0:00:00Hi, so it is about 830 in the morning on December 21st.
0:00:07This is going to be something a little bit different than we usually do.
0:00:11Today I am launching a new app.
0:00:15It's an app called Workouts++, though at this point the world doesn't know that.
0:00:20Just a few friends in beta testers know that.
0:00:22And I thought it would be interesting to have a little running diary throughout the day
0:00:28of what it feels like and what I'm doing on the launch day.
0:00:33At this point I'm in the terror phase, I think it's terror and self-doubt phase of this,
0:00:40where in about half an hour or so I'm expecting to do the actual launching part.
0:00:45The app is kind of approved and ready to go, pending developer release in iTunes Connect.
0:00:48So in about half an hour, I've said, about 9 a.m. Eastern is the time that I'd planned
0:00:54to do my initial launch.
0:00:59It is a little bit terrifying, obviously, to put that out in the world.
0:01:02To not really know how it's going to be received, to not really know if people are going to
0:01:09like it.
0:01:10And while my initial feedback and response has been fairly positive, you just never know.
0:01:15And I've done this enough times to know that this feeling is normal and natural, to be
0:01:19kind of terrified and doubting yourself, like, "This is a good idea, is everyone going to
0:01:22hate it?"
0:01:23This is just normal and this is part of it.
0:01:26That's where I am.
0:01:27I've got everything I need for the launch ready at this point, in terms of I have a
0:01:32blog post written, I have a couple of, this year I actually did, for this launch I did
0:01:37a couple of YouTube videos, kind of walked through the app, and those are all ready.
0:01:40And so this is in just like the waiting phase, where I'm just kind of waiting for 9 o'clock
0:01:46to roll around and getting more and more anxious as we go.
0:01:49But anyway, like I said, this is going to be an interesting, I'm not sure if this will
0:01:52work, where this will go, but I just thought it would be interesting to record a couple
0:01:55of little snippets, just throughout the day checking in, saying how things are going and
0:01:59how I'm feeling.
0:02:00And hopefully that's useful.
0:02:02Alright, so now it is about 8.45, and I'm going through the process of setting up what
0:02:08I kind of call, like, mission control for a launch.
0:02:11So I've got Twitter over here, I've got my help desk system over here, there's like arranging
0:02:17windows all over my screen.
0:02:20Usually if I had a server component I'd have all the server log, but there's no server
0:02:23component for Workouts++, so there's nothing there.
0:02:25I've got a terminal window where I will be launching my blog post from, I've got the
0:02:29App Store open, I've got the affiliate program console up, like the little thing you can
0:02:36put affiliate links in your iTunes links.
0:02:38I have that up because it has a real-time data feature.
0:02:42It doesn't show you purchases in real-time, but it shows you links actually getting into
0:02:46the App Store in real-time, so I have that up, which is just kind of like, it's probably
0:02:50bad for my sanity, but good for my curiosity.
0:02:54So I have that up and running, and I just kind of have all these windows set up just
0:02:57so that I can kind of sit there.
0:03:00And also, I just recently just wrote down a checklist, because inevitably as I get more
0:03:05and more kind of anxious and excited about this, I'm going to forget steps that I want
0:03:09to do, you know, things that I want to, places I want to put things, or steps, things that
0:03:13I need to make sure are like turned on now that the app is turned on.
0:03:16And so I have a little to-do list now just written down on a piece of paper in front
0:03:19of me, and as I think of things, I write it down so I don't have to remember it in the
0:03:23moment.
0:03:24All right, it's 851, and I realized something that I should probably mention too that's
0:03:30a bit silly, but something that I do nevertheless.
0:03:33I'm wearing my, like, I don't know if I'd call it my shipping uniform, but I have a
0:03:37particular like pair of set of clothes that I like to wear on days that I've shipped things.
0:03:41Not because I'm particularly superstitious, like that's not really for that reason, it's
0:03:45just like I have such positive associations with this outfit that I feel happier if I
0:03:50wear it, and so it makes, you know, on a day when it's a bit more stressful.
0:03:54It's nice.
0:03:55And so it's my, I have what I call my Captain America Daring Fireball shirt, which is the
0:03:58gray one with just the star in the middle, with no words.
