Why Do You Need an App Strategy?
Now that you know the fundamentals of the app market, it’s time for the fun part: designing your app.
As excited as you are to see your app in the world, don’t rush into building and launching it without a solid strategy in place. The app environment is unique, so directly transferring your desktop or mobile site and strategy into an app will not lead to long-term success (or even any success at all).
Truly capitalizing on the app market’s opportunities means coming up with an app design and launch strategy tailored specifically to the mobile environment.
Turning Opportunity Into SMART Goals
Apps allow brands and companies an unprecedented, direct connection to their customers, and that connection literally places your brand experience in the palms of customers’ hands. Turning that connection into a loyal and fruitful bond should be your ultimate goal as an app publisher.
While users turn to apps for many reasons — to simplify their lives, to ease boredom, to get information, to make a connection — all successful apps share a smart strategy to power a deep and lasting relationship between user and app. If you can make that happen, you’ll be well on your way to meeting your app business goals.
Before you immerse your app in a sea of fierce competition, however, you need to lay the groundwork for success. Figuring out a long-term strategy for your app will take more than deciding that your app will reinvent an established industry.
Instead, you’ll want to be as specific as possible; one helpful framework is SMART business goals:
S — Specific
M — Measurable
A — Attainable
R — Realistic
T — Timely
By ensuring all your goals are filtered through these five traits you’ll be able to narrow down those that fit market needs and that can be directly measured alongside any larger business goals.
For example, a business may know that it needs an app to increase brand awareness, but it will also need a much clearer vision and roadmap to achieve success. What specific features will best help it increase awareness? How will it quantitatively measure that awareness? What are reasonable expectations for success, and in what timeframe? Answer these questions and you're already well on your way to a smart app strategy.
Whether it’s SMART goals or any other framework that works for you, the big takeaways are that you should clearly define what success looks like, ensure that your vision is realistic, and have a system in place to measure your march toward that success.
In this topic, we’ll offer guidelines on how to define your market, think about who your users are, hone your core messaging, and select the features that will help set your app apart.
In the next lesson, we'll look at the importance of aligning your app with your direct business goals.