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A Smalltalk Product Company
        Christian Haider
Contents
  • The product and the company
  • The role of Smalltalk
  • Development
  • Marketing
  • Pricing
  • Mistakes
...
History
  •   Contract to do a simple chart program
       •    1 year (3 man months)
       •    First of its kind -> Mar...
The Product
  • Examples…
  • Each version had a long development
       • More features
       • Better design




ESUG 2...
Unique Selling Proposition
  • Automates the Chart creation for print
       • Cheaper
       • Faster
       • Later
    ...
Why a Company?
  • Independent legal entity (GmbH)
  • Partners
  • Infrastructure
  • Costumer recognition


ESUG 2004   ...
The Role of Smalltalk
  • None!
  • …except
       • Would not have done initial project
       • For remarks that this ch...
Being a Company
  • Is about profitability
  • People
  • Organization (transparency)
  • Bureaucracy (Government, Interna...
Development Process
  • Needs to be professional
  • Delivery
  • Testing
  • Tracking features, bugs and time


ESUG 2004...
Marketing
  • Find customers
  • Get the product known
  • Specific target market (Impressum)
  • Talk to the decision mak...
Pricing
  • Price model
       • License, rent or lease
       • Complexity
  • Price level
       • No competitors
      ...
Mistakes
  • No Marketing
       • Hope on Word-of-mouth advertizing
       • Did not want to do Marketing
  • Underestima...
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A Smalltalk Product Company

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A Smalltalk Product Company, Christian Haider

(ESUG 2004, Koethen)

Published in: Technology
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Transcript of "A Smalltalk Product Company"

  1. 1. A Smalltalk Product Company Christian Haider
  2. 2. Contents • The product and the company • The role of Smalltalk • Development • Marketing • Pricing • Mistakes ESUG 2004 Christian Haider: A Smalltalk Product Company 2 of 12
  3. 3. History • Contract to do a simple chart program • 1 year (3 man months) • First of its kind -> Market? • smallCharts Trademark • Help Website • Contract with business newspaper • ½ year (4,5 man months) • Opened company • Second contract as a company • ½ year (3 man months) • Marketing Website ESUG 2004 Christian Haider: A Smalltalk Product Company 3 of 12
  4. 4. The Product • Examples… • Each version had a long development • More features • Better design ESUG 2004 Christian Haider: A Smalltalk Product Company 4 of 12
  5. 5. Unique Selling Proposition • Automates the Chart creation for print • Cheaper • Faster • Later • More correct • More consistent • Simpler • More direct ESUG 2004 Christian Haider: A Smalltalk Product Company 5 of 12
  6. 6. Why a Company? • Independent legal entity (GmbH) • Partners • Infrastructure • Costumer recognition ESUG 2004 Christian Haider: A Smalltalk Product Company 6 of 12
  7. 7. The Role of Smalltalk • None! • …except • Would not have done initial project • For remarks that this change was quick • For exploring external interfaces on the fly ESUG 2004 Christian Haider: A Smalltalk Product Company 7 of 12
  8. 8. Being a Company • Is about profitability • People • Organization (transparency) • Bureaucracy (Government, Internal) • Partners (explicit Plans and Goals) • Website, logo ESUG 2004 Christian Haider: A Smalltalk Product Company 8 of 12
  9. 9. Development Process • Needs to be professional • Delivery • Testing • Tracking features, bugs and time ESUG 2004 Christian Haider: A Smalltalk Product Company 9 of 12
  10. 10. Marketing • Find customers • Get the product known • Specific target market (Impressum) • Talk to the decision makers • Gatherings • Word of mouth • Presenting • Networking with other Start-ups ESUG 2004 Christian Haider: A Smalltalk Product Company 10 of 12
  11. 11. Pricing • Price model • License, rent or lease • Complexity • Price level • No competitors • Costs for the customers are not known ESUG 2004 Christian Haider: A Smalltalk Product Company 11 of 12
  12. 12. Mistakes • No Marketing • Hope on Word-of-mouth advertizing • Did not want to do Marketing • Underestimated development time • Underestimated customer decision process • GmbH with a Partner ESUG 2004 Christian Haider: A Smalltalk Product Company 12 of 12
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