AlessandraDonnini( Etcware( APP DON… · Subscripons •...
Transcript of AlessandraDonnini( Etcware( APP DON… · Subscripons •...
Parliamo di app Alessandra Donnini
Etcware
BUSINESS PLAN
cominciamo con l’idea
valore offerto
• c’è un compito che la nostra app risolve ? • c’è un problema che la nostra app elimina? • c’è un desiderio che la nostra app esaudisce? • c’è un miglioramento sostanziale che la nostra app apporta?
obie>vi • innovazione – creare una nuova domanda tra i clien@ che in passato non
era presente; • performance – incrementare la qualità della performance; • problem solving – risolvere prontamente problema@che e necessità
individuali; • design – proporre grafica e design di successo; • usability – fare in modo che servizi e prodo> siano facilmente u@lizzabili; • prezzo – garan@re un risparmio sui cos@ lega@ a servizi e prodo>; • miglioramento – fare sì che il prodoHo evolva e divenga migliore; • sicurezza – diminuire ogni eventuale rischio; • accessibilità – fare in modo che il più ampio segmento di clien@ possibile
possa raggiungere e permeHersi i servizi e i prodo> offer@; • iden@tà – servirsi di un brand grazie al quale consolidare la propria
immagine.
chi sono i clien@?
• Per chi s@amo creando valore? • Chi sono i nostri clien@? Mercato di massa, Mercato di nicchia, Mercato segmentato
quan@ sono i clien@? • tu> i ragazzi delle scuole in Italia • tu> i ragazzi delle scuole in Europa • tuHe le persone che hanno un telefonino (L’India e la Cina
raggiungeranno oltre 400 milioni di nuovi uten@ smartphone …)
• tu> i single • tu> coloro che amano gli animali
come guadagno?
• What problem is your app trying to solve and how?
• What is unique about your app and would people pay for this?
• What else do you think your app users would be willing to pay for?
• What business models do compe@ng apps use and how well have they worked?
E-‐Commerce (M-‐commerce)
• Amazon, Target, Groupon and Walgreen • Mobile e-‐commerce apps generate the most revenue in the
app industry. • There are two ways you can approach it: you can have
physical inventory and sell your own collec@on of goods and services (e.g. Target) or you can have virtual inventory and sell others’ inventory (e.g. Amazon). The laHer is considerably less risky and can provide you with a much broader offer, however profit margins are minimal and it is hard to differen@ate from compe@tors.
• Research company Forrester predicts that tablets will be the mobile device of choice for consumers to shop online with.
Royal@es and licensing • The most common way to receive royal@es is to offer your app to a device manufacturer like Samsung, HTC and Motorola and have them pre-‐install it on their devices (note that Apple does not do this). For every device that is ac@vated they will make you a pre-‐agreed upon royalty payment.
• This business model is unusual for startup apps. It takes a good reputa@on, good connec@ons and a great amount of @me and money to close these deals.
• Established apps are therefore more likely to engage in these sort of prac@ces. Famous examples are Flipboard, Zynga, Polaris and TripAdvisor.
Subscrip@ons • Subscrip@ons based revenue models are especially suitable for
tablet and big screen smartphone owners. • music, movies, books, newspapers, magazines and more to its
paying members. • As with m-‐commerce, the backend of this business model involves
great efforts and oaen needs a big budget if you produce your own content. Offering 3rd party content can only provide low margins.
• Music and movie industries are especially characterized by strict copyright rules which makes closing licensing deals with content producers a @me and money consuming task.
• From the past we learn that success lies in crowdsourcing. Youtube, Vine, Soundcloud and others, although they were not “mobile first”, grew to be huge successes.
Affiliate and CPI services
• Cost per install ads have skyrocketed in popularity over the last few years. Over 59% of Facebook’s ad revenues are derived from mobile ads and es@mates are that a significant por@on of that comes from app install ads, which they only started offering during the fall of 2012. Needless to say, app install ads are big business. Mobile ad networks allow apps to serve app install ads as well which can provide a significant revenue for app publishers. App install ads are considerably more profitable than other types of in-‐app adver@sing. If your app can get an app install ad no@ced by the right target audience, adver@sers (dominantly game apps) are willing to pay a rela@vely large amount per install. They are able to pay more than regular adver@sers because they can calculate exactly how much revenue an acquired user will provide. Several ad networks offer this ad format but you need to keep in mind how you will serve the ad to your users. There are several methods but suitability varies with app categories.
