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
What should I do?Get a new “real” jobDo contractingConsultingMy true passion:“Become a successful online business owner”.
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.
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
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.
No, it’s not just visualizing yourself surrounded by money.
What is he worried about? •Ideas •Research •Development •Quality •Publishing •Tech Support •Marketing •Improvements •Content creation •Business Deals
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.
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.
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
So... do you need an office buildingand some venture capital?
What if you’re just a guy in acorner office with a view?
CollegeIs this spam? Educated, English Speaking, Industrious people are *anxious* to work for you for $2.50 an hour. Meh?
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?
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
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
OnlineJobs.ph About $325/month Adobe Illustrator Video Animations
Starts with an audienceWho are the potential customers?What are they looking for?
What do they buy now?Ex: Garmin’s outdoor/fitness division had sales of$400 million last year
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)
What about assessingcompetition? Should you search the Android Market? Dangers lurk . . .
Crushing your dreams . . . What should Dilbert do?
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
What to do? Make up your mind that you *will* ship a product. Look for positive examples in your target market.
The Top Grossing Apps Look in the top 200 Emulate success! See what is similar or parallels
You will probably do this.It is cost effective.
The Funnel in Action Get Found in Get Found in a search a list Click Install through Buy! App to details
Lists Featured Top Paid Top Free Top Grossing Trending Categories Featured Top Paid Top Free Top Grossing Trending
Sources of Downloads- Sept-Oct Downloads5000450040003500300025002000 15001000 500 0 Downloads
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.
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
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
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
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.
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
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!
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.
How can you engage the rightpeople? Have a weekly email newsletter. Subscribe users of your app Can use autoresponders MailChimp example
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.
Other ways to interact Social Media Facebook Twitter In app messages AppsFire, others
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
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.
Attainable: The Top Ten Do any spammers contact you and tell you they can get you into the *second* page of Google?
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!
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
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.
Benefits include: Blended search Embedding in other websites.
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.
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
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