1. Don’t let your Baby die!
10+ web app survival tips
Wolf Becvar @wdbecvar
06. Juni 2012 #webinale Berlin

2. Wolf Becvar
MOIN twitter.com/wdbecvar
wolfbecvar.com

6. Who are you?

7. UX
START-UP MARKETING

8. Source: http://bit.ly/NIoKpo

9. Source: banksy.co.uk/

11. Source: http://upload.wikimedia.org/wikipedia/commons/e/eb/German_submarine_stranded_1921.jpg

12. Source: http://thecellularguru.com/wp-content/uploads/2011/04/Gowalla-Logo-via-Android-Market.jpg

13. Source: http://nla.gov.au/nla.pic-an24475500-v

14. # 1
“Everything is
marketing.
- Jason Fried 37signals

19. Who the hell needs marketing?

22. Marketing has
changed
forever!

23. Evolution of Marketing
FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“What it has” “What it does” “What you’ll feel” “Who you are”
1900 1925 1950 2000
Source: Marty Neumeier, The Brand Gap

24. Source: http://www.vintageskivvies.com/art/archives/adgallery/1900s/1900/1900wrights01ad.jpg

26. Source: http://2.bp.blogspot.com/_nxUb2kYKSvI/Sc7Nb8LG0aI/AAAAAAAAQzw/JqFTZunYsLY/s400/Coke+Ad-+56-+Goria+Romero-sf.jpg

27. Source: http://www.creativereview.co.uk/cr-blog/2012/january/nike-make-it-count

29. Old Communication Model
SENDER MESSAGE RECEIVER
Source: Marty Neumeier, The Brand Gap

31. New Communication Model
SENDER MESSAGE RECEIVER
Source: Marty Neumeier, The Brand Gap

32. “This sucks!
- Anonymus

33. # 2
Don’t ignore
your brand!

34. “The best software has a vision.
The best software takes sides.
When someone uses software,
they’re not just looking for features,
they’re looking for an approach.
They’re looking for a vision.
- Jason Fried, 37Signals

35. Who the f**k are you?
What makes you special?
Why should I care?

37. Source: http://bit.ly/M31ksd

38. that ’s a claim

39. that ’s a claim too

40. # 3
Build social
capital!

41. Research
React Identify
Act Listen
Learn

44. Referrers
3 %
18 %
49 %
30 %
Campaigns Search Engine Direct Entries Websites

45. # 4
Choose your market, business model
and pricing strategy carefully
very, very

46. • niche vs. total market
• free vs. paid
• what would you pay?
• charge from day 1 (beta?)
• don‘t be innovative - be really boring
• run A/B tests
• re-jig over time

47. Where do you fit in?

54. # 5
Engage from
day -100

55. Pre Launch Growth Maturity
Word of mouth & viral, Blogosphere referral, A-List customers,
Twitter, Facebook, Communities, Conferences, Meet-Ups
Direct Mail PR Internet Advertising
- opt-in email list - Company blog - Ad-Words
- betatesters - Xing, LinkedIn ... - Banner ads
- Conferences
- Magazines
- Blogposts
- Compiled Lists
SEO web-app list cheat
sheet
- optimized page markup
- organic search

56. [App]itecture

57. # 6
UX

60. • Usability happens during wireframing

61. •Make signing up as simple as possible

62. •Provide an experience for your visitors

63. •Run usability tests
•

64. # 7
Provide kick-ass
support

66. “You learn when you listen.
You earn when you listen -
not just money,
but respect.
- Harvey Mackay

67. # 8
Love your metrics
metrics cheat-sheet

68. • Use Google Analytics/Piwik

69. • Build a customized backend & track your traffic

70. # 9 Don’t join the
feature war

71. Source: http://foolishgadgets.com/files/2009/03/shoot-yourself-gun_tfxnt_6648.jpg

72. “Listen to your customers, but
then ignore them.
Remember your vision.
- Jason from Mint.com

73. #10
Be passionate

75. Danke!
ping me!
wolfbecvar.com
twitter.com/wdbecvar
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