roetzhei@sdsu.UUCP (William Roetzheim) (08/24/88)
I have written an IBM-PC based project management program specifically designed to manage software development projects. The program implements the theories described in my book "Structured Computer Project Management" (Prentice-Hall, 1988). The program is significantly different (fact) and better (opinion) than existing project management software, and includes features such as financial modeling of the project (predicted cash flow, return on investment, etc.), risk analysis and modeling, software specific cost estimating and design to cost, etc. I am satisfied that the software itself and the user manual to go with it are both well written. Now my problem. Everyone tells me that to market this software will require something like $500,000 up front for publicity. I don't have this kind of money and don't have a line of venture capitalists beating a path to my door. Isn't it possible to bootstrap myself. By this I mean, get some free publicity, sell some software, use the procedes to pay for some more publicity to sell more software to . . .? Has anyone out there had any luck doing this? Any suggestions? Any ideas how to get free publicity (alright, I suppose this posting could be called free publicity 8-) 8-) ). Should I use part of my very limited personal resources to send copies of the software to columnists/magazines who are likely to simply throw it away? Any suggestions would be appreciated. William H. Roetzheim 3891 American Avenue La Mesa, CA 92041
john@jetson.UPMA.MD.US (John Owens) (08/24/88)
In article <3128@sdsu.UUCP>, roetzhei@sdsu.UUCP (William Roetzheim) writes: > Isn't it possible to bootstrap myself. By this I mean, > get some free publicity, sell some software, use the procedes to pay for > some more publicity to sell more software to . . .? You could try the shareware approach; it's certainly been successful enough for ARC and PK to have a lawsuit over it! Put versions of your software in appropriate public places (BBSes, national BBS-like systems, etc.) Make it obvious when the program is run that this is an unregistered copy, and to get a "real" copy, guaranteed to be the newest version, plus a wonderful-looking typeset manual (it is typeset, or at least nicely laser-printer in proportional fonts, isn't it), send $xx (or even $xxx) to you. You could also take the similar approach of posting limited-capability "demo" versions to the same places, but this is more often frowned on, and tends to generate a negative public image. Good luck! -- John Owens john@jetson.UPMA.MD.US SMART HOUSE L.P. uunet!jetson!john (old uucp) +1 301 249 6000 john%jetson.uucp@uunet.uu.net (old internet)
warren@psu-cs.UUCP (Warren Harrison) (08/26/88)
It all depends what you want out of the deal. There are lots of ways to get
free or low cost publicity for your product. I'll mention them from most
effective to least effective - I've done all these for my software, so I
can only relate my experiences, but I think they're representative.
(1) Product Reviews in a magazine. This is by far the most effective way
to get your product known (if it is a good review). The approach I
have found the most useful (if your product is unique, which I think
yours is) is to send a press release to the editors of every magazine
you can think of (see #2). If the product looks interesting, they'll
call you about a review copy (sometimes). You're safer of course
if you just send out free copies to magazine editors and/or reviewers.
Probably 1% of the recepients will even look at your software, but the
last time PC-Week reviewed one of my programs, we probably got 100 or
so orders out of it (consider a normal month for us is 30-50 orders).
If you get your documentation in lots of 500 at a time (the most
cost effective), it probably costs less than $5-$10 to send out a
review copy. What's even better is that after a magazine has reviewed
your product you can send out copies of the review with your literature
when someone calls for info. This ads credability and helps make up
for the crummy brochure you're bound to come up with during the first
year of business (see #3).
(2) Press releases in magazines. Write up a press release and send a
copy (or three) to every name you can find inside the cover of
every computer magazine you can think of. These folks get hundreds
(really) of press releases every month, so don't expect everyone
to run your product announcement, but if one or two do, it could
result in some sales. More importantly, it continues to add to the
credibility of your product. The thing most buyers are afraid of is
getting ripped off. This helps show that your product really exists
and they're not sending their money down a black hole. Go to a
library at a nearby college and check out their journalism texts.
They can help you write a press release.
(3) Low cost ads in magazines. Computer Language and Dr. Dobbs both have
"Programmers Marketplace" sections as do Programmer's Journal,
Micro Cornucopia, etc. Rates can run from $100 to $400 a month for
a 1/9 page ad. They're not as effective as a full page color as
on the cover, but do you really want to spend $5000 for a one shot ad?
As a bonus, most of these places will typeset your ad for you ...
doing this for the full page ads can cost almost as much as the ad
itself. We commonly get about 40-50 reader service inquiries a month
off each of our ads. Remember, you still have to sell these people
once they make an inquiry, so you'll have to have some brochures or
other literature on hand to send to people when they request more
information. Again, if you have a copy of a review from a known
magazine to send with the literature, it really helps.
As to start up cost you can figure documentation and binders for the
documentation. Brochures, and money for some low cost ads, as well as
actually setting up the brochurs, documentation and ads (if the mag won't
typeset them for you). The costs can vary quite a bit, depending on how
much documentation, etc. you need. You will also need an actual business
phone line (your residence line won't hack it). When someone sees a
product announcement or review that lists your company's name but not its
phone number, you want a potential customer to be able to find it by calling
information. Also, you want someone to answer the phone during the day.
You can use an answering machine once in a while, but if a person gets a
machine day after day, every time they call, they can't help but suspect
your technical support will be a bit weak.
Feel free to send me mail if you have specific questions. I know you can
do it, because I have. I'll never get rich off it, but it does tend to
pay for my toys (like my Porsche and my 386). Just make sure you have
another job to live on.
By the way, I tried it via the shareware route first and have concluded that
unless you have a product that everyone that owns a PC would use, you're
wasting your time. Less than 5% of the users of shareware actually pay
the full registration price, but many of the overhead costs are still
there, like legal fees, banking charges, postage, etc.
Warren Harrison