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

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

2. Being an ISV Rocks Clarity on requirements for success Flexible hours Highly empowered

3. Who We Are Small Independent Software Vendor Young Company Started Development Feb 2008 Public Release June 2009 Product Division of Consulting Company eSymmetrix founded in 2000 Engineers, not Sales People

4. But It’s not Consulting You can’t convince them you’re right No one cares how your code works inside No partial credit

5. Diesel Engine Products Steady Value over Time Closer to the Money the Better Well Defined, Large Markets A solid answer for “Why You”

6. Pricing – Your Market Set It Ranges by Audience Consumer / Impulse Buy Market (<$99) Professional Market (<$500) Business Market ($300 to Infinity) Make your Productworthy of the Price More Expensive = Better People are used to paying certain amounts

7. Pricing – Don’t Sell Yourself Short Biggest Mistake is to go low If you’re better, charge more Based on where you will be 18 months out Lay out a family of related options Consumers like buy ups Consumers like 2-3 choices Create a structure for experiments

8. Pricing – Consumer Myths Few Well Informed Customers Customers Don’t Cross Shop “If it only did…”

9. Marketing MarketingMarketing Metric & Monitor First Contact to Decision The Right Traffic Reach Out at Every Opportunity Ask for the Sale

10. The Internet

11. Get Anyone’s Attention

12. It’s Not about You People have distinct, strong preferences Be where they are: Accessible Everywhere Project your Values

13. Steady Growth

14. Design for First Wow People decide fast Deliver value in small increments Look at every bump between first hit & first wow and sand them down

15. Support Tools Support Ticket / Defect Tracking Live Chat Desktop Sharing Lightweight CRM Web Metrics that Matter

16. Things to Ignore Brand Building Fancy Web Site eCommercePipeline Business Operational Scalability

17. Things to Pay Attention To Responsive Communication Systems Automate or EliminateRoutine Tasks Every Bump fromFirst Hit through First Wow Why people tell you they bought your product (and why they didn’t)

18. Critical Lessons Learned Have a Diesel Engine Product Marketing MarketingMarketing Worry about Values,not Brand First Hit to First Wow

19. Additional Information: Websites www.GibraltarSoftware.com www.eSymmetrix.com Follow Up Kendall.Miller@eSymmetrix.com Twitter: kendallmiller