More Related Content Similar to MarketingStrategyfornewApp-MEMO (1) (20) 1. Marketing Strategy for new App MEMO
Suggested Name for the application : MEMO, MEETME, MEETY, MITIN, CITA (From Spanish),
MODE.
I suggest MEMO It sounds well, easy to remember, easy to market,it has all the information
about the app in its name, it sounds professional.
1. Executive Summary
● Brief description of MEMO Fully Supported Meetings , Meetings at your hand
Our app is a mobile app (iPhone, to start with) that helps users manage their meetings in a
better way.
Most people do not have a way of managing their meeting files and notes in a neat and
organized way. The best anyone can do is fill out a meeting minutes' template and send it to the
meeting attendees via email. If the sender (the meeting organizer, usually) has all the files
organized, the rest of the people do not.
Our app will help users overcome this issue by allowing them to add notes, voice recordings,
photos and videos (either from the gallery or directly from the camera), reminders and
submeetings to meeting events.
The user will be presented with a dashboard showing his next meeting and a short list of
upcoming meetings. The user can also browse previous or later meetings in other screens. He
can then select one and manage its files.
The user cannot add new meeting events through the app as this is already done from the
calendar app and we do not want to reinvent the wheel. Moreover, Apple keeps their Calendar
app updated with new features that we do not need to replicate in our app.
Additional features:
1 The user can send notes as meeting minutes and the app will setup an email to the meeting
attendees in a predefined format
2 The user can share any of the meeting files via email
3 The user can sync his meeting files via iCloud so that he can pick them up on other idevices
2.
4 The user can open any of the supported files directly from an incoming email or from a
webpage and attach them to a meeting event
● Define target market Small and medium business owners , Freelancers, Students,
entrepreneurs, Start Up owners, Students interested in new technology, who want to
save time and money. Business owners who are interested in new cloud based
solutions, new apps for their Apple smart phones which will help them to better manage
their time. These people rely heavily on their smart phones and laptops. They are tech
savvy, interested in new technology Men and Women 3055 years old. Since we are
not oriented to specific geographical area and target all the people who respond to our
criteria we are talking about 85 000 000 people who are using smartphones with IOs in
UK and USA. We can include audience from other countries as well.
● Competitive advantage No other app provides such features and so convenient way to
set up and manage your meetings.
● Our Mission statement To provide our clients a meeting management tool which will
help them be more effective and scale their business.
● Positioning statement Positioning is the way our solutions are defined by consumers.
We help our customers know their business, manage their busy schedule, be able to
share files easily and are always prepared for each meeting. Time management and
Success.
2. Market and Situation Analysis
● Economic environment
The boom of new technologies and the increasing number of new applications for smart
phones have proven the need and the growing market for these solutions. Business apps,
especially the ones which are cloud based are growing in term of need from business
people across the world. The environment is perfect and it needs new cloud based
solutions. MEMO is a great app for the owners of IPhones, from which about 75% are
business people owners or decision makers in their business organization. Over 50% of
businessmen are using IPhones. Blackberry usage is declining with over 35%. This growing
users of iPhones have determined the need of new and better business tools and solutions.
4. Characteristics of iPhone people versus Android people:
● Highest level of education attained? iPhone people are more educated: they
overweight +27% for graduate/PhD education and underweight 33% for high
school education. Android people show the same pattern to a much smaller degree:
+8% for graduate/PhD, 12% for high school.
● Household income? iPhone people are more affluent: they overweight +11% for
>$75,000(3)
, +30% for >$100,000(3)
and +48% for >$125,000(3)
. Android people are
much less affluent but still have above average means: they overweight for income
categories above $50,000 but to a much smaller degree: +4% to +14%.
iPhone people are a notch up the socioeconomic scale: higher income, higher education,
higher representation in professional and managerial jobs. They are tech enthusiasts, but more
as consumers than producers: a big overweight for digital device addiction, but none for
technical jobs.
Why does Apple retain the lead in app quality? The homogeneity of the iOS platform is one big
reason: it’s much harder to develop for Android due to its many software and hardware variants.
This data sheds light on another big reason. iPhone is where the money is, and iPhone people
are the most enthusiastic tech adopters.
http://money.cnn.com/2015/01/22/technology/mobile/iphonesmartstudy/
● Technical environment
Using the new technologies telecommunications mobile devices, social media channels
and others to reach out the target market. From the age of 3055 about 90% are using
mobile devices, and about 85% of them are having smart phones and tablets. From this
85% about 65% are using the smart devices to manage their daily business tasks emails,
calendar, video phone calls, chat messages through skype, viber and other VoIP services.
