лллллллллллллллллллллллллллллллллллллллллллллллллллллллллллллллл WE GET LETTERS! лллллллллллллллллллллллллллллллллллллллллллллллллллллллллллллллл This section is devoted to feedback from shareware authors, subscribers to the $HAREWARE MARKETING $YSTEM or others wishing to express their views about the shareware industry or shareware marketing. I will attempt to retain previous articles. Files over 50K in length will earn a free one year subscription to the $HAREWARE MARKETING $YSTEM. Views expressed do not necessarily reflect those of SMS and are intended to stimulate discussion about shareware and shareware marketing methods. Letters invited from authors, distributors, shareware users, and generally anyone with a thought about shareware. Chronology of letters follows. Most recent at TOP of file. Oldest at BOTTOM of file. 1) Exec-PC BBS, Bob Mahoney regarding SIF file format. 2) The SIF file format proposal from Jim Hood, SMS 3) Jim Goode, The Technical Group - income opportunities 4) Letter from David Batterson, PC Reviews 5) Sample Vendor.doc provided by Praireware 6) Second letter from Dawn Radcliffe 7) Second letter from Cave Inc. 8) Michael Himowitz, Federal Hill Software 9) Ron Kline, second letter 10) Letter from Scanlon Enterprises 11) Letter from Cave Inc. 12) Pinnacle Software third letter 13) Notes from Dawn Radcliffe 14) Ron Kline, First Financial Software 15) Pinnacle Software second letter. 16) Pinnacle Software Commentary ------------------------------------------------------------- Letter from Exec-PC BBS, Bob Mahoney ------------------------------------------------------------- From Bob Mahoney, Exec-PC BBS 5/21/91 Voice number: 414-789-4200 BBS number : 414-789-4210 Regarding the SIF (Shareware Information File) proposed README file format for shareware distribution. From Bob Mahoney: My response to your proposal is 100% positive. I have no suggestions for any basic changes in concept or intent of the project. It is about time someone in our industry had the guts and energy to put something like this together - I guess we all wanted it, but did not have the time or inspiration to put it together. Don't get me wrong - shareware authors are the center of my world, they make my BBS possible . . . BUT, a few times I have not even been able to figure out what some shareware submissions do, let alone place them on the BBS and give them an accurate description. They have ended up in the "used diskette" pile without being placed on our BBS! Exec-PC would use your SIF system. We would also push it and perhaps give preferential treatment to shareware submissions using it. We would place info on it in our bulletins and would be glad to publicize the concept to help get it rolling. My only suggestions: 1. Put a limit of 53 characters as the maximum width on the short description. If 53 is too strange, 50 will do for most systems. Encourage the authors to really use the short description. In many, many cases the short description is the *ONLY* chance they will have to sell their product to many people. I cannot overemphasize the importance of the short description. Most authors seem to put all their literary effort into the long description. That's ok, but you've gotta grab 'em with that short description. Example of a typical bad short description: SHAREWARE WORD PROCESSOR, LOTS OF FEATURES Example of an improved short description: WP WORD PROCESSOR PULL DOWN MENUS WYSIWG, INTUITIVE! Short description hints: Use the full width! Squeeze in keywords. As shown above, some people scan for "WP" when looking for word processors. Skip the punctuation - you are trying to hit people with the right magic words to get their interest, so squeeze in as many of those colorful or technical words as possible. 2. Limit the long description to 100 lines maximum, perhaps less for many bulletin boards. Limit the width of long descriptions to 75 characters since that is a limit on many message editors on online systems. Long description hints: Don't write a book. Write a short, concise description of what your product is. In the first sentence or two you must assume the reader has never heard of your product, so you must introduce it. Follow your short overview and introduction with a concise list of primary features. The features should stimulate thoughts of benefit in the mind of the reader. Order the features from most important to least important. Most people will read the first 3 or 4 features and will start to make up their mind about the file before reading the rest of the list. Ok, that is all the input I have at this time. The plan looks good to me. None of the SIF entries look frivolous, but I do think you have enough info there and should not listen to suggestions to add anymore data to it - it is full of enough data as is. Bob Mahoney Exec-PC BBS (Note from Jim Hood, SMS editor: at press time for release of Summer edition of SMS, only additional comment regarding SIF format was from Marcia Meier of Public Brand. Brief phone message from Marcia: "SIF concept good, worthwhile, I like the idea. Very busy, and no time to respond in writing. Back to work . . . " ------------------------------------------------------------- Letter from Jim Hood of SMS ------------------------------------------------------------- The SIF (Shareware Information File) and verification system A proposal by Jim Hood, $hareware Marketing $ystem. POB 1506, Mercer Island, WA 98040 206/236-0470 Copies of this proposal have been sent to: Bob Ostrander, Public Brand Richard Petersen, PC-SIG Nelson Ford, PSL Marilyn Young, Shareware Magazine ASP, Executive Director George Pulido, PC-SIG Marcia Meier, Public Brand EXEC-PC BBS If interested, submit response on DISK in ASCII to Jim Hood at above address by June 1, 1991. A compiled response on disk will be returned to all respondents and presented to participants at the Summer Shareware Seminar via the SMS shareware package. --------------------------------------------------------------- A proposal for standardization of the README file contained in shareware software which includes a UNIQUE verification process. If discussed by major vendors, trade magazines, BBS systems and professionals at the 1991 Summer Shareware Seminar, this proposal could improve the caliber and direction of the shareware industry. This proposal is placed in the public domain by Jim Hood of the $hareware Marketing $ystem. -------------------------------------------------------------- Outline: This system would allow RAPID, STANDARDIZED, AUTOMATED input of key shareware package information into vendor catalogs, computer club listings, diskette labels and BBS systems. This proposal modifies the existing README file concept in a simple but useful manner. The proposal includes suggestion for an automated "verifier" so that an author MUST generate a usable README file without errors or omissions! Until this time a README.TXT file of variable content has been the best the shareware industry could offer as to the nature and content of any given shareware product. If the EXTERNAL NAME AND INTERNAL CONSTRUCTION of the file could be slightly modified, a variety of positive benefits could result. For example, database application packages could be developed to extract information from shareware disks and import it directly into catalogs, BBS lists, diskette labels and other indexes. The design of various data-reading engines is left to future discussion but a standard file format and name would have some unusual benefits which must be understood as a COMPREHENSIVE WHOLE. 1) The name of the file containing this information could be standardized to perhaps README.SIF or READSIF.TXT which is a reasonable evolution of the current "README" file convention. SIF is an acronym for "Shareware Information File." This modification of the file name allows automated programs to rapidly locate and access the SIF file for rapid extraction into catalogs, disk labels, BBS descriptions or documents for a software reviewer. This file does NOT replace existing files of a more comprehensive nature (e.g., MANUAL.DOC.) Once standardized, it could be made a REQUIREMENT of author disk submissions. The SIF file could reside on the parent disk or a separate disk. A more traditional README file could also co-exist on the disk if desired. 2) As to the internal file construction, all data field names could be, for example, prefaced with a colon mark and terminate with a colon mark (e.g., :VERSION: ). See example at end of this document. The also allows the next innovation: 3) A novel SIF file VERIFIER program could be constructed to test the SIF file at both author end and vendor end so that field names, file standardization and integrity are usable and REQUIRED fields indeed have entries! The file would thus be checked prior to shipment and upon arrival. This yet to be developed utility should be placed in the public domain. For example, the verifier program could check to make sure that the short description is not too long for BBS use. It could check for the lack of an entry in the suggested BBS name. It could check for lack of author phone number and address or even lack of zip code! Only if ALL criteria are present would the verifier generate a UNIQUE verification number embedded within the file which guarantees reasonable usability by a vendor. The verifier program forces the author to provide COMPLETENESS OF THE README FILE. 4) The embedded SIF verification number is generated and stamped into the file and is perhaps a CRC check which contains an algorithm to integrate the exact SIF file length, program name and perhaps author phone number. The verifier could generate a blank ASCII form on disk for the author to fill in with any ASCII text editor. The purpose of the verifier is NOT to check for virus infection but to check for AUTHOR COMPLIANCE with reasonable standards of README SIF file information most needed by vendors. 5) To further support this standardization the largest shareware vendors (e.g., PC-SIG, Public Brand, PSL, others) would collectively develop and consider use of this system. The ASP and large BBS systems (HAL PC, EXEC PC, Compuserve, Genie) would improve and otherwise endorse the system whose file format and description would remain in the public domain. Since these organizations collectively maintain mailing lists of most known shareware authors, a single postal mailing and BBS posting as to this concept and its intended date of conversion could be done to ensure comfortable compliance. All software tools, verifier, example forms and theory of the program would be available for use on conversion date. The SIF file format would also allow rapid automated extraction of author address information from a large volume of disks, another benefit which could for the first time standardize a single author address directory. 6) It is hoped that high quality applications which can convert, use, search and sort this standard format will come into being. One could envision a standard USER front end which would access the field names and data automatically, thus ensuring consistency across shareware disks for the end user! A different package would aid disk vendors and BBS systems in processing incomming disks. 7) To continue development of this system it is suggested that a version number be appended to this proposal. The following file format is now known as SIF Version 1.0. A file header within the SIF file notes the current version of the SIF standard and some form of verification number as to author compliance. This helps automated programs in processing the data. 8) A requirement for submission is that the file MUST be spelling checked by automated or manual means and certified as such by the author. This is a sorely needed requirement. 9) Conversion target date for this system could be January 1, 1992. This could allow time for discussion in the community, realignment of shareware disks in libraries and minor adjustment of shareware packages by authors. 10) If there is interest in this proposal, please submit your ideas or revisions on DISK in ASCII to Jim Hood at the above address by June 1, 1991. Compiled results on disk in ASCII will be immediately forwarded to all respondents and submitted to the Summer Shareware Conference for further discussion. 11) An example SIF file follows. Modifications are encouraged. The format structure is placed in the public domain. -------------------------------------------------------------- SIF V1.0 Shareware Information File. Verified #030D91CHM7 :PROGRAM NAME: MegaBase :VERSION: 3.65S :COPYRIGHT: (c) 1989-1990, TubbonWare Assoc. :PART NUMBER: 1 :OF TOTAL PARTS: 3 :SHORT DESCRIPTION: dBase III compatible database for engineers. :LONG DESCRIPTION: A relational database which performs all major database functions plus unique engineering features such as Log-Log graphing, statistical analysis, multiple windows, custom macro overlays and addressing of XGA screen graphics (if available.) Handles memo fields, custom importing, mail merging, graphing in 14 graph types, custom dialer and over one billion records. PC Programmers Magazine best choice! :SHAREWARE/PUBLIC DOMAIN/FREEWARE/COMMERCIAL (S,P,F,C): S :INSTALLATION INSTRUCTIONS: For monochrome systems, at DOS prompt type INSTALLM. For color systems type INSTALLC. :STARTUP INSTRUCTIONS: After installation, type GO :CATEGORY: Database, relational :KEYWORDS: Database TubbonWare Machine Mega Megabase :HARDWARE REQUIREMENTS: 640K, expanded memory, graphics card, mouse, hard drive. :SOFTWARE REQUIREMENTS: MSDOS 3.0 or higher, Windows 3.0 :REGISTRATION FEE(S): $65.00 :REGISTRATION INCLUDES: Bound manual, free update, telephone support, clip art file. :FILES ON THIS DISK AND DESCRIPTIONS: MB.EXE Main program PRD.SGG Printer Driver for Epson Printers REGISTER.TXT Registration information UT.EXE Self extracting utilities and support files INSTALL.BAT Installation program :AUTHOR NAME: Bill J. Smith :AUTHOR COMPANY NAME: TubbonWare Inc. :AUTHOR ADDRESS: POB 1322, Cashinhand, OK 99999 :AUTHOR DAY TEL: 333/333-3333 :AUTHOR EVE TEL: 676/333-3333 :AUTHOR FAX: 898/333-3333 :AUTHOR COMPUSERVE ID: 232,33449 :AUTHOR GENIE ID: BIL/LSm.th. :REQUIRED COMPUTER SYSTEM: MSDOS/PCDOS :SUGGESTED BBS NAME: MBAS365A.ZIP :LAST UPDATED: 1/2/93 :GENERAL DISTRIBUTION/AUTHORIZATION INFO: All American and Canadian shareware disk vendors and BBS systems are authorized to distribute this program for a period of five years and must contact the author at least once per year for continue authorization to distribute this software. All USA computer clubs may similarly distribute this product. No distribution fee in excess of $10 may be charged. :ASP DISTRIBUTION/AUTHORIZATION INFO: (Reserved for ASP use) :SPECIAL AUTHOR COMMENTS: This program has been accepted by 36 shareware disk vendors and has received awards in Compuserve Magazine and rated a consumers best buy in Computer Shopper Magazine. A worthwhile addition to your library! :VENDOR PROCESSING REMARKS: (Reserved for vendor/BBS/computer club use) :SPELL CHECK VERIFIED BY AUTHOR: BJS 1/3/92 ------------------------------------------------------------- Letter from Jim Goode ------------------------------------------------------------- THE TECHNICAL GROUP, INC. SUITE B 4545 INDUSTRIAL DRIVE SPRINGFIELD, IL 62703 (217) 585-3456 VOICE (217) 585-0164 FAX COMPUSERVE 70274,3274 CONTACT: JIM GOODE WANTED: ENTREPRENEURIAL AUTHORS/PUBLISHERS The Technical Group is a new listing on the SMS database and, for lack of a more appropriate term (I guess), we have been classified as a Dealer (D). That is true. We ARE actively seeking shareware and we hope to become a major force in our particular niche (more about that later). But first, I'd like to take a small amount of time and eye-strain to tell you a bit about us, our goals, and (most importantly) how we might be able to put together some mutually-profitable pursuits. I have been involved with computers for some twenty-six years. The other day I happened to recall that the first system I knew was a Honeywell 110. No monitor, keyboard, hard drives, etc. Just a punched card reader, printer and three clunky 800 bpi tape drives. It was some eight or nine years before I saw a keyboard, much less a CRT (monitor) in a work environment. In 1981, I made the supreme plunge and purchased a TRS-80 Model III (128K, I believe, two floppy drives, and a little Epson printer). With that monstrous system, I began publication of a newsletter entitled MICRO MOONLIGHTER. Over its life of some five years, MICRO MOONLIGHTER acquired a subscriber base of some 3,000 and was recognized nationally as the one publication that was specifically targeted to those who wanted to turn their investment in a personal computer into a source of full or part time income. The newsletter became a launching pad for a number of other related enterprises. Paul & Sarah Edwards (Sysops of the Work-At-Home Forum on Compuserve) and I produced an audio cassette album entitled PUBLISHING A NEWSLETTER FOR PROFIT; I published books such as NEW PROFITS IN WORD PROCESSING by Jessie Gunn Stephens and THE INFORMATION BROKER'S HANDBOOK by John H. Everett and Elizabeth Powell Crowe (Now in print from TAB Books as INFORMATION FOR SALE). As a natural spin-off of the newsletter, books, et al, I developed a seminar entitled MOONLIGHTING WITH YOUR COMPUTER that was presented twice a month in the Dallas area over a period of three years and then went on the road for several successful dates. Alas, due my mother's poor health, I was forced to shut down the entire business and make a quick relocation from Dallas to Nashville. The intervening years have been most interesting (an old Chinese curse isn't it?). However, due to a Fall 1990 marriage, I am now located in Springfield IL. Some three months ago, I hooked up with a fantastic business partner (Patrice Laughlin, President of The Technical Group [yep ... I'm Vice President]) and we are now in the process of resurrecting MICRO MOONLIGHTER NEWSLETTER AND THE MOONLIGHTING WITH YOUR COMPUTER SEMINAR. The newsletter will be promoted via the traditional methods such as print ads in such publications as PC MAGAZINE and HOME OFFICE COMPUTING, direct mail appeals, and by papering the world with news releases. However, we are also preparing a SUPER sample issue that will be distributed via SHAREWARE CHANNELS. The newsletter will take advantage of HYPERTEXT techniques and the first issue will probably utilize the BLACK MAGIC system to drive the format. MICRO MOONLIGHTER will still retain its original editorial content and goals ---- to present realistic and creative methods of earning income at home with a computer as the focus of the business; keeping the computer entrepreneur aware of services, products, and specific areas of opportunity; and showing how creative others have been in carving their own niche in the Information Society. There will be no get-rich- quick hype --- no tent meeting atmosphere. Just solid, usable, information. OUR FIRST NEED THAT, PERHAPS, YOU CAN SUPPLY IS THIS: We are seeking good articles and/or continuing series for publication in MICRO MOONLIGHTER. The articles can address most any aspect of working from home with a computer as the focus of the business. Since we are in the midst of the Information Society, the newsletter will largely present innovative ways to create, process, and market information products. Such products embrace such areas as creating and marketing software (SHAREWARE is a natural); capitalizing on one's special talents, knowledge, and/or abilities and marketing such to others as books, advice (consulting), or specialized services; and in short any system, technique or innovation that will honestly help someone to become successful in his/her own enterprise. Article Requirements are: 1. Maximum length for a single article is 30K bytes. Authors should submit both a printed version (double-spaced, please) and a copy on diskette in generic ASCII (no embedded word processor codes, etc.). For the ASCII version, the line length should be 55 characters. For a continuing series, each installment should conform to the above restrictions. 