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Most Common MicroISV Mistakes
Here are some of the more common mistakes
that many MicroISVs make. Hopefully this list
can help you avoid making some or all of them
yourself...
1. Restricting Download Access
The majority of MicroISV's have trial versions
of their software available for downloading. But
many MicroISVs attempt to capture user information
before allowing access to the download. This can
be a huge mistake! For the majority of applications,
you should not place any obstacles between the
potential customer and the download.
2. Pushing The Download, Not The Sale
Many software companies focus too much on pushing
the download rather than making the sale. Keep
your ultimate goal in mind... The goal is normally
not to get lots of downloads, but rather to sell
lots of software. Make sure that you prominently
display "Buy Now" buttons on your website and
in your trial version, and do not force customers
to download and try the software before they're
able to make a purchase. Doing so can result in
lost sales from impulse buyers, or those who already
know they want your product (i.e. on recommendation
from another user).
3. TechnoBabble
Many MicroISVs fail to explain the "benefits"
of their software in clear concise terms that
can be easily understood by their potential customers.
Avoid using overly-technical terms when describing
the software's functionality. Describe your software
and its benefits, as they relate to the customer.
Remember that your potential customers aren't
as interested in the technical features of your
program -- they're far more interested in how
using your product will benefit them! Also, keep
in mind that your potential customer base may
not all speak the same language, so using simple
and basic terms can help expand your audience.
4. Hiding The Price
Customer's often become frustrated when they cannot
easily find the price of an application. Do not
bury the software's pricing! Instead, make it
easy for potential customers to find the software
licensing and pricing details, so they won't think
you're intentionally trying to hide it from them.
5. Copying The Competition
Avoid trying to market YA (yet another) applications
that fail to be different from competitors. These
types of products rarely gain any real market
share or generate any significant revenue, and
often they simply clutter the marketplace. If
you are determined to develop an application in
a market segment that is already saturated with
suitable and established products, think of ways
to make your application unique, or ways to make
it do something better than the others do.
6. Not Tracking Results
It is imperative that you track the results of
any marketing efforts. Intuitively knowing what
is working and what is not is simply not enough.
Test and track any promotional or marketing campaigns
to determine their effectiveness.
7. Failure To Globalize
Software sales are no longer restricted by geographical
borders. For example, people in Europe may want
text editors just as much as the people in South
America do. Likewise, people in Asia may want
photo album software just as much as the people
in Africa and North America do. Websites and ordering
systems should be globalized so that customers
can easily purchase your software, regardless
of their location.
8. Failing To Understand The Lifetime Value
Of The Customer
Many ISVs fail to fully understand the long-term
value of their existing customers. Existing customers
are usually the easiest ones to sell to, especially
with offers for related products, upgrades, or
expansion of products they've already purchased
from you, because they already know you, trust
you, and like your products. Marketing to "existing"
customers as well as new ones can increase the
overall amount of money you can generate from
each customer.
9. Trying To Compete On Price Alone
Attempting to compete against another application
based strictly on price is often a big mistake.
A low price can be incorrectly interpreted as
an indication of poor quality. Do not devalue
your application by simply being the "cheapest"
product.
10. Failing To Adapt To A Changing Market
MicroISV's have the advantage of being nimble
and lithe. If something is not working, they can
quickly and easily modify or adapt their plans
as the needs of their customers change. Ignoring
a changing marketplace can be detrimental to a
MicroISV.
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Most
Common MicroISV Mistakes