● Industry environment
The business apps for businesses are growing in numbers. Especially the ones which offer
cloud based solutions VoIP, Accounting companies, Emails, CRM, Security, Internet of
Things. Business people are looking for more new tools that will help them to better manage
their projects.
6. Don't confuse these apps with the old, limited Office Mobile app, which was intended to let you
make basic edits to documents, spreadsheets and presentations on an iPhone or iPad. Instead,
these are fullfledged mobile versions of Excel, Word and PowerPoint. All of the apps are
jampacked with advanced formatting and editing features, although they don't include quite as
many options as the desktop versions. They're also beautifully designed and touch optimized,
with big, easytotap buttons. Unfortunately, they only work on iPads; iPhone users should stick
to Apple's own iWork suite (which includes Pages, Numbers and Keynote).
Email: Outlook (Free)
12. INTE
RNA
L
Strength
∙ Better service with improved features
Online and offline support
One solution with all the features the other
competitors offer
Easy to navigate plus Cloud Storage included
Weakness
∙ Not developed yet and not
available on the market
∙ Not popular.
∙ Competition which is
developed.
∙ CRM (clients/distributors) not
existing.
∙ Not developed distribution
channels.
EXTE
RNA
L
Opportunity
∙ Entering a young developing market Business
apps for IOS∙ New business brand and solution
∙ Not that many competitor apps for business
users
Key partnerships
Branding/ Social Media Marketing
Services – Meetings schedules, Cloud Storage,
files xchange
Referral system – Clients to us and us to 3rd
parties
Threat
∙ Reliance on software and
technology
. Zero capital
. Easy to replicate
. Quality control issues
. Losing sight and ability to sell
the app.
3. Market Segmentation and Customer Analysis
● Market segmentation
Men and women from around the world (We may start with a specific market USA, United
Kingdom, Australia, Germany, Canada). Generation Baby boomers, X, Y and Z. 2555
years old, educated, tech savvy and people who like to use new technology not only for
communication purposes but also for managing their business cloud based solutions,
management tools, optimization marketing tools. Our target groups is interested in new
methods for business management and interested in cloud solutions. Our main target
groups is small business owners, start up companies owners younger peeps 3545 years
old, entrepreneurs, other business organizations looking to optimize their business
processes. They want to be online all the time, they like to use viber and whats up. They
manage their businesses through their laptops and iPhones. They manage and schedule
meetings, prepare presentations, post on social media, make photos, send emails, make
videos, share and exchange. They look for easytonavigatethrough apps.
By understanding the needs of segment we can tailor our marketing mix to deliver what our
customer values. Each segment will offer growth and profit opportunities so the trick is to
deliver the best offer to the best segment.
15. Choose Your App Price
This goes along with the previous point.
You can decide that your app is free, and get revenue from inapp purchases. You still have to
decide how much to charge for these inapp purchases.
If you have a paid app, you’ll be able to experiment with it but be careful of the image you give
to your potential users. It’s easier to start at a higher price and do price drops than to suddenly
charge twice the price.
The price you can charge people depends on your target audience and your app. Some people
can happily drop $9.99 for an app.
Start Marketing Within Your App
App marketing shouldn’t be an afterthought.
Memo should be strong app. The features and all options it provides should be easy to navigate
and manage, files upload should be easy, calendar settings, sharing with other people,
invitations for the app should include gmail, facebook, twitter and other sharing options.
UX
The user experience of your app is critical if you want its success. MEMO should be easy to use
from the very first seconds. Some argue that if your app needs a walkthrough, you blew it. It’s
probably not totally true, but you get the point.
People might not use your app like you’re anticipating (more on that a little further), but you
have to do your best to make it easy for them to use the core features.
Create mockups, try different things and ask the right people for feedback. For your mockups,
you can use tools like Balsamiq, Evolus’ Pencil or the really handy POP iPhone app (and some
dotted paper).
Once you have the first draft, spend a few dollars and ask UX/UI experts for their advice. If you
don’t know any, try reaching out to some through Clarity. Don’t expect them to do all the work
for you (unless you have the money), but you’ll be surprise how much insight a 30 minutes call
can give you.
18. You need users to talk to their friends about it Word to mouth marketing. The best marketing
you can get.
You need users to share content by themselves.