2. Though the newsletter will be copyrighted, the author will retain all domestic and foreign rights to the material once it has appeared in either the print or magnetic version of MICRO MOONLIGHTER. 3. Payment to the author will largely depend upon just what the author expects from the article. If an author has an information product of his/her own that would lend itself to promotion via an article or on-going series, we have no problem with producing a Sidebar along with the article which will clearly describe the products and/or services offered by the author. The Sidebar will clearly tell the reader how to contact the author via mail, phone, fax, or BBS (The author can write the Sidebar and provide as much or as little of such info as he/she sees fit.) The only caveat here is that the article cannot be one super sales piece alone! The piece should honestly present solid information to the reader --- the products and/or services offered by the author should be complimented by the article. For such a promotional piece, there will be no payment to the author. The compensation comes from the exposure of the author to a wider audience. For non-promotional pieces, payment will be made for our one- time use of the material. Since we're in a start-up, a specific schedule of payment rates has not been established, however beginning rates will range from 2 to 5 cents per published word. Naturally we expect payment rates to rise as the subscriber base grows. OTHER AREAS OF OPPORTUNITY So much for the basics of MICRO MOONLIGHTER NEWSLETTER. As mentioned above, another product of The Technical Group is the MOONLIGHTING WITH YOUR COMPUTER seminar. While we have produced the seminar as a public vehicle (i.e. held as a public session and promoted via direct mail and print advertising), we are now involved with the production of the seminar as a service to several large clients. As of this writing (May 21, 1991), we are negotiating with Illinois Bell to produce the seminar under their auspices as a part of their experimental Work-At-Home Center in Chicago. Illinois Bell is rather innovative in opening this center which is designed to present the telephone company's products and services to those who work from their home. (Yes, the big players are finally recognizing that this is fast becoming a huge potential market!) In addition, we are also presenting the seminar to several large companies for their use in their out-placement services to their laid-off employees. Now, in addition to learning how to write a resume and survive an interview, the employees will be able to take the alternative route of, in effect, creating their own job by forming an information technology business. We are in CONTINUING NEED of products that can be offered to the seminar registrants. In the trade, these are known as back-of- room products. Such products, at least for our needs, may consist of books, newsletters, magazines, software, databases -- - in short, ANYTHING that would be a natural tie-in to the seminar's agenda of presenting ideas and resources for those who wish to create their own at-home business with their computer. If you are the creator of such, please send along a sample of the product, any promotional literature about the product, the retail price, and proposals of your discount to us. Important to our use of the products in the seminar format will be your ability to ship quantities of 25 - 100 of the item on short notice. These same products would also make nice additions to our retail catalog which will be made available to subscribers of MICRO MOONLIGHTER. All products listed in the catalog will be sold on a drop-ship basis. We will receive the order from the customer, take out our discount and send the net for the product to you along with a pre-addressed shipping label. Your only responsibility is to quickly ship the product to our customer. Inherent to doing business via drop ship is the recognition that the customer is OUR CUSTOMER and is not be added to your files for future mailings, etc. For those of you with SHAREWARE that you would like to have distributed via the newsletter or the seminar --- PLEASE SEND A COPY ALONG ASAP! For the seminars, we would like to provide the registrants with a nice little package of SHAREWARE as a part of the freebies that we normally provide. If you are a developer of SHAREWARE that will fit our needs and would like to send something along for evaluation, then PLEASE DO! In this respect, our listing in SMS is true --- we are distributors. BOOK AUTHORS ---- TAKE NOTE! We have a high interest in developing HYPERTEXT books which address a wide range of subjects - but, again, concentrated in the area of entrepreneurship. Let's face it, books don't normally lend themselves to the SHAREWARE concept simply because there is not normally a good incentive for a customer to register the product. In effect, the customer has the entirety of the product when he has the disk-based text. Now, some of you really creative types may have some products in mind which would offer some incentive for registration, but for argument here, let's assume we're looking at a typical book product. Now, HYPERTEXT offers some really nifty departures from the normal serially-produced and read book. The reader can determine how the material is presented to him/her and take side trips to explore whatever interesting areas that may be presented. In addition, such products as Black Magic allows for the integration of graphics; the calling of DOS or software from within the "book"; and a pile of unique types of nodes to make the "book" supremely interesting and useful to the reader. We would like to undertake the publication and marketing of such "books" to as wide a range of consumers as possible within the next few months. Authors are aware that standard book contracts normally provide that the publisher receive the lion's share of the retail price of the book and the author receives only a relative pittance in royalties on each sale. With our publication of Hypertext "books", we would like to reverse that royalty schedule! This document is not the place to present the specifics of such a publishing contract, however WE ARE INTERESTED in what you may have as a finished product or work-in-progress that would lend itself to such a publishing venture. Please send your finished product on disk, printed text, outline, or proposal along for our evaluation. We will certainly get back to you quickly on how we might be able to work together! However, DO send for our author's guidelines. Therein, we will explain, in detail, the information products we seek and how you can best tailor your efforts to meet our requirements. OPPORTUNITIES NOT INCLUDED ABOVE The above areas present only a light sketch of what we are about. Should you have available ANYTHING that remotely resembles our areas of interest, please take the time to tell us about it and perhaps even suggest how we might be able to help each other. We are MOST INTERESTED in examining ANY project, idea, proposal, etc. which we might be able to pursue jointly for our mutual profit. DON'T BE SHY ABOUT CONTACTING US! In case you have lost the top of this document by now, rest assured that you can reach Jim Goode at the Technical Group, Inc., Suite B, 4545 Industrial Drive, Springfield, IL 62703 (217) 585-3456 (Voice) or (217) 585-0164 (Fax) --- CompuServe 70274,3274. ------------------------------------------------------------- Letter from David Batterson ------------------------------------------------------------- THOUGHTS ON SHAREWARE By David Batterson 3 Village Circle, San Rafael, CA 94903; 479-8960. (Tech Writer and Author of PC REVIEWS ) I'm not your typical shareware author. I'm not a programmer, and am only moderately skilled at writing batch files. However, I managed to get my PC REVIEWS accepted by shareware distributors, including several of the big guns: PC-SIG, Public (Software) Library, The Software Labs, $izzleware, Softshoppe and Micro Star. PC REVIEWS is information, not an application, specifically hands-on reviews of PCs, software and peripherals. I try out the product, and then write about it. Simple enough. I have had the same frustrations as ALL shareware authors. I'll add to some of those expressed by Timothy Campbell of Pinnacle Software, in VERSION 90.WI.5 of THE $HAREWARE MARKETING $YSTEM. For instance, it took me about a YEAR to finally get accepted by PC-SIG. I think I ran up against the same incompetent person that Timothy did in the PC-SIG library. Yes, he lost my original submission, took months to reply to the next one, refused to return phone calls, letters or FAX messages, etc. But I persisted and finally won acceptance there, after dealing with a new person. (That oaf is no longer employed there, I'm happy to say.) Let's look at the company Timothy gave a rating of AAA+. The Software Labs is a first-rate shareware organization; I have found none better. Librarian Jim Horowitz makes personal calls, and sends individual, personal (not form) letters! I'm quoting his letter verbatim, which arrived with a copy of the latest catalog: Dear David, Thank you for sending me the latest version of PC REVIEWS. Also, thank you for returning my phone call. I'm sorry I was out when you called. I wanted to let you know that I've included PC REVIEWS in our current (Spring 1991) catalog. You'll find it at the top of the middle column on page 76. I think you do a terrific job in creating your reviews and I'm pleased to carry it. PC REVIEWS previously appeared in our catalog, but we had to discontinue it when a year and a half went by without receiving an update. Please keep us updated so we can continue to release the latest version. Since I spoke with you last, The Software Labs has grown significantly to where we are now one of the largest Shareware distributors in the world. Many of the Shareware authors we represent through our catalog tell us they receive more registrations through us than any other Shareware distributor. I hope we can do the same for you as well. Best regards, (signed) Jim Horowitz Jim is a class act in the shareware distribution business. When Jim left a phone msg., he also urged me to call the 800 number. Which brings up another irritation. Some of the people who answer the phones at shareware companies object when you call on the toll-free 800 order line. If I'm providing a FREE disk to shareware companies, I'm sure not going to call back on the toll line. Some order-takers will take a message, and say they'll have the librarian or program evaluator call back. More often than not, the person does NOT call back. I still say: use the 800 number ALWAYS. If they won't accept such calls, then use mail or FAX instead. More and more shareware companies are publishing FAX numbers for orders. To me, those FAX order numbers are E-MAIL numbers too. I don't have a FAX machine, but instead use MCI Mail to send FAX messages fairly cheaply. I recommend doing the same. Or use the FAX capability on CompuServe, GEnie, DELPHI and the other online services. If you subscribe to online e-mail services, make use of them too. I only know of ONE company that publishes its CompuServe ID, and that is Nelson Ford's Public software Library (PsL). I've contacted Ford via CompuServe (using the MCI Mail gateway). I'd sure like to see more CompuServe, MCI Mail, GEnie, PRODIGY, Internet and other e-mail addresses available for authors to contact shareware companies. Anybody got a list of these? PsL has a pleasing monthly catalog too, with newsy bits of information. They send a catalog automatically, each time you mail an update. No update that month, no catalog; fair enough. Automated Systems of Little Falls, NJ, sent me a friendly form letter, along with THE $HAREWARE MARKETING $YSTEM disk. Project Manager Jane E. Semeraro had a unique closing paragraph: "If there is anything that we can do that you think would help get more users to register their shareware programs, please let me know and I will bring it up in our next meeting." I haven't responded yet, but plan to do so. Maybe shareware companies and authors can put their heads together and create a standardized registration form to be used by all. This form (like the one in THE $HAREWARE MARKETING $YSTEM) would be added to every shareware disk. The variables would be the name, address and fee, and name of the shareware co. (so we can track the origin). What's so difficult about doing this? It just takes an author and/or company to take the lead. Timothy Campbell, Kevin King, Jim Horowitz, Jane Semeraro...?? Now a thought on README files. I like the idea of sorting the files to put README on top, after doing the EN sort. I prefer README.TXT or READ.ME, but that's splitting hairs (and dividing rabbits). An alternative I use, along with a short READ.ME and a long README.TXT, is a README.COM file. I created it with THEDRAW, the super ANSI graphics program. THEDRAW lets you create colorful screens, and save them as .COM programs. It's not difficult to do. It saves the new user from figuring out how to read a text file too. I once created a README.ANS file on disk, with ANSI animation. I then told them to: A:> TYPE README.ANS The problem is that novice users didn't have DEVICE=ANSI.SYS in their CONFIG.SYS file, and didn't know how to do this! So the command wouldn't always work. A final thought: PACKAGING. Now you may wonder why a shareware disk needs to look fancy, when only the shareware company sees it. I'll tell you why. If you want to stand out from the crowd, and look professional when you first submit your program to a shareware co., then dress up that disk! Create a unique disk label using a DTP program and laser printer. I use Publish It! Then create a large label (about 3 x 4.5" or so) to put on the sleeve. Print them on COLORED labels or paper stock. When your distinctive disk arrives in the mail with a pile of other submissions (with sloppy, hand-written labels), it WILL get noticed. Of course, you don't HAVE to repeat this once the disk has been accepted. I'm getting tired (as I write this at 2:17 a.m.), so this contribution is now ended. Happy shareware marketing! A press release regarding PC Reviews follows: LATEST VERSION OF "PC REVIEWS" SHAREWARE DISK RELEASED; PC REVIEWS ALSO ADDED TO THE SOFTWARE LABS CATALOG San Rafael, CA--The latest version of PC REVIEWS, a book-on-a- disk containing hands-on reviews of PCs, software, peripherals and computer books, is being distributed to shareware software distributors. The Software Labs in Los Angeles, one of the largest shareware distributors, recently added PC REVIEWS to its Spring 1991 catalog. Jim Horowitz of The Software Labs said that PC REVIEWS author David Batterson does a "terrific job in creating his reviews and I'm pleased to carry it." PC REVIEWS is also distributed by PC-SIG, The Public (Software) Library, Micro Star, $izzleware and other shareware companies. It is also available on many BBSs as REVIEWS.ZIP. The author is a tech writer and business consultant, and has previously written articles and reviews for many computer publications. For more information, contact the author at 3 Village Circle, San Rafael, CA 94903; 479-8960. ------------------------------------------------------------- Sample Vendor.doc file ------------------------------------------------------------- (Editors note: the following file was provided by Praireware whose address is in the database. It shows a rather NICE layout for a file VENDOR.DOC which appears on a shareware disk. The point is, a file like this QUICKLY gives a reviewer or disk vendor the VITAL STATISTICS about your disk in a clean precise manner. A vendor.doc or readme file like this is an exceptional way of helping vendors and users get to the vital statistics quickly!) MATCH (Ver. 2.01) Copyright (C) 1990 SOFTWEST All Rights Reserved. V E N D O R I N F O R M A T I O N -------------------------------------- (VENDOR.DOC) Last updated: November, 1990 This file provides information for Shareware Distributors, Disk Vendors and Computer Clubs who wish to distribute the MATCH 2.0 package. BBS SYSOPs: Please refer to the SYSOP.DOC text file for information. Individual and Company Users: Please refer to MATCH.DOC for information. Part 1: Program Information: ============================= Program Name, Category, Keywords: --------------------------------- Program: Match 2.0 - File Comparison Utility Keywords: MATCH FILE TEXT COMPARE DIFFERENCE UTILITY C SOURCE ASP SHAREWARE Short Description: ------------------ Match 2.0 is a text file comparison utility. Long Description: ----------------- Match 2.0 is a text file comparison utility, which can compare either two files, or files in two directories. Many features, including wildcards, pagination, screen pausing, ignore case/ whitespace. Handles very large files (up to 65535 LINES, not bytes). Registered users receive source code for both MSC 5.1/6.0 and Turbo C 2.0. Registration Information: ------------------------- Registered users are eligible for technical support via phone, FAX, or CompuServe e-mail, and will be automatically notified of major new releases. Registered users also receive a disk containing the latest version of the program, including source code for both MSC 5.1/6.0 and Turbo C 2.0. Author/Publisher Information: ----------------------------- SOFTWEST is a small software company owned and operated by Tom Crosley since 1978. Please feel free to contact me at any time if you have any questions, comments or suggestions. I can be reached by mail at the following address: Tom Crosley SOFTWEST 5120 Campbell Avenue, Suite 216 San Jose, CA 95130 I can also be reached by voice or electronically as follows: Phone: (408) 370-7095 FAX: (408) 370-7096 CompuServe: 70205,533 Internet: tcrosley@cup.portal.com Part 2: Distribution Requirements ================================== Individuals who wish to distribute the MATCH 2.0 package to friends or associates may do so in accordance with the restrictions outlined in MATCH.DOC. Distribution Restrictions: -------------------------- As the exclusive copyright holder for MATCH 2.0, SOFTWEST authorizes distribution only in accordance with the following restrictions. Please refer to the additional information listed below which is specific to ASP and non-ASP Disk Vendors, Computer Clubs, and Disk-of-the-Month style distribution. The MATCH 2.0 package is defined as containing all the files listed at the beginning of the MATCH.DOC file. If any files listed in the MATCH.DOC file, or the MATCH.DOC file itself, are missing, then the package is not complete and distribution is forbidden. Please contact us to obtain a complete package suitable for distribution. o The MATCH 2.0 package - including all related program files and documentation files - CANNOT be modified in any way and must be distributed as a complete package, without exception. The MATCH.DOC file contains a list of all files that are part of the MATCH 2.0 package. o No price or other compensation may be charged for the MATCH 2.0 package. A distribution cost may be charged for the cost of the diskette, shipping and handling, as long as the total (per disk) does not exceed US$10.00 in the U.S. and Canada, or US$15.00 internationally. o The MATCH 2.0 package CANNOT be sold as part of some other inclusive package. Nor can it be included in any commercial software packaging