What makes a successful app? The ‘duh’ tip (tie in to social media)

When you are considering your audience, the multiplier effect, and marketing opportunities, you MUST be thinking of Facebook and LinkedIn and Twitter and all social media trends. They don’t guarantee success, but they can help. It’s a statistical conclusion and a gut reaction from experience. However, if you do tie in to social media, be sure it makes sense and is easy and fruitful for users to do.

So, the second thing we asked ourselves when thinking about our new app idea was: 

Should we (and how would we logically) integrate our new app with other apps and tools for social networking?

We think the answer is "yes" for our project, but every app and every business is different.

We think we have the right social media tie-in ideas and know what exactly we want to gain from tying in to Twitter or Facebook, but we continue to test our ideas and fine-tune. It's important to walk through multiple scenarios and keep asking questions.

• How should my app interface with Twitter (for example)? Should Tweets be sent automatically when users do something or should users be able to choose when to Tweet from your app?
• Does it need to be an iPhone app tied to Facebook or a separate Facebook app and iPhone app? (Or Android, etc.)
• Does LinkedIn make more sense for us? Are there any barriers to entry at LinkedIn?

If you have a good idea for how to tie a serious business solution into social media, go for it! Even a more serious business app can benefit from the network of social media (think jobhunting tools or marketing experts). 

For example, you may want to develop a personal finance app with which users track their spending and receive a gold star whenever they stay within a weekly budget. A big danger alert flashes on the user's screen when they get close to the spending limit before the end of the week. Users may NOT want this app to push these achievements and failures to Facebook. Although..., if it was optional, maybe that would be okay so that any users who respond to peer pressure can involve their friends.

 

If you are developing a photo app, maybe you want to automatically post images to Flickr or tie into Dropbox. That's a tie-in that boosts visibility and provides a useful service to your customers.

We'll fill you in on the details of our new app when it's ready to share and maybe you can tell us about your ideas in the comments.
 

Here's an example of how we use Twitter in our existing app, SoDunked! It gives this complaints an audience of 11,000 followers and that might just make this SoDunked! user feel a little better.

It may not be a serious app, but overcoming insomnia is another story. Is there an app for that?

 

While you brainstorm your own ideas, come on over to our page at the app store and try SoDunked! or gift it to a friend. There must be someone you want to dunk.

What makes a successful app? Solve a problem

For our new app, we decided we need a new checklist to evaluate the viability of our idea. We developed this checklist by studying successful apps and identifying the qualities that they all share. Each of these Friday tips will be about one question to ask yourself when you are developing an app or even just coming up with an idea.

Our first question for the checklist is:  

Does this product/service solve a common problem?

(In fact, if you don't have an app idea yet, looking for a problem to solve is a good first step!) Most of the successful apps we see solve a problem.

In our case, we think the answer is yes, our app solves a problem (sorry we can't divulge yet what the app is about).

During the planning for SoDunked!, we were thinking “fun” and “games”. At the time, there were at least 3 apps in the top 100 that were just about passing gas (pooting, futzing—my mother couldn't say the word aloud and I can't write it) and there were also several about lobbing nasal secretions.

Needs no caption!

Just one of many

I bring these up only to say that at the time we decided to build SoDunked!, simple entertainment and novelty apps were very popular and seemed like a good choice with which to enter the app market.

ExpenseMagic

Today, things are different. The age of the novelty app has passed (did you know that Apple even states in its submission guidelines that developers really need not submit any more gas-passing apps?). Statistics say that game apps are declining in popularity as well. So, Lyle and I (and lots of more expert folks) think that the age of the useful app has begun in earnest. (I've seen more expense reporting and productivity apps than I can wade through—fyi, some reviews at http://www.lifehack.org/articles/productivity/the-lifehack-big-list-50-top-productivity-apps-for-iphone.html, http://mashable.com/2010/12/30/expense-reports-iphone-apps/, and http://www.readwriteweb.com/biz/2011/01/5-iphone-apps-for-creating-exp.php.)