That means you have to figure what can be “viral” about your app, allow people to share
content, make good use of social media via Facebook, Open Graph, Twitter, Google+,
Slideshare, Youtube, etc.
Feedback and Customer Engagement
Having happy users is critical to your app success.
Having great app ratings (4.5+) and user reviews increases the conversion on your app page.
The more people see that others like your app and are satisfied with it, the more chances you
have that they will try it.
So it happens, you need 2 things:
1. A great app
2. A way to handle any issue users can have with your app so you can make it better
To identify any problems people encounter with your app, you need to be easily reachable. DO
NOT wait until negative app reviews appear to learn about a bug, a needed feature or app
crashes.
24.
There are several elements you need to include :
● App name and app icon
● Devices on which the app is available (with app screenshots inside or a video capture of
the app). Video is a must anyway. So you can promote it on YouTube, Vimeo and
others.
● App pitch: a short sentence explaining what your app is and why it’s a must have
benefits of using MEMO and what the users will benefit from it saving time, documents
share, meeting administration, mails.
● Badges of the mobile app stores where the app can be downloaded (the latest ones)
● Call To Action: mailinglist subscription form before app launch; download button(s) after
● App promotional video: the quickest way for someone to initially assess your app
● Social proof elements (once app is released): testimonials, user reviews, awards won,
Apple features, etc.
● Key benefits and screenshots: should explain in more details what value your app brings
and show its main screenshots
● Contact/Support info: make yourself easily reachable to both bloggers and users. Use
also your social media channels to be reached and monitor daily the channels you use
Facebook, Twitter, email, chat support if you have, the app providers, etc..
● Social Media info: links to your social media accounts, Facebook Like button (to your
page or your app), Tweet button.
● Press Kit: you might think it’s outdated, but you still need one
● Links to your other apps (if you have others, and if relevant to your app audience)
25. Create a Blog and start posting about your app features, benefits for business people and useful
content about other interesting business apps. Blog is great to:
● Engage users by sharing your app’s building process, designs.
● Keep them in the loop about what’s happening: launch, app updates, new features.
● Share great content about the niche your app is in, your mission, or teach people
something: a productivity app could have a blog with tips on being more productive and
a football app about major football news, players, etc.
The more content you share, the more visibility your app can get. If you do it right.
Copywriting
It’s a good thing to have a website and a blog for your app.
But if your copy sucks, then it won’t help much.
If your app pitch is 10 sentences long, people won’t bother reading it. If your blog posts are full
of typos and boring, you won’t engage people, and you probably won’t turn visitors into
customers.
In the same fashion, if the copy of the description on your app store page turn people away then
you won’t make your app a success. Write stories about the development of the app, how the
name was chosen, what people it is created about, how they will benefit from using it, how it
works. Other useful apps that will save time and money to business people. Create your blog as
it is made as service blog, not like spam.
You need to make people want your app.
You might be awesome at coding and designing an app. You also have to get better at
marketing and copywriting.
Inbound Marketing / Content Marketing
Yes, you need to do some App Store Optimization.
But you also need people to find you on the web. You can’t depend only on the App Store as
your sole marketing channel.
26. And forget about web directories and paying people for links. You need to start building and
sharing interesting content so people get to know and find you.
I know, it’s easier said than done. And sometimes it’s hard to know if it’s working (it does take
time) or what’s working. Remember what I said earlier about measuring your marketing’s
effectiveness? That’s what it’s for.
Give it some time, it won’t happen overnight.
If you plan on building several apps for the same niche, content marketing is a great way to go.
All the content you create can potentially benefit any of those apps! And when Apple changes
its App Store again, you won’t suffer as much even if things don’t go your way.
By creating and sharing great content you’re also showing there’s a person/team behind the
app, as well as building trust.
The right call to action
Once your app is released, you want your app website’s visitors to download it.
Don’t make them look for those download buttons!
Display a visible call to action.
Insert the app store badges (they got better with time), and consider adding another one. If it
makes sense, why not using new services available like app distribution via SMS or sending
download links directly to people’s phone?
If your app is not ready yet, then your call to action is the subscription button to your app email
list.
The money is in the list
App developers still don’t use mailing lists enough.
Someone signing up for your email newsletter is someone you’re going to be able to reach
easily, and engage. As long as they remain subscribed they give you the right to reach them
directly in their inbox.
Tweets, Facebook statuses, or any other social media platforms can be useful. But the best way
to make sure someone receives an information is still using an email. It’s your job to choose the
right subject lines and tell the right thing so they keep opening them.
