Hi there,
Thanks for reaching out. Sounds like an interesting app you're building, putting control back with the user is definately a strong angle. Launching a new app is a massive undertaking, so I'm happy to give you some of my initial thoughts and a bit of guidance based on what we've seen work for other software and app clients.
I'd say you need to focus on validation first...
You asked about market surveys on a low budget. Honestly, I'd forget about big formal surveys with thousands of respondents. They cost a fortune and you often get shallow answers. What you really need right now is deep, proper feedback from the right people. Quality over quantity.
Instead of a survey, I would build a simple but really nice landing page. Just one page. Show off the app, use some mockups, and write some persuasive copy about what makes it special – the 'connect with inspiring people' bit is a great start. The main goal of this page is to get people to sign up for a waitlist. This isn't just a list; its your first proof that people actually want what you're building.
Once you have the page, you can start promoting it to get those first signups and find people to talk to. I wouldn't spend any money on ads for this yet. I'd go to places where your ideal users already hang out. Think about directories like Betalist, Product Hunt, and Indie Hackers. Listing your app there is usually free or very cheap, and it gets you in front of early adopters who love trying new things and giving feedback. You can offer them early access in exchange for a 20-minute chat. That's your market survey right there – real conversations with people who are genuinely interested. That's far more valuable than a tick-box survey.
You'll need a solid launch strategy...
You asked about advertising except on social media. That's a good question, too many startups just throw money at Facebook ads without thinking. There are plenty of other effective channels, especialy for an app like yours.
First up, App Store Optimisation (ASO). This is basically SEO for the App Store. It’s huge. When people look for new apps, you want to be at the top of their search. You need to research what keywords your ideal users might type in. Things like "storytelling app", "connect with people", "personal journals", etc. You'd use these in your app's title and description. Good screenshots and maybe a short video showing the app in action are also vital. Don't underestimate this, it's a free way to get a constant stream of users.
Next is Apple Search Ads. This isn't social media; it's high-intent search. You're bidding on the same keywords from your ASO research. So when someone searches for "storytelling app" in the App Store, your app appears right at the top as a sponsored result. It's incredibly effective because you're catching people at the exact moment they're looking for something like your app. We've seen this work really well. I remember one app we worked on, a sports and events app, where Apple Ads were a big part of getting them to over 45,000 signups at a cost of under £2 per signup.
Then there's PR and Content. This is a longer game but can be powerful. Start by making a list of blogs, online magazines, or even podcasters who talk about topics related to your app. Think personal development, tech for good, storytelling, community building. Write a personal email to them, tell them your story and why you built the app. A single article on the right blog can drive thousands of downloads. At the same time, you could start your own blog on your website, writing about the themes of your app. It builds authority and helps people find you through Google over time.
We'll need to look at what success looks like...
When you do start spending money, like on Apple Search Ads, you need to know what to expect. For B2C apps, a cost per install or signup can be anywhere from £1 to £5 in developed countries like the UK or US. It can be cheaper in other regions, but the user quality is often lower. So if you had a £1,000 budget, you might expect to get between 200 and 1,000 new users.
Of course, this is a massive range. The exact cost depends on your targeting, your ad creative, and how well your App Store page converts visitors into users. We've had campaigns where we've driven costs right down. For one client in the medical job matching space, we managed to reduce their cost per user acquisition from £100 to £7. For that app with 45k+ signups I mentioned, the blended cost across all platforms was under £2 per signup. This is what's possible with constant testing and optimisation.
Your app's niche – "inspiring people" and "unique stories" – sounds like it could have broad appeal, which is good for keeping costs down. But it could also be seen as a bit vague, which might make targeting harder at first. Here's a simple breakdown of what a starting budget could get you on a channel like Apple Search Ads, based on some typical numbers we see:
| Metric | Optimistic Scenario | Pessimistic Scenario |
|---|---|---|
| Monthly Ad Spend | £1,000 | £1,000 |
| Estimated Cost Per Install (CPI) | £1.50 | £4.00 |
| Projected New Users | ~667 users | 250 users |
This just shows how much of a difference optimisation makes. Getting that CPI down is where the real work is.
You probably should consider paid social ads down the line...
I know you specifically asked for non-social media methods, and I think that's the right focus for the launch. You need to prove the concept first. But I have to say, once you have some traction and you know who your best users are, social media ads on platforms like Meta (Facebook/Instagram) can be incredibly powerful for scaling up.
The reason they work so well is the targeting. You could eventualy target people with interests in "storytelling", "creative writing", "Brené Brown", or specific communities. Even better, once you have a few thousand users, you can create lookalike audiences. This is where Meta finds millions of new people who are statisticaly similar to your existing best users. I remember working on a B2B software campaign where we got over 4,600 registrations at just $2.38 each using Meta ads, which is fantastic for B2B.
So my advice is to keep it in your back pocket. Don't worry about it now, nail the organic launch first. But once you're ready to grow faster, it'll be a channel you'll want to explore seriously.
This is the main advice I have for you:
| Phase | Recommended Action | Why you should do this |
|---|---|---|
| Pre-Launch | Create a waitlist landing page. | Validate the core idea and capture initial interest without spending money. |
| Pre-Launch | Submit to directories (Betalist, Product Hunt). | Access a community of early adopters for high-quality feedback (your 'market survey'). |
| Launch | Focus heavily on App Store Optimisation (ASO). | Maximise free, organic installs from people actively searching in the App Store. |
| Launch | Run a small, targeted Apple Search Ads campaign. | Acquire your first high-intent users and get real data on what converts. |
| Launch | Conduct manual PR outreach to niche blogs/podcasts. | Generate targeted buzz and traffic from trusted sources. A very cost-effective method. |
| Post-Launch | Begin a long-term content strategy. | Build brand authority and a sustainable, free source of traffic over time via SEO. |
| Growth/Scaling | Re-evaluate social media ads (Meta, TikTok). | Use lookalike audiences to scale user acquisition rapidly and cost-effectively once you have proven the model. |
As you can see, there's a lot you can do to make your launch a success. If you'd like to explore how we can help you implement this strategy and drive those costs down, feel free to book a call. We can review your specific situation and create a tailored plan to get your app off to a flying start.
Best regards,
