Four #needtoknowmobile tips to grow your mobile business

Growing your own business is one of the most satisfying feelings in the world. Though it is a challenging roller coaster ride, the highs you’ll achieve when you transform your idea into an organisation you call your own are impossible to replicate.

Mobile is the perfect platform to grow great ideas. Whether you’re building an app, creating new ways of managing mobile infrastructure or exploring new fields like wearables, the rapid growth of the sector in the past decade makes it a fertile field for fantastic ideas.

How, though, can you take an idea and turn it into a business? And more importantly, how can you make the most of your opportunity by cleverly growing your business?

Ann Zitterkopf has worked in communications since the early 1990s, helping to grow Interliant into a multi-billion dollar company. She now works with high growth companies such as Coinfloor, a peer to peer bitcoin market and exchange .

We spoke to her ahead of her appearance at The Mobile Academy in December about growing a business and here are the four things that we learned from her.

1) Is your idea big enough?

Before you think about growing your business, you need to work out if the central idea behind it has enough capacity to become something larger.

“First, you need to make sure you’re not just working with a niche market but have a product or service that is going to have larger appeal. Will it scale? Is the market large enough to justify the investment of time, money and energy,” Ann said.

Though there is nothing wrong with tackling a niche idea, it may result in a niche business that never scales.

Before you build the application or business, test the idea. “Talk to customers, or potential customers, and think about who the likely customer is going to be” Ann told us. “Ask open-ended questions, so that you’re not just encouraging people to tell you what you want to hear.”

You need to overcome their inertia and indecision. “If you solve a major problem, a pain point, they will spend money,” according to Ann, “or make their lives significantly easier or create something they passionately want.”

Investing time upfront helps you save resources later. “You will need to adjust your idea once you launch. Listen to the customers and absorb their feedback.” So you need to spend time researching whether your idea can grow, both to save you time and to help you hone the right opportunity.

2) Create your culture

Culture and philosophy are important for defining your business, the people who work within it and the way you solve problems. And as you’re part of a small company, the definition of what your company’s culture is will be set by one person: you.

“Usually in smaller companies the personality of the founder drives the feel of the business. The other people in the company are going to copy or to emulate the values and the attitudes that the founder has,” sayid Ann. And that means founders need to play to their strengths.

“So, if the founder is incredibly gregarious and enthusiastic, that’s going to be magnetic in terms of attracting other people as well as create an environment where there’s a lot of enthusiasm about the product. And if the founder is someone who is quiet but very driven and hardworking, the culture around it is going to be more subdued but still very dedicated to the initiative.”

But it isn’t just your personality that defines a culture; it’s the way you do things. And to create a positive culture where people want to grow, you have to think carefully about the messages you send out.

“Do you want the office to have a sense of a supportive family? If so, don’t send emails at 10 pm on a Saturday night and expect your team to respond within an hour. Building a business is a marathon, not a sprint. You want your team to stay motivated and committed for the long term.” Whatever route you take, though, it’s essential to remember that your behaviour and your personality will define the way work is done and it’s important to recognise that early, rather than later.

3) Who is in the company?

When you start out, the chances are your organisation structure will be pretty straightforward and even. “Often when you have a small company, everyone is in the same room and everyone does a little of everything. It’s a very flat organisation,” Ann explained.

But with rapid growth, that doesn’t hold for long. “When you found a company with a few people, the structure that you have is going to be very different from the one that you have when you’re 500 or 2000 people. You can’t get hung up on what the organisational structure will look like. Whatever you envision now, the reality will be different in 5 years. Instead, think about who you want to have as part of your team. Try to hire ahead of where the business is today and have someone who can scale with the company. They don’t need to have done the role before – but be agile and able to grow as the role increases. ”

That means you need to try to create an organisation that both allows for greater specialisation as the company grows and job roles evolve, without losing the cohesion and dedication of the team.

That, according to Ann, can be tricky, particularly when a lot of things are adjusting rapidly. “Most people don’t like change. They don’t like changes to their job description and they don’t like reporting to someone new. It can be scary and distracting to them” she said.

Therefore, you need to make sure you think about multiple facets of your company structure. The first is where you may grow in the industry and what roles may be needed. But the second is about what changes are occurring and how that might shake up your first thought process.

Though that’s a tricky balance to strike, but having the right people is key for long-term success.

