Looking to build a mobile app for your business? Join the club! I've been part of the mobile app world for over 8 years now, seeing everything from brilliant successes to costly failures. The difference between these outcomes isn't always about having the fanciest features or the biggest budget—it's about having a solid strategy before a single line of code is written.
This guide will walk you through creating an effective mobile application strategy for your business. We'll explore how to align your app with business objectives, understand your users' needs, research competitors, define your unique value, select the right technology, plan your budget, and measure success. Whether you're a small business owner or part of a larger organisation, these principles apply equally—though how you implement them might differ depending on your resources and goals.
A mobile app without a strategy is like building a house without a blueprint; you might end up with something, but it probably won't be what you wanted.
Throughout my career, I've noticed that businesses often rush into app development without proper planning—which is a bit like trying to bake a cake without a recipe. It might look like a cake, but will anyone want to eat it? By the end of this guide, you'll have the knowledge to create a comprehensive mobile app strategy that serves both your business goals and user needs—setting you up for success in an increasingly mobile-first world.
Understanding the Mobile App Landscape
The mobile app world is a crowded space—millions of apps fighting for attention across various app stores. I've been designing and developing apps since the early App Store days and let me tell you, it's changed dramatically! Back then, simply having an app was enough to stand out. Now? Users expect polished, intuitive experiences that solve real problems. They're spoilt for choice and won't hesitate to delete an app that doesn't immediately show value.
The Platforms That Matter
You've got two main players: iOS and Android. Each has its own audience, design guidelines, and technical requirements. iOS users tend to spend more money, while Android gives you wider market reach. It's not always necessary to launch on both platforms simultaneously—many successful apps start with one platform to test the waters. I've seen businesses waste thousands by developing for platforms their users don't use; don't make that mistake!
Types of Mobile Experiences
Native apps are built specifically for each platform and offer the best performance and user experience. Web apps are essentially mobile-optimised websites; they're cheaper to build but more limited. Hybrid apps sit somewhere in the middle—they're built once and work across platforms, saving time and money, but sometimes at the cost of user experience. The right choice depends on your business goals, budget, and how your users will interact with your app. There isn't a one-size-fits-all answer here—what worked for that big brand you admire might be completely wrong for you.
Identifying Business Goals and User Needs
When planning your mobile app strategy, I've found that clarity on business goals and user needs forms the backbone of success. Let's be honest—many businesses rush into app development without understanding why they need an app or what problems they're solving. This is a classic mistake! Your app needs to align with what your business wants to achieve and what your users actually need—not what you think they want.
Start by asking some basic questions: What do you want this app to achieve for your business? Increased sales? Better customer service? Brand awareness? Write these goals down; they'll guide everything else. Then shift focus to your users—who are they and what problems do they have that your app could solve? Talk to real people; don't rely on assumptions. I once worked with a retailer who thought customers wanted elaborate product visualisations, but interviews revealed they just wanted faster checkout—that insight saved them thousands!
Balancing Priorities
The magic happens when business goals and user needs overlap—that's your sweet spot. If users want something that doesn't help your business, or if your business wants features users won't value, you're wasting resources. Creating a simple matrix showing both sets of priorities; items that score highly on both axes should be your focus. This isn't complicated stuff, but it's amazing how many businesses skip this step and end up with apps nobody uses.
When interviewing potential users, ask "What frustrates you most about current solutions?" rather than "What features do you want?"—this reveals deeper needs that competitors might be missing.
Market Research and Competitor Analysis
Getting your app right means knowing who else is out there—and what they're up to. I can't stress enough how many times I've seen businesses rush into app development without a proper look at the market. They end up with something that nobody wants or needs! Market research isn't just a box-ticking exercise; it's your app's insurance policy against wasting time and money.
When we do market research at Glance, we start by looking at direct competitors—apps that solve the same problem as yours—and indirect competitors that might steal your users' attention. We examine what works in their apps and what doesn't. The goal isn't to copy them but to learn from their mistakes and build something better.
Key Areas to Analyse in Competitor Apps
- User interface and experience—is it easy to use or frustrating?
- Core features and functionality—what do users love most?
- Monetisation strategies—subscription, one-off payment, freemium?
- User reviews and ratings—what are their biggest complaints?
- Marketing approach—how do they attract new users?
App stores make this research quite straightforward; they're packed with useful data if you know where to look! Pay special attention to negative reviews—they're gold dust for identifying gaps your app can fill. I've seen apps succeed purely by fixing the things that drive users mad about existing solutions. Your research doesn't need to be complicated, but it must be thorough—understanding the competitive landscape gives you the foundation to build something truly different.
Defining Your App's Unique Value Proposition
In a marketplace filled with millions of mobile apps, yours needs to stand out—and that's where your Unique Value Proposition (UVP) comes in. This isn't just marketing fluff; it's the beating heart of your app strategy. Your UVP answers a simple question: why should someone download and use your app instead of others? I've seen brilliant app ideas fail because they couldn't answer this question clearly.
Finding Your App's "Why"
Start by identifying the specific problem your app solves. Is it saving time? Making something easier? Providing entertainment in a new way? The best UVPs are focused on benefits, not features. Nobody cares that your app uses AI—they care that it can predict what groceries they need before they run out. Be honest about who your app is for; it doesn't need to appeal to everyone—it needs to be perfect for someone.
