maps for the free outdoors Eats battery  Saved my friend’s life!
  • 43. What about alternative App Stores I get an email every day about a new one. Mostly a waste of time. Amazon gets about 2% of my sales on Android Market. Most are much less than that.
  • 44. How can you engage the rightpeople? Have a weekly email newsletter. Subscribe users of your app Can use autoresponders MailChimp example
  • 45. What can you cover in a weeklynewsletter? New features you just put out Response to comments in the Market News and topics of interest for your target customer Ask users to take action:  Leave a comment in the Market  Respond to an important survey  See and comment on your YouTube Video  Like your fan page on Facebook  Etc. It also serves as a reminder to buy.
  • 46. Mailchimp Newsletter Report
  • 47. Other ways to interact Social Media  Facebook  Twitter In app messages  AppsFire, others
  • 48. How does a helpdesk make youmoney?Without With 5000 support requests a year  5000 support requests a year. 10 minutes average to handle  1 min to handle each one each one.  Hire someone to handle at About 20 full time weeks. least half of them Once you have 2.5 apps, you  About 1 full time week won’t be doing anything but answering email
  • 49. Zendesk
  • 50. What can you do with a helpdesk? The most common question: “I got a new phone / rebuilt my old one. How do I get my app back?” Can you:  Have a page about a common task – with pictures  Send the ten most common answers in the autoresponse  Have macros that answer those common questions and insert links to those pages.
  • 51. Simplified
  • 52. Web page marketing
  • 53. Keyword Research A keyword is generally a multi word phrase You want keywords that:  Are RELEVANT to your product  Have lots of TRAFFIC  Are ATTAINABLE.
  • 54. Example: Traffic
  • 55. Attainable: The Top Ten Do any spammers contact you and tell you they can get you into the *second* page of Google?
  • 56. An Optimized Page .. Mentions the phrase (ie Android Topo Maps)  In the url  In the <title> tag  In the <meta Description> tag  In an <h1> tag  In the first sentence  In the first sentence of the last paragraph  2-3 times in between the first and last parag Has about 250-750 words (ave 500). That’s all!
  • 57. Getting links The most creative part of  How can you get them? internet marketing  Article Marketing The best links:  Social Media  Have keywords in the  Guest blogging link (anchor text)  Get app reviews  Are from “important”  Press Release websites  Directories  Are from relevant  Look for what links your websites competitor has  Have traffic
  • 58. Check Results (Google webmastertools)
  • 59. Rinse and Repeat Establish a blog with wordpress Add a post every day Get some links At the end of a year, you will have 200+ keywords in the first page of Google.
  • 60. YouTube
  • 61. How can you make videos?  IPEVO 2  Webcam on a stick  Made for imaging documents.
  • 62. How else can you make videos?  Screencastomatic  Emulator Screencast  Stock photos  Slide shows.  Parody of Hitler movie – new subtitles  3D After Effects rendering  Cartoon from xtranormal
  • 63. How to optimize them URL
  • 64. Get views and traffic YouTube is a social network. Get your newsletter subscribers to watch and comment Find friends Find subscribers Consider tools like TubeToolbox.
  • 65. Benefits include: Blended search Embedding in other websites.
  • 66. Tube ToolBox •Find similar videos and interested users by keyword •Collect them into lists •Send them a video you made •Invite them to comment or friend.
  • 67. What and how often? Videos can:  How often?  Be instructional for your  Once a week would not product. be overkill.  Discuss concepts related to your product  Be fun They should always:  Target keywords
  • 68. Action items for you . . . Hire someone. Figure out your marketing funnel Optimize for keyword search in Android Market Start an email newsletter Encourage the right people to comment and buy Start a HelpDesk Write and link up one web page a day Create and promote a video every week Use some helpful tools To get links, go to: http://eepurl.com/d9tZj