4) Prepare for funding

Finally, the key to growth for many businesses is access to finance. Though there are many start ups who have succeeded by boot strapping, the right investment from the right investor can help you push your growth forwards by months and even years.

But how do you go about securing that all important funding? Returning to the point about company culture and how it is driven by you, faith in you on a personal level is a critical aspect of funding.

“Investors look at the founder’s credibility. Is that person someone whom they will back? Do you know the industry? Are you aware of the competition? Can you balance idealism and pragmatism,” said Ann. And a lot of that will come down to how committed you are to the project, how dedicated you are at staying the course and whether you’re the person to help them achieve an exit or return on investment.

And beyond your own personal stock, you need to show that your company has growth potential. In particular, you need to demonstrate what Ann calls the “hockey stick” of growth which confirms market interest and update.

“It’s key to show some sort of traction. That can be sign-ups, downloads… figuring out what are the KPIs associated with your particular product or service.”

For apps, this might mean figures demonstrating how well your user base monetizes. And for a technology, it might be proof of how it improves performance or sales to an important client.

Whatever it is, securing that funding for growth will rely on you showing you’re well placed to make the most of it. And provided you personally are willing to drive it on and can show that growth, you may well be able to find investors backing your dream with their cash.

Ann will be offering Drop in Surgeries at The Mobile Academy which runs from 3rd October to 1st December. Grab your place here.

Want a free stand at Apps World 2015?!

The excitement has already started for Apps World 2015 as we officially announce that we (that is The Mobile Academy along with Mobile Monday London) will be returning to host a Startup Village on 18th and 19th November. We will also host a pop up tea party at 3.30pm on the 18th.

It’s an amazing opportunity to get feedback, make connections and grab some attention. So if you are a product or company less than 2 years old; have something demo-able and want to use the 18th and 19th November to the full, make your pitch for a free stand here:

If you’re in any doubt as to whether to apply for a free stand have a look at the stories below from our alumni who won stands last year:


Nana, Gary & Cathleen

Nana, Gary & Cathleen from our 5th Academy – winners of stands at Apps World last year

Chris Michael joined our first course (The Mobile Academy) in 2012 and has been an active member of the community ever since – giving advice to later cohorts and taking the stage at Mobile Monday Demo Nights. We are really excited to let you know that he has now secured funding for Swytch from Neil Hutchinson (Neon Adventures), Yannick Roux (EC1 Capital), James Hilton (CEO of M&C Saatchi Mobile) amongst others with the service launching in October 2015. He recounts his experience from winning a stand in our Village at Apps World last year:

“…Over the two days at Apps World we were able to showcase a very early version of the Swytch app to hundreds of people and get their feedback on the service. This was invaluable to us as we were getting first hand contact with potential users at a time where we could take action and build a service that users really wanted. We did get some press exposure too as an interesting upcoming service…”

Gary McDonagh came to The Mobile Academy in 2014 and has told us what a great experience it was for him too and his Startup “Double”. He met journalist Eric Auchard, chief tech correspondent for EMEA at Reuters who wrote about them here: He also met the Incubus London team and got on to their pre-accelerator programme as well as Microsoft Ventures where they got to the final.

So, here is the link to apply for a stand – please do that by 6th October and remember that our next academy starts October 1st so grab your place here.

iOS development: four #needtoknowmobile trends

Kieran-Gutteridge-100It’s been nearly a decade since the launch of the iPhone and it is fair to say that Apple has transformed the mobile industry. The arrival of iOS, the App Store and the emergence of a global market of device users has made the app economy a key driver of the mobile revolution.

But despite its constant presence, iOS is an ever changing operating system. Updating every year to meet user demands, fix bugs and to outsmart rivals, getting your head around iOS’ role in the mobile industry remains as important as ever.

Kieran Gutteridge, founder and CTO of IntoHand, is running a session at The Mobile Academy about iOS development. And to give us a taster of what to expect, here are four trends for companies running apps or servicing businesses that use iOS to look out for.

1) Privacy is a big concern

For a number of years, privacy has become an area of increasing concern in the mobile space. Whether it is app companies falling foul to the American Federal Trade Commission’s regulations on mobile privacy or Spotify’s terms and conditions PR disaster, users care more than ever about their data.

