The more data you have to work from the better.
I’m pleasantly surprised by how many iPhone app developers have shared about what’s worked for them and what hasn’t. Over the next few weeks I’m going to share some of my own learnings, but even more importantly what other app developers have experienced and learned.
My first set of case studies today is on overall strategy.
Is there any good high level information out there?
What should I include in my marketing plan?
Any definite dos or don’ts?
High Level Strategy
Case Study: Start by reading App Cubby – Selling Out Gracefully
In this blog post David Barnard shares a lot about the progression of his business over the past 2 years. He’s had some ups and downs, but also quite a bit of success.
What I learned:
- He worked long days and nights to make App Cubby successful
- His “role” is (creative lead & CEO)
- His success was a combination of a great app and strong marketing
- Sponsorships can be a potential source of revenue
- Possible impact of getting promoted by Apple ($30k in one month)
- He’s smart and I should read all his posts
What I liked:
- He’s been effective ($250k in revenue in 17 months)
- He’s honest about the ups and downs he’s faced
- He shares real numbers
- He shared even more data. I’m a #’s guy, so the more the better. I realize he can’t share too much and give away all his secrets
- I’d like him to write everyday (OK this isn’t realistic either)
- I had Honeywell paying me!
Hope you find this case study helpful. I’d follow David on Twitter if I were you. Let’s move on to the next one.
Case Study: Next read Tapity’s post on The Plan
In this post Jeremy of Tapity shares about what he did to market his Grades app that just launched this month.
His five points are:
- Finished a solid preview version
- Blogged and guest blogged
- Did press previews
- Contacted local press
- Shares some things he’ll do at launch
What I like:
- So far his app’s 4 1/2 star rated. Looks like a quality app
- He shares specifics of what he’s done to prepare for launch
- His grass roots, low budget local approach
- Connecting with influencers over social media
What I wish he had in his plan:
- Results. It’s too early, but I’d love to know how his plan is working
- Mobile ad testing. Has he thought about that? Why isn’t that included?
- What about approaching other educational type apps?
- How about partnering with high schools, colleges, and universities?
Dos and Don’ts
As long as we are on the topic of overall strategy I want to end with some of my own do’s and don’ts.
This app is no longer in the app store, but at Pinger we learned invaluable things from launching Pinger Phone. It was a combination of social media feeds and instant messenger. It launched in December of 2009 and was in the top 100 free apps for 15 days.
When it comes to strategy:
- Think about what users need or want and build that
- Keep your concept simple (Pinger Phone was a bit too complex)
- Be willing to make mistakes and learn (Pinger Phone was not a success, but led to other apps successes)
- Scrap an app if it’s not working and move on
- Don’t spend a year to build an app (1-3 months is ideal)
- Don’t submit your app and then think about marketing
- Don’t spend all your money on development, leaving nothing for marketing
- Don’t have just one revenue source if possible (Pinger Phone was 100% ad revenue)
Hope that gives you some food for thought about your overall strategy!
Have you seen any other good case studies on strategy? Add them in the comments.
Photo credit: alicejamieson