Justin joined Storycode (then FreeRange 360) in January of 2012 as the Chief Creative Officer along with James McDermott as the CEO. Within the past 8 months, Justin and James changed the business model, acquired a local agency, renamed and rebranded the company, reshaped the product offering, and essentially relaunched as a startup. It has been a busy 8 months. Justin reveals the learnings behind these changes and talks about what has worked, what hasn't, and the future of the mobile app industry. The presentation was presented at the Mobile Portland event on Sept 24, 2012.

2. @justinogarrity

3. Storycode

4. “As much fun as spectacle is, no one is
impressed anymore. No one flinches. It
is easy to get caught up in spectacle, but
story is timeless. Story is everything.”
JJ Abrams

5. Storycode deepens the relationship between
brands and their audience through powerful
mobile experiences with an emphasis on great
storytelling.

6. FreeRange
360 + Storycode
Inc = Storycode

7. Portland London
New York
LA

8. 230 Apps
3 Platforms
1 Million App Opens a Day
324 Million Stories Read a Month
1.25 Million Users a Month

9. StoryRank Technology
Curation
Engine
Content Aggregate Intelligence
Curated
• App Organization
Organize • Category Order
• Stream Sequence
Optimize Dynamic
• Trending from website
(Analytics)on
• Socially active
Facebook / Twitter
• Behavior from all mobile
users
Personal
• User preferences
(Behavior)
• User patterns
• Keyword Searches

13. Agency

14. bitly.com/mickandkeith

15. 1. Get Small

16. Team Roles
Project Graphic Advertisin App Store Analytics
Manager Designer g Coord. Coord. Coord.
Android BlackBerry Technical Backend
iOS Dev.
Dev. Dev. Services Dev.
Account QA / Provision Dev Customer
Manager Tester Manager Manager Support

17. Actual Challenges with Large Team

18. Actual Challenges with Large Team
1.App store coordinator cannot submit app
without screenshots from graphic designer

19. Actual Challenges with Large Team
1.App store coordinator cannot submit app
without screenshots from graphic designer
2.QA tester needs to have a ticket to test the
latest fix

20. Actual Challenges with Large Team
1.App store coordinator cannot submit app
without screenshots from graphic designer
2.QA tester needs to have a ticket to test the
latest fix
3.Technical Services engineer pulls app from
store because analytics is not included

21. Characteristics of Large Team

22. Characteristics of Large Team
1.Process

23. Characteristics of Large Team
1.Process
2.Documentation

24. Characteristics of Large Team
1.Process
2.Documentation
3.Ticketing and Email

25. Characteristics of Large Team
1.Process
2.Documentation
3.Ticketing and Email
4.Meetings. Lots of meetings.

26. Characteristics of Large Team
1.Process
2.Documentation
3.Ticketing and Email
4.Meetings. Lots of meetings.
5.Vacation/personal time is always a problem

27. Characteristics of Large Team
1.Process
2.Documentation
3.Ticketing and Email
4.Meetings. Lots of meetings.
5.Vacation/personal time is always a problem
6.Limited ability to contribute

28. Team Roles for a Single App
Project Graphic Advertisin App Store Analytics
Manager Designer g Coord. Coord. Coord.
Android BlackBerry Technical Backend
iOS Dev.
Dev. Dev. Services Dev.
Account QA / Provision Dev Customer
Manager Tester Manager Manager Support

29. Revised Team Roles
PM/AM/
Designer
Android/ Technical Backend
iOS Dev.
BB Dev. Services Dev.
QA /
Tester

30. Characteristics of Small Team

31. Characteristics of Small Team
1.Process Finished App

32. Characteristics of Small Team
1.Process Finished App
2.Documentation Prototypes

33. Characteristics of Small Team
1.Process Finished App
2.Documentation Prototypes
3.Ticketing & Email Chat

34. Characteristics of Small Team
1.Process Finished App
2.Documentation Prototypes
3.Ticketing & Email Chat
4.Meetings. Lots of meetings. Collaborative
work

35. Characteristics of Small Team
1.Process Finished App
2.Documentation Prototypes
3.Ticketing & Email Chat
4.Meetings. Lots of meetings. Collaborative
work
5.Vacation/personal time Redundant Skills

36. Characteristics of Small Team
1.Process Finished App
2.Documentation Prototypes
3.Ticketing & Email Chat
4.Meetings. Lots of meetings. Collaborative
work
5.Vacation/personal time Redundant Skills
6.Limited ability to contribute Constant

37. 2. Increased Efficiency does not
equal
Customer Experience

39. It Are Is
doesn’t you this a XID8374
work using new
What Oh,
Let me
does it No that is
check
say? new
Here Says Try
What’s
is a test it won’t No this new
the
build install test
Mon Tues Wed Thurs Fri
Deadline

40. Here Here
is a test is a test
build build
It
doesn’t
work
(after
call) try
it now
It
works.
Thur Fri Sat Sun Mon
Deadline

41. Sample App

42. Sample App
1.All Platforms (iOS, Android, BlackBerry)

43. Sample App
1.All Platforms (iOS, Android, BlackBerry)
2.Push Notifications? (Urban Airship)

44. Sample App
1.All Platforms (iOS, Android, BlackBerry)
2.Push Notifications? (Urban Airship)
3.Provisioning for iOS

45. Sample App
1.All Platforms (iOS, Android, BlackBerry)
2.Push Notifications? (Urban Airship)
3.Provisioning for iOS
4.Analytics Package

