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How to Launch an App the Right Way

No matter how brilliant the concept, no matter how skilled the programmers, or savvy the marketing team, there’s always something that can trip up those who least expect it when it. Especially when it becomes time to launch your app. For that reason, launching an app doesn’t start with submitting applications, it doesn’t start with the marketing blitz the day before release—it starts with that first brainstorm, and continues well past week one in the market. So today,we’ll discuss everything you’ll ever need to know about how to launch your app successfully, from wind-up to follow-through.

Brainstorming, Research, and Development

During your initial app brainstorming session be mindful of how your app is going to hit the market. Do know what your competitors look like, what the likely future of that industry is, or what your target audience look like? How does your core concept stand out from the crowd? Why would anyone download your app and not someone else's? If these answers are unclear then how do you expect your app to be successful? Before you spend exorbitant amount of money and time on this idea make sure its something worth investing in. Create a bulletproof business plan you can get behind.

Even if you’re going to be the first of the first, a true innovator, be aware that copycats will spring up very soon after (assuming your app is doing well). A good idea is can easily stolen and replicated. Unfortunately apps are currently situated in the wild west of IP law — so make sure you launch strong and launch hard to make it as difficult as possible for your competition to steal away any of your hard earned market segment.

Not to mention, you’ll also want to figure out which markets you want to enter, what their standards for submission are, and how their application process works. Doing some preliminary research will ease the confusion and frustration attached to this tedious process.

Test, Test, Test

Put your product through the ringer and never ever trust app building tools to provide a realistic testing environment. Every mobile device operates differently so get your app tested on as many as possible platforms before you launch. You can either buy and keep popular tablets and phones to test on, or find a good source of beta testers to get your device worked hard on as many devices as possible (or both).

Nothing sours a launch worse than discovering on Day 1 that a large segment of your market can’t get your app working. Launches should be a time of celebration not frantic debugging.

Determining Potential Pit Falls Could Save Your Neck
The Devil Is In The Details

Develop Marketing Strategies and Tactics

Figure out your marketing well before launch — a lot of work should go into getting people talking about your product and excited for it before it comes out, because it pays to get that day 1 spike to sales and push your way up various best-selling app lists. Hype your market, build up steam, and get it all ready for launch. There are a lot of different ways to do this, some are free/cheap and some are really expensive. It’ll all come down to your marketing budget. No matter how big or small it is you have to market it smart, not just hard. Just keep in mind the most valuable rule in Marketing: identify your target market and cater to them.

You’ll also want to take into consideration ongoing marketing for when you decide when a launch date, how to launch, and how to move forward and sustain downloads after the initial rush.

Begin the Application Process

When you begin the application process you should have the marketing plan figured and an app that will be ready in time for the approval process for the various app markets you’re targeting. Google Play, the Apple Store, GetJar, each has their own standards and unique application process. If you do your research and prepare your app appropriately, this step will be a cake walk. If you didn’t, it can quickly become a huge mess. Once you get things cleaned up according to any app market requests and get your seal of approval, it’s time for the final move.

Launch!

Ready your press releases, get support ready, make sure your marketing blitz is active, and go. It’s time to sell. Launch day should involve active effort — monitor performance, resolve customer issues quickly, and stay on top of the evolving situation until things cool down. If you launch and wander off, you can miss opportunities to resolve problems and capitalize on good fortune, so stay attentive. If it turns out a massive bug slipped through the cracks and you’re not at hand to see the problem get it fixed, I'm afraid all your hard work and big money can all be for naught.

Pay Attention to Opportunities

Your first launch isn't your last big hurrah. After launching, it's time to begin exploring ways to expand your segment of the market. Who bought your product? Who didn't? Why? When you start asking these questions and getting answers, paths forward will begin to open up. Maybe your application gets used in tandem with another app on a regular basis; reach out to the owner of that app and see if you can arrange a bundle sale! Perhaps it sparked interest in one group, but they moved on because of a single easily remedied flaw. Fix that flaw and re-market to that audience to win them over. There are always going to be options, it's only a matter of finding them.

Each time you capitalize on a new opportunity, handle it the same way. Note what worked and what didn't, what your buyers are doing with your app and what new innovations and possibilities that suggests. When the time comes to begin planning your next app, you'll be well ahead of the game - and have a market ready to take what you have to offer on faith.

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