GBHJ GLOBAL: Does Your Company Really Need That Mobile App?

By Maria Elena Duron

According to Brand Chat, 34 percent of businesses plan on building and releasing at least one mobile app this year. Much like every other industry, however, such an undertaking isn’t as easy as it promises to be. New companies especially can be lured in by the promise of a quick payoff coupled with a burst in popularity once they put out their coveted product. Reality, however, says otherwise. The app market is flooded daily with apps that, without a proper plan, result in a huge loss for the company.

Multiple platforms

When it comes to building your app, you get a choice between two systems: iOS or Android. Where one leads you to potentially wealthier clientele, the other has a much larger audience. If you’re ambitious enough, you can even develop an app that works across both. If you do, though, you’ve probably doubled the expenses required to make it happen.

Purpose of app

Though you could release an app for app’s sake, if it inherently does nothing, no one will want to download it. This means you will need to spend a lot of time planning exactly how this one program will work into your overall goals. This step alone could take years to formulate correctly to make sure you come out on top.

Talk to customers

Once you have the idea planned, it’s time to consider what users you want to attract. Luckily, there are users aplenty just waiting to download new apps and try them out. The first step is to contact your customer base and get ideas about what they would find useful. Next would be to then do some research into the customer metrics that you have currently and those you want to expand into.

Tweaks and upgrades

Even after the app is released, realize it will need to be kept up. You’ll need a team dedicated to the continued maintenance and improvement of the app. Play to what works and feel free to dump the parts that don’t. Unlike physical goods, consumers nowadays expect scheduled upgrades for their software to fix any bugs and otherwise improve their experience each time their phone allows for the next patch to be downloaded and installed.

Even this list is hardly exhaustive, as proven by a recent Brand Chat. People asked Twitter, “What questions to ask b4 creating an app?” The tweeted results show that while there is no limit to what needs to be asked, there is a common theme that most see as vital before going ahead with any kind of investment in developing such software.

Of the many questions that got thrown out, focusing on the most popular questions points out exactly what you need to ask your small business before taking any steps toward creating an app.

“Another app? Why, who is it for, what apps already exist, how will yours be better, what diffs will your app make?”

-@ClickIdeon

Simply put, your app needs a purpose or else it will do nothing but contribute to the already cacophonous noise of the app world.

“Are we doing this for the need or because we think it is a trend we don’t want to miss”

-@Sereneprincess

Just because every other company is doing it doesn’t always mean it’s right for you, especially if you’re a budding company with a limited budget where a failed app could potentially lead to a failed business.

“Are you filling a gap in the customer’s UX? Or just filling a gap in your perceived marketing mix?”

-@GeraldMoczynski

Know your customers. Do they actually need something to make their experience with you better or are you just assuming they do? When in doubt, never be afraid to send out questionnaires. The easiest way you’ll learn about your customer base is by engaging them.

“If the mobile app doesn’t provide as much (if not more flexibility) than the desktop version… Is it really worth while?”

-@lifeofaworkgirl

The thing about phones nowadays is that so long as your website has a mobile version, you really don’t need to create an app. The only time this changes is if, for instance, your users sign on to deposit money or complete transactions. Actions translate much better on apps.

“Will people actually download/purchase the app? Is there a high demand for what you will be launching?”

-@MorganMandriota

Do your research. If there’s enough interest, build it. If people are lukewarm about the idea, either drop it or go back to the drawing board.

Maria Elena Duron is Marketing Coach with Know, Like + Ignite. She works with restaurants, realtors, rejuvenators, and renegades to get more positive reviews, recommendations, referrals, and revenue. She received the Texas Governor’s Award for Excellence in Business and leads one of the top six Twitter chats in the world: #brandchat. Take the uncertainty out of how your personal and business brand delivers business—Get Your Checklist.