"Mobile is an interesting environment for children," admits Johnson, who now sees the opportunity in touch screens, accelerometers and mobile app stores. "But, I had to learn all that."
Johnson's education includes a few years of trial, error and experimentation in distribution and platform choices, Facebook included. Target proved an unexpected educator for Johnson, who was able to get the ItzaBitza game sold on Target shelves for a short period of time before it was later booted.
"The box was siting next to Dora the Explorer on one side and Elmo's World on the other in the graveyard aisle of retail," says Johnson. "I will never ship retail again."
For Johnson, the process of boxing and shipping ItzaBitza for Target proved too laborious and costly. She's not alone. The boxed software industry has been on the decline for years, and the once expansive in-store walls and aisles of desktop games and learning applications have become, as she said, more like graveyards.
Mobile Makeover
"I think I'm on to something," says Johnson. That something is enmeshed in Sabi's forthcoming rebirth as a mobile-focused application maker of child learning games.
The next release for iOS, still a few months out, aims to combine reading with gaming and go a step beyond the Itza titles to make reading an even more enjoyable sport for the mind.
Johnson doesn't concern herself with building a commercial hit, but instead is motivated to make a substantial impact on child learning through great game design. Still, having been around the block and back, Johnson speaks with confidence in the distribution potential of the App Store.
Sabi's first iOS release, CocoaNaut [iTunes link], has already helped put the startup in a cash-flow positive position. Johnson, having tested all types of app monetization mechanisms, sees a sustainable future as a shop with a handful of quality titles.
Apple's App Store model, which takes a 30% cut of revenue but handles payment and distribution, frees up Johnson to focus on her craft, she says. "The 30% is worth it," says Johnson enthusiastically, who'd admittedly much rather be a craftswoman than a businesswoman.
The Science of Learning
Over the years, Johnson's team has dwindled in size. It's now just her, tinkering away on science-inspired mobile games for kids.
The irony is that while Johnson has been working to scientifically perfect learning through games, she has been schooled in the science of game development.
But for Johnson, Sabi boils down to a passion project rooted in the purity of wanting to help children -- like her now grown-up daughter -- discover self-esteem and a sense of achievement through gaming. As long as she continues to see positive fruits of her labor, she'll keep going. "I know the chances of making a booming business aren't as great as reaching, and making an impact on, one child."
Come release time, Johnson will leverage her relationships with influential reviewers in the children's software space. She also plans to get the word out by working channels she's seen success with before: Twitter, mommy bloggers and Google or Facebook ads.
Software, platforms and distribution aside, her experiences have taught her one simple lesson: "If it is any good, word of mouth travels."
Images courtesy of Flickr, Margaret and Sketchy, j.reed
Series Supported by Microsoft BizSpark