And Apple is responding in kind to secure their ecosystem. According to Kieran, “Privacy is an area that Apple are really concentrating on. There’s going be some interesting developments. They’re obviously playing to their own strengths, which is being a hardware manufacturer, and looking at things like privacy, like SSL.”

App developers and services providing tools for developers need to spend time securing their users’ data sooner rather than later. And crucially, they need to take responsibility for it, even if they’re using a third party tool.

“If you make the choice as a developer to integrate a third-party SDK you really need to take responsibility for what the third-party SDK is doing with your consumers’ data” warned Kieran. “Within iOS 9, things are going to tighten up because of the security and privacy concerns.”

2) Ad blocking as OS feature

A controversial report into ad blocking suggested that the practice was costing publishers $22bn across the world. And while this is a huge number (perhaps too large), this could potentially get larger as a result of Apple’s latest software update.

“They’re introducing ad blockers into Safari, which is playing to Apple’s strengths”, Kieran told us. “They’re not an advertising company but some of their competitors’ primary source of revenue is advertising.”

Under the cloak of securing user data from unscrupulous mobile web adverts and improving performance, Apple is forcing businesses to reconsider how they advertise to help the Cupertino giants achieve a commercial aim.

So iOS developers may come under pressure to improve advertising SDK integration into apps, code in feed native advertising and work out cross promotion solutions to counter balance the block effect in the future.

3) iOS to extend into cars, watches and beyond

The past two years has seen the iOS tent expand to cover a wide variety of new technologies.

Since the announcement of iOS 8, Apple’s OS tendrils has crept into the home via HomeKit, onto your wrist with the Apple Watch and more recently into your TV with the most recent Apple TV announcement.

And generally, we can expect to see mobile operating systems powering more devices in the future.

“What’s exciting is actually augmenting with other things, such as automotive”, Kieran explained. “So, Intohand were lucky enough to work with JustPark and do their BMW and Mini integration, and I think going forward we’ll see far more opportunities where the phone becomes just the intelligence for another device – whether that’s TVs, cars, wearables or whatever.”

And the good news is that it’s an exciting space to enter. “There’s quite a lot of opportunity coming forward in the next one to five years” Kieran reckons, which means there is plenty of time to clamber aboard the mobile powered band wagon.

4) Testing will remain as important as ever

And finally, you’ll be pleased to hear that testing and iterating within an iOS app will remain more important than ever.

At the most basic level, it remains essential to test whether people actually want to download your app. As Kieran told us “I’ve always recommended if people are bootstrapping a project is actually to do simple things and see whether it moves the needle.”

“A simple example that I’ve done for the last five courses at The Mobile Academy is just translate the App Store description of your application before you translate the entire application. It’s usually a lot easier to do, and you can just see whether actually people want a localised version of your application.”

From a technical perspective, testing is more important than ever for avoiding those unforgiveable user experience no nos. Whether it is too many pop ups, crashes or user interface design that doesn’t allow users to find what they want, testing is still the simplest way to make the most of your mobile app.

And fortunately it is getting easier than ever in iOS. “The fact that they [Apple] do give you access to the betas for things like iOS 9 does mean you can stay slightly ahead of the curve” said Kieran. “And they announced that you would be able to get the hardware before the users which, again, is really useful.”

So by using a service like TestFlight or Hockey, building a good group of beta testers and by building analytics into your final app, you’ll help future proof your app with the help of the timeless trend of testing.

Kieran will be running a full session about iOS development at The Mobile Academy. Covering the frameworks available, how to use Apple’s tooling, advice for using tools such as Unity or Corona and general tips, it’s an essential starting point for anyone interested in honing or developing iOS skills. 

Tickets for the next course, which starts 1st October, are available here, with discounts for start-ups and students. 

#needtoknowmobile tips to help your product go global

Stuart Revell - in interview with The Mobile Academy

Stuart Revell – in interview with The Mobile Academy

Mobile has taken over the world. Whether you’re in Surrey or Shanghai, Busan or Barnet or Rio de Janeiro or Rochdale, the mobile revolution has successfully connected consumers and businesses across the Earth.

Which means there is an unprecedented opportunity to grow a small local business into a globally operating entity. But how can you make the mobile world your oyster?

We caught up with The Mobile Academy tutor Stuart Revell, and he gave us some #needtoknowmobile tips ahead of his session on the topic.

