What’s in a Name?

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Brand awareness is the single most important thing in scaling your product. It takes a catchy name and a recognisable logo. Without them, it will take a whole lot more time and money to achieve this, unless you have help from a unique and wanted product. With HowAbout, I believe we have a catchy name, and inspired by Nike, I decided to give our logo a premium position inside the app.

Since the HowAbout button is the key feature of HowAbout app, I decided to make it more than just an anonymous button. Featuring our logo there would enhance the chance that it will be recognised by a factor thousand. The logo itself does not carry our name though, but since that is viewed each time you start up the app, I have no worries. Especially since HowAbout is a catchy name at itself, and fits very well to the concept of an organiser app. Sending a Powwow or an invitation to an event is quite similar to asking ‘how about a restaurant next time?’ Or a movie, going to a game, etc. That is basically how I came up with the name :’What would you ask when inviting one of your friends?’

HowAbout app in the first place is a handy, fast and intuitive way to send and keep track of invitations, complete with interactive calendar, overview, contact and group management etc. The people in your contact list are people you actually meet in person. Far away friends that you never meet will just take list space, although there is a way to share photo’s with absent friends instantly, if that is what you want to do : it’s called event based photo-sharing, and is linked to your event.

Where other apps mostly start asking ‘what do you want to do’, HowAbout starts with ‘who will you ask’. The philosophy is that you will likely already have a mood to see a person or a certain group of people when you have an intention to set something up. Since there are activities you do with one group of people, and other stuff you do with another group of people, you generally already have something in mind when you decide which people you will ask.

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That is why we like to encourage users to start making groups, and use them. Since any contact can be in several groups, you can configure every group the way you like. It’s also very practical to make temporary groups which you delete after the event. The contacts are not deleted, just the group will be.

The interface is actually created upon this principle. Using groups will soon feel very intuitive and the obvious way to use HowAbout. Dragging contacts and groups to the HowAbout button will become part of your daily routine. And every time you will see a HowAbout button anywhere, you will immediately know what it means. Isn’t that what brand awareness is all about?

Follow the Yellow Brick Road

yellowbrick    HowAbout has been a work in progress since May 2014. Although it has developed, the basic concept is still prominently there. Some parts got to play a more important role, some got a more intuitive approach, or have been given a better, more interesting functionality, like the interactive calendar and the Powwow function, which takes the possibilities of what is known as ‘a doodle’ way across its current limitations. The application has also been broken up into segments. We are now releasing MVP, with new functions to be added in the coming years, and we hope to arrive at the original full blown concept by 2020. After that; more new additions are already being investigated.

Fact is that nobody ever asks about the money. It is assumed that someone takes care of it. The shareholders, the investors, or of course the designer of the whole thing. Now frankly, it is a fact that the founders of HowAbout never really worried about money, and we honestly still don’t. The product will likely launch in November with all bills paid and as only debtor one of the founders, and we can continue this path for at least another year.

In the same context, the attentive follower of our project will have noticed that we are not following what we call the ‘Yellow Brick Road’. We have not been talking early to market representatives or investors about our project, neither have we been telling the press what we are building and how it will work, nor did we join any incubator or other start-up program. Everything has been relatively confined. Only the last couple of months, we have been quietly lifting the curtain a little on our Facebook page and now in this blog. One reason is that we are using a new intuitive interface that we don’t want other companies to introduce before we do. That by itself should be enough reason. But also, we have long time been unsure about the final design and functionalities of HowAbout, and only with the start of the programming phase itself, we were reassured that it will look great, and overall work out as planned.

At this moment we can not tell if this will end up as a problem. We sure have the experts against us, who say you can’t talk early enough about your project : awareness is key. The good side is that our open beta test phase may go relatively unnoticed, which would give us an advantage because possible competition will need some time to catch up with us. Also, HowAbout’s consumer version is free of charge, so there is a very low step-in barrier. That means a good press release could already create a large user-base if the product is good enough, so we have work to do.

On the other hand without any sizeable exposure, we are unlikely to gain explosive growth and will need a great marketing effort and convention presence to get an amount of attention worth the while. We are running the risk that by the time we are getting somewhere, a big player could release a similar product to ours with a lot more marketing, and dilute our chances of becoming a sizable market player. Fortunately however, HowAbout is not a simple concept -even though it may look like one. I guess it will depend if they estimate our product as a threat or an opportunity. If neither of them, we will stand a good chance. If any of them, in best case we get bought, in worst case our product will remain on the sidelines. Still, most importantly, nobody can stop us from making HowAbout.

Bottom line is, that we know what we are doing, and why we are doing it. We believe HowAbout is a great product that will spread by word of mouth, because it is quite unique, well designed and totally useful for everyone, with a very intuitive interface. That should be a good enough explanation for any potential investor to gain confidence, no matter we follow the Yellow Brick Road or not. Sometimes it is wiser not to follow the money in the beginning. Which application has made money the first year of its launch anyway?

Does that mean there will be ways to monetise HowAbout? Sure there are. We will tell you more when version 2.0 releases. Unless you want to become an investor of course.

 

 

 

 

Google’s Adwords Express Not Transparent

As a once owner of a small business, I very well know the needs of them. They are very different from larger scale businesses, and if I would have had the technology then that is available today, boy would I still have been successful now. It’s not so long ago that Google introduced Adwords Express, which was to be a dream come true for small businesses. If it would have worked properly.

The philosophy of Adwords Express is ‘fast and easy’. The problem is that however seducing this is, it doesn’t really apply to the target audience. Small businesses are just as dependent of precise keywords as big businesses. The automatic keyword generators are far from efficient enough to take control of that.

Different from big companies is that small businesses are slightly less in need of brand awareness. It really just matters locally. The result is that the clicks they get due to a weak automatic keyword generator are wasted and much more expensive than they are for big companies who have more value in branding their company.

Another issue is the geographical location. Consumers often just want the first shop nearby. Advertisers pay to get the first spot, which is not always what the consumer wants. A conflict of interests that has always been decided in favour of the money. Is there really no way around this?

There are more issues that make Adwords Express not necessarily the best choice. The real problem with these giant corporations, is that they try to fit everything into their megastructures. Sure, they hire teams of specialised people who seem to know all about what small businesses need, did all the necessary research, but in the end, it has to fit in with the big guys.

Sometimes I wonder if it is even smart to join up with such companies, as you can be sure that your information is namelessly sold to the highest bidder, who shamelessly will open nearby if your business is strong enough to have a go at that local market.

Sources :

http://blog.hubspot.com/blog/tabid/6307/bid/29582/Google-AdWords-Express-The-Pros-and-Cons.aspx

https://www.searchenginejournal.com/is-adwords-express-hurting-your-small-business/41731/