Developing a new product is hard — especially from the perspective of a marketer like me, who doesn’t code beyond light tweaks to an HTML template or a small script on a submission form. Anyone who can turn lines of code into something that functions as a webpage or mobile app is basically a god to me.
That said, I’ve also seen those gods struggle to get a brilliant product off the ground. Sometimes, those gems never make it past the MVP stage.
That’s where marketing either works — or doesn’t.
So what does work? A lot of things. But first and foremost (imo): diligently doing your homework.
Right now, I’m working on launching a new product called Calljmp — a secure backend for mobile apps. It’s a completely new niche for me. MBaaS is a complex space with strong competitors and a highly technical audience.
So here I am, deep in the research phase.
What we did as a team so far (connected with marketing):
I highly recommend doing a thorough TAM and SAM analysis. For example, I was surprised by the range of industries this product can serve. It turns out MBaaS solutions - including Calljmp - are broadly horizontal, supporting mobile app development across virtually every sector.
Notably, banking and finance (BFSI) is the largest vertical using MBaaS - accounting for about 19% of the market in 2023 as banks and fintechs rely on mobile backends for secure apps and digital payments.
Other major adopters include IT/telecommunications, retail and ecommerce, media and entertainment, healthcare, government, and manufacturing - basically any industry that build both customer-facing and internal mobile apps.
This means Calljmp’s potential customer base spans from fintech startups to retailers building shopping apps to healthcare providers with patient apps....Wild, eh?But eventually of course it is for mobile app developers so they can focus on developing apps and not managing servers, databases, or auth flows.
Btw, we just posted a product overview. Do you agree with our market assessment?
What were (are) your first steps?
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