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How to launch an app in 48 hours

(TECHNOLOGY) Here is a comprehensive guide to setting up processes and automation to develop an iOS mobile app and a full marketing strategy behind it.

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The American Genius recently learned about a really fascinating group of people who created an app in 48 hours. We’ve all heard about hackathons, but they are typically code-only and void of any business or marketing plan, so this project caught our attention immediately. We asked digital strategist, Alex Leybovich to share their story with you, and in his own words below is the deep dive into how they accomplished this nearly unimaginable task:

One of the things that I love about working with creatives is the unfathomable progress we can make on a project when we point our collective energies in a single direction. Imagine what a team could accomplish if there were no expectations, no stakeholders, no managers, and no plan? Nine top marketing strategists gathered in Austin, TX – many meeting for the first time – to answer the question, “How can we build and launch an app in 48 hours?”

If you’ve spent any amount of time in the corporate world, you’re probably thinking, “I know how long it takes our marketing department to put a measly video on a website – what could they possibly accomplish in a weekend,” and prior to this event, I would have been in the same boat. Why wouldn’t I be – this sounds like an impending disaster about to erupt.

What was accomplished in a single weekend will leave you speechless.

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The standard progression of a new development team is Forming, Storming, Norming, and Performing. First, the balance in the team must be understood – who’s doing what, where does my lane end, and who’s in charge? Next, people start to butt heads and challenge the boundaries of their positions. Once these are figured out, for the most part, the team begins to rebalance, and, finally, the team starts to fire on all cylinders and is productive in the work that they’re putting out.

We only had 48 hours, so there wasn’t a lot of time to bring our egos along or get emotionally attached to anything that we were doing. To put everyone on the same level and get the team to the performing phase faster, we did something different than your stereotypical icebreaker.

The instructions were simple – when you introduce yourself, don’t talk about meaningless small talk. Stand up in front of the room, and give a 3-minute pitch on who you are and what you bring to the team as if you were presenting to potential investors.

In turn, everyone got a chance to impress the rest of the team, and, more importantly, we ended our first meeting with a clear understanding of who was an expert in what field, and who else could provide coverage for tasks if bottlenecks occurred at any point in the project.

Boom!

One hour into the event, and we already made it through forming, checked our egos at the door, skipped straight to norming, and CHICKEN was born.

What’s CHICKEN

CHICKEN is a video messaging service that allows users to communicate with each other directly using short video snippets, aimed at bridging the gap between text interaction and face-to-face encounters. Think video-based walkie-talkies where you can send short video snippets back and forth with messages that don’t expire.

Chickens are social creatures by nature, and communicate with each other throughout most of the day, seldom stopping except to sleep. The chicken quickly became our spirit animal as we put our heads together and designed an app that lets you talk to your friends all day long.

The First 24 Hours

Once introductions were out of the way, we needed to set some ground rules

  • First, we are building and launching in 48 hours – that means that whatever we have at the end of the weekend was going to go out, and the remaining ideas continued to live in the product backlog.
  • No bad ideas – everything about this was supposed to be fun, so leaving egos behind was a critical component to getting the job done. Every idea went in the backlog. Once we prioritized the tasks, groupings of ideas started forming into features.
  • Last, but certainly not least, be kind! We came together to do something fun, and boy did we ever! Catered lunches were served daily, and snacks and drinks were available throughout the day. In true Silicon Hills (is that what they’re calling Silicon Valley’s little brother, Austin?) fashion, our AirBnB turned into a startup office in minutes, complete with a ping pong table in the garage (it came with the AirBnB so how perfect is that?)

From there, we got straight to work.

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First thing’s first – Project Management. For this to be successful, we needed to follow a structure, so having a scrum master in the room (*waves*) proved fruitful! For 48 hours, we needed a Kanban board, and Jetbrain’s YouTrack is the fastest and most thorough way to get a project going and keep it on track.

Using Pressable as our hosting solution, we were able to launch our hosting environment and get WordPress up and running quickly. The site went up in a few hours. A clean, minimal look to promote app downloads.

Automation was the goal from the start, so we set up a Hubspot CRM, signed up with Proof, opened our MailChimp account, loaded Zapier, and added a WPMU suite onto our WordPress installation. To launch with a minimally viable product (MVP) all we needed for the website was a landing page, so while that was up our social media team got to work. We wanted eyeballs on us as early as possible, so as we rolled out features (SPOILER: by the time the event was over we had built a landing page, then a home page, then a website, then a custom mobile experience, then another version of the website) our audience could follow our journey and get hyped about what was coming.

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The response was remarkable! For a brief few hours, we felt the energy of the Austin startup community as they watched what we were building. Not only were they watching, but they were also providing real-time Analytics, data for our heatmaps, and feedback on bugs that they were seeing, so we were able to get live testing and QA from the community. Our first heatmaps (this image here) showed an unexpected rate of clicks on the mobile phone so we replaced the image in the next iteration to make it appear less like an interactive element.

