QUESTIONS: The Product• What is this app (elevator pitch)? – Application Definition Statement
Application Definition Statement A concrete declaration of an app’s main purpose and it’s intended functionality - iOS Human Interface Guidelines
QUESTIONS: The Product• What is this app (elevator pitch)? – Application Definition Statement• What is its key functionality?• Why is it special?• Who is going to buy it?• Why do they need it?• What are my goals?
QUESTIONS: The Competition• How many similar apps are available?• What are the best-selling apps?• What are their features (content & functionality)?• What makes them special (design, content, functionality, longevity, name)?• What do you have that they don’t?
QUESTIONS: The Competition• Of very similar apps, how would you rate your potential app?• What functionality is required by the category?
QUESTIONS: Price• What is the price range in the category?• What is the relationship between price and sales rank?• What factors impact price?
QUESTIONS: Price• How many free apps are available? Are they good?• Is freemium popular in the category?
FOCUS GROUPS• Cheap and easy: TALK to the target demographic (consumers of the type of app you are developing)• Park your desires and beliefs• LISTEN – REALLY LISTEN
FOCUS GROUPS: Topics• Ranking the competition – User experience – Design – Wish list• Price – what is it worth?
FOCUS GROUPS: Topics• Your app – Are your competitive advantages real? – Do they desire your solution? – Is your functionality exciting? – Is your content desirable? – Why will the buy it instead of the competition?
ITERATING APP DEVELOPMENT• Pre-production adjustments based on feedback• Modification of early prototypes• Gather feedback on early “builds” and enhance your product• Listen to reviewers
SELECTING A DEVELOPER• Choosing a developer is largely based on budget
SELECTING ANESTABLISHED DEVELOPER1. Find similar apps that you love2. Identify the “seller” in the app metadata or click on “Developer Website.”3. Send an email – compliments go a long way
CONSIDERATIONS FORESTABLISHED DEVELOPERS• Who are their other clients?• What do their reference say – sales, collaborative relationship, timeliness, willingness to adapt?• What’s the cost?• What priority level will you be?• Is revenue share an option?
SELECTING A SMALL DEVELOPER• Use job boards such guru.com or elance.com• LinkedIn searches yield smaller firms in specific locales• Post a “job” – LinkedIn, CareerBuilder, Craigslist
CONSIDERATIONS FOR SMALL DEVELOPERS• The same criteria as large developers PLUS• Legal agreements – source code, other IP, vendor terms• Larger burden on reference checking• Resources and knowledge for everything you need and more?
CONSIDERATIONS FOR SMALL DEVELOPERS• Full development lifecycle management vs. simply programming• Will they be around for bug fixes and updates?• Structure payment and contracts to insure you get what you need
On Communication A major consideration for working withdevelopers is communication – are you both interpreting the requirements in the sameway, are you clearly communicating the levelof detail needed by the developer, have youagreed on communication timelines? Strong communication is essential to success. - Lynn Dilger, VP-Technology @ Sourcebooks
START WITH PRICE• The market determines value – not your costs• What do your competitors apps cost?• “This is amazing – it has to be worth more than 99 cents”• Prices can vary based on the marketplace – Google, Nook, Amazon
CREATE A SALES FORECAST• How many do you expect to sell per month? – Why do you believe that? – Sources for aiding forecasting: • Your previous app sales data • Developer projections • Topappcharts.com
How much will it cost?• How much does the development cost?• How much does the design cost?• How much does the content cost – either upfront or in royalties?• Ongoing updates and fixes• Creating and maintaining support website