The document discusses the current state of app development and market trends, noting that the app boom may be over as many smartphone owners are not downloading new apps. It outlines steps for developing an app, including conducting market research and building a compelling story to attract users. Additionally, it emphasizes the importance of key performance indicators (KPIs) in the early stages of product development and provides insights into monetization and user engagement strategies.

2. Hello!
Aleksey Ivanitsa
Readdle

3. Readdle
- More than 50 Millions Downloads
- 8M Monthly Active Users
- App of the Year, Editor’s Choice etc.
- Readdle has never raised money and
profitable from the very beginning

4. US App Store Today

5. 1
Where’s the
App for That?

7. Approximately 2 million
apps are in App Store

8. Apple
announced
⊙ $40 billion was paid to
developers since 2008
⊙ More than half a million iOS
developers have created apps
⊙ Apps could generate $101 billion
annually by 2020 (AppAnnie)

9. 2
The app boom
is over

10. “ Your phone is full of apps, and
you're done downloading new
ones — unless they're Snapchat
or Uber.

11. Reason and
results
⊙ Most people have all the apps
they want and or need. They're
not looking for new ones
⊙ Average drop in downloads is
about 20 percents in the U.S.
⊙ Globally mobile market is
growing. But not by much. +3%

12. Reason and
results
⊙ Most US smartphone owners
download zero apps in a typical
month
⊙ The top 7% of smartphone
owners generate half of all
download activity
⊙ 42% of all app time spent on
smartphones occurs on the
individual’s single most used app

13. 3
I still want to
develop an app!

14. “How do I make my app
known to my potential users
once I launched it?

15. Answers ⊙ You pray and hope that a
miracle happens
A few ways you can have you app being
discovered:
⊙ You reach out to journalists
⊙ You are featured by Apple
⊙ You decide to invest in
marketing campaigns.

16. 4
First steps
How to start building
your product

17. Steps ⊙ Idea
⊙ Story
⊙ Market Research
⊙ Prototype, Design,
Development, Beta Launch,
Customer Feedback etc.

18. How to
create a good
story
⊙ Tell people what they can do
with your product, not what
the product does.
⊙ Show how customers can use
your product to make their
lives better.
⊙ Build trust using proof with
testimonials and customer
stories.

19. Story
Example
BE BRILLIANT AT EMAIL
SUPERHUMAN IS NOT JUST
ANOTHER EMAIL CLIENT
We rebuilt the inbox from the ground up
to make you brilliant at what you do. We
specifically designed it for those of you
who want the best.
superhuman.com
Superhuman is gorgeous. Blazingly fast.
And comes with advanced features that
make you feel superhuman.

20. 5
Building a product
in early stages

21. Early Stages ⊙ Define your Core KPI
⊙ Increase KPI results to drive the
core value of the product
Instagram used the next Core KPI:
1) Number of posts per user
2) Number of shares per users.
(core grow mechanic)

22. Early Stages ⊙ Define your Core KPI
⊙ Increase KPI results to drive the
core value of the product
⊙ Great product call internal
triggers

24. Early Stages ⊙ Define your Core KPI
⊙ Increase KPI results to drive the
core value of the product
⊙ Great product call internal
triggers
⊙ Create branded content

27. 6
Basic KPI

28. Basic KPI ⊙
⊙ Retention
⊙ LTV
⊙

29. 7
Monetization

30. Source of
installs
⊙ Organic (featuring, search
results)

31. Source of
installs
⊙ Organic (featuring, search
results)
⊙ Other platforms

32. Source of
installs
⊙ Organic (featuring, search
results)
⊙ Other platforms
⊙ Other products (Apalon)

33. Source of
installs
⊙ Organic (featuring, search
results)
⊙ Other platforms
⊙ Other products (Apalon)
⊙ Marketing

34. Type of
in-apps
⊙ Paid Application
⊙ In-apps
⊙ Recurring
⊙ Non-recurring

35. Useful Services

36. Services ⊙ Amplitude.com
⊙ SensorTower.com
⊙ App Annie.com
⊙ Firebase by Google

37. Thanks!
Any questions?
fb.com/alex.ivanitsa