Although your email list is still useful postlaunch (put a form on your website and blog), it’s
prelaunch that it will have the more interest.
27. Before launch, put a subscription form on your app website and make it the most obvious thing
on the page (see call to action above).
Here are a couple ways you can use your email newsletter:
● Gauging the interest people have in your app (no sign ups at all? Maybe something is
wrong)
● Keep people informed about when your app is launching. Don’t forget to mention again
what your app does, so they can remember you.
● Asking people for feedback
● Letting people know about a crowdfunding campaign
● Asking people to vote for your app for an award or a contest
● Letting people know about great news and milestones
Once you got your newsletter going, keep sending email regularly (but not too often) so people
don’t forget about you. Use services like Mailchimp and Aweber to send it.
App Store Affiliation
You know it, Apple (and Google) takes its share (30%) on each app you sell or inapp purchase
you generate.
It kinda sucks, but you can’t do anything about it. And they also let you distribute your product
on their store.
No matter how you feel about this, I’m sure you don’t want to pass on the opportunity to get an
additional 5%. And not only when someone buys your app, but also when they buy anything
during the following 72 hours on the iTunes store (as long as they don’t click on another affiliate
link).
Now the thing is, you don’t contract directly with Apple but with affiliates, the major ones being
LinkShare (US, Canada and Mexico), Tradedoubler (Europe & Brazil) and DGM Pro (Australia &
NewZealand).
That means you have to contract with all of these affiliate companies if you don’t want to miss
out on your 5%. Fortunately, Georiot has a solution for you (in exchange for 15% of your 5%).
Once you’re affiliated with all 3 companies, you create an account on Georiot. They give you a
Georiot link for each app, which automatically redirect users to the right App Store so you can
get your money. That way, you don’t have to ask yourself which link you should be using.
28. Want to learn more? Check out this blog post and the Georiot website. The only thing you want
to consider is if you’re going to be able to combine this with the way you track the sources of
your downloads.
Social Media Channels
Most of MEMO’s app promotion will occur on the web and mobile.
No matter how you feel about social media, you have to get started on it. Create a twitter
account if you don’t have one already, and consider creating a “pro” Facebook account.
Once that’s done, start using it. Follow/Like people and pages that talk about iPhone app
development, app marketing , great apps, etc. Get to know who is who, who has influence and
who shares interesting content you can learn from.
Learn. Share the good stuff, so others start following you too. Interact with others and engage in
discussions whenever you feel you can bring value.
On Facebook, you can join groups like App Business Entrepreneurs orApp Entrepreneurs and
Marketers where you’ll meet other indie devs and companies and share learned lessons.
And keep at it.
Depending on your app, building your online presence on social media sites like Reddit,
Pinterest, Instagram or Vine can make sense too. Linkedin is a good option as well if you want
to develop some business related contacts and to offer it to businesses.
Twitter
I mentioned Twitter earlier when talking about building your online presence.
A Twitter account for your app can also make a lot of sense. A lot of early adopters use
Twitter, and it’s a great platform to interact with them.
You can use Twitter to share great content on your niche (whether yours or others’), your app
news, or even for support (check out how Just Landed does it).
You can also use Twitter to reach out to journalists and bloggers. It won’t always work
(especially if they don’t know you) and sometimes it’s better to do it with your personal account,
but a tweet with a promo video can be pretty powerful.
29. A Twitter group like IDRTG (Indie Developers ReTweet Group) can help you reach even more
people when you have content other developers should be interested in and major news to
announce.
To optimize the time you spend sharing content on Twitter (or Facebook), use Buffer to queue
up your outgoing tweets and automatically post them at optimized times. It even gives you
useful analytics.
You can also use a tool like HootSuite to create lists corresponding to search queries: that way
you can find discussions you can jump into by knowing when others are talking about your app
or mentioning important keywords. Or Retweet what’s worth it.
Bring value and thank people for their comments and shares.
Facebook
Depending on your app and your target audience, a Facebook page can make a lot of sense
too.
If you plan to share videos, photos, or longer texts then Facebook is to consider. In all cases,
you should create it and save the name.
A Facebook page can be a great way to engage your users and potential users. You can ask
them what they think of your designs, questions about what they’d like to see in your app, you
can share the good news, etc. Pretty much the same things you can do through your email list
but status by status.
