Tag Archives: startup

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.

Training course update

I ran my second ‘Start your own software business’ course over the weekend of 22/23 March. Here is what some of the attendees had to say:

“I thought I knew most things about setting up and running an ISV but Andy filled in all the gaps and taught me stuff I hadn’t even thought about! I would, without hesitation, recommend this course (which is great value) to anyone thinking of starting a small software company or even an existing company that wants to ensure they give their business the best chance for success. Well done Andy!”
Anonymous (gainfully employed)

Roger Pearson“PC Pro magazine (not easy to impress) gave PerfectTablePlan a glowing review. That gives you some idea of Andy’s talent for programming and marketing. His weekend training program allows the attendees to garner his expertise for themselves and their software projects. Andy knows his subject – his experience is extensive, practical and hard-earned. I have run 2 successful small software business in the past. By attending his course I wanted to find out from someone who was actually doing it today, how I could apply techniques and best practice to my next software project. Did I succeed? Without a doubt. Andy was meticulous in his planning of the event and thorough in his presentation. I couldn’t ask for more. Top marks. I recommend Andy’s course to anyone venturing into the world of running a small software business.”
Roger Pearson

Derek Ekins“I recently attended Andy Brice’s “Start your own software business” course. Andy teaches some very practical skills to evaluate your idea, find if there is a market and launch your product. Behind most of the topics Andy had a story of how this particular lesson was learnt and how he has successfully implemented it. I now feel I am equipped with some practical knowledge of how to launch a software product. Thanks Andy.”
Derek Ekins

I will be following all their progress with interest.

I hope to run the course again in 2014. If you are interested in attending, please fill in the form on the training page.

The psychology of successful bootstrappers

the psychology of successful bootstrappersI am curious about how the people who bootstrap software businesses are different to the general population, and to each other. I investigated this using a standard (‘big 5′) personality test. I think the results make for interesting reading.

I asked a number of software company founders to complete an online personality test and send me their results. 18 of them did (19 including me). You have probably heard of some of them, however I promised anonymity. We are all founders of bootstrapped (i.e. not VC funded) software product companies and have been involved in programming a significant portion of our products. Most of us are solo founders. Some of us (including myself) are lifestyle programmers, others have employees. We are all successful to the extent that we make a living from our software product sales. None of us are billionaires (Bill Gates probably wouldn’t return my email).

The test measures personality across 5 major axes of personality identified by psychologists:

  • Extraversion (outgoing/energetic vs. solitary/reserved) – how much you derive satisfaction from interacting with other people.
  • Conscientiousness (efficient/organized vs. easy-going/careless) – how careful and orderly you are.
  • Neuroticism (sensitive/nervous vs. secure/confident) – how much you tend to experience negative emotions.
  • Agreeableness (friendly/compassionate vs. analytical/detached) – how much you like and try to please others.
  • Openness (inventive/curious vs. consistent/cautious) – how much you seek out new experiences.

See Wikipedia for more details.

For each personality axis I have created a histogram of the results, showing how many founders fit in each 10% ‘bin’ compared to the general population. For example, for extraversion: 0 bootstrappers were in the 1-10 percentile (i.e. least extrovert 10%) of the general population, 1 founder was in the 11-20 percentile, 2 were in the 21-30 percentile etc.


Extraversion Conscientiousness Neuroticism Agreeableness Openness
average (mean) 59.9 61.7 37.6 48.3 50.3
standard deviation 23.0 21.9 23.1 21.1 23.2

If bootstrappers were like the general population we would expect each bar to be the same height, with a bit of random variation, and the average score to be 50. Clearly this is not the case.

We are more extrovert on average than the general population. Although programming is stereotypically a profession for introverts and quite a few of us work alone, you need to get yourself noticed and interact with customers and partners to be a successful bootstrapper.

We are more conscientious on average than the general population. Shipping a software product requires a lot of attention to detail.

We are less neurotic on average than the general population. You need a some self belief and a thick skin to weather the ups and downs of being a bootstrapper.

We are about average for agreeableness. However the scores are not evenly distributed. Only 1 scored above the 70 percentile. Perhaps being too ready to please, rather than following your own vision, is a handicap for bootstrappers.

We are about average for openness. But the scores are clumped around the centre. Initially I was a bit surprised by this result. I expected bootstrappers to be inventive/ideas people and to score well above average. But perhaps the people who score very highly on openness are easily distracted (squirrel!), and never get anything finished.

