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Launch Strategy

The Indie Developer's App Launch Checklist: Beta to Bestseller

The complete 100-item checklist used by successful indie developers to launch apps that reach #1 in their categories. From beta testing to App Store featuring.

AT

Alex Thompson

Indie Developer & Launch Expert

September 22, 2024
10 min read

Alex Thompson - Alex has launched 8 successful apps as an indie developer, with 3 reaching #1 in their categories. Previously worked at Microsoft and founded 2 startups.

The Indie Developer's App Launch Checklist: Beta to Bestseller

I've launched 8 apps as an indie developer. The first 3 failed miserably. The next 5 succeeded, with 3 reaching #1 in their categories. Here's the exact checklist that made the difference.

The Reality Check

Indie app launches fail 90% of the time. But the 10% that succeed follow a systematic approach. This checklist is based on analyzing 200+ successful indie launches and my own experience going from 0 to 1M+ downloads.

Pre-Launch Phase (4-6 weeks before launch)

Week 1: Foundation & Strategy

Market Research (Days 1-3)

  • [ ] Competitor Analysis

    • [ ] Download top 20 apps in your category
    • [ ] Analyze their screenshots, descriptions, pricing
    • [ ] Note their strengths and weaknesses
    • [ ] Identify gaps you can fill

  • [ ] Target Audience Definition

    • [ ] Create detailed user personas (age, income, pain points)
    • [ ] Identify where your audience hangs out online
    • [ ] Research their language and terminology
    • [ ] Understand their decision-making process

  • [ ] Unique Value Proposition

    • [ ] Define what makes you different
    • [ ] Test your value prop with 10 potential users
    • [ ] Refine based on feedback
    • [ ] Create elevator pitch (30 seconds)

App Store Optimization (Days 4-7)

  • [ ] Keyword Research

    • [ ] Use AppTweak or Sensor Tower for keyword discovery
    • [ ] Find 20 high-volume, low-competition keywords
    • [ ] Test keyword combinations
    • [ ] Create keyword priority list

  • [ ] App Name & Subtitle

    • [ ] Include primary keyword in app name
    • [ ] Subtitle: 30 characters max, benefit-focused
    • [ ] Test 3-5 variations with friends
    • [ ] Check trademark conflicts

  • [ ] App Icon Design

    • [ ] Simple, recognizable design
    • [ ] Test at small sizes (16x16px)
    • [ ] High contrast colors
    • [ ] Avoid text in icon
    • [ ] A/B test 3 variations

Week 2: Content Creation

Screenshots (Days 8-10)

  • [ ] Screenshot Strategy

    • [ ] Create 7-screenshot story arc
    • [ ] Screenshot 1: Main benefit (hook)
    • [ ] Screenshots 2-3: Problem/solution
    • [ ] Screenshots 4-5: Key features
    • [ ] Screenshot 6: Social proof
    • [ ] Screenshot 7: Call-to-action

  • [ ] Design Principles

    • [ ] High contrast text overlays
    • [ ] Consistent color scheme
    • [ ] Real app screenshots (not mockups)
    • [ ] Benefit-focused copy (not features)
    • [ ] Test on actual devices

App Description (Days 11-12)

  • [ ] Description Structure

    • [ ] Opening: Problem + solution (2 sentences)
    • [ ] Key benefits (3-4 bullet points)
    • [ ] Features (brief, benefit-focused)
    • [ ] Social proof (ratings, user count)
    • [ ] Call-to-action

  • [ ] Keyword Optimization

    • [ ] Include primary keyword in first 100 characters
    • [ ] Natural keyword density (2-3%)
    • [ ] Include long-tail keywords
    • [ ] Test readability (grade 8-10 level)

App Preview Video (Days 13-14)

  • [ ] Video Strategy
    • [ ] 15-30 seconds maximum
    • [ ] Show real app usage
    • [ ] Include audio/music
    • [ ] End with clear CTA
    • [ ] Test on mobile devices

Week 3: Beta Testing & Feedback

Beta Testing (Days 15-21)

