How I built an iPhone application, by mommy entrepreneur Lara Paul, creator of iKidNY iPhone App

After reading about so many iPhone app developers (mostly men) making thousands of dollars in this whole new world of applications, I was thrilled to finally sit down to interview  Collective-E member Lara Paul, founder of iKidNY. The iKidNY iPhone app helps parents navigate the city helping them find great indoor and outdoor activities, changing tables, subway elevators and kid-friendly restaurants. Over coffee at the Soho House she spilled the beans about how she did it, what surprised her most and what you should know if you are considering creating one yourself.   Without any technology background, her story made it seem not easy, but definitely possible for anyone with a unique idea and an app dream.


Please tell me a little bit about your background
I was an actress and then went on to work in real estate for Equity Residential, but after having a baby I didn’t want to go back.   After running businesses for others I thought, why can’t I just do this for myself?   I was trying to think of ideas while going to mommy lunches.   What I started to notice is that navigating the city with a baby is a big adjustment.

Where did you get the idea for an iPhone app?
I am not kidding when I say I was watching TV and saw the iPhone commercial that said “there’s an app for that” so i went on iTunes and did research there wasn’t an app navigating the city with a baby.  So, without even owning an iPhone (I had a blackberry) and with zero technical experience I decided to create an app.

How did you get started?
That weekend I went and bought an iPhone, downloaded a ton of apps and played around with them. I then wrote a very basic business plan in my notebook defining my target market and what I am trying to accomplish.  To figure out my revenue model I estimated how many parents have iPhones and how many would buy my app.  I then created a database of kid friendly information, hired a lot of people including college kids and moms to go out on the streets to find things, you can’t research changing tables on the internet.  The project took 6 months to build, and I did this while a full time, stay at home mom.  I felt a sense of urgency because there is a race to the app store; the coding took about a month and a half.  

How did you find a developer?
I did a lot of research and hired a guy that worked by himself.  I wanted to work with an individual versus an agency because I thought I would get more attention, I was worried my project would get lost in the shuffle of an agency environment.  He had built successful apps before.  

How did you finance the project?
The project was self funded, I don’t want to say exactly how much I invested, but it wasn’t outrageous.  

What was the biggest challenge about the process?  
The hardest part by far was applying to the iTune store, it took 6 weeks.   Apple wants to make sure that the apps are up to standards.  There is no way to download into the phone without going through Apple and they keep 30% of sales.  It is a really complicated online process where you upload the binary of the app and Apple does an analysis. We were rejected the first time we applied; my developer really helped.  It required a technical change and then it was approved.  

How is it doing?
Now there are over 100k apps in iPhone store, iKidNY was in top 100 of navigation for a long time.  I haven’t made my money back yet, but working to get the word out and this was meant to fit into a much bigger picture.  I see in the future having more of a sponsor and advertising model and am looking to expand to other cities.

How are you spreading the word?
I did all my own PR and have been able to get a lot of press.  I have a friend that did PR, I got contact information and called and emailed until they took the story.  I couldn’t afford to hire PR and I know the product better than anyone else; Daily Candy was my biggest press hit.

What’s next?
I have other business opportunities and extensions in the works.  The new generation of the app will be amazing and will blow this out of the water.  I have been approached by many partners and sponsors and looking at all opportunities.  I am considering seeking out investors.

Click here to get straight to the iTunes store and download iKidNY iPhone app