In this section of DevDialogue, we talk to the developer of the popular children’s application for iPad – Maths with Springbird. Maths with Springbird is an interactive game for children which helps kids understand the basic concepts of mathematics by freeing springbirds. The game calls for higher interactivity and better learning.
1. How did you conceive the idea for the App?
I’ve been in the education industry for more than 6 years and during my time, i’ve found that teachers, parents and students share the same problem. That problem is that learning maths is very difficult for children. The way maths is taught in school is by repetition, and the activity that engages children the most is gaming. So we decided to combine learning by repetition with gaming, and add virtual incentives to further motivate the child. As a result, ‘Maths with Springbird’ was created.
2. Do you think Apple’s offerings for developers for developing Apps is good? Are there any changes required?
I think Apple has a fantastic offering to developers. There are also a large amount of free resources out there, that can also be found on the App Store and through iTunes U.
3. What is your marketing strategy? What marketing techniques do you use to promote your App in this heavily competitive application space?
Our marketing strategy consists of grass roots marketing and creating organic channels. We did this by getting in direct contact with parents, teachers and schools, to gain their feedback and also to market the product.
4. Can you describe your “Eureka” moment while developing the App?
That what the user wanted was different to what the customer wanted. Our eureka moment was discovering how to satisfy both the user (child) and the customer (parent).
5. How did you come to decide the price that you would be charging users to purchase your App?
Our educational game is a free download, with multiple In-App purchases. From our research, parents wanted a free trial version that could use to evaluate the product. If the product was valuable to them, then they had no problem paying for it. We also found that some parents did not want to buy the ‘full version’ of the product immediately, so we created a lower tier purchase so they could further evaluate the game at a lower price point.
6. What gave you the kick to convert your idea into reality? What kept you awake all night long?
I have always been passionate about improving educational delivery, and seeing the mobile revolution unravel before my eyes forced me to take action.
7. Your thoughts on paid marketing? Paid ads, reviews, sponsorship and more. What made your App’s marketing plan successful?
In my experience, paid reviews/sponsorship has not been effective for us, due to our niche target demographic. We haven’t tried paid advertisements yet, but from my research that does seem like an effective tool to drive downloads. However we’re not looking to drive downloads. We really want to create a great product that parents and children love, before we start scaling.