offer, without a written agreement from SOFTWEST. For information on combining the MATCH 2.0 package with related programs to form a "disk-set", please refer to the information below for ASP or non-ASP Disk Vendors. o The PRINTED User's Guide may not be reproduced in whole or in part, using any means, without the written permission of SOFTWEST. In other words, the disk-based documentation may not be distributed in PRINTED (hardcopy) form. o The MATCH 2.0 package cannot be "rented" or "leased" to others. o The person receiving a copy of the MATCH 2.0 package MUST be made aware that each disk or copy is ONLY for evaluation, and that SOFTWEST has not received any royalties or payment for the product. This requirement can be met by including the complete MATCH 2.0 package, which contains any appropriate registration reminders. o The person receiving a copy of the MATCH 2.0 package MUST be made aware that he or she does not become a registered user until SOFTWEST has received payment for registration of the software. This requirement can be met by including the complete MATCH 2.0 package, which contains any appropriate registration reminders. o SOFTWEST prohibits the distribution of outdated versions of the MATCH 2.0 package, without written permission from SOFTWEST. If the version you have is over twelve (12) months old, please contact us to ensure that you have the most current version. This version (2.01) was released in November, 1990. o U.S. Government Information: Use, duplication, or disclosure by the Government is subject to restrictions as set forth in subdivision (b)(3)(ii) of the Rights in Technical Data and Computer Software clause at 252.227-7013. The following additional information and restrictions are intended for Shareware Distributors, Disk Vendors, and Computer Clubs who wish to distribute the MATCH 2.0 package. ASP Associate (Disk Vendor) Member Information: ----------------------------------------------- Vendors who are ASP Associate Members in good standing are hereby given permission to distribute the MATCH 2.0 package in accordance with the Distribution Restrictions listed above. ASP Associate Members (often called "ASP Approved Vendors") in good standing do not need to request permission to distribute this package. This permission is in effect until or unless we notify you otherwise, in writing. If your address, as listed in the ASP Vendor Catalog is incorrect, please send us your current address so we can ensure that you always have the most current version (mailed in a sealed envelope). ASP Associate Members in good standing will receive free upgrades for all shareware products developed and distributed by SOFTWEST. ASP Vendor Members - Disk Sets: ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ ASP Vendor Members who wish to distribute the MATCH 2.0 package as part of a collection (such as PsL's MegaDisk set, or a CD-ROM package) may do so provided that all the other restrictions listed above are met. Other (Non-ASP) Disk Vendor Information: ---------------------------------------- Shareware Distributors and Disk Vendors who are not ASP Associate Members, but who wish to distribute the MATCH 2.0 package must comply with the following restrictions (in addition to those listed above). In order for us to ensure that only current versions are distributed, we require that you request permission from us (SOFTWEST) to distribute any of our products. Since permission is routinely granted, you may begin distributing the MATCH 2.0 package immediately after sending in your request. You don't need to wait for confirmation from us before beginning distribution. If, for any reason, your request is denied, you must cease distribution immediately upon notification. You may not list any of our products in advertisements, catalogs, or other literature which describes our products as "FREE SOFTWARE". Shareware is "Try-Before-You-Buy" software; it is not free. When making your request please ensure that we have your correct address and phone number, as well as the name of the person we may contact if necessary. Other (Non-ASP) Vendors - Disk Sets: ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Vendors (non-ASP Vendor Members) who wish to distribute the MATCH 2.0 package as part of a collection (such as PsL's MegaDisk set, or a CD-ROM package) must obtain permission from SOFTWEST prior to beginning such a distribution. If you would like to apply for ASP Associate Membership, simply write to the following address and request a Vendor Application Package: Executive Director ASP P.O. Box 5786 Bellevue, WA 98006 U.S.A. or send a e-mail message via CompuServe MAIL to ASP Executive Director 71327,2051. Computer Clubs: --------------- Computer Clubs and User Groups wishing to add the MATCH 2.0 package to their disk library may do so in accordance with the Distribution Restrictions listed above. If the version you have is over twelve (12) months old, please contact us to ensure that you have the most current version. If you would like your Computer Club or User Group to be placed on our mailing list for future upgrades to any of our products, please contact us for complete details. Our address, phone number, and CompuServe User ID number are listed above. Disk-of-the-Month (or Subscription) Distribution: ------------------------------------------------- If you would like to distribute the MATCH 2.0 package as a Disk-of-the-Month, or as part of a subscription or monthly service, then the following restrictions apply: ASP Associate (Disk Vendor) Members in good standing are hereby given permission to distribute the MATCH 2.0 package under the Disk-of-the-Month style of distribution. Others (non-ASP Members) must contact us in advance to ensure that you have the most current version of the software. You cannot use a Disk-of-the-Month distribution to use up your inventory of old (out of date) disks. Only current versions may be shipped as Disk-of-the-Month disks. This version (2.01) was released in November, 1990. CD-ROM and Other Collections: ----------------------------- If you wish to add any of our programs to a CD-ROM or other collection, please check the release date of the version you have. If the version is over six (6) months old then please contact us to ensure that you have the most current version. This version (2.01) was released in November, 1990. ASP Vendor Members have permission, in accordance with the information listed above under "ASP Associate Member Information" to add any of our programs to a CD-ROM or other collection. Other Vendors, Distributors and Clubs must comply with the restrictions listed above under "Other Disk Vendor Information". Please Help Us Serve You Better: -------------------------------- We would appreciate copies of anything you print regarding MATCH 2.0. Please send us a copy of any reviews, articles, catalog descriptions, or other information you print or distribute regarding the MATCH 2.0 package. Thank you for your time and assistance and for supporting the shareware marketing concept. Please refer to page 2 for our mailing address and phone number. Thank you for your support! ------------------------------------------------------------- Letter from Dawn Radcliffe ------------------------------------------------------------- SOFTWARE MARKETING TIPS Dawn Radcliffe DR Software 7754 Skyline Drive Sherrills Ford, NC 28673 ABOUT THE AUTHOR I am a new shareware author and president of DR Software. My first program, "The Auto Doctor," diagnoses the causes of car problems. It is an aid to people who want to do their own car repairs. It also helps to make you a better educated consumer when you take your car in for repairs. I have several other programs in various stages of completion. In preparing to enter the shareware field, I have been searching for information about successful strategies. By studying what others have done, I hope to duplicate their successes and avoid their failures. As the old saying goes, "those who fail to learn from history are condemned to repeat it." It can take a lot of trial and error to learn what works and what doesn't. Since there is very little published information about shareware (aside from the $hareware Marketing System, of course), I have looked into the literature on commercial software. While commercial software marketing differs from shareware, there is much we can learn from our professional counterparts. This report summarizes the information I have collected. PRODUCT SUPPORT If you want to market your software to businesses, support is very important. The work and data a program produces can have much more value to a company than the program itself. They can't afford to run into a problem and not have a way to fix it. You may have heard DP professionals say "no one ever lost a job buying from IBM." IBM got to be the colossus of the computer industry by offering the best service. When a company bought hardware or software from IBM, they were virtually guaranteed IBM would do anything it took to make it work to the customer's satisfaction. For this service they got a premium price. Most software companies today provide support by telephone. It provides the immediate response customers want while being cost effective for the software company. Most of these companies staff the help lines with the least skilled (and therefore least costly) personnel they can get by with. They usually can't afford to tie up product developers answering calls. This may be an area where shareware companies can outdo the big guys. If the same person who develops the program supports it, customers will get better answers to their questions. A small set of questions get asked over and over again on the help lines. The amount of time spent answering these questions can be minimized by making up a list of stock answers you can read off to the customer or by providing an automated response line. You can buy cards for your PC that play recorded messages. The customer can punch buttons on their telephone to indicate which problem they are having and then listen to the recorded solution. If their problem isn't on the list they either hold to talk to a real person or they are given another number to call. Support also could be provided via a bulletin board system. Product support can be a money making operation. In fact, it isn't unusual for some programs to bring in more money in support fees than what the program sold for in the first place. You can charge the customer a fixed fee to provide support for a given period or charge then by the call. If you get a 900 number, the phone company takes care of the billing for you. The communication you get with your customers while providing support can be very important to the success of your program. Some of the benefits include: - Finding out what problems your program has so you can fix them in future releases. - Getting suggestions for new features people would like to see in your program or ideas for new programs. - Opportunities to sell other products to your customers. The need for direct support can be minimized by making your product easy to use. The ideal is to design the program so well that it is obvious to the user what it does and how it works. If you can't attain this ideal, aids like online help and tutorials will allow the user to learn on their own and work around problems. The next step down the ease of use ladder is to provide good documentation so the user can read the answers to their problems. Many, perhaps most, users will try all these avenues before calling for help. Testing your software also can help to prevent problems that would require support. The first step should be for you, the program author, to go through the program very carefully. Check all paths for the menus, check the accuracy of calculations, check that it runs properly with various hardware configurations. The next level of testing should be done by other people. You may be too familiar with the product to anticipate ease of use problems or people may try to use the programs in ways you didn't anticipate. This second level of testing should be done with people you know and trust. Don't just distribute the program and expect the users to do your testing. If your program has serious problems, it may get a bad reputation that it will never live down even if you later fix the problems. Worse yet, YOU may get a bad reputation and people may not look at other programs you write. Also, you can't count on getting feedback. Looking into an empty mailbox day after day as you wait for registrations may tell you something about your program, but it isn't very specific feedback. Most of the big software companies offer training on the use of their products. It probably won't be practical for shareware authors to provide the type of classroom education that big companies provide, but we may be able to find innovative ways to do it. You could: - Produce a training videotape. - Conduct the training via a BBS. - Provide training via telephone. - Provide a tutorial or training mode in your program. In the early days of computing, programs were written for specific applications. Every computer was supported by a programming staff and there were few programs that were used at more than one location. Today, the situation has swung the opposite direction. Most programs are written to be general purpose so they can be sold to as many people as possible. There remain, however, many users whose needs are not adequately met by this "one size fits all" approach. Programs often need to be customized. The big programming companies either ignore this market or charge an arm and a leg for customization. Shareware authors may be able to make money by offering to customize their programs for more reasonable prices than the bug guys. PROMOTION There are very few products of any sort that sell themselves. Promotion is necessary to let people know your program exists and then to convince them it is worth purchasing. Advertising is the key to reaching large numbers of people. The big players often spend more money advertising a program than they do developing or manufacturing it. It is important to get your product in front of as many customers as possible. Most shareware authors can't afford to advertise in any significant way. This is probably the biggest problem for shareware. Most of the people who would be interested in your program will never even hear of it. Here are a few ideas for getting maximum exposure for your product: - Send it out to as many shareware distributors as possible so you get listed in their catalogs. - Send "press releases" to magazines announcing your product. Make it read as much like other product announcements in the magazine as possible. The editor may have a hole he needs to fill and you have provided material he/she can drop right in. - Send your program to reviewers. Don't limit yourself to the computer magazines. For example, if your program is for gardeners, send it to the magazines that gardeners read. - Write magazine articles. This works especially well if your program has some new programming technique or represents a new type of application. Slip a mention of your product into the article or mention it in the author biography. - Write a blurb for the business section of your local newspaper announcing the founding of your new company or the release of your new product. - Join together with other shareware authors and split the cost of an ad. Suppose that 50 shareware authors got together and ran a full-page ad in BYTE offering a set of demo disks of their programs for nominal cost. You could put tens of thousands of copies of your program in circulation. - Give presentations at users' groups, trade shows, etc. If you decide to advertise, don't choose a magazine strictly on the price of the ad. Find out the circulation of the magazine and divide that into the ad price. This gives you the cost per reader. If you advertise in more than one magazine, put a key in the address you use in the ad (for example, Dept. SMS) so you can tell which magazine the response came from. Now divide the price of the ad by the number of orders to get the cost per order. Even minor changes in wording have been shown to cause big differences in response rates for ads so experiment a little. By testing your ads you can fine tune your advertising strategy to give you the most bang for the buck. Many publishers give discounts to advertising agencies. Making up a name for your personal ad agency and printing up some letterhead is often all it takes to get the discount. Many studies have shown that direct mail is more effective than other forms of advertising. People open the envelope (at least some do) and see only your pitch rather than opening a magazine and being innundated by hundreds of ads. The trick is to reach people that are interested in your product. There are a number of companies that sell mailing lists where people have been selected on almost any attribute imaginable. If you can get a good list and develop an effective brochure, you may be able to sell your program by direct mail. Many companies make money selling mailing lists of their customers to other companies. Perhaps we shareware authors could exchange customer lists. A person who has registered one shareware program is probably a good prospect for others. To be fair to people who don't want their name on these lists, you should provide a box on the registration form for your shareware which allows them to choose not to be on any lists. Commercial companies of all sorts work very hard to present the proper image to the public. Think about the number of ads you have seen that play up the company or the way you will feel when using the product rather than the advantages of the product itself. Customers feel safer purchasing a product from a company they know and trust. Perhaps shareware authors should include information about themselves or their company in the program documentation. DISTRIBUTION Commercial software is mostly sold one of two ways: in a store where a saleman can demonstrate how it works or by mail order. I expect a large percentage of mail order sales are also due to store demonstrations. Customers take a look at the program at a computer store to see if it is what they want and then mail order it to get a better price. I think shareware is at a big disadvantage because people can't just run down to the local computer store to try it out. Sure, shareware is based on the "try before you buy" principle, but, in practice, people have to: (1) know that shareware exists and where to get it, (2) judge a program by some brief description in a catalog, (3) pay some small fee to get a copy, (4) wait around for it to arrive, and then (5) judge whether it meets their needs without the help of salesman, magazine reviews, etc. We need to find a way to crack the PC store market. This might involve a group of shareware authors getting together to distribute copies of their programs to PC stores and agreeing to pay the salemen a fair commission for each copy they sell. When you distribute your shareware it is important to minimize costs. Ask your local post office about third class mail. When you do a large mailing to disk distributors you can get special bulk rates. You save even more if you presort the mailing. Commercial software is often sold by Value Added Remarketers (VARs) who put the software together with hardware and services to provide a complete package. This is important to customers who don't have the time or the expertise to decide what they need and how it all fits together. If shareware authors can convince VARs to include our programs in these packages, we will, in effect, have a sales force pushing our programs. PRICING Software is a