A good mobile app solves one problem exceptionally well. A great mobile app solves that problem in a way no one else has thought of yet.
Testing Your UVP
Once you've drafted your UVP, test it! Share it with potential users and watch their reactions. Can they repeat it back to you? Do they immediately understand the value? If not, keep refining. Your UVP should be simple enough for anyone to grasp in seconds—yes, even a 9-year-old. The clearer your value proposition, the stronger foundation you'll have for every other aspect of your mobile application development strategy—from design decisions to marketing campaigns.
Choosing the Right Technical Approach
Let's talk tech choices—something I've wrestled with on hundreds of app projects! The technical approach you select will affect everything from your development timeline to your long-term maintenance costs. Native, hybrid, or cross-platform? I've built all three types and can tell you there's no one-size-fits-all answer. Native apps (built specifically for iOS or Android) offer the best performance and user experience but require separate development for each platform. Cross-platform solutions like React Native or Flutter let you build once and deploy to both—saving time and money but sometimes sacrificing a bit of performance or access to platform-specific features.
Consider your needs carefully
Think about what your app actually needs to do. Does it require deep integration with the phone's hardware? Will users expect a slick, platform-specific experience? Or is speed to market your priority? Your budget matters too—native development typically costs more upfront but might save headaches down the road. And don't forget about your team's expertise! If you've already got React developers, a React Native approach might make more sense than starting from scratch with Swift or Kotlin.
Backend choices are just as critical. Will you need real-time features? How much data processing happens server-side versus on the device? I've seen businesses waste thousands by over-engineering their backend systems—sometimes a simple API is all you need! The right technical approach balances your business goals, user needs, budget constraints and timeline requirements; getting this decision right early on will save you massive headaches later.
Creating a Budget and Resource Plan
Let's talk money—because creating an app isn't cheap. Having worked with businesses of all sizes, I've seen budgets range from £10,000 to over £500,000 depending on complexity. Before you panic, remember that starting with a smaller, focused app is often smarter than blowing your entire budget on all the bells and whistles at once.
Breaking Down Your Budget
Your budget needs to cover design, development, testing, launch, and marketing. Don't forget about ongoing costs too—server maintenance, updates, bug fixes—these aren't one-off expenses! I always advise clients to add a 15-20% contingency buffer; something unexpected always crops up, that's just how app development works.
Resource Planning
Who's going to build this app? You've got options: hire an agency like us (sorry for the plug!), build an in-house team, or work with freelancers. Each has trade-offs between cost, quality, and management overhead. If you're building internally, you'll need designers, developers, project managers, and QA testers—and finding good talent isn't easy or cheap. Many of my clients opt for a hybrid approach; keeping strategy in-house while outsourcing technical development.
Always plan for post-launch resources! Most businesses underestimate how much work happens after the app goes live—user feedback, performance monitoring, and regular updates all require ongoing time and money.
Measuring Success: KPIs and Analytics
Let's talk about how you'll know if your mobile app is actually doing what you want it to do. I've watched countless businesses launch apps with great fanfare only to realise they have no idea if the app is actually working for them! You need proper measurement in place from day one—not as an afterthought. The truth is, you can't improve what you don't measure.
Key Performance Indicators
Your KPIs should directly connect to your business goals. Are you looking for revenue growth? Track in-app purchases and conversion rates. Want more user engagement? Monitor session length and frequency. Customer acquisition focused? Watch download numbers and cost per acquisition. Pick 3-5 metrics that really matter and ignore the vanity metrics that look good but don't impact your bottom line. I've seen too many clients obsess over download numbers when what they really needed was better user retention!
Analytics Tools
You don't need to spend a fortune on analytics. Google Analytics for Mobile Apps and Firebase give you solid free options to start with. As you grow, tools like Mixpanel or Amplitude might be worth the investment. The magic happens when you actually use this data—I can't tell you how many dashboards I've set up that nobody ever looks at! Schedule a weekly 15-minute review of your key metrics; it's short enough to stick to but frequent enough to spot trends. And don't be afraid to adjust your goals as you learn more about how people use your app—what seemed sensible at launch might be unrealistic once real users get involved.
Conclusion
Developing an effective mobile application strategy isn't just about having a great idea—it's about thoughtful planning and execution. Throughout this guide, we've walked through the key steps: understanding the mobile landscape, aligning your app with business goals, researching your market, defining your unique value, selecting the right technical approach, planning your budget, and setting up ways to measure success.
I've seen countless businesses rush into app development without proper strategy; they often end up wasting money on apps nobody wants. Don't make that mistake! A well-crafted mobile app strategy acts as your roadmap—it helps you stay focused on what matters and makes the development process much smoother. The mobile app world changes quickly too, so build flexibility into your plan.
The best part? You don't need to be a tech genius to create a solid app strategy. Just follow the framework we've outlined, ask tough questions about your business needs, and be honest about what your users truly want. Remember that your strategy isn't set in stone; it should evolve as you learn more. Now you're ready to move forward with confidence—good luck with your app journey!
