0
Get Plone to Business!




          1
A few words before

    About me                   About this talk
●                          ●


                        ...
Summary

    Very short introduction to
●


        Marketing
    –

        Communication
    –

        Sales
    –

   ...
Marketing

    Marketing
●



         Communication
    –

                Sales
            –



    Plone marketing is
...
Plone is ?




    5
Plone is




   6
Plone is a product




        7
Getting Plone to Business




plone(ISellable).getToBusiness()




              8
Sales: what could sales be

    Telling “stories”
●



    Building trust
●



    Pretending Plone is something it is not...
Two main ingredients

    The Champion              The compelling event
●                         ●




                 ...
Main steps



1.Prospecting
2.Demo
3.Proposal work
4.Value proposition and final discussion




                     11
Prospecting




     12
Be ready, calm and prepared

    Elevator speech
●



    Know who you're talking to
●



    Next appointment
●




     ...
Elevator speech is not easy (1)




“Reflab: you don't know what they do,
      but they do it pretty well.”




         ...
Elevator speech is not easy (2)




  “Why don't you get a real job”




               15
Elevator speech is not easy (3)




                 (puzzled face)
“... ahhhh, I see. You're a web agency, right?”




  ...
Some hints

                lot on who you're talking to
    Depends a
●




    CM is very “intangible” matter, try to ma...
Some Keywords




Web web 2.0 Innovation
 content management Sites
   Intranet Collaborative
       framework Zope3 adapto...
Who you're talking to (1)

    Pragmatist                                 Innovator
●                                     ...
Who you're talking to (2)

    Consultant/technical                  CTO profile
●                                     ●

...
... cool I created some interest




        Next appointment




               21
Demo




  22
Demo... is all about preparation

a)General software presentation
b)Live demonstration
c)Indepth: Q&A
d)Larger group demon...
General presentation - Overview

    Overview
●


        General description
    –

        Base functionnalities
    –

...
General presentation - MoreInfo

    Licence
●



    Roadmap
●



    Community
●



    ... something that the person yo...
Common pitfalls

    ZODB (historically most famous pitfall)
●



    Versions mayhem (Zope2, Zope3, Five, CMF, ...)
●



...
Live demonstration


    Prepare, prepare, prepare
●



    Use scenarios if possible (if provided)
●



    Pre-populate ...
Plone live demonstration tips

    Leverage the importance of the extra-cool
●


    super-usable Plone UI
    Show the “h...
Q&A time

    Even more difficult phase
●



    Very important for trust-building
●



    Praparation again is important...
Q&A on Plone tips

    Do not avoid telling everything about Zope
●



    Python, if well presented, can be a plus.
●



...
Proposal work




      31
Proposal work - Do not do it alone!

    ... write, rewrite, sweat, improve (with
●


    your staff and the champion)
   ...
Competitive strategy
       Requires defined and clear evaluation criteria


    Frontal                           Flankin...
Plone Strategy Tips

    Default, simple
●



    Leverage Plone power and flexibility here
●



    Single solution, not ...
Value Proposition




       35
Value proposition

    The bigger the project the more formal
●



    Aimed to the economic buyer
●



    Focus on
●


 ...
Metrics examples

    Time to publish
●



    SEO
●



    ...
●




                      37
Building a value proposition for Plone

    Scarce formal material, yet
●



    Plone.net helps
●



    Mostly based on ...
Then... repeat

    Final discussion
●



    Formal purchase order
●



    Implementation
●




    ... and repeat.



 ...
Thanks!

francesco@reflab.com




        40
What's next?




     41
42          slide
                            nd



    See more in evangelism ML
●



    Friendly competition in marketi...
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Francesco Ciriaci Get Plone To Business!

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Trust the power of Plone and build the trust in customers, colleagues and friends. Plone is, for many aspects, such a good product that it fails sometimes in presenting itself right. We can do a better job, of course. The talk will present common communication/sales problems and practices to try to solve some of these problems; through examples and case studies it will try to give arguments and ideas to those willing to spread the Plone word.

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Transcript of "Francesco Ciriaci Get Plone To Business!"