good industry to be in because profit margins are higher than almost any other. The cost of a floppy disk and a few pages of documentation is very low. The main thing people are paying for is the effort you put into writing the program. The more copies you can sell, the more handsomely your time is rewarded. The key word here is VOLUME. Most programmers would like to spend all their time developing the programs and have them somehow get out to the customers on their own. The hard facts are that the hours you spend marketing your program probably pay better than the hours you spend developing it. Another unique thing about software is that it can be priced according to the utility it provides rather than the cost of making it. If you come up with some brilliant new program that can save companies millions of dollars a year, they will gladly pay you megabucks for it regardless of the fact you can crank out copies at 50 cents per disk. This says that you need to develop programs that have direct benefit to a customer. If your program makes money (or saves money) for them, they will be willing to pay money to you. The big software companies have found the market to be relatively insensitive to price. Lowering the price of a $200 program to $100 doesn't double sales volumes. As long as a program isn't much more expensive than a competitor or has features no one else offers, it will sell for a good price. Many companies charge a low initial price for their software and then keep the customer on the hook for a long time by offering upgrades. If each upgrade offers valuable new features and is offered at a reduced price to existing customers, they can end up spending a substantial amount over time. Since the payments are spread out and never too much at one time, it isn't too painful. It is also much easier to sell an update to an existing customer than to find a new customer. When large customers order multiple copies of a program they expect discounts. Site licenses provide discounts for volume purchase as long as all copies are for a single company at a single location. DEVELOPMENT The easiest market to make money in is one where there is no competition. The first company to market with a new type of program will reap the benefits. It will take a while for the competition to realize the new program represents a profitable application category and then much longer for them to develop and market their own program. Shareware authors can respond much more quickly than commercial companies because they don't have the bureaucratic processes of budgeting, planning, legal reviews, educating dealers, etc. This fast development cycle can allow shareware authors to either be the first to bring out a new type of program or to respond to the innovator in a new program area more quickly than commercial companies can. Watch for new areas (hypertext and multimedia are recent examples) and try to be one of the first to bring out programs. Really unique ideas may be patentable. There is a lot of controversy about whether patents will be good for the computer industry, but the courts are generally upholding the principle that software is patentable. If you come up with a really terrific idea and don't have the resources to make a product out of it or the marketing clout to sell millions of copies, you may want to consider filing a patent. Once you have started the patent application process you can contact the big companies to see if they want to license your idea. Trademarks are another legality program authors should be aware of. If you don't trademark the name of your company and your programs, anyone can come along and use them. You may find a commercial software company picks one of your names, trademarks it, and then sues you for infringing on their trademark. This is a no win situation. Even if you are in the right legally, you probably can't afford to pay a lawyer and fight it in court. You could also find that another shareware author uses one of your names. This will cause much confusion among your customers. It will probably be a case of one author not knowing the other had used a particular name, but, if you haven't trademarked your name, you have no legal grounds to tell the other guy to change the name he/she is using. Add-ons for existing products can be a big market opportunity. Things like a spell checker to go with a word processor or a flowcharting tool to go with a programming language. You may be able to get a mailing list of users of the program you are adding on to and send direct mail ads. You may even be able to convince the publisher of the main program to place your ad in with his documentation or even to buy your program and make it a part of his. I think it is likely that software publishers will provide "hooks" to allow you to add your code seamlessly to theirs in the future. It benefits everyone: the big software company has a better product because others can add on all kinds of nifty features, the little guys writing the add-ons have a ready audience and a smaller program than if they were to try to write a whole new application, and the users benefit by having more choices. Object oriented programming (OOP) seems to be the wave of the future. With traditional programming, every line of code was typically written from scratch and it wasn't easy to use code someone else had written. With OOP it is easier to grab objects from many sources and put them together into a program. There may be opportunities to write objects that you can sell to others for use in their programs. The operating system environment is becoming fragmented. DOS, Windows, OS/2, the Macintosh Finder, and the many flavors of UNIX all are gathering significant followings. The more of these operating systems your program runs under, the bigger your market becomes. There are programming tools coming on the market that allow you to write a single program which can then be recompiled for each of these environments. Programmer productivity is very important to the big programming shops, but probably isn't thought about much by most shareware authors. The average programmer produces a very small number of lines of code per day. If the number of lines of code produced or the amount of work each line of code performs can be increased, there will be great savings in the cost and amount of time required to write a program. Most of you wouldn't consider writing a program in Assembler because it is too difficult and time consuming compared to higher level languages like C, Pascal, and BASIC. Likewise, these languages are not very efficient to write in when you compare them to fourth generation languages or CASE (Computer Assisted Software Engineering) tools. As an example, look at how easy it is to write a "program" using Hypercard on the Macintosh. You drag a few user interface controls onto a card, click on a few options in the pulldowns, and you have created a simple program. Think about how much effort it would take to write the same thing in C. There are CASE tools available that are much more powerful than Hypercard and that produce either an executable program or source code in languages such as C. Using these tools will certainly allow you to program faster and, unless you are a programming genius, they will allow to put features in your programs that you would never have been able to add otherwise. CONCLUSION I hope you find these tips helpful. If you have comments or additional tips, please send them to the Shareware Marketing System. Following books and articles of use to shareware authors. Software Success. Bowen, David (1988) 4684 Blanco Drive, San Jose, CA. 95129. Self-published. Marketing by Braille. Robert Clayton, (1991, Jan/Feb). Midnight Engineering, Vol 2, Number 1. Published by William E. Gates, 111 E. Drake Rd, Ste. 7041, Fort Collins, CO 80525. Lancaster, Don (1991, Jan/Feb). Mastering the Advertorial. ------------------------------------------------------------- Second letter from Cave Inc. ------------------------------------------------------------- 03 Feb 91 Dave Byter Cave Inc. 1/2 Fast Rd Ritner, KY 42639 606/376-3137 Dear Jim, Don't take it so hard. You are just unused to my programming style in American English. I wrote the letter to you at the same time as I wrote Kevin King, and I've picked apart his product too, with the same style of humor. Be glad that you haven't seen what I have to say when I don't like a product! But the fact remains that your distribution disk locks out those without access to a hard drive or some clever programming. If you hadn't written the book telling authors not to do this [twice!], I wouldn't have had your own words to flay you with. The common attitude is that the user should have all the latest hardware, so that more computer salesmen can become billionaires. I have no use for a hard disk, except to expand your file, so I won't be joining the club anytime soon. If you are keeping track of pro & con, please move me to the pro side. Tentatively. If I didn't think that your program was potentially useful, I would have just tossed the disk into the "bad examples" box. You will never hear from those potential users who don't like your disk (for whatever reasons, including those beyond your control), so don't try to gauge opinion from your registrants' comments. I still haven't had the time to make your database useable, but it's something I'll eventually get around to. There is ALWAYS a software solution, but it might take me a year to write the program. I'll tell you what I think about it then. I sure wish that I had read your tutorial a couple of years ago, tho! If you were to cut your file into chunks small enuf to fit onto a 360K floppy, it could be easily used by those without hard drives. You could ZIP them all together into one file, since PKUNZIP can extract files one at a time. I presume that any database program could easily add the files back together. Or perhaps the solution is for Phil Katz to make his unzipper pause and request a new floppy, instead of crashing ungracefully [dumping all of the last {and in your case, only} file] when a disk is full. I think that somebody (not me, I've got better things to do!) should help the shareware authors and vendors get together. You have done the best job so far, so of course you get the most feedback from me. I'll leave the adulations to others. I hope that I haven't insulted you so much that you will reject my observations. In any event, I betcha remember 'em. What should you do with my disk? Give SURVEY LAND YOURSELF to a friend with a land boundary problem. Put it on a BBS. Take it to Rainware and ask them why they don't have it in their catalog. You probably don't have the time to read it merely for the amusing English. But if you do, there is more of it in KILOBYTERS. If you can't give the disks away, you can reformat them for scratch disks. Have you ever played "Flopshoes"? Shove a pencil into a crack in the floor and put the disk on the pencil from 4 paces. 2 points for ringers & 1 point for leaners. My shareware vendor database is in file VENDORS0.TXT in flat ASCII format. The fields are defined in the first record. Anybody who knows how to use the DOS TYPE command can read the file. That shouldn't lock anyone out. Hopefully you can import it into your database. If not, then holler. I'm into quality control, so you will see not only a big comment field, but also a field to keep track of the last sign of life from the vendor. Lotsa hole-in-the-wall dealers come & go. With 3500 records, you need something better than just ABC to let authors know who is worth a submission. I can't afford to send out 3500 disks, and if I did, my mail carrier would need to buy a bigger jeep. And it's a mile hike out to my mailbox, so I'd need a bigger backpack and a new pair of walking shoes too. I don't wanna be big business! Go forth & expontntiate Dave Byter (ed: Documentation states SMS available in floppy size sections for those willing to PAY for that version. See file GOODIES.TXT) ------------------------------------------------------------- Letter from Michael Himowitz ------------------------------------------------------------- (edited by SMS to conserve space) Federal Hill Software 8134 Scotts Level Rd Baltimore, MD 21208 301/521-4886 I build into my programs an on-line registration from. It doesn't just print a blank invoice, the customer actually fills in blanks on screen and prints out the finished order form. Although I include a registration form in my manual, about 90% of my registrants use the on-line facility. It's great for impulse buying, and I don't have to decipher terrible handwriting. Disk based manuals. Many are terrible. It is a good idea to consider using page breaks with 3/4 inch margins for people who put the manual in a ring binder. I use a print.me batch file which tells the user to set the printer, informs user of number of pages to be printed and so forth. Be sure to take into account users who will print to cranky laserjets which print 60 lines to a page rather than the usual 66. Watch out when using IBM extended characters in your manuals - they won't print right. Wiser to stick to pure ascii. I recommend Avery's LabelPro label printing program which prints beautfully and can even import pcx files! I use the laserjet version, but a dot matrix version is available. Labelpro also has a small database manager which will even accept dBase files. Michael Himowitz ------------------------------------------------------------- Additional ideas from Ron Kline, First Financial Software ------------------------------------------------------------- (edited by SMS to conserve space) January 29, 1991 From: Ron Kline, MBA, CFP First Financial Software P.O. Box 592967 Orlando, FL 32859-2967 Subject: Shareware Marketing Ideas. You mentioned the Volkswagon mailing system. I have sent about 1670 disks this way and only had five damaged. I suggest using mailers with a clasp because post office mailing machines will not squeeze it hard. Be sure you place the disk on the far side of the envelope from the clasp. This is done by using 1/2 of a taped file folder or folding printed material into the disk jacket. I enjoyed the letters from Tim Capbell. What struck me was the problem that being treated like a professional is caused by authors themselves. Expectations become reality. Instead of sending unsolicited disks, have distributors request your disks. I use a printed evaluation disk order form as I mentioned in my previous letter. Of 464 distributors, 109 have said they would consider my program. Authors tend to take the easy way out. A letter or form forces a distributor to consider and act, an unsolicted disk is put on the shelf with the others . . . The other part of the problem is knowing who we are marketing to. Our primary purpoose as authors is to get registrations. The distributor's goal is moving disks. We need to present distributors features and benefits which help them move disks. I do this by using a VENDOR.TXT file submitted with each of my programs. This gives vendors a narrative on how to move disks from their point of view. Ron Kline --------------------------------------------------------------- Next letter from Scanlon Ent. --------------------------------------------------------------- Scanlon Enterprises C 38354 17th St E #CC Palmdale, CA 93550 (805) 272 - 4827 January 25, 1991 Dear Mr. Hood, As well as being a shareware author myself, I have taken a stab at shareware distribution (Scanlon Enterprises). As a vendor, just starting out, I didn't have funds to send every author, (even a 15 cent) postcard. Also, in distributing my product (SEBFU), I find myself limited to sending a few disks out each month (maybe 6-10). This way, in a year I may be able to get as many as 100 out. Not all of us authors can afford the $500 (or more) to send each vendor or even just a few, such as the ones referred to as 'A' rated. I have sent in a $10 registration (1 issue ?, plus latest database), registration sheet enclosed. Also am sending you a copy of my documentation for SEBFU (batch file utilities). If you would like a copy, please let me know, I am willing to trade for registration of your Shareware Marketing System. Also, am interested in knowing how us 'poor' authors can get together with some of you 'rich' ones and maybe share software rights for financial support. Some things I am working on are: Version 3.0 of SEBFU Version 3.0 of BCS (Business Contact System) Version 3.0 of GMENU (Menu system) Version 1.0 of Text Editor Version 1.0 of DeMon Dialer Version 2.0 of AreaCode Version 1.0 of QInvoicer Version 1.0 of HomeTools I also program in Dbase, Basic, Assembly (some 'C' and Lotus). I have been programming since around 1980, writing such software as an ATE programming language, assylang+basic interface to simulate user playing a slot machine for burn-in testing of slot machines (electronic with micro processors), and several generic type programs. My weak area of programming (right now) is in graphics... If you are interested in offering financial support for any of my developments, or in trading same for yours, I would be interested. Also, am interested in any of your ideas for new Shareware products or in a joint venture... As to some of your complaints about Shareware Vendors. 1) Response from vendor for receipt of product a) vendor too small to finance response. Many vendors are simply too small, and are cash poor to finance a good rapport with authors. b) vendors don't care. Many vendors are simply after the bottom line, money, and will only produce responses when forced to do so. And this response will be hard to elicit as many of these vendors get their copy of author ware, from BBS's... c) vendors aren't aware of good vendor - author relations These are the ones to work on, they can easily be notified by authors sending them postcards, suggesting the use of notification... 2) Catalog descriptions Many vendors do NOT have good descriptions, and many have none. This is partly our (authors) fault. My suggestion is for each author to put a short, one line, one paragraph and a long paragraph description in their vendor or readme files (or both). This will give the vendors the ideal description, plus offer the author some control over what is used in descriptions. 