App Annie reports that the global app economy will be
worth a staggering US $6.3 trillion by 2021, up from US $1.3
trillion in 2016 due to device growth and increasing engagement
with apps. The user base is expected to almost double to 6.3
billion in 2021 from 3.4 billion three years ago, while the time
spent in apps will rise to 3.5 trillion hours in 2021, up from 1.6
trillion in 2016.
According to Digital Information World, today's average
person has around 80 apps on their phone. Out of the 2.1 million
apps on the App Store, we only open 30 on a monthly basis. Here is
the vital bit: we only open nine apps on a daily basis.
Last month, ESCP Europe's MSc in Marketing & Creativity students
attended a Creative Seminar with StayTouch, whose team worked with
the class to solve a real-life challenge focused on launching a new
This interview with Gaurav Goel, ESCP Europe Master in Management Graduate (Class of 2008),
and CEO and Founder of StayTouch will reveal how to implement
creativity in building and successfully launching a truly
In Gaurav's opinion, the benchmarking has shifted and the bar is
so much higher when it comes to making a disruptive app. You are no
longer just adding a solution to the mix; you have to really
perform and build and understand the audience.
"In the technology industry, the CEOs and Founders are actually
the head of products; they translate the need they see in the
market place into in an outstanding piece of software that people
can understand. They are able to build products that are simple,
easy and intuitive."
Since his days as a business school student or during his
investment banking career at Goldman
Sachs, Gaurav was frustrated to not find an efficient way to
exchange contact details. His mobile's phone book still contained
old or multiple numbers, in addition to errors made when typing
names or looking for right contact in a list of similar names in
LinkedIn or Facebook.
These personal peeves resonated with Gaurav's colleagues and
friends, and convinced him to take the plunge and devise a mobile
application solution that is intuitive and easy to use.
To be disruptive, it's key that you differentiate your idea from
your competitors, especially the big ones.
Tell us what is the value proposition of StayTouch?
"For us, clarity and conciseness are the key ingredients for our
great value proposition. StayTouch was conceived because there was
a fundamental problem which wasn't solved efficiently by existing
market solutions. To meet customer demands, we made sure that our
first priority is to think like our customers and ask ourselves
what our users need. How can we solve their problem? In this
context we spotted a gap in the market: StayTouch provides a smooth
and easy exchange of contact details, allowing users to create a
memory for every meeting!
"The app means you can leave behind your business card, and
instead build and exchange different profiles (personal,
professional or social media)."
Your network is your net worth…. How does StayTouch work for
B2B and B2C audiences?
Gaurav explains that StayTouch is a niche solution that caters
to both B2B and B2C.
"StayTouch was created because there was a personal need. You
can use StayTouch for personal use in scenarios such as exchanging
personal contact information or social media profile with new
friends over drinks, house warming party or casual dinners.
"But you also have it for professional use where you meet
clients, investors, colleagues, suppliers and attend career forums
or exhibitions: anywhere you need to exchange contact information
and remember the details about those meetings. No need to worry
about lost business cards, not carrying enough, or if the business
card is updated.
"A B2B solution is in the making that will make relationship
management much more dynamic and real time, and will provide a
bridge between passive CRMs and our active lives."
How do you test a good idea?
The whole point of this part of the process is customer
development, knowing who your customer is. It is best to test your
idea with at least 200 people. When you spoke to your audience
about your concept, what was the feedback?
"Absolutely the most important thing is to reach out to
customers as soon as possible. It's also vital to test your product
often. This will help you to not only understand your customer
needs, but also to analyse your early product design and
development. We reached out gradually to over 200 users starting
day one, the conception phase. The dire need for an efficient way
to exchange contact information was proven overwhelmingly positive
during our interviews."
It's all about making your audience happy and ensuring they
stay with your app solution!
"Once you get that solution onto the market, ensure that people
are using it and that you can actually measure it. See if you can
start magnifying the number of users and get them to pay something,
somehow, somewhere, someday. In this respect, StayTouch will offer
a 'freemium' service. Since the solution is meant to cater to
anyone who owns a smart phone, basic services will be free while
premium version will cater to heavy networkers."
The official public launch of StayTouch will be in July 2019.
How can the app be promoted before its official launch?
"For most successful apps, the marketing process starts while
the apps are still in the development phase. It should be treated
as a crucial part of journey: you are bringing a concept to life
and you have over two million apps to compete with!"
How can StayTouch successfully attract its target audience
before the launch?
This was the task Prof. Kamran Razmdoost gave to students from the ESCP
Europe's MSc in Creativity Marketing (MMK) in their Creative
Seminar. They were asked to:
- Identify the consumer personas
- Develop a marketing strategy
- Build brand awareness
- Develop a timeline of the project
- Create adverts and identify the best advertising channels
- Identify where to find a ready audience
Prof. Razmdoost revealed that the recommendations given by the
students, "confirmed some of the strategies that StayTouch has
already put in place. Furthermore, they provided some fresh ideas
on launching the app and improving the value proposition. In
particular, the winning group could identify a segment of consumers
who would adopt the app and could be a great initial segment to
lead the product launch process."
Gaurav's said: "It was amazing to see how almost every student
could identify with the solution. They adopted the requested task
perfectly and brought amazing ideas to the table. The idea was to
give them real-life marketing experience so they can understand the
constraints and requirements of an ambitious start-up."
Feeling inspired by Gaurav and wondering how creativity
can equip you with the tools you'll need to thrive in your
career? We would like to invite you to join an online info
session about the MSc in Marketing & Creativity programme -
Ranked #5 Master in Marketing in the
World by QS - on Thursday, 18th July at 6:00 pm BST (19:00
This is a great opportunity for you to learn more about
the programme and discover how it may help you achieve your career
Register your place now to discover:
- The unique curriculum of the programme and why
it is particularly relevant to the current and, most
importantly, future marketing job markets
- What kind of projects students are working on throughout the
four programme terms in London & Paris
- What are the key skills and competences you will obtain during
- What are the employment opportunities upon graduation
- What to expect on the admissions day and useful tips for your
- Information on fees and scholarships
Your questions will be answered live by the Programme Director
Dr Kamran Razmdoost
and the recruitment
To join this free online info session, simply sign
up here: http://www.careernomics.com/prs.php?s=MS5d0a1cb125ecem
MSc in Marketing & Creativity
Creative London Summer Course