游戏邦注：本文原作者是斯科特·戈贝尔（Scott Gerber），他是新兴公司Sizzle It!（该公司主要为公关人员、市场营销人员制作视频宣传片）、青年创业者理事会（Young Entrepreneur Council）创始人，除此之外他还是一名年轻创业者专栏撰稿人、天使投资者、演讲人，最近还出版了一本畅销书《永远不要获得“真正的”工作：怎样炒老板鱿鱼，创建企业并屹立不倒》。

对小型企业来说，手机应用可能是个烫手山芋，具体来讲，它也许是个耗时耗财的陷阱。但在这个手机应用行情日益走俏，智能手机和移动设备日益增势的世界中，许多企业都已通过搭上移动领域的这辆顺风车，争取到不少新用户，打响名气，创造可观的收益。

但企业主需切记，如果要获得成功，就不可简单地创建一款过时的应用，然后将其挂到网络上，坐等用户自动寻找上门，而应该提前制定好产品开发、市场推广的计划。一定要保证用户下载产品后，能够获得物有所值的体验，否则就很可能遭到冷遇。一句话，绝不可因一时脑热而开发应用，只有考虑周全后方可出击市场。

为了让小型企业少走弯路，更有效地挖掘应用领域的市场潜力，戈贝尔特征求了一些成功的年轻企业家的建议，归纳出了应用开发过程需注意的十个要点，以下是游戏邦编译的相关内容：

mobile-app-development

1.交易和导向功能——Devesh Dwivedi, Breakingthe9to5Jail.com

最好要设置基于地理定位的折扣优惠功能——让用户通过应用程序在你的地盘签到，开启一些特价服务。

让用户通过应用提供的“导向”功能，找到你的服务区域，除此之外，“One touch call”和“好友分享”功能也有助于提高用户黏性。

2.特殊的推广活动——Danny Wong，Blank Label Group, Inc

提升销量的一个好方法就是推出应用内置奖励系统，为经常并且擅长使用这款产品的用户提供奖励。

可以通过特价活动、折扣优惠等手段，在提高用户忠实度和黏性的同时，刺激产品销量。

3.另谋出路，寻求多方合作—–Matt Mickiewicz, 99designs

在Matt Mickiewicz看来，开发手机应用在多数情况下并非一个划算的项目，除非你有办法通过它为用户提供丰富的价值，并向在线市场投入巨资来推动下载量。

他们主要选择与Groupon、LivingSocial等团购网站、Facebook Places、Google Places、DealMap和LevelUp等服务进行合作。

4.提供实用价值——Ashley Bodi, Business Beware

要确保你的应用可以帮助用户解决问题，或者恰到好处地发挥作用。

用户是有目的性地访问手机应用，他们希望通过它获取资讯、消遣娱乐，或者解决工作难题等。所以企业在创建应用时，一定要想用户所想，急用户所急，这样才能为他们创造更多价值。

5.手机支付功能-—–atalie MacNeil, Imaginari.us

手机支付发展潜力巨大，所以要充分把握机遇，抢在竞争者下手之前，为用户提供这种便捷服务。

建议借鉴Square和Intuit GoPayment等支付服务的操作方法，让用户知道你已采纳了手机支付功能，这样有利于塑造富有创新性和走在时代前沿的品牌形象。

6.绑定社交功能——Kris Ruby, Ruby Media Group

Kris Ruby建议将支持实时互动的社交媒介功能植入应用程序，例如Facebook和Twitter等。

另外还可以在应用中创建一个粉丝社区，方便他们在虚拟社区中相互交流，从而培养忠实的品牌布道者，这不但可让他们成为回头客，而且还能通过口碑传播，提升产品知名度。所以一定要擅用社交功能。

7.重视与用户互动的创意-—–Jeffrey Powers, Occipital

在创建一款应用之前，就应该心中有数：不可让它照搬企业网站的内容。

应该让它通过一些更有创意的方法，与用户进行互动，加强他们对你的品牌认同度。在这方面，可以向星巴克和Chipotle取经，学习前者如何通过星巴克优惠卡让用户与其互动，后者如何让用户立即产生点餐冲动的技巧。

8. 创造价值，鼓励分享—— Lisa Nicole Bell, Inspired Life Media Group

只有一小撮支持者的应用，不会有太好的发展前景。

所以要为用户设置分享内容的功能，大家都喜欢分享真正有用的东西，所以一定要让你的应用发挥这种优势。

9.关注用户需求——Adam Gilbert, My Body Tutor

请先问问自己：这款产品对用户来说有何益处？用户为何喜欢这款应用？

你的产品是否提供了优惠、折扣、幕后花絮或者其他独一无二的服务？如果是，那就走对路了。总之，为用户提供奖励，他们也终会对此作出回报。

10.做好最坏的打算——Jason Sadler, IWearYourShirt.com

最重要的是，你得先假设自己的产品被应用商店拒之门外，并做好经历长达两三个月应用审核流程的心理准备。

这可不是个玩笑。要成功出击市场，你得让自己的应用操作极其简便，尽量使它对任何用户来说都十分人性化，鼓励用户与好友分享产品体验，提供一键式的付费操作功能，方便用户向好友发送信息，通过推送信息告知产品更新的消息，这些都是打造一款畅销应用不可或缺的功能。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