1) Recognise the scale of the opportunity

Mobile penetration is a genuinely global phenomenon. According to a GSMA report released in October 2014, there are now more mobile devices in the world than there are people. And although half the people in the world still don’t have a device, that still means there are over 3 billion potential consumers in the world for you to tap into.

This is a serious opportunity for everyone operating in the sector. For app developers in particular, the proliferation of global distribution platforms has helped them to reach markets abroad with ease.

“You have markets all around the world and there are differences and niches you need to think about, but the economies of scale are huge” said Stuart. “Leveraging the app stores, like Apple’s, Google Play and Amazon’s can get you quite a long way without needing to have businesses located around the world”

And though there aren’t out of the box solutions for creators of other products, such as physical infrastructure or software as a service, the sheer size of the mobile market is enough to encourage providers to look at distributing globally.

2) Appreciate national and regional differences

That said, thinking of a global market as a uniform entity is a mistake. Despite the fact that you can distribute globally, you still need to appreciate how different regions and nations operate.

This happens on two levels. The first is on the product level. Adapting your product to suit the differing needs of audiences in Asia, the U.S. and Europe won’t just require localisation of text; it’ll require you to adapt to unique marketing channels, different artistic tastes and cultural sensitivities.

Second, you’ll need to deal with different legal landscapes, business models and the headaches that could come with them. As Stuart told us, the scale of problem depends on what sort of product or service you’re releasing.

“I chaired a session at CeBIT 2014 on the Internet of Things in Germany and I couldn’t believe the push back from the attendees on things like cameras and privacy” he said. Similarly, mobile products supporting sectors like healthcare can be quickly tied up in all sorts of red tape depending on which countries you operate in. Selecting the right opportunities in the appropriate markets is essential for building a sustainable business.

3) Take advantage of your national institutions and brands

Expanding globally can be difficult to do. Even if your proposition is being distributed with the help of international virtual channels, you’ll need to find a way to physically get on the ground in certain countries to help market your product further.

And for most businesses, whether big or small, it can be difficult to know how to do that effectively. Which is why you should be thinking about leveraging national bodies to help you extend your reach.

“If you’re prepared and your proposition is ready, then you can go through UKTI (UK Trade and Investment), as they’re always looking out for good stories from UK companies,” said Stuart.

But beyond bodies, national brands can also help you to cut through the noise. According to Stuart, “In certain markets the UK has a good brand on security, privacy and data. It’s a difficult topic but our ability to collaborate and work together and solve these challenges provides us with a unique differentiator”.

And with the UK boasting a great reputation as a provider of mobile innovation, financial services, games and design, there are likely to be other angles you can explore to take advantage of the national brand for your product.

4) Perfect the pitch

Finally, when you are heading abroad on that expensive international trip, you want to make sure that you perfect your pitch to make every meeting matter.

“The main reason [that it is important to pitch well] is that you have snapshots of opportunities”, said Stuart. “If you don’t take them and you’re not prepared, you’ll miss your chances. If you get the pitch right, it may turn into business.”

That means you need to be doing two things. First, you need to be honing your company pitch down to the essentials to help you confidently tell people about your business.

Second, you’ll need to learn to adapt it for different people. “I’ll be getting them [The Mobile Academy attendees] to prepare thirty second and 2 minute pitches, with different pitches for different people.” Stuart explained. “Most people don’t want to hear about the technology, they want to hear about the outcome and the value.”

By shaping up your pitch as sharply as possible, you can ensure you get value for money from those potentially costly expeditions abroad.

Learn more about these tips and the making the most of going global from Stuart by attending the The Mobile Academy, which starts on the 1st October. Tickets for the next course are available here, with discounts available for start-ups and students

#needtoknowmobile Marketing with Tutor James Kaye

James Kaye10 Tips to market your app for little or no money

Contrary to popular belief, you need not spend a fortune making your app. Sure, you can spend a lot of money on user acquisition, but for many developers this is not an option. Instead, there are lots of things you can do to drive your app’s profile if you have the passion and time to do so. Here are ten things to consider to help you get your app ahead of the pack:

1. Quality – it’s your biggest sales tool

Honestly, if your app is great, looks nice and works well then you’ve won half the battle. It’s our belief that cream always rises to the top and apps that look lovely and really perform well for the audience will be shared. Unfortunately, too many people develop their apps in a vacuum, not really benchmarking against others who have been successful in the same category (assuming there are competitors). If your app looks great and exudes that special polish then the media will be interested and want to cover it and it may even pique the interest of the app store editorial teams. Apple wants polished apps that showcase the power of their devices as well as echoes their ethos for high quality. Most of all, customers will say nice things in their reviews and want to share it with other people.

