Hi there,
I'm happy to give you some initial thoughts and guidance on your neighborhood safety app and how to demonstrate traction to investors even before it properly launches. It's a tricky phase, but definitely doable. You've come to the right place.
You'll need a really solid understanding of your target audience...
Firstly, to get those investors really onboard, you gotta show you know exactly who your app is for. It's not enough to just say "everyone who wants to be safer". That's too broad. You need to drill down. I mean, think about who is most likely to use it and benefit from it daily. This is something a lot of people miss. I'd say you should be asking yourself:
-> Are you targeting families with young kids who are worried about safety in parks?
-> Are you targeting individuals who live alone and want an easy way to alert neighbours if they feel unsafe?
-> Are you targeting dog walkers who are out at odd hours?
-> Are you targeting community watch groups?
-> Or are you going after students that are walking to their lectures, maybe at night?
Honestly, the more specific you can be, the better. This isn't just good for investors, it's good for your overall marketing strategy. Once you know who you're talking to, you can tailor your messaging to really resonate with them. Don't be afraid to niche down at first - you can always expand later. Maybe you start with women who work late. Then you expand to night shift workers.
Understanding your ideal user will also help you choose the right channels to promote your app. Like, if you're targeting students, you might want to focus on social media platforms that are popular with students, or advertise near university campuses.
I'd say you must build a targeted pre-launch campaign...
Right, once you have identified your ideal customer you can start building a pre-launch campaign. This is where you start generating buzz and demonstrating that there's real interest in your app. I mean, think about these ideas:
-> Landing Page: Set up a simple landing page that explains what your app does and why it's needed. Include some compelling copy, a mockup of the app interface, and a clear call to action – like "Sign up for early access" or "Join our waiting list".
-> Email Sign-Ups: Capture email addresses on your landing page. This is a great way to build a list of potential users and keep them updated on your progress. Offer an incentive for signing up, like exclusive early access or a discount on a premium feature. These addresses can be used for later marketing too.
-> Social Media: Create social media profiles for your app. Share updates, behind-the-scenes content, and engage with potential users. Run targeted ads to drive traffic to your landing page and encourage sign-ups. You could use Facebook or Instagram ads to target people in a specific postcode, or with certain interests or demographics. Think about the copy here as well.
-> PR: Reach out to local publications and blogs that cover community news. Offer them an exclusive preview of your app and ask them to write a story about it. This can help you generate some initial buzz and get your app in front of a wider audience.
-> Consider Influencers: If you have the budget and know any, connect with local influencers who are respected in the community. Ask them if they would be willing to share your app with their followers.
Remember, the goal here isn't necessarily to get app downloads right away. It's more about gathering leads, building a community, and demonstrating to investors that there's genuine demand for your app. I recall one campaign for a software, events, sports, and eLearning app where we achieved over 45,000 sign-ups for under £2 per signup using Meta Ads, TikTok Ads, Apple Ads, and Google Ads. This significantly bolstered their pitch to investors.
We'll need to look at some key metrics...
Okay, here's something that's often missed out: You need to track everything. Don't just launch a campaign and hope for the best. You need to be constantly monitoring your results and making adjustments as needed. If you don't you're throwing money down the drain. I'd look at:
->Website traffic: How many people are visiting your landing page?
->Conversion rate: What percentage of visitors are signing up for your waiting list?
->Cost per lead: How much are you spending to acquire each email address?
->Social media engagement: How many people are liking, sharing, and commenting on your posts?
These metrics will give you a good idea of how well your pre-launch campaign is performing. If you're not happy with the results, don't be afraid to experiment with different messaging, targeting options, or channels.
You probably should leverage a pre-launch waiting list...
A waiting list is an amazing way to build anticipation and show investors that you have a solid group of people eager to use your app. You can even link the waiting list to a special offer, like early access or a discount for the first 100 users. I remember a software client leveraged a waiting list effectively to demonstrate traction before their product launch, and it was very well-received by their investors.
To leverage your waiting list, I'd say:
->Keep people engaged: Don't just collect email addresses and forget about them. Send regular updates about your app's progress, share behind-the-scenes content, and ask for feedback.
->Offer exclusive benefits: Give people on your waiting list exclusive access to features, discounts, or content. This will make them feel valued and keep them excited about your app.
->Create a sense of community: Encourage people on your waiting list to connect with each other and share their thoughts about your app. This will help you build a loyal community of users who are invested in your success.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Target Audience | Define your ideal user (families, individuals, dog walkers, etc.) for more effective marketing. |
| Pre-Launch Campaign | Create a landing page, collect emails, and run targeted social media ads. |
| Key Metrics | Track website traffic, conversion rates, and social media engagement to measure campaign performance. |
| Waiting List | Build a waiting list with exclusive benefits to create anticipation and community. |
It's worth knowing, a lot of these steps can be time consuming, and getting it right can be tricky. Sometimes it makes sense to get some expert help. We offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.
Regards,
Team @ Lukas Holschuh