  1. 1. Get Plone to Business! 1
  2. 2. A few words before About me About this talk ● ● Requires some – knowledge of Plone... ... not for developers – Business “biased” – About sales – Tries to help solving a – common problem Needs your feedback – 2
  3. 3. Summary Very short introduction to ● Marketing – Communication – Sales – Getting Plone to Business (Sales process) ● What's next ● 3
  4. 4. Marketing Marketing ● Communication – Sales – Plone marketing is ● Poorly documented – Something we shall improve – But great resources (plone.org, plone.net, forums, ● mailing lists, “web 2.0 style pr”, love.) 4
  5. 5. Plone is ? 5
  6. 6. Plone is 6
  7. 7. Plone is a product 7
  8. 8. Getting Plone to Business plone(ISellable).getToBusiness() 8
  9. 9. Sales: what could sales be Telling “stories” ● Building trust ● Pretending Plone is something it is not ● Knowledge transfer ● Consulting ● ... ● 9
  10. 10. Two main ingredients The Champion The compelling event ● ● 10
  11. 11. Main steps 1.Prospecting 2.Demo 3.Proposal work 4.Value proposition and final discussion 11
  12. 12. Prospecting 12
  13. 13. Be ready, calm and prepared Elevator speech ● Know who you're talking to ● Next appointment ● 13
  14. 14. Elevator speech is not easy (1) “Reflab: you don't know what they do, but they do it pretty well.” 14
  15. 15. Elevator speech is not easy (2) “Why don't you get a real job” 15
  16. 16. Elevator speech is not easy (3) (puzzled face) “... ahhhh, I see. You're a web agency, right?” 16
  17. 17. Some hints lot on who you're talking to Depends a ● CM is very “intangible” matter, try to make it more ● physical We're not all “building sites” ● Comparison with other softwares is ok, if “under ● control” Give a reference. ● 17
  18. 18. Some Keywords Web web 2.0 Innovation content management Sites Intranet Collaborative framework Zope3 adaptor 18
  19. 19. Who you're talking to (1) Pragmatist Innovator ● ● Will not trust you Will support – – Will ask for a Will invest – – smaller (then smaller) Will listen – (then even smaller) project Plone is quite innovative! 19
  20. 20. Who you're talking to (2) Consultant/technical CTO profile ● ● Interested in knowing Variable profiles – – more Focuses more on the – Focuses more on the product – framework Wants to go deeper in – Wants to go deeper in – testing You testing the software Plone is a very good product 20
  21. 21. ... cool I created some interest Next appointment 21
  22. 22. Demo 22
  23. 23. Demo... is all about preparation a)General software presentation b)Live demonstration c)Indepth: Q&A d)Larger group demonstration 23
  24. 24. General presentation - Overview Overview ● General description – Base functionnalities – Zope – Python – Other nice things that you love (at your own – risk) 24
  25. 25. General presentation - MoreInfo Licence ● Roadmap ● Community ● ... something that the person you're ● talking to will love 25
  26. 26. Common pitfalls ZODB (historically most famous pitfall) ● Versions mayhem (Zope2, Zope3, Five, CMF, ...) ● Hosting ● (add yours here) ● 26
  27. 27. Live demonstration Prepare, prepare, prepare ● Use scenarios if possible (if provided) ● Pre-populate with contents and users ● Take your time, don't rush, stay in the UI ● Starts with the basics ● 27
  28. 28. Plone live demonstration tips Leverage the importance of the extra-cool ● super-usable Plone UI Show the “how”, not only the “what” ● Focus on the default not on possible ● customizations 28
  29. 29. Q&A time Even more difficult phase ● Very important for trust-building ● Praparation again is important but more difficult ● In depth of strenghts and weaknesses ● Some questions could be (already) about ● market, competitors, references... 29
  30. 30. Q&A on Plone tips Do not avoid telling everything about Zope ● Python, if well presented, can be a plus. ● Market and competitors ● Where do Plone rocks? – (not, not on everything, sorry) Which are its main competitors? – References, numbers... (in your head) – Attend all sessions you can during this conference! 30
  31. 31. Proposal work 31
  32. 32. Proposal work - Do not do it alone! ... write, rewrite, sweat, improve (with ● your staff and the champion) Listen – Train – Improve – Listen – Improve – ... – 32
  33. 33. Competitive strategy Requires defined and clear evaluation criteria Frontal Flanking ● ● 33
  34. 34. Plone Strategy Tips Default, simple ● Leverage Plone power and flexibility here ● Single solution, not a collection ● Avoid the “all included/not included” trap ● 34
  35. 35. Value Proposition 35
  36. 36. Value proposition The bigger the project the more formal ● Aimed to the economic buyer ● Focus on ● Metrics – References – 36
  37. 37. Metrics examples Time to publish ● SEO ● ... ● 37
  38. 38. Building a value proposition for Plone Scarce formal material, yet ● Plone.net helps ● Mostly based on own data and experience ● References are also provider-depended ● 38
  39. 39. Then... repeat Final discussion ● Formal purchase order ● Implementation ● ... and repeat. 39
  40. 40. Thanks! francesco@reflab.com 40
  41. 41. What's next? 41
  42. 42. 42 slide nd See more in evangelism ML ● Friendly competition in marketing/sales? ● Support for Marketing ● Q&A 42
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