0:04:02And on top of that, I have my 2010 WWDC, I should call it like the light cloth jacket
0:04:09that came with that, and that sort of uniform is, I have a lot of positive associations
0:04:14with it.
0:04:15I've worn it on various occasions that have worked out well for me and that I have kind
0:04:19of nice feelings with, so it's like, this is kind of funny when I'm getting dressed
0:04:22this morning that I feel like I'm like some kind of major league pitcher or someone who
0:04:26has a particular thing that they need to do.
0:04:27It's like, you know, I'd be fine if I didn't launch in my shipping outfit, but it is something
0:04:32that I wear nevertheless.
0:04:33All right, about eight minutes to go.
0:04:35All right, it's 8.53 now.
0:04:38I probably shouldn't care as much about this as I do, but I've just been spending the
0:04:43last few minutes just writing and rewriting the tweet that I'm going to send to like kind
0:04:48of announce it.
0:04:51It's amazingly how difficult writing like 120 characters description is, where you want
0:04:56it to be short and punchy and attention grabbing but concise.
0:05:00Like right now I have just, I'm delighted to introduce Workouts++, a fully customizable
0:05:04workout app for the Apple Watch, which I think is what I want, and then just a link to the
0:05:08app in the store, because if I do go make it too wordy or complicated, then it's harder
0:05:13for people to scan.
0:05:14And really, all I want people to do is click on that link.
0:05:15So I want to keep it like short and punchy, and then have them like, here, go and look
0:05:19at this if they want it.
0:05:21But you know, never as much so much thought been put into just 120 characters.
0:05:26All right, it is 8.59.
0:05:31I'm watching a clock tick the seconds towards nine o'clock.
0:05:36The funny thing about launching an app is that it's actually kind of anticlimactic because
0:05:40like you hit the button to release it out into the world.
0:05:43And then it doesn't actually go out into the world right away.
0:05:45There's always this lag and caching delay that happens in the App Store.
0:05:51And so you kind of hit go.
0:05:54And then you just kind of sit around for hopefully a few minutes, you know, sometimes it can
0:05:58be a couple hours, which is a nightmare.
0:06:01But hopefully, it'll just be a few hours or like a few minutes, like 15, 20 minutes or
0:06:06something like that.
0:06:07But see, here we go.
0:06:08It is now 8.59.
0:06:09So 10, 9, 8, 7, gosh, 6, 5, 4, 3, 2, 1.
0:06:11And it's nine o'clock.
0:06:13So the app is now on its way to being released and out in the world.
0:06:31Wow.
0:06:32All right.
0:06:35So we'll check back in whenever the app actually seems to have propagated in the App Store.
0:06:41So I'm just going to be sitting there constantly refreshing the App Store, trying the link
0:06:46that I got from iTunes Connect and just keep trying it until it works, I guess.
0:06:51Nine o' nine a.m. and I'm just sitting here reading the word "item not available."
0:06:57The item you've requested is not currently available in the US App Store over and over
0:07:01and over again.
0:07:02I just keep hitting refresh, waiting for it to propagate, which I knew would happen, but
0:07:09is frustrating and annoying, nevertheless.
0:07:14It's one of these tricky things where I think, like, should I have, you know, like, hit the
0:07:18button to release like a while ago, but then you have other issues because then it's like
0:07:23out in the world, but you're not really like responsive and on top of it.
0:07:28So I think this is probably the best way to do it.
0:07:29And hopefully it just doesn't take too long.
0:07:31But I will say reading that, you know, your item is not available over and over and over
0:07:35again is a little bit frustrating.
0:07:38Oh, the "not available" has been replaced with a loading label with a spinner that doesn't
0:07:48end.
0:07:49So that seems like progress.
0:07:51Okay, 9 13 a.m.
0:07:55It is now loading correctly on the iPhone, but not in iTunes.
0:07:59So we are getting closer, probably any minute now.
0:08:03All right, 9 17 a.m. and the moment has come.
0:08:09I'm about to publish my blog posts, send out my tweets and sit back and see what happens.
0:08:17It's a real thing now, I guess.
0:08:19It's like crossing the Rubicon can come back, which is good and bad.
0:08:23Good in the sense that it will finally be out there.
