Tag Archives: software

software entrepreneur

Confessions of a bad software entrepreneur

If you read blogs and forums and go to conferences you will soon pick up that there are a number of recommended ‘best practices’ for being a successful software entrepreneur. I don’t conform to many of them:

SaaS product

No. Both my products are desktop based.

B2B market

Not really. Most of my customers are consumers.


No. I bootstrapped the business from my own savings.

Subscription model

No. My licences are a one-time fee.

Beautifully designed responsive website

No! www.perfecttableplan.com converts well, but it is certainly not beautiful or responsive (a new website is on the way though).


No. Just me.


No. I have delegated bookkeeping to my lovely and talented wife (who also proof reads this blog) but I don’t have any employees or virtual assistant and do the vast majority of things myself, including all the marketing, sales, programming, documentation and customer support.

Drip email campaign

No. One day perhaps.


Not really. I like variety. I have 2 products under active development and also do some consulting and training.

Social media campaign

No. I have long since given up on Twitter and Facebook as marketing channels.

Mastermind group

No. I do talk with my peers in forums, at meetups and conferences, but not in any structured way.

Started young

No. I was pushing 40 when I started my entrepreneurial career.

Endless growth

No. I can’t really grow the business much more without taking on staff or becoming a workaholic. But I am happy just to maintain the current level of sales. [1]

Exit plan

No. I haven’t given it any real thought. I am quite happy doing what I’m doing.


My one-man software business has made me a nice living doing a job I enjoy for more than 10 years. So I guess I must be doing something right. There is no ‘one true way’ to be an entrepreneur. If you have a good product with good support and good marketing, most other things are optional.

[1] Added after suggestion by Tom Reader.

Technical Debt

Software products tend to build up ‘technical debt’ over time. Every bad decision, kludge and shortcut made to ‘just get it working’ makes the product more brittle and harder to change in the long run. Technical debt is very hard to avoid unless you know exactly what direction your product will take in the future (unlikely) and you can guarantee that the platform and libraries you build it on won’t change (even less likely). Like real debt, the longer you leave it, the worse it gets. Every so often you need to repay the debt if you want to keep your product healthy. Otherwise it will gradually degenerate into a Big Ball Of Mud.

My seating plan software has been developed continually for over 10 years now. I have done regular refactoring over that time to keep technical debt to a manageable level. For example, early versions of PerfectTablePlan were a bit lax about how memory was managed in the genetic algorithm. This shortcut wasn’t a big deal when the genetic algorithm was solving seat assignments for a few hundred people. But it became a performance issue when it was solving seat assignments for thousands of people. So I had to do a significant rewrite of the genetic algorithm. For PerfectTablePlan v6 I am going to have to rewrite all the remaining code that uses Qt3 classes, so that I can switch the codebase fully to Qt5. Oh joy! Thank goodness for the strong typing in C++. If I can keep the technical debt in check, perhaps people will still be buying PerfectTablePlan in another 10 years.

Technical debt is an inevitable consequence of the fact that software products are a ‘work in progress’ (including the software you are building on top of). The fact that software is never really ‘done’ can be frustrating, but it has its upsides. I was recently in the French mediaeval city of Laon, looking at their beautiful cathedral. I noticed that there were four and a half windows at one end of the transept. Four and a half? On further inspection it was clear that the builders had changed their mind part way through the build and then tried to cover up their mistake. It is still visible some 700 years later. At least we get the opportunity to correct our mistakes and our customers usually never know…

technical debt

It’s great to be in the software products business

hard at work on my software businessThose of us who own software product businesses sometimes grumble about what a difficult business it is. Although its indoor work with no heavy lifting, it has it’s frustrations: software piracy, customers who moan about paying a whole $0.99 for thousands of hours of work, buggy third party software, RSI, chargebacks and the catastrophic consequence of accidentally offending the great god Google, to name but a few.

But reading Kitchen Confidential brought home to me just what a hard business it is to run a restaurant. You have to make a major financial outlay to fit out the restaurant and kitchen. You have rent and staff salaries to pay every month, regardless of whether customers come or not. Staff turnover is generally very high in the catering business, so you are continually having to hire new staff. You have to deal with drunken, unreasonable and dishonest customers. Possibly also drunken, unreasonable and dishonest staff, who have ready access to sharp knives and boiling liquids. Theft by staff can be a real problem. You have highly perishable stock. If you don’t order enough, you have to turn people away. If you order too much, you have to throw away the excess or risk poisoning your customers. You have endless deliveries from suppliers, which you have to check to ensure they are the correct amount and quality. You have to keep the restaurant clean. Extremely long hours are standard. Even if you are doing well, you can’t seat more people than the restaurant can physically hold. A restaurant that has to turn people away Fridays and Saturdays might be empty on Monday. And success brings its own problems as you can only increase the scale of the operation by expensive and disruptive  measures such as opening a new restaurant or moving venue. The relentless overheads of staff, rent and stock mean that cash flow is a huge issue. It’s no wonder that restaurants fail so frequently.

Running a software product business is pretty cushy by comparison. You can start your own software product business with just a PC and a generous dollop of time. Nearly all the issues related to manufacturing, suppliers, stock and shipping go away when you are dealing with electrons rather than atoms. If you do make a mistake, you can usually put it right just by making another release. The worst a disgruntled customer is likely to do is post a snarky comment on a forum or send you a nasty email. High margins and low overheads means that cash flow is much less of an issue than for most other businesses. Software businesses also scale much more easily than other businesses. You aren’t tied to a particular location and don’t even need to rent an office building (billion dollar company Automattic has a fully distributed workforce and no company office).

