This document discusses how mobile apps can help businesses discover new customers, engage existing customers, and learn more about them. It provides growth statistics for different types of mobile apps and outlines the key steps needed to develop a successful mobile app: having a clear business objective, content strategy, and implementation plan. The document then compares responsive web and native mobile apps and provides a typical project timeline. It concludes by discussing common problems apps face after launch like low downloads, high uninstall rates, lack of monetization, technical issues, and maintenance burdens.

1. Mobile Apps
101Discover new customers,
engage the ones you have,
and get to know them better
Matt Tanner
Digital Producer, Iversoft Solutions
Owner, Firestarter Digital

3. 30% GROWTHOf mobile sessions in
game apps

5. 121% GROWTHOf mobile sessions in
utility & productivity apps

7. 174% GROWTHOf mobile sessions in
lifestyle & shopping apps

14. What do you need to
get started?

15. ◎
First, you need a
Business ObjectiveAn app is an investment, treat it like one.

16. Who am I targeting?
What do I want them to do?
How do I want them to do it?

17. "
Then, you need a
COntent StrategyYou can’t let your app get stale.

18. What content am I providing?
Who is responsible for it?
How often should I update it?

19. #
Lastly, you’ll need an
Implementation planMake your app a part of your business.

20. When should the app go live?
Do I need to change any processes?
How will I promote the app?

21. ◎ " #
$

22. How does your app
get built?

25. Responsive web Vs Native Apps

26. Responsive Web Vs Native Apps
Download from app stores
Access offline, without data
Full control over look & feel
More functionality
$10,000 + per platform
Access via web browser
Data/Internet required
Potentially inconsistent
Limited functionality
$5,000 - 20,000

27. Responsive Web is Good for you if…
Your content is presentational
You’re probably not using e-commerce
Your content benefits from a data connection
You have a limited budget
Your existing website isn’t responsive

28. A Native App is Good for you If…
Your content is more interactive
You could benefit from in-app hooks or tie-ins
Your business plan uses in-app purchases
You have a bigger budget
Your existing website is responsive

29. Typical Project Timeline
% $☼ ' (
IDEA STRATEGY DEVELOP CONTENT LAUNCH
)* +,
DISCUSS DESIGN MARKETING TESTING

30. %
IDEA
• Who is my audience?
• What problem am I trying to solve?
• How will this app accomplish that?
Answer the big picture questions
◎

31. DISCUSS
*
• How will this app make money?
• How will I finance this project?
• Who should I get to build this app?
• When do I need it delivered by?
Answer the BUSINESS QUESTIONS

32. STRATEGY
☼
• What technology should be used?
• Which features are prioritized?
• What content will drive this app?
• How will the app integrate with my operations?
ANSWER The Project Questions
#

33. DESIGN
)
• Decide how each screen should look
• Source graphics, logos, etc.
• Decide on interactions for each screen/element
BUILD the LOOK & FEEL

34. DEVELOP
$
• Make everything do what it’s supposed to do!
BUILD the FUNCTIONALITY

35. MARKETING
,
• Promote through existing channels
• Get others talking about it
• Reach out to media, if applicable
• Start writing your content (including store
descriptions, etc.)
TELL YOUR AUDIENCE ABOUT It

36. CONTENT
'
• Add copy (text), images, video, etc.
• Build a backlog of dynamic content
• Start testing your content with users
PUT A COAT OF PAINT ON IT
"

37. TESTING
+
• Test on as many devices as possible (or relevant)
• Get real user feedback before public launch
• Try to break (and then, fix) as many things as
possible
Squash Out the Bugs

38. LAUNCH
(
• Congratulations - your app can now go live!
• Do more user testing! How do they use your app?
• Commit to curating ongoing content
• Start planning immediately for a Phase 2… 3… etc.
Send it on its journey

39. Successful Project Timeline
% $☼ ' (
IDEA STRATEGY DEVELOP CONTENT LAUNCH
)* +,
DISCUSS DESIGN MARKETING TESTING

40. What to do
After Launch?

41. Common Problem #1
Users don’t download your aPp“Build it and they will come” doesn’t work

43. 1.2 - 1.3 millionApps on the major stores

44. Your App

46. Common Problem #2
Users Don’t Keep Your AppAlways be delivering value

47. RetentionRate(%)
0
25
50
75
100
Months after download
0 3 6 9 12
App Retention Rates
Source: Flurry Analytics & estimates via Apptentive
94%gone after
6 months

48. Crashes/bugs
Slow/Unresponsive
Heavy battery usage
Too many ads
0 20 40 60 80
Common Reasons for Uninstalls
Source: Apigee, 2012

50. Common Problem #3
Your App Doesn’t Make MoneyMonetization model & value delivery are key

51. Paidmium
4%
Paid
4%
Freemium
92%
MOnetization Models
Source: App Annie, 2013

52. Common Problem #4
YouR App Doesn’t work Well On…Test & fix, but don’t aim for perfection

56. Common Problem #5
Your App Is a Pain to MaintainPay to do it right, or pay to do it again and again

59. @mtanner613
@wemakethatapp
@firestarterdgtl