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SHAREWARE MARKETING STEP ONE
THE SOFTWARE MUST FILL A NEED!
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To begin at the beginning, you have a software package or at
least an idea for a package. The first question is does your
software fill a market need? And is the need so great that
someone will pay money for your solution? It is easy to confuse
the hard work and frustration of programming - which is
considerable - with the perception that the package must be
worth something since you worked so hard to produce it. In
reality there is NO relation between your programming effort and
the real need for the program. Spend some time imagining and
researching a large group of computer users who have a need for
a package you could produce. I'll present a list of "new ideas
for shareware" in just a few paragraphs.
Successful shareware fills definite market needs. Glance at the
following list of truly successful shareware authors and ponder
how your package fits into the market pattern of these
documentable winners. You don't have to offer a similar package,
just something that fills a real need that people will pay for!
Notice that the serious players offer SEVERAL packages or offer
one mainstream package and develop it to near commercial
quality. Complexity and a wealth of features tends to sell in
the shareware arena.
Another pattern is that the successful packages tend to be
somewhat mainstream (databases, spreadsheets, serious utilities,
accounting) BUT NEW IN CONCEPT. Still another pattern is that
the winners hang in there for the long haul. They have patience
measured in a duration of years. Another pattern is speed:
successful shareware authors bring a program to market quickly
before any other shareware (or commercial) company can. In some
ways this is the advantage of remaining an proudly independent
programmer: you can quickly decide on program features and bring
your new idea to market faster than a large organization. A
final pattern is dedication to excellence - successful authors
continually refine and hone their programs to be the fastest,
most user friendly then continuously update them which itself
attracts considerable market attention. Study this list for
patterns of SHAREWARE SUCCESS carefully!
LARGEST SHAREWARE ENTERPRISES
Buttonware - Baker's Dozen utilities, PC-Calc, PC-Type, PC-File
Datastorm - Procomm telecommunications package
Quicksoft - PC-Write, PC-Browse, PC-Write Lite
Brown Bag - Homebase, Powermenu, PC-Outline, Cash-Trac
Magee Enterprises - Automenu, Treeview
Expressware - File Express, Express Calc, Check, Graph, Onside.
PKWare - Pkzip
Hooper Inc - Finance Manger Accounting Series, Cheque it Out
MAJOR SOFTWARE COMPANIES
Trius - ASEASYAS, Draft Choice
AM Software - AM-TAX
Sydex - 22 Disk, Teledisk
FormalSoft - CubeCalc
Mustang - Mortplan, PrtLabel, Wildcat
Omniverse - Galaxy Word Processor
REASONABLY SUCCESSFUL INDIVIDUAL AUTHORS
Neil Wagstaff - Family Ties Justin
Boyan - Boyan Telecommunications program
Mark Adler - NY Word
John Friel - Qmodem
Mark Harris - LQ utilities
Dennis Lozen - Fastbucks
Robert Hime - Letters and Labels
Jerry Medlin - Medlin Accounting, PC-GL
Obviously, obtain shareware catalogs from larger distributors
such as PC-SIG, Public Brand, New England Software Library and
other large distributors listed in the database which
accompanies this package.
Closely examine these marketing treasure troves and determine if
similar packages to yours exist or, from a contrary viewpoint,
if market gaps for your package exist. This is basic research
which costs little and can prevent considerable frustration when
you discover that the superb printer utility you had planned to
program already exists as 23 different variations in the the
shareware market. Look carefully for market gaps in a variety of
shareware catalogs before you start writing code! A shareware
programmer without a LARGE stack of shareware catalogs next to
his/her computer is flying blind!
██████ TIP ██████ Know thy timeline: it will take 3 to 5 years
to build critical mass behind your product. Be patient and hold
on to that mail room job for a while. Fill a need. Don't program
games (low registration potential) if you can program an
application. Don't spend hours programming a killer database
when 1,760 databases already exist. Find a niche market, create
a niche market or spot a problem that isn't being solved. Watch
for commercial software packages that seem new or unusual in
concept then see if you can "shareware" the same concept to
market quickly. Study other shareware that is "almost" market
perfect but somehow misses the mark.
Consider weaving the good ideas from several packages into one
package. Consider collaborating with another shareware author.
You will have to write more than one package if you are serious
about shareware as a marketing method!