The software business is a great business to be in!


7 Reasons Software Developers Should Learn Marketing

1. Improved career prospects

The intersection of people with development skills and marketing skills is pretty small. Being in this intersection can only help your career prospects.

development marketing skillsAlso an in-depth understanding of software is very helpful when you are marketing software, compared to a marketer who doesn’t really understand software.

2. It’s not rocket science

The basics of marketing boil down to:

  • Find out what people want/need/will pay for.
  • Get people’s attention cost effectively.
  • Communicate what your product does.
  • Choose the right price.

None of these things are as simple as you might think, if you haven’t tried them. But its not rocket science to become competent at them. Hey, if the average marketing person can do it, how hard can it be? ;0)

3. Less reliance on marketing people

If you don’t have any marketing skills then you are completely reliant on your marketing people to do a good job at marketing the software you have poured your soul into. Are you comfortable with that? How do you even know if they’re doing a good job?

4. Number crunching

Developers tends to be well above average in their analytical and mathematical skills. Online marketing tools such as Analytics, AdWords and A/B testing generate vast amounts of data. Being good at crunching numbers is a big bonus for some aspects of marketing.

5. It’s interesting

When I started out as a professional developer some 30 ago, the thought of being involved in the sordid business of marketing would have appalled me. But, as I have got more and more involved in the marketing side of things, I have found it really rather interesting and creative. There is a lot to learn, including: pricing, positioning, customer development, segmentation, partnerships, email marketing, SEO, AdWords, social media and conversion optimization. I think of development as hacking computers and marketing as hacking humans.

6. Diminishing returns on development skills

The more time you spend as a developer, the better you are going to get at it. But you will run into diminishing returns. E.g. you won’t improve as much between your 9th and 10th year of programming as you did between your 1st and 2nd year. Learning a completely new skill avoids diminishing returns.

7. You’ll need it if you ever start your own software business

If you ever start your own software business you will quickly find that marketing skills are at least as important as development skills. So it’s a huge plus if you already have some marketing chops. Even if you have a VC sugar daddy who is going to give you enough money to hire marketing staff, you’ll still need some marketing skills to know who to hire.

If you are employed as a developer full time, I recommend you jump at any chance to get involved in marketing or go on a marketing course. I also run a training course for people wanting to start their own software business that includes a lot of material on marketing.

‘Start your own software business’ training course 2015

trainingI am planning to run my ‘Start your own software business’ training course again this year, probably in September. It is an intensive weekend course, at a hotel in my home town of Swindon (in the UK). It is aimed at people who want to start (or at an early stage of starting) a software company selling desktop or web software. It builds on my 10 years of experience running my own software company and consulting to other software companies. It’s the course I wish I had attended when I started my business.

I know a lot of courses are online now. But I think you get more from face-to-face training. More intensive. More interactive. Less distractions. Also you get to meet other people in the same boat. I have run the course twice before and the feedback was very positive. You find out more and read comments from previous attendees here.

Fill in the form on the training page if you are interested. I am happy to answer any questions in the comments, by email or on twitter.

The mystery of the Chinese downloads

A spider (probably not Chinese)It’s a good to idea to regularly look through the logs of your website. You’ll often find something interesting. In March 2013 I was looking through the web logs for my seating planner software and I noticed the number of downloads of the Windows version of my software had gone up by a factor of 5, compared to the previous month. Everything else stayed pretty much the same:

  • The number of visits to the download page hardly changed.
  • The number of completed Windows installs hardly changed.
  • The number of downloads of my Mac installer hardly changed.

Odd. On further investigation it turned out that a number of Chinese IP addresses were downloading my Windows installer again and again. My software is not localised into Chinese and I get very few sales from China. Also there were no installs from these IP addresses (my software puts up a ‘thank you for trying’ page when it is first run). It was a substantial increase in bandwidth, but not enough to be a serious denial of service attack. Very odd.

I am on an unlimited bandwidth hosting contract so I wasn’t paying for the extra bandwidth. But I was worried that the volume of requests would slow down my web site. So I put a .htaccess file in the downloads directory to block the worst offenders.

After a few months I got the bandwidth from China down from ~30GB per day to ~100MB per day. I have been playing this game of ‘whack a mole’ every since. Currently I have some 1700 Chinese IP addresses blocked.

downloads per month

PerfectTablePlan for Windows downloads per month 2013/2014

As an example I recently blocked IP, which was downloading PerfectTablePlan around 20 times per day, but never visiting a page on my website.

Here are the logs from one day (via Web Log Storming), picked at random before I blocked their IP:

logsAnd here is one of those records in more detail:

logWeb Log Storming classifies it as a ‘spider’.  whois.domaintools.com says the IP belongs to ‘China Mobile Communications Corporation’. The IP is not listed on projecthoneypot.org and I wasn’t able to find out any more from casual Googling.

To block the this IP I just added this line to my .htaccess file:

Deny from

But it is a bit of a nuisance to keep having to do this.

Other software companies are having similar issues. But I haven’t come across any compelling answers about why this is happening. Perhaps it is a way of masking some other nefarious activity? Does anyone have any idea what is going on?