There are 4 main principles in marketing called the 4P's: Price, Promotion, Place and Product.


The product is something you provide to your users/customers. It is designed to meet a specific customer need or demand. When building Apps there are some important steps to follow such as those we outline in the business plan. It is key to keep in mind the problems that the product is attempting to solve. Try to understand the benefits offered by your App, and identify your unique selling point. Consider who your potential audience and potential buyers will be. 


Price refers to the cost you will expect your customers to pay to use your App. You need to consider the price of other similar Apps to yours, and in your research ask what people would be willing to pay for your App. Consider your budget and how much it will cost you to build your app if you were to pay you team members a wage, and then work out a pricing / revenue plan. 


The way you promote your App will be key to its success. Consider how you will sell your App:  advertising, sales promotions, special offers and public relations. Will you use social media or traditional media to market your app. Consider if the channel chosen is suitable for the product, the price and the end user it is being marketed to. It is important to differentiate between marketing and promotion. Promotion is the communication aspect of the entire marketing function.


How will customers see or access your App? What is your distribution strategy? Will it be available on the Apple and Google Play stores?  In your research ask how people would like to access your app.