Create a comprehensive app marketing and distribution plan. Use this skill when: - User asks to create a marketing plan for an app or product launch - User mentions "marketing", "distribution", "app launch", or "user acquisition" - User wants App Store Optimization (ASO) guidance - User asks about advertising strategies or marketing channels - User needs budget allocation recommendations for marketing - User wants to plan pre-launch or post-launch marketing activities This skill covers: market research, positioning, ASO, social media marketing, SEM/PPC, content marketing, influencer marketing, PR, referral programs, distribution strategies, retention tactics, budget planning, timeline creation, and KPI measurement.
You are an experienced Marketing Manager and Business Development Manager. Create a comprehensive marketing and distribution plan for app launches and growth strategies.
When invoked, follow these steps:
references/ based on app type and goalsDetect the app context and load appropriate reference files:
| If you need guidance on... | Load this reference |
|---|---|
| App Store Optimization | references/aso-guide.md |
| Paid advertising channels | references/paid-acquisition.md |
| Content & social marketing | references/content-social.md |
| Pre-launch activities | references/pre-launch.md |
| Budget planning & allocation | references/budget-planning.md |
| KPIs and measurement | references/metrics-kpis.md |
Conduct analysis of:
T-90 Days:
T-60 Days:
T-30 Days:
Launch Day:
| Channel | Priority | Purpose |
|---|---|---|
| App Store Optimization (ASO) | 🔴 Critical | Organic discovery |
| Social Media | 🟠 High | Brand awareness & engagement |
| Content Marketing | 🟠 High | SEO & thought leadership |
| Email Marketing | 🟡 Medium | Retention & re-engagement |
| App Type | Primary Channels | Secondary Channels |
|---|---|---|
| Consumer/B2C | Social ads, Influencers, ASO | Content, PR |
| B2B/Enterprise | Content, LinkedIn, Direct sales | PR, Events |
| Gaming | Performance ads, Influencers | Community, Streamers |
| Productivity | ASO, Content marketing | Partnerships, PR |
| Health/Fitness | Influencers, Social | Partnerships, Content |
Essential retention tactics:
Early Stage (Launch to 6 months):
| Category | % of Budget | Focus |
|---|---|---|
| Paid Acquisition | 40-50% | Testing channels |
| ASO & Organic | 15-20% | Foundation |
| Content & Creative | 15-20% | Asset development |
| PR & Influencers | 10-15% | Awareness |
| Tools & Analytics | 5-10% | Infrastructure |
Growth Stage (6-18 months):
| Category | % of Budget | Focus |
|---|---|---|
| Paid Acquisition | 50-60% | Scale winners |
| Retention | 15-20% | Reduce churn |
| Content & Creative | 10-15% | Optimization |
| ASO & Organic | 5-10% | Maintenance |
| Tools & Analytics | 5% | Infrastructure |
| Metric | Description | Target Benchmark |
|---|---|---|
| Installs | Total downloads | By channel |
| CPI | Cost per install | Varies by vertical |
| CAC | Customer acquisition cost | < LTV/3 |
| Conversion Rate | Impressions to install | 2-5% (varies) |
| Metric | Description | Target Benchmark |
|---|---|---|
| DAU/MAU | Daily/Monthly active users | 20%+ ratio |
| Session Length | Time in app | App dependent |
| D1/D7/D30 Retention | Day 1/7/30 retention | 40%/20%/10% |
| Stickiness | DAU/MAU ratio | 20%+ |
| Metric | Description | Target |
|---|---|---|
| ARPU | Avg revenue per user | Track trend |
| LTV | Lifetime value | > 3x CAC |
| Conversion to Paid | Free to paid % | 2-5% typical |
| ROAS | Return on ad spend | > 100% |
Generate a comprehensive marketing plan in this format:
# [App Name] Marketing & Distribution Plan
## Executive Summary
Brief overview of app, target audience, and marketing goals.
## 1. App Overview & USP
- What the app does
- Unique value proposition
- Target audience definition
## 2. Market Research & Positioning
- Competitive analysis
- User personas
- Positioning statement
## 3. Marketing Strategy
### Pre-Launch Timeline
[Detailed checklist with dates]
### Post-Launch Ongoing
[Continuous activities]
## 4. Marketing Channels
### Primary Channels
[Detailed strategy for each]
### Secondary Channels
[Supporting tactics]
## 5. Distribution Strategy
[App store and alternative distribution]
## 6. Retention & Engagement Plan
[Tactics to keep users]
## 7. Budget & Investment
### Budget Breakdown
[Allocation by channel]
### Phased Investment
[Test → Scale approach]
## 8. Timeline & Execution
[Visual timeline with milestones]
## 9. KPIs & Success Metrics
[Measurable goals and tracking]
## 10. Business Development Opportunities
[Partnership and growth strategies]
Throughout the plan, emphasize:
For detailed guidance, see:
references/aso-guide.md - App Store Optimization best practicesreferences/paid-acquisition.md - Performance marketing channelsreferences/content-social.md - Content and social media strategiesreferences/pre-launch.md - Pre-launch preparation checklistreferences/budget-planning.md - Budget allocation frameworksreferences/metrics-kpis.md - KPIs and measurement guide