How do you shop around for your software?

[Alta Murray]

Hi everyone,

I am busy with a whole marketing plan for our software, and have come to the realization that having an unique strong product, is not enough. I need to get it out there, but I am not sure how people actually shop for their software unless it is by word of mouth or one-on-one meetings.

Personally, I would not buy a software package from the Internet as I just feel that it is high risk. Perhaps I am just being old school?

I would love to have your input on this. What channels do you follow? Are you off to the shop, do you surf, do you read mag's to catch up on the new trends out there, or do you want to phone a friend?

Please help, I am a complete novice when it come to marketing, and thank you to all of you who have been assisting me in this so far.

[Karenwhe]

Hi everyone,
Personally, I would not buy a software package from the Internet as I just feel that it is high risk. Perhaps I am just being old school?

That is why a lot of people that know and believe their software can delivery on what they say it can do, give 100% money back guarantee for a period of time.

This will enable people to buy the software without risk.

The problem is that the software must really do what it says it can do.

Then you have the option of demo, for people to try or trial versions.

If they like they will buy. If they don't buy you may at least use forms to ask them to give you feedback what they liked what they didn't. This will give you real feedback from your market segment that will not only help you build better software but also better understand you client/customer/potential customer requirement. Imho, this is worth more than gold of money as you can build something that everyone will want to buy plus give you a base of people to talk to about your product that are interested [that is why the tried it in the first place].

Maybe if you give us more details about what industry the software is in we can give more comments.

Hope this helps.

P.S. You say "unique strong product" who said that? If the company that developed it, you may find all bets are off. If a consumer/customer base said that you may just hit a home run with the product. Because it is not about a product or service to sells - it is about selling something that the people need and/or want and think it is great.

[Dave A]

I suspect this is the business related software Alta discussed in the Changing Face of Marketing thread.

My input on a business related product is pretty much laid out there, but I think getting people's comments across a broader range would be interesting too.
How about Anti-virus programs?
Graphics programs?
Just the broader range.

I know that I'm definitely influenced by what I read in subject matter related communities.

For example, I use Smart FTP based on what I've read on various webmaster sites. Same goes for Anti-virus too, come to think of it. AVG or Kaspersky seems to be the products with "popular support" amongst folk whom you would assume would have a pretty good idea.

Virtually everyone that reads this surely buys/acquires software. What influences your decision?

[Karenwhe]

Thanks Dave, I didn't read that post.

And now that I understand more. I have to say a lot less .

The recommendations in that books have been brilliant, but if you are in IT, I hope you read

Trout starting with: Jack Trout on Strategy (the rest of his books are also extremely good and valuable)

Crossing the Chasm by Geoffrey A. Moore - an ABSOLUTE MUST to start with for ANYONE in IT.

Inside the Tornado - by Geofrey Moore. also brilliant a lot to learn from it.

And Tom Peters stuff (though some can't swallow his stuff he has some brilliant stuff if taken in context.

And my favorite for SMBs: Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition by Jay Abraham - it has software case study.

IMHO, your industry is not as easy as one may think. Actually much harder than most to grow to big levels.

And from here I will just have to reserve my right to "remain silent" before someone will sue me, because I actually worked in this industry and someone may think I am giving away their strategies. So excuse me if I duck .

But those books are highly and warmly recommended.

[Alta Murray]

Just remember -- your input is a 100% more than I had before I posted this threat, so rest assured every input helps! Thank you so much for taking the time to help out, every bit of information is digested and important.

Laugh your head off, but on a UK Masters degree level they liken marketing with war strategy, and I have been very quick on the uptake! War strategy is something I understand and I am leaning strongly towards the old Chinese Masters.

However, at this stage we don't have any competition, so I will leave my diabolical plans for the day that we do & concentrate on the recommended books.

And don't worry, software is an easy hit, I admire what you do, that really looks hard!

[Karenwhe]

However, at this stage we don't have any competition

That is a very worrying statement. Because it either means you are building market, which takes mega millions or there is no market. If you are in any type of business process, ERP, accounting software no mater what features and functions you have you have competition and it is not at functionality level but mind-share.

If there is really no competition, then you have to build the concept in the minds of the consumers/clients, in other words you are building a market where one is none existent. That also takes multi mega bucks and you need an "enabler" without an "enabler" you either won't cross to mass market or someone else will use all your marketing efforts when they have the "enabler" and will do it in your place.