Mobile App Development: 10 Tips for Small Business Owners

Scott Gerber is the founder of Sizzle It!, a New York based sizzle reel production company specializing in promotional videos for PR and marketing professionals, and

the Young Entrepreneur Council. He is a serial entrepreneur, internationally syndicated columnist, angel investor, public speaker and author of the best-selling book

Never Get a “Real” Job: How To Dump Your Boss, Build a Business and Not Go Broke.

Apps can be traps. Or specifically, time and money pits. Yet in the increasingly app-friendly world where smartphones and web-enabled devices are essential, many businesses can reap bountiful revenues, reach new markets and garner awareness by hopping on the mobile bandwagon.

That said, a business owner shouldn’t produce any old app, nor can you just throw an app online and hope it will be found. You need to have a plan for development, and a plan for marketing. And once somebody downloads your app, it must provide value — otherwise, you can almost guarantee negative comments and feedback. In short, app development is not for the faint of heart.

To help you maximize your mobile potential, I asked a panel of successful young entrepreneurs what to expect during the app development process, what features are best for your business, and the pitfalls to avoid.

1. Deals and Directions

Have a location-based discount feature — customer has to check in at your location via your app to unlock special pricing.

Oh, and have a “directions” feature so that they can get to your location no matter where they are. “One touch call” and “share it with friends” features also help them connect to you.

-Devesh Dwivedi, Breakingthe9to5Jail.com

2. Create Special Promotions

One way to get more sales is by creating an in-app system that rewards people who use the app well and often.

Offer them special deals, discounts, and such. This will help increase loyalty and engagement while also boosting your sales.

- Danny Wong, Blank Label Group, Inc

3. Forget About It

… I think in the vast majority of cases, this is not an investment that will pay [off] unless you can provide massive value through the app and invest significant money in online marketing to drive downloads.

Instead, I would focus on partnerships with local Groupon and LivingSocial-type sites, Facebook Places, Google Places, DealMap, and LevelUp.

-Matt Mickiewicz, 99designs

4. Does It Solve a Problem?

Make sure when you create an app that it somehow solves a problem and serves a niche.

People like to use apps that serve a purpose whether it’s information driven, makes them laugh, helps with productivity, etc. When creating an app, think about what you would want out of the app if you were the customer.

- Ashley Bodi, Business Beware

5. Mobile Payments Are The Next Big Thing

Mobile payments are going to be huge and you have the opportunity to let customers pay with their smart phones before your competitors do.

Check out Square and Intuit GoPayment to see how mobile payment processing works and whether it’s right for you. Promoting that you accept mobile payments will surely show your customers that you’re innovative and ahead of the curve.

- Natalie MacNeil, Imaginari.us

6. Social Media-Friendly Apps

I would recommend including social media engagement where real-time interaction is built into the app. This could include live Facebook or Twitter streams.

Also strive to build an app that creates real community amongst your fan base. Allow them to meet each other virtually and build stronger brand evangelists to not only use your app but spread the word about your business! Be social media friendly.

- Kris Ruby, Ruby Media Group

7. Give Them Magical Powers

Before you start building an app, make sure you’re not just summarizing your webpage.

Rather, give your customers some kind of magical power to interact with your business with only a few taps. For inspiration, check out how Starbucks lets you interact with Starbucks loyalty cards, while Chipotle lets you almost instantly place an order for pickup.

- Jeffrey Powers, Occipital

8. Make It Share Worthy

An app isn’t very effective if only a handful of people are using it.

Build in benefits and features that inspire sharing. People are inclined to share things that are useful. Be sure your app solves a problem your clients have.

- Lisa Nicole Bell, Inspired Life Media Group

9. Focus on Your Audience’s Needs

Ask yourself one simple question: What’s in it for my customer? Why would they want your app?

Does it give them coupons, specials, discounts, behind-the-scenes access, exclusive opportunities? If so, now we’re talking. Reward them, and they shall reward you with their presence.

- Adam Gilbert, My Body Tutor

10. Prepare For the Worst

First things first, you need to assume your app will get denied and plan an extra two to three months in the approval process.

This isn’t a joke. Your app should be dead-simple to use, should be intuitive to any user and if possible, let them share their experience with friends. One-click purchasing, send to a friend and push notifications for new updates are key features for any good retail app.

- Jason Sadler, IWearYourShirt.com（source:mashable）