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A Software Business On 5 Hours A Week<br />Patrick McKenzie<br />

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The Problem: Making This Sucks<br />

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The Big Idea<br />$60 budget<br />1 week schedule<br />Big Hairy Audacious Goal: $200 a month<br />

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Bingo Card Creator – July 2006<br />

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Why Did It Sell That Much?<br />

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Version 1.02 – Now With Less Crashes!<br />

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AdWords, Halloween, Google… Oh My!<br />

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A Brief Aside About EMDs<br /><ul><li>Mini-sites targeted at individual customer needs: $200 + $10 per year (~$500 for this one, for the domain)

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Exact match domains (“halloween bingo cards”.{com|net|org})

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Declining part of my strategy, but still print money three times a year.

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Why lease traffic when you can get it for free?</li></li></ul><li>The Big Idea: Scalable Content Creation<br />

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Make It A Web App<br />

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Holy Cow. This Is My Day Job.<br />

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Adventures Since Quitting<br />

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Five Quick Bits Of Advice<br />

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Charge More<br />Programmers consistently underprice. Double it, then go higher.<br />Avoid pathological customersby charging more.<br />Revenue is dominated by customers on most expensive plan spending other people’s money.<br />Recurring revenue is the best kind.<br />

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Make Web Applications<br />Faster iteration.<br />Easier support.<br />Dramatically higher conversion rates.<br />Recurring revenue is the best kind.<br />Better tracking of actual use than MiniPeace.<br />

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Figure Out SEO<br />Free traffic from interested people = free money.<br />Single best thing you can do for SEO: create a reason why people who do not buy your software should cite your website anyhow.<br />Second single best thing: create a system which makes content at scale.<br />

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The Inverted Iceberg Rule<br />Photo: <br />Natalielucier<br />on Flickr<br />

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Optimize. Everything.<br />All factors in success of a software business are multiplicative.<br />A/B testing: 5% increase in conversion rate, once per month, is ~70% increase in revenue per year.<br />A/B testing is cheap & easy to get started with.<br />More advanced: funnel optimization, first-run experience, etc.<br />

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In Five Hours Per Week!?<br />

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Three Keys To Avoid Wasting Time<br />Outsource<br />Automate<br />Eliminate<br />

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Stuff To Outsource<br />Web design<br />Web content<br />Self-contained programming projects<br />Customer support<br />

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Stuff To Automate<br />Routine customer support tasks<br />Drudgery – license generation, keyword analysis, etc<br />Server maintenance/monitoring<br />

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Dashboard O’ Goodness<br />

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The Big Idea: Scalable Content Generation<br />Automate production of high-quality pages responsive to specific user needs, around a template and/or data source.<br />Outsource the production of text for those pages.<br />????<br />Profit!<br />

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Make One Page<br />

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Do It 941 More Times<br />

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… Without Going Spare<br />Live Demo Time<br />

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It Really Works<br /><ul><li>Total sales: $39,270

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Total investment: $3,000

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251 activities / 942 have generated sales

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Top selling activity: I didn’t even know people did that.</li></ul>And 226 More!<br />

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Stuff To Eliminate<br />Checking Google Analytics 37 times per day<br />Worrying about competition<br />Development which does not meet demonstrable customer needs – see Lean Startup<br />

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Thanks for Listening<br />Blog at http://www.kalzumeus.com<br />Slides will be posted. See @patio11<br />Send me email. I love chatting about this. patrick@kalzumeus.com<br />