ISV Con 2012Reno, Nevada

Welcome to Reno!

by Gianfranco Berardi, President, ASP

On behalf of the Association of Software Professionals, welcome toReno and ISVCon, the new Software Industry Conference!

We are honored to continue to make this valuable conferenceavailable to our industry. We believe we’ve put together a greatprogram with expert speakers on a variety of relevant topics for 2012.We hope you enjoy taking part in ISVCon as we carry on the traditionof providing a key event in your industry, a conference wherecolleagues can make new connections, gain invaluable knowledge,and learn about profitable business opportunities.

Over 20 years ago, the Software Industry Conference had itsbeginnings, then named the Summer Shareware Seminar. Everysummer, from 1991 until 2010, you had an event focused on thebusiness of running a software company. Attendees were peers andvendors who could help each other grow their businesses withvaluable and actionable advice. The Software Industry Awardsrecognized many key figures. And no matter where it was held or whowas there, it was always an enjoyable time.

Last year, as part of its efforts to promote the industry, the ASPpurchased the rights to the conference from the Software IndustryAwards Foundation (SIAF). After over a year of preparation, thismonth features our reboot of SIC, with a new name: ISVCon.

Gianfranco Berardi runs GBGames, LLC as an indie game developerat www.gbgames.com.

ISV Con 2012Registration, Reception, Meals

Thursday, July 12, 2012

4:00 pm - 8:00 pm

Registration OpenRegistration Desk in the conference area foyer, 2ndfloor

7:00 pm -9:00 pm

Welcome Reception, sponsored by Digital River’s MyCommerce

On the Paradise Terrace in front of ISVCon’s Paradiseconference rooms, 2nd floor

Friday to Sunday, July 13-158:00 am -9:00 am

Continental BreakfastServed in Meal Room (Paradise D & E)

9:00 am -4:30 pm

Break Room Open, Paradise Room C

Grab some coffee, tea, water or soda. Get a snack in theafternoon.

Relax around break tables and visit with other attendees.Stop by the sponsor booths and learn how they can help

your business.

12:30 pm - 1:45 pm

LunchServed in Meal Room (Paradise D & E)

All sessions are in the Paradise Rooms A & B, on the second floor.

Speaker notes are online here: www.isvcon.org/sessions.phpSchedule may change without notice - but we hope not.

http://asp-software.org

ISV Con 2012Friday July 13, 2012

Power Sessions

9:00 am -10:00 am Accelerating the FlywheelParadise A& B Rob Walling, Software by Rob

Once you have a successful software product, most ISV resources stop being useful.Topics will include increasing the lifetime value of your customers, decreasing your

cost per acquisition, and a few lesser known marketing approaches that are working forhim right now.

10:15 am - 11:15 am The Mobile AgeParadise A& B Tom Beidle, MyCommerce

As powerful mobile devices continue to flood the market, they are quickly changinghow users access the virtual world. No longer restricted to basic communication andorganizational tools, mobile devices are providing a reason for many to skip traditionaldesktops and laptops altogether.

We’ll present ideas on how you can leverage your existing skills, customers, andmarketing tactics to develop a successful mobile strategy.

11:30 am -12:30 pm SaaS: Challenge or Huge Opportunity?Paradise A& B Michael Ni, Avangate

Michael will guide you through the steps to take when transitioning from lifetimetraditional business models to Saas and subscription billing.

For some, the most important question that will be answered is how to have a globalunified customer experience across any channel via any business models.

1:45 pm - 2:45 pm Dancing Under the DinosaursParadise A& B JonathanLampe, Rhinosoft

Learn how to identify and profit from the dinosaurs (big guys) in your industry.We will talk about where to position yourself and how to get there, how to capture

opportunities the dinosaurs miss, and how to do more with all your opportunities.The last part of the presentation will be dedicated to actions you can take now, and

will include real world examples of how easy changes based on “anti-dinosaur”principles can quickly improve sales.

3:00 pm - 4:00 pm Software Sales & PizzaParadise A& B Nico Westerdale, BitsDuJour

I’ll be holding a pizza party to tell you all about why I love a good slice, and alsoabout how selling software is a much better business to be in than running a restaurant.

Many ISVs run their businesses like online versions of mom and pop pizza joints.But it doesn’t have to be that way! We’ll be sharing our secret recipes for how to dothings that brick and mortar businesses could only dream of, and cluing you in on howchanging the way you market yourself as an ISV can have a dramatic impact on sales.

