Why mobile ‘Lean Startups’ should use Phonegap
It was a Wednesday morning in January this year when we had our first Mailcloud.com meeting as a team of 7.
For the first time we asked ourselves an important question, ‘WTF are we going to build?!’.
This question defines a startup, in just a few words. Back then, we didn’t even know what Mailcloud was, so how were we supposed to know which technology we were going to use? Fortunately we had some theory and experience behind us and we reached out to the lean startup way of doing things.
We committed ourselves to solving the problem of working easier and faster on mobile with emails and files, after founder Malcolm Bell received over 145,000 in 2011 and almost went ‘nuts’. (Some would say he did).
You can see our progress so far here.
What is a Lean startup?
Described in the book ‘The Lean Startup’ by Eric Ries, it’s an entrepreneurial process of learning fast from customers what they want, and building it for them. Build, Learn, Improve. Fast. The idea is to eliminate all invalid assumptions in the design/feedback stage before it gets to the physical development.
For a tech startup this means a lot of prototyping and interviewing customers. Only the features that are highly desired by the target group should make it to the development phase. Changing a prototype over and over again is cheap and fast, but changing an app is slow and consumes a lot of time.
Here at Mailcloud, we’re actually using a process of ‘accelerated lean startup’.
Lean startup application development
So how exactly could we achieve that?
We weren’t sure about what we were building, we didn’t know how people were going to use it and we were trying to minimize the expense to keep our cash burn low.
The only thing we knew was that we wanted to build a mobile app with cloud based back-end processing. We knew that we had to kick off the prototyping process, get the customers to validate and adjust our ideas and then implement them, see how the customers respond, then reiterate through the process again. With a mobile app we couldn’t be sure which platform we should use, Android? iOS?
Why Phonegap makes sense
To solve the initial problem of getting the product to market fast, we decided to use the open source tool Phonegap, which is a build-once, run-everywhere framework.
It’s very friendly for any developer who knows CSS, HTML or Javascript– without having specific mobile dev knowledge.
The best startups, are often those that have generalist, full stack, curious developers. Too many specialists narrows your team skill sets and makes you less flexible as an engineering team. In turn, lack of flexibility can kill your architecture.
What’s the benefit of Phonegap?
1.Simpler
First of all, a single codebase means that we don’t have to maintain multiple projects in different programming languages. Imagine implementing every feature for every platform separately, then extending and maintaining them. If we took that path, we’d need a bigger team, more specific knowledge about different devices and a lot more management. That would kill us.
2. Faster
The time and money we save by using Phonegap, instead is invested into doing more interesting things like performance improvements and research.
3. Better UX
While we develop our features and learn fast what our customers want, we can then build native apps for each platform, faster than having to make native changes across devices. By using Phonegap, we will be sure that when we get to that stage our UX will be nailed and there won’t be any doubt about the spec.
Doesn’t Phonegap offer a worse UX?
We hear this a lot. Transitions are slower, screen changes aren’t smooth. It just doesn’t feel the same as native apps. To summarize, using technologies like Phonegap enables you to quickly deliver a product to market, put it in front of people and quickly validate your ideas. It’s not about spending time on building the perfect product then launching, because most of your ideas, without feedback, will be wrong, no matter how smooth your UI or easy your UX.
If you are going to fail, (and you inevitably will in the process), it’s cheaper to fail early and fail fast.
Failing in the startup world is actually a good thing. It drives the evolution of the product towards the market fit. This is why we went with Phonegap.
Now we know WTF we’re building, and in fact, we’ve almost built it.
You can see our progress at Mailcloud.com
















