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7 Most Common Reasons That Leads To Mobile App Startup Failure

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This is the era of startups and we see some new venture or the other every other day. There are times the idea clicks and the startup makes millions but there are unfortunate cases where the idea bombs and the startup fails to make any impact on the audience. There are several reasons that the failure can be attributed. Different startups falter on different fronts as there is no fixed formula that can guarantee sure shot success.

If we go by the stats, 0.001% of the apps that are uploaded to an app store are able to cross the $1 million mark of revenue generation. The reasons behind the failure of these startups can be attributed to several factors and most of them are related to poor understanding of the mobile ecosystem. The landscape is changing and so is the way users perceive an app. The hardware and software capabilities of the mobile devices and users’ preferences have gone for a huge change. Adding to this is the fierce competition that app startups have to face in the industry. Definitely, the battle is not an easy one. As a startup that is intended to target the mobile users, it needs a quality app backed by information on the users, great marketing and user engagement. 

Understanding these factors can help new startups not repeat similar mistakes when they take their idea forward and create an app that aims to solve users’ issues. 7 of these mistakes or reasons have been compiled here that give you an insight into the failure of a mobile app startup and also suggest the remedial measures:7 most common reasons that leads to mobile app startup failure

  • Poor Marketing

You might have come up with a great idea for the mobile app that is rather unexplored. However, unless you market your mobile app, there is no other way to let the world know about it. Your app without the essential dose of marketing will be lost in the myriad of millions of apps that are already thronging the app stores. Poor marketing is one of the biggest factors that pushes an app to its failure. There are times, the startups market the apps but their strategy is flawed. 

Choosing the right marketing platform, targeting the intended audience, and implementing a creative advertisement model are very crucial to an app’s success. One more thing that needs to be very particular about while marketing is that you should not rely on a single marketing channel. Try and diverse your marketing channels by incorporating organic search marketing, email marketing, social media marketing, etc. in your marketing strategy.

  • Badly Executed Coded

Again, you may have a great idea to start with, but the code that puts forward the idea to the audience may be flawed and badly executed. Such flawed coding results in mobile apps that are replete with serious bugs and errors. Complicated functionalities, frequent crashing are some of the ill-effects of following bad coding practices. According to the survey, more than 23% of the Android apps fail because of low code quality.

Hiring expert programmers is the key to preventing failure arising out of the bad quality of code. Also, you must choose a software development model like AGILE to help you expedite the process and ensure code quality of the app. Promoting the best coding practices and stopping code plagiarism is also quite crucial in maintaining the quality of the code.

  • Flawed Monetization Policy

The monetization model of the mobile app must be decided well in advance. The way your start-up wishes to earn money through the app is very important for the success of the app. The model should be chosen depending on the app’s content, target audience, and several other factors. Offering the app at a price might sound a lucrative idea, but can seriously limit the number of users as very few people got for the paid version of the app.

Some of the questions that need to be asked before you go ahead with the app development are whether the app will be a free or a paid one, whether the app will offer in-app purchase, will you show advertisements, etc. Being confused about these aspects can be a deterrent to the success of your mobile app start-up. For help, you can study the model of other similar apps and take cues from them.

  • Ill-conceived idea

It is not just about the idea that matters but also how well it has been conceived. Suppose, you wish to offer grocery shopping through a mobile app but have not prepared the categories in detail, your app is bound to fail. The users will not know how to find the products they desire. This will lead to the users discarding your app and go for others as there is no dearth of options.

There may be other mobile apps that are based on a similar idea but how differently you conceive and execute them hold the key to success. Badly thought-out and half-baked ideas have always been discarded and this should be a lesson for all the entrepreneurs. Also, if you are treading into an industry that already has competition galore, you need to innovate yourself and focus on doing the things in a way that makes the app simpler for the users.

  • Lack of Survey prior to forming start-up

It is very crucial to know whether the idea that you are pitching through your startup is viable and fits into the current market scenario. If this is not the case, the mobile app will not be accepted and lead to a heart-breaking failure of the startup. You must be aware of the similar apps that exist in the market, so that you are ahead of them in terms of ease-of-use, features, usability, look and feel, and other attributes.

The best way to ascertain it is to conduct a survey, either online or offline or both and based on the information gathered through it, make the decision to either go ahead with the idea or keep it for the future. Setting up a startup with your idea just with an apprehension that it will be accepted is a foolish move to make. The mobile app startups who have done this have regretted it. Conducting such surveys will also prepare a groundwork that will be a reference that will help you keeping your product ahead of others.

  • Changing The App Idea Midway

Ideas keep coming to you and you might feel at some point of time, an urge to change the app in the mid of the development process. It is definitely not recommended. Developers code the app depending on the requirements and the core concept of the app. If you try to change this core concept, the existing code can become useless or flawed and this will either delay the app development or produce shaky apps that keep on crashing.

If you wish to add certain features and functionalities that are not in sync with the existing app workflow, you can have them added in the subsequent version of the app. It is always better to get the app developed as it was conceived and launch it. If you wish to add additional features, you can always develop a new version with different business logic and appearance.

  • Undefined target users

Last but definitely not the least, the failure to recognize and design your app around the target audience comes as the biggest deterrent to the success of the app and the mobile app startup. Keeping the intended users into consideration while designing the app makes the app suited for the consumption and enhance the chances of success. However, the big question is how to identify your target users.

Well, if you know your product well, it will not be an uphill task. If you have an app that helps the users divide their expenses they incur on a trip, your target audience will be the students, bachelors, trekkers and hikers and other such people. You can conduct a survey and create a good user base with the information.

Closing Remarks

Setting up a mobile app startup is indeed lucrative but in order to make it big, gigantic efforts need to be put in. The idea should be conceived in the most articulate manner and after assessing its viability in the market. Its execution should also be taught and it must cater to the users in a way that no other app does. These 7 reasons illustrated here will definitely act as the guiding star for the new entrepreneurs planning to have their own mobile app startups.

Author’s Bio

The author, Ashni Sharma is a senior mobile app developer with vast experience in app design with AppsChopper as well as marketing of apps across diverse genres and operating systems. As an avid writer, she also loves to share her knowledge and insight on topics that are crucial to mobile app development and its success. 

  • mobile-marketing


  • There is 1 comment


    • 2 years ago

      Angel smith   /   Reply

      Hi you mention really good points about startup failure, Setting up a portable application startup is without a doubt lucrative yet so as to become wildly successful, massive endeavors should be placed in. The thought ought to be considered in the most lucid way and in the wake of evaluating its suitability in the business sector. Its execution ought to likewise be taught and it must oblige the clients in a way that no other application does. These 7 reasons delineated here will go about as the controlling star for the new business visionaries wanting to have their own versatile application new companies.

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