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Marketing Open Source Software

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Most of us know that Open Source is a viable business model - but how does one market an Open Source product? This talk will provide insights for OSS vendors, contributors, associations and investors.

Published in: Business, Technology
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Marketing Open Source Software

  1. 1. Marketing Open Source Software Be open and successful
  2. 2. Presented by Sandro Groganz Independent consultant: Open Source Marketing Founder: InitMarketing e.K. Bio: VP Marketing, Mindquarry VP Communication, eZ Systems
  3. 3. 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:
  4. 4. This talk might be of help to everyone who wants to make money with products being or based on Open Source software
  5. 5. 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
  6. 6. if($ready == true){ next_slide(); }
  7. 7. What is Open Source marketing?
  8. 8. Marketing Open Source products the Open Source way
  9. 9. The dark side of marketing
  10. 10. “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)
  11. 11. The bright side of marketing
  12. 12. “Markets are conversations.” (The Cluetrain Manifesto)
  13. 13. Any side of marketing
  14. 14. World-wide word-of-mouth marketing People regard peers as the purest form of accurate information
  15. 15. Marketing to social networks
  16. 16. Stakeholders Individuals Organizations Communities Developers Companies OSS projects Designers Partners Scientists Bloggers Not-for-profits ... Newbies GOs Journalists Media Corps ... ...
  17. 17. Open Source marketing is about peer-to-peer, horizontal communication among multiple persons and groups with various roles
  18. 18. The big picture and small details
  19. 19. 1. Marketing Strategy
  20. 20. 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
  21. 21. The 4 C’s 1. Corporation 2. Customer 3. Competitors 4. Community
  22. 22. 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)
  23. 23. Positioning
  24. 24. Vendor-driven ecosystem
  25. 25. Community-driven ecosystem
  26. 26. Product Licensing
  27. 27. Strategy Elements Market trends | Competitive analysis | Window of opportunity | Benefits of Open Source | Product portfolio | Product features | Support and services | Sales | Pricing | Conversion rates | Marketing | Partner program | Community building | Thought leadership | Corporate culture
  28. 28. 2. Marketing Plan
  29. 29. Product Pricing Promotion Place People Process Physical evidence Personalization Participation Peer-to-peer
  30. 30. Plan Elements Tasks | Milestones | Budget | Team | Benchmarks
  31. 31. Pieces of Wisdom
  32. 32. Be BOLD
  33. 33. Talk about what you do Have an opinion, share expertise Don’t please everyone
  34. 34. $ave money
  35. 35. Flee advertisements Keep printed brochures simple Avoid multilingual corporate Web site
  36. 36. Do it!
  37. 37. Do it and adjust as you go Ask others for advice Keep it simple, stupid
  38. 38. Be o p e n
  39. 39. Share all product-relevant information Do favors to people Join peer groups
  40. 40. Questions ?
  41. 41. Thank you! www.initmarketing.com
  42. 42. Credits • Chess board: http://flickr.com/photos/waponigirl/ 162798520/

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