Daily things to do as entrepreneur (week 9, 10): 7 elements to build a solid social app
Once you have a clear vision, it’s time to think about the key elements needed to build your products with such vision. Online social apps or websites, in particular, should possess the following key elements in today’s competitive environment.
1. Create something people want
It’s easy said than done. We, as regular people, often don’t really know what we want, or need. But human is amazing on recognizing “good stuff” when we see them. That is why quality brands and products, movies, books etc. are recognized by our society. Good creators, entrepreneurs are able to discover/create things and anticipate the “demand” for its value. Take an example of an iphone app called Glee helping you better sing Karaoke. Why do I need to sing Karaoke? – that was my first question, I don’t need Karaoke! – that was my conclusion. Wait until you read this blog post on tuaw.com and watch this video.
Now, I want Smule‘s Glee iPhone App because I want to be like that guy! Amazing app, isn’t it!
2. Speak to the specific needs of target audience
Don’t be afraid to only speak to certain audience (moms, women, soccer players, football fans etc., athletes). I find targeting at specific audience makes everything easier, including vision, product development, business model etc. Amazon started as a an online bookstore, as we all know. If you are not convinced, think about the following case:
Imagine there are 100 men writing personal ads on newspaper targeting at 10 women who will read, the goal is to get a woman on a date. 95% of men are imagining they are the prince charming chosen, their ads are perfectly written, some polite, some smart, some even attached photo. Needless to say, better looking, more articulate guys will take the attention of most women. The chance for average Joe isn’t good. However, Bob is an average guy, he figured the chance to be that 10% to win a date is too slim, so he changed the strategy, wrote a personal ads targeting at women who are into tattoo. Imagine there are only 2 women like tattoo, although Bob only target at these 2 women, his odds to win a date is much bigger. Now he is the number 1 contender. Of course, he could end up with nothing if none of the women like tattoo at the first place. But changing strategy increased his odds. (if you know a bit probability or decision science, you can come up with an actual number to prove this)
3. Has to be dirt cheap: 99 cents cheap
Most of social apps are free to use. However, to make a business out of it, at some point, you will either introduce advertising, or sell some sort of product or subscription. Don’t be greedy. Make it as affordable to consumers as you can, provided you have done your math to generate positive cash flow in the long run (1 year since launching paid model). Smule’s Glee App is dirty cheap: 99 cents, I bought it right away after watching that video. I think there are certain threshold for people to begin thinking about price. For iphone apps or songs, that number is probably $1.49. Anything less than that people will buy without 2nd thoughts.
4. Have bragging rights: easy to share with friends
Social apps should make sharing among friends or even strangers a snap, Let’s say if you are the guy in above youtube video, wouldn’t you want to brag about your singing skills to your friends? Make sure it’s easy to share.
5. Bring apps to where users live: social network login + game element (zoosk) + iPhone app
New generation social apps strive to bring functions to where users already live: be it your desktop, iphone, facebook, twitter etc. They do whatever they can to make it easy to use the app wherever, whenever you want. Take wildly successful social dating site Zoosk for example, this new generation dating site has all the social elements from the get go. Facebook connect login, social chat, status update, simple UI, points and game elements, iPhone app, desktop dating app.
6. Old idea ain’t useless.
Don’t be afraid to build upon existing ideas. In fact majority of ideas are not really original. I am sure many blogs have written articles like this one. But only this blog comes from my own understanding.
7. A nurturing Environment
To continue to get inspired and motivated, you need to be in a nurturing environment. I find Bay area is an incredible place for entrepreneurs, while I was away for three weeks, I felt the hunger for affinity to the ideas, the people, the environment that is unique to the bay area. Find your own environment that you can get excited, motivated constantly. The juicy ideas and productivity need a nurturing environment.
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