Post on 10-Feb-2017
WWW.TECHCXO.COM
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5 Must Haves for Launching a Successful
Mobile ProductWWW.TECHCXO.COM
TechCXO
Agenda
1. Introductions2. Setting the stage3. Understanding what’s possible with current
technology4. What’s your marketing plan?5. A killer UX for a killer app6. Be prepared to iterate based on analytics7. What else does it take to succeed?
Topics & Speakers
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We live in a mobile-first world
Since 2013, people have spent more time on mobile devices than on
traditional computers.
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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.
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Understanding today’s technology is critical for a new
business
Our mobile ecosystem is complex!
Apple (iOS, tvOS,
macOS, watchOS)
Google (Android,
ChromeOS, Wear)
Cloud (AWS, Heroku, MongoDB, PostgreSQL, Node.js, ...)
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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
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Understanding what’s possibleYankee 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.”
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Understanding what’s possibleSheet 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.
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Take Away #1: Understand Today’s Technology
Understand the platforms, understand technology,
understand trends. If you do that you can radically remake
your business.
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Key Components to Killer Marketing
Plan
Why Marketing
Tremendous Competition
Marketing: Equal Partner with Product
Don’t get lost in the crowds
2.2M 2.0M
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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
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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
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?
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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
AARRRAcquisition, Activation, Retention, Referral, Revenue
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Take Away #2: Start Marketing Early
Consider marketing a partner. Plan the entire marketing
process, but don’t overthink. Test, measure, adjust.
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Great UX - easy, simple, beautiful,
memorable
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.
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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
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Today’s bar is set by social and games
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Key Components of Experience
• Affordance• Feedback• Simplicity• Structure• Consistency• Tolerance• Accessibility
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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.
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Take Away #3: Great UX is a process
Great UX is deliberate.Great UX takes time.
Great UX is always worth the effort.
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Data - Be prepared to iterate based on
analytics
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The Mobile Closed-Loop
Mobile Customers
Technology
Analytics
Marketing & Sales Strategy
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TechnologyData Generation & Management
Web Analytics
Marketing Automation
SEO & Other Tracking Software
Salesforce / CRM
Analytics Packages
Dashboards
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AnalyticsKPIs: Taking Data & Deriving Insights
Lead Analytics Web
Analytics
Conversion Analytics KPIs
Pages Per Visit
Lead Sources Contribute to Revenue. CAC & CLTV
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.
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And don’t forget the rest!
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
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Steps to Success
1.Concept2.Development3.Marketing
1.Analysis2.Feedback3.Updates
Execution
Iteration
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Take Away #5: Execute, Execute, Execute
Great Execution&
Constant Iteration
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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
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5 Must Haves for Launching a Successful
Mobile ProductWWW.TECHCXO.COM
TechCXO