3) Shareware distribution As long as shareware is considered 'cheap', the product will be poorly registered ! We need a good Author backed program that is willing to weed out the distributors who insist on sending out disks for practically nothing, and work on vendors who don't have good descriptions in catalogs. This is NOT to say that Shareware should cost $20 per disk, but let us say, what's wrong with $5 ? This will give the vendors a higher profit, hopefully this will entice them to distribute the product better (quality disks and labels), and generate better catalogs with emphasis on registration ! By the way, ASP does NOT seem to be aiding the authors to any large extent... This 'cheap' distribution price also affect sales to business. What business wants cheap software? Cheap implies 'poor quality' ** Remailing ??? You mentioned possibly paying as much as $3 per disk to mail to vendors (say from your data base)... Well, I'd be willing to do it for $1.50 / disk if enough authors are interested (I won't do it for only one or 2)..... I sincerely hope (despite some possible miss-spellings, even though checked on my spelling checker, may have crept in) that this input may be of some help. Your data base looks very promising, but your other program PC-Learn doesn't seem like it would be useful to me (probably good for beginner DOS users). Sincerely, Paul Scanlon Author SEBFU --------------------------------------------------------------- Next item from Cave Inc. -------------------------------------------------------------- Dave Byter Cave Inc. 1/2 Fast Rd Ritner, KY 42639 606/376-3137 Dear Jim, I got a copy of your Shareware Marketing System from Disk-Count Data, and have expressed my opinion to Kevin King. $HAREWARE MARKETING $Y$TEM earns the covetted Jack Ascii Award. What a pile of donkey dung! This Hood character goes on about being hardware compatible, but he refuses to talk to anyone who won't use a hard disk. To quote from line 269 in TUTORIAL.TXT: "Will your program fit in whole or logical portions of standard 360K floppy disks? This is essential. Don't require a hard drive unless the program absolutely needs it. Provide two versions - one hard drive compatible and one floppy compatible, but don't neglect the big market of users with simple machines. While we are speaking about drives, do not ever hard code a floppy drive or directory into your program. Always allow a default directory and user selectable switching to other drives and directories. If necessary provide either a separate configuration program for drives, colors, and options or provide choices from a menu within the program. Not everyone's computer is the same as yours! The majority of machines out there are probably simpler than your machine. " and from line 461: " Many shareware authors ship large programs in ZIP or ARC compressed format. Be sure to thoroughly explain how to unpack to single drive systems, double drive systems and hard drive systems! Harder than it sounds when you consider the variations! Try to construct batch file(s) to unpack or configure the program to various systems. As a clue to unpacking to single drive systems, instruct the batch file to create a ramdrive, unpack the archive file into the ramdrive and then copy it back onto a formatted floppy. Conversely, you could copy the archive into the ramdrive and then directly unpack onto one or several floppies. You get the idea . . . " End quote. PKUNZIP says that the DATABASE file appears to unpack to about 1280K bytes, but the compression method is unknown. I ran out of disk space on a 360K floppy in the D's, and I had to read what I did get with a sector editor. It is mostly empty space. No danger that I'll steal this database. I'm amused by opinions about Shareware Express. They got a solid F from me. I wonder what they used to sell! I'd be ashamed to appear in their catalog. On the other hand, we agree about The Software Labs. TSL produces the most registrations for me. PC-SIG is long on promises and short on action. But their CD- ROM is is the prime place for publishing shareware. PC-SIG is in second place for producing registrations. Some of the text is a bit rambling, and needs editing. Fortunately, this is a simple task with a compuscript. This disk could become the vehicle of communication between legitimate shareware vendors and the authors. I found it interesting that in line 109 of TUTORIAL.TXT, "mapping and plotting of contours" was first on the list of desired shareware. I was involved with that project 20 years ago when a computer was this blinking behemoth behind double glass walls which ate vast quantities of IBM cards, time, and money. The computer couldn't plot a decent contour map then either. I've been promised a copy of a commercial program, SURFER, but never got it. My observation of shareware vendors is that they naturally divide themselves into two sets; those who expect repeat business and those who don't. I suggest that the one best thing that a catalog shareware vendor could do to increase sales would be to offer a moneyback guarantee of satisfaction with the software, on the condition that the disgruntee write a review. Think!! Customers would have a reason for confidence in the descriptions, rather than expecting to pay two bux for a formatted disk full of worthless junk. The date of the most recent update or other sign of life from the author would also boost confidence. You really oughta read your own propaganda! --------------------------------------------------------------- Next letter from Pinnacle Software --------------------------------------------------------------- from Pinnacle Software of Montreal WRITER, T. CAMPBELL (514) 345-9578 MAILING ADDRESS: PO BOX 386, MONT ROYAL, QC H3P 3C6 January 24, 1991 Dear Mr. Hood, Over the past few weeks, I've had some more thoughts about shareware. When an idea pops into my head, I jot it down, hoping that eventually I'll have the time to write it all down in a letter to you. Well, "eventually" has arrived... SUBMITTING DISKETTES TO SHAREWARE HOUSES Like any shareware author, I try to avoid unnecessary work when preparing a mail-out package to shareware houses. Over the years, I've tried a variety of approaches, and I've had to conclude that it's a bad idea to just toss a disk into a diskette envelope and send it on its merry way. Nowadays, the package I send out is comparatively elaborate. When I'm preparing first-time mailings, for example, I can only produce five packages in one hour. But when I consider how much time I wasted trying to do it the "time-saving" way, I think it's worth it. My present package consists of the following: Four diskettes, containing between 1 to 6 of my programs each. Cover letter. Several pages, containing detailed descriptions of each program. Reply envelope. Reply form. Cardboard packing material to prevent bending. Envelope to contain all of the above. That's a lot of work. It's tempting to omit the reply material, or the printed descriptions. But after years of enduring various frustrations, I consider it time well spent. The Diskettes Each diskette contains an easy-install program that lets the reviewer enter a single DOS (batch) command to unzip one the programs to a hard disk directory. The instructions for doing this appear on the diskette label. I do this to make it clear that each program is a separate program. (I've had some shareware houses list an entire disk full of ZIP files as a single product.) The cover letter is nothing special, but it does explicitly give the shareware house permission to charge up to US $9 for every disk they distribute that contains one or more of my programs. The Detailed Descriptions The detailed descriptions are carefully written according to the newspaper "scissoring" method, which is to say that the first paragraph provides the salient details, while the subsequent paragraphs provide increasing levels of elaboration. This enables the shareware house to use as much or as little text as they want, simply by "scissoring off" the paragraphs at the end that don't fit their needs. I also provide these descriptions as text files on the diskette, in case they want to be able to import the text into their word processor when preparing their catalog. I find that when you take this approach, most shareware houses will use the precise text that you submit. After all, it saves them time. If, on the other hand, you expect them write the review from scratch, you will find that they'll omit some important details, and in general, write a description that's less impressive. The descriptions page is also a good place to include guidelines. After numerous irritating misfilings, the page describing my Pyroto Mountain package now contains the statement "This program is both a communications package and a game. Please list it as a communications package." (Listing Pyroto as a game almost guarantees that I won't get any registrations.) As another example, the page describing my Miscellaneous disk now says, "These are separate programs. Please list them separately, not as a single product". Reply Form and Envelope As I've mentioned in an earlier letter, most shareware houses don't acknowledge receiving disks. For this reason, I now send them a simple reply form (date of receipt?; condition of disks?; will you send me a catalog?) and a self-addressed return envelope, with THEIR return address in the upper-left corner. That return address is important! When I first started including reply envelopes, I'd completed and sealed 10 packages when I suddenly realized that I didn't have a "Name of Company" space on the reply form! Oops! I had to reopen those packages and affix a return address label on the reply envelopes. All this saves the shareware house time and effort, which makes it much more likely that they will acknowledge receiving your disks. Incidentally, on the reply form, I have the question: "Will you send us the catalog in which our programs appear?" The choices are "Yes" and "Not our policy". I didn't make the choices Yes or No, because "No" sounded awfully brusque; I wanted to make sure that nobody would check off "Yes" when they meant, "Yeah, probably, perhaps". Drawbacks In my package, I have about 10 different programs. I include only those programs that I think have some kind of lasting value. Following the "More is Better" philosophy, I used to send EVERYTHING I'd written, both major programs and nifty little utilities. But judging by some reactions I've received from the shareware houses, it seems that too many programs can devalue the whole package. This appears to be related to the way in which programs get reviewed. I've found that some shareware houses break up multi- disk sets because it would be too much work for one person to review. As a result, the nice, carefully-designed package can't make an impact. Printed documentation gets detached from the corresponding diskette. Or the cover letter goes with one disk only, while the people reviewing the other disks assume that I simply tossed a diskette into an envelope. I've even had some shareware houses call me up and ask me if I could send the package again, because everything had been scattered irretrievably in the shuffle. The ideal method, I suppose, would be to send each program separately. Occasionally, I do get a favourable response to the size of my package, since it clearly indicates that I'm a serious shareware author and not a dabbler. But ultimately, it's the time constraint that makes me send everything in one big bundle. COMPUSERVE REVISITED ... AND THE TYRANNY OF NUMBERS I've long maintained that while CompuServe is a great outlet for shareware, we should be careful to keep its usefulness in perspective. Last month, my program "Areacode Hunter" was listed in the CompuServe magazine as one of the "Hot Files". What made it "Hot"? Well, it was in the IBMCOM section (not a franticly busy download area) -- and it had amassed 125 downloads in 2 months. 125 downloads. Hardly the stuff of which legends are made. Having it mentioned in the CompuServe magazine did have a noticeable effect, however. Within a month, "AC Hunter" had jumped to nearly 900 downloads. That was considerably "Hotter". Still, if you make the reasonable assumption of a 1% registration rate, that means I'll get 9 registrations. Since each registration brings me a profit of about ten dollars, all this hoopla will rake in a big 90 bucks. Of course, the file won't go "cold" over-night, and certainly I must take action to exploit this opportunity in every way possible. I'm not really talking about CompuServe here, but numbers. While it's great to be downloaded 900 times, it's nothing earth- shattering, because of the cold numbers. I may achieve better than a 1% registration rate, but over the years, I found it useful to use that figure in my calculations, even if it can be occasionally depressing! A shareware house told me that they ship 20,000 catalogs in 4 months. Adjusting for hyperbole and misdirected mail, let's say 15,000 people receive the catalog, of whom maybe half can be expected to read it carefully. (Half seems like a large percentage, but after all, they did pay for the service.) Of these 7000 people, let's say 1% order my disk -- from the shareware house. These 3500 people should show a higher response rate, since they are "pre-qualified", so let's say that 2% of them register. So following these assumptions, a shareware house that says it ships 20,000 catalogs will bring in around 70 registrations. Considering the roughness of our figures, I think it is reasonable to conclude that I can expect as many as 100 registrations, or as little as ... none. When it comes to market analysis, such as I've attempted above, I'm the wrong person to talk to. I haven't studied the subject; I had to pick it up "on the streets" as it were. So I'd greatly appreciate it if somebody else who uses the Shareware Marketing System -- who is more qualified -- would be good enough to expand on the subject of estimating market penetration, distribution effectiveness, and so on. All I can say is that my rough calculations above are based on my experience. While all this may seem obvious to seasoned shareware authors, I know that many beginners think along the lines of "Well, if they send out 20,000 catalogs and, like, 10% of the people register ... I'll be rich!" Hoo, boy. Speaking of numbers, "AC Hunter" is on the current "On Disk" diskette distributed by Compute! magazine. When I asked how many get sent out, they tossed around a number like 80,000. I'll let you know how it goes. ABOUT SMS I really love getting my SMS disk in the mail. As I've mentioned before, receiving SMS or a shareware catalog feels like "getting a letter from home". Moreover, I find the information in SMS is worth its weight in gold -- and I don't just mean the addresses. The "WHATSNEW" file is informative, as well as being just plain fun to read. Above all, it's good to read information about shareware that isn't pandering to vested interests. I'm wondering if SMS is saving all the information it prints. Will we one day be able to order back-issues? Or more realistically, will we one day see an SMS anthology of ideas? (ed: for now, everything stays in SMS. One day when/if the files grow too large, I will archive older items. Currently all issues from day one are archived. Thanks for complimnts.) "NOT OUR POLICY"? Every shareware author wants the shareware house to mail back a copy of the catalog in which his program appears. On the flip side, this is a drag for the shareware house, since there doesn't seem to be any money in it. I would like to point out that while there's no direct profit, there are still several good reasons. When an author receives a catalog, he doesn't flip through it idly -- he zooms through, looking for his programs. And he scrutinizes each review carefully. This scrutiny is provided free of charge. I've written back to shareware houses to point out minor errors -- and few major ones. It's the major errors that they really want to catch. After all, if customers order programs and find that they don't match the descriptions, they are much less likely to order again. I don't know how much business is repeat business, but if the listings aren't accurate, I'm sure that will have an effect. I would go so far as to suggest that shareware houses include a reply envelope. With half the work already done for him, the author would probably report even minor problems, such as typos. (Some shareware houses have truly horrendous proof-reading.) CONCLUSION If anybody is interested in downloading some of my shareware, they can call my BBS at 514-345-8654. It supports any baudrate up to 9600 V32, and you can start downloading software within 30 seconds of connecting! Sincerely, Timothy Campbell President Pinnacle Software 17 Jan 91 --------------------------------------------------------------- Next some questions from Dawn Radcliffe, 7754 Skyline Drive, Sherrils Ford, NC 28673. Dawn is just starting as a shareware author and has some perceptive questions and thoughts. I have attempted to briefly answer Dawn's questions and invite others to respond. --------------------------------------------------------------- How much money does the average shareware program bring in? (ed: tough question; depends on the program and marketing effort the author puts into the adventure. With reasonable quality programming and marketing, I would guess maybe breakeven the first year comparing your cost to income produced. Then maybe $500 to $3000 the second year depending on your niche. From there possibly more as the program is revised and gains greater market share. Patience and persistance is the key. This OPTIMISTIC scenario assumes you really get out there and market your shareware.) Obviously some programs make millions whille others never get a single registration, but what is typical? (ed: there is NO typical case, each program is a case by case basis.) Is it a lucrative business for most, or is it something you should go into only if you are motivated by something other than profit? (ed: for MOST authors, NO it is not lucrative. As to your motivation, I think you should author shareware for three reasons: the education, the opportunity to make a little income, and the stroke to the ego.) Is it generally more profitable to spend your time writing a very sophisticated program or several smaller, simpler ones? (ed: depends on the author, but my opinion is that a shareware author should attempt to market MANY programs all having the characteristics of depth, quality and feature richness.) Is it better to write a program for an established market (for example a word processor) where there are many potential users, but much competition, or to dream up some new application which may have fewer potential users, but no competition? (ed: for the new author, I would say find a new application niche and go up against the established applications only after you are seasoned.) Does it pay to write new releases of a program? (ed: that's where the real money is! Updates and revisions from existing customers!) What is the cheapest way to package and distribute software? (ed: suggest you read Homecraft's book on marketing shareware, see the Homecraft ad in the SMS file WHATSNEW.TXT elsewhere on this disk.) How can you get professional-looking documentation printed cheaply? (ed: while your local printer may be a reasonable source, suggest you consider joining the ASP and ask other authors their preferences on documentation prep services. In addition, the Homecraft book discusses this. Also invesitgate ads in the back of shareware magazine.) Is there any central clearinghouse which can provide your shareware to large numbers of distributors? (ed: this is the holy grail everybody has tried at one time or another. SMS Net and various BBS routes let you post your file to many BBS systems with reasonable success. But no, there really is not one central clearinghouse for this young industry. Best bet is do a lot of mailings direct to the disk vendors yourself using the SMS database, and join SMS Net.) Are there companies that market independently developed software? (ed: a few such as power up and others will evaluate your program if it is stunningly good. However, be careful because many of these houses can research your concept and then use their in house programmers and marketing staff to steal your idea and bring it to market. Overall I am not aware of many. Others authors might have additional suggestions . . .) It seems it should work like the publishing industry where anyone can write a book at home and then submit it to a big publisher who can put it in the bookstores across the country? (ed: big difference between having a publisher give you an advance and royalty payments for your written work and the "vanity publishers" which charge you a sum to print a small sum of books which they do not market after the initial press run. Unfortunately the shareware industry is young and quite a bit different than book publishing.) Is it important to allow people to register shareware by telephone or to accept credit cards? (ed: initially I would say don't worry about credit