Situation: At-Hand Apps, is a self-funded workers co-op startup whose current products are location-based travel apps selling in the iTunes iPhone/iPad market. The branding in a 2013 re-launch will be At-Hand Guides, a single FREE “container app” with in-app purchase of geographically and theme focused content, as well as choice of some FREE content. All content will be within the United States.
The prior branding has evolved New England Day Trips At-Hand (2011), Maine At-Hand (2012) (10 geographical editions) to simply At-Hand Guides (2013). Prior logos and graphics have been a core team creation. We are ready for a fully professional visual look.
Additional information is on the various pages of the product support web site: http://www.DayTripsAtHand.com/pages/24
The business is known as “aha” by our fans who have embraced our trademark. We would like, optionally, to have the “@ha!” Trademark and business name: At-Hand Apps, LLC constitute an expanded LOGO.
Branding Messages: Our apps sweet spot to for middle-class users who have both the discretionary funds to pay for iPhones and have the discretionary time for recreation. This market is mostly age 30 and above. We believe many have children or are empty –nesters with discretionary time. A third of our current users are from over-seas. Our content focuses on: nature, history, culture and art. We do not cover restaurants and hotels.
Some phrases we have used to position our products: hyper-local, every day travel, go-to resource, around you, or around where you want to be, custom search, in-area support. We do not have a final positioning message for the 2013-2015 period.