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.

1. Marketing
Open Source Software
Be open and successful

2. Presented by
Sandro Groganz
Independent consultant:
Open Source Marketing
Founder:
InitMarketing e.K.
Bio:
VP Marketing, Mindquarry
VP Communication, eZ Systems

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:

5. This talk might be
of help to everyone who wants to
make money
with products
being or based on
Open Source software

6. 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

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8. What is
Open Source marketing?

9. Marketing
Open Source products
the Open Source way

10. The dark side
of marketing

11. “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)

12. The bright side
of marketing

13. “Markets are conversations.”
(The Cluetrain Manifesto)

14. Any side
of marketing

16. World-wide word-of-mouth marketing
People regard peers
as the purest form of
accurate information

20. Marketing to social networks

21. Stakeholders
Individuals Organizations Communities
Developers Companies OSS projects
Designers Partners Scientists
Bloggers Not-for-profits ...
Newbies GOs
Journalists Media Corps
... ...

23. Open Source marketing is about
peer-to-peer, horizontal communication
among multiple persons and groups
with various roles

24. The big picture
and small details

25. 1. Marketing Strategy

26. 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

27. The 4 C’s
1. Corporation
2. Customer
3. Competitors
4. Community

28. 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)

29. Positioning

30. Vendor-driven ecosystem

31. Community-driven ecosystem

32. Product Licensing

33. 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

34. 2. Marketing Plan

35. Product
Pricing
Promotion
Place
People
Process
Physical evidence
Personalization
Participation
Peer-to-peer

36. Plan Elements
Tasks | Milestones | Budget | Team |
Benchmarks

37. Pieces of Wisdom

38. Be BOLD

39. Talk about what you do
Have an opinion, share expertise
Don’t please everyone

40. $ave money

41. Flee advertisements
Keep printed brochures simple
Avoid multilingual corporate Web site

42. Do it!

43. Do it and adjust as you go
Ask others for advice
Keep it simple, stupid

44. Be o p e n

45. Share all product-relevant information
Do favors to people
Join peer groups

46. Questions
?

47. Thank you!
www.initmarketing.com

48. Credits
• Chess board: http://flickr.com/photos/waponigirl/
162798520/