2. Be unique, and if you’re not unique be better

If your app is unique, truly interesting and answering a need then that’s a great start. We appreciate that not all apps are unique and yours may well be an iteration of something that’s already out there. If that’s the case, then be absolutely clear as to what you’re doing better than the competition because you’ll need to be able to explain it succinctly to consumers, journalists and the app store owners. It’s really essential that you use other apps, note down why yours will be better and create a clear view of how yours will be the best.

2. Get feedback from friends and family……it’s free!

Please pardon the terrible alliteration of this headline, but before you launch consider having your app tested by friends and family. Truth is that you’re far far too close to your app to see the wood for the trees and putting it in the hands of a regular everyday Joe/Jo can unearth a whole list of useful feedback and comments. Most app developers we deal with find it a breath of fresh air when we give them frank and honest feedback which they are always grateful for. Of course, there are places that you can go to look for beta testers and potential fans such as appealing for people on social media or visiting fan forums (such as Touch Arcade which is a hive of ardent mobile gamers.)

3. Create a strategy

Before you launch make sure you have a strategy. There’s a lot of questions you need to be asking yourself such as ‘what’s my social media strategy’, ‘how will I pitch my app to the media? ’ and ‘how do I fill the acquisition funnel?’ Creating a strategy keeps you focused and ensures that you’ve covered all the bases. If you need a checklist of questions then we have handily compiled a list of 20 questions to get you started. Just click here

4. Create a great first impression

Customers are fickle beasts and quite frankly they owe you nothing…zip…nada. You’ve gotta slog it out to show them why you’re worth a look and then a download. This means ensuring that your app store presence is as good as it can be. Typically known as ASO (app store optimisation) this ecompassess your icon, name, app stroe description, video, keywords and screenshots. Other on-page factors that will influence customers are going to be your reviews and any positive reviews that you’ve received from the media (more about that later). Many people fall at this hurdle because they don’t put enough care and attention into what is effectively their storefront. Even the icon is a painstaking labour of love for many people who also A/B test their icon to see if small iterations elicit more downloads. Just take a look at these 20 examples of app store icons. You should also use the incredibly useful (and free) app icon template here to help guide your design at different sizes. We could spend pages and pages just talking about app icons alone and this is before we even turn our attention to the other on-page factors that we’ve mentioned. All of these things are there for you to maximise and make the best possible impact – it’s just a question of being aware of how important they are and testing the best approach.

5. Use talented freelancers to produce assets

The great thing about the web is that it’s one big marketplace, democratising the provision of a myriad of services. Whether you need a game trailer produced, some promotional screenshots or even an icon made, you can rest assured that there’s an army of low cost talented freelancers out there who want your business. Sites like People Per Hour or Fiverr are a goldmine for low cost asset production.

6. Maximise your discoverability

There’s a suite of free tools and channels out there to help you get your app noticed for little or no budget. Having a website is a must and WordPress is ideal to help you create a great landing page for your app as well as get your app appearing on search engines. Finding a cheap hosting service is easy – we use Siteground which is super cheap and reliable. You can then buy an app specific skin such as this one from a site such as Themeforest. No section on maximising discoverability would be complete without mention of social media. once again, we could write pages on social media for app developers but Twitter and Facebook are a must. Be sure to reserve your app name as early as possible. Don’t fret if your name is taken- just app something like ‘app’ or ‘game’ to the end of the name which increases your chances of having a name that’s available. It’s a bit like when movies launch and put the word ‘movie’ at the end of the movie title for the URL. You’ll need to spend time making your social pages attractive and then you’ll need to manage them on a daily basis to really ensure that you’re engaging with consumers. A tool such as Crowdfire is great for legitimate Twitter follower growth. Hootsuite or Buffer are also powerful free tools to help you schedule social media posts at the optimal time. If you’re a Twitter novice then take a look at our 10 tips to get you tweeting like a pro blogpost

