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Secrets of Rapid App Development [Lean Startup Conf 2012]

These are the slides from Dec 3 2012 talk at the Lean Startup conference in San Francisco. This deck talks about the first 12 months of Sincerely's development, and our strategy for

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Secrets of Rapid Mobile
  App Development


Matt Brezina, Co-founder & CEO Sincerely Inc.
                  @brezina
             matt@sincerely.com
Sincerely
       We help the world be more thoughtful



      We’ve built the world’s
       largest gift network
            •1.2M members
            •1.6M mailing addresses
            • Shipped products to 800k homes




Sincerely                              @brezina
Sincerely Products
              We help the world be more thoughtful



         We’ve built the world’s
          largest gift network     @Postagram


               •1.2M members
               •1.6M mailing addresses
                      @Sesame

  @InkCards    • Shipped products to
               800k homes


Sincerely                                       @brezina
Our first year
     May    June    July   Aug   Sept   Oct   Nov   Dec




                                        30+




Sincerely                                     @brezina
Why rapid app development?

    We wanted to learn:
    • How is mobile commerce different?
    • Purchase flows
    • Pricing
    • Audience
    • Positioning
    • Physical delivery
    • and more...




Sincerely                             @brezina
10 tips for rapid app development




Sincerely                     @brezina

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Secrets of Rapid App Development [Lean Startup Conf 2012]

  • 1. Secrets of Rapid Mobile App Development Matt Brezina, Co-founder & CEO Sincerely Inc. @brezina matt@sincerely.com
  • 2. Sincerely We help the world be more thoughtful We’ve built the world’s largest gift network •1.2M members •1.6M mailing addresses • Shipped products to 800k homes Sincerely @brezina
  • 3. Sincerely Products We help the world be more thoughtful We’ve built the world’s largest gift network @Postagram •1.2M members •1.6M mailing addresses @Sesame @InkCards • Shipped products to 800k homes Sincerely @brezina
  • 4. Our first year May June July Aug Sept Oct Nov Dec 30+ Sincerely @brezina
  • 5. Why rapid app development? We wanted to learn: • How is mobile commerce different? • Purchase flows • Pricing • Audience • Positioning • Physical delivery • and more... Sincerely @brezina
  • 6. 10 tips for rapid app development Sincerely @brezina
  • 7. 1. MVP Billing Library Address photos book Printing Image Send to upload others Multiple recipients Sincerely @brezina
  • 8. 2. Off-brand testing (or test in Canada) Off-brand Sincerely Sincerely @brezina
  • 9. 3. De-emphasize visual design • Especially off-brand products • Not interaction design • Engineers do their own visual design Sincerely @brezina
  • 10. 4. Reuse common components Sincerely @brezina
  • 11. 5. Buy cheap, disposable users • No cross promotion • No PR • Buy users from Stumbleupon, Admob, iAds, Tapjoy, Google Sincerely @brezina
  • 12. 6. Be willing to kill apps • We’re killing an app this month • You will have upset customers Sincerely @brezina
  • 13. 7. Use Android for quick testing • Android apps have no app approval • Android updates go live in hours • Apple updates go live in 7 days • Closest thing we have to the web in the mobile app world Sincerely @brezina
  • 14. 8. APIs are everything Internal API Payment processing Order fulfillment User accounts Address book Transactional emails No Sincerely product engineers touch our database External API 60 + Sincerely @brezina
  • 15. 9. Team Structure Internal API Dev Design Dev Dev Design Sincerely @brezina
  • 16. 10. Minimize interdependencies My Goal: empower an engineer to have 4-6 hours of uninterrupted magic each day Sincerely @brezina
  • 17. Secrets of Rapid Mobile App Development Matt Brezina, Co-founder & CEO Sincerely Inc. @brezina matt@sincerely.com