[This has happened more than once before in the software industry with startups that were "early to market" and didn't realize it early enough, by the time they realized it...... the so call none existent competition took a ride on their marketing and took the market in 1 year and the startup disappeared. And they didn't even do this with a better product.]

Competition is not about features and functions but about mind-share.

In other words, what is the first company you think of when you think sports shoes.......XYZ.

What is the first company you think of when you say: "web analytics" some say GoAn some say AWS.

So, what is the first thing that comes to mind when you say XYZ (whatever you software is e.g. accounting, ERP etc). If the answer is nothing, you are building market. If the answer is XYZ, you have competition.

All the above of course is null and void if one wants to stay small niche boutique software house.

Also a side note. Mind share in B2C is even more important than in B2B.

Hope this helps.

[Alta Murray]

Hi Karen,

No, I really mean it when I say I don't have competition, and I am most familiar with the last to come first principle, & the last thing you want to be is a market leader. Boy, my father has been warning me about that from day one, and have passed many a case study on. However, my software is patented so that does offer some protection, but also think of old Shuttleworth or Bill Gates who can serve as a case in point.

I know one of the guys who worked for Microsoft from the start, he even published a book, and he was offered shares in this teeny weeny company, suffice it to say that he was retired before he was 40 & is now following his own passion which is being a newspaper editor! Bill Gates really kept on looking over his shoulder for the competition to come after him, yet it never happened. So I do think we are living in a changing time period where perhaps that which was valid in the previous generation, and is still preached today in text books, might not be applicable today. Just a thought.

But you really made Jakes think -- I read one of your mails out loud in the office. He mulled over it the whole day and came to the conclussion that clients might not be so impressed with the fact that we give T-speed access over the Internet, they might not even be interested in the fact that we don't make use of the normal channels to get you hooked up. All they can appreciate is the speed and they won;t give a ding-dong about how we did it.

I understand what you say though, and I keep that in mind constantly, therefore the only solution is to move very very quickly, so that you are the brand name before the followers move in with their generic products. Pepsi has to date, despite throwing everything at the problem, from bottling and logistics to advertising and marketing, not been able to overtake Coke, so it can be done.

If i think of my software I think of the software running in an ICU, so I guess that doesn't count. Intellectual property is a very strong suit, but I do foresee that more and more people will catch on and ride the wave eventually.

It really sucks at times to be ahead of the pack, for when I started out i had a lot of financial people saying it can not be done, and it is a very lonely and isolating experience, but so what? Thanks for warning me about the dangers, I really needed to hear it again, and will need to hear it again in future!

I can not thank you enough for your input!!

[Alta Murray]

Oh, your a life saver! Perhaps I should have mentioned the previous thread? Thanks again.

[Alta Murray]

Dave, where is Chathead? I don't see him around at the usual places and I am getting worried, he is usually in the thick of things.

I have a thought on marketing, but it is like an image that I can grasp and feel, and then it fades out again -- I am not really sure yet, but here goes:

I know that I am a very good teacher and I love interacting with people and simplify abstract and advanced concepts, so why not use that in my marketing?

What about a seminar on Financial and Business Management, using my software as an educational tool? To my thinking every business owner walks away with something and I get to do my marketing at the same time with no cost?

Also the long term plan is to put out franchises across the country, haven't thought it completely through yet, but aren't you in Durban? Why can't you do this too once Gauteng is up and running? I can train you, you already know a lot and once you have finished your MBA book, the sky is the limit! and you don't have to buy into the franchise, we can work out something else.

I knew my military strategy will come in handy! We shall fight them on the beaches....

A franchise is just something that you do to make extra money out of supplying the franchise with anything from office furniture to stationary at a profit. Easy money if you have an unique product.

Also I feel that we both are in business to really help and make a difference, business with a liberal humanitarian slant will be a first as well.

You chew on that.....

[Dave A]

Dave, where is Chathead?

I suspect he's busy but he's logged in within the last 24 hours, so he is still alive.

If there is something you want to bump him on, send a PM. It'll generate an email notification too

Also the long term plan is to put out franchises across the country, haven't thought it completely through yet, but aren't you in Durban? Why can't you do this too once Gauteng is up and running? I can train you, you already know a lot and once you have finished your MBA book, the sky is the limit! and you don't have to buy into the franchise, we can work out something else.

Nothing wrong with exploring possibilities.