For evaluating your app ideas, here are some suggestions:

1. You could run your app idea through this variation on the "Does this solve a problem?" question: Does my [photo app idea] do it better or differently than the several hundred that are already at the app store? Or, do I have something that no other [expense report] apps have that will make it stand out and garner enough attention to earn revenue or generate buzz. 
2. Lyle chimes in, from his perch behind an iPad across the room, that "Does this solve a problem?" is a question you should ask at many decision points throughout your app and business development process, not just about the general function of the app and not just during the idea and planning phases. When you are considering spending another chunk of time or money to add a new feature, change the layout, add more artwork, or to involve more people as investors or owners, and so forth, ask yourself whether doing this is solving a problem—is it helping me get to my goal or is it just bells and whistles or something my kid—or a vocal investor—is begging we roll into the app.
3. In fact, Lyle and I both say aloud at the same time, "don't just ask yourself—ask a few other people for their expert opinions" on the decisions you face. They can help you get perspective on whether that next step will solve a problem or divert you from your purpose. Then review those opinions and your own analysis to decide what to do. If you don't know anyone with the experience you need, you can usually get free advice from networking, cold calls, or reading an expert's blog.
4. Be sure you know your market—search on your app idea both in iTunes (or other app stores) and on the web. Again, ask someone if you can find someone to ask. Remember that sometimes it's worth it to go to your nearest public or institutional library—a reference librarian can help with this sort of question, even in the digital age. (We are big fans of real live librarians.)

So, that’s our Business 101 tip—make sure your app or business is solving a problem. No one needs another fart app (oops, I wrote it); however, a "how to prevent [or distract from] them during business meetings" app might just be viable. There’ll be another tip for the checklist next Friday, so stay tuned.

And, when you need to let off steam as you watch someone release their app that looks a lot like the one you've been working on for months but haven't yet released, go dunk ‘em with SoDunked!

We have another app brewing

Wow, we’ve been busy! We have another app brewing, or should I say “marinating”?

Lyle and I have been making chicken wings a lot lately for a picky eater and I am learning how to adjust the marinade so that it isn’t too sweet or too hot or too salty or just too much. Likewise, for the new app,we need to find that “just right” balance—it needs to be simple, yet complex enough to be useful and interesting for our particular audience.

Analogies aside, what do successful apps have? As we embark on the next leg of our journey to an app, we are identifying the key things to consider and we will write about each over the next few weeks in a series of Friday Tips entries.

Tune in soon to hear about the first one: Business 101. In the meantime, keep telling friends and family about SoDunked!

We launched a free version of SoDunked!

Happy almost Spring!

As we announced at the end of last year, we released a free version of SoDunked!. We did it to see if a free version would help sales of the paid version or increase downloads so that we could consider adding some InApp purchases or ads. (Our free version is just the plain dunking game part without the social networking options.)

This has been an exciting experience so far. Here is a look at the data.

 

Free App Sales Trend

Paid App Sales Trend

If you compare the downloads for the paid versus the free app during the same period, we had about 100fold  more free apps as paid apps downloaded in the same period. The free apps peaked around the week after we released it. The paid app sales spiked at the same time as the free app. We think this means that the free app did, in fact, drive some sales. The effect was short-lived though. The paid app downloads are not as high, but seem to persist more steadily (and that has been true all year) than the free app looks like it will. But, it is early yet. We know that we need to do more promotion (thanks for all you are already doing, Lyle!!). Still, it is exciting to see the downloads and we have learned a lot to take forward with us on this journey.

Now, get out there and dunk someone! And be sure to tell someone else about SoDunked!.

When other things take priority -- The juggling act of running a small business

Image c/o Frank C. Müller
via Wikimedia commons

January got busy--so busy I haven't been on here to post a new entry in weeks, but not busy enough to distract me from eating second breakfast and double dessert.... As our youngest would say, "stupid scale!"

I need to write more about the free version of SoDunked! (we released a free version last month!), our progress or lack of progress in taking next steps in the life of our business, and also get some exercise. But, like everyone who has a business like this on the side (like everyone period), Lyle and I have managed what we can for SoDunked! but been focused on other things out of necessity. Lyle has a new day job, I am at the start of the busiest time of year at my day job, it's open house season at the public schools in our area, I had jury duty, we've had some family visits out of state, and everyone has been sick.

