I’m hoping to diversify.

My existing business is document imaging (scanning, archiving, data extraction, etc.) and I’ve been doing some work on mobile app(s) that will also capture information in the field.

I have one app that’s pretty much ready for market to a certain industry and have ideas for another – plus I can create bespoke solutions for any company.

My question is: should I market these under the banner of my existing company or create a “sister” company/domain purely for the apps?
(My feeling is that it may be a bit too far removed from the existing company activity, but the fact that it’s been around for about 30 years is possibly a bonus)

In addition, would it be better to set up a completely separate domain/web site for the app that’s ready to go or run it as part of the bespoke app company/website?

Decisions decisions 🤷🏻‍♂️

(I’m rubbish at marketing… I wish I wasn’t!
I can’t afford to throw much money at this and it may be a massive flop but it’s worth a go)

Your thoughts would be appreciated.

If you’ve got 30 years of brand awareness, trust and potential customers then I don’t see why you’d create a new brand for it. Even if it’s slightly removed from your current work, you have a very cheap way of contacting potential customers who already know you and (presumably) like what you do. I don’t think anyone would be put off by the fact it’s a slightly different type of business.

you have a very cheap way of contacting potential customers who already know you and (presumably) like what you do.

This is a problem though in that my existing companies have basically been large law firms and the app development wouldn’t really be their thing.
So they’re not really the target market.
This time I’m looking at smaller companies in quite different industries.

This is a problem though in that my existing companies have basically been large law firms and the app development wouldn’t really be their thing.
So they’re not really the target market.
This time I’m looking at smaller companies in quite different industries.

Ok, but even so there’s no particular advantage to creating a new brand from scratch. For a start it will be a ball ache, but also you never know which of your law firm clients has a husband/neighbour/riding buddy who needs your app.
Or someone looking for your app but is looking for a reliable reputable company not someone who’s just set up 5 minutes ago.

Both.
Keep it as one company.
Market it as both the same as of as s as new company and brand.

Oh and what is the app?

Ok, but even so there’s no particular advantage to creating a new brand from scratch.

And this is why I’m crap at marketing!!!

Oh and what is the app?

Just mobile data capture for inspections etc.
Not rocket science but I think smaller companies would pay for a semi-bespoke solution.
(I’ve been working with a friend who’s got a company in the initial target industry)

I’ve been working with a friend who’s got a company in the initial target industry

So your friend’s company would be a potential customer, you mean?
And he will know who all his competitors are in that industry?
And what their requirements are likely to be?
And which trade shows/conferences/pubs they are likely to attend?

interesting.

Just mobile data capture for inspections

what kind of inspections?

Don’t worry about being crap at marketing.

99% of people with a marketing degree in the UK are crap at marketing! Same goes for UK App developers and the people they employee to do marketing.

US are on an another level. Just find your closest US competitor with big ad budget that are doing well and copy what they do. Where they advertise, how they advertise and to who. Focus on content and short form via social channels and adding value to potential customers, stay away from PPC.

If you have no competitors, it’s likely there is not much of a market for what you are doing but could be a nice little niche for you.

As an App developer you can have the best of both worlds. If your current business already has a decent presence you can use it for the publisher name to get early traction. The App can have a different name that can quickly overtake this if you do your job right. E.g Publisher = Google App = YouTube.

Worth

what kind of inspections?

It can be anything pretty much! My hope is that there’s a lot of smaller companies that would benefit from a bespoke mobile app customised to their specific requirements.

The first one is aimed at scaffolding companies as they are legally required to inspect all sites on a weekly basis.

So your friend’s company would be a potential customer, you mean?

Probably not (!) as he has already paid a considerable amount of money with another company to develop the same thing – except he’s not actually put it into use within his company yet!!