Headswitch

Name:

Hydrate NOW

 

High Level Concept:

 

Get reminded to drink water when you are drunk

 

Job To Be Done:

 

Minimize hangover

 

Growth Channel:

 

Prelaunch assumption: Press

 

Reality: Press! (love it when a plan works)

 

Analysis: Snapchat discover really can drive app downloads

https://twitter.com/JGCatalano/status/909776029262188545

 

Article:

https://www.cosmopolitan.com/health-fitness/a12217395/hangover-hydrate-now-app/?src=socialflowTW



 

Business Model:

 

Use the app as an advertising vehicle for other apps that monetize.

 

Analysis: Even though we did get a decent amount of downloads (12K) only a very small fraction (<100) downloaded Electric, which was the app we advertised in Hydrate NOW. Another reminder why you must provide users with a clear reason and appropriate incentive if you want them to take action.


 

Technical Difficulty:

 

1/10

 

Closing Thoughts:

More than anything this app was a confidence boost for the team and I. It was a reminder than plans can work out when you are thoughtful about them. Unfortunately, we were only thoughtful about the growth of the app and not the conversions.


 

Mustknow

Name:

 

Sponge

 

High Level Concept:

 

The ultimate text-to-speech app

 

Job To Be Done:

 

Listen to text

 

Growth Channel:

 

Prelaunch: Reddit

 

Reality: Reddit + content marketing

 

Analysis: We were able to get a few hundred downloads from making interesting blog posts about different books that were available in the public domain, then posting the blog to Reddit and then advertising Sponge on the blog.

 

This was a difficult channel to sustain due to the effort it took to create the blog and the relatively small amount of traffic it drove, particularly when we did not have any way to monetize our users.




 

Business Model:

 

In-app Purchases

 

Technical Difficulty:

 

4/10

 

It was quite a bit of work, but it was nothing that was particularly challenging.

 

Closing Thoughts:

 

We had a pretty clear plan on what we wanted to do with Sponge and were executing on our product roadmap well. However, two things started to become clear. The first was that even though we were solving a problem for many people, it was not a huge problem for a large portion of people. This meant that for the people who it was not a huge problem for they did not care to download a new app to solve it and for the people who this was a big problem for they already had a solution (even if it maybe be slightly inferior or more expensive) and our solution was not compelling enough for them to switch.

 

Here is an interesting twitter thread about TTS apps.

 

(insert tweet)

 

This is why we decided to stop executing on our product roadmap, pivot and launch a product (in a similar space) that we hope will be so compelling that people will want to download it regardless of any other similar products they might be using.