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

if($ready == true){ next_slide();}

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/