Marketing Open Source Software

Marketing Open Source Software Be open and successful

Presented by Sandro Groganz Independent consultant: Open Source Marketing Founder: InitMarketing e.K. Bio: VP Marketing, Mindquarry VP Communication, eZ Systems

Leading world-wide provider of Open Source marketing services Strategy, planning, implementation www.initmarketing.com 7 marketing experts: USA, Germany, Switzerland, India, Italy, UK Some of our customers:

This talk might be of help to everyone who wants to make money with products being or based on Open Source software

What you will learn • How to communicate effectively to your audience • How to market your products and services • How to successfully execute your marketing efforts

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What is Open Source marketing?

Marketing Open Source products the Open Source way

The dark side of marketing

“By the way, if anyone here is in advertising or marketing...kill yourself...you're the ruiner of all things good...you are Satan's spawn, filling the world with bile and garbage...kill yourself.” (Bill Hicks)

The bright side of marketing

“Markets are conversations.” (The Cluetrain Manifesto)

Any side of marketing

World-wide word-of-mouth marketing People regard peers as the purest form of accurate information

Marketing to social networks

Stakeholders Individuals Organizations Communities Developers Companies OSS projects Designers Partners Scientists Bloggers Not-for-profits ... Newbies GOs Journalists Media Corps ... ...

Open Source marketing is about peer-to-peer, horizontal communication among multiple persons and groups with various roles

The big picture and small details

1. Marketing Strategy

It’s not about the logo It’s about the compass that guides you Strategies can change You want to track implications of what changed

The 4 C’s 1. Corporation 2. Customer 3. Competitors 4. Community

Business Models 1. Optimization (e.g. Linux) 2. Dual Lizense (e.g. MySQL) 3. Consulting (e.g. system integrators) 4. Subscription (e.g. Red Hat) 5. Patronage (e.g. Eclipse) 6. Hosted, on demand, SaaS (e.g. SugarCRM) 7. Embedded (e.g. TIVO)

Positioning

Vendor-driven ecosystem

Community-driven ecosystem

Product Licensing

2. Marketing Plan

Product Pricing Promotion Place People Process Physical evidence Personalization Participation Peer-to-peer

Plan Elements Tasks | Milestones | Budget | Team | Benchmarks

Pieces of Wisdom

Be BOLD

Talk about what you do Have an opinion, share expertise Don’t please everyone

$ave money

Flee advertisements Keep printed brochures simple Avoid multilingual corporate Web site

Do it!

Do it and adjust as you go Ask others for advice Keep it simple, stupid

Be o p e n

Share all product-relevant information Do favors to people Join peer groups

Questions ?

Thank you! www.initmarketing.com

Credits • Chess board: http://flickr.com/photos/waponigirl/ 162798520/

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Marketing Open Source Software

by Sandro Groganz

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