card sales the first year. Investigate it as an option only after your volume builds.) Does advertising pay off? For example, would a classified ad in the back of Computer Shopper be likely to generate enough orders to pay for itself? (ed: my opinion is save the money on ads and spend it on postage to circulate samples of your program to boards, clubs and distributors. Several shareware authors have commented to me that they put all their money back into magazine ads each month and only went into the black when they got back to their roots distributing a DISK (not an ad) to clubs, vendors and BBS systems.) ------------------------------------------------------------- From Ron Kline, First Financial Software ------------------------------------------------------------- January 15, 1991 From: Ron Kline, MBA, CFP First Financial Software P.O. Box 592967 Orlando, FL 32859-2967 Subject: Shareware Marketing Ideas. The following ideas are based on my 6 month experience as a new shareware author. I believe the first order of business for any new author is what I call the Distributor Accumulation Phase. Given that you have a good bug-free program which has an appeal to personal computer users. Since I was once a stock broker, I know that method of marketing, which is the same for shareware. Get as many prospects as possible to hear your story. Since a percentage will buy, the more prospects the more buyers. The distributors are the means of exposing your program to the prospects. Since there are about 500 Shareware Distributors (that I know of), not even counting BBS, Computer User Groups and Foreign Distributors, it can become very expensive to send copies of your programs to all. I send an Evaluation Disk Order form with a letter to prospective distributors and copy of my evaluation form (examples follow, ed.). This allows distributors who are interested in my programs and who evaluate programs (some don't) to order the programs. I find I have gotten about a 50% positive response rate (saving distributon costs to uninterested distributors). I list the status of programs ready for distribution and also the status of planned programs for the future. Since I have not yet tried this on many BBS or Computer User Groups, I don't know how well it would work there. I have found that the foreign distributors tend to be more professional than most U.S. distributors. They will acknowledge your correspondence and provide help. Don't know yet about registration responses as you mentioned being bad. Relative to the actual shareware program: In general, I try to make it as easy for the prospect to review the program. Put the running instructions on the disk jacket. The disk is in the drive and the label cann't be read easily. Program an automatic demonstration of the program where the prospect needs only to press return to review all major areas. They then can go back to areas of interest and know what features are available. Don't have any pauses where the screen goes blank. If it is computing, write an on-screen note to that effect. Similiarly when changing from program to program say on-screen 'loading next module, etc'. I have tried many shareware programs where either the program locks-up or you can't exit without turning off the computer. This tells me many authors do not test their programs before distribution. I provide in 2 places (in the program and as a separate file) an order form (See ORDER.FRM). While I'm not interested in being a disk-distributor and wish to support them, I allow for the ordering of evaluation disks of my programs. I try to charge enough ($5/disk) to not compete with the distributors, but low enough to allow for this service to the prospects (more so to the pass along prospect) Since I have more than one program, I have a Master Menu Program to allow for the running of all programs from one menu. This requires a hard-disk and I provide it as a benefit of registration for no charge. Relative to distributors: I think they need to be more consumer and less hacker oriented. I would like to see more feed-back on programs distributed and the suggestions of their customers as to the type of programs and features they want. I find most distributors do not provide any information at all. Some comments on specific distributors. I find Kevin King of Disk-Count Data very professional and responsive. I have had only Public Brand Software of Indianapolis not want to distribute my programs. Their reason was only that they didn't have enough space in their catalog. I feel this is not the real reason and plan to look into it further. While they have a very thorough system of review, it takes a long time to be accepted or rejected. Example contact letter directed to shareware distributors: September 29, 1990 Dear ____ : During my market research, I came across your name as a Shareware Distributor. Our programs in the FPLAN - FINANCIAL PLANNER SERIES are currently being distributed by over 100 major distributors. For your consideration, I have enclosed our Evaluation Disk Order Form. Listed is a description of our shareware financial programs and their current status. If you think your customers would be interested in these programs and you review submissions from authors, please complete and mail the form. Thank you in advance for your support and I welcome any suggestions you may have to improve our shareware. I'm looking forward to a long mutually profitable relationship. Sincerely, Ron Kline, MBA, CFP Certified Financial Planner Member Association of Shareware Professionals Example order form to request evaluation disks: FPLAN - FINANCIAL PLANNER SERIES - EVALUATION DISK ORDER FORM --------------------------------------------------------------- Check Item(s) Ordering Program Name (Ver) & Description Current Status --------------------------------------------------------------- ____1. Personal Financial Planner (2.0).[2 Disks]: * Avail Now Basics of Total Financial Plan (Includes all major areas of the following more detailed programs). ____2. Basic Budgeting (1.0):................... Final Testing Tracking Income & Expenses, Assets, Liabilities & Net Worth. Make up your own bill payment slips. ____3. Capital Needs (Life Insurance) (2.0):....* Available Now Amount of Financial Assets needed to support dependents in case of death. ____4. Education Funding Analysis (1.0):........* Available Now Requirements to provide for education costs. ____5. Income Protection (Disability) (2.0):....* Available Now Financial Situation if injured or disabled. ____6. Loan Financial Analysis (1.0):........... Being Written Installment Loans, Credit Cards, Charge Accounts, etc. ____7. Property Financial Analysis (1.0):....... Being Written Equity Sharing, Mortgage (Refinance, Extra Pmts, Compare), Rent vs. Buying and Reverse Mortgages. ____8. Retirement (2.1):........................* Available Now Requirements for financial secure retirement. ____9. Special Situations (1.0):................ Being Written Pension/IRA Distributions, Income Taxes, Estate Taxes, Investment/Savings Analysis, + Others. N/A 10. Master Menu for HARD-DISKs:..............* Available for Provided for No Charge with/Registration. Allows Registered running of all registered programs from one menu. Users Only (Requires Hard-Disk) --------------------------------------------------------------- Program Facts: Author is a member of ASP and a Certified Financial Planner (CFP). Company has been providing professional software to Financial Planners for over 10 years. Current Shareware Programs being distributed world-wide by over 100 Major Shareware Vendors. Each program disk has 20 to 30 Pages of comprehensive User-Guide Documentation. Registration is $ 30.00 for each Program. (Except Free Master Menu). Registration provides Free 800 Telephone Support, Free Upgrade to latest version, 20% discount after the first FPLAN Program and a 50% discount on future upgrades. --------------------------------------------------------------- Your Name:..... ________________________________________ Company Name:.. ________________________________________ Address:....... ________________________________________ City/State/ZIP: ________________________________________ Phone Number:.. (_____) ___________________ Please Mail this Form : : (or Call 1-800-736-4920): : Ron Kline, MBA, CFP : : FIRST FINANCIAL SOFTWARE : : PO BOX 592967 : : ORLANDO, FL 32859-2967 : --------------------------------------------------------------- FPLAN - FINANCIAL PLANNER SERIES - REGISTRATION/ORDER FORM --------------------------------------------------------------- Check Item(s) Ordering ....................... PROGRAM NAME (Version) REGISTRATION EVAL DISK --------------------------------------------------------------- 1. Personal Financial Planner (2.0)..[2 Disks] ____ ...... ____ 2. Basic Budgeting (1.0):..................... ____ ...... ____ 3. Capital Needs (Life Insurance) (2.0):...... ____ ...... ____ 4. Education Funding (1.0):................... ____ ...... ____ 5. Income Protection (Disability) (2.0):...... ____ ...... ____ 6. Loan Financial Analysis (1.0):............. ____ ...... ____ 7. Property Financial Analysis (1.0):.......... ____ ..... ____ 8. Retirement (2.1):........................... ____ ..... ____ 9. Special Situations (1.0):................... ____ ..... ____ 10. Master Menu for HARD-DISKs (No Charge with/Reg.)...... ____ (Note: Disks only available in 5 1/4 format) Number Amounts ----- REGISTRATION(S) @ $ 30.00 each program:...... $ _________ ----- EVALUATION DISK(S) @ $ 5.00 each:.............. _________ ----- FPLAN COMMERCIAL VERSION DEMO KIT @ $ 5.00 ea:. _________ ----------- ----------- SUB-TOTAL:............................ $__________ LESS DISCOUNT (If Applicable):................. $ _________ (Prior Registered Users: 20% off New Programs ----------- & 50% off Revisions of Registered Programs) SUB-TOTAL:............................ $ _________ ADD SALES TAX (If Applicable):................. _________ (6% for Florida Residents) .............. : : TOTAL SUBMITTED:............................. : $ _______ : :............: Make Check or Money Order Payable to: FIRST FINANCIAL SOFTWARE Your Name:..... ________________________________________ Address:....... ________________________________________ City/State/ZIP: ________________________________________ Phone Number:.. (_____) ___________________ Best Time(s) to CALL: __________________________________ MAIL CHECK or MONEY ORDER AND COPY OF THIS ORDER FORM TO: : : : FIRST FINANCIAL SOFTWARE : : PO BOX 592967 : : ORLANDO, FL 32859-2967 : : : ------------------------------------------------------------- Second letter from Pinnacle starts here: ------------------------------------------------------------- January 2, 1991 Dear Mr. Hood, Thanks for the subscription to your valuable SMS service. I have a few more items that you may find interesting. New Distributor I didn't find this one in your database, so here it is: MicroForum of Toronto. I've enclosed some reference material. They seem to be promoting the "Rack o' Shareware" approach, in which a distributor doesn't sell to customers, but sells ready- made bundles of pre-selected shareware and freeware programs, packaged inexpensively in celluloid envelopes, which the store hangs on racks and sells for $5 each. May I be so bold as to dub this "Rackware"? I know there's another (small) Rackware operation in Montreal (I'll get you the address), and of course, PC-Sig and WizardWare have their Rackware operations. There must be a lot of 'em out there, and they should be distinguished from traditional disk vendors. (ed: Microfourm is at 944/A., St Clair Ave W., Toronto, Onatario, Canada M6C 1C8, tel 416/656-6406) I'm not sure the MicroForum people are Shareware Believers, though. They mention Shareware once in the ad, but don't really explain that the software doesn't really cost whatever the rack- price is. Judge for yourself. I think some stores may be surprised when they get complaints. On the other hand, one would expect that by now, store owners know what shareware is. Though I'm sure many still haven't made the distinction between shareware and "Really Good Free Stuff". And I'm sure they don't explain Shareware to every one of their customers. For the Goodies File I like your idea of "Goodies" (i.e. programs and services specifically for Shareware authors). With that in mind, I'm enclosing my "Pinnacle Help" product. I believe you'll find it interesting. I think it deserves a place amongst the "Goodies". Soft A'Ware has decided to include Pinnacle Help in its catalog "as a public service" (to quote Mr. Van Valkenburg). I was naturally very pleased to hear this, knowing how exclusive and practical their catalog is. Soft A'Ware Revisited I noticed that you have Soft A'ware listed also as SOFTAWARE. I asked Mr. Van Valkenburg about this, and he said that the SOFTAWARE address is one of his, but essentially duplicates the SOFT A'WARE address. You may want to ask him about this and save us authors some postage. (corrected! ed.) Ideas Update In my last article, I mentioned some ideas I'd tried that do and don't work. I'd like to mention the idea of "Bannerware" (a term that was coined, I believe, by Public Brand Software). "Bannerware" doesn't actually ask you to send money to register the product, but advertises your name. It may mention some other products and suggest that you order them. Personally, I have found pure Bannerware to be of little use. Some of my products, such as my "Hands Off!" burglar alarm system, are essentially Freeware, but describe some other products, and give appropriate prices. Some of my Bannerware products offer a "Grab-Bag of Shareware" for a reasonable price, along with all the usual hoopla that you write to convince the reader that it's the Second Coming. It doesn't seem to work very well. I figure it this way: 1) People are already skeptical about reading advertising on their computer. They'd rather see it from a source they can trust, like on a commercial in the middle of reruns of "I Love Lucy". 2) The main reason, I think, is that in order for people to go through the drudgery of mailing out a cheque, they need something tangible that they actually need. Most computer users won't mail out a cheque "just to see". I find this to be a general principle in shareware. People want to get something tangible back -- of known utility -- even if it's only a nice "Thank-you" letter. This is surely why the Association of Shareware Professionals frowns upon those authors who cash registration cheques and never even send a letter of acknow-ledgement. At the most basic level, Shareware means, "I gave you something you like, so please give me something back". Viewed this way, it might be called "Guiltware". (i.e. "I worked so hard on this! Won't you please send me money?" This is of no big concern to the user, is it? I believe that in fact, Shareware means, "I gave you something you like, so you know that if you send me something, you'll get a little something more". This "something more" might be printed documentation, assurance of product continuation, additional features, a say in the product design ... whatever. Getting back to Bannerware, I have found that that a variation does work slightly better. In some of my shareware offerings, I offer to throw in my "Grab-bag", or selected products, if the registree adds a few extra dollars. After all, he is alrady mailing off a cheque, so why not check off a little box and simply make the cheque a little bit bigger? This does net me some extra cash, though less than I would have expected. I have some ideas for improving my return on this method, and I'll let you know how it goes... Cross-Border Mailings Here's a technique that works with the Canadian Postal Service that will probably work anywhere. When I mail diskettes to the U.S., the package has to pass the scrutiny of the customs officials. So I have to affix a small tag explaining the contents and value of the envelope. Now theoretically, if the package contains 3 diskettes, I should mark a "Value" of maybe a dollar. After all, that's what the diskettes cost me. However, for the past 5 years, I've always written "ZERO", and I've never had a package returned. It occurs to me that some authors out there might be giving themselves unnecessary grief by writing a positive value on the envelope, which may result in the package being held for pick-up at the customs office at the other end of its journey. I figure it this way: I do not mark the cost of the envelope, even though it cost me a few cents. A diskette is nothing but a digital envelope, isn't it? I've had a few people tell me I shouldn't do this. Nevertheless, although the label on my envelope clearly reads "CONTAINS COMPUTER DISKETTES. VALUE $ZERO", I've never raised an eyebrow down at customs. So if you've had grief because of cross-border mailings, maybe this tid-bit will help you. Sincerely, Timothy Campbell President ------------------------------------------------------------- PINNACLE SOFTWARE'S COMMENTARY - First Letter ------------------------------------------------------------- PINNACLE SOFTWARE'S COMMENTARY (c) 1990 (A shareware software diatribe) from Pinnacle Software of Montreal WRITER, T. CAMPBELL (514) 345-9578 MAILING ADDRESS: PO BOX 386, MONT ROYAL, QC H3P 3C6 SHAREWARE MARKETING BACKGROUND -- WHO THE HECK I AM From my standard corporate blurb (for magazine people and others): Pinnacle Software is a computer consulting company based in Montreal, Canada. It was founded in November of 1985 by Timothy Campbell. In January of 1986, Mr. Campbell started work on the Pyroto Mountain BBS program, Pinnacle's first shareware offering. Since that time, Mr. Campbell has written numerous shareware programs is generally considered to be the most prolific shareware author in Canada. Prior to setting up Pinnacle Software, Mr. Campbell founded Canada's first coast-to-coast consumer telecomputing service, which many called "The CompuServe of the North". Mr. Campbell is a self-taught programmer and has been coding since 1971. So much for the official line. In informal terms, I write shareware -- a lot of it. I'm not a big shareware superstar. I pay the rent with my registration money -- sometimes. Much of the money I get goes back into building up my potential for registrations. As time goes on, I plow more and more of it in, finding that the "free advertising" of shareware is merely a pretty myth. A WORD OF WARNING As my last remark may have indicated, I'm quite cynical about shareware. Even though it brings in nice, crinkly, spendable money, I am distressed by the amount of misinformation and disinformation you can find out there. So when I write about shareware, I tend to push in the opposite direction. Call me a curmudgeon. It's a dirty job, but somebody's gotta do it. So even if, in the following text, I seem very "down" on shareware, bear in mind that I've been doing it for 5 years, and though I keep threatening to give it up and get a real job, I keep at it. Shareware is my chosen mode of expression, and brings in a good chunk of my revenue. SHAREWARE DISTRIBUTION POINTS -- MY PERSONAL RATING METHOD Let's start by saying that the variable quality of our outlets goes 'way beyond the "ABC" rating system of the Shareware Marketing System project (hereinafter referred to as SMS), though I gather that the subjective nature of rating makes the "ABC" system one of the few that's feasible. I rate the shareware houses in my head, but to make it clear how I think about them, I suppose I could organize my ratings according to this system: X X X Г Г Г Г Г Г Г Г РФ ACCURACY (A) SUPER (B) AVERAGE (C) POOR (?) UNKNOWN Г Г Г РФФФ ATTITUDE (A) KEEN (B) AVERAGE (C) CRASS (?) UNKNOWN Г РФФФФФФФФФ SIZE (A) BIG (B) AVERAGE (C) SMALL (?) UNKNOWN PC-SIG I'd give a rating of AAC. They're big, they push shareware hard, but I've run into numerous problems dealing with them (which means I have to watch them every time I send in a disk). Little T&Z Software (have you heard of them?), get CAC. They're as keen as all get-out, sending frequent letters to authors -- even a Christmas card! Their one-sheet catalog, crammed full of teensey lettering, however, is just too compact to provide people with an accurate view of the products. This is somewhat different from making actual mistakes; they just don't give people a chance to judge what a product does, so the potential buyer can't accurately make a decision on what to get. (I haven't heard from T&Z for a while, so I assume they've pulled up stakes.) Shareware Express, which SMS gives a big warm "A" rating, gets a ?D? rating from me. Yes, "D" for "Beyond Crass". I've sent them many a disk, and my last one even included a cover letter asking them why they never acknowledge receipt of my disks. I really dislike shareware houses that don't realize that the authors are their primary resource. The Software Labs I give a rating of AAA+. Not that I haven't had the odd difficulty there. For example, they latched onto my software and never got in contact with me -- I had to track THEM down. But I knew it would be worth it, because they were doing SOMETHING right. I got a significant majority of my registrations from them (of the regs that came from shareware houses -- more on this later). SHAREWARE DISTRIBUTION POINTS -- MY PERSONAL LIST Before SMS, I had to work hard to find out where to send my disks. Now that I've got the SMS database, I'll be able to mail to my heart's content --until the posties get sick of seeing me at the post office. So my list is rather short in comparison to the SMS list. Nevertheless, I think there's a message hidden in my data that says something about the attitude of the people to whom we authors send our diskettes: Column 1: Used to keep track of the latest product that I have sent these people. Prevents sending duplicate disks. Column 2: the month in which I mailed the software Column 3: the month they acknowleged! Column 4:"-" means they've acknowledged at least once before LATEST OUT ACK CURRENT MONTH IS: DECEMBER FREE31 SEP - Gemini Marketing Inc., 5 Montgomery Crescent, Roxboro, Quebec H8Y 1H3, 684-3522, Barry Dufresne FREE31 SEP Gemini Marketing Inc., P.O. Box 640, 200 1st St., Duvall, WA, USA 98019-0640 FREE31 SEP - Micro-Mart Computer Center, 792 Hamilton Street, Somerset NJ, USA 08873 FREE31 SEP - PC-SIG, 1030D East Duane Avenue, Sunnyvale, California, USA 94086 (408) 730-9291 (list shortened for this article to provide examples. Tim's full list available from SMS. ed.) Notice a pattern? Most of these people just plain grab the disk and don't even say thanks. Don't even drop me a line. (Tim's full list shows lack of acknowledgement, ed.) Well, before SMS, I tried each one a few times, then dropped 'em. No point sending disks into a black hole. That's the way I figured it. Actually, this list is a bit shorter than my "real" list, which includes individuals (mostly registrees). I'm pushing a new concept of using my registrees to spread my software, and I'll talk about that later. I've also mailed to a lot of BBS's, lately, but I haven't kept track of that, since I don't EXPECT a BBS operator to behave, uh, professionally. (That came out wrong ... I mean, if I send him an unsolicited disk, there's no expectation for him to acknowledge it. But a shareware house, by golly, lives or dies on the basis of shareware submissions, no?) DISK VENDORS -- A FEW LAST GRIPES The good ones are REALLY good. Public (Software) Library and Public Brand Software get good marks, though the latter has, on two occasions, made HOWLING mistakes in rating my products (not matters of opinion, but glaring factual errors that caused them to reject the submission -- a concrete example is given later). Boo-boos I can deal with, however. The industry is still new. PC-SIG has weirded me out a little. They used to send me "Free Disk" slips (they no longer do this). I got fed up of getting all these slips, without having a catalog from which to pick a disk (!), so finally I took a huge stack of slips, mailed it to them, with a letter reading, "These are wallpaper, as far as I'm concerned; they're useless to me. How about sending me a catalog?" They sent me their shareware encyclopedia, which I considered a commendable response. I realize that these disk vendors are busy busy busy. But I maintain that my ultimate source of my gripes is always the same: lack of useful feedback. FEEDBACK, OH LOVELY FEEDBACK -- GETTING IN TOUCH WITH THE BIG WIDE WORLD As a struggling (though productive) shareware author, I get lots of feedback from my registrees. Most of it, though, is along the lines of "Great program!", which is heart-warming and certainly most welcome, but not very helpful in increasing my ability to get even more registrations. If I lived in California, I'm sure that I'd be more "plugged in" to what's happening. Alas, many of us shareware authors aren't plugged in. Part of my problem is that I live in Canada. I was in touch with somebody over at Gemini Marketing in Washington, and he concurred when I suggested that maybe Americans have a resistance to registering with a Canadian company. There's an imagined hassle with currency (though I take American money and my documentation says so), but there's also another factor. The guy at Gemini encapsulated the problem when he innocently said (to my astonishment), "Oh, if I had to send money to a foreign country, I wouldn't mind sending it to Canada". The term "foreign" is not one that Canadians apply to the U.S.A. The U.S.A. is that big, interesting place to the South, which you have to go through customs to get to. But it isn't really "foreign" to us. In order to deal with this problem, however, I have obtained a mailing address in the U.S. This is a recent development, though, so I don't know how well it will do. I should point out that I had a long, helpful discussion with a shareware author in Vermont (who writes a football-pool program) and he cited his isolation as a major source of irritation. If your area isn't hooked up to something like PC-Pursuit, and you can't afford CompuServe, it's a drag. Authors like us, we look towards the shareware houses to keep us informed and we even look to them for a bit of motivation... Quite seriously, whenever I get a shareware catalog in return for one of my submissions, I feel like I'm getting "a letter from home". Things are opening up, as shareware becomes more "mainstream", but I still feel a quiet thrill when I find a catalog in my post office box. I'm quite sure that many shareware authors feel this way. THE QUEST FOR SOME FACTS PC-SIG, with its "Shareware" magazine, goes a long way in the motivation department. Alas, in terms of "informing" us, it's not so good. They have to paint a rosey picture of shareware (and hey, that's their job), so they tend to portray things as just peachy-keen and everybody's gettin' rich, like. The A.S.P. in particular is of no use to me. CompuServe access is very expensive here in Montreal. And basically, all ASP says is, "Send in your $50 and you can join us on CompuServe". There's no newsletter, as far as I know. As such, it'd be $50 down the drain UNLESS their service is so stunningly indispensible that ... but then, in chatting with other authors, I've gotten mixed reviews... Good information is very hard to come by -- which is what makes SMS so marvelous. It may not answer ALL my questions (or even most of them), but at least it presents, in an unadorned manner, plain facts that I need to know, such as who to mail my diskettes to. Obtaining facts about shareware, it seems to me, is about half the art of playing the game. It seems that some people (Jim Button, for example) somehow acquired the facts early in life. Dummies like me take a long time to figure these things out, I guess. Actually, perhaps it isn't ideal to take people like Jim Button or Bob Wallace as examples, because their products stand head and shoulders above most shareware, simply by virtue of their scope. Let's fact it: there's shareware and there's SHAREWARE! Something awesome like "As-Easy-As" doesn't dribble out of the computer of a casual weekend hacker. Some of these creations are flat-out no-nonsense commercial-level gems! But, then, does this mean that you have to make something BIG to make it big? I don't think so. There are a few smallish programs that (supposedly) have made the author some big bucks. Supposedly. Is this true? HIDDEN EFFORT -- WHAT YOUR SHAREWARE HOUSE WON'T TELL YOU Alas, I don't know. I hear stories, but how many can be believed? And when you DO hear of a "small" product making it big, you usually dig a little deeper and find that while the actual product might not be a whopper like, say, Qube-Calc, the author nevertheless bent over backward to market the heck out of his wares. Take Apogee Software, with their "Kroz" games. I wrote a similar game once, a few years ago, named "Drifting". (It was a guy in a space-ship that was without power, see...) Anyway, after a few weeks of diddling with it, I trashed it, figuring, "Nobody registers games ... why am I wasting my time with this?" I hear that the Kroz games are doing exceptionally well. But as you can see if you download, say, Kingdom of Kroz, the author markets, markets, markets. He mentions, for example, that he poured about $2000 into marketing that game. The average shareware author isn't prepared to do that. That sounds too much like "serious" marketing! I think that -- if he doesn't give up -- every shareware author finds out, sooner or later, that shareware is a heck of a lot of hard work. I've formatted so many disks for mail-out that I can guide a diskette into the slot without looking, while munching on a sandwich and watching TV and chatting on the phone. Sure, some mayonnaise gets on the diskette, but at least it formats quickly with Sydex's super FORMATQM program. (Yes, yes, I registered it.) I once suggested that somebody could make some money by offering to be a mail-out service. You mail him a master diskette, and he mails a copy to everybody on his list. He charges about 3 bucks per disk. Expensive, maybe, but most shareware authors would rather program than format disks. It sounds like a good idea, but don't look at me; I want to program, not format disks. I'm a shareware author. Which is ... hmmm ... why I spent all last night formatting disks. (Sigh) Now you know why this article is occasionally a bit incoherent. I actually write better than this. Honest I do. SHAREWARE FOR FUN AND/OR PROFIT I have a very bad personality trait: I write the shareware programs that I enjoy writing. I don't do market surveys. Ideas pop into my head, and I suddenly declare myself an artist. That is to say, I create my creation for it's own sake, and subsequently find out why the word "starving" so often appears before the word "artist". Which is not to say that I'm utterly beyond help. I do occasionally recognize the need to buy actual food with actual money, so on occasion, I actually create things that are practical. My Area Code Hunter program, for example, was created deliberately to be practical. And just look at all my other practical products ... like, uh, well ... umm. A few little utilities 'n' things, which (as we know) are not the dollar-makers in shareware. It seems to me that when we talk about shareware, we could express its potential for profit in two ways: cash and satisfaction. These two aren't actually separate: I get more of a thrill from a $45 cheque in my mail-box than I ever got from the weekly $600 cheque I received when I was earning a salary. In our society, we tend to express value in terms of dollars, since that's a darn convenient way to talk about things. But there are plenty of people like me (if I may judge from the shareware I see) who program for, well, the ART of it all. But sometimes I wonder if these people are frustrated, hearing about how much money they "should" be making. It would be a shame for their satisfaction to be overwhelmed by a misplaced expectation, when their original motivation was simply to create something for its own sake. That is why I do not appreciate the shareware hype that suggests that any hacker can make big bucks just-like-that; it's not entirely necessary. All this reminds me a bit of the early days of rock 'n' roll. Back then, it was just a guy with his guitar ... just a guy with his guitar ... and don't ya know he's gonna go far ... yeah, 'cuz he plays a mean guitar. A mean guitar. Oh yeaaaah. Now it's a guy with his computer. He CAN go far, but he should remember how many broken guitar strings and hearts littered the pathway to today's rock 'n' roll. Once a musician stops playing music for it's own sake ... it changes. I don't think I have to explain what I mean to anybody who has experienced 60's rock, or compared it with 90's rock. NOT SHAREWARE! Getting back to the subject of disinformation, I find that it's easy to be led into believing that the big success stories just uploaded their files here 'n' there and then the money started pouring in. Let's look at the classic "success" companies: NAME OF COMPANY MY COMMENT AM Software ? Brown Bag ? Buttonware M.B.T.R.O.M.S.A. (See note) Datastorm Not really shareware any more Expressware M.B.T.R.O.M.S.A. FormalSoft ? Hooper Inc ? Magee Enterprises M.B.T.R.O.M.S.A. Mustang M.B.T.R.O.M.S.A. PKWare M.B.T.R.O.M.S.A. Quicksoft M.B.T.R.O.M.S.A. Sydex Looks like shareware to me Trius ? KEY EXPLANATION -------- ----------- ? I don't know enough about these people to comment intelligently MBTROMSA Marketing Beyond the Realm Of Most Shareware Authors I am not quibbling about the success of the MBTROMSA people, nor am I playing sour grapes. Hey, these are cagey people who made a success of themselves, and more power to them! What I quibble about is the blithe use of the word "shareware" in application to these people. Shareware (as generally presented to the innocent) tends to evoke images of self- propagating software. No, not viruses, but, well ... it's an image of people ... SHARING! I believe that you'll find that all of the companies mentioned above (not the least of which is Datastorm!) know that Shareware isn't really about sharing at all. AN ACTUAL INTERVIEW WITH AN BUDDING (INNOCENT) AUTHOR Somebody just signed on to my bulletin board, saying he's releasing a shareware product for his ST computer. It turns out it's ... a biorhythm plotter. I asked him what he expected from shareware, and here is a transcript for your edification: ME: What are you expecting from shareware? What do you think it is? HIM: From what I've been led to understand, basically it's released to the public domain [sic] and the author asks for something in return, giving the promise of updates. In my case I'm not promising updates, because the program is basically already as polished as it can be, so I'm basically releasing it and depending on people's good will. ME: Where are you uploading it? How will you distribute it? HIM: I have a friend who will upload it to Genie. ME: Anywhere else? HIM: No, just Genie. ME: How much money do you expect to make? HIM: I'm asking for $2 for the registration. I don't expect to make lots of money. It's just a little ego trip to see my software spread around the world. What can I say? Clearly this is an author who is in need of solid infor-mation. He later told me that he wants to make something BIG (a "cover" of a commercial game), but wants to see what this does, first. In the absence of solid information, it seems that he's going to be disappointed, and we might lose a good author. (Hey, we all wrote biorhythm programs at one time, didn't we?) IF NOTHING ELSE HERE IS SIGNIFICANT, AT LEAST HERE'S SOMETHING STARTLING I track my major products with serial numbers. This enables me to find out PRECISELY what happens when I send a product out the door. And the stunning fact is: PEOPLE DO *NOT* SHARE SHAREWARE TO ANY GREAT EXTENT Most of my registrations are "first-tier". The person accesses a board that I've uploaded to, likes my product, and pays for it. He doesn't give it to a friend. Hence the need for decent marketing. It took me a long time to realize what my distribution figures were screaming at me: the shareware world is NOT a magical conduit for most of us. True, PKZIP gets around. Overnight, it'll spread across North America. But it's the exception. I'm sure that anti-viral software also manages to reproduce wildly across the continent. Here in Montreal, I VERY rarely see even the mighty PC-File, except on boards that are on some kind of ASP mailing list (or something like that -- I wasn't too clear on how the board in question got its updates, except that it was a formal agreement). There IS a solution to all this, I think, and it involves making reality more like the lovely myth. And that would involve getting sysops of BBS's to really push upload/download ratios, encouraging people to go out and FIND things to upload. Is that practical, though? I don't know about your area, but most of the boards here in Montreal are free. Upload/download ratios are an effective way to keep users from becoming software sponges. But in many areas of North America, the big systems are pay systems. And they can't really go for upload/download ratios ... can they? I don't run a big board, so I couldn't say. The last big system I ran was in 1985, on a minicomputer. That was before multi- line micro-based BBS's were around. When I first got into shareware, I naively thought that I'd upload my baby to CompuServe and it'd be spread around the entire continent within a few frenetic weeks. I figured that eager people would want to upload it to their favourite boards, just to "share" the experience with others. That was a very egocentric way of looking at things. As a computer junkie, *I* would behave that way. At least, 5 years ago I would have, when there wasn't a glut of shareware. But it didn't happen. Back then, I didn't know what was going "wrong". Now I know how little sharing goes on, and I have the data to prove it. Now, you might think that perhaps my products just aren't shareable. There's some truth to that! My BBS products would only interest sysops, for example. Yet, that pinnacle of achievement, the super-duper LIST command by Vern Buerg, is UNKNOWN to any business client I've ever had! They all use DOS TYPE, for cripes sake! How can this be? If it was simply a case of quality and value, the LIST command should have swept the world within a few weeks. Personally, I hammer it into every computer I come into contact with, along with a few other "Must-Have" utilities. Try this out: walk into any company that has, say, 10 PC's. Ask them what version of PKZIP they have. You'll be met with a dumfounded stare, probably. Maybe it's different in California; I don't know. But where I am, shareware is a big blank. Most people have never even heard of it. I can only conclude that the "gospel" isn't being shared. SO ... SMALL NUMBERS YIELD SMALL SALES -- HARDLY A REVELATION Getting back to CompuServe ... I was delighted to see that my Area Code program was downloaded 100 times in only a few days. But I was only excited because it was a RELATIVE success. My BBS programs don't get that kind of traffic -- which is understandable, as CompuServe isn't over-run with people frantically looking for some way to become a sysop. A month later, the initial surge wore off, and I had maybe 120 downloads. Some really popular downloads achieve a few hundred downloads in a month. Percentage-wise, considering