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Identifying Your App’s Unique Value

Identifying Your App’s Unique Value. The Four Questions. Who Are Your Competitor. Identifying Your Competition There are two types of competitors: direct and indirect. Learning from Your Competition. What Are the Key Features of Your Android App?.

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Identifying Your App’s Unique Value

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  1. Identifying YourApp’s Unique Value

  2. The Four Questions

  3. Who Are Your Competitor

  4. Identifying Your Competition • There are two types of competitors: direct and indirect

  5. Learning from Your Competition

  6. What Are the Key Features of Your Android App? • Features are “descriptions” of your Android app (for example, four levels of play, real-time play, easy user interface, works offline and online, and so on) • Feature descriptions on the Android Market work best when they are in a bulleted list so that the buyer can quickly scan the list for what he is looking for.

  7. What Are the Benefits of Your Android App? • Benefits are the “advantages” users receive from using your app (for example, experience hours of fun, feel better today, live healthier, feel less stress, lose weight faster, achieve a cleaner, brighter smile, and so on)

  8. What’s Unique About Your App? • How is your app different? Can you express it in terms of a concise statement? This forms the basis for all your advertising, promotions, communications, and other marketing activities.

  9. 1. Which words or phrases best describe what your Android app offers your customers? For example, educational assistance, financial problem solving, health answers, lifestyle, fitness ideas, entertainment, and so on. 2. What qualities do you think will attract customers to your app? For example, incredible graphics, crisp sounds, amazing music, fast action, and so on. 3. What qualities do you think will keep your customers coming back? For example, attention to detail, evolving new features, consistently challenging games, frequent updates, and so on

  10. Here is what we have come up with for our example: • Question 1: What words or phrase best describe our app? • Answer: Premier SAT Preparation • Question 2: What unique characteristics will attract customers to our app? • Answer: Complete SAT Prep (Math, Critical Reading, Science, and Writing)

  11. Identifying YourTarget Audience

  12. Refining Your Audience • How can you refine your understanding of your customer base to help with marketing planning? You should examine this question from two angles: • • Segmenting the market —Dividing the existing market up into sections or segments that may become new niches for your Android app sales • • Targeted marketing —Identifying the heavy users of your app so you can direct your marketing efforts more precisely to them for repeat business

  13. Demographics refer to age, sex, income, education, race, marital status, size of household, geographic location, and profession. • Lifestyle refers to the collective choice of hobbies, recreational pursuits, entertainment, vacations, and other non–work time pursuits. • Belief and value systems include religious, political, nationalistic, and cultural beliefs and values. • Life stage refers to the chronological benchmarking of people’s lives at different ages (pre-teens, teenagers, empty-nesters, and so on).

  14. Picking Your Market Segment • It is measurable in quantitative terms • It is substantial enough to generate planned sales volume through planned marketing activities

  15. You should also examine other important factors around targeting that could affect your app’s success: • • Strength of competitors to attract your targeted buyers away from your app • Similarity of competitive apps in the buyers’ minds • Rate of new app introductions by competitors

  16. Targeting Your Market • Marketers of most products know that 20% of your buyers consume 80% of product volume. • Because you’re not spending your marketing efforts convincing buyers they need your application—your efforts are spent targeting the potential buyers who already need your application. • You just need to convince them that you are different (and better) than the competition.

  17. Targeted marketing means targeting, communicating with, selling to, and obtaining feedback from the heaviest users of your business’s Android application. • For example, if your market is a specific set of gamers who only like a particular type of game, you’ve got to make sure that your app and marketing message are spot on with that group.

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