Don’t make it only about your app, though. Not promotional only. Chances are people will get
annoyed and stop following you if your Facebook page is one giant ad.
Facebook posts: Blog articles, app news, new features, videos, presentation share from
Slideshare.
Post on Facebook groups: Share info about the app, videos. Try to make it to look like not spam
but mostly like a useful information that they will benefit from.
Business Groups
https://www.facebook.com/groups/BusinessClassifiedsOnLine/
https://www.facebook.com/groups/580474132010090/
https://www.facebook.com/groups/210178792472585/
32. https://www.linkedin.com/grp/home?gid=1144987
https://www.linkedin.com/grps?home=&gid=8160434&trk=anet_ug_hm
https://www.linkedin.com/grp/home?gid=1898242
https://www.linkedin.com/grp/home?gid=4733823
https://www.linkedin.com/grps?home=&gid=81209&trk=anet_ug_hm
https://www.linkedin.com/grp/home?gid=1894005
Marketing Your App With Video YouTube and Vimeo
Video is one of the most powerful ways to get your message across about your app. You might
think we’re biased, but we’re definitely not the only ones saying it.
Done right, a demo video for your app can bring you several marketing benefits.
It can help you boost your app visibility, increase user engagement and retention, and get
more (qualified) downloads. And that’s without mentioning branding and SEO benefits.
People are highly solicited nowadays, and they don’t have time to download each app they hear
or read about. This is true for smartphone users and bloggers/journalists alike.
A demo video allows you to show in a very short time what your app is all about. It
sounds cliché but it’s true: if a picture is worth a thousand words, imagine what a video
can achieve. Here are a few tips to produce an efficient demo video:
● Consider your audience. Keep your app target audience in mind at all times when
creating your script and video. Business people, students, young entrepreneurs.
● Write a script. This will save you tons of time and will allow you to make sure the
message you convey is the right one. Just like for your website, don’t hesitate to get
feedback on your script (before getting started on your video). If you can, try to bring him
some emotion and story telling.
33. ● Make it short (between 20 seconds and 1 minute). 1 minute top. You might be tempted
to show every feature of your app, but the truth is people won’t take the time to watch
your 3mn video.
● Focus on the benefits and and added value of your app. Focus on what makes your
app unique and worth downloading. Avoid boring and keep things dynamic. Show
Memo’s features.
● Make it efficient. Your goal is to show what your app is all about, but you also want
people to remember it and be able to download it. Make sure you display your app
name, icon and a call to action inviting viewers to download the app on the mobile app
stores. Displaying your website address helps, too.
● Keep it simple. If you’re not a video expert, it’s safer to keep it simple so don’t use crazy
cheaplooking effects or complicated scenario. A simple structure like intro > core
feature(s) > outro is most likely enough.
Some mobile app stores (Google Play, Amazon) have been allowing you to add a video to your
app page for a while. And now it’s coming to the App Store as well with iOS 8!
You can (and should) also use your video on your app website, in your public relations efforts,
when marketing on social media or even at events and tradeshows.
After actually trying your app, people watching your app video is the next best thing that can
happen. Make the most out of it. Create channels for MEMO on Youtube, Vimeo.
Choose The Right Promotion Campaigns
Playing with your app price and making promotions is a good way to boost your app downloads
and hopefully increase your revenue.
35. Your process strategy is concerned with the planning, development, implementation,
documentation and review of the systems that help you achieve the other aspects of your
marketing strategy. If you have the right processes you’ll have the right product, in the right
quantity to the right place at the right time.
● Priorities, responsibilities and timeframes (what/who/ when)
Assign responsibilities to yourself and staff to make sure your strategy gets implemented.
Make sure you set timelines so that everyone knows when action points need to be achieved.
6. Budgets and Controls
● Sales, expenses and marketing budgets tools for review
● Contingency plans and risk management
The Budget should be developed by you based on the market situation and what needs to be
done first. I suggest you spend most of your marketing budget on the online activities Sales
SEO about $800/ month, Facebook and Linkedin advertising about $200/ month, SMM and
Content Marketing $300/ month . For building fan base, create a buzz about MEMO
Facebook ad To create a buzz and attract attention to the app. We will test the market in New
York City and Boston Massachusets. Targeting men and women 2545 years old students,
small business owners, entrepreneurs, start up businesses, working from home, freelancers,
interested in smart phones, IOS, Iphones.
Out of 14 000 000 people the target audience is 450 000.
The daily budget is set to $10 which will give you between 10002700 people to reach daily.
