Mobile apps — strategy and router
Entry point for the mobile-apps domain of the Subida knowledge base (synthesised so far from App Masters / Steve P. Young, 2025-11 → 2026-10). Full list of notes: index of all notes.
Which skill for which question
| Question is about… | Load skill |
|---|---|
| Paywalls, trials, pricing, onboarding-to-paywall, subscription metrics | mobile-app-monetization |
| Keywords, App Store / Google Play listing, screenshots, product page tests | app-store-optimization |
| Apple Ads, Meta/TikTok ads, ad creatives, UGC/creator programs | app-user-acquisition |
| Web quiz funnels, web checkout, selling app subscriptions outside the stores | web2app-funnels |
Core playbook (strategy)
- Pick ideas from search demand, not inspiration — find an under-served keyword “tentacle” of a big high-earning app and validate it before building. → Finding app ideas from search demand — the Tentacle Strategy
- Choose a category that earns per install (health & fitness, education, business); look for a high revenue-to-downloads ratio among competitors. → Choosing an app category by revenue per install (RPI)
- v1 solves one problem: one feature, one keyword, hard paywall — a demand test, not a product. → Scoping the first version — solve one problem
- Build fast and cheap: AI coding agents cut v1 to ~2 months; dedicated hosting and startup credits. → What building an app costs in 2026 — AI coding, hosting, startup credits
- Design v1 for conversion — UI/UX is the differentiator when everyone can build. → Designing the first version for conversion — UI/UX as the differentiator
- Earmark a marketing budget; start with ASO + Apple Ads; viral views rarely equal downloads. → Reserving a marketing budget and choosing the first channel
- Stage gates: rank #1 for your keyword → fix monetization → features at ~$5–10K MRR → paid social above ~$10K MRR. “Download problem” (ASO/UA) vs “sales problem” (paywall) need different fixes. → What to work on at each stage — from launch to paid ads
Note map (product strategy)
| Note | Read when |
|---|---|
| Finding app ideas from search demand — the Tentacle Strategy | Looking for or validating an app idea |
| Choosing an app category by revenue per install (RPI) | Choosing a category; estimating competitor revenue |
| Scoping the first version — solve one problem | Scoping v1; feature creep |
| What building an app costs in 2026 — AI coding, hosting, startup credits | Estimating build time/cost, hosting, credits |
| Designing the first version for conversion — UI/UX as the differentiator | Planning v1 design priorities |
| Reserving a marketing budget and choosing the first channel | Planning launch marketing, first channel |
| What to work on at each stage — from launch to paid ads | Deciding what to work on next at a given MRR |
Gaps
Only one expert source so far (App Masters). Not yet covered: retention/engagement and push strategy, Android-specific growth, ad-based monetization, app analytics stacks, selling an app (exits), AI-generated ad creatives. Say so when asked, rather than improvising from general knowledge without flagging it.