Birth of an App, Part 7

Birth Of An App

Pictures chosen and edited – check.
Stories written and edited – check.
Categories (finally) decided and named – check.
Music composed and optimized for the iPad – check.
App optimizing and troubleshooting completed – check. (Although there were some pesky crashes on the iPad 1 that needed some serious analysis and work. All stable now, thankfully.)
All the not-so-little – and terribly important – peripheral parts of the app completed and tested – check. These include the website, the sharing function, the look and feel for Facebook and Twitter, the look and feel and copy for the App Store. Individually, easy to complete but taken as a whole, they constituted an amazing amount of time to complete.

To help me get these peripheral things (as well as some other projects like my website redesign) done, I brought in the copywriting talent of Wendy Padob as I just didn’t have enough hours in the day to get everything done. I can be fairly practical when I need to be: while my writing isn’t bad, I wanted to get the app done sooner rather than later. Bringing Wendy in to help was a smart move as not only did she write the missing copy, she also challenged me on a number of aspects of the app: How the app was positioned, who the target audience is, how it should be perceived, etc. She further helped by building into the copy key words the search engines would pick up to help drive traffic and awareness.

The app, just lately, has become somewhat mundane. Unglamorous. Don’t get me wrong – the app looks great, sounds great, feels great and delivers my original vision. It’s just that there have been practical matters to be dealt with that were necessary, unsexy and, from a creative perspective, tedious.

In a visit with Wendy, she asked whether my copyright attorney had filed the app for protection. What attorney? I asked. I didn’t have any attorney, much less a copyright one. A reference from her and I had an attorney who sorted out the initial copyright details. Then my accountant spoke up recommending I set up a company for this app. So more – and different – attorneys to form the company. And a tax ID for the company. And an agreement with the accountant to handle the tax and bookkeeping for the company. And a bank account. And when all these items were ticked off the list, register this new company as an app developer with Apple. Unbelievable. All logistics and structure. Not a shred of creativity involved, just filling out standard forms correctly.

Go back a year when this all started: All I wanted to do was launch an app that would provide creative inspiration for people; I didn’t plan on building a corporate machine in order to do it. But in the end, it is a business isn’t it? With business issues to sort out and manage. I’m convinced the big winners in this Application Age we live in are the accountants and attorneys. When was the last time an accounting or law firm went bankrupt for lack of business?