1: What problems are you solving that are not already solved by your competition?
Having a core feature not included in your competitor’s app can really set you apart. Or maybe it’s a combination of two or more competitors’ apps who have existing features, but they are not offered in a single app.
Find out what problems exist that your app will solve for users. How will your app be special, stand out and engage users better than other similar apps?
Be sure you have put in the research time needed to assure your app is solving key, real-world problems app users are facing.
2: Who is your target audience?
Knowing your target audience sets the tone for both your app and marketing strategy.
A simplified example: an app’s design and functionality should be very different for an 18-year old vs. a 65-year old, and your marketing strategy should be, too.
Your marketing strategy defines marketing language, imagery, social channels and in short, your entire marketing campaign.
We’ll go more in-depth on how to use this information in Chapter 3: Market Your App.
3: What are the current leading app’s strengths and weaknesses?
There is a wealth of information you can get for free here. Look at the reviews of top apps, where users explain what they like and don’t like about the app.
If users say apps are missing features or are emphasizing the usefulness of other features, make note of that; for example: is the UI is confusing to navigate, do they wish there was tablet support, etc.