During the last couple weeks, Facebook’s F8 release has been getting much publicity. Marc Andreessen wrote an analysis of Facebook’s new open platform, and I recommend reading his observations if you are at all curious about the F8 release. Most surprising to me (but completely logical), Marc concluded that widely adopted Facebook apps need heavy funding available during the days & weeks after launch.
Here’s why.
Too far, too fast
As a F8 developer, you must provide your own hosting for your Facebook app. So if you create an incredibly popular F8 app, your hardware needs will skyrocket. Your quick success may result in a denial of service if you can’t afford to immediately purchase additional hardware.
What about the companies that have already produced successful F8 apps?
Most currently successful Facebook apps have big backing
Nisan Gabbay at StartupReview reported that 13 of the 18 top Facebook apps were developed by well-funded companies that leveraged existing internet properties to aid their application launch.
Still, it is possible for non-funded developers to launch great facebook apps.
Consider releasing a niche version of your app first
I just saw the video of Mark Zuckerberg speaking at the Facebook hackathon. It’s a bit long, but worth it, and it gave me a strong basic understanding of the F8 api, and a better understanding of the Facebook community. The demographic range of Facebook members now extends well past merely college students. (Yes, I know I’m bit behind.)
Why mention this? Because only apps with mass-appeal can achieve mass user adoption (and overload your server capacity). By launching a niche marketed application, you can cap initial user adoption to stay within your funding capacity.
I understand that the goal for most is to create mass-appeal applications that are widely adopted. But by first releasing a niche version, you can create a successful product. You can then demonstrate to investors that you can quickly implement a mass-market version of an application with proven success.
What makes it a niche version?
Little details. Rebrand your original app as a niche product could be very simple. Depending on the app, niche rebranding could be as quick as simple cosmetic modifications, a new relevant name, and new labels on key functions.
Simple examples:
You created a widget? Make it a widget for tennis players or actors… you’ll decide the details based on the situation. The important element is temporarily segmenting the throngs of Facebook users so you can stay within your means and demonstrate success to acquire additional funding.
Released a successful niche version, but still didn’t score funding?
Obviously this strategy doesn’t guarantee funding, but it’s still a no-lose situation. If you don’t immediately find the funding to release your application to the mass market, you can still grow your market reach incrementally adapting your app technology to new industries/niches as you increase your server capacity over time.
What’s your experience?
Do you think that the Facebook app landscape is destined to be ruled by a small set of well-funded companies? What role do you think that independent developers will play in shaping the future of Facebook apps?