Meanwhile, our branding team developed one of the most stunning color palettes that I could have imagined for an on-the-fly project and graced us with a beautiful logo.

launch an app as quickly as possible

After sitting down with our resident Subject Matter Expert (SME) and conducting our persona research, we identified our target audience. With trends like Tik Tok, Marco Polo, and Snapchat, we wanted to make sure to hit our audience quickly and capture their attention.

To our surprise, we found unexpected inspiration in 12-year-old Jordan (last name omitted for privacy). Originally brought in to be interviewed during our user research phase, she proved to know a lot about trends, design, and what features her generation expects in an app. By morning, she had drawn up her “perfect” app, and we had our first iteration – now on to testing her hypotheses! (For her efforts in helping with the project, Jordan was featured on the original landing page as part of the initial screenshots of the app!)

We sit down with our persona SME - Jordan - to discuss how her generation finds and adopts new apps

The first 24 hours flew by in no time, but we managed to make a significant amount of traction. The logo and branding package were ready for our review by mid-day, the app framework was complete, and the initial landing page was built and deployed. We added a fun countdown timer on the page, wrapped up day one – now for a break.

If any of you have ever been to a hackathon, you know that it’s non-stop adrenaline-fueled action, so when Stefan let us know that we were going to meditate in the middle of this event, we were shocked – but I will never do it any other way after this experience. For one hour, we turned our minds off, rested our bodies, and allowed our creative energies to roam free.

And then, we began the second half of the event.

Day 2: Crunch Time!

We had strong momentum coming into the start of the second day and, freshly regenerated after our meditation and chair massages, we got back to work.

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The first 24 hours were a lot of set up and creation, but now the pieces had to come together. The front-end, back-end, and APIs had to be merged, and we had a ticking timer counting down on the website reminding us of how few hours were left for us to button up all of the features on our board.

A clear picture of where we were headed came together on day two as the screenshots started to come together.

Seeing the app come to life got us fired up to push more visitors to the site.

Within the first 48 hours, we had gotten almost 1,000 page views on the brand new website – including 3 that came from organic search (I have never seen organic traffic to a website within 48 hours of an idea just beginning to form for a company). Why get visitors to the website though, if we’re not doing anything with them?

Enter – the prelaunch campaign. We gave visitors an opportunity to request a notification when the app was live and started our drip campaign. Every step we took to get closer to our goal, we got feedback from our first rounds of beta testers.

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We even got weird with our marketing efforts, at one point creating a Tinder account for the sole purpose of exposure to the site. Every new visitor was an opportunity to capture more data in order for us to have the best chance at a successful launch.

By the end of the day, we had a roadmap of new features for the future, including video transcription, and subtitle translation options to help users communicate with international peers.

What’s Next?

CHICKEN was a great experience for the team, and we decided to continue the project after the event. All 9 original members formed a Delaware C-corp and submitted the app for review. You can continue to track our journey or download the app for yourself (iOS only, at the moment) at https://speakchicken.com.

***

Alex Leybovich, PMI-ACP, CSM is an enterprise digital marketing strategist who specializes in conversion rate optimization (CRO), user experience (UX), and marketing automation. He puts his 14 years of web experience into running Auden Digital – a full-service marketing agency – in Austin, TX, advising veteran-owned businesses, consulting, and speaking.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Tech News

Experts warn of actual AI risks – we’re about to live in a sci fi movie

(TECH NEWS) A new report on AI indicates that the sci fi dystopias we’ve been dreaming up are actually possible. Within a few short years. Welp.

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Long before artificial intelligence (AI) was even a real thing, science fiction novels and films have warned us about the potentially catastrophic dangers of giving machines too much power.

Now that AI actually exists, and in fact, is fairly widespread, it may be time to consider some of the potential drawbacks and dangers of the technology, before we find ourselves in a nightmarish dystopia the likes of which we’ve only begun to imagine.

Experts from the industry as well as academia have done exactly that, in a recently released 100-page report, “The Malicious Use of Artificial Intelligence: Forecasting, Prevention, Mitigation.”

The report was written by 26 experts over the course of a two-day workshop held in the UK last month. The authors broke down the potential negative uses of artificial intelligence into three categories – physical, digital, or political.

In the digital category are listed all of the ways that hackers and other criminals can use these advancements to hack, phish, and steal information more quickly and easily. AI can be used to create fake emails and websites for stealing information, or to scan software for potential vulnerabilities much more quickly and efficiently than a human can. AI systems can even be developed specifically to fool other AI systems.

Physical uses included AI-enhanced weapons to automate military and/or terrorist attacks. Commercial drones can be fitted with artificial intelligence programs, and automated vehicles can be hacked for use as weapons. The report also warns of remote attacks, since AI weapons can be controlled from afar, and, most alarmingly, “robot swarms” – which are, horrifyingly, exactly what they sound like.

Read also: Is artificial intelligence going too far, moving too quickly?

Lastly, the report warned that artificial intelligence could be used by governments and other special interest entities to influence politics and generate propaganda.

