About Us
Matthew Ho
● Next Digital, Deloitte, Airbnb, Native Tongue ● Tapmint: Innovative mobile/web apps ● Writing ebook: “Start your digital marketing career” ● Twitter @inspiredworlds
Head of Product Development at Tapmint
Content
1. Why, how, what
Criteria 2. Business considerations 3. Mobile app considerations 4. Web analytics 5. Financial
6. Summary
● Why = purpose
● How = process ● How do we build an app?
● What = implementation ● Technology stack ● User requirements ● User Stories / Features ● Design ● UI/UX ● Solution
2. Why do we need an app?
Focus of this talk
2. Criteria: Business considerations
• Why are you looking to start this project? • Need • Business goals
• Assuming we have built this app, what business goals do you hope to achieve
• Most org’s need assistance building a business case
2. Criteria: Business considerations
● New marketing channel ● Competition
● Current competitors ● Future competitors
● Value proposition: What is the value delivered to customers?
● Does customer care? Will they download the app?
3. Criteria: Mobile App Considerations
● Does the app enhance the mobile user experience?
● Does it make it easier to make purchases? ● In-app-purchases ● Mobile App UX
3. Criteria: Mobile App Considerations
● Is immediate access an advantage?
● Does it make it easier to access and use your product/service?
● Will it increase engagement of your product/service?
● Is immediate notification an advantage?
3. Case Study: Accommodation Marketplace
● Airbnb is a marketplace for accommodation
● Guests and hosts ● Needs to be liquid ● Immediate notifications ● Immediate access ● Easier to communicate inside app ● Users responded 3 times faster to
messages with the app
Source: http://techcrunch.com/2012/09/27/airbnb-1-million-mobile-downloads/
3. Case study: SAAS product
● Customers are not coming back to the SAAS web product.
● Wanted mobile app to increase retention.
● Need to review conversion funnel ● Recommendation: email reminders,
improve product, fix on-boarding process
● Mobile app would not necessarily improve retention.
3. Criteria: Mobile Considerations
● Location context is important ● Easier to access on device features ● Built for specific platform vs mobile
web available on all devices ● More time consuming to iterate and
get customer feedback
3. Criteria: Education case study
● Wanted to test hypothesis that target customers would use their product
● Prototyping and receiving feedback would be much faster on web
● Would validate the case whether to have an app
4. Criteria: Current business situation
Look at current business ● How is the need currently being
solved by customers? ● Review web analytics for mobile
usage. ● Amount of mobile users ● % of traffic by platform ● Mobile OS, devices ● Mobile web conversions ● What do mobile visitors want
to do on the website?
4. Criteria: Current business situation
● Customer feedback on ● Mobile UX ● Is there a need for an app?
● App & Mobile Web ● Compulsory to have mobile friendly
websites (Google announcement) ● Ideally both app and mobile website ● ROI
5. Return on investment
● Quantification of benefit ● Financial forecast ● 30% revenue cut for iTunes & Google Play ● Non-financial benefit
● Increased engagement ● Value add
● Is Benefit > costs ? ● Will inform your decision
5. Total Cost Of Ownership
● Total cost of ownership (TCO) ● CAPEX
● Cost to go live ● Enhancements
● OPEX ● Ongoing expenses ● Maintenance ● Hosting ● Customer support ● Licenses ● Software
5. Total Cost Of Ownership
● Factors that impact cost ○ Complexity ○ Integration ○ Supplier’s experience,
reputation, location ● Estimate: $30k to $250k AUD for
cost to go live based on our experience.
● Marketing budget is separate
6. Summary
● Understand why you need an app ● Criteria
● Business considerations ● Mobile considerations ● Current business situation ● Financial
Contact Me
● Email: [email protected] ● @inspiredworlds ● Personal blog: http://inspiredworlds.com
(Top 20 Australian best business blog)
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