Android Business Essentials

download Android Business Essentials

If you can't read please download the document

  • date post

    18-Jan-2015
  • Category

    Technology

  • view

    195
  • download

    0

Embed Size (px)

description

Talk at AnDevCon

Transcript of Android Business Essentials

  • 1. Nathan Mellor CritterMap Software LLCSignup for links at http://eepurl.com/d9tZj

2. Agenda Motivations: About you About me Mindset for success Seven steps to make more money 3. I heard about some high school kid thatwrote an app in a weekend and is now amillionaire 4. Is this you?(licensed from Dilbert.com) 5. About me - 2009 Worked for a major printermanufacturer for 12 years Feb 2009: routinemeeting with boss Downsizing announced New house, new mortgage. March 27: Last day at work March 28th: Third childborn April 2009:Outplacementcounseling 6. What should I do?Get a new real jobDo contractingConsultingMy true passion:Become a successful online business owner. 7. Nathan in 2010 Reeducation through the Trade ACT Enrolled in University of San Franciscos Internet Marketing program Developing an app on a new operating system called Android First launched to the market June 2010. Started at about 5 sales a day; I was aiming for ~56. Paid zero taxes AND got a refund. 8. Nathan in 2011 Saw app rise to the top of theTravel and Local category paidapps in January. (Took a screenshot) App featured in Android Market inJuly 2011 In December, survived acompetitive threat from a publiclytraded company that wanted meout of business Paid taxes 9. Nathan in 2012 Still just one app but it is a fulltime endeavor Making some revenue through in app purchases Still havent taken a real job. 10. No, its not just visualizing yourself surrounded by money. 11. Which person do you want to be? 12. What is he worried about?IdeasResearchDevelopmentQualityPublishingTech SupportMarketingImprovementsContent creationBusiness Deals 13. Your Biggest Obstacle to Success. True or False? Since your time is free, you can save a lot of money/overhead by doing most everything yourself. 14. Your Biggest Obstacle to Success. Myth: Since your time is free, you can save a lot of money/overhead by doing most everything yourself.Fact: Your time is probably your biggest expense, therefore, anything you *do not* do yourself will likely save you money. 15. What is your time truly worth? What if you have a day job?My house What if you dont have anyincome? In December 2010, I got a callEasy commutefrom several recruiters The job was not in San Francisco. The job was not in PortlandNiceAndroid It was three miles away.Job I wasnt available. . .Columbia River 16. So... do you need an office buildingand some venture capital? 17. What if youre just a guy in acorner office with a view? 18. CollegeIs this spam? Educated, EnglishSpeaking, Industriouspeople are *anxious* to work for you for $2.50 an hour.Meh? 19. Hiring People For the small businessman, usually means outsourcing Is it easier to: Get a contract from a spec and get competitive bids? (ieelance,Odesk,etc) Hire a part time freelancer? (ie Odesk,etc) OR Hire someone fulltime? What would you have them do? 20. What could you hire someone todo? Eugie Rogelone Tech support Graphics specialist Help Guides Icons Jaimie, Hashir Experienced Android Layouts Developers Video production Daniel Zoraya Intern Content writer Tools and server programming Article Marketer Jennifer Joyce Beginning Android Developer Armae TBH Linkbuilder QA Enrico GIS Specialist 21. Lets start with a graphics person You want to look for vector graphics Everyone in the Philippines takes Photoshop incollege; look for Illustrator, others Other skills: video production, 3D, css They can learn Android icon standards Patch 9 files Prototype layouts Have them send you an email report each day Pay them via Paypal mass pay 22. OnlineJobs.phAbout $325/month AdobeIllustratorVideoAnimations 23. Project Management: BaseCamp 24. Starts with an audienceWho are the potential customers?What are they looking for? 25. What do they buy now?Ex: Garmins outdoor/fitness division had sales of$400 million last year 26. Marketing funnel for Android AppsAndroid Activations 500,000 per dayAUDIENCEPotentially interested in outdoor (1%?) 5000(target market) navigation on a phonePROSPECTKnow about your app (from ??? Market ListingMarket listing/website) ~600 websiteLEADHave tried your free app800CUSTOMERHave paid for something (paid 100app, in app purchase)EVANGELISTWill recommend your app, rate,5and shareLOYALISTWill buy more stuff from you3(other apps, in app purchase) 27. What about assessingcompetition? Should you search the Android Market? Dangers lurk . . . 28. Crushing your dreams . . . What should Dilbert do? 29. My Perspective In November 2009, apps had 255 char descriptions andsearch was very primitive. From my narrow perspective, Windows Mobile was on its way out; iPhone wasbig, Android was a rising star iPhone had five or so apps that did what I wanted to do Android had zero (or so I thought) Static analysis is insufficient By the time of release, there were three, including one publicly traded company (or so I thought) Now? Maybe 500. Some are free. Some are Open Source 30. What to do? Make up your mind that you *will* ship a product. Look for positive examples in your target market. 