Building Dream Over a Simple Concept
Bess Ho
UI & iPhone Developer
iPhoneBiz Meetup
June 23, 2009
Santa Clara CA

UI Developer / Architect
Spock Bess
Half Vulcan Half Developer
Half Human Half Designer
Pointed Ears Pointed Eyes
“I am a Developer, Not a Designer”

+ Mobile
10+ Web
Architect
UI Developer
+ Payment Experience
Web + Mobile
Consumer
+ Adobe Technology
One-Girl-Shop
Bootstrap
Female Power + Google Platforms & APIs
+ Social Network experience

1st / 2nd App
Sound Tricroder & Doctor Tricorder
1st iPhone SDK
Trekkie from TV to Movies
Star Trek Movie Release in May
Loyal Star Trek Fans Worldwide
Tricorders in App Store Suck
Poor Interface
Old Generation Tricorder
Few Low-quality Sound
Barely Any Animations
Entertainment Only

My Story
When plan fails
adjust positioning & strategy on the fly
In Review
3 months Instead of crying
Or beating up Apple
iPhone Review Team
Convert my anger &
frustration to creating
new app
2 months wait Shorten Development
Not related to Cycle & Release Early
technical issues

Product Definition
Dancing Series - Use Accelerometer
Interests
Target
Strengths
Want anyone without music I love music
training can play
I play music for years
It is more entertaining and
engaging to design app I love dancing
involved movement
I love design
Music is universal with no
language barrier
All age groups
All genders

Competition: Leading Drum Apps in Top 100
Drum Kit DigitDrummer
$1.99 / Free $0.99 / Free
Volume Control No Volume Control
(Flip View)
Pay $1.99 Extra Recording Recording

Marketing Positioning:
Competitive Differentiation
1st Drum App uses
Dancing Drum Accelerometer
$0.99
Volume Control - Same View
Brighter Cheerful
More Sound
Touch Play
Motion Play
Casual Play - All Ages
Accelerometer > Record

Drum Kit
Drum Kit Lite Free Rank: 12
Drum $1.99 Rank: 55
DigitDrummer
DigiDrummer Lite Free Rank: 14
DigiDrummer Micro $0.99 Rank: 485
DigiDrummer $0.99 Rank: 62

Dancing Drum
Dancing Drum $0.99 Rank: 1496
Not Perfect
Shorten Development Cycle
Release Early
1st Release 1.0
Bad Timing OS2.2.1 - OS3.0
Buried at the bottom in Release Date
due to inexperience

Drum Kit DigitDrummer Dancing Drum
6 Drums 5 Cymbals 4 Drums 4 Cymbals 5 Drums 6 Cymbals
+ 5 Extra
DigiDrummer Lite Free Rank: 14 Dancing Drum $0.99 Rank: 1495
Drum Kit Lite Free Rank: 12
DigiDrummer Micro $0.99 Rank: 485
Drum $1.99 Rank: 55
DigiDrummer $0.99 Rank: 62
2.2 Versions 1.0 Versions
2.6 Versions 1.1 Versions 54266 ratings 0 ratings
3035 ratings 18207 ratings 1.7 Versions 3.3 Versions
1212 ratings 2904 ratings Data from Moblix 6/22/09

Deserve?
Dancing Drum 1496 Ranking
0 Rating
0 Review

DEMO
Rank within Top 100 Rank: 1495
DigitDrummer Dancing Drum
Drum Kit

Product Strategy
Dancing Series
Music Band
Dancing Piano
Dancing Drum
Dancing Steel Drum
Dancing Tambourine

Dancing Series
Keyword Dancing Or Tricorder
Follow news
Twitter: bayareaparty
Doctor Tricorder
Sound Tricorder
Accept Consulting Contracts
Bess Ho
bess dot ho @gmail.com