the active population of CompuServe, that's impressive. But ... just a couple of hundred downloads? Chicken-feed, really. A commercially successful program ships tens of thousands of copies in that time. A few hundred is nothing. So CompuServe isn't THE answer. I realize that most veteran shareware authors know this. All the successful shareware companies must know this. Heck, after a while, even *I* figured it out. But I have the sneaking suspicion that a LOT of new shareware authors DON'T know. They still think shareware is mostly about sharing. WHERE DO BIG NUMBERS COME FROM? Alas, the disk vendors are very careful about not releasing their distribution numbers, even to the authors. I suppose they don't want the information to leak out to their competitors. It's a shame, because it would help us a lot. For example, in one issue of Shareware magazine, my Sapphire BBS product was listed as PC-SIG's #1 telecommunications package (in terms of number of units ordered). Does that mean that they moved 1000 of them? If that was the case, the resulting number of registrations was certainly below par, which in turn would mean that somewhere along the line, I've made a SERIOUS mistake. It would benefit me to know the figures so I could assess the value of my work to the end-user. I'd like to know the facts! Also possible, though, is that it was simply a slow month for them. They only shipped, say, 20 of ANY telecommunications package, and Sapphire happened to ship 21 units. In which case, my product is reaping an awesome percentage of registrations. If that's the case, I'd like to know THAT, too. It means I'm doing something RIGHT! Maybe they worry that we authors would let the numbers leak out, but that's unlikely to be a problem, for two reasons. First of all, even if the numbers for a particular product were SMALL, it isn't a way to judge the entire disk vendor company. Perhaps that particular shareware product was, by fluke, badly described in the catalog, or there was a feature article in the catalog for a competing product. Whatever. You can't derive much information from a single data-point. But maybe they worry that their competition would amass figures by canvassing dozens of authors, building up a database? Not likely to work. In my experience with shareware authors, they're just as tight-lipped about distribution figures as any disk vendor ever was. I've heard some unconvincing claims of "tremendous success", and some ominous admissions of "doing okay, I guess". But actual figures? Never. Nor do I give out actual figures. Quite frankly, I haven't a clue just how many disks ANY shareware vendor ships. I hear that PC-SIG ships lots and lots and lots. That's about as accurate as it gets. What *I* want to know is: how many of *MY* products do they ship? I hear that some shareware houses will release that kind of information if you provide them with a mailing list of your registrees. I hesitate to do that, because I never warned my registrees that I'd be trading their names like baseball cards. I suppose my position, in this big "information vacuum", is a somewhat ... hmmm ... libertarian stance. I figure it this way: if the disk vendors can help the shareware author make decisions more intelligently, it can only improve things... The author will write more marketable software. The disk vendors will receive better product information, which in turn will help them represent an improved product in a more accurate way. More people will be pleased with their products and order more disks. Everybody will win, and we can all go frolic in the fields of clover and fragrant spring flowers! Maybe that's a little too "Ayn Rand". Benefits seldom build up so smoothly. The harsh reality is that diskettes get lost in the mail, and disk vendors can find all their mailing envelopes damaged by a broken water-pipe. My rosey picture of an alliance between disk vendor and author is only an ideal. But having said that, I think it wouldn't hurt if we all shared the ideal. WHO OWES WHAT TO WHOM AND WHY? I do not believe that in the long run it helps to have all those shareware authors groping in the dark. Once again, this reflects my attitude that a shareware houses' PRIMARY resource is the author. I admit that I'm somewhat biased in this regard! A friend of mine once stated the problem in a cynical (or refreshingly honest) way: "If you don't write the stuff, somebody else will. Nobody ASKED you to write it!" He's right, of course. There are probably lots of budding authors who would take my place. Naturally, their (wince) drivel won't be as good as my (blush) deathless masterworks, but hey. The point is, we've got a case where it behooves both parties (authors and vendors) to understand how they work together and how they need each other. I believe that we've got a long way to go before that understanding has brought us to a condition of synergy. To be fair, I'm sure that if I ran a shareware house, I'd have a very dim view of 95% of shareware authors. I've seen a lot of shareware that is just plain awful. So I try to put myself in the shoes of the disk vendor, and I understand that he has a LOT of garbage to sort through, and that quite frankly, many authors haven't even done enough groundwork to DESERVE the red carpet treat-ment. At this point in my commentary, I've got to say, "Dang it! My software is GOOD! They should be NICE to me!" While I acknowledge that the actual value of my software (or any software) is open to debate, I nevertheless maintain that my software is both presentable and saleable. A good portion of my stuff is mere ballast, but in any shareware pack I send to a vendor, a reasonable portion of my wares is good enough that I expect them to say, "Hey, this guy isn't a slug ... let's treat him like a real author!" I've had enough positive feedback from INDIVIDUALS at the disk vendors to know that I deserve a fair shake. The words "Commercial quality" have been used to describe some of my stuff. (Mind you, I've seen some "commercial" products -- that will remain nameless -- which do well financially, yet are horrendous when compared to good shareware). So how do you explain the crassness of some disk vendors? I usually tell myself that they're busy, and having trouble keeping up with growth. I'm sure that this is true. But it hardly absolves them of all blame. DEAR SIRE, WE REGRET TO INFROM YOU THAT YOUR SUB MISSION HAS BEEN REJEECTED Here are a few stories to illustrate the frustrations an author can have: STORY #1 I sent a disk labelled "Grab-Bag" to PC-SIG, along with a cover letter explaining that the various ZIP files contained all my shareware. (At that time, I could still squeeze it onto one disk) It was rejected lock, stock and barrel. Explanation: "No room for documentation on disk." Can you wrap your mind around that one? The guy who reviewed the disk thought the product was named "Grab-bag", and that it did something or other, but it was too big. God knows what he concluded it was FOR, as none of the programs were in any way related to each other. I phoned the President of PC-SIG and he said he'd look into it. Six months later, I came to realize that he'd done nothing, and that none of my products were in their catalog. STORY #2 Last week, Gemini Marketing in Washington called to ask me to resubmit my shareware pack. It seems that somewhere along the line, the papers that accompanied the disks became separated from the cover letter, as were the individual disks, or something like that. Plus, the master disk wasn't any good, see, and we don't know what we did with your disks. Or something. Please resubmit. STORY #3 Public Brand Software rejected one of my programs. Here's the letter I sent to them: April 2, 1990 Public Brand Software 3750 Kentucky Avenue Indianapolis, Indiana USA 46241 ATTN: Software Reviews Dear Software Librarian: I have enclosed your review of my Sapphire Bulletin Board software. I am moved to write to complain about the assessment. My previous contact with your company has impressed me greatly. I've come to expect careless reviews from some disk vendors, but I had hoped that I would be spared the same painful experience when dealing with your company. My feeling is that Sapphire was reviewed quickly. I cite three items in particular: 1. Your reviewer failed to mention the "Zero-Maintenance" aspect of the product, which is its main "selling point" and in fact is mentioned right on the diskette label! Unlike some BBS's that require constant or even occasional attention, Sapphire can be set up and then virtually forgotten. (The sysop may wish to retain the task of validating users, but this is optional.) 2. Your reviewer said that Sapphire is useful where "E-Mail" is of paramount importance. Well, I try to look at my own product fairly, and I must say that my product's approach to private messaging is not what would be called "E-Mail". This is admittedly a failing of the product, so I could hardly take credit for excelling in this area. 3. The most irritating aspect of the review was that I was refused entry into the catalog because the product was "A limited version". This is simply not true. The product is fully functional; registration does nothing but remove the opening screen. Moreover, there is no time limit. The user could "test-drive" the product for years (though that would run contrary to my shareware terms). Please have this product reviewed again. Should you require any additional information, please feel free to call me. Sincerely, Timothy Campbell President I enclosed another copy of the disk. They never answered or acknowledged receipt of my letter. As far as I know, my product is not listed in their catalog. I should point out that in general I find PBS to be very supportive of shareware authors. But they really dropped the ball on this one. STORY #4 I really appreciate the feedback that PBS gives shareware authors. They acknowledge receipt of your disk, and then they send you a copy of the review. They're very organized -- and I appreciate that! I realize that it's BECAUSE they're so organized that any errors come to the forefront. Whatever the case, they dropped the ball again when they reviewed my Free Speech BBS product. Here was the letter that I sent: November 1, 1990 Public Brand Software 3750 Kentucky Avenue Indianapolis, Indiana USA 46241 ATTN: President <-- Note the change in emphasis Dear Sir, On April 2nd of this year, I wrote to protest the exclusion of my "Sapphire" bulletin board product, which your reviewer had written off as "a limited [i.e. crippled] version". This was and is utterly false. Yet, since I wrote you the letter (6 months ago), I haven't heard a word from you on the matter. Now I receive a letter telling me that two people have reviewed my Free Speech software. The first reviewer found that it was fine, but the second found that it failed on an "Error 100". Looking up the error in my Turbo Pascal manual, we came up with several possible explanations, all of which point to an installation error. In any case, we have carefully test-installed the enclosed version and we assure you that it works as advertised. If your reviewer ("A/S") has the same problem again, we would appreciate knowing how his system is configured. (A full disk drive would also cause that run-time error, for example. And if he failed to follow the instructions in the manual about inserting FILES=20 in CONFIG.SYS, this too could cause the problem.) I would like to have both products reviewed again. Should you require any additional information, please feel free to call me. Sincerely, Timothy Campbell President You might say that this problem is my fault, insofar as ANY installation problem is MY problem. If the reviewer had a problem, anybody could have the problem. My program should have been designed to expect a departure from the installation procedure. On the other hand, I have never received a call complaining about a problem with Free Speech installation, except for one guy, whose modem behaved in a bizarre manner. (He replaced the modem and things were fine after that.) Based on my experiences with other reviewers, I wonder how carefully the guy paid attention to the installation procedure OR IF HE'D EVEN BEEN GIVEN THE ORIGINAL ZIP FILE. Anyway, the point is moot, because as you might expect (by now), I never received a letter in response to this letter. I hope that by now they're carrying my Free Speech product in their catalog. But I have no way of knowing, short of sending them money to become a member. OVERVIEW OF THE STORIES As Pat Paulsen says, "Picky, picky, picky!" I suppose I should expect a certain amount of grief, considering how young the shareware market is. But as I said, I'm optimistic enough to keep hacking away at shareware, but not blind to its failings. I have lots of stories like these. I remember at least two other cases where my products were rejected after only a cursory examination that led the reviewer to the wrong conclusion. Again, my complaints aren't really valid if my products are trash. A good reviewer can make a decent assessment of the product just on the basis of the READ.ME file. (If it's got typos, quality is not likely to be forthcoming.) Most of my work is a lot more carefully written than this long missive. I'm doing "stream of consciousness" here and I only intend to proof-read for typos. Actually, I spend an inordinate amount of time honing my READ.ME's. In fact, my HELPME product is kind-of a huge READ.ME. I put a lot of loving care into my packaging. Am I the only shareware author who is occasionally frustrated by the disk vendors? I can't believe that that's the case. I hope that SMS becomes a force to be reckoned with and -- like the Michelin Guide -- encourages the vendors to slave for that extra "star". IDEAS THAT DON'T WORK -- DON'T TRY THIS AT HOME, KIDS! "In order to succeed, you've got to learn to fail". Somebody MUST have said that. In any case, it certainly applies to MY career in shareware. Nowadays, shareware brings me about half my net income. Dollar- wise, it brings in more than that, but about a third is plowed back into promotion. METHOD #1 -- HOPE FOR THE BEST But from the time I released my first product (Pyroto) until I received my first registration ... it took SIX MONTHS! In my wide-eyed innocence, I simply spread it around a few places, expecting it to magically reproduce. I certainly learned the error of my ways. Now, when I release a new product, I send out a few hundred copies at least. It's the only way. Interestingly, I've found that BBS's and telecomputing systems produce far better results than Shareware houses. This may be only my experience. Some authors, I know, bank on the disk vendors. But thanks to my shareware tracking (using serial numbers), I can't help but have more faith in modem power than mail power. I've always felt that if somebody sends in money for a disk, he feels that he's paid for it already. It doesn't matter if the shareware house states otherwise (and come to think of it, a lot of them don't spend much time explaining what shareware is). METHOD #2 -- SHAREWARE SHOTGUN Perhaps I'm "down" on shareware houses because of a bad experience I had once. I bought an issue of Computer Shopper and sent a shareware pack to every single person or company listed in the shareware classifieds. I mailed out over a hundred packages. Only three bothered acknowledging receipt of the disks! I suppose that lots of people figure they'll make easy bucks by running a shareware house, but quickly realize that it's NOT so easy. By the time they decide to change their career, however, they've received hundreds of disks from hopeful authors. I'll bet those ads in Computer Shopper pay for themselves, just in free disks! METHOD #3 -- BIG-BUSINESS SHOTGUN Once again armed with Computer Shopper, I wrote down the names and addresses of the 100 biggest hardware vendors, and sent along my Area Code reference program, suggesting that they include it with every computer they send out. I figured maybe they already included a disk or two of useful things, so tucking in another program would be a snap. It was worth a shot. But no such luck. Of the companies who bother to reply ... neither was interested. So ... scratch $100 worth of postage, $25 worth of envelopes, $40 worth of diskettes, and the price of the gallon of cola I needed to wash the taste of envelope glue out of my mouth. This method failed, I think, because I was asking them to do something they weren't doing in the first place. Perhaps if I'd offered to MAKE the disks for them... It's something to think about. METHOD #4 -- HERE 'N' THERE REVISITED Eventually, by the sheer weight of programs I was sending out, I started getting a so-so number of registrations. But not enough to make me dance with joy (and it wouldn't take much to make me dance, you know). I realized that I wasn't going about this in a BIG way. True, I was hitting the really big shareware houses, and getting my programs on CompuServe. Occasionally, I'd send a pack to some other telecomputing service. But that was no way to make a buck. Y'gotta work harder than that. METHOD #5 -- DOLLARWARE For the past few months, I've sent out hundreds of disks that promise people that, if I get a registration for the product, they get half the registration price. Each product is clearly stamped with their name, and they can test-install the product and verify that their name does indeed show up on the registration form. This method of distribution doesn't work, either. Maybe it's because they only stand to make 5 to 10 bucks per registration. Whatever. I don't know why it doesn't work. All I know is that I've sent out HUNDREDS of disks like this, and my results strongly suggest that most of them get thrown in a drawer, where they gather dust. They're neither uploaded nor shared. It is very time-consuming to make individually-stamped disks, but I'll keep trying the DOLLARWARE concept for a while longer. I've added a few embellishments. Maybe I can polish up the concept a bit and make it work. It sure sounds like a fabulous deal to ME! Hey, all you do is upload a file (no big effort) and it can bring in some money. What more can you ask out of life? METHOD #6 -- ATTACK! Over the holiday season, I am going to use the SMS database to prepare a mailing which I expect will cost me around $500. Five hundred bucks? I've come a long way from the days when I thought I could simply upload my program to CompuServe and let it spread by itself. Shareware may be many things, but a zero-dollar-startup business it ain't. I realize that $500 isn't much by big business standards, but the average person isn't too keen about spending that kind of money. Moreover, I start to think to myself: is this going to work? Will THIS $500 investment make a difference? Wouldn't it be better to go all out and buy an ad in a computer magazine? SOME FINAL MUSINGS In other words, isn't it time to abandon shareware? There. I said it. Well, I'll give it one more go. Or knowing me, I won't give up even if this $500 thing doesn't work. I expect it will pay for itself, of course. I fully expect to make a small profit. But that's not the point, is it? The point is that my marketing costs are no longer anywhere NEAR the "zero" I'd expected when I got into shareware. My costs are maybe one order of magnitude less than small-scale commercial marketing. Moreover, if I went commercial, I wouldn't do it alone. I know people who would be interested in helping me market some of my stuff. I don't use shareware because of the money aspect, I suppose. It's a question of creating something that is mine, all mine. If it does well, that's MY thing that's doing well. And that, to me, is worth a lot. Back to the drawing board. . .