|By Christian Twardawa||
|May 9, 2013 11:00 AM EDT||
Every young software business is different. Yet regardless of niche, competitive pressures or economic conditions, all startups face the same key issues. It's possible to survive those hectic, early years as a bootstrapped business - even thrive during them. All you need is...
1) An idea for a software product that is needed on the market or a product that has passed its first function tests with flying colors. In other words, the market requires products that are great right from the start or that promise greatness.
This leads right into 2) out into the world. In order to put the product onto the digital sales counter, you need an informative website with a web shop. It's often a good idea to outsource the online shop to an external provider for the starting phase, and let them take care of sales in exchange for a low service cost. The benefits are obvious: you don't have to bother with the details of billing, European (or other) value-added tax rules, returns or charging credit cards. Instead, you receive a monthly invoice detailing each transaction. This gives you the freedom to concentrate on your core task - product development.
That's where we come in with tip 3). In the day and age of Google & Co., search engine optimization (SEO) and search engine marketing (SEM) are the easiest and quickest ways to gain range in today's market. Here, too, if you don't have the know-how or resources to start campaigns and to track conversions, outsource your SEM to an external provider. A mid-term goal, however, should be to take care of SEO and SEM within the company. As a side note, SEM is fantastic for sounding out the market potential of a product. If you don't get any hits that's a strong indication that there is no demand for the product, no matter how great it might be. And without venture capital, it'll be difficult to convince humanity otherwise.
To anyone who might think that phase 4) is the perfect time to present the product more actively, at a trade fair, for example - don't do it. It may be a good exercise in confidence and being true to yourself, but it's nothing more than wasted time and money. Big solutions from financially strong, traditional providers dominate these events; solutions with which no one - at least at this time - can compete, even if it's just because of the size of the stand.
With this in mind, consider tip 5): gather your strength for product marketing and invest it in building up your marketing strategy, in good press relations and in whipping company communication into shape. Social media cannot be left out. Rely on the strong, central features of your product and don't lose focus, because the judgment of the online community will strongly influence the success or failure of your product. This community will also leave valuable feedback for improving your product. Keep your eye on good sales and tech support that will act as the "lawyers" representing your customers and their service requests within the company. By doing so, your customers will be happy to help in return with error analysis or beta tests.
What's next, you ask, once your software is established in your region, all rollouts are working flawlessly and the acceptance is consistently high? Then it's time to reach out: EMEA, the Americas and APEC are waiting! In phase 6), it's time to actively expand in different markets, supported by business development managers who know the local marketing and business conventions. Based on your experiences and activity in your local market, your specialists will apply appropriate marketing measures for the target country, flanked by SEM/SEO and PR.
Tip 7) will keep your development team busy, because now it's time to localize your software. Your product should be designed from the beginning so that it can be translated into various languages. Anyone who hasn't thought of that in advance will have his work cut out for him. This phase can, of course, be carried out parallel to or before phase 6.
Keyword and tip 8): now's the time to consistently pursue channel business, that is, marketing through resellers and possibly distributors. You've probably sold through resellers in the previous phases already, but now this should be systematically supervised and established with a partner program, reseller agreements, organization of a retailer network in each region/country, etc. Do you want to hire more staff as well? This is a good time to advance your expansion with channel managers, who can be located at the company headquarters and/or in each region.
In phase 9), you've reached the prime time to send invitations to your customers, resellers and press contacts saying, "We are excited to see you at this year's Cisco live! In London: Hall 5, Stand 7B!" Now it will be worth your while, because people know your products and are talking about them. Now it's easy to stir up interest in potential new clients or marketing partners. By now, you also have the necessary budget and manpower for a professional trade fair appearance.
If, after phase 9, your local business is running smoothly and you believe that local representation would increase customer satisfaction, the acceptance of your products and your sales, then take the chance with tip 10): the branch. With one or more channel managers, you might even already have your first staff on location. Now it's time to build up other functions (presales, support, back office). The framework required for this is a branch, a daughter company, or the like.
Of course, this guideline can't be adopted 1:1 in every situation, but it should help you to set the right priorities. You will gather an abundance of personal experience and will have to make your own unique decisions in every phase. There is nothing more exciting than developing your product ideas into a successful business.
The rise of containers and microservices has skyrocketed the rate at which new applications are moved into production environments today. While developers have been deploying containers to speed up the development processes for some time, there still remain challenges with running microservices efficiently. Most existing IT monitoring tools don’t actually maintain visibility into the containers that make up microservices. As those container applications move into production, some IT operations t...
Mar. 28, 2017 01:15 AM EDT Reads: 3,031
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
Mar. 28, 2017 01:00 AM EDT Reads: 2,336
The IT industry is undergoing a significant evolution to keep up with cloud application demand. We see this happening as a mindset shift, from traditional IT teams to more well-rounded, cloud-focused job roles. The IT industry has become so cloud-minded that Gartner predicts that by 2020, this cloud shift will impact more than $1 trillion of global IT spending. This shift, however, has left some IT professionals feeling a little anxious about what lies ahead. The good news is that cloud computin...
