This document provides lessons from a small independent software vendor (ISV) about what it takes to create and market a software product. It discusses focusing on developing "diesel engine" products that provide steady value over time in well-defined, large markets. It also emphasizes the importance of marketing from first contact to decision, designing for the "first wow" experience, and paying attention to responsive communication and automating routine tasks. The key lessons are to have a product with clear value, focus on marketing, care about customer experience over brand, and improve the experience from first contact to enthusiastic usage.

1. A Year in the Life of an ISVReal world lessons about what it takes to create & market a software product

2. Being an ISV RocksClarity on requirements for successFlexible hoursHighly empowered

3. Who We AreSmall Independent Software VendorYoung CompanyStarted Development Feb 2008Public Release June 2009Product Division of Consulting CompanyeSymmetrix founded in 2000Engineers, not Sales People

4. But It’s not ConsultingYou can’t convince them you’re rightNo one cares how your code works insideNo partial credit

5. Diesel Engine ProductsSteady Value over TimeCloser to the Money the BetterWell Defined, Large MarketsA solid answer for “Why You”

6. Pricing – Your Market Set ItRanges by AudienceConsumer / Impulse Buy Market (<$99)Professional Market (<$500)Business Market ($300 to Infinity)Make your Productworthy of the PriceMore Expensive = BetterPeople are used to paying certain amounts

7. Pricing – Don’t Sell Yourself ShortBiggest Mistake is to go lowIf you’re better, charge moreBased on where you will be 18 months outLay out a family of related optionsConsumers like buy upsConsumers like 2-3 choicesCreate a structure for experiments

8. Pricing – Consumer MythsFew Well Informed CustomersCustomers Don’t Cross Shop“If it only did…”

9. Marketing MarketingMarketingMetric & Monitor First Contact to DecisionThe Right TrafficReach Out at Every OpportunityAsk for the Sale

10. The Internet

11. Get Anyone’s Attention

12. It’s Not about YouPeople have distinct, strong preferencesBe where they are: Accessible EverywhereProject your Values

13. Steady Growth

14. Design for First WowPeople decide fastDeliver value in small increments Look at every bump between first hit & first wow and sand them down

15. Support ToolsSupport Ticket / Defect TrackingLive ChatDesktop SharingLightweight CRMWeb Metrics that Matter

16. Things to IgnoreBrand BuildingFancy Web SiteeCommercePipelineBusiness Operational Scalability

17. Things to Pay Attention ToResponsive Communication SystemsAutomate or EliminateRoutine TasksEvery Bump fromFirst Hit through First WowWhy people tell you they bought your product (and why they didn’t)

18. Critical Lessons LearnedHave a Diesel Engine ProductMarketing MarketingMarketingWorry about Values,not BrandFirst Hit to First Wow

19. Additional Information:Websiteswww.GibraltarSoftware.comwww.eSymmetrix.comFollow UpKendall.Miller@eSymmetrix.comTwitter: kendallmiller