Embed Size (px)
Citation preview
WWW.TECHCXO.COM
1
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
2
We live in a mobile-first world
Since 2013, people have spent more time on mobile devices than on
traditional computers.
3
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.
4
WWW.TECHCXO.COM
5
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, ...)
6
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
7
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.”
8
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.
9
Take Away #1: Understand Today’s Technology
Understand the platforms, understand technology,
understand trends. If you do that you can radically remake
your business.
10
WWW.TECHCXO.COM
11
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
12
13
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
14
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?
15
16
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
17
Take Away #2: Start Marketing Early
Consider marketing a partner. Plan the entire marketing
process, but don’t overthink. Test, measure, adjust.
18
WWW.TECHCXO.COM
19
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.
20
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
21
Today’s bar is set by social and games
22
Key Components of Experience
• Affordance• Feedback• Simplicity• Structure• Consistency• Tolerance• Accessibility
23
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.
24
Take Away #3: Great UX is a process
Great UX is deliberate.Great UX takes time.
Great UX is always worth the effort.
25
WWW.TECHCXO.COM
26
Data - Be prepared to iterate based on
analytics
27
The Mobile Closed-Loop
Mobile Customers
Technology
Analytics
Marketing & Sales Strategy
28
TechnologyData Generation & Management
Web Analytics
Marketing Automation
SEO & Other Tracking Software
Salesforce / CRM
Analytics Packages
Dashboards
29
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.
30
WWW.TECHCXO.COM
31
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
32
Steps to Success
1.Concept2.Development3.Marketing
1.Analysis2.Feedback3.Updates
Execution
Iteration
33
Take Away #5: Execute, Execute, Execute
Great Execution&
Constant Iteration
34
WWW.TECHCXO.COM
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
35
WWW.TECHCXO.COM
36
5 Must Haves for Launching a Successful
Mobile ProductWWW.TECHCXO.COM
TechCXO
