Inapptics: Is this the New Google Analytics for Mobile Apps?


Google Analytics helps businesses analyze their website performance, right? Inapptics helps analyze mobile app performance.  And considering the fact that mobile app usage increased 11% in 2016, Inapptics can be a really awesome tool for app makers/marketers. Eager to learn more? Read the interview we had with Inapptics co-founders Ashot Tonoyan and Tigran Hakobyan.

What is Inapptics all about?

Ashot Tonoyan: Inapptics helps app makers analyze user behavior in mobile apps. This kind of analysis is quite complex and will soon be simplified with AI. You simply add our SDK (software development kit) to your app and add 1 line of code. That’s it.

We then automatically capture all actions performed by your users, like where they tap and how they navigate.

The collected data is then being analyzed and visualized as a flow of screens, visual funnels, and touch heatmaps.

As a bonus, we also detect crashes and replay the exact steps.

What inspired you to start it?

Ashot Tonoyan: The team behind Inapptics has been building high profile apps for some of the biggest names in the world for over a period of more than 5 years. During those years we realized how much our customers hate analytics. Apart from the complicated setup, they were complaining about the lack of visibility of what users exactly do in their apps.

With current analytics solutions (e.g. Google Analytics, Mixpanel and others) app creators usually get a bunch of numbers and charts, but what app makers need is the following:

  • Is their app being used as intended/designed?
  • Are there any usability issues?
  • What exactly was the user doing that caused the crash they cannot reproduce?

In order to start using the aforementioned tools, a developer needs to spend days and program every single event that needs to be tracked. Sometimes it can take up to two weeks until it’s fully up and running.

We decided to solve those issues and so we built Inapptics. 

What’s the most important feature you are working on right now?

Ashot Tonoyan: AI assisted complex analysis, where the vast amount of collected data is turned into assessments and conclusions, presented as human language sentences.

Who is the company’s ideal customer and how does the company currently reach out to them?

Tigran Hakobyan: Our customers are mobile app developers, UX designers and product managers who care about user experience and want to improve their apps.

We use both online and offline channels to reach our potential customers. Online channels include inbound marketing, social media posts, being featured in relevant newsletters, directories and review websites. We also get traction from postings on relevant forums, groups and under Quora questions related to our industry. We use also paid channels like Facebook and Quora ads to generate leads.

The offline channels that we use to reach our customers are mostly events/conferences and also direct sales.

Does Inapptics currently need outside investors? Please tell me a bit about the Startup Wise Guys Acceleration Program.

Ashot Tonoyan: Yes, we are currently working on closing our pre-seed round.

Startup Wise Guys is a leading B2B accelerator in Europe and has been instrumental in our launch and the acquisition of our first customers. By becoming part of Startup Wise Guys family you continue to remain part of the family beyond the program.

What are the company’s main objectives for the next year?

Ashot Tonoyan: We aim to release version 2.0 of Inapptics, which will support most major mobile platforms, mature AI assisted analysis engine and overall provide a turnkey solution for every app owner.

How many people are there on your team? How did the company get to where it is today?

Ashot Tonoyan: We are currently 5 people in the team, but are looking for talented and passionate engineers to join us.

The team has been working together for more than 5 years and has been building high profile apps for some of the biggest companies in the world.

What are the company’s core values?

Ashot Tonoyan:

  1. Simplicity is the ultimate sophistication
  2. Move fast, break things, fix quickly
  3. There is no such thing as impossible

What kind of person will succeed in your company?

Ashot TonoyanThese are the qualities that will make you successful when working with us:

  1. Problem solver
  2. Has sense of humor
  3. Ready to face and conquer non-standard challenges

What kind of team building activities does your team like the most?

Tigran Hakobyan: Do lunch together at least once every week, away from the office.

What gets you out of bed in the morning?

Ashot Tonoyan: Yesterday’s unfinished tasks and today’s goals.

What about your work-life balance? Is it easy for an entrepreneur to find time to be with friends and family?

Ashot Tonoyan: You can have your perfect work-life balance after the exit. The success of a startup depends a lot on the speed it is able to move forward. If that’s not acceptable for you, don’t become an entrepreneur and don’t harm your co-founders.

Are there any particular publications, magazines or influencers you read/follow?

Tigran Hakobyan: In fact, I often read blogs and publications on Medium. Some of the best ones are Startup Grind, Hacker Noon and UX Planet. Also following influencers like Naval Ravikant (CEO/Founder at AngelList), Hiten Shah (CEO/Co-founder of Kissmetrics), Andrew Chen (Head of growth at Uber) and Tomasz Tunguz (VC at Redpoint).

Could you please enumerate 3 marketing strategies that help you promote your product?

Tigran Hakobyan:

  1. Being active on developer and designer communities on Slack which helped us to get early users who tried our beta product and who gave feedback.
  2. Adding Inapptics to as many directories as we could. That helped us to build backlinks and also put Inapptics in front of the eyes of the potential users.
  3. Being featured on Product Hunt. It’s a resource where people post and find new products. The community there is very tech oriented and posting Inapptics on Product Hunt helped us to reach more people and get new customers.

And lastly, what are the 5 pieces of advice you give to entrepreneurs who are just entering the game?

Ashot Tonoyan:

  1. Build your product for customers, not investors. Success is when you have many customers, not investors.
  2. Build a painkiller, not a vitamin. People don’t have a desperate need for vitamins.
  3. Launch and sell as early as possible. Preferably even earlier than that. This will save you a lot of time and money.
  4. Free users are nice, paying users are honest. People tend to not worry about things until it scratches their wallet.
  5. Build relationships. With everyone: customers, media, advisors, mentors, investors, partners, other startups, talented people you may hire or contract in future. 


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