Mar. 27, 2017 04:30 PM EDT Reads: 1,412
By now, every company in the world is on the lookout for the digital disruption that will threaten their existence. In study after study, executives believe that technology has either already disrupted their industry, is in the process of disrupting it or will disrupt it in the near future. As a result, every organization is taking steps to prepare for or mitigate unforeseen disruptions. Yet in almost every industry, the disruption trend continues unabated.
Mar. 27, 2017 04:15 PM EDT Reads: 496
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Mar. 27, 2017 03:30 PM EDT Reads: 2,971
Lots of cloud technology predictions and analysis are still dealing with future spending and planning, but there are plenty of real-world cloud use cases and implementations happening now. One approach, taken by stalwart GE, is to use SaaS applications for non-differentiated uses. For them, that means moving functions like HR, finance, taxes and scheduling to SaaS, while spending their software development time and resources on the core apps that make GE better, such as inventory, planning and s...
Mar. 27, 2017 03:00 PM EDT Reads: 442
As Enterprise business moves from Monoliths to Microservices, adoption and successful implementations of Microservices become more evident. The goal of Microservices is to improve software delivery speed and increase system safety as scale increases. Documenting hurdles and problems for the use of Microservices will help consultants, architects and specialists to avoid repeating the same mistakes and learn how and when to use (or not use) Microservices at the enterprise level. The circumstance w...
Mar. 27, 2017 03:00 PM EDT Reads: 4,312
Everyone wants to use containers, but monitoring containers is hard. New ephemeral architecture introduces new challenges in how monitoring tools need to monitor and visualize containers, so your team can make sense of everything. In his session at @DevOpsSummit, David Gildeh, co-founder and CEO of Outlyer, will go through the challenges and show there is light at the end of the tunnel if you use the right tools and understand what you need to be monitoring to successfully use containers in your...
Mar. 27, 2017 01:15 PM EDT Reads: 1,745
What if you could build a web application that could support true web-scale traffic without having to ever provision or manage a single server? Sounds magical, and it is! In his session at 20th Cloud Expo, Chris Munns, Senior Developer Advocate for Serverless Applications at Amazon Web Services, will show how to build a serverless website that scales automatically using services like AWS Lambda, Amazon API Gateway, and Amazon S3. We will review several frameworks that can help you build serverle...
Mar. 27, 2017 01:00 PM EDT Reads: 2,108
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin, ...
Mar. 27, 2017 11:30 AM EDT Reads: 6,802
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
Mar. 27, 2017 10:30 AM EDT Reads: 3,033
Building custom add-ons does not need to be limited to the ideas you see on a marketplace. In his session at 20th Cloud Expo, Sukhbir Dhillon, CEO and founder of Addteq, will go over some adventures they faced in developing integrations using Atlassian SDK and other technologies/platforms and how it has enabled development teams to experiment with newer paradigms like Serverless and newer features of Atlassian SDKs. In this presentation, you will be taken on a journey of Add-On and Integration ...
Mar. 27, 2017 08:15 AM EDT Reads: 3,195
Culture is the most important ingredient of DevOps. The challenge for most organizations is defining and communicating a vision of beneficial DevOps culture for their organizations, and then facilitating the changes needed to achieve that. Often this comes down to an ability to provide true leadership. As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership abi...
Mar. 27, 2017 05:00 AM EDT Reads: 11,182
The essence of cloud computing is that all consumable IT resources are delivered as services. In his session at 15th Cloud Expo, Yung Chou, Technology Evangelist at Microsoft, demonstrated the concepts and implementations of two important cloud computing deliveries: Infrastructure as a Service (IaaS) and Platform as a Service (PaaS). He discussed from business and technical viewpoints what exactly they are, why we care, how they are different and in what ways, and the strategies for IT to transi...
Mar. 27, 2017 05:00 AM EDT Reads: 6,304
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service.
Mar. 27, 2017 03:45 AM EDT Reads: 3,096
All organizations that did not originate this moment have a pre-existing culture as well as legacy technology and processes that can be more or less amenable to DevOps implementation. That organizational culture is influenced by the personalities and management styles of Executive Management, the wider culture in which the organization is situated, and the personalities of key team members at all levels of the organization. This culture and entrenched interests usually throw a wrench in the work...
Mar. 27, 2017 03:00 AM EDT Reads: 3,113
As software becomes more and more complex, we, as software developers, have been splitting up our code into smaller and smaller components. This is also true for the environment in which we run our code: going from bare metal, to VMs to the modern-day Cloud Native world of containers, schedulers and micro services. While we have figured out how to run containerized applications in the cloud using schedulers, we've yet to come up with a good solution to bridge the gap between getting your contain...
Mar. 26, 2017 09:45 PM EDT Reads: 7,783
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningf...
Mar. 26, 2017 07:45 PM EDT Reads: 9,732
DevOps has often been described in terms of CAMS: Culture, Automation, Measuring, Sharing. While we’ve seen a lot of focus on the “A” and even on the “M”, there are very few examples of why the “C" is equally important in the DevOps equation. In her session at @DevOps Summit, Lori MacVittie, of F5 Networks, explored HTTP/1 and HTTP/2 along with Microservices to illustrate why a collaborative culture between Dev, Ops, and the Network is critical to ensuring success.
Mar. 26, 2017 03:00 PM EDT Reads: 10,720
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Mar. 26, 2017 01:45 PM EDT Reads: 8,731