Mobile growth is something we haven’t talked about enough here on the 500 blog. All that’s about to change with the following monster 500 DISTRO post from our friend Alex Austin at Branch Metrics. Btw, you can catch Alex on stage at 500’s conference on startup growth, Weapons of Mass Distribution — next Friday May 1 in San Francisco.
You’ve decided you want to take a stab at building the next successful mobile app business. First off, spend some time and think about whether you’re ready for this. I’d liken the process to running in a marathon followed by wrestling in a sumo match. If you have the energy to make it through the first part, you’re most likely going to be eliminated in a fraction of a second by a professional.
Mobile companies tend to spend far too much time building out the first version of their product, polishing every pixel to perfection before users lay eyes on it. This is only the first few miles of the marathon I described above. It’s the fun part. You’re still high on excitement from the idea and not yet tired enough to question why you even started in the first place. Do not drag this out too long. Your first version will not work, and will require constant iteration. Don’t fall for the illusion that you have a greater chance of success simply because you’ve optimized the button color on your signup page. Build it, ship it, iterate it to find product-market fit as soon as you possibly can so that you can get to work on the only problem that matters: growth.
Great. You launched and saw a couple thousand downloads in the first day or two. You’re just starting mile three of the marathon. How are you planning to stand out from the50,000 other apps launched this month? A human being only has limited time on a phone per day. How are you going to convince someone to invest the few minutes to install your app and give you a chance? This is the grind. This is the remaining 24 miles of the race with the sumo wrestler waiting for you at the end. Very few companies make it through this part of process.
Not fazed? Then let’s get started. We at Branch spend the majority of our waking hours thinking about ways to help you get through the marathon and then be equipped to tackle the sumo. We build the tools that empower every app to become a self-sustaininggrowth engine. We’ve seen a lot of approaches: some that work and some that definitely don’t. The rest of this post shares useful tactics through the use of examples that have worked for apps on our platform.
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