Not all digital products become successful. Many websites, mobile applications, and other types of digital solutions fail and are forgotten every year due to a number of reasons. It doesn’t matter if the app maker has the right ideas in place. If the app doesn’t reach the target audience the way it’s supposed to, it will run out of steam. This is why it’s important to devise and execute ideal product strategies that increase the likelihood of the app’s success.

Stuffing the application with features

Developers are often instructed to prioritize building creative features into the app. This way the team can ensure high functionality of the application but that’s about as far as they can get. While the development team prioritizes performance, end-users only need to know how an app helps them and what benefits they get from that app. A feature-rich app won’t cut it if it doesn’t provide value to the target market.

At every step of the app’s design, the value of each of its features should be clear. Everything about the app should add more value to it, which ultimately benefits the end users or at least make things more convenient for them.

Not assessing the competition

Many companies invest in developing applications simply because their competition has one. Apart from this, they generally don’t know more about what the competition is doing with their apps. Making an app simply because other similar businesses have one, could end up as a product strategy mistake with horrible consequences.

Before building an app, the company should know its place in its niche which in turn requires them to have a great understanding about their competition. This should help the company figure out how they are different, the kind of problems they can solve, and what they can do that their competition can’t.

Thinking successful launch and successful product are the same

When companies prioritize timely product launch over everything else, it can brew up trouble down the road. Product launch is something that should be done only after ensuring that a product promotion and marketing strategy is in place. There are companies that make the mistake of launching the product early for faster market penetration at the expense of product quality.

A viable product that delivers value to the company’s customers should be the first priority. Not a publicized premium launch of a half-baked product. The influx of negative reviews will eventually kill the product almost as soon as its launch. The company will lose their credibility as well which is difficult to recover from.

Prioritizing client requests

Even with the flexibility of an Agile development ecosystem, it’s not always wise to take action based on frequent requests from the client. This may be the first app development venture for the client. But their genuine desire to build something that’d be of value to users may come down as requests to the development team.

Prioritizing these requests may drive the project off course. Just because the team can complete a certain request doesn’t mean they should always comply. The project outcome is more important.


At AOT, we understand the importance of an effective product strategy which is why we have veteran strategists in product market analysis and project management. We ensure that the digital solutions we build are flawless after brainstorming and implementing feasible product strategies.

Interested to learn more? Get in touch with us.

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Off-the-shelf software solutions may not always be the right call for businesses. They may not have a specific feature that would help the business accelerate to its goal. As a matter of fact, off-the-shelf software may even hold back the business’ progress if it doesn’t meet the business requirements. This is why most businesses rely on bespoke software tailor-made to meet their requirements and do things the way they want it to.

However, using a custom software still comes with its own fair share of challenges both on vendors’ and customers’ sides. The outcome would still be disappointing unless the customer takes measures to ensure that the product they get from a vendor can do the job flawlessly.

That said, here are a few things to keep in mind to make sure that your custom software servers what you need.

Clarifying requirements to vendors in detail

Customers often neglect to spend time discussing the requirements of the product with the vendor either because they lack the resources to do so or because they just don’t want to be asked a lot of questions. If the vendor is an expert when it comes to horizontal and vertical domains, they won’t be asking a lot of questions.

Nevertheless, the vendor may still need clarifications from the customer on their unique business processes to craft a solution to the latter’s liking, regardless of how savvy the developers are. The best approach here is to go for a software vendor that can quickly catch up on the project details and begin development. The to-be vendor should also possess the technological expertise and proficiency; bonus points to similar projects in their portfolio.

The vendor should also be made aware of the customer’s procedures, policies, objectives, and priorities in detail post which the vendor-drafted software requirements can be validated.

Misunderstood requirements

Converting the requirements of the customer effectively into a software solution is considered as a major competence of a software vendor. While studying the information from the customer, the vendor’s business analysts and solution experts may misunderstand it to some degree which can result in a different final deliverable.

The customer should take care to thoroughly verify the software requirements specification (SRS) document to ensure whether the vendor understood the vision for the project. In an Agile development environment, they can demand changes within the scope of the project had they overlooked anything in the SRS.

Changing requirements

If the project takes too long, there could be a change in requirements either due to external (competitor activities or change in regulations in the market) or internal (change in customer’s business strategy or business structure) factors. An Agile development approach can address this particular challenge, with iterative development processes provided there is prompt collaboration between the customer and the vendor.

Inter-departmental conflicts

Sometimes there could be an internal conflict between certain departments of the customers’ business when it comes to finalizing their business requirements to build a custom software for. Not all departments would have the same authorization in the final deliverable. This is why the customers should be prepared for such conflicts with either a formal or informal conflict management procedure. They can also identify contradictions early in the pre-development phase.


These tips can help minimize the possible shortcomings of custom software projects. The bottomline is that proper communication and collaboration with the development team can ensure that the vendor understands the true purpose of the software they have to build.

With AoT, you needn’t have that concern as we have a proven track record and years of service experience that granted us raw technical expertise in various verticals and domains. Custom software solutions are what we do best. Get in touch with us to learn how we can work wonders for your business.