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So one of the first things I'm going to address is a pervasive attitude that a lot of people have towards
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not just building apps, but building any sort of startup with any sort of digital business currently
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is this idea of building it and they will come.
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It is a complete fallacy.
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There's too many people who have this idea that you can just you know make a great product,
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you know I spent a lot of time on refining it making it perfect making it what you think to be ideal
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and then launch it to huge success.
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But unfortunately it just doesn't work like that.
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More and more so we're seeing that ideas that haven't been validated ideas that are just based on a
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founder's perception of the market, doesn't work. And you'll find yourself wasting a lot of time in the
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development stages of your product.
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And once you launch it you actually see a complete empty audience.
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Nobody's interested in it.
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So a really great book that I recommend on this topic is Lean Startup by Eric Ries and the whole lean
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startup methodology is really really great for building digital products
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in this current day and time. And one of the most important concepts within the lean startup methodology
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is this idea of starting with a minimal viable product, an MVP, and allowing the end user to help
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iterate on it and eventually arrive at a product which people will buy. No matter how great you think
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your product is
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if there is zero interest in it it will be non-sustainable.
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So forget about this whole idea of building it and they will come
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and every step of the way you need to validate your idea and you need to think about the end user.
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So one of the first thing that we're going to talk about with relation to apps is a concept called app
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zombies and this is basically a term that we use to refer to apps which are below the 25th listing on
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the App Store.
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So if you go into the app store you search for something like Ninja games right?
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And first you see Clumsy Ninja
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and if you keep scrolling you'll come across
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first second third app etc. in this whole list.
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And the point where you scroll past the 25th app, any apps below that is known as a app zombie because they're
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virtually undead, they virtually undiscoverable because nobody has the patience to keep scrolling that
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far.
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It's just the same as the fact that nobody looks past Google page 2. If your app is listed so far
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down for a particular keyword, then you're not going to see the downloads.
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So this company could Adjust which publishes data on the zombie rates across the app stores in the world.
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And this is the data from 2015.
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I think the 2016 data is coming out soon.
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But essentially it's a very alarming trend.
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You see that at the beginning of 2013 zombie rates were around 50 57 58 percent and now they're close
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to 90-91 percent.
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So it's a sign that the app stores are massively saturated and in order for you to get noticed to be
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the 10 percent that's not a zombie you have to know about app marketing.
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The thing that you don't see from this graph is the fact that there's been a huge influx of independent
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developers pushing their apps onto the app stores and 95 percent of those independent developers do zero app
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marketing. Absolutely nothing.
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And this whole idea of build it and they will come.
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They launch it onto the App Store cross their fingers and hope for the best but they won't see the downloads.
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They won't see the revenue coming in because it's no longer the same world as we were in in 2013. The
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app industry has changed and you have to change with it.
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So in the coming modules, we're going to be talking about various ways in which you can ensure that you
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are within this top 10 percent rather than the 90 percent of people who essentially are what we call
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below the AppStore poverty line.
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The people who don't make enough revenue on the App Store in order to sustain themselves or their business.
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So the other thing about zombie rates is that it varies between genres.
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So if you're looking at something like the weather category because it's such a specific niche or niche
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has you guys in the US say it, they can't really be all that much competition in there.
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But when you look at something highly competitive like entertainment and games especially the arcade
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game category, the zombie rate shoot straight up and it's currently close to 90 percent.
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So depending on which category you're targeting or your app targets, you have to think even harder about
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how you can be noticed and how you can get people to download it.
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So all of this is just to stress how important it is to do just a little bit of marketing.
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Even if you do a little bit it's better than nothing. And you will find that the App Store has changed
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from this place where you can just you know put your goods and people will come along and buy it to
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a place where you actually have to actively hawk your goods.
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You have to shout about it, you have to tell everybody about how amazing your app is so that they can
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discover it so they can download it.
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So in the coming modules that's exactly what we're going to teach you.
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So without further ado let's start the first module.