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Most of us know that Open Source is a viable business model - but how does one market an Open Source product? This talk will provide insights for OSS vendors, contributors, associations and investors.
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MarketingOpen Source Software
Be open and successful
Presented bySandro Groganz
Independent consultant:Open Source Marketing
Founder:InitMarketing e.K.
Bio:VP Marketing, Mindquarry
VP Communication, eZ Systems
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:
This talk might beof help to everyone who wants to
make moneywith products
being or based onOpen Source software
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?
MarketingOpen Source productsthe Open Source way
The dark sideof marketing
“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)
The bright sideof marketing
“Markets are conversations.”
(The Cluetrain Manifesto)
Any sideof marketing
World-wide word-of-mouth marketing
People regard peersas the purest form ofaccurate information
Marketing to social networks
StakeholdersIndividuals
DevelopersDesignersBloggersNewbies
Journalists...
Organizations
CompaniesPartners
Not-for-profitsGOs
Media Corps...
Communities
OSS projectsScientists
...
Open Source marketing is aboutpeer-to-peer, horizontal communication
among multiple persons and groupswith various roles
The big pictureand small details
1. Marketing Strategy
It’s not about the logo
It’s about thecompass that
guides you
Strategies can change
You want totrack implicationsof what changed
The 4 C’s
1. Corporation
2. Customer
3. Competitors
4. Community
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)
Positioning
Vendor-driven ecosystem
Community-driven ecosystem
Product Licensing
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
2. Marketing Plan
ProductPricingPromotionPlace
PeopleProcess
Physical evidence
PersonalizationParticipationPeer-to-peer
Plan Elements
Tasks | Milestones | Budget | Team | Benchmarks
Pieces of Wisdom
Be BOLD
Talk about what you do
Have an opinion, share expertise
Don’t please everyone
$ave money
Flee advertisements
Keep printed brochures simple
Avoid multilingual corporate Web site
Do it!
Do it and adjust as you go
Ask others for advice
Keep it simple, stupid
Be o p e n
Share all product-relevant information
Do favors to people
Join peer groups
Questions
?
Thank you!
www.initmarketing.com
Credits
• Chess board: http://flickr.com/photos/waponigirl/162798520/