0:08:25When you work on something for so long, you get so in your head about it and go back and
0:08:31forth about if it's good, if it's bad, what people will think.
0:08:34You know, now you're actually getting to the point that it is what it is.
0:08:37It'll either be good or it won't be.
0:08:39And we'll find out in a moment.
0:08:40So here I am.
0:08:41I'm sending out the tweets, publishing the blog posts.
0:08:47And we're away.
0:08:51Wow.
0:08:52All right.
0:08:54Let's see what happens.
0:08:57Okay.
0:08:589 24 a.m.
0:09:00Initial reactions are a bit I don't even know what to say.
0:09:05It's like it's always so weird when you get like you start getting questions back, which
0:09:09is great.
0:09:10Like, you know, people interested in the app, trying it out.
0:09:13It's like overall, I'd say generally positive for the first 10 minutes.
0:09:17Obviously, 10 minutes doesn't really make a nap.
0:09:21But it's definitely just kind of a wait and see, I guess.
0:09:26You know, in general, I think it's an app like this.
0:09:28So I work out.
0:09:29Plus it's all about like this highly customizable workout app.
0:09:32So it's like, if you need it, or you know, if you're the kind of person who would use
0:09:35it, you'll know it.
0:09:36And if not, it's like, of no use to you, which is definitely something that I think I'm seeing.
0:09:429 32.
0:09:44Um, yeah, it's just out in the world, I guess.
0:09:50I had my first review published about it on Mac stories, which is always a bit of an honor.
0:09:59I mean, it's the best way to say it.
0:10:00It's like it's just crazy to read someone, you know, sort of give a thoughtful rundown
0:10:06of your app, how they use it, how they might have it like it.
0:10:11In this case, it was a very positive review, which is super cool to hear.
0:10:16I will say I always read those reviews that with in the back of my mind, there's a little
0:10:20bit of apprehension, just because you just it's like, you never want to if they miss
0:10:26something or they don't like it, like there's always that kind of funny thing.
0:10:29But um, in this case, it was it was lovely.
0:10:32And John, before he wrote it, it was very kind.
0:10:38But it is always kind of funny to read.
0:10:39Now I just kind of sit back and wait.
0:10:41We would think about putting an app out into the world is that there's honestly not much
0:10:46to be done in the near term is less, you know, suddenly you're flooded with bug reports or
0:10:50problems or issues, but so far, so good.
0:10:56Now also starts the period where I'll start refreshing the top charts kind of compulsively,
0:11:04even though they tend to take a long, long time to actually update.
0:11:08So like not showing up there for even like a day doesn't really mean anything in terms
0:11:14of your first day sales.
0:11:16But especially given that the app is kind of expensive, I mean, expensive, but I guess
0:11:21depends on what you mean.
0:11:22It's $4 now it'll be $5 after January 2, but there's a good chance it won't rank too high
0:11:28in that kind of way because it's not a it's not gonna have quite the same volume.
0:11:32But I'll nevertheless, I'll just sit there refreshing those pages over and over again,
0:11:36hoping to see it show up.
0:11:39Okay, it is now 10 o'clock.
0:11:42So about an hour since the app hit the App Store.
0:11:47Things are good.
0:11:51About what I would have expected maybe hope for, if I'm honest, I kind of wish there'd
0:11:54be a little bit more interest in the app.
0:11:57But I mean, who knows?
0:11:58It's also there's so many confounding variables.
0:12:00It's like the week before Christmas, people are probably on vacation more, which is, you
0:12:05know, fine.
0:12:06It's I launched at this time of year, just because obviously, it's a good thing for New
0:12:09Year's resolutions and that type of thing.
0:12:11But it's definitely a slower time.
0:12:13So there's not quite as much attention, perhaps, which is a weird thing to say, like, it's
0:12:19a bit presumptuous to be like, Oh, I don't deserve all this attention.
0:12:22But nevertheless, you know, that's certainly how I you always hope for a lot.
0:12:27But the response has been positive.
0:12:29It's been kind of fun going back and forth with people on Twitter about, you know, what
0:12:35their hopes are for the apps and expectations.
0:12:37I just had somebody who said that they might be using it soon to when they go and run a
0:12:42marathon, which I've QA'd the app quite a lot.
0:12:47And I've had some pretty long running workouts to test it out.
