Download - Marketing Open Source Software
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MarketingOpen Source Software
Be open and successful
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Presented bySandro Groganz
Independent consultant:Open Source Marketing
Founder:InitMarketing e.K.
Bio:VP Marketing, Mindquarry
VP Communication, eZ Systems
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Leading world-wide provider ofOpen Source marketing services
Strategy, planning, implementation
7 marketing experts: USA, Germany, Switzerland, India, Italy, UK
www.initmarketing.com
Some of our customers:
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This talk might beof help to everyone who wants to
make moneywith products
being or based onOpen Source software
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What you will learn
• How to communicate effectively to your audience
• How to market your products and services
• How to successfully execute your marketing efforts
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What isOpen Source marketing?
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MarketingOpen Source productsthe Open Source way
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The dark sideof marketing
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“By the way, if anyone here is in advertising or marketing...kill yourself...you're the ruiner of all things good...you are Satan's spawn, filling the world with bile and garbage...kill yourself.”
(Bill Hicks)
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The bright sideof marketing
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“Markets are conversations.”
(The Cluetrain Manifesto)
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Any sideof marketing
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World-wide word-of-mouth marketing
People regard peersas the purest form ofaccurate information
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Marketing to social networks
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StakeholdersIndividuals
DevelopersDesignersBloggersNewbies
Journalists...
Organizations
CompaniesPartners
Not-for-profitsGOs
Media Corps...
Communities
OSS projectsScientists
...
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Open Source marketing is aboutpeer-to-peer, horizontal communication
among multiple persons and groupswith various roles
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The big pictureand small details
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1. Marketing Strategy
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It’s not about the logo
It’s about thecompass that
guides you
Strategies can change
You want totrack implicationsof what changed
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The 4 C’s
1. Corporation
2. Customer
3. Competitors
4. Community
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Business Models
1. Optimization (e.g. Linux)2. Dual Lizense (e.g. MySQL)3. Consulting (e.g. system integrators)4. Subscription (e.g. Red Hat)5. Patronage (e.g. Eclipse)6. Hosted, on demand, SaaS (e.g. SugarCRM)7. Embedded (e.g. TIVO)
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Positioning
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Vendor-driven ecosystem
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Community-driven ecosystem
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Product Licensing
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Strategy Elements
Market trends | Competitive analysis | Window of opportunity | Benefits of Open Source |
Product portfolio | Product features | Support and services |
Sales | Pricing | Conversion rates | Marketing | Partner program | Community building | Thought
leadership | Corporate culture
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2. Marketing Plan
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ProductPricingPromotionPlace
PeopleProcess
Physical evidence
PersonalizationParticipationPeer-to-peer
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Plan Elements
Tasks | Milestones | Budget | Team | Benchmarks
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Pieces of Wisdom
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Be BOLD
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Talk about what you do
Have an opinion, share expertise
Don’t please everyone
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$ave money
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Flee advertisements
Keep printed brochures simple
Avoid multilingual corporate Web site
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Do it!
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Do it and adjust as you go
Ask others for advice
Keep it simple, stupid
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Be o p e n
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Share all product-relevant information
Do favors to people
Join peer groups
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Questions
?
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Thank you!
www.initmarketing.com
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Credits
• Chess board: http://flickr.com/photos/waponigirl/162798520/