  • [ ] Beta Group Setup

    • [ ] Recruit 50-100 beta testers
    • [ ] Mix of friends, family, and strangers
    • [ ] Target your ideal user demographic
    • [ ] Use TestFlight (iOS) or Google Play Console (Android)

  • [ ] Feedback Collection

    • [ ] Create feedback form (Google Forms)
    • [ ] Ask specific questions about UX
    • [ ] Track crash reports and analytics
    • [ ] Schedule weekly feedback calls
    • [ ] Document all feedback

  • [ ] Iteration & Fixes

    • [ ] Prioritize feedback by impact
    • [ ] Fix critical bugs first
    • [ ] Implement high-impact suggestions
    • [ ] Test fixes with subset of users
    • [ ] Prepare final version

Week 4: Launch Preparation

Final Assets (Days 22-24)

  • [ ] App Store Assets

    • [ ] Final screenshots (all sizes)
    • [ ] App preview video
    • [ ] App icon (all sizes)
    • [ ] Privacy policy
    • [ ] Terms of service

  • [ ] Marketing Materials

    • [ ] Press kit with screenshots
    • [ ] App description for press
    • [ ] Founder bio and photo
    • [ ] Company logo and branding
    • [ ] Social media graphics

Launch Strategy (Days 25-28)

  • [ ] Launch Timeline
    • [ ] Submit to App Store (7 days before)
    • [ ] Prepare launch day activities
    • [ ] Schedule social media posts
    • [ ] Prepare email to friends/family
    • [ ] Plan first week activities

Launch Week (The Big Push)

Day 1: Launch Day

Morning (9 AM - 12 PM)

  • [ ] App Goes Live

    • [ ] Check app is live in stores
    • [ ] Test download process
    • [ ] Verify all assets display correctly
    • [ ] Check analytics are tracking

  • [ ] Initial Push

    • [ ] Email friends and family
    • [ ] Post on personal social media
    • [ ] Share in relevant Facebook groups
    • [ ] Post on Reddit (r/IndieDev, r/SideProject)

Afternoon (1 PM - 5 PM)

  • [ ] Community Outreach

    • [ ] Share in Discord communities
    • [ ] Post on Product Hunt (if applicable)
    • [ ] Reach out to relevant bloggers
    • [ ] Submit to app review sites

  • [ ] Social Media Blitz

    • [ ] Twitter thread about launch
    • [ ] LinkedIn post for professional network
    • [ ] Instagram stories with screenshots
    • [ ] TikTok video (if relevant)

Evening (6 PM - 9 PM)

  • [ ] Follow-up Activities
    • [ ] Respond to comments and messages
    • [ ] Thank early supporters
    • [ ] Monitor download numbers
    • [ ] Check for any issues

Days 2-7: Momentum Building

Daily Activities

  • [ ] Content Creation

    • [ ] Create 1-2 social media posts
    • [ ] Share user testimonials
    • [ ] Post behind-the-scenes content
    • [ ] Engage with comments

  • [ ] Community Engagement

    • [ ] Respond to all reviews
    • [ ] Thank users for feedback
    • [ ] Share in relevant communities
    • [ ] Network with other developers

  • [ ] Analytics Monitoring

    • [ ] Track daily downloads
    • [ ] Monitor crash reports
    • [ ] Check user feedback
    • [ ] Analyze user behavior

Post-Launch Phase (Weeks 2-4)

Week 2: Optimization

App Store Optimization

  • [ ] Performance Analysis

    • [ ] Review conversion rates
    • [ ] Analyze user reviews
    • [ ] Check keyword rankings
    • [ ] Monitor competitor activity

  • [ ] A/B Testing

    • [ ] Test different screenshots
    • [ ] Try new app descriptions
    • [ ] Experiment with pricing
    • [ ] Test different keywords

User Feedback Integration

  • [ ] Review Analysis
    • [ ] Categorize feedback themes
    • [ ] Identify common pain points
    • [ ] Plan feature improvements
    • [ ] Prioritize bug fixes

Week 3: Growth

Content Marketing

  • [ ] Blog Content

    • [ ] Write launch story blog post
    • [ ] Create tutorial content
    • [ ] Share lessons learned
    • [ ] Guest post on relevant blogs

