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Sourcebooks Apps 101 - BEA 2012


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Sourcebooks Apps 101 - BEA 2012

  1. 1. APPS 101: BUILDING APPS Chris Bauerle Director of Sales and Marketing
  4. 4. QUESTIONS: The Product• What is this app (elevator pitch)? – Application Definition Statement
  5. 5. Application Definition Statement A concrete declaration of an app’s main purpose and it’s intended functionality - iOS Human Interface Guidelines
  6. 6. 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?
  7. 7. 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?
  8. 8. QUESTIONS: The Competition• Of very similar apps, how would you rate your potential app?• What functionality is required by the category?
  9. 9. QUESTIONS: Price• What is the price range in the category?• What is the relationship between price and sales rank?• What factors impact price?
  10. 10. QUESTIONS: Price• How many free apps are available? Are they good?• Is freemium popular in the category?
  11. 11. 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
  12. 12. FOCUS GROUPS: Topics• Ranking the competition – User experience – Design – Wish list• Price – what is it worth?
  13. 13. 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?
  14. 14. 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
  16. 16. SELECTING A DEVELOPER• Choosing a developer is largely based on budget
  17. 17. 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
  18. 18. 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?
  19. 19. SELECTING A SMALL DEVELOPER• Use job boards such or• LinkedIn searches yield smaller firms in specific locales• Post a “job” – LinkedIn, CareerBuilder, Craigslist
  20. 20. 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?
  21. 21. 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
  22. 22. 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
  24. 24. 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
  25. 25. 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 •
  26. 26. 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
  27. 27. Now Build a P&L
  28. 28. The DevelopmentProcess
  29. 29. DEVELOPMENT PROCESS• Finalize the Application Development Statement• Select your development team(s)• Create wireframes• Create the visual design• The “build”
  31. 31. What is a Wireframe? wnA very sim ple, sometimes hand-dra ructure representation o f the functionality and st of your appNo pictures, gra phics, fancy fonts, colors
  32. 32. You’ve got to start with the customer experience and workback toward the technology - not the other way around. - Steve Jobs
  33. 33. WIRE FRAMES
  34. 34. WIRE FRAMES
  35. 35. WIRE FRAMES
  36. 36. OPTIONS FOR CREATING WIRE FRAMES?• Draw them by hand• Use Microsoft Word or freeware from the internet• Use paid software like Balsamiq, Axure, or Adobe Creative Suite
  37. 37. NEXT STEPS• Visual Design• The “Build”• Metadata• Launch – uploads, marketing, etc.• Iteration
  38. 38. APPS 101: BUILDING APPS Chris Bauerle Director of Sales and Marketing