Do you run a small business? Want to connect with your users on the device they use the most?
There's an app for that - and now you can create it without breaking the bank.
Not only are there iPhone apps to help you run your own business, but the price of app development has dropped considerably, so now your company has a great opportunity to establish a presence on this incredibly important platform.
I've outlined some advice below for app development that I've accrued at Guideas over the past year or so.
In addition, here's a link to an interview I did for an article on MainStreet.com about app development for small business back in December.
1. Have a plan
Having a strong, strategic plan is marketing 101. These same fundamentals apply to the world of app development as they do for any other marketing effort.
Make sure to answer questions the following questions before you even begin thinking about getting started: What do we want to accomplish? How much are we willing to invest? Can we make this app interesting enough for users to share? How important is it to include social media?
2. Carve a niche
With well over 150,000 apps in circulation broken into a handful of categories, the whole goal is to be embedded in a niche as much as possible and own search term keywords. Examine the core reasons why a user would even want your app in the first place.
NOTE: Realtors and local businesses are titling their apps with their city or county. This makes search more effective. Since marketing and tracking of iPhone apps is limited, the point-of-entry occurs at the App Store on iTunes or on the phone itself. App users are a 'seek and ye shall find' crowd.
3. What's your budget? / Paid Apps? ROI?
• App development costs for US development team have a broad range between $500 - $100,000 with the average costing in the $15-25,000 range.
• Consider that Apple takes 30% of revenues from apps sold in the store if you want to have a paid app.
• Caution: Apps are being generated at a ratio greater than new iPhone owners. This statistic gives you all the more reason to have a plan, carve a niche, etc.
4. Added benefits
• Minimal additional marketing is required.
• Active, engaged user base.
• Unlike web, there is much more control over the end product in iTunes delivery and iPhone platform.
• The iPad is on the horizon. Your apps will (most likely) transfer seamlessly to a whole new platform and user base.
5. Goods or Services
Apps for a company offering goods such as a wine label, restaurant or clothing company must embrace the experiential side of what they offer. The iPhone is a wonderful tool, but since it can't provide a user with a tasty glass of wine or sampling of your clam linguine, the next best thing your app can do is to bridge you to your community of believers.
Service-based apps can be a drop in the bucket if done correctly. Treat your app like an e-business card. Give your users a one-touch sharing button through their address book or social network and watch them spread the word.
6. Get social
Now more than ever, users value the opinions of their peers and participate in crowdsourcing through networks to get the answers they want.
Use your app to build a platform for your brand advocates. Empower your hardcore brand following. Give them a megaphone through their social channels.
7. What do they need?
What are the needs and desires of your audience? If your app works towards filling that void you increase your chances of success. Don't develop forgettable apps. Add that one killer component that will keep them coming back for more - give them an incentive to show others. This is where the 'gaming' aspect of app development should be explored.
Consider how people search for apps. Will they be searching for a utility? entertainment? Again, if you know where they will be looking, you increase your chances.
8. Industries that will benefit
No one industry stands out, but if your business is in any of these fields, an iPhone app makes a lot of sense: automotive, hair salon, hotel, real estate, restaurant, business services, and professional services.
9. App features that work
• Contact points (phone call, website address or e-mail)
• Quick location based contact such as ('Let's set up an appointment', 'I like this property', 'Let's meet here')
• Appointment setting
• Add to contacts quickly enters the company/individual's info directly into your Address Book
• Simple form submission for queries about your business
• Browser in the app allows the user to quickly view important pages on your website
• View images such as maps that a web user would normally have to search several clicks in a web browser to reach
• Loan calculator
• Allow you to view their social network streams, Facebook Fan Pages, etc.
• Search through database to look at inventory (properties, cars, etc.)
If you're wondering about how your app will translate over to other smart phone platforms, many good developers are working on cross-platform functionality for devices like the Android. This could be a good filter question to help you decide which development team you choose.Tim Andren is the founder of Guideas, Inc. an innovation and marketing company.