As a starting point, consider these concepts for shareware
packages: Mapping and plotting of contours, conversion of
satellite imagery, business plan creation tools and templates,
decision making software, IEEE 488 interface programming tools,
contractor accounting package for DOD 2002, OCR with spell
checking and AI, Criterium clone, AI resume generator, VGA
demonstration systems, Windows 3.0 programs and toolkits,
toolbook clone, libraries in C and pascal, dBase compiler, label
printer with AI which can scan in any source document and find
and format label information, Rbase clone with royalty free
runtimes, clone any of the programs in the PowerUp software
catalog, Reflex database clone, extremely complex vertical
market management and market research packages for banking, law,
medicine, statistics, accounting, biotechnology, database
compilations of selected mailing lists, shareware magazines,
package-specific tutorial systems, home business planning and
marketing packages, shareware distributor inventory and billing
packages, direct mail planning and marketing kits, how to deal
with lower back pain for computer programmers, planning and
pricing a move to another state, job finding kits, foreign
investment guides, lists of Russian entrepreneurs, emerging home
office income opportunity newsletters, tropical fish disease
database, packages for senior citizens on a state by state
resource basis and on and on! This is just a little from the
"fat idea file" on my desk!
Another great idea is to watch each issue of Compuserve Magazine
which is published monthly for Compuserve members. Within the
front few pages is a detailed monthly list of "popular software"
downloads. Study the list carefully and ask yourself the
question: could I clone a better variant of a particular
shareware package which is ALREADY POPULAR?
The key here is that these are POPULAR downloads by a vast array
of Compuserve users which means the marketing research is done!
All you have to do is clone a similar, more richly featured
product!
Sounds simple, but the idea is obvious and updated every month
for your perusal in Compuserve magazine! You are not charged for
the magazine subscription, only for Compuserve connect time
which can be as much or little as you like! Obviously, if you
develop a package, you should upload it to Compuserve (IBM
shareware conference/GO SHAREWARE) as a nearly instantaneous way
to distribute it to a mass market. Upload time is at no charge
once your file begins to upload.
If you want to stretch your thinking, go down to your local
library and scan through shelves of books and magazines and ask
the question: could I program a package similar to this book or
magazine as an interactive data graphic
generator/database/tutorial/calculator/marketing system? Then
having done that could I find the precise market niche for the
product? Books and magazines are still the best and most
original random access device invented by man - a floppy disk
and computer are the same thing with a a bit more speed,
intelligence and grace.
A beautiful concept for a package I had is a TOTAL management
and billing control package for a person taking care of a senior
citizen - the package would manage medical billings, physician
appointments, banking and money, dental claims, unpaid bills,
income sources and so forth. With the graying of the baby boom
generation this is sure to be an explosive opportunity. I have
hundreds of ideas and more like this in a fat folder on my desk.
And I don't have the time and programming skills to make these
ideas happen! Write me if you want to brainstorm ideas for
packages nobody has yet done which may have incredible market
potential as the shareware market matures. I would like to see
shareware distributors start compiling a list of "needed
software" derived from actual requests of their customers.
Better yet, this could become the "bright ideas" database within
this $hareware Marketing $ystem: you submit an idea which is
maybe a little too complex for you to program or team up with a
programmer to write the tough code while you work on an elegant
user interface - follow the drift? There are MILLIONS of
programs which have yet to be written and I would like to see
shareware authors capture the largest part of the pie. I'm on
your side since I am a shareware author too!
My next bright idea is a shareware DISTRIBUTORS newsletter with
a compilation of the best and brightest marketing ideas I have
seen and discovered from shareware distributors throughout
America. I'll bet most shareware distributors would find such a
newsletter interesting and my idea and concept file for that
package is already 8 inches thick (still too thin for me to get
interested just yet!)
Want to hear another wild idea? Today more packages are
published as shareware than as commercial software. It is
possible, some would say probable, that in the future all
software will one day evolve into shareware . . .
I hope you sense the concept: ORIGINALITY, PROFESSIONAL
EXECUTION, RAPID DISTRIBUTION AND MORE THAN ONE SHAREWARE
PACKAGE are more important than raw programming skills!
"Marketing source code" (mailing lists, ideas for packages,
identification of market niches, distribution tricks) is more
important than software source code.
Avoid the standards which everyone else writes such as bible
search programs, text managers, hard drive menu systems,
checkbook programs, general ledgers, genealogy systems, tiny
little printer utilities, games, lotto pickers and spreadsheets.
