How to choose an app launch agency: 15 questions to ask before you sign
by Jawad Jalal5 min read
the short version
- To choose an app launch agency, ask to see launches they actually ran, who will do the work, what you get by when, what it costs in total and who owns the files.
- Be wary of anyone who guarantees downloads, rankings, reviews or a feature.
- Get the scope, timeline and price in writing before you pay anything.
- The right agency asks you hard questions too, about your users, your date and your budget.
In this post10 sections
To choose an app launch agency, ask to see launches they actually ran, who will do the work, exactly what you’ll get by when, what it costs in total and who owns the files afterwards. Be wary of anyone who guarantees downloads, rankings or a feature, and get the scope, timeline and price in writing before you pay.
Below are the 15 questions we’d ask if we were hiring a launch team ourselves, grouped by what they tell you.
Before you ask anything: know what you need
“Launch agency” covers very different jobs: App Store screenshots, a launch film, UGC, a landing page, a Product Hunt run, paid ads, PR. Write down three things first:
- Your launch date, or the window you’re aiming for.
- The pieces you’re missing. Do you need everything, or just screenshots and a video?
- Your budget range. Even a rough one saves everyone a call.
If you’re still comparing types of team, our roundup of app launch agencies explains the different kinds. This post is about vetting the one in front of you.
Their work
1. “Can I see launches you ran, not just things you designed?”
A nice portfolio shows taste. A launch shows they can ship everything together on a date. Ask for live links: the App Store page, the landing page, the launch video, the launch-day posts.
2. “What exactly was your part in each one?”
Plenty of teams contribute one piece to a big launch. That’s fine, as long as they’re clear about which piece.
3. “Can I talk to a founder you worked with?”
A short call with a past client tells you more than any case study. If they can’t offer one, ask why.
4. “What results can you show, and where do the numbers come from?”
Any number they quote should come with a source you can check, such as a public post’s view count or a client who confirms it. Treat round, unsourced claims with care.
The team
5. “Who will actually do the work?”
Ask for names and roles. Find out whether the people on the sales call are the people making your film, or whether it’s handed to freelancers you never meet.
6. “Who’s my one point of contact, and how fast do they reply?”
Launch weeks move fast. You want one person who answers the same day.
7. “How many launches are you running in the same week as mine?”
A small team running five launches at once isn’t really running yours.
Scope and timeline
8. “What exactly do I get, and by when?”
Get a list of deliverables with dates: “10 App Store screenshots in two sizes, by the 3rd”, not “App Store optimisation”.
9. “How many rounds of changes are included?”
And what happens, and what it costs, if you need more.
10. “What do you need from me, and when?”
Builds, logins, brand files, a test account for the App Store review, your time for a shoot. A good team gives you this list up front, because late inputs are the most common reason launches slip.
11. “What happens if Apple review delays the launch?”
App Review timing isn’t fully in anyone’s control. Ask how they’d handle a slipped date, and whether the plan has room for one.
Money and ownership
12. “What’s the full price, and what’s not included?”
Ask about extras: creator fees for UGC, music licences, stock footage, ad spend, travel. As an example of what upfront pricing looks like, ours is public: UGC from £3,000, the whole four-week launch (Ignite) from £16,000 and monthly work (Burn) from £6,000. See pricing.
13. “How do payments work?”
Deposit, milestones or monthly? What happens to the money if you cancel halfway?
14. “Who owns the files when we’re done?”
You want the source files (design files, raw footage, project files) and the right to use everything wherever you like, agreed in writing. Check whether creators in UGC videos have agreed to how and where their videos will be used, including paid ads.
Promises
15. “What are you promising, and what aren’t you?”
An honest agency can promise good work, on time, to a plan. Nobody can honestly promise a set number of downloads, a chart position or an Apple feature. Be especially careful with anyone offering reviews or rankings: Apple’s App Review Guidelines (5.6.3) say manipulating charts, search, reviews or referrals is not permitted, and doing it puts your app at risk.
Red flags
- Guaranteed downloads, rankings, reviews or features.
- No live links, only mockups and mood boards.
- Vague scope like “full launch support” with no list of deliverables.
- Pressure to pay today for a discount.
- They don’t ask about your users. A team that doesn’t want to know who the app is for can’t launch it well.
Green flags
- They push back on your plan when it doesn’t make sense.
- They tell you what they don’t do and who might do it better.
- They talk about your users before they talk about their process.
- The proposal names people, dates and a price.
FAQ
How much does an app launch agency cost?
It depends heavily on scope, from a single piece like screenshots to a full launch. Ask for a written quote that lists every deliverable. Our own prices are public on our pricing page.
When should I hire a launch agency?
Ideally a few weeks before your launch date, while there’s still time to shoot, design and test. Our four-week launch plan shows what fits in that time.
Can a launch agency guarantee downloads?
No honest one will. They can control the quality and timing of the work, not how the App Store or the public responds.
Should I hire one agency or several freelancers?
Freelancers can cost less per piece, but someone has to make it all fit together and hit the same date. If that’s you, budget your own time for it.
What should I prepare before the first call?
Your launch date, a TestFlight build or demo, who the app is for and a rough budget.
Talking to agencies?
Ask us all 15. Ignura is a London launch studio of four people. We make App Store screenshots, landing pages, launch films and UGC, and we run launch day with you. Book a free 15-min call and bring your list.
