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Either, but usually features.

When it comes to building a brand new app, you need to break it into multiple large projects. The first one might be "create a new Cordova app with just a login page", since bootstrapping all the Cordova stuff might take a while. The next project would be "add features X and Y to the app, and deploy in the app store", etc.

I constrain projects to no larger than 4-6 weeks because I work in startups, where priorities shift constantly. You need to be able to finish Phase 1, and potentially say "another important priority came up, we need to push back Phase 2 by 2-3 weeks while we complete this other medium project".



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