Many companies with whom we work ask us the same question when considering their digital communication strategy: Do I need an app? There are key questions to consider if your company is evaluating whether or not to build an app. We’ll walk you through the process we take with clients so you can make the decision that’s right for you.
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Is it Essential that We Build an App?
Almost everyone wants an app, but that doesn’t mean everyone should build an app. Many young companies come to us and see the trend of larger enterprises offering their online store experience via a custom, branded application. While this is a great way for larger companies to re-engage their online audiences, there are certain considerations–like brand and cost–that we recommend smaller companies analyze before embarking on the app development journey.
Is an App Critical to My Brand?
When in doubt, defer major company decisions to their impact on brand. We’ll discuss below, but the development of an app incurs time and capital expenses that need to be taken into consideration. The most important question should be whether or not developing an app enhance’s your brand equity and if that justifies the additional costs.
Example of When to Build an App: NextPhase Community
An example of when app development enhances a brand is a client of ours (NextPhase Community) that’s designing an online space for people that have been emotionally and financially impacted by life-changing, catastrophic injuries. This community is made up of people young and old with varying levels of technological savvy. For them, being as accessible as possible is paramount to their brand. Users need to be able to follow their online programs, engage with one another, and schedule appointments with their staff from anywhere and on any device or operating system. In this case, a web app is a good start, but a branded mobile app is a natural and essential extension of their brand’s mission.
Example of When a Mobile App is Not Beneficial
Another company with whom we worked came to us asking for a mobile app and website. They were in the idea stage and wanted the app to promote their online network of personal trainers. This conversation started at the height of the Global Pandemic in 2020. While the concept made sense in theory, we dug deeper with them to assess how they wanted users to engage with their platform. They were envisioning a referral-based network through which users would go onto the platform, enter their query, and get matched with an online trainer before being directed to their website.
In this instance, the ultimate goal of an interaction was to leave the company’s platform and go to a third-party website. On top of this, the startup’s revenue model had not yet been proven. We advised them that it would be more prudent to take an iterative approach when developing their technology and start with a web app that included their core functionality and then expand as they learned what did and did not work before investing too heavily in product development. This saves budget for marketing, advertising, and other expenses incurred when planning a new venture.
What Does it Cost to Build an App?
The other consideration that needs to be taken into account is the cost. If you decide that the investment makes sense through the lens of your brand, you have to understand the additional expenses incurred. Minimally, you can expect the following:
App Store Costs – If you want an app that’s available for Google Plan and iOS users, you’re looking at a $25 one-time cost paid to Google and an annual $100/$200 developer account cost paid to Apple to release your app on the stores
Developer Costs – This expense can vary a lot based on the developer you’re working with and the scope of the project. What’s important to recognize, however, is that the development of an app will require either a separate engagement or line item in almost all cases so that needs to be taken into account when committing to develop an app
Technology Costs – Depending on the nature of the app, delivery method, and other technical components, there will be additional technology costs associated with the project. Even when developed in the most cost-effective way (i.e. no-code apps), you can expect a bare minimum of $150 per month. Other common software utilized in mobile app development may include Amazon Web Services (AWS) or Google Firebase
Mobile App Prototyping
Think of any new company that’s introducing manufactured goods. Tooling and machinery costs, like the development of mobile apps, can rise quickly. The best practice for companies entering the physical goods space is to use 3D-printing to test pilot new ideas before investing in more scaleable solutions like injection molding. We often advise clients take a very similar route if they want to build an app.
This is an area in which we help many clients that are starting out. Like with NextPhase, one of our specialties is helping clients develop low-cost prototypes that can test out core principles of their technology without running up the costs. And just like with the 3D-printing example provided, it sets the stage well for more scaleable solutions down the road as the enterprise grows.
Depending on the requirements of the mobile app, we’ll typically recommend one of two no-code platforms to develop the mobile app prototype for clients. Those include AppyPie and Wix–who recently debuted its branded app functionality. Our technical proposal hinges upon what you envision the user experience to include.
GET STARTED DESIGNING YOUR MOBILE APP TODAY
If you’re thinking about introducing a new mobile app, schedule a free consultation with our Team today! We’ll discuss your brand, design the user experience, and walk you through what the development process would entail.
