Chapter 2

No Shoes, No Shirt, No Service

(Who Do You Want For Customers?)

 “Whatever you are, be a good one”

– Abraham Lincoln

Choices, choices, choices. Strategy is all about making the right choices for YOU and YOUR business. What’s right for you is not the same as what’s right for another developer. It’s defining, at the outset, what you’re about, what you want your company to stand for, and how you want your business to grow.

The great thing about building your own business is that you get to choose who you work with and who you work for. And this is a very important point: you don’t have to cater to everyone.

We reserve the right to refuse service to anyoneI’m sure you’ve seen those restaurant signs that read: “We Reserve the Right to Refuse Service to Anyone.” It’s the same concept, except I’m telling you to make the decision up front on who you want as customers.

The whole world is not your potential customer base. You need to narrow it down to customers who you want to serve. It’ll certainly make your life a whole lot easier. Don’t wait until you’ve sunk a lot of money/time into an app before realizing you really didn’t want to work with a particular set of users the app serves.

So, how do you pick your customers?

By developing apps that only your targeted customers would want. Success comes when you develop the right app for the right people. While you cannot be all things to all people, you can:

– be one thing to a lot of people, or

– be a lot of things to fewer people.


With this strategy, you create an app that has very limited features. The app only does one thing, but does it really well. You’re not positioning your app based on the variety of features it has, but on the only feature it has.

Example: Tiny Flashlight + LED is the most-downloaded (over 2.8 million downloads) flashlight app on Google Play. And it’s got one single function: to provide a very bright light through your Android phone.


Here, you create an app with a ton of features based on the need of a specific group. You are tailoring the features to meet the need of that specific group of users.

Example: Nursing Central is one of the most expensive ($169.95) apps on Google Play. It provides extensive medical information for nurses. It’s actually five nursing apps in one.

← Go to Chapter 1: Quit Stuffing Yourself, It’s Not a Buffet (Strategies: The Big Picture)

→ Go to Chapter 3: That’ll Be $999.99 (Pricing and Monetization Strategies)

Return to beginning of book.