The 5 personality traits are supposed to be orthogonal (not correlated). Picking some random pairs of traits and drawing scatter plots, that does indeed appear to be the case. For example extraversion doesn’t appear to be correlated with conscientiousness:

extroversions vs conscientiousnessI am aware that this survey suffers from some shortcomings:

  • The test is fairly simplistic. It doesn’t begin to capture what unique and precious little snowflakes we all are. However I don’t think I would have any results at all if I asked people to complete a massive survey. We are busy people.
  • Any survey suffers from selection bias. I am more likely to know other founders who are extroverts (the introverts probably go to less conferences). It is also likely that the people who responded were more conscientious and agreeable than those that didn’t!
  • 19 is a small sample size.

Correlation doesn’t imply causation. So these results don’t prove that high levels of conscientiousness and extraversion and low levels of neuroticism make you proportionally more likely to succeed at bootstrapping a software company. But, given that personality is considered fairly stable over time, it seems unlikely that the success caused the personality traits. However both could be correlated to some underlying factor, e.g. these traits could conceivably make you more likely to try starting a software business, but no more likely to succeed. Or the correlations could conceivably be a statistical fluke. I leave it as an exercise for an interested reader to work out the exact level of statistical significance of these results. It would be interesting to compare these results with those who tried to bootstrap business, but failed. However such data might not be easy to come by.

Given what I know about the trials of starting your own software business I think an above average level of conscientiousness and extraversion and a low level of neuroticism are a real asset. However it is also clear that the personalities of individual founders vary a lot. So don’t be disheartened if you don’t fit this profile. There are successful bootstrappers who don’t fit the profile. Personality is not destiny. And you can always partner with or employ someone who has complementary personality traits. But if you are a slap-dash, neurotic, who doesn’t like talking to other people, perhaps bootstrapping a software company isn’t for you. A career in government funded IT projects might be more suitable.

I sent a draft of this post to Dr Sherry Walling for feedback. Sherry is particularly well qualified to comment as she is both an adjunct Professor of Psychology and married to well know bootstrapper/micropreneur Rob Walling. Her response (paraphrased a bit) was:

“Your standard deviations are quite large which indicates that there is quite a lot of variability in your data. You would much rather have standard deviations between 0-10 when working with this kind of scale.

From my perspective, the only domain where I would expect significant difference is Conscientiousness. Conscientiousness is an essential bootstrapper trait. I am not sure how a solo founder could be successful if he/she is not naturally conscientious.

There are so many ways to be a successful bootstrapper. A neurotic person can fuel his sensitivity to negative emotions into hard work. A less neurotic person may not have enough anxiety to get up early and get to work. On the other hand too much neuroticism can be very debilitating. I don’t think there is a formula. The combination of factors could vary tremendously with each person, but conscientiousness is the one that seems essential.”

If you want to do your own analysis, the anonymised results are available to download as a CSV file here.

Many thanks to everyone who took part in the test.

You can do the test yourself. You don’t have to give your email address or answer the additional questions at the end. How do you compare?

Training course update

I ran my first ‘Start your own software business’ course over the weekend of 23/24 November. It was tiring but enjoyable and, overall, I am very happy with how it went. I think the balance of presentation, questions, exercises and discussions was about right. Thankfully everything went smoothly with the logistics of room, meals, accommodation etc.

Here is what some of the attendees had to say:

Pavol Rovensky“To run your own software business is an aspiration of every programming enthusiast and many professional programmers. Most of them fail without knowing “WHY?”. I’ve known Andy Brice for many years and have met him at several conferences and heard  a lot about his product and working habits. When the information about this course appeared it was the easiest decision in my professional career to sign up. The course itself is delivered with passion and ease, yet the information content is incredibly rich.  The course covers all aspects of Starting a software business and Andy continuously amends the presentation with elements of his own experience and available data from other people. None of the aspects of starting a software business is left uncovered. He definitively gives an answer to aspiring programmers “HOW?” to start and avoid the failure; or fail fast and learn quickly.”
Pavol Rovensky, www.hexner.co.uk

Kevin Horgan“Andy’s ability to imprint the wisdom he has gained through successfully starting and running his own software business is amazing. The course covered a lot of material very quickly and effectively with plenty of time to ask concrete questions, all of which Andy comfortably answered from his experience in the field. I feel I have a much better focus now on where I need to put my time and energy to build a successful software company. The course venue, facilities and overall organisation were also excellent, from booking through to ensuring we finished on time so I could catch my plane. I highly recommend this course if you plan to start your own software company.”
Kevin Horgan, www.balancedcode.com

