Identifying Your Apps Unique Value

In this chapter you will learn the criteria and steps required to develop a unique selling proposition, including details on understanding your application's unique qualities, strengths, weaknesses, and competitive selling points. Working through these steps will provide you a messaging platform that you will use through all of your marketing programs. What is really meant by marketing To many developers, marketing typically means two things advertising and selling. However, marketing is really...

Advertising Your Apps

There are at least six major vendors vying for ad revenue in the iPhone iPad ad market. Two such companies have taken center stage in early 2010, Admob and Mobclix, who are considered dominant players in this space. There's no doubt that mobile advertising is big business and getting bigger every month. Analysts peg the market to grow to 1.3 billion by 2013 up from 68 million in 2010. Just like any type of advertising, it's important to determine how effective it might be for your particular...

Publishing and Distributing Your Press Release

There are a number of online outlets for publishing and distributing your press release. Two of the more popular sites for iPhone apps are PRMac and PRWeb. Both sites offer excellent service with very good results although they vary in price and capabilities. PRMac (www.prmac.com) offers good capability and distribution at a very affordable price, less than 20 per press release at the time of this writing. They also offer free immediate distribution. If you want to specify a time and date, then...

Quantifying App Development Costs

The first part of the app cost benefit process is to identify and quantify the costs associated with your app development. Your costs will fall into two categories fixed and variable. Fixed costs include any expenses that are the same every month. If you are an independent developer or a small LLC, you may be renting some office space. You will want to include the monthly rent as a fixed expense for the expected duration of app development. If you have just bought a new Mac for development, you...

Conducting an App Pricing Analysis

Although, you may think it's a little over the top to do a pricing analysis for an iPhone iPad app, these skills will come in handy as you build your brand and start to build multiple apps. A pricing analysis (or cost benefit analysis) is also an exercise you should do prior to developing your app. So many developers (or entrepreneurs) think of an idea for an app and set out to develop it or contract with someone to develop it without thinking through what it might cost them. It's easy to get...

Apps to Extend a Web Based Products

Another option companies can use is developing an app that is an extension of existing products or services. These types of apps typically provide a scaled down service of the main web-based app. They often lack all the features of the original app because the app is new or because the original web app is much more complex than an iPhone iPad app can support. In the case of the recently released app from Fidelity Investments, they offer a lot of the functionality for traders but not all of it....

Provides a Roadmap for Growth

If you intend to create multiple apps and build a brand, having a marketing plan is a must. With a marketing plan you can create a roadmap (timeline) for when you plan to release each app into the App Store. Your plan can include a launch calendar, and you can strategically launch each app in succession. Without a calendar to track all your development and launch activities, you will experience confusion building your brand. A number of companies that provide serial types of apps benefit by...

Promoting Your

The best approach is to take a look at your local paper and see which categories would fit for your particular app. Most papers have a technology section, so you at least have one category to focus on. Larger papers will also have other sections that will fit more closely to your particular type of app. You can approach all reporters editors in any category that you think might be a fit. Don't worry if you contact the wrong person. They will usually forward your message to the right person or...

Helps You Obtain Funding

Perhaps you have not given much thought to funding your app endeavors, but there are some developers who want to build a formidable company around selling apps on the App Store and on other mobile phone platforms. One of the key requirements for any businessperson seeking funding is developing a solid business plan, which includes a marketing plan. A marketing plan is going to help your investors understand the type of apps you are going to develop, who your competitors are, and how you intend...

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For iPhone, 33-34 managing marketing activities, 273-274 market analysis in marketing plan , 244-245 market research, 60-61 importance of, 19 market segmentation, 57-63 marketing, defined, 37 marketing activities advertising, 98, 101-102, 262 with Admob, 102-103 with Mobclix, 103 online advertising, 105 paid search, 103-104 with Quattro Wireless, 103 in traditional media, 98-101 after app launch, 256 balancing, 253-254, 256 community relations, 105-107 coordinating, 92-93 demand generation,...

Segmenting Your Market

By interests and find that you sell most of your apps to people who are avid fishermen or sports enthusiasts. Many independent developers stop after segmenting their market once, thinking they have enough information to be able to identify and communicate with their most likely customers. However, larger, more successful app development companies will attempt to push on further to find out even more information about their customers' lifestyles, values, life stage, and so on. Let's define some...