Almost every day, someone tells me about his or her amazing app ideas. It will turn into something huge, gain millions of users and earn millions of dollars. All by word of mouth marketing.

That encouragement makes sense, really. The apps are showing no signs of slowing down at the moment Developers make billions of dollars every year in the App Store, so people can naturally run after any idea that might get a part of their new gold rush. The “big app” concept is the easy part: get all excited, and then sit back and pretend you’re earning money at the bank.

If things are so simple.

The reality is a little too rough. If you really want an app of your own, you have to use it. Before you start your journey, here are some industry secrets you need to know.

1. There is no such thing as overnight success.

I’m sure you can find examples of something that has literally become the biggest thing one day. Be aware that this is an exception, not a rule. This so-called “overnight success” usually takes a while to begin. Running a big business like Facebook or Snapchat isn’t just when you click “Launch” on your app. It has taken the periscope more than a year and it is still quite fast.

Your technology needs to be tough and be able to withstand millions of users all day, every day. Be in your legal place. Need to prepare customer support. And our friend, don’t forget the cash in hand. You will probably need liquid assets in the bank to run it all smoothly.

In fact, growth over time allows you to identify and solve problems with your technology, process, and everything else – before you look too much. Trust me, it’s that easy. Also, when you get it you will have a better chance of retaining your success.

2. Most apps are not as big as Facebook

I can’t exaggerate this enough: it’s a good thing!

Most successful apps are not earning millions or billions. But that doesn’t mean these apps aren’t creating some serious banking. A six-figure payday is great for a startup app. And I probably don’t mean to imply that an app is about $ 100,000 a year more manageable than a giant like Facebook.

3. Most empires have multiple apps.

The logic is simple: if you can create an app that earns $ 10,000, $ 50,000 or $ 100,000 a year but takes minimal time to run and maintain, then you have a lifestyle business.

You may remember the famous golden goose Tim Ferris. He called it a 4-hour work week. Once you succeed in a lifestyle app business, you realize that you can do it over and over again with other ideas. This is exactly how everyday people make it big with apps: a small company of one to four people working their own way, earning $ 100,000 a year through six different apps while working from the beach.

Those who want to go for the billion-dollar app and stay on the front page can still do so. Even Google and Facebook have a ton of apps in their name that funnel all the revenue of the mother ship.

4. Multiple streams of income are good.

It may sound like a given, but you’d be surprised how many companies ignore it for so long. Your apps can make money in a variety of ways.

Do you want to charge 99 cents to download your app? Or an app subscription-based for 9.99 per month? How about selling upgrades from within the app? Will you sell your data? Or use your app to take advantage of partnerships that will make you money?

These five questions translate into five ways that apps can make money. Most apps will follow a path – or none at all. When you create your app, plan to make money with it.

5. You need more than words.

A great way to get word-of-mouth downloads. It is unpredictable and mostly uncontrollable. This may not be your only marketing weapon.

And how do you get word about your app? Content marketing? Partnering with others in the same place? Advertising? I hope everyone can make it big with referrals alone, but that’s not the reality. You need a backup plan.

6. You don’t have to code it manually.

You must be a developer to learn mobile-app development fast. If you’ve never written a line of code before, why on earth would you create one yourself?

Get a professional. If you plan your app properly, you shouldn’t spend too much money on it. Best part: Instead of stalling at the concept stage, it will actually be built.

7. You don’t need a co-founder to get started.

It may seem like co-founders will help move things forward and make your life easier, but it doesn’t always happen. Founders do not kill any business faster than disagreements. Co-founders can come out. And if they do, you’ll be 20 percent or more of your company, with nothing to show for it.

No one like you will care about this. If you go it alone, without a co-founder, a single force takes your vision forward.

8. It’s much easier with your help.

Going alone does not mean that you will be completely alone. Counselors, trainers, books and online courses all exist because someone created it through the same experience and solved some of the problems you will face.

Take advantage of these resources. It’s like holding the hand of a mentor all the way.

9. About all the work that goes viral, not luck.

This one is clever. Some things will go viral for no apparent reason. This is the nature of animals.

But you can set up some degree control. If you talk to a person about something he or she is passionate about, that person is more likely to share information with others. The more it is shared, the more likely it is that someone else will be able to view and share the content on their own network. This is what viral marketing is all about.

10. Perfection is a myth, and it will crush you.

In technology, there is no such thing as perfection. Some bugs will inevitably pop up or some features will be omitted or forgotten. And it will be something that will embarrass you.

Don’t worry about it. This is the nature of technology, and no one like you cares about your app. They think about solving a problem. As long as you fix that problem, people will survive with missing features or bugs. We all do it every day.

Entrepreneurs who know these little secrets can plan for the future correctly, they will not be surprised if something does not go according to plan. Chances are, you’ve already realized that nothing is revealed exactly as you thought. It’s about getting started and moving on until you hit the benchmark that represents success on your own terms.

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