Your Mobile App Product Strategy 2019

mobile app product strategy
If a mobile app product strategy is so vital to long term success, why don’t PMs spend more time on this strategic activity? In a national survey of Product Managers, a majority reported that roadmapping received insufficient attention. PMs also expressed they needed to better define the roadmap in order to establish an overall strategy. A roadmap is important because it connects the “why” to “the how.” While your mobile app product strategy is significant, it need not be set in stone. Instead, let it accommodate change, just as all modern solutions, employees, and organizations must always maintain a degree of flexibility.
An Agile Road Map

Still, building a roadmap in a constantly changing environment can be frustrating. Without doubt, ascertaining exactly which features your mobile app needs for launch is a critical decision. Deciding which features are added or upgraded are equally important for long term success. Building an agile product roadmap is a big challenge for product managers. To help get started with a roadmap journey, we review the fundamentals.

A thorough audit of your current position is normally the optimal way to begin defining your product strategy. This means refreshing your awareness of your organization’s vision, mission statement, and critical objectives. If you have KPIs, review them regularly, inside out. If you and the team members do these things, you can gain a broader context of your product. By seeing the bigger picture often means expanding your product’s impact.

Opportunity Evaluation

Regardless if it is a new build, or an existing app you want to promote, the first point to consider is obvious. This critical detail is to answer why should the mobile app be built? What are the primary goals it is trying to achieve? What needs are you planning to solve through the app? Experts accept that an app should never be created to be an extension of a website experience. This is why it is so valuable first to confirm why you don’t simply need a responsive website. No one wants to waste a lot of time and money only to discover that it created a product nobody wants.

In case you’ve already launched an app, step back from time to time, come out of the product development trenches. Gather and analyze meaningful data to learn what’s attracting customers. Conversely, take time to identify the fat which needs trimming.


Just like any strategic planning roadmap, mobile app development is multifaceted. How to maximize revenue streams is just as important to investors as the UX is to Designers. Examine the financial models and focus on the one making sense for your type of app. Correspondingly, agree to what makes up the success criteria and how to measure progress early on. If your app serves as a time-saving tool in the banking industry, monetization methods options will look very different in contrast to a gaming app.

Deepen Customer Empathy

Empathy is not something that often comes up in the world’s business stage. However, it is by refining our ability to feel empathy that may lead to us to gaining a competitive advantage. It is a soft skill every team member should embrace. It makes each person, regardless of their role, a more significant contributor to the overall product. As a mobile app PM, realize that long term success may depend on it.


A mix of approaches and resources will be useful here. Review any existing feedback you have as well as additional direct channels such as chatbots, surveys, focus groups, and interviews. If you haven’t created n empathy map, take it on as a new requirement for building a proper mobile app product strategy. The Empathy Map is a tool to understand the customer experience and to go beyond normal perceptions. The reason why it is recommended is that it helps to see the customers’ pain and potential gain. In the planning stage, the objective is to create detailed personas for your targeted users.

Your idealized user determines the apps optimal technical specs. Are you focused on sexy branding areas or simple functionality? What devices are going to be used most? What is the most valuable feature that defines your solution? The results of putting your customer first are to have a comprehensive set of use cases.

Financial Data

Financial formulas backed by reliable data wield a powerful influence on getting capital approved. Demonstrate the project selection criteria built with a defensible business case and a solid Return on Investment. Create a business case and ROI by using company accepted standards. Use and ROI calculator along with Net Present Value (NPV) and Internal Rate of Return (IRR) outcomes.

mobile app product strategy
Explore Competition

Knowing and monitoring your competitors’ apps is a must. This is because you should always be aware of your competition’s strengths and weaknesses. Review the public feedback to document market vulnerabilities. Defining specific usability issues can be opportunities for you.

The keywords your competitors use for App Store Optimization provide you with insights to be aware of. Learn what tech stack they use, which SDKs, and where their users are based. These data points will help you to create a baseline for your app to match up with. More importantly, you can find a competitive gap where your organization can take advantage of. Not to mention, that this is a crucial element of any product road map.

Create Unity

When working as a mobile app PM, you’re going to rely on a variety of resources to help you achieve product goals. Stakeholders often include designers, developers, marketing folks, and operations. As such, you need to be good at team building. Bringing everyone together as a smoothly functioning team is a must for the benefit of all.

Learn about each of the stakeholders and identify the best members to engage with. Make sure you mentally list out who you can consistently rely on. Likewise, know where and how they depend on you. Finding out teams limitations and strengths will give you ideas on how to work more efficiently. Make it your job to answer questions like: How does your development team support agile? How are you driving innovation with Design First?


The fundamental tasks for launching a mobile app help define your unique value proposition. Following up on related trends, revisiting competitors site, and team building activities are pathways to expand your vision. It’s always best to enter the app market with a firm foundation under you. Consequently, you’re on solid footing for updating your mobile app product strategy. Next: We look at the SWOT model and how it can help bring your research together.

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