There are millions of other brighter ideas.
PC-LEARN evolved in a more or less logical fashion. As the
coordinator for a computer club I noticed an insatiable need for
a SIMPLE tutorial for beginners. I wrote a few articles for the
club newsletter which were avidly snapped up. Next I compiled
several articles into what might be termed a PC-LEARN prototype.
Response was good, but the articles were deemed too complex!
Back to the drawing board and another try. Each time I got a
little closer the market told me what to do next. I searched
shareware catalogs for competitors to PC-LEARN (there were some,
but lacking in some areas of content and simplicity). I checked
commercial sources for similar tutorials which gave me further
encouragement. Finally I submitted an early version of the
package to several BBS systems and PC-SIG which is a large
shareware distributor in California. Still more revisions and
more aggressive marketing followed. I was prepared to wait about
five years and then abandon the product since my commercial
photography business was far more profitable with a lot less
effort. But then the magic happened and PC-LEARN began to bring
in registration checks and I knew I might be onto something
interesting. Moral: programming a package is the easy part.
Marketing persistence and patience measured in terms of years is
where the work really starts! Hold onto that real job while you
program and discover shareware.
Reasons to try shareware distribution methods? You can't afford
a major advertising and promotion budget. You need extra income
but already have a job. Your existing package for a consultation
client is good and might be adapted to a larger audience. Your
small utility or game just wouldn't be attractive in the
commercial software market, but a realistic extra $50 or $100
per year for your small package might be a stroke to the ego.
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SHAREWARE MARKETING STEP TWO
PROGRAM LOGISTICS
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The best shareware adheres to certain common formulas:
Strive to have your package run on humble monochrome machines as
well as sophisticated VGA graphics computers. Can your software
auto-detect various graphics resolutions and adjust accordingly?
Remember that there are more monochrome machines out there than
anything else. The customer can't send you a registration if
he/she can't even read the registration request screen! High end
packages have a very narrow base of support for registrations!
Make the program run by intuition. Meaning: can the user fire it
up and run your program without even glancing at the
documentation. Good shareware is self-documenting as it runs!
Don't rely on windows specific programs unless you are willing
to wait until the majority of users run Windows. If you must,
offer a version for windows and a non-windows version.
Don't program specifically for 286/386 chips or math co-
processors unless you want your program to leave the majority of
users behind. Auto-detect these chips but don't hardwire
instructions for these chips directly into your code.
Make sure the program is REALLY bug free. If necessary reduce
your program features even if you suspect a bug might be
contained in a flashy graphics or machine code sequence.
Shareware already has a reputation for being buggy in the eyes
of many users.
Consider having the program display a copyright and registration
notice as the first welcome screen. This protects you and
certainly reminds the user of your program of the need to
register. In the shareware trade this is usually called the "beg
screen."
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 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.
██████ TIP ██████ Consider "brain bartering" Example: your
package has many software features, but you need some excellent
documentation upgrades for your package but aren't a good
writer. Try swapping some programming skills with another
shareware programmer whose package needs some revision or bug
fixes in exchange for that author doing a serious rewrite of
your documentation. No matter how proud you are of your
programming skills, there is another shareware author out there
who is better at machine code, documentation production, beta
testing or something you can't do. Make a list of what your
program needs but you don't know how or have time to accomplish.
Post a message on a BBS system or write directly to another
shareware author. Brain bartering! I would like to list in this
publication a brain barter database: send me a note about what
programming skill you can offer and what programming skill you
need. Write it like a little want ad, ship it to me on ASCII
disk and we thus have the brain barter database! I have some
definite needs for programming upgrades to my own package PC-
LEARN that I do not know how to accomplish. Write me! Believe it
or not I don't know how to program in BASIC, C, PASCAL or even
dBASE. I just tinker with batch files and program in the english
language. Take a look at PC-LEARN and you will see loads of
English but little programming!
Crippleware (a program with limited features, date or time
traps, or other cripples) is a sure looser. No crippled programs
have ever made it in shareware! At one time the famous WAMPUM
database had a date trap cripple which has now been removed.
Moral: As soon as a user even faintly smells a cripple your
program is out of the running for that registration check!
If you make references to DOS commands be PAINFULLY clear. A lot
of users still don't understand statements such as "boot DOS
then diskcopy your master floppy onto a backup diskette then
prepare two HD subdirectories, one for the program and one for
the data." This seems pretty