46. Sample App
1.All Platforms (iOS, Android, BlackBerry)
2.Push Notifications? (Urban Airship)
3.Provisioning for iOS
4.Analytics Package
5.Ad Network

48. 13 Original Graphics
211 Optimized Graphics

50. 3. Romney vs Obama
is a more moderate debate than
HTML5 vs Native

53. Native
Native HTML
Native

56. Time spent with mobile apps vs mobile web
among US Android and iOS users, March 2011 -
March 2012
Apps Web billions of minutes per month
101
88
83
79
70 72 71 72
59
54 54
43 42
24 25 27 25 26
21 23 23 20 21 23
16 17
Mar 2011 May Jul Sep Nov Jan 2012 Mar
Source: Nielsen as cited by AllThingsD, May 16, 2012

59. fresh start up open article refresh tab change rotation
HTML5 13.9 1.6 4.4 5 2.8
Native IOS 4.5 1 0.5 0.5 0.8
USA Today 5.5 1 2.8 1.5 0.8
LinkedIn 4.8 1 2.1 3 0.8

60. fresh start up open article refresh tab change rotation
HTML5 13.9 1.6 4.4 5 2.8
Native IOS 4.5 1 0.5 0.5 0.8
USA Today 5.5 1 2.8 1.5 0.8
LinkedIn 4.8 1 2.1 3 0.8
Hybrid Beta 4.0 0.5 1 0.5 0.7

61. 4. Don’t Underestimate the
Power of the Apple App Store

62. Previous Business Model

63. Previous Business Model
1.Free or next to free app

64. Previous Business Model
1.Free or next to free app
2.Simple design, easy for customer to update

65. Previous Business Model
1.Free or next to free app
2.Simple design, easy for customer to update
3.Enable Our Ad Server Account

66. Previous Business Model
1.Free or next to free app
2.Simple design, easy for customer to update
3.Enable Our Ad Server Account
4.Optimize ad networks

67. Previous Business Model
1.Free or next to free app
2.Simple design, easy for customer to update
3.Enable Our Ad Server Account
4.Optimize ad networks
5.Ad revenue share

68. Previous Business Model
1.Free or next to free app
2.Simple design, easy for customer to update
3.Enable Our Ad Server Account
4.Optimize ad networks
5.Ad revenue share
6.As adoption grows ad revenue grows

69. Previous Business Model
1.Free or next to free app
2.Simple design, easy for customer to update
3.Enable Our Ad Server Account
4.Optimize ad networks
5.Ad revenue share
6.As adoption grows ad revenue grows
7.Our incentive is ad revenue

72. New Business Model

73. New Business Model
1.Charge full price for app

74. New Business Model
1.Charge full price for app
2.On brand design - more sophisticated

75. New Business Model
1.Charge full price for app
2.On brand design - more sophisticated
3.Enable Their Ad Server Account

76. New Business Model
1.Charge full price for app
2.On brand design - more sophisticated
3.Enable Their Ad Server Account
4.Encourage and help set-up campaigns

77. New Business Model
1.Charge full price for app
2.On brand design - more sophisticated
3.Enable Their Ad Server Account
4.Encourage and help set-up campaigns
5.Fee for services based on users

78. New Business Model
1.Charge full price for app
2.On brand design - more sophisticated
3.Enable Their Ad Server Account
4.Encourage and help set-up campaigns
5.Fee for services based on users
6.Client receives 100% ad revenue

79. New Business Model
1.Charge full price for app
2.On brand design - more sophisticated
3.Enable Their Ad Server Account
4.Encourage and help set-up campaigns
5.Fee for services based on users
6.Client receives 100% ad revenue
7.Our incentive is app adoption and

81. 5. Without an Interface,
There is no Platform

85. Publishing Platform Architecture
Mobile App Web Service
Native App Package
Content Optimized 3rd Party
Configuration Content Services
Build Management
API
Brand Style
Assets Sheet
Feeds Webpages Media
App Framework Content ©2011 FreeRange360, All Rights Reserved

87. Actual Requests

88. Actual Requests
1.Can we add a texture to the header?

89. Actual Requests
1.Can we add a texture to the header?
2.Can we make the app universal iPhone/iPad?

90. Actual Requests
1.Can we add a texture to the header?
2.Can we make the app universal iPhone/iPad?
3.Can we move our app to Newsstand?

91. Actual Requests
1.Can we add a texture to the header?
2.Can we make the app universal iPhone/iPad?
3.Can we move our app to Newsstand?
4.Can we change the layout to be more like
Flipboard?

92. Actual Requests
1.Can we add a texture to the header?
2.Can we make the app universal iPhone/iPad?
3.Can we move our app to Newsstand?
4.Can we change the layout to be more like
Flipboard?
5.Can we set up push messages?

93. Actual Requests
1.Can we add a texture to the header?
2.Can we make the app universal iPhone/iPad?
3.Can we move our app to Newsstand?
4.Can we change the layout to be more like
Flipboard?
5.Can we set up push messages?
6.Can we use Google DFP for our ad server?

94. Actual Response
1.It’s on our roadmap.

95. Template
Design &
Design & Features
Features
Content Content
Platform Platform

96. StoryRank Technology
Storycode
IP
Content Aggregate Intelligence
Curated
• App Organization
Organize • Category Order
• Stream Sequence
Optimize Dynamic
• Trending from website
(Analytics)on
• Socially active
Facebook / Twitter
• Behavior from all mobile
users
Personal
• User preferences
(Behavior)
• User patterns
• Keyword Searches

98. What story does your app tell?