7. Give the media what they want

Earlier this year we polled 70 app review journalists on why they accepted and rejected apps for review. You can read all of our findings in the 2015 app reviewer survey. The top level sentiment from most media was to be relevant (not spamming them with apps that they would never be interested in) as well as being clear and concise as to what your app does and what they might be interested in looking at it. This all ties into our earlier point about being very clear as to the app’s USP as the media will see hundreds of apps and also likely be able to quickly asses if you have something genuinely unique or worth a second glance. Just so you’re aware, some review journalists receive up to 50 app pitch requests a day which equates to around 13,000 a year! Also be sure to link to some screenshots and a video (video can be a massive help in getting your app reviewed). Most of all, be genuine and don’t stalk the journalists. If they’re interested then they will come back to you.

8. Spread the word

Once you have something to say then it’s time to get it out there. One route is the aforementioned media, and this is where you’ll have to do some legwork to discover the best outlets and the best journalists to approach. If you have a game, then there’s a bevy of sites out there to go to, but more general apps may require targeting specific vertical sectors depending on what they do – such as sports, finance, parents etc. In addition to the media, you can also reach out to small blogs and forums. Forums are a great place to engage with people but always be aware that forum users hate overt sales messages so it may be better to go in when you’re looking for beta testers or some feedback. Newswires are also a good consideration and an iOS specific newswire such as prMac is incredibly affordable at around $20. Last of all – make sure you utilise your own marketing channels. Perhaps you work for a large brand and have access to huge amounts of Twitter followers as well as print media, website, email newsletters and much more. If so then we strongly recommend leveraging as many of your internal channels as possible.

9. Create some great content marketing

These days, it’s all about creating great content that can ultimately be shared on social media. At the forefront of this is video. Don’t forget that YouTube is the second biggest search engine in the world. Producing making of/behind the scenes videos, featurettes and preview and launch trailers can be great to share through Youtube, Vimeo, Twitter, Facebook and a myriad of other places. Likewise, original artwork, developer blogs/diaries, screenshots and more can be interesting for consumers to read and look at. Just some of the things that we’ve done for our clients include:

  • Commissioning a west coast US rapper to make an original song about a client’s game called Gang Nations (which we commissioned for very low cost via Fiverr by the way) – Listen here
  • Creating a kids colouring book based on characters in the game Little Galaxy. We then used the books as physical prizes via social media, parent bloggers etc. Take a look here
  • Creating a campaign at for the game Epic Eric to highlight the plight of Eric the hapless knight who needed resucing by his damsel Epic Erica.

10. Understand your customers

It’s absolutely crucial that you build up a good picture of what your customers are actually doing when they enter your app. There are some great free tools such as Flurry Analytics to give you valuable insight. Websites such as App Annie help you track what’s happening in the app stores themselves and Talkwalker Alerts act like Google Alerts on steroids to give you daily updates of where people are talking about your app.

In summary

Unfortunately, there’s no magic bullet for app success (rest assured that if we had it then we would have used it by now many times over) but the good news is that for little or no money and a lot of effort and dedication you can give yourself and most important of all, your app a decent chance of being noticed and hopefully heading up the charts.

For more insight be sure to download our FREE 30 page ebook ‘How to Market your app on a shoestring budget’ – click here

You can catch James’ session along with all our other industry experts at the next Academy from 1st Oct – 3rd Dec in Shoreditch. 

Start Up Advice from @jewl

Yesterday I returned for an afternoon of mentoring on the first day of the new FFWD London Pre-Accelerator cohort.

Here are six themes that recurred:

1). Where is it you personally are trying to go?
I asked a number of founders where they actually wanted to go with their product – what was their personal vision? Some were after an exit and others wanted to be the CEOs of their business seeing their roadmap through to highly profitable businesses.

The responses were interesting in that not many had considered this question and once we played out the various answers, the relevance of asking the question early on became apparent. For example, take a business offering software packages to automate accounting processes: If they were building to sell out to one of the big four, they are more likely to focus their product set and proposition to client and personnel within those large organisations. If they were to be a self-managed independent business, they might be more likely to adopt a licence fee business model that caters for smaller sized firms and even to consider targeting the end clients / companies who employ the accountants, with offers that could reduce their accounting fees.

