Curbing Your App-etite

Bob Aiese ©2013

"We need to build an app! There's a lot of internal pressure on us to launch something right away."

Our agency hears this request so frequently right now. It's become the hot button, the Holy Grail, the "be all and end all" for many marketing managers.

Before you spend those marketing dollars, however, there are 5 questions that you should be able to answer.

1. Is my business really ready for an app?
Developing the app is just the first step in the process. You'll quickly be confronted with other questions like these: Will it be made available through our website or through an app store? How will potential users become aware of-and download-updates as they become available? Will we need to cross departmental lines to support the app? In short, you'll need to treat this more like a long-term strategy rather than a separate effort.

2. What kind of apps do my target users like?
They probably have a smartphone (about half of U.S. adults do), but that doesn't mean they're using it to its full potential. In the U.S., Gen X and Gen Y users make up two-thirds of the app audience, so before you build make sure you understand your audience's app habits.

3. What do I want my app to accomplish?
Understanding exactly what your goal is for this app and making the programmers understand your expectations will help alleviate many of the questions and problems that you might encounter. And remember, your app must offer users new content and utilities...it should never just be a recap of the PDF's, videos and information that customers can already access on your existing website.

4. What kind of schedule is realistic?
Most apps require time to formulate, review, program, review, debug, re-review and sign-off on once you give the initial go-ahead. Depending on the size of the project, this could take a few weeks or several months. Taking this into account will help when you are ready to make the app available to the public and--because adequate promotion is truly necessary-make sure you also include time for support efforts in your development schedule.

5. What's my total budget? 
Once the scope of the project and the skill set
and number of specialists working on your app are finally determined, you might be shocked when you get the bill if your expectations (see #3) are not communicated at the onset. You should also plan to buy and develop other media to promote your launch.

Addressing these issues before you call your agency in for a meeting will ensure that your app is successful...and that your potential customers are receptive and satisfied!