A Year in the Life of an ISV


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

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  • Server products start at X
  • 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

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