2. The Gift of a Physical Offering in a Digital Space
If your offering has a physical element to it there are a whole range of opportunities open for you to engage with and market to your end customer. Example: a “find a flatmate” business – why not set up a Meet Up group that invites those looking for flatmates to get together and meet each other? What a great way to find out what questions they ask each other – informing the questions you are going to build in to your online / mobile form. You will also be able to spot trends that help you to identify your market segments – as an example, perhaps this is very attractive to females of a particular age and situation?

It is interesting to draw a parallel with, who started fully online and have now integrated physical meetups and events to bolster their offering. As an ongoing strategy, having a physical element to your offering helps people to engage more deeply with your brand as they meet you, feel the atmosphere that you create and at the same time, help you to develop your offering. Win Win!

3. Understanding all the People in your Universe: People Centred Innovation
As we try to identify our target user and customer, we also come across different people that are in our scene / our “universe”. I tried out a quick exercise where some of the founders listed out the different groups of people that are in their universe. These are not necessarily customers or users, but potential collaborators, influencers and people in the value chain. Understanding all of these different people is incredibly useful. Profiling who is in your scene is an important piece of research – it can challenge what category you have put them in to – perhaps you discover new distribution channels or new end customers. This really can only be carried out in person. Look in to the eyes of people; feel their emotion; see their response; understand their motivation; then you can talk from a position of knowledge rather than assumption. I guarantee you will always find out something that you didn’t know.

Example: A discussion around the accounting landscape identified that a group initially thought of as potential customers could actually be a distribution channel.

4. Start on your Doorstep
The start up London scene is immense – with so many accelerators, courses, incubators and so on. If you are lucky enough to have a proposition where your target user is in this scene already, then it is somewhat of a gift – you are already on the inside! For example, the people that run the FFWD London programme are linked with a lot of the other players on the scene and no doubt have ways to get to the various co-ordinators of the many programmes and their databases. So, use it!

Another variation on this theme of doorstep starting with a fashion duo working on a new idea to offer affordable but high end dresses. They suspect their prime segment to be working women in their early 30s – many of whom you will find in this scene – a great place to start. An interesting follow on question came from this fashion duo – they knew that it was not a great idea to carry out early concept testing with their friends – although they are target market. The advice in this case is to ask friends and colleagues to introduce you to someone that fits their particular profile, so you are quite rightly more removed from the respondent.

5. Opening the Kimono
Creating an MVP is critical to getting your product out of the door. As we all know, it enables you to gather early feedback, create an early adopter base who will help co-design your future product and it starts your brand journey. I found myself encouraging some of the founders to be bolder in their brand vision. I think that it is good to sell a vision as long as you are not making promises to deliver particular functionality in specific timeframes.

Example: An App that enables restaurant go-ers to find out more about the menu is part of a broader vision to bring smaller restaurateurs the kind of analytics that are available to larger establishments, without the accompanying price tag. The business model is that the restaurant will be paying to be on the system. So why not sell them the broader vision; they are an early adopter of the first feature set and the intention is that they are in for the long haul journey.

Open the kimono – give them a flash of what you have – there is a strong marketing message associated with being the first in. Often benefits (usually price related) will follow for them in the longer term. Again, these early adopters will be the ones that inform your future product. Stay close to them. There is no harm with labelling your MVP – “BETA” is a known and accepted label for example – it means that there may well be clunks and a limited product set as this is an early stage of the product.

6. Don’t hide your Light under a Bushel
I met three founders who were building products based on their own insider-industry experience. With so much digital innovation out there, it is really important to show credibility and not be afraid to shout about it!

Example: One of the founders is 25 and is building an online training offering for entrepreneurs of “lifestyle” businesses. It sounded initially clichéd, with concepts like “gamification”. I boldly asked his age and what experience he had that qualified him to be coaching others. He went on to tell me (in a very modest way) how he had built up three successful offerings all profit-generating. I suggested that part of his elevator pitch would be to start with a bio of his top three successes (I don’t apologise for always thinking in threes!). Instant credibility. Not just another online training platform: a business built around sharing his personal experience.

Julia is Product Doctor and Course Director at The Mobile Academy.

Finding developers #needtoknowmobile from Alastair Moore

Here is a question that I seem to get asked regularly. I picked up this list from Alastair @latticecut (our Course Founder) and thought it was too good to keep to myself!

and remember to post on your own website, and “Jobs” link in your company email footers…

Alastair (right) pictured here with chum & fellow tutor  John Spindler, of Capital Enterprise.