ISV Con 2012Saturday, July 14, 2012

General, Newbie & Advanced Sessions

9:00 am - 10:00 am Software Marketing 101 - The BasicsParadise A Phil Schnyder, Avanquest

“Build it and they will come” is not a great marketing strategy. No matter how goodyou make a product, you need effective marketing to find customers and make sales. In this presentation, we’ll take a look at the basics of software marketing includingidentifying your customer, creating an effective sales process (landing pages, trailversion), and driving traffic (via PPC, email, SEO, and social media). We’ll give youtips on how to approach software marketing and improve your results.

9:00 am - 10:00 am Advanced Google AdwordsParadise B Aaron Weiner, Software Promotions

Do you want to improve your AdWords ROI? How should you make best use ofyour limited time in handling your account? Which parts of your account areresponsible for most of your ROI?

This presentation will cover all of these issues and much more. You will leave witha range of new and actionable ideas, practical advice, and a variety of techniques youcan use to improve your AdWords ROI.

10:15 am- 11:15 am Social Media MarketingParadise A Mark Iverson, MyCommerce

A successful marketing strategy is based on establishing relationships and creatinga dialogue between you and the consumer. In the digital age, this is done more andmore online through the use of various social media platforms.

This presentation will demonstrate how to create an online presence for yourcompany by using these platforms, resulting in a dramatic increase in your online sales.

10:15 am- 11:15 am Freelancers & OutsourcingParadise B Jim Coutu, vworker.com

The Do’s and Don’ts of using freelancers and outsourcing will be discussed. Topicswill include creating effective project summaries that get noticed, dealing with difficultworkers, common communication problems, contract issues, deadlines, copyright issuesand more.

11:30 am - 12:30 pm Introduction to Google AdWordsParadise A Aaron Weiner, Software Promotions

Perhaps you’ve heard about Google AdWords but aren’t sure whether it’s for you? This presentation will cover the fundamentals of Google AdWords, and you will

leave with an understanding of what AdWords is, why you should use it and how totake the first steps.

http://www.mycommerce.com

ISV Con 2012Saturday, July 14, 2012

General, Newbie & Advanced Sessions

11:30 am - 12:30 pm New Trends in Online HelpParadise B Alexander Halser, Help+Manual

This session will cover current issues and trends in desktop and online help. Learnabout the formats and platforms available, including which formats are in current use,which are rapidly becoming dinosaurs and trends for the future.

Technologies you can use to create help and documentation will be discussed,including HTML and XML editors, DITA, DocBook, and why HTML is not sufficient.

We’ll wrap it up with a discussion of information transfer: learn why nobody readshelp files, how best to set up content navigation, efficient use of images and videos,emotional aspects of help and how to avoid information overflow.

1:45 pm - 2:45 pm Quality Assurance for ISV SoftwareParadise A Gregg Seelhoff, Digital Gamecraft

In this presentation, Gregg will discuss aspects of quality assurance from theperspective of small (or individual) developers and publishers, in four sections:

1. The definition and purpose of quality assurance.2. Programming and build techniques, and related tools, that can enhance the

robustness of your product.3. Product testing process, including various aspects of alpha and beta testing.4. Aspects of quality assurance that take place after a product is released, including

customer support (bug reporting) and product updates (bug fixes).

1:45 pm - 2:45 pm Creating Content that WorksParadise B Denise Purtzer, MyCommerce

As the industry evolves, marketers must also evolve their marketing techniques. Inorder to be successful, you must change as the industry changes.

It is important to create content that is appealing to both search engines and potentialcustomers. This presentation will give ideas and specific examples to generate contentand make more money in this Year of the Dragon.

3:00 pm - 4:00 pm Software Protection ApproachesParadise A Jean Cyr, Dave Trump, Mitch Vincent

Software Protection Methods - Mitch VincentPartial Key Verification (PKV) - Dave TrumpMulti-seat license enforcement in a networked environment - Jean Cyr

ISV Con 2012Saturday, July 14, 2012

General, Newbie & Advanced Sessions

3:00 pm - 4:00 pm Affiliates, Bundling & NetworksParadise B Erik Engleman, Ask Partner Network

In this session, learn about alternative ways to sell your software: affiliatemarketing, bundling deals and install networks.

For affiliate marketing, learn how to work with affiliates, and apply the basicfundamentals for growth. For bundling, learn how to cut deals with other third-partysoftware vendors so you can both make money. For networks, learn about third-partyinstall networks, and find out who they work best for and how.

