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A Year in the Life of an ISV

A Year in the Life of an ISV



Real world lessons about what it takes to create & market a software product today.

Real world lessons about what it takes to create & market a software product today.



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  • Build & great project & project your values and your brand will build itself.You don’t need a fancy site, you need an effective site that you can mess with easily. Malleable trumps beautiful

A Year in the Life of an ISV A Year in the Life of an ISV Presentation Transcript

  • A Year in the Life of an ISV
    Real world lessons about what it takes to create & market a software product
  • Being an ISV Rocks
    Clarity on requirements for success
    Flexible hours
    Highly empowered
  • Who We Are
    Small Independent Software Vendor
    Young Company
    Started Development Feb 2008
    Public Release June 2009
    Product Division of Consulting Company
    eSymmetrix founded in 2000
    Engineers, not Sales People
  • But It’s not Consulting
    You can’t convince them you’re right
    No one cares how your code works inside
    No partial credit
  • Diesel Engine Products
    Steady Value over Time
    Closer to the Money the Better
    Well Defined, Large Markets
    A solid answer for “Why You”
  • Pricing – Your Market Set It
    Ranges by Audience
    Consumer / Impulse Buy Market (<$99)
    Professional Market (<$500)
    Business Market ($300 to Infinity)
    Make your Productworthy of the Price
    More Expensive = Better
    People are used to paying certain amounts
  • Pricing – Don’t Sell Yourself Short
    Biggest Mistake is to go low
    If you’re better, charge more
    Based on where you will be 18 months out
    Lay out a family of related options
    Consumers like buy ups
    Consumers like 2-3 choices
    Create a structure for experiments
  • Pricing – Consumer Myths
    Few Well Informed Customers
    Customers Don’t Cross Shop
    “If it only did…”
  • Marketing MarketingMarketing
    Metric & Monitor First Contact to Decision
    The Right Traffic
    Reach Out at Every Opportunity
    Ask for the Sale
  • The Internet
  • Get Anyone’s Attention
  • It’s Not about You
    People have distinct, strong preferences
    Be where they are: Accessible Everywhere
    Project your Values
  • Steady Growth
  • Design for First Wow
    People decide fast
    Deliver value in small increments
    Look at every bump between first hit & first wow and sand them down
  • Support Tools
    Support Ticket / Defect Tracking
    Live Chat
    Desktop Sharing
    Lightweight CRM
    Web Metrics that Matter
  • Things to Ignore
    Brand Building
    Fancy Web Site
    Business Operational Scalability
  • Things to Pay Attention To
    Responsive Communication Systems
    Automate or EliminateRoutine Tasks
    Every Bump fromFirst Hit through First Wow
    Why people tell you they bought your product (and why they didn’t)
  • Critical Lessons Learned
    Have a Diesel Engine Product
    Marketing MarketingMarketing
    Worry about Values,not Brand
    First Hit to First Wow
  • Additional Information:
    Follow Up
    Twitter: kendallmiller