Freemium The freemium business model has become widely popular among app publishers. A pure freemium model means that a user can download a stripped version of the app for free and then needs to pay to unlock the premium features or remove its ads. Usually these versions go under the names of “free” and “pro”, respec@vely. By using this “foot in the door” tac@c, developers hope that users will enjoy using the app which will make the barrier to actually spend money on the pro version lower. U@lity apps are par@cularly suitable for this revenue model. They usually fulfill a pressing need or offer real solu@ons to everyday problems a (professional) user might have which forms a strong argument to buy a pro version. In contrast to in app-‐purchases which usually ask for 99 cents at a @me, pro versions of premium apps can easily cost $90.
In-‐app purchases Apps that are mone@zed through in-‐app purchases operate similarly as freemium apps. The key difference is that with this model users can buy new virtual goods over and over again. Games especially seem to do well with this system in place. Just look at games like Candy Crush, Clash of Titans, FarmVille, and many others which make millions of dollars in revenues. Both freemium as in-‐app purchases have significant risks of not performing well enough to provide the developer with a comfortable income. However, apps that offer in-‐app purchases have enormous upside poten@al if you manage to make them into viral hit apps. This model represent the American Dream in the app industry in that any developer can make it to the top. You don’t need a lot of money to build an addic@ng app nor do you need to have the right connec@ons to create its content. You are in total control. However, just like so many people chase the American Dream in vain, many of these apps only barely provide enough revenue to survive.
In-‐app ads
Apps that show regular ads (in contrast to app install ads) are among the lowest performing business models. The essen@al problem is that an app that relies on adver@sing revenue oaen needs to sell millions of impressions to make it an undertaking worthwhile. That is because the CPM (cost per thousand impressions) is oaen very low for these types of ads. Especially banner ads perform poorly, providing liHle value to both the publishers as the adver@ser. Ad networks play a fundamental part in this business model since they provide you with ad supply. Choosing the right ad formats in combina@on with the right ad network means the difference between life and death for your app.
Paid downloads
Apps that ask money upfront have gradually become less and less fashionable in the app markets. They do s@ll exist in big numbers (although that seems inevitable considering the total amount of exis@ng apps) and are oaen produced by established app developers. Dominant categories are games and u@lity apps. Games giant Electronic Arts publish a variety of games this way which means that it’s definitely s@ll a viable model. However, they have a huge advantage of an exis@ng portolio of highly popular games (brands) on other platorms.
canali
Come comunico al mondo che ho faHo un’app? Su quali market distribuisco la mia app? • distribuzione • diffusione
compe@tors
• Chi sono I miei compe@tors? • Esistono soluzioni simili? uguali? • Perchè la mia soluzione è migliore di altre? • Che strategie ho per proporre la mia app?
quanto costa
• Quanto costa sviluppare la app? • Quanto costa meHerla in produzione?
quanto ricavo, quanto guadagno
dove trovo i soldi?
• finanziamen@ regionali, nazionali, horizon 2020
• business angels/incubators • crowdfunding • contest????
PROGETTARE LA APP
architeHura soaware
SVILUPPARE UN’APP
linguaggi di programmazione
• hHps://en.wikipedia.org/wiki/Mobile_applica@on_development
piaHaforme per costruire app (senza sapere programmare)
• Appery.io hHps://appery.io/ • Mobile Roadie hHp://mobileroadie.com/ • TheAppBuilder hHp://www.theappbuilder.com/ • Good Barber hHp://www.goodbarber.com/ • Appy Pie hHp://www.appypie.com/ • AppMachine hHp://www.appmachine.com/ • GameSalad hHp://gamesalad.com/ • BiznessApps hHp://www.biznessapps.com/ • AppMakr hHp://www.appmakr.com/ • ShoutEm hHp://www.shoutem.com/
lanciare la app
lancio
• Crea qualcosa di unico e u@le, poi fai il “bar test” • Racconta una storia emozionante e memorabile • Scegli la migliore “finestra di lancio” • Realizza un website per promuovere la tua applicazione
• Fai digital PR e crea un Blog aHorno alla app • Regala la tua applicazione al lancio
… ma tu che hai faHo?