1 / 15

Ten Mistakes µISVs Make

SIC2009 Andy Brice Oryx Digital Ltd http://www.successfulsoftware.net. Ten Mistakes µISVs Make. Introduction. A quick dash through ten mistakes I have seen µISVs make (including myself) Questions at the end. About me. Writing software professionally since 1987

Télécharger la présentation

Ten Mistakes µISVs Make

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.


Presentation Transcript

  1. SIC2009 Andy Brice Oryx Digital Ltd http://www.successfulsoftware.net Ten Mistakes µISVs Make

  2. Introduction • A quick dash through ten mistakes I have seen µISVs make (including myself) • Questions at the end

  3. About me • Writing software professionally since 1987 • Full-time µISV since Jan 2005 • product: www.perfecttableplan.com • Consultant to µISVs • specialising in one day consultations to help µISVs, especially with marketing and usability • Blog: www.successfulsoftware.net • Email: consulting@oryxdigital.com

  4. #1. Too much emphasis on technology • The customer cares about whether you solve their problem • They are a lot less interested in whether you do it in Silverlight or C • Starting with a solution and then working back to a problem is clearly sub-optimal • The answer is not always “more code”!

  5. #2. Only thinking about marketing after v1.0 is released • Everything in the product should be informed by marketing decisions, including: • Features implemented • Platforms supported • Aesthetics • Type of user interface • Licensing • Trial restrictions • Segmentation (e.g. ‘lite’ and ‘pro’ editions) • So make the marketing decisions first!

  6. #3. Insufficient focus • µISVs have limited resources and it is essential to focus them • With focus your product is easier to develop, easier to market and has less competition • You should be able to describe what it does in one sentence • Even small niches can be profitable • There are over a billion people on the Internet!

  7. #4. Lack of a clear message • Your website must make it clear what your product does in a few seconds • Add a big, unambiguous statement of what it does at the top (‘strapline’) • Move large chunks of text to separate pages • Less is more

  8. #5. No obvious call to action • Tell them what to do next • Subtlety is overrated, be bold Download Now

  9. #6. Not doing basic SEO • Organic search is the best possible promotion • Targeted • Free! • Do basic on-page SEO • Page Titles, Page names, Meta tags, H1s, Image titles, etc. • Write good content • Avoid snake-oil salesmen

  10. #7. Using Adwords without understanding or monitoring • Don’t use Adwords unless you are prepared to learn the rules and do a lot of tweaking • Make sure you at least understand: • search ads vs content ads • broad vs phrase vs exact match • negative keywords • geographic targeting • A/B testing of ads • Start with a small daily budget

  11. #8. Not offering a money-back guarantee • People are much more likely to make a decision if they know it is reversible • Refunds don’t cost anything apart from time (through PayPal, anyway) • Customers can get a refund anyway (chargeback), so you might as well offer one • Show the guarantee prominently

  12. #9. Not releasing v1.0 soon enough • The only sure way to know if your product will succeed is to release it • Advantages of releasing early: • Feedback • Cashflow • Motivation • Failing faster • Disadvantages of releasing early: • A lot less than you might think • If you aren’t embarrassed by v1.0, you didn’t release it early enough

  13. #10. Not focusing enough on the initial experience • You never get a second chance to make a good first impression • First 5 minutes is crucial • Your competitor is only a few clicks away • Usability testing is easy (but painful!) • Well explained by Krug in his “Don’t make me think” book

  14. Why you need usability testing

  15. Conclusion • Many of these mistakes are relatively easy to fix, but: • We are often too close our products to see the problems ourselves • None of these problems can be solved by adding more features! • Many of these topics are (or will be) covered in more depth on my blog: • www.successfulsoftware.net • consulting@oryxdigital.com

More Related