0:12:51That is a little bit terrifying to me.
0:12:52So someone using my app while they go out and run a marathon, just in case something
0:12:58did happen to go wrong.
0:13:00But you know, certainly encouraging, nevertheless, that they like the concept that much that
0:13:04that's what they would do.
0:13:06Okay, so it's about 1030.
0:13:08And things are settling down.
0:13:10I'm asked, just on Twitter, if there were any questions people had about what it's like
0:13:15to launch a app that I thought might be interesting to address on, you know, in this little, I
0:13:21guess, audio diary.
0:13:22Um, I had someone ask, how do I time things given how unreliable app store propagation
0:13:28can be?
0:13:30And you just kind of guess.
0:13:32In my experience is usually pretty good.
0:13:35And you just kind of hope for the best.
0:13:36I found that it's better to manually release an app at a particular time.
0:13:40So in this case, I released at nine o'clock.
0:13:43That's generally better than releasing it earlier.
0:13:46And then like the night before, which has some benefits, then you just kind of have
0:13:50this out in the world when you're not really able to be responsive to customers or problems
0:13:57or issues or promotion.
0:13:59And so in general, I prefer to not put it out too much before.
0:14:03I've definitely done something where rather than like this morning, I did it at nine o'clock.
0:14:06I've definitely done it at like seven in the morning, right in the morning, East Coast
0:14:10time, then you have a bit more control over it.
0:14:12But you just kind of hope for the best honestly.
0:14:15And sometimes it works.
0:14:16Sometimes it doesn't.
0:14:17I had someone ask about a kind of initial wave of feedback you get, which is interesting.
0:14:25Like it's definitely this blessing and this curse where you kind of, you A, you find out
0:14:29the gaps in your app.
0:14:31You know, so obviously the things and really even moreover, the gaps in your communication
0:14:35about your app.
0:14:36So like the biggest feedback that you get, if someone asks you if your app has a feature
0:14:41that it does have, then in some ways you've clearly like somewhere in your marketing,
0:14:45you haven't been clear about how the app works or features.
0:14:49And so it's good to get that feedback so you can update your marketing.
0:14:54Otherwise you just wait to hear from people because you get this reaction about, you know,
0:14:58it's like you can no matter how much you think about an app ahead of time, it's definitely
0:15:03always coming at it from your perspective and your view.
0:15:06And you start to get other people's perspective of like things they would like.
0:15:08I mean, my favorite feedback I always is I love the app.
0:15:11I wish it did X because that is coming from a place of like, they're, you know, they're
0:15:17using it in a way that, you know, they like it.
0:15:20They like it this much of it.
0:15:21And then they wish it did this other thing, though the reality is that kind of feedback,
0:15:26especially for an app like a workouts app is really the quality version of that is really
0:15:30going to be coming in the next like week or so after people actually use it for workouts.
0:15:33Because I think the workout app is like those people have hopefully downloaded it and you
0:15:38know, they're not really going to know if it works for them until they've gone out and
0:15:40done it a few times.
0:15:43Let's see other questions.
0:15:47How am I coordinating with the press?
0:15:48If I'm honest, I mean, I have a couple of people who I know in the press who I have
0:15:54reached out to this time of year, like I was saying a little bit ago, it's a really tricky
0:15:59time, I think because people are so tied up with a lot of end of year stuff.
0:16:03And so it from a press perspective, has not been a particularly full, like full court
0:16:09press in that way.
0:16:10Like it's very much more of just like a, I've reached out to a few people I know, I'm making
0:16:14sure that I'm very available.
0:16:15Like if someone emails me or tweets me or reached it out to me in any way, I like I'm
0:16:18trying to be very responsive.
0:16:19But I'm not really be doing anything more than that.
0:16:23I had someone ask if it so I wrote this app in Swift, if I expect to continue doing that
0:16:30going forward, I do, I expect to write all my new apps in Swift from here on out.
0:16:38Getting into the reasons why is off would be a whole other would be a whole episode
0:16:40unto itself.
0:16:42But I expect to do it mostly like the short version is, this is clearly where Apple is
0:16:46going and if this is where I'm going to set up my tent and make my living, then I need
0:16:50to just like get on board with that.
