Wafflr: Defining the Target Audience and Changing the Name

The first thing that I did when considering this marketing push was to reconsider the target audience for the Wafflr app. If I’m going to (a) promote the app to more people and then (b) communicate the benefits of the app – I need to know who those people are…

It’s not like we didn’t consider this in the first place; Wafflr was designed to help public speakers prepare. However, I have sometimes wondered if the app would have been better off targeted at a specific group, for example, wedding speakers. If I think this is true, now would be a good time to focus.

My goal here is to market the app as a premium product serving a specific niche. Whilst ‘public speaking’ is broader than ‘speaking at a wedding’ it is in my view, still a tightly-defined niche. There are good reasons to focus on public speakers as the target audience for this app:

  • Public speaking is well known field; it has established problems
  • The problems within the various sub-categories of public speaking are mostly shared, so good solutions will apply to many in the niche
  • There are existing examples of succeful, premium, public speaking apps in the store
  • The limited feedback we do have for Wafflr suggests varied use within the broader, public speaking niche

Wafflr: changing the name

Another question I’ve often asked myself: did we set this app back by going with something too quirky for a name?

First, the link to speakings is pretty thin: to ‘waffle’. I’m not sure on this, but it might even by an English thing… Regardless, it probably doesn’t translate well. “Public speaking” is likely well understood by a French or German person. But “waffle”, which is then adapted to ‘Wafflr’… The meaning may well be lost.

Second, it’s a fun play on the problem being solved. ‘Waffle’ – meaning prolongued speech about something pointless or unimportant. Whilst it might work for some – it doesn’t line up well with the aspirations of a person who wants help with an important public address!

The name needs to change.

What do I want from a name?

Relevance is the primary motivation for change. I want the name to instantly communicate this is an app for public speakers. Easy to remember, easy to spells and ‘catchy’ are important, but they’re below relevance.

Website. At the heart of this marketing push will be a new website. Ideally I’d like the domain to match the name of the app. Secondary to the domain name are social media accounts. Whether or not they should be seconday, I’m not sure. They’re secondary for me, at the moment, because I have less experience and less of an idea about how I’m going to use them.

Short(ish). I don’t want something that’s cumbersome or difficult to say; I suppose longer names are more likely to be cumbersome. That said, my first priority for length (especially in this field), is that the name has to fit on the springboard.

Ideas

With relevance being at the top of the list I wanted to stay close to the act of speaking, or making a speech, to an audience.

‘Speech’ has a couple of problems. First, it restricts the scope of the problem being solved. Making a speech is often associated with something like a wedding speech, or a speech made when someone leaves a job. It may also be consfused with the base ability to speak out loud – nothing to do with addressing an audience at all.

‘Talk’ / ‘Talker’ has similar problems to speech, and more importantly, it’s needlessly removed from the ‘speaking’ component of the well known phrase, ‘public speaking’.

For the audience part, there aren’t any short and snappy nouns, so again I saw no reason to deviate from ‘public’.

I did consider a bunch of verbs associated with how the app can help speakers: ‘plan’, ‘prepare’, ‘practice’, ‘deliver’… and also some adjectives like ‘perfect’ and ‘pro’.

Cycling around candidate names simply highlighted that I wanted to use the name that everyone knows: Public Speaking or Public Speaker.

And so I arrived at PublicSpeakr.

‘PublicSpeakr’:

  • It communicates the intent of the app
  • The .com is available (along with Twitter and Facebook accounts)
  • It fits on the springboard
  • I think it has a good feel
  • Personal bonus: the trailing ‘r’ keeps some of the orignal, ‘Wafflr’ history

Next, I need to update the app…

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