Alastair (right) pictured here with chum & fellow tutor John Spindler, of Capital Enterprise.

Thanks Alastair – you are truly #needtoknowmobile!  The next academy runs from 25th March – 27th May – you can register here

What leads…people or technology? #needtoknowmobile musings by Product Doctor, Julia Shalet

Is there such a thing as a totally new idea, or is everything a “better” way of doing what you already do?

When you strip it back to basics, technology can give us a faster, better quality, more fun way of doing something that we already do. Take flying for example, people always travelled and taking a plane enables them to get to their destination faster.

I was musing on this hypothesis during a Mobile Data Association / ICT KTN event and a number of salient points came up:

We should not be technology-led, but people-led – right? People’s need must come before the technology solution… I suggest not always – if you put the technology out there, without being too prescriptive, people will show you what they use it for. That is being user-led too.A recent survey by Deloitte asked UK users “What is the killer app for 4G?” They all said that it would improve what they already do – with watching video ranking as the obvious highest answer.

SMS – perfect case in point; Twitter, created as an internal tool is now used for all sorts of things: a better way for celebs to create relationships with their fans; a faster and personalised news channel; a fast and cheap way to market an event … the list goes on.

And now, the buzz is wearable technology. Technologists will tell you that microprocessors have been embedded in rings for decades. So they cry – “Google glass – what are the user cases?” Why do I want to see augmented reality as I am walking down the road? How will it make my life better?

And what about smart watches? As one of the speakers from Quocirca pointed out, it can’t just be a smaller screen version of what I already have… so let’s think about the practicalities of screen size – and of being able to get information by looking at your wrist rather than getting your phone out. So it smacks of convenience and I for one, do not use my phone on the street any more, since my brand new Samsung was taken out of my hand. So will it be good for notifications? Reminders? Delays on your train / next train leaving in 5 mins? A new Email from someone important? Is a watch face big enough to see photographs? Weather warnings – expect a downpour in 5 minutes, special offers from retail you are walking past, oh and games of course…well we had those in the 1980s….

Martin Garner of CCS Insight gave us a great statement based on their Mobile Internet User Report research they carried out “People grow in to their smartphones” – so they have shown that before buying a smartphone people don’t have a full idea of what they’ll do with it– within the first 18 months, their usage grows as they discover more they can do with it. Exactly my point.



Most of us now have an “orgy” of devices (one of the speaker’s terms, not mine!) and we were given some great insight around how people are using multiple devices. Two terms were offered to describe user behaviour on multiple devices:
1. “Multi-tasking” – we are doing different things on different devices at the same time.
2. “Media-meshing” – where there is real time link between the different things that you are doing – they are related activities.
With multiple connected devices, behaviour is changing and expectations are rising; in the morning, the mobile phone is predominant as people travel to work; during the day it is the laptop and at evening, the tablet.

So here it is – technology advances – we have multiple devices and our behaviour is changing – so what opportunities are created by this? People are showing us what they are doing with new technology…so we backtrack and now can work out ways to proliferate …

Another great concept was introduced, this time by CSS Insight: “Appification” early indications that users are now expecting an App to be supplied with a purchase. It is now assumed that most people have a smartphone and digital natives that have grown up with a smartphone are now moving in to senior jobs – so their first thought will be to create an app for a loyalty scheme, expenses systems and so on – it is a natural way for them to think. So we are hitting a tipping point? Will we have an App for everything? There was also the suggestion that users are starting to expect when they buy things that they come with an app.

So here’s where I end up: People are showing us how they are using technology. We have to put it out there in order to see what people will do with it. The trick is in getting close enough to users to identify changes in behaviour that give us, as innovators, the clues on what we should do next.

Tim Green’s #needtoknowmobile payments

20131022_184718Tim delivered his mobile payments session for us at Apps World and gave us top tips in this interview with Mark Bridge at The Fonecast.

HTML5 #needtoknowmobile with Bruce Lawson

Bruce is now a serial tutor at our academy and this time around we got him all the way over to Earls Court to deliver his session to our participants plus a rather large number of droppers-by.

Here is an interview that our buddy Mark Bridge at The Fonecast carried out in honour of our #needtoknowmobile series. Huge thanks to Bruce and to Mark for the insights.