Competitive Worksheet

The worksheet here will help you organize information about your local competitors. This is a good exercise for any app developer, to have a running list of features in competing apps. A completed worksheet will provide you with the following benefits:

• Gain a greater understanding of your competitors.

• Understand your competitors' key messages and how you might revise yours if needed.

• Identify areas of competitor strengths and weaknesses so you can more fully target your message and marketing campaigns.

• Compare pricing to help you understand where you fit in the local consumer's mind.

Complete the worksheet presented in Table A.1 to assist in highlighting the areas to focus on in sizing up your competition—such as features, key messages, strengths, weaknesses, price, target audience, and any other appropriate areas you want to add.

Table A.1 Competitive Worksheet

Competing App Key Target Noteworthy

Name Website Features Key Messages Audience Reviews Strengths Weaknesses Price

Indirect Competitors

Competitor Key Target Noteworthy

Name Website Features Key Messages Audience Reviews Strengths Weaknesses Price

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Index

ad space, exchanging, 265 AdMob, 95-97, 196 ads free apps, 195-198 promoting from ads within other apps, 259 advertising apps, 95-96 AdMob, 96-97 Mobclix, 97 Quattro Wireless, 97 online advertising, 98-99 targeted, 258-259 allocating marketing funds, 231 Amazon, cross-selling, 214 analytics, 219-220, 259

measuring app interface patterns, 222 privacy and, 225-227 tracking app sales, 220 tracking app's location, 220-221 tracking app's usage, 221 tracking specific app events, 221-222 vendors

Flurry and Pinch Media, 222-223 Mobclix, 223-225 Android apps, companies and, 275-276 Android Market, 11-12 Big Win apps, 12-14 advantages/ disadvantages, 18 Google, 12 No Win, 16-18 number of apps, 10 optimizing copy, 182-183

search results, 40 showcasing apps, 256 Steady Win, 14-16

advantages/disadvantages, 19 submitting apps to, 122-123 text, 70-72 Android Market app page, 86 Android Tapp, 181 annoying customers, 217 annual events, 247 app development costs, quantifying,

157-160 app events, tracking, 221-222 app's total message building, 61-65

choosing effective names, 65-70 testing, 70 graphics, 72-73 icons, 73-74 AppClix, 234 apps advertising, 95-96 AdMob, 96-97 Mobclix, 97 Quattro Wireless, 97 building paid and free apps at the same time, 191-194 building to reignite brands, 276 buying cycles, 118-119

seasonal apps, 119-120 commerce apps, 274 competing against free apps, 143-144 be better, 144 be found, 144 be intuitive, 145 better graphics, 145 customer service, 146 documentation, 145

go viral, 146 technical support, 145 cost, 10

extending web-based product's use, 279 free apps, 187-188

ads, 195-198 free versions, 148-149 from paid to free, 198 functionality, 244 games, 156 identifying unique value, 35 benefits, 44-45 competition, identifying, 38-40 competition, learning from, 41-43 competitors, 36-38 key features, 43-44 unique features, 45-47 launch of, timing, 122 launching coordinating, 233 sponsorships, 264 mobile GPS, 170 naming, 65-67 creativity, 68 synonyms, 68 testing, 70

using Google for help, 69-70 non-game apps, 156 paid apps, 263 pricing, 141-143 misconceptions,

146-148 setting prices, 149-153

promoting, 92

newspapers, 92-94 online advertising, 98-99 paid search, 97-98 radio and TV advertising, 94-95 showcasing on Android Market, 256 standalone paid apps, 189 submitting to Android Market,

22-123 top paid apps, 177

cross-promoting, 181-182 developing, 178-179 developing and promoting your brand, 183-184 Google, 185

integrating with other apps, 182 optimizing web and Android

Market copy, 182-183 pricing, 182 promoting, 180-181 testing, 180 trial apps, 263 updates, writing about, 250 attaching multimedia to press releases,

136-137 audiences for websites, 75 segmenting the market, 51-57 target, 50-51

targeted marketing, 51, 57-58 avoiding pricing rollercoaster, 203

balance in marketing activities, 250-252 base hit apps. See Steady Win Bejeweled, 13

belief and value systems, 52 benefits of apps, identifying unique value of apps, 44-45 quantifying, 160-161 best-selling lists, 2 Big Win Apps, 12-14

advantages/disadvantages of, 18 blogger, 112 blogging, 111-112

RSS, 112 blogs, 262

body copy, writing for press releases,

134-135 brands developing and promoting, 183-184 establishing, 268 reigniting with apps, 276 breakeven analysis, 163-165 breaking into top paid apps, 177 cross-promoting, 181-182 developing great apps, 178-179 integrating with other apps, 182 optimizing web and Android Market copy, 182-183 pricing, 182 promoting, 180-181 testing, 180 building a following, free apps, 190-191 business environments, marketing plans, 241 competition, 242 consumer analysis, 242 demographics, 241 buyers, reaching interested buyers, 87-88

buying cycles for apps, 118-120 buying process, 34

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