31. The Top Grossing Apps Look in the top 200 Emulate success! See what is similar or parallels 32. You will probably do this.It is cost effective. 33. The Funnel in Action Get Found inGet Found in a search a listClickInstall through Buy! Appto details 34. Lists Featured Top Paid Top Free Top Grossing Trending Categories Featured Top Paid Top Free Top Grossing Trending 35. Sources of Downloads- Sept-Oct Downloads5000450040003500300025002000 150010005000 Downloads 36. Do you want to be at the top?Factors (search, list) Total number of downloads/sales Recent number of downloads/sales Active Install Percentage Number of ratings Average rating Number of comments Keywords in Title Keywords in description front loaded. 37. Search ResultWhat will get them to click through?App IconStar RatingTitle (branded vs keyword)Company nameOn web:Two sentences of descriptionNumber of comments (1028)Category 38. Getting an install: what do they seeWeb Market Phone Market Promotional Image Screen Shots Screen shots One paragraph of description Youtube Video (promotional) Whats new One paragraph of description Rating breakdown Rating breakdown 3 reviews 3 reviews 39. Android Market Image (inside tips) Aesthetic guidelines 1024x500px No white backgrounds No basic advertisements No obvious screen shots of theApp in use Must be eye catching; vivid yetunderstated Text Requirements:Branding, App Name, Tagline(optional) if the promotion isaround a specific holiday orevent, that can be reflected inthe imagery as well 40. Comment myths and facts: true orfalse? A free app will naturally get better ratings andreviews, because user expectations are lower. A good app can reasonably avoid getting negativecomments. If you make fixes and improvements, users will come backto update their rating. Users can easily see past three recent comments frompeople who obviously have an attitude problem. Anyone who finds fault with your app must have unrealisticexpectations or a defective world view. You can get good comments by getting the right people tocomment. 41. Comment myths and facts: true orfalse? A free app will naturally get better ratings andreviews, because user expectations are lower. FALSE A good app can reasonably avoid getting negativecomments. FALSE If you make fixes and improvements, users will come backto update their rating. FALSE Users can easily see past three recent comments frompeople who obviously have an attitude problem. FALSE Anyone who finds fault with your app must have unrealisticexpectations or a defective world view. TRUE. You can get good comments by getting the right people tocomment. TRUE 42. How perspective changes:remember the target market Maps slow, ugly, and out Better than a $400 pieceof dateof hardware! Other apps better and Best maps for thefree outdoors Eats battery Saved my friends life! 43. What about alternative App Stores I get an email every day about a newone. Mostly a waste of time. Amazon gets about 2% of my sales onAndroid Market. Most are much less than that. 44. How can you engage the rightpeople? Have a weeklyemail newsletter. Subscribe users ofyour app Can useautoresponders MailChimp example 45. What can you cover in a weeklynewsletter? New features you just put out Response to comments in the Market News and topics of interest for your target customer Ask users to take action: Leave a comment in the Market Respond to an important survey See and comment on your YouTube Video Like your fan page on Facebook Etc. It also serves as a reminder to buy. 46. Mailchimp Newsletter Report 47. Other ways to interact Social Media Facebook Twitter In app messages AppsFire, others 48. How does a helpdesk make youmoney?WithoutWith 5000 support requests a year 5000 support requests a year. 10 minutes average to handle 1 min to handle each oneeach one. Hire someone to handle at About 20 full time weeks.least half of them Once you have 2.5 apps, you About 1 full time weekwont be doing anything butanswering email 49. Zendesk 50. What can you do with a helpdesk? The most common question: I got a new phone / rebuilt my old one. How do I getmy app back? Can you: Have a page about a common task with pictures Send the ten most common answers in the autoresponse Have macros that answer those common questions andinsert links to those pages. 51. Simplified 52. Web page marketing 53. Keyword Research A keyword is generally a multi word phrase You want keywords that: Are RELEVANT to your product Have lots of TRAFFIC Are ATTAINABLE. 54. Example: Traffic 55. Attainable: The Top Ten Do any spammers contact you and tell you they can get you into the *second* page of Google? 56. An Optimized Page .. Mentions the phrase (ie Android Topo Maps) In the url In the tag In the tag In an tag In the first sentence In the first sentence o