0:16:52Whether it's my preference or my ideal or not, that doesn't, it's kind of completely
0:16:55irrelevant.
0:16:56And ultimately I just need to get on the bus because otherwise I'll get left behind.
0:17:01All right.
0:17:02It is now 1105, so a couple hours after launch and I'm going to walk away from my computer.
0:17:12It is a kind of a funny thing when you just, I don't even know how to describe the feeling
0:17:17of just this.
0:17:18It's just like nervous energy, like bubbling around, like just sort of like you keep checking
0:17:24things even though there's nothing really changing.
0:17:26Like okay, I can see right now there've been 519 clicks on one of the links that I put
0:17:35out there.
0:17:36Okay, that's great.
0:17:37I can reload it and see there are 558, there's more people, but like that doesn't mean anything.
0:17:44It's kind of meaningless.
0:17:45And so I'm just sitting here refreshing things that don't really matter or change.
0:17:50And so this is usually the part of the morning where I will be like, okay, I need to get
0:17:54up and walk around.
0:17:55I guess maybe what I really should do since I made a workout app, maybe I should go for
0:17:59a walk and start a workout running while I do it.
0:18:03All right, now it's about one o'clock and things are just settling down probably I'd
0:18:10say.
0:18:11I'm sort of, it was hard to actually take a break from watching and monitoring everything.
0:18:18One trick I do usually try to do, I went and had lunch with my family upstairs.
0:18:23I work from home and so it's something I can do every now and then, but especially on a
0:18:27launch day, it's nice to take a step back from the computer and kind of force myself
0:18:31to not just watch numbers changing.
0:18:35So that was good.
0:18:37Now it's just sort of settling in, getting a lot of feedback in the way you expect.
0:18:42And one thing I will say that I've definitely learned is to try to be very careful about
0:18:48what you say on lunch day, because it's easy to kind of be like, someone asks the feature
0:18:51is like, yes, of course, that, that, that, that too, of course.
0:18:54And instead to try and just be a bit more thoughtful.
0:18:56Like obviously some of the things people are asking for are things that I was expecting
0:18:59to do anyway.
0:19:01And so it's not a problem to say like, yep, that's on the roadmap on something that I'm
0:19:05working on something I'm thinking of doing.
0:19:08But it is, you know, definitely don't get too carried away is probably some good advice.
0:19:12But yeah, from here on things, I'll probably settle down a bit.
0:19:15I'll probably check in once or twice more in the day, but you know, now things are out
0:19:20and it's just sort of in the world.
0:19:22I still keep checking the app store and haven't showed up in any of the charts, which is fine,
0:19:25I guess.
0:19:26It's always a bit discouraging because it's like, you never really, it's like the reason
0:19:30I want to show up in the charts is mostly just like, is anybody actually buying it?
0:19:34Because you never really know until you show up in the charts, but all indications point
0:19:39to that that is something that is happening.
0:19:41So I'm not too worried, but I will definitely feel better once I see, even if it's, you
0:19:45know, 150th, like all the way at the bottom of the chart, but it's just kind of that last
0:19:51confirmation step.
0:19:52All right, it is now 2.45 and I finally started showing up in the charts.
0:20:02The app appeared first at 53 in the top paid chart for the health and fitness category,
0:20:09which is completely meaningless and utterly useless because obviously that means nothing
0:20:15to me.
0:20:16I have no idea what that means sales wise.
0:20:18And because as best I can tell, like sales are kind of this sliding, moving average scales
0:20:24situation thing.
0:20:25It doesn't really mean anything at all, but it means one thing.
0:20:30And one thing that makes me very glad, it means that at least one person has bought
0:20:34the app because you wouldn't rank at all if that is not the case.
0:20:37Well, obviously I kind of knew that someone had bought the app.
0:20:39There is something assuring about that and nice.
0:20:44And so it's kind of cool.
0:20:45At 53, hopefully it inches its way up at this point and kind of peaks a little bit higher
0:20:52than that hopefully, but we'll see.
0:20:55I don't really know where to go with an app like this.
0:20:59It's paid up front, which I did largely because I figure if you have an Apple Watch in order
0:21:05for this app to be useful to you, like you're a narrower group.
0:21:09And then if you don't want to use the built-in workout app, like you're even narrower still.