When you run this sort of business on the side and your other responsibilities are at front and center, this side business can get sidelined. We deal with the critical things about the business (bills, taxes, basic maintenance, people ) and let the rest slide until we have time again. We anticipated this about our lives so we took the risk to start this business rather than a restaurant or a brick and mortar shop. We hope we can set aside more time more often to make this business a success. We hope that it will grow into something that will demand more attention all the time. And, we really hope it will earn enough money to draw us away from the gravitational pull of the rest of our lives.

I'll be back to talk about SoDunked! and our future plans as soon as I can. For now, I will repeat the classic January mantra for so many Americans: "must go to gym, must go to gym" and take a few minutes of down-time to dunk the scale.

We are grateful to have day jobs and to be worrying about this 'extra' job when so many people we know and hear about have lost and are still losing jobs. Best of luck to everyone we know who is struggling or juggling. Be sure to take good care of yourselves and be hopeful.

If you are extremely annoyed at someone these days (boss, candidate, entertainer, all of the above?), remember you can take it out on them without hurting a fly or anyone's feelings by dunking them with SoDunked!

Dunk someone today!

SoDunked! is 1 year old! -- Looking ahead

Here is the last in our series of blog entries reflecting on the one-year anniversary of SoDunked! appearing in the app store. As we look ahead, there are two last things we will focus on--the question of involving investors in a new venture and the need to better tap into our known intellectual resources (smart people we know).

Well, would we involve outside investors next time? (especially since we opted not to for SoDunked!) Yes, if there is a next time, we will again weigh the pros and cons of getting investors and those pros and cons will be different now that we have the experience of the last year under our belts. And, to be frank, it does feel more likely (and more necessary) that we would look for investors.

Investors can help to spread the word about your products because they have a stake in your success. Also, having investors requires some governance. Formal governance might put more pressure--and resources--to bear on the process of marketing and advertising and on enhancing and researching despite other demands on our time and budget.

The obvious benefit of raising money for your mobile app venture, including for marketing and advertising budgets and for enhancements is reflected in this article in MSP News or TMCnews.com, both from PRNewswire via Comtex. (Or, read this about the risk of "too much capital" in this Inc.com blog entry by Bo Burlingham.)

Another thing we will do more in this next year is ask for help. We know so many great minds in marketing, people experienced in startups and entrepreneurship, and experts in strategy and management. Outside voices can be both sounding boards and advisors. We need them. It's not that we didn't consult friends or family this time around, but we feel like there is more we can learn from these folks than we have yet realized--being a small "mom and pop" shop that struggles to meet our measures of success, we may hesitate to involve others. We also will look for ways to expand this pool of intellectual resources, through LinkedIn or local meetups or online forums or other means.

To be honest, this is really hard work. If you are out there selling your app or any product or service, you probably know already how much time and money it takes. We have invested a lot (sweat equity, you know) so we are staying the course for now. We'll keep plugging away, try more new things, dunk a few people with SoDunked!, and spreading the word.

We hope you will keep spreading the word about SoDunked! Thanks for your support so far. We wouldn't be here without you.

To all the developers who read our blog, may this new year be happy and filled with app sales.

SoDunked! is 1 year old! -- Should we do more development?

As we get ready to ring in the new year, here is another in our series of entries reflecting on the one-year anniversary of SoDunked! appearing in the app store.

So far, in these blog entries, we have talked about success and failure and whether we should keep going with this venture. We dwelled briefly on the past and now we want to look ahead. That seems appropriate given the New Year.

You might ask then, "will you make other apps or make updates to this one?" Well, we would like to do both. We have lots of ideas. But, before we develop a new app or spend any money (er, find money to spend?), we have added new tasks to our due diligence list and new questions to ask about each potential app.

For due diligence, we would evaluate developer costs and research the appropriate cost for professional marketing. As a result, we might skip developing an app that would drain money for development and leave nothing for promotion. We would also choose an app that solves a pressing problem, thus meeting an existing demand.

We would love to enhance this app, but until we meet our thresholds for additional development expenditures, we will hold steady. That's what's best for us. Everyone has to make that decision based on their own situation.

Note: we did just release "SoDunked! Free" for those who don't need the social networking part, specifically, kids 4-9 years old! We will keep you posted on that.


Help us ring in the new year by dunking someone or something with SoDunked! tonight. Maybe that pesky party house next door that had a pre-New Year's eve party until 4am this morning....

