Looking to create a viral strategy for a new mobile app, it seems to make sense for it to be via text message. Any good examples of SMS strategies?

There are two sides to that question. One is the mobile app itself and the other is the backend. If I misunderstood in any way and you didn't mean "native" app I apologize in advance. On the backend, there is no clear cut answer to which is the "best". It depends solely on the developers you are able to get. We for example use Node.js , mongoDB, redis, elasticsearch and a couple of proprietary tools in the backend. But you have your pick of the litter now both on the backend api and the datastore with the myriad of options available and touted as the "best" currently on the market. Now on the app side again it solely depends on what you need your mobile app to do. Experiencing first-hand "develop once, run anywhere" I can say it's more like "develop once, debug everywhere" to quote a Java saying. We have tried Phonegap and Titanium Appcelerator and we have switched to native (ObjC and Java) after a couple of months of trying to go the hybrid route. The reasons behind the choice are as follows: - anything that breaks the pattern of how those frameworks NEED to operate is just a huge technical debt that keeps accruing a huge interest. - anything that uses css3 accelerated animations on Android is buggy at best and slow as hell at worst on any lower (< 4.1 I think) versions of Android I hope this gives you some insight. If you need/want to ask me anything feel free to contact me. Mihai

Apple will allow a developer to register 100 UDID devices per 12 month cycle to test via TestFlight or HockeyApp. Having started with TestFlight, I would really encourage you NOT to use it, and go directly to HockeyApp. HockeyApp is a much better product. There is also enterprise distribution which allows you far more UDID's but whether you qualify for enterprise distribution is difficult to say. As part of your testing, I'd encourage to explicitly ask your testers to only register one device. One of the things we experienced was some testers registering 3 devices but only used one, essentially wasting those UDID's where we could have given to other testers. Who you invite to be a tester should be selective as well. I think you should have no more than 10 non-user users. These people should be people who have either built successful mobile apps or who are just such huge consumers of similar mobile apps to what you're building, that they can give you great product feedback even though they aren't your user. Specifically, they can help point out non obvious UI problems and better ways to implement particular features. The rest of your users should be highly qualified as actually wanting what you're building. If they can't articulate why they should be the first to use what you're building, they are likely the wrong tester. The more you can do to make them "beg" to be a tester, the higher the sign that the feedback you're getting from them can be considered "high-signal." In a limited beta test, you're really looking to understand the biggest UX pain-points. For example, are people not registering and providing you the additional permissions you are requiring? Are they not completing an action that could trigger virality? How far are they getting in their first user session? How much time are they spending per user session? Obviously, you'll be doing your fair share of bug squashing, but the core of it is around improving the core flows to minimize friction as much as possible. Lastly, keep in mind that even with highly motivated users, their attention spans and patience for early builds is limited, so make sure that each of your builds really make significant improvements. Happy to talk through any of this and more about mobile app testing.

Obviously, they do the fundamentals well. Good brand. Good experience. Good word of mouth. Good PR. Etc. Etc. But after my interview with Ryan Graves, the head of Global Operations at Uber (https://www.growthhacker.tv/ryan-graves), it became clear that they are operationally advanced and this is a huge part of their success. I'll explain. Uber isn't just a single startup, it's essentially dozens of startups rolled into one because every time they enter a new city they have to establish themselves from essentially nothing (except whatever brand equity has reached the city ahead of them). This means finding/training drivers, marketing to consumers, and building out local staff to manage operations for that city. This is where Ryan Graves comes in. He has a protocol of everything that must be done, and in what order, and by who, to ensure the best chance of success in a new city. So how has Uber grown so fast? Essentially, they figured out how to grow in one locale and were relentless about refining their launch process to recreate that initial success over and over in new cities. No plan works for every city, and they've had to adapt in many situations, but it is still a driving factor for their success.

You won't find anyone worth adding to your team willing to work for equity only, no matter how compelling your product and business is. The realities of the talent market for mobile developers anywhere is such that a developer would be foolish to work only for equity unless they are a cofounder and have double digit equity. Happy to talk about hiring and alternatives to full-time hires.

You are right that the range is wide. You need to figure what are good values to have for your category. Also, you can focus on the trend (is your DAU/MAU increasing vs decreasing after you make changes) even if benchmarking is tough. Unless your app is adding a huge number of users every day (which can skew DAU/MAU), you can trust the ratio as a good indication of how engaged your users are. For games, DAU/MAU of ~20-30% is considered to be pretty good. For social apps, like a messenger app, a successful one would have a DAU/MAU closer to 50%. In general most apps struggle to get to DAU/MAU of 20% or more. Make sure you have the right definition of who is an active user for your app, and get a good sense of what % of users are actually using your app every day. Happy to discuss what is a good benchmark for your specific app depending on what it does.