Black Box 4/BlackBox.cdr/textinfo/guide.arj/LETTERS@.COM/KIDERA.LET

Text File | 1985-02-04 | 8.4 KB | 145 lines

1/16/85   Ed Kidera

Looks like a good start on a programmers guide. I have extracted numerous
helpful hints that I hope to make use of as I work on the next version. I
particularly like the idea of providing a tutorial instead of a manual. As luck
would have it, just after reading this guide for the first time yesterday I got
a phone call from a user who is also a good friend. He was having difficulty
with the program and I proceeded to spend 20 minutes giving him a tutorial over
the phone. It work suprisingly well and convinced me that the tutorial approach
has it definite place. I see it as a way to get additional users to use and
ultimately pay. I think it helps reach an entirely different group then is most
likely being reached now. As I mentioned in an earlier letter there is a large
group of computer owners that we need to reach.  These are the people who
bought the computer for word processing and that's all they do with it. A large
population of single use users are probably the best ones to focus our
attentions on.  Computer addicts don't pay because they probably write their
own programs and don't feel they have too.  The single use users are afraid to
try something new or aren't sufficeintly skilled to use even easy programs
without assistance.

The PC is capable of doing a great number of different tasks. The proliferation
of software can attest to that, but again its the vast number of single use
users that aren't even trying to use the "other" software. I believe the major
factor in the success of PC FILE and PC WRITE comes from the basic function of
the programs more than anything else. Everyone knows very well that computers
are great for filing and great for writing. I would predict that the
spreadsheet shareware programs do very well also. Those of us writing somewhat
more obsure programs need to educate the user and show them all the other
things that can be done. People just don't understand what else they could
be doing.

So far I have focussed on a group that I believe is numerous, but not being
reached. As stated above the tutorial should be a good step toward bringing
some of these people in. There are at least two other groups. Those that use
the software and don't pay and those that have not seen the software. Removing
the manual should help some with the group using the program, but not paying. I
don't see it as the total answer for that group. I am beginning to believe that
the crippled program approach is the best method of ensuring payment, if done
correctly.

The best approach to cripple a program will vary with the type of program. For
something like DISKCAT limiting the number of entries may prove effective, but
that won't work for many others. There are two methods I am currently
considering for putting in the readily distributed version of PC-KEY-DRAW. The
first actually puts a bug back that it used to have, but in a controlled
fashion. After some number of drawing operations the program would stop and
print out a label advising the user to register if he wanted a bug free version
and then it would dump back to DOS, possibly erasing the workspaces that had
been created. The operation time would be set longer than the tutorial and have
some randomness to it. This would of course be very annoying to the user and it
might just get him to send in the cash. The second method is also one of
annoyance. The trial version of the program would only be good for 3 or 4
months from the date of distribution. The program would check the date and if
it was too late it would not run, bomb out, or possibly even erase itself,
leaving behind a message explaining it was time to register. Both methods can
be gotten around, but they are annoying and therefore just might work.

Finally there is the group that is not being reached at all. I tend to think
that this group is actually smaller than you might think. There isn't a person
I know that hasn't swapped a program of some type. I know for a fact that my
program has made its way into several large companies with hundreds, even
thousands of PCs and I know that the employees swap programs like crazy. Of
course the main ones being swapped are LOTUS 1-2-3 and other heavy weights, but
the distribution system is there and working, it is just not paying. Again the
tutorial method comes to mind.

As to advertising and commercializing.....let's give it a try also. I am about
to embark on my first advertising attempt for PC-KEY-DRAW. I have avoided that
approach before, not out of fear, but out of lack of sufficient funds. I am
somewhat experienced in marketing, but not software. Through a whole series of
events I ended up two years ago out of a job and with a crazy idea in my head.
I was going to build and sell a launch/recovery motion compensation system that
I designed. I have spent two years giving lectures, attending trade shows,
writing papers, sending out literature, making phone calls, etc.  and although
I have pulled in several consulting jobs to keep me alive I have not sold one
system. And it wasn't for lack of a professional brochure.  I am stilling
trying with the compensation systems, but now I am trying with the software as
well, in the hopes of getting somewhere. I have at least sold some software.

1/29/85

Having just reread the article I have a couple more thoughts. PC-KEY-DRAW was
written to fill a need that I had. It has proven very useful to me in a variety
of ways. The marketing of the program has forced me to add features and
refinements that do me little good, but that make it easier to use and more
friendly. As I work on future enhancements I am torn between adding features
that I need and just refining existing features to aid others. Of course if I
decide to turn PC-KEY-DRAW into commercial software I will have to refine it.
So the question becomes how easy and user friendly should the program be?

A group of users that also needs considering are those that use the program
sometimes. I have had people make comments like "I like your program and play
with it at home, but I don't really use it" or "I have used your program to
create banners for birthdays, but that isn't really using it" and so on. This
group seems to think that if they don't use it everyday or only use it at home
for fun, that they are not obligated to pay for it. This attitude of the
occasional user is especially hard to counteract. Educating the consumer as
mention by others is of primary importance, but this group may still not pay.
Methods of program crippling, manual shortening, etc. probably won't work for
this group either. Perhaps a home version vs a business version might be
appropriate. I have mentioned the idea of two active versions before and
although they have certain application, they force programmers to do extra
work. 

That concludes my thoughts on the subject. I am very glad to have this forum
and a chance to air my thoughts and feelings. I will be using many of the
suggestions as I work on the next version with the hope that one day I will be
successful in selling a program that I think already has great value.

Edward H. Kidera IV



Programmers' Marketing Co-op

... to help each other do the best job of and make the best deals for
packaging, graphic artwork, advertising copy, negotiating advertising rates
and mailing list purchase, and printing mailouts, documentation and labels.
Other ideas include setting up an order taking and processing center with a
toll-free number.

_X_ I am interested in a Programmers' Marketing Co-op.

_X_ I could work in the following areas:

  ___ magazine advertising, ___ mailouts, _X_  commercial art, _X_ printing,
  ___ packaging,  ___ new software review & acceptance committee,
  ___ other:



Comments or suggestions on how you think such a co-op should be run and what
it should do:

Pooling our resources and expertise seems like a very good idea. I am married
to a very good graphic artist and so offer to interface between members of the
co-op and her for commercial art and printing services. She has agreed to
charge her lowest rates for work and I will handle the gophering etc. to keep
the cost to members low. There is some apprehension with doing art work by
mail, but I think it can be worked out if sufficient time is allowed for turn
around.

I'll let you know how my first attempt at advertising PC-KEY-DRAW goes.  Keep
your fingers crossed.