We wish everyone a very happy new year and send you all thanks for supporting SoDunked!. We couldn't do this without you.

SoDunked! is 1 year old! -- Is it still worth doing this?

Here is another in our series of entries reflecting on the one-year anniversary of SoDunked! appearing in the app store.

So, you probably want to ask--at least I know I ask myself and Lyle often, "is it still worth doing this and at what point do we give up?" We ask each other especially at the time when our big annual fees come due or when it's time to pay taxes. (It's amazing how much those things add up--overhead, state registration, developer's license, and so forth.)

Everyone should have a different answer to this question. Some people set themselves a date by which they have to reach a set of goals. Some people say they'll stop when they run out of money. And others will say "when I stop enjoying this." It is a combination of these three for us plus "when I run out of ideas for that 'one last thing to try' that's really going to make the difference."

For some reading on real exit strategies for business owners (every entrepreneur should have an exit strategy, preferably one that involves profit, but at least one that protects you and gives you a step-by-step plan to "escape" when it's time), read this Entrepreneur magazine article by Stever Robbins.

In the meantime, as we plod along with our work here, be sure to use SoDunked! to dunk a slow cashier (instead of yelling at them) or skip the last-minute shopping altogether and gift our app instead! (What a great idea--no lines, no fuss, no post office visits!)

What are you annoyed today? Dunk it with SoDunked!

Portion of pby Osvaldo Gago

Today, I can't decide whether I am more annoyed at traffic or lines at the checkout. Who or what should I dunk with Sodunked! so that I can vent and be in a better mood during this festive time of year.

Portion of photo by Marlith

I just wanted to run to the store this evening and pick up overnight diapers, but after 30 minutes of sitting in traffic to get somewhere that is 5 minutes away by car and then waiting in a long checkout line behind people with carts full of stuff they wish they'd had more time to think through (the lady in front of me is taking things out and hanging them off of the candy display as she narrates her decisions for all of us behind her), I am at least mildly miffed. I am mouthing the words "Just open another line, people!" but not saying them aloud. I know I ought to find somewhere I can walk to instead or, better yet, figure out an alternative to overnight diapers; but, barring those options, I am stuck with traffic and lines for a few more days.

Maybe SoDunked! can help keep me from taking out my annoyance on Lyle when I get home (poor guy doesn't want to hear as I am sure he has had the same things on his errand nights this week).

What are you annoyed about? Take a picture and dunk it today with SoDunked!

SoDunked! is 1 year old! -- Success and failure

Our first app, SoDunked!, appeared in the app store exactly one year ago today. It seems like a good time to reflect on the year past as well as look forward to the year ahead. Lyle and I put our heads together and wrote quite a bit on this, so we will publish our reflections in installments over the next few weeks.

Since last December, we have attracted over 3,600 Facebook fans--from 19 countries and all continents except Antarctica, nearly 13,000 Twitter followers, over 4,000 "Journey to an App" pageviews from 10 countries, and, well, less sales than we thought we would have by now. By different measures we are both a success and a failure. We have had success at selling to people in dozens of countries, at using social media, at building a following, at getting the message out to a lot of people. We have failed to get it out to enough people and at getting enough of those people to buy. I also think we have failed to use our circle of experts to help us with decision-making and strategy as much as we could have this year.

According to scholars of entrepreneurship, failure is important--critical in fact--so I am thinking that failing at some of our goals is one of our successes. Okay, bear with me here. If we had sold as many apps as we had hoped by now, we might have relaxed a bit too soon, burned out quickly, or learned only that we were lucky. (Okay, we'd have earned more money at this, but I digress.) By not reaching those sales goals, we have to pay attention, experiment, try new things, find workarounds, and continue to brainstorm instead of saying "well, we got it right, no changes needed." We know what we would do differently next time and we apply what we have learned as we try the next approach to our current (SoDunked!) venture.

For an interesting article about entrepreneurial  failure (and success), read this article by Michael Hennigan at FinFacts in Ireland. Or, read this blog post from Brad Feld at Feldthoughts.

We hope all of your app developers find success at this. And, please, please, please, send SoDunked! as a gift to some 4-9 year old kids' parents today!