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MMP (Minimum Marketable Product): Faster App Launch and ROI

MMP

An MMP is the smallest version of your app that delivers real value to users and is ready to be marketed and monetised—more refined than an MVP, and built to launch.

Why It Matters 

Why Founders Should Care About This Term:

  • Gets your app into the market faster with core value intact.

  • Helps validate product-market fit with real users.

  • Reduces wasted development on unused features.

  • Starts revenue generation and user acquisition earlier.

  • Provides feedback for future feature prioritisation.

Use This Term When...

  • Planning your app’s go-to-market strategy.

  • Deciding what features to include in the first public release.

  • Aligning development scope with time-to-launch goals.

  • Pitching to investors who want market-ready proof.

  • Preparing a version of the product that can be sold or promoted.

Real-World Example

In one of our projects, we built an MMP that focused on just three key features users needed most. This allowed the client to launch quickly, attract early adopters, and secure further investment.

Founder Insight

Many founders confuse MVP with MMP. An MVP tests assumptions; an MMP must be good enough to attract real users and support marketing. Launching too early without polish can harm your brand.

Key Metrics / Concepts

  • Time to Market – How quickly the product can be launched. MMP focuses on speed without sacrificing usability.
  • Activation Rate – The percentage of users who experience core value during first use.
  • Retention Rate – Indicates whether your MMP delivers enough value to keep users coming back.
  • Core Feature Coverage – The minimum set of features required to solve the primary user problem.
  • Monetisation Readiness – Ability of the product to support transactions or paid conversions.

Tools & Technologies

  • Figma / Adobe XD – For designing MMP interfaces before development.

  • Firebase – For lightweight backend and analytics during early launch.

  • App Store / Play Store Beta – Used for soft-launching the MMP to real users.

What’s Next / Future Trends

MMP strategies are increasingly data-driven. With AI and real-time analytics, teams can refine their marketable features based on actual user behavior, improving release accuracy and reducing rework.

Related Terms

  • Minimum Viable Product – A basic version used to test assumptions.
  • App Development Roadmap – Outlines the path from MVP to MMP.
  • App Launch Strategy – Tied closely to defining your MMP.
  • App Conversion Rate – Often tracked after MMP launch.
  • App Marketing – MMP is the foundation for your first campaign.

Helpful Videos / Articles / Pages

Call to Action 

Still unsure how to define your MMP and get to market faster? Book a discovery call with our team — we’ll help you shape a launch-worthy app.