For mobile/web consulting services, go to http://tapmint.com.
We distinguish the why, how and what of mobile apps. We also provide a criteria for assessing whether your organisation needs an app. Criteria includes business considerations, mobile app considerations, current business situation and ROI.
2. About Us
Matthew Ho
● Next Digital, Deloitte, Airbnb, Native Tongue
● Tapmint: Innovative mobile/web apps
● Writing ebook: “Start your digital marketing career”
● Twitter @inspiredworlds
Head of Product Development at Tapmint
3. Content
1. Why, how, what
Criteria
2. Business considerations
3. Mobile app considerations
4. Web analytics
5. Financial
6. Summary
5. ● Why = purpose
● How = process
● How do we build an app?
● What = implementation
● Technology stack
● User requirements
● User Stories / Features
● Design
● UI/UX
● Solution
2. Why do we need an app?
Focus of this talk
6. 2. Criteria: Business considerations
• Why are you looking to start this project?
• Need
• Business goals
• Assuming we have built this app, what
business goals do you hope to achieve
• Most org’s need assistance building a
business case
7. 2. Criteria: Business considerations
● New marketing channel
● Competition
● Current competitors
● Future competitors
● Value proposition: What is the value
delivered to customers?
● Does customer care? Will they download
the app?
8. 3. Criteria: Mobile App Considerations
● Does the app enhance the mobile
user experience?
● Does it make it easier to make
purchases?
● In-app-purchases
● Mobile App UX
9. 3. Criteria: Mobile App Considerations
● Is immediate access an
advantage?
● Does it make it easier to access
and use your product/service?
● Will it increase engagement of
your product/service?
● Is immediate notification an
advantage?
10. 3. Case Study: Accommodation Marketplace
● Airbnb is a marketplace for
accommodation
● Guests and hosts
● Needs to be liquid
● Immediate notifications
● Immediate access
● Easier to communicate inside app
● Users responded 3 times faster to
messages with the app
Source: http://techcrunch.com/2012/09/27/airbnb-1-million-
mobile-downloads/
11. 3. Case study: SAAS product
● Customers are not coming back to the
SAAS web product.
● Wanted mobile app to increase
retention.
● Need to review conversion funnel
● Recommendation: email reminders,
improve product, fix on-boarding
process
● Mobile app would not necessarily
improve retention.
12. 3. Criteria: Mobile Considerations
● Location context is important
● Easier to access on device features
● Built for specific platform vs mobile
web available on all devices
● More time consuming to iterate and
get customer feedback
13. 3. Criteria: Education case study
● Wanted to test hypothesis that
target customers would use their
product
● Prototyping and receiving feedback
would be much faster on web
● Would validate the case whether to
have an app
14. 4. Criteria: Current business situation
Look at current business
● How is the need currently being
solved by customers?
● Review web analytics for mobile
usage.
● Amount of mobile users
● % of traffic by platform
● Mobile OS, devices
● Mobile web conversions
● What do mobile visitors want
to do on the website?
15. 4. Criteria: Current business situation
● Customer feedback on
● Mobile UX
● Is there a need for an app?
● App & Mobile Web
● Compulsory to have mobile friendly
websites (Google announcement)
● Ideally both app and mobile website
● ROI
16. 5. Return on investment
● Quantification of benefit
● Financial forecast
● 30% revenue cut for iTunes & Google Play
● Non-financial benefit
● Increased engagement
● Value add
● Is Benefit > costs ?
● Will inform your decision
17. 5. Total Cost Of Ownership
● Total cost of ownership (TCO)
● CAPEX
● Cost to go live
● Enhancements
● OPEX
● Ongoing expenses
● Maintenance
● Hosting
● Customer support
● Licenses
● Software
18. 5. Total Cost Of Ownership
● Factors that impact cost
○ Complexity
○ Integration
○ Supplier’s experience,
reputation, location
● Estimate: $30k to $250k AUD for
cost to go live based on our
experience.
● Marketing budget is separate
19. 6. Summary
● Understand why you need an app
● Criteria
● Business considerations
● Mobile considerations
● Current business situation
● Financial
20. Contact Me
● Email: hello@tapmint.com
● @inspiredworlds
● Personal blog: http://inspiredworlds.com
(Top 20 Australian best business blog)