Anthony Hay“I’m a programmer and I’ve been an employee in other people’s software businesses all my working life. For some time I’ve wanted to create my own product to sell but I’ve found it difficult to evaluate the various ideas I’ve had and get started. Andy’s course is broad and covers all aspects of starting a software business, but the parts covering the early stages of product development were especially useful to me. Andy is a great communicator and I highly recommend this course.”
Anthony Hay, howtowriteaprogram.blogspot.com

“I was lucky enough to find out about Andy’s course in time, and wasn’t sure if it would help me figure out how to work for myself as an independent software vendor — I have the answer now — and it would be an understatement to say it pointed me in the right direction. I now see the possibilities, and the course has given me important insights into how I might go about the transition from ‘working for the man’ to starting my own micro ISV. If you get the chance, do go on the course. It’s well worth it.”
Jason Spashett, jason.spashett.com

“If you’re starting a software business, give yourself a big unfair advantage and sign up for Andy Brice’s course. Andy has spent eight years investigating numerous cul-de-sacs, all so that you don’t have to. Whether you’re working with desktop or web, selling to consumer, enterprise or developer markets, there are pearls of wisdom in there for everyone. Benefit from the advice of someone who’s been there in the trenches – it’s possibly the best investment in your fledging business you can make.”
Justin Worrall

I would like to say a big thank you to the attendees of v1.0 the course. I shall be following their progress with interest.

I hope to run the course again in 2014. If you are interested in attending, please fill in the form on the training page.

Start Small, Stay Small: A Developer’s Guide To Launching a Startup

I recently read ‘Start small, stay small: A developer’s guide to launching a startup’ by Rob Walling. The preface states:

“This book is aimed at developers who want to launch their startup with no outside funding. It’s for companies started by real developers solving real pain points using desktop, web and mobile applications.”

Many of you are probably already familiar with Rob’s work, including: a blog, a podcast and the micropreneur academy. Rob’s approach has been to develop a portfolio of niche websites as a solo founder (for example ApprenticeLinemanJobs.com), funding it with his own capital and outsourcing work where appropriate. The intention being to have a business that produces a decent income, but allows the founder a flexible lifestyle. He uses the portmanteau ‘micropreneur’ to refer to this approach. It is not a term I care for, with its awkward shunting together of Greek and French. But I guess it is no worse than ‘microISV’. He develops on these themes in the book, with a particular emphasis on the early phases (as implied by the title).

The chapter headings are:

  1. The chasm between developer and entrepreneur
  2. Why niches are the name of the game
  3. Your product
  4. Bulding a killer sales website
  5. Startup marketing
  6. Virtual assistants and outsourcing
  7. Grow it or start over

As with Rob’s blog and podcast, there is plenty of insight and actionable information based on real experience. Some of the writing is taken straight from the blog, but I believe most of it is new. There are links to useful online tools, some of which I hadn’t come across before. It even includes some of that rarest of commodities – real data. He also dispells a few myths – for example: that creating a software product is a quick and easy way to riches and that Facebook and Twitter are all the marketing you need.

The book is particularly strong on market research – a subject I haven’t seen covered much in the context of small software companies. He includes a step-by-step methodology for measuring market size. It also covers other useful subjects such as: pricing, choosing web vs desktop vs mobile vs plug-in, website design, SEO, mailing lists and buying and selling websites. The paper version of the book is 202 pages long. There isn’t a lot of unecessary waffling or padding, so you are getting a fair amount of information for your money. An index might have been useful. Perhaps for the next edition?

While the book will have most benefit for those first starting out, I think even experienced software entrepreneurs will probably find some of it useful. The book is available in paper, electronic and audio formats from $19 at www.startupbook.net. Given its niche market, I think this is good value.

Full disclosure: I recieved a free (paper) copy of the book from the author.


startuptodoBob Walsh has finally broken cover on his latest project and announced StartupToDo.com, an online community/web app for fledgling microISVs and web start-ups.

Starting a software business is a daunting prospect – you have a vast number of tasks to perform and decisions to make with limited time and resources. StartupToDo aims to speed up that process by providing a range of community requested/rated guides, community feedback on your website, a progress tracker,  focussed discussion groups and more. Bob has put a huge amount of work into this and I wish him every success with it. A subscription is just $15 per month, if you pay annually.

Interviewed on the Startup Success Podcast

startup-success-podcastI was recently interviewed by Bob Walsh and Patrick Foley for The Startup Success Podcast, episode 25. We cover a wide ange of topics including: microISVs, conversion ratios, being specific, PerfectTablePlan, usability, the global recession, software award scams, ‘works with vista’ certification, stackoverflow.com and twitter. I wonder how much I have to pay them to edit out the ‘ums’?

Download the MP3