AI systems are getting creepily good at generating faked images and videos – a skill that would make it all too easy to create propaganda from scratch. Furthermore, AI can be used to find the most important and vulnerable targets for such propaganda – a potential practice the report calls “personalized persuasion.” The technology can also be used to squash dissenting opinions by scanning the internet and removing them.

The overall message of the report is that developments in this technology are “dual use” — meaning that AI can be created that is either helpful to humans, or harmful, depending on the intentions of the people programming it.

That means that for every positive advancement in AI, there could be a villain developing a malicious use of the technology. Experts are already working on solutions, but they won’t know exactly what problems they’ll have to combat until those problems appear.

The report concludes that all of these evil-minded uses for these technologies could easily be achieved within the next five years. Buckle up.

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Daily Coding Problem keeps you sharp for coding interviews

(CAREER) Coding interviews can be pretty intimidating, no matter your skill level, so stay sharp with daily practice leading up to your big day.

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Whether you’re in the market for a new coding job or just want to stay sharp in the one you have, it’s always important to do a skills check-up on the proficiencies you need for your job. Enter Daily Coding Problem, a mailing list service that sends you one coding problem per day (hence the name) to keep your analytical skills in top form.

One of the founders of the service, Lawrence Wu, stated that the email list service started “as a simple mailing list between me and my friends while we were prepping for coding interviews [because] just doing a couple problems every day was the best way to practice.”

Now the service offers this help for others who are practicing for interviews or for individuals needing to just stay fresh in what they do. The problems are written by individuals who are not just experts, but also who aced their interviews with giants like Amazon, Google, and Microsoft.

So how much would a service like this cost you? Free, but with further tiers of features for additional money. Like with all tech startups, the first level offers the basic features such as a single problem every day with some tricks and hints, as well as a public blog with additional support for interviewees. However, if you want the actual answer to the problem, and not just the announcement that you incorrectly answered it, you’ll need to pony up $15 per month.

The $15 level also comes with some neat features such as mock interview opportunities, no ads, and a 30 day money back guarantee. For those who may be on the job market longer, or who just want the practice for their current job, the $250 level offers unlimited mock interviews, as well as personal guidance by the founders of the company themselves.

Daily Coding Problem enters a field with some big players with a firm grasp on the market. Other services, like InterviewCake, LeetCode, and InterviewBit, offer similar opportunities to practice mock interview questions. InterviewCake offers the ability to sort questions by the company who typically asks them for that individual with their sights targeted on a specific company. InterviewBit offers referrals and mentorship opportunities, while LeetCode allows users to submit their own questions to the question pool.

If you’ve really got your eye on the prize of receiving that coveted job opportunity, Daily Coding Problem is a great way to add another tool in your tool box to ace that interview.

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Quickly delete years of your stupid Facebook updates

(SOCIAL MEDIA) Digital clutter sucks. Save time and energy with this new Chrome extension for Facebook.

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When searching for a job, or just trying to keep your business from crashing, it’s always a good idea to scan your social media presence to make sure you’re not setting yourself up for failure with offensive or immature posts.

In fact, you should regularly check your digital life even if you’re not on the job hunt. You never know when friends, family, or others are going to rabbit hole into reading everything you’ve ever posted.

Facebook is an especially dangerous place for this since the social media giant has been around for over fourteen years. Many accounts are old enough to be in middle school now.

If you’ve ever taken a deep dive into your own account, you may have found some unsavory posts you couldn’t delete quickly enough.

We all have at least one cringe-worthy post or picture buried in years of digital clutter. Maybe you were smart from the get-go and used privacy settings. Or maybe you periodically delete posts when Memories resurfaces that drunk college photo you swore wasn’t on the internet anymore.

But digging through years of posts is time consuming, and for those of us with accounts older than a decade, nearly impossible.

Fortunately, a Chrome extension can take care of this monotonous task for you. Social Book Post Manager helps clean up your Facebook by bulk deleting posts at your discretion.

Instead of individually removing posts and getting sucked into the ensuing nostalgia, this extension deletes posts in batches with the click of a button.

Select a specific time range or search criteria and the tool pulls up all relevant posts. From here, you decide what to delete or make private.

Let’s say you want to destroy all evidence of your political beliefs as a youngster. Simply put in the relevant keyword, like a candidate or party’s name, and the tool pulls up all posts matching that criteria. You can pick and choose, or select all for a total purge.

You can also salt the earth and delete everything pre-whatever date you choose. I could tell Social Book to remove everything before 2014 and effectively remove any proof that I attended college.

Keep in mind, this tool only deletes posts and photos from Facebook itself. If you have any savvy enemies who saved screenshots or you cross-posted, you’re out of luck.

The extension is free to use, and new updates support unliking posts and hiding timeline items. Go to town pretending you got hired on by the Ministry of Truth to delete objectionable history for the greater good of your social media presence.

PS: If you feel like going full scorched Earth, delete everything from your Facebook past and then switch to this browser to make it harder for Facebook to track you while you’re on the web.

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