Marketing your own app

Vero PepperrellNovember ‘10

Launching your own application (on desktop, mobile or in the new Mac App Store) is exciting & challenging.

Using our own app Alfred as a case study, this presentation is filled our observations as well as useful tips on promoting apps & building up a community.

Get in touch to find out more!

- Vero Pepperrell, PepsmediaTwitter: @vero // Email: vero@alfredapp.com

Alfred App is a...

I’ve been a Mac user since the late 80’s...

And a keen GTD & productivitygeek...

Andrew wanted a new OS X dev project

And so, Alfred was born...

We launched on 28th Feb, expecting to bribe a few friends into trying it...

+35,000 people checked it out in 2 weeks

We were up against a few very established (and free) competitors.

A quick lookat Alfred’s

many features

Launch apps

Search the web

Find files on your Mac

Spell & Calculate

The Powerpack• Launched the Powerpack in end August

• £12 add-on to the core version

• Adds a whole load of features

• Supports ongoing development

File navigation system & result actions

iTunes Mini Player

Clipboard history

And many more features to come...

• Today we’ve had hundreds of 1000’s of downloads

• Over 35,000 active users

• The Powerpack is becoming very popular!

• We gather our users’ glowing reviews here: www.twitter.com/alfredapp/favorites

We’re now working towards 1.0... &

the Mac App Store

What we’ve learned...

Work in your spare time

• To start off, use evenings & weekends

• Fund yourself w client work or a day job

• Get revenue first, then jump ship

• Gives you time to make mistakes & learn

Users love regular updates

• Tell them what you’re working on

• Share sneak peek screenshots

• Ask them for their preferences

Users love regular updates

When we asked users whether they preferred the light or dark theme for Alfred, we received hundreds of tweets.

1. It helped us set the default

2. Users were excited to be involved

3. It kept Alfred front of mind b/w releases

Downside of regular updates

Because the UI is complete enough for a screenshot, users assume the functionality is done too.

Like Veruca Salt,they want it NOW!

Something funny or interesting can spread

a long way

In a very early version, we added a special button.

Users still tweet, blog & wonder about it every day.

No, I won’t tell you what it does ;-)

• Preferences from version 0.4

• Not everyone has a sense of humour: Comic Sans nearly got us killed!

We’ve added stats, which people love to share, and will add more fun usage info.

Marketing doesn’t have to cost a fortune

• Twitter has been our primary means of promotion

• Make friends with the bloggers in your field (for real, not just for convenience)

• Collaborative promos w apps we’ve integrated (eg. Postbox) have been very successful

Good will & happy attitude goes a long way

• People love to help if you’re nice to them

• Be kind & helpful, users will be grateful and be generous in return

Rapportive.com• See your users as you

respond to them• It helps you understand

who they are• Feel a human connection

Alfred’s Twitter favourites page is filled with happy users’ comments. It keeps us cheerful :)

Downside of getting involved

• Time consuming: Being involved can take a lot of time and energy.

• It can distract from core focus: Don’t let it take away from development. Set blocks of time with all social channels closed.

Get a business model

• Even with a free version or cheaper competitor, users are willing to pay for quality software

• We’re not all Twitter, get a business model early on to fund yourself

• Weigh your options between angels/VC’s or working part-time & self-funding

Get a business model

• Many also think it’s their right to get the software you work so hard to create without paying

• Within 2 days of launch, there was a hack for the Alfred Powerpack

In summary:• Don’t quit your day job too early

• It takes time, energy and stamina

• Your users can help you market it

• Find a business model early on

We offer our services to clients who are launching their own apps, on desktop, iOS store or Mac App Store.

We advise on:

• Creating the perfect user experience and UI design

• Building a buzzing community that can support you

• Planning your marketing promotion activities

• Setting up your customer care channels

Where to find us

alfredapp.com @alfredapp

info@pepsmedia.com