5:00 pm - ? After Hours MeetUp

Look for other ISVCon-ites at the Sports Bar or the Bistro Napa lounge

7:00 pm - 10:30 pm Buffet Dinner & “Man in the Mirror” showThe Eldorado Casino

Tickets required. Pre-ordered tickets delivered to you at ISVCon registration check-in.

Missed pre-ordering your tickets? Join us for dinner, and just pay the restaurant cashierfor your meal. Buy your show tickets in person at the Eldorado or online atwww.eldoradoreno.com

The Eldorado is located in downtown Reno, 3 miles straight down Virginia Street fromthe Atlantis Casino Resort. You can get there via “Rapid” city bus, which has a busstop in front of the Atlantis, and costs $2 each way.

Want to go out with a group of other ISVCon folks for dinner?

There will be sign-up sheets for dinner groups at the registration desk, one for eachhotel restaurant, each night. Sign up, meet at the designated meeting place, and havea good time! (Dinner cost not included in conference.)

ISV Con 2012Sunday, July 15, 2012

General, Newbie & Advanced Sessions

9:00 am - 10:00 am How Games are DifferentParadise A G. Seelhoff, C. Williamson, G. Berardi

Games are a unique type of software. Countless programmers have written gamesfor fun, but it takes considerably more to turn this interest into a business or career.

These experts will discuss their experiences and answer your questions aboutprofessional game development. Topics may include design techniques, developmenttools, various game platforms, and interesting business models for computer games.

9:00 am - 10:00 am Boost Business with the CloudParadise B Jonathan Gottfried, Twilio

This session will cover three techniques that you can use to increase customeradoption, retention, and engagement by utilizing affordable, pay-as-you-go cloudservices:

Track and analyze the effectiveness of your advertising campaigns.Keep your users coming back for more.Increase customer happiness and reduce time spent on support.

10:15 am - 11:15 am Business App MarketplacesParadise A Cooper Marcus, Wishery.com

In this information-packed session you’ll learn about the most popular business appmarketplaces, how to get your product in, technical and financial integrationrequirements, and more.

Cooper will teach you how to make B2B app marketplaces deliver for your SaaSapplication, from crafting your listing, to interacting with the app vendor, throughacquiring and supporting customers.

10:15 am - 11:15 am Making Windows 8 Work for YouParadise B James Gagliardi, Christopher Pryce, MyCommerce

In this session, we will highlight specific features of the new operating system.Features like Live Tiles, Search and Share Contracts and a smooth user, well-designedexperience are unique and will be attractive to developers.

We will also introduce the Windows store and the business model, which is uniquein this space as well. With Windows 8 and Digital River MyCommerce, developers canleverage existing customer relationships to maximize earning potential.

ISV Con 2012Sunday, July 15, 2012

General, Newbie & Advanced Sessions

11:30 am - 12:30 pm Privacy from the Ground UpParadise A Ethan Oberman, SpiderOak

It has become increasingly important to think about, address and implement userprivacy strategies from product inception. Deploying privacy strategies in the aftermathcan lead to holes or oversights.

Privacy will continue to be a key issue that developers must consider. Ethan willdiscuss how and why this trend is playing out in the market, as well as the “ZeroKnowledge Privacy Standard”, an environment where employees may never accessplaintext customer data.

11:30 am - 12:30 pm Mobile Apps: Dreams, Tools, and RealityParadise B Christopher Williamson, DreamQuestDuring this session, Christopher will share his experience developing apps for iOS andAndroid tablets and smartphones. We will quickly give an overview of cross-platformtool options, then move on to the harsher business realities of app pricing, in-apppurchase, and how to market to an overcrowded App Store.

1:45 pm - 2:45 pm Making Money with MicrosoftParadise A Patrick Foley, Microsoft

There’s a ton of new stuff from Microsoft - what can you leverage to make moremoney in your business? Windows 8, phone, cloud and more will be highlighted.

The talk will wrap with advice on partnering with large companies when you’re nothuge.

1:45 pm - 2:45 pm Why Email Marketing Isn’t Dead YetParadise B Kevin O’Brien, Constant Contact

While many technologies and channels have emerged to try and knock email off itsperch, email marketing continues to be the go-to medium for small businesses lookingto grow and sustain their customer base.

This session will outline the trends we are seeing in email marketing for SMBs, andhow developers can enhance email marketing for this audience by developing systemsthat are easy to integrate and connect with other business tools.

3:00 pm - 4:00 pm Meeting for Members, Newbies & GuestsAssociation of Software Professionals

5:00 pm - ? After Hours MeetUp

Look for other ISVCon-ites at the Sports Bar or the Bistro Napa lounge.