  • [ ] Social Media Strategy

    • [ ] Consistent posting schedule
    • [ ] Engage with relevant hashtags
    • [ ] Share user-generated content
    • [ ] Build community around app

PR & Outreach

  • [ ] Media Outreach
    • [ ] Pitch to tech blogs
    • [ ] Reach out to podcasters
    • [ ] Submit to app directories
    • [ ] Contact industry publications

Week 4: Scale

Advanced Strategies

  • [ ] Influencer Partnerships

    • [ ] Identify relevant influencers
    • [ ] Reach out with collaboration proposals
    • [ ] Offer free app access
    • [ ] Track partnership results

  • [ ] Paid Advertising

    • [ ] Test small ad budgets
    • [ ] Target specific keywords
    • [ ] A/B test ad creatives
    • [ ] Monitor ROI carefully

Success Metrics to Track

Week 1 Targets

  • [ ] Downloads: 100-500 (depending on category)
  • [ ] Reviews: 10+ reviews
  • [ ] Rating: 4.0+ stars
  • [ ] Social Shares: 50+ shares

Month 1 Targets

  • [ ] Downloads: 1,000-5,000
  • [ ] Reviews: 50+ reviews
  • [ ] Rating: 4.2+ stars
  • [ ] Retention: 30%+ Day 7 retention

Month 3 Targets

  • [ ] Downloads: 5,000-25,000
  • [ ] Reviews: 200+ reviews
  • [ ] Rating: 4.3+ stars
  • [ ] Revenue: Break-even or profit

Common Launch Mistakes to Avoid

1. Launching Too Early

Mistake: Releasing before app is polished Impact: Poor reviews, low ratings Fix: Complete beta testing, fix critical bugs

2. No Marketing Preparation

Mistake: Expecting organic discovery Impact: Low initial downloads Fix: Prepare marketing materials 4 weeks ahead

3. Ignoring User Feedback

Mistake: Not responding to reviews Impact: Poor reputation, low ratings Fix: Respond to every review within 24 hours

4. Wrong Pricing Strategy

Mistake: Pricing too high or too low Impact: Low conversion rates Fix: Research competitor pricing, test different prices

5. Poor Screenshots

Mistake: Generic or unclear screenshots Impact: Low conversion rates Fix: Follow screenshot best practices, A/B test

Tools & Resources

Free Tools

  • AppTweak: Keyword research (free tier)
  • Sensor Tower: Competitor analysis (free tier)
  • TestFlight: iOS beta testing
  • Google Play Console: Android beta testing
  • Canva: Marketing graphics
  • AppTweak Pro: $99/month for keyword tracking
  • Sensor Tower: $99/month for detailed analytics
  • Product Hunt: $99 for featured placement
  • Press Kit: $29 for professional press materials

Communities

  • r/IndieDev: Reddit community
  • r/SideProject: Reddit community
  • Indie Hackers: Online community
  • Product Hunt: Launch platform
  • Discord: Various developer communities

The 30-Day Action Plan

Days 1-7: Foundation

  • Complete market research
  • Finalize app name and icon
  • Create screenshot strategy
  • Write app description

Days 8-14: Content

  • Design all screenshots
  • Create app preview video
  • Prepare marketing materials
  • Set up analytics

Days 15-21: Testing

  • Launch beta testing
  • Collect and analyze feedback
  • Fix critical issues
  • Prepare final version

Days 22-28: Launch Prep

  • Submit to app stores
  • Prepare launch day activities
  • Create social media content
  • Reach out to contacts

Days 29-30: Launch

  • Execute launch day plan
  • Monitor performance
  • Respond to feedback
  • Plan next week activities

Conclusion

Successful app launches aren't luck—they're systematic. This checklist covers every aspect of launching an app that can compete with the best.

The difference between successful and failed launches isn't the quality of the app (though that matters). It's the preparation, execution, and follow-through.

Use this checklist religiously. Check off every item. Your future self will thank you when your app reaches #1 in its category.

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