0:21:14And so my addressable market is just so much narrower that in order for it to make any
0:21:18sense financially, I need to do, you know, sort of have a reasonably high price.
0:21:25And so I went with paid up front, which certainly slows things down a little bit.
0:21:28But encouraging to see certainly that it's up and it's ranking and now I can just kind
0:21:34of keep an eye on things and see where they go from here.
0:21:37All right.
0:21:38Now I think it is time has come to wind down this audio diary of today and close out with
0:21:47my last few kind of closing thoughts.
0:21:48Now that the app is out, it's successful.
0:21:51There weren't any crazy bugs or issues or things.
0:21:55And so overall it was a pretty good day.
0:21:57Before I kind of wrap up with my closing thoughts in summary, I would like to thank this week's
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0:23:29Okay, so closing thoughts about today.
0:23:34It's a weird thing to say, but overall, I would say that I'm glad that the launch went
0:23:41well and was successful.
0:23:42It did what it...it went as well as could be expected from a technical perspective.
0:23:47The response has all been fairly positive.
0:23:49You never know if you're going to get a lot of negativity on launch day, and thankfully
0:23:53I haven't had any of that.
0:23:54If I'm totally and brutally honest with myself, I do think I'm slightly disappointed just
0:24:01in terms of the volume of response.
0:24:04It's a weird thing to say.
0:24:05The app is, I'm sure, it's doing well, but I think in the run-up to launching an app,
0:24:13you put so much time and energy and effort into it that you always kind of...you can
0:24:18start getting ahead of yourself and start having these kind of wild expectations or
0:24:22dreams about something.
0:24:24And it's going to be hard for those to be realized in a practical way, especially in
0:24:29the modern app store and with kind of the constraints on it and the time of year and
0:24:33all kinds of things.
0:24:34I mean, there's always going to be a lot of excuses or explanations that I could come
0:24:37up with for why it went as it did.
0:24:39And obviously, this is a bit early too.
0:24:41It's just the first few hours.
0:24:42I mean, the app has only been out in the world for a couple of hours, but you kind of want
0:24:46that first launch to feel good.
0:24:49And like I said, I'm not disappointed in so far as it went nowhere, but you always
0:24:54kind of in the back of your mind maybe have this hope of it just kind of running away
0:24:59from you and being bigger than you expect.
0:25:02It's like...and I wouldn't say like I'm underwhelmed by the response, but maybe I'm just like exactly
0:25:07whelmed.
0:25:08Like this was...and I'm not over or under what I was expecting.
0:25:12It was just sort of right there, which is in its own weird way disappointing, but not
0:25:16disappointed if that makes any sense.
0:25:19But yeah, so we'll see where we go from here.
0:25:21Now begins the actual process of collecting all this feedback, taking it in and analyzing
0:25:27it, working out what makes sense to make changes in the applications, going back and working
0:25:31on all of my other applications that have been kind of in a bit of more of a holding
0:25:35pattern as I focus so much on Workouts++, though for Monastar, I won't start that until
0:25:40tomorrow just because I'm a bit fried after today.
0:25:45It's just a lot of emotional and sort of anxious energy that goes through you that I doubt
0:25:50it would be any good at actually developing.
0:25:54But yeah, this is what a launch day looks like.
0:25:57Hopefully that was useful or interesting to you.
0:25:59Obviously this is a very different episode than we normally do on Under the Radar.
0:26:03Marco is not even here, but I thought it would be something that would be interesting to
0:26:08do and to talk about and to try something new.
0:26:11Both as a creator, I can say that it's always fun to do something new and different just
0:26:14because it allows me to kind of get outside of what I normally do and try something.
0:26:22Hopefully as an audience you find that useful as well.
0:26:24But otherwise, you know, probably be back to when we normally schedule programming next
0:26:28week.
0:26:30But now we have Workouts++ out in the world.
0:26:34If you listen all the way to this and you want to check out the app, I'll definitely
0:26:36have a link to it in the show notes.
0:26:38It's a workout tracker for the Apple Watch that I'm quite fond of, as you may have guessed.
0:26:44If you do any kind of working outs and want some customization, it's a great place to
0:26:47do that.
0:26:48Alright, thank you so much for listening.
0:26:50Bye.
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