Software For Underserved Markets
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Software For Underserved Markets

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Patrick McKenzie's lightning talk at Business of Software 2010 about selling software to underserved markets, principally women.

Patrick McKenzie's lightning talk at Business of Software 2010 about selling software to underserved markets, principally women.

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Software For Underserved Markets Presentation Transcript

  • 1. Software For Underserved Markets
    Patrick McKenzie
  • 2. Hello GentlemenLadies
    Photo Credit: Old Spice
  • 3. My Business
    • > 200,000 users
    • 4. 3,300 customers
    • 5. 90%+ female
    • 6. Median age: late 40s
  • “Typical” Software Customers?
    Perceived software market:
    • B2B: Rich old white men
    who pay money for software.
    • B2C: Poor young white men who steal software.
    Photo Credit: Apple
  • 7. Build Things People Want to Use Buy
    Demo: Young, single college educated women who go out twice a week. $X00 million in revenue
    Aunt Mildred found a lost cow and wants to share with you. $X00 million in revenue
  • 8. 読めるならご存知でしょうが。
    Recipe site. $20 million in revenue, doubling yearly, IPOed, pays dividends.
  • 9. Demographics Are Not Destiny
    Photo Credit: Mad Men, AMC
  • 10. Don’t Do This
  • 11. Features
    GPL bingo card printing program (numeric, letter bingo and picture bingo). Also prints a calling sequence (equivalent to the output from a barrel full of balls). XML output for later linking to multimedia engine.
    Marketing and documentation of OSS competitor.
    (Quoted in full.)
  • 12. Benefits
    Next, Mr. Taylor announces it’s time for Multiplication Bingo. As Mr. Taylor reads off a problem (“20 divided by 5”), the kids scour their boards, chips in hand, looking for 4’s. One girl is literally shaking with excitement. Another has her hands clasped in a prayer position. I find myself wanting to play. You know you’re in a good classroom if you have to stop yourself from raising your hand.
  • 13. What Is Your Real Business?
    Advertising?
    Search?
    Providing several terabytes of high latency external caching for the human brain.
    Making the user seem smart.
  • 14. You Are In…
    The
    Emotion
    Business
  • 15. Depictions
  • 16. Connection
    This is the entire front page, and they have about 800,000 more ladies using the software than you do.
  • 17.
    • kalzumeus.com
    • 18. @patio11
    • 19. Love talking about this or any other subject.