iCombat

When I initially launched iCombat in April, I decided to wait on releasing a lite version to first see if I could manage to get up the charts without one. My fear was that a lite version would cannibalize my potential user base if I accidentally put too much of the game’s “secret sauce” out there for free. Looking back, I realize now I was so afraid to get the feature mix for the demo wrong that I irrationally avoided the option much longer than I should have.

And while part of my hesitation had to do with my optimism about iCombat’s potential and my marketing ability, it also had to do with the fact that I rarely buy full versions of games (although I do occasionally). After just launching my lite version yesterday I can say that my concerns about the lite version were misplaced and might have cost me quite a bit in lost income. Below are my main takeaways from having waited on launching the lite version and why I think too many indie iPhone developers wrongly steer clear of lite versions:

1. Know your Apps Core value and its core user: This sounds douchey but it really is harder than it sounds to have the discipline to know the profile of your core user and then choose that feature you think will resonate most.  For example, if you are making a game it is easy to think kids and adults will like it and they will all get hooked on the game play AND the graphics AND the story equally.  Odds are your app will not resonate with everyone, and one salient feature will be the hook so the sooner you figure it out and admit it to yourself the better. You may be wrong, but better to know your target than water down your strategy by pursuing too many angles.  Needless to say once you have your app’s core value outlined it will also be that much easier to design your lite version.
2. The App store is not a lemonade stand: The App store is one of the largest, most seamless content delivery platforms ever and when it comes to pricing most of us fail to understand just how fundamentally different this is from anything we have ever seen.  As a result we apply our personal conceptions of scarcity, value or what it means to transact with someone to something that is totally different.  If you have released an app you will agree that pricing decisions or the debate about a lite version are often more emotional than rational.  I am sure more than one developer has though “I don’t want to give it to someone for free when I worked 3 months on it every night after work while my wife was screaming at me because I was never around.”  That would be okay to think if you toiled on a model airplane or a painting for that period and were selling the one unit you had created, but in the App store you can divide that effort across 40MM+ people so who really cares if 5MM users get your app for free if in the end 250k of them buy it? Read more…

If you are considering outsourcing some or all of your project then you should definitely think about having a Non Disclosure Agreement signed by everyone that will see your specifications or idea.   You can find some decent NDAs on Docstoc and then simply put your name or Company name in the document or have a lawyer help adapt it for your needs.  Especially with outsourcing the project abroad, it is just too difficult to know whether you can trust all of the developers you will speak with.  While I am sure most NDAs won’t hold up internationally anyways, even the fact that someone is willing to go through the trouble of printing, signing, and scanning says something in my mind.

Once you have a signed NDA and you have sent out your specs and chosen someone to your liking the next step is drafting a contract.  What worked well for me was to create a contract between the developer and myself outlining, via milestones and detailed specs, what was going to be done at each stage.  While it takes a lot more up front work on your end to know exactly what you are looking for, it pays off in the end by having everything out on the table for everyone involved.  I learned from my experience developing application for The App Farm^tm , that it is worth the trouble to get it right the first time to avoid confusion down the line.

Things to consider in terms of a contract with a developer for an iPhone application:

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Although I had already done quite a bit of work with the guys, it did take us a few days to finalize the contract with all of the milestones and specs completely hashed out.  It was making me anxious because I just wanted to get cranking on the project, but I knew it was worth it to predefine as much as possible so both sides expectations would be met.  Thankfully the team shared my desire to clearly layout the terms of our contract and begin working in the meantime so there wasn’t any issue there.  All in all I am happy with the terms and feel confident in the team’s ability to execute on my vision.  I finally feel that the project is underway and can’t wait to start seeing progress soon.  The first milestone is a week away so pretty excited to see the application begin to take shape.

If you want some tips on the contract details and other legal stuff see the Taking Care of the Legal Stuff entry.

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I started by posting a local (Philadelphia) advertisement to Craigslist and also by going to oDesk and posting an advertisement looking for an iPhone developer.  My ad on Craigslist was straightforward and I offered both a salary while in development but also a portion of the returns.  I got some good feedback and received inquiries from individuals, local iPhone development companies but also many international development firms.  Initially I was interested in finding something more like a partner with technical skills to work with and share the return. This quickly proved to not be an option.

I still don’t think it is a bad deal to offer a developer: 1) an application idea, 2) a salary, 3) a flexible schedule, and 4) a portion of the returns.  I wasn’t able to find anyone experienced, however, with enough interest and skill to really dive in to the project.  While I am sure this is a symptom of the high demand for iPhone developers and my lack of being able to find / convince anyone locally (I only posted on Craigslist so wasn’t exactly scouring the city), it was still surprising how few serious inquiries I received.  Let me just add, as someone who is learning the iPhone SDK, I was amazed at how little most developers who reached out to me knew about developing with the iPhone SDK.

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