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5 Must Haves for Launching a Successful Mobile Product
- 1. WWW.TECHCXO.COM 1 5 Must Haves for Launching a Successful Mobile Product WWW.TECHCXO.COM TechCXO
- 2. Agenda 1. Introductions 2. Setting the stage 3. Understanding what’s possible with current technology 4. What’s your marketing plan? 5. A killer UX for a killer app 6. Be prepared to iterate based on analytics 7. What else does it take to succeed? Topics & Speakers 2
- 3. We live in a mobile-first world Since 2013, people have spent more time on mobile devices than on traditional computers. 3
- 4. We live in a mobile-first world • 59% of digital shopping occurs on mobile devices. • 50% of time spent on any digital media occur on apps. • 90% of all time spent on mobile is spent in apps. • Yet in 2016, enterprises are allocating less to mobile than in 2015. 4
- 5. WWW.TECHCXO.COM 5 Understanding today’s technology is critical for a new business
- 6. Our mobile ecosystem is complex! Apple (iOS, tvOS, macOS, watchOS) Google (Android, ChromeOS, Wear) Cloud (AWS, Heroku, MongoDB, PostgreSQL, Node.js, ...) 6
- 7. Understanding technical trends is key • AWS has made cost and speed of creating new cloud based businesses very small • IoT is growing like crazy • Bots and AI - deep learning and computational infrastructure has made AI real 7
- 8. Understanding what’s possible Yankee Candle Scent Systems ● Allows one field agent to manage an entire hotel, warehouse, or office. ● Take advantage of cutting-edge Internet of Things (IoT) technology. ● Monitor stations for repair needs, refills, and real-time statistics. ● “Our competitors just can’t do anything like this.” 8
- 9. Understanding what’s possible Sheet Music Direct Play Along ● World’s leading sheet music company. ● Empower musicians in learning, recording, performing. ● Features tap into power of iPad: input/output, microphone, speakers. ● A professional-level portable recording studio. 9
- 10. Take Away #1: Understand Today’s Technology Understand the platforms, understand technology, understand trends. If you do that you can radically remake your business. 10
- 11. WWW.TECHCXO.COM 11 Key Components to Killer Marketing Plan
- 12. Why Marketing Tremendous Competition Marketing: Equal Partner with Product Don’t get lost in the crowds 2.2M 2.0M 12
- 13. 13 Marketing Getting Started 2. Validate idea & UCV: Non-biased competitive analysis 3. Select target buyers 4. Size market & revenue model 5. Choose name & keywords carefully 1. Determine business goals
- 14. 14 Marketing Getting Started 7. Build online presence immediately 8. Think through AARRR 9. Determine budget 10. Test, Measure/Adjust, Test 6. Do the basics: Objectives/Goals/Strategies/Tactics
- 15. Choose Your Revenue Model Pricing models • One time, Up-front fee • Up-front fee + in-app purchases • Free + in-app purchases • Free (“lite version”) + paid version • Free + advertising • Subscription • Cross Promotion What to charge • Market research is your friend • Experiment – Easier to lower price • Remember commissions & refunds Does Your Pricing Pay the Bills? 15
- 16. 16 The Launch is the New Beginning Users are your Best Or Worst Friend Make it easy: • Good ratings to App store • Bad Ratings to support • Allow / Enable Users to Contact You • Customer issues addressed often become customer advocates • Monitor, Monitor, Monitor
- 17. AARRR Acquisition, Activation, Retention, Referral, Revenue 17
- 18. Take Away #2: Start Marketing Early Consider marketing a partner. Plan the entire marketing process, but don’t overthink. Test, measure, adjust. 18
- 19. WWW.TECHCXO.COM 19 Great UX - easy, simple, beautiful, memorable
- 20. A Great User Experience is Key to Retention On average, new apps lose 80% of users within the first 3 days. A great User Experience (UX) is the key to retention. 20
- 21. What Makes for Bad UX? • It doesn’t address a need • It has bad on-boarding • It doesn’t deal with empty states • It’s buggy • It’s slow • It’s confusing • It’s inconsistent • It doesn’t look amazing 21
- 22. Today’s bar is set by social and games 22
- 23. Key Components of Experience • Affordance • Feedback • Simplicity • Structure • Consistency • Tolerance • Accessibility 23
- 24. KidConnect - Simple and Effective ● Designed to help autistic students. ● Very simple UI, for both students and teachers. ● No unnecessary information. ● Collects data for later analysis. ● Result: Kids use the app to work out feelings, leading to more time spent in class. 24
- 25. Take Away #3: Great UX is a process Great UX is deliberate. Great UX takes time. Great UX is always worth the effort. 25
- 26. WWW.TECHCXO.COM 26 Data - Be prepared to iterate based on analytics
- 27. 27 The Mobile Closed-Loop Mobile Customers Technology Analytics Marketing & Sales Strategy
- 28. 28 Technology Data Generation & Management Web Analytics Marketing Automation SEO & Other Tracking Software Salesforce / CRM Analytics Packages Dashboards
- 29. 29 Analytics KPIs: Taking Data & Deriving Insights Lead Analytics Lead Analytics Web Analytics Web Analytics Conversion Analytics Conversion Analytics KPIsKPIs Pages Per Visit Lead Sources Contribute to Revenue. CAC & CLTV
- 30. Take Away #4 Mobile marketing and product / service offerings adds a new wrinkle to strategy, the marketing mix and analytics — don’t underestimate the importance of the combination. Combining source data and deriving analytics requires a re- examination of the role of new and in-place strategy, technology and processes. Expert help is available. 30
- 31. WWW.TECHCXO.COM 31 And don’t forget the rest!
- 32. Execute across all aspects • Financial • Business model • Investment / budget • Organizational • Right people doing the right things • Dev Ops, Data Ops, and Product, not just Design & Dev • Product management - continuous and critical • Legal - patents and policies 32
- 34. Take Away #5: Execute, Execute, Execute Great Execution & Constant Iteration 34
- 35. WWW.TECHCXO.COM Conclusions 1. Understand today’s technology 2. Killer marketing plan started early 3. Great UX is planned 4. Study your analytics and iterate 5. Execute across all aspects 35
- 36. WWW.TECHCXO.COM 36 5 Must Haves for Launching a Successful Mobile Product WWW.TECHCXO.COM TechCXO
Editor's Notes
- It’s hip to say “we are a mobile society,” but it’s a fact. According to a global internet trends report by KPCB, since 2013 people have spent more time on mobile devices than on traditional computers.
- comScore (https://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-android-retail-apps-us) http://www.comscore.com/Insights/Blog/Smartphone-Apps-Are-Now-50-of-All-US-Digital-Media-Time-Spent
- Enterprises can use mobile technology to do things they’ve never been able to do before, and to get an edge over their competition.
- Mobile devices are incredibly powerful and if apps can leverage this technology, we can do amazing things.
- Not understanding what’s possible with current technology (RF) It will go viral! Not having a killer marketing plan (T) Not having a killer UX – the bar is set high, you have to reach it (RF) Not being prepared to iterate based on analytics (T) Not enough cash Not the right mindset What does it take to succeed? (RF +T)
- (June 2016 www.statista.com) Whether B2C or B2B, there’s tremendous competition If B2C, and selling thru apps stores – challenge millions of apps to compete against for mindshare; good news – you know where your customers go to buy If B2B – less competition but more of a challenge to locate them Regardless, there’s a lot of marketing that needs to get done and in parallel to product development
- Determine business goal: Revenue; Increase physical store traffic; Visibility Validate idea / Unique Value Proposition focused on WIIFM Select target buyers:B2B (type company & job function); B2C (dedmographics) Size market / Non-biased Competitive Analysis / Choose revenue model Choose right name & keywords Do the basics: Objectives/Goals/Strategies/Tactics Think through AARRR: Acquisition, Activation, Retention, Referral, Revenue Determine budget Consider product localization & hyper-localization marketing –using IP geo-location Get started early – Simple website; email subscription,… Test, adjust, test
- Determine business goal: Revenue; Increase physical store traffic; Visibility Validate idea / Unique Value Proposition focused on WIIFM Select target buyers:B2B (type company & job function); B2C (dedmographics) Size market / Non-biased Competitive Analysis / Choose revenue model Choose right name & keywords Do the basics: Objectives/Goals/Strategies/Tactics Think through AARRR: Acquisition, Activation, Retention, Referral, Revenue Determine budget Consider product localization & hyper-localization marketing –using IP geo-location Get started early – Simple website; email subscription,… Test, adjust, test
- One time, up-front fee – The most straightforward, but not the most desirable. The reason is that you are supporting an increasing number of users and you have to get even more users to fund your future development costs. Up-front fee + in-app purchases – This is probably the hardest sell because you are asking people to pay twice. It only works in certain niches. Free + in-app purchases – Most of the ridiculously profitable games in the world use this model. It should one of the first revenue models you should explore. Free (“lite version”) + paid version – This can be a great model if you have a strong value proposition that can be showcased in a free version of your app. Free + advertising – Advertising is generally a four letter word, but it can be a good revenue model, if you have no other options. Consider offering an in-app purchase that removes the ads. Subscription – A model that is becoming increasingly popular because it provides recurring income to cover future development costs. Cross Promotion – As I mentioned above, you may want to create a totally free app to get a ton of users. You can then cross promote your paid app within the free app.
- You need users to become your marketers. You need users to talk to their friends about it. You need users to share content by themselves. Allow users to contact you. Let them contact you from within the app. Let them contact you from the App Store page (the support URL). Let them contact from your website or through social media. Once they contact you, you need to listen to them. Answer them. Act on what they’re suggesting (or consider it). Do your best to turn an unhappy or unsatisfied users into someone that understands there is a person behind the app that can be reached and cares about its users. Once you have successfully dealt with a request or problem, those users will usually be happy to leave you a great review. Allow people to contact you within the app, via email or a tweet. You can also use an in-app feedback SDK like
- The go-to market plan should consider the following six types of marketing, and weigh up the pro and cons and relative costs of each: Paid advertising – display, search, native. Public relations – to earn press, blog coverage. Owned media: digital – CRM, email, SMS, social media. Owned media: physical – brochures, packaging. Shared media – social media, email, SMS. Search engine optimization and app store optimization.
- Not understanding what’s possible with current technology (RF) It will go viral! Not having a killer marketing plan (T) Not having a killer UX – the bar is set high, you have to reach it (RF) Not being prepared to iterate based on analytics (T) Not enough cash Not the right mindset What does it take to succeed? (RF +T)
- http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
- Customers ➔FACILITATED BY TECHNOLOGY ➔ ANALYTICS ➔ SALES & MARKETING Strategy ➔New Mobile Marketing Programs
- CRM: Salesforce.com, SugarCRM, Other Marketing Automation Software: Hubspot, Marketo, Other Dashboards Analytics Packages: Flurry, Localytics Tracking S/w
- Sales, Marketing & Product Data: Visitor arrives at your site due to marketing activities or SEO Visitor browses your site Visitor converts to a lead through a web form Lead becomes a customer
- Determine business goal: Revenue; Increase physical store traffic; Visibility Validate idea / Unique Value Proposition focused on WIIFM Select target buyers:B2B (type company & job function); B2C (dedmographics) Size market / Non-biased Competitive Analysis / Choose revenue model Choose right name & keywords Do the basics: Objectives/Goals/Strategies/Tactics Build online presence immediate – start with simple website Think through AARRR: Acquisition, Activation, Retention, Referral, Revenue Determine budget Consider product localization & hyper-localization marketing –using IP geo-location Get started early – Simple website; email subscription,… Test, adjust, test