With the global app and app developer market expected to reach $77 billion in 2017 through a Business 2 Community Report, it’s natural that your company would like to add an app to its marketing arsenal. You would certainly not be alone in this matter, since the Apple Store has more than 2 million apps to browse, and according to the same report, Google Play has another 2.2 million.

Developing an app takes focus and flexibility, as there are many trends that need to be taken into account and disregarded. While you might be enamored by your app’s features, if its development doesn’t appeal to your customer base, your efforts may not be worth it.

Thirteen members of the Forbes Agency council share the one error they see businesses make when creating an app.

1. Including Too Much

A propensity for companies to want to include everything they have on a website in a mobile app persists. Mobile apps are meant to streamline an interface and allow users to accomplish a task quickly which might otherwise take a while longer on a mobile browser or website. Not defining the main use cases would usually result in the app development missing the target. Andrew Howlett.

2. Not Considering The Use Case For Your Audience

When developing an app, it is critical for your prospects and customers to understand the use case of your application. Are you really responding to a need or simply developing an app because it is another tool for your audience to possibly engage? Survey your people and get an idea of what they need, how they want to get involved on the smartphone, and what will motivate them to use your device consistently over others.

3. Insufficient testing

More than 1,000 apps are active and well known, making the release of an app that people are willing to download a competitive market. Many businesses make the mistake of not reviewing their app before it is released to the public. The consistency of an app from a business is important, since it reflects the brand. Ensuring the app doesn’t fail and having extensive beta testing allows the company to grow positively in the brand.

4. Focusing More On Downloads Than Retention

When a company introduces a new app, it usually focuses on new downloads and prioritizes them. Retention is just as critical, if not more so. Getting a ton of downloads with a single use doesn’t make a successful application; repeated use marks a successful application. A brand has to track data and find out where the drop-off happens between download and use, and then focus on retention and relevance efforts. –Dan Golden, Online Found

5. Failing to Plan

Important decisions need to be taken before they get into the nitty-gritty. Why are you doing just that? Who are the target audience? What are their current uses for the app? Why would that app want them to? Companies are often interested in developing an app, but have not applied this necessary thinking to determine what the potential users value is.

6. Developing on multiple platforms

It is tempting to ensure that your app can reach as many users as possible by developing on any available platform, but the truth is that almost every app is modified multiple times as soon as users actually start using it. We learn a lot from the behavior of users and that requires significant changes. Conserving resources, figuring out what works on one platform, and then adding others, is better.

7. Expecting Immediate ROI

When developing a new company, it’s tempting to have positive bias, but bear in mind that less than 1 per cent is making money. So if your reasons are solely profit-related, seriously reconsider your plans for creating an app.-Jeff Tan, the Aegis Dentsu Network

8. Ignoring Negative Feedback

Don’t ignore all (even negative) feedback. For example, the paragraphs-long, one-star reviews are highly valuable for gaming apps. It is those users who care, otherwise they would not take the time. You can’t please everybody, but in reviews like this there’s often valuable insight and that review might reflect the opinion of thousands of others who feel the same but don’t write one.

9. Taking the Easy Way To create a new app.

You can’t just copy and paste other ideas and features of software tools into one, and expect that your new device will be popular over the market. Corporations should try and take their time to create a perfect, unique, value-added app that will solve customer requirements.

10. Failing To Consider Hidden Costs

Companies are more likely to be positive about usage levels and device user maintenance. Factoring in the value of content creation and advertising is critical for driving eventual downloads, as well as the ongoing cost of maintaining an active user base across software and smartphone updates.

11.Not getting a marketing plan

So you’ve got a great idea for an innovative new app? Great but first think about ads! Now that you have the idea, and before you invest too much effort in developing it, put aside some time and think as if you already have the app and need to market it. Here we see several people facing a lengthy pause. If you don’t have a marketing plan, your efforts could be in danger!

12. Not Weighing Benefits and disadvantages Of Systems

Other than just app design, one of the first steps to create an app is to decide the platform on which to build it. Using iOS and Android apps are both pros and cons, focusing on the intent of your app and your intended audience. Do your study, visit message boards and discover that whatever platform will help you meet your goals.

13. Lacking A Business model

An app needs to have a unique value proposal, and businesses should think long and hard about whether they should take that path whether what they are providing stands alone as demanding attention from consumers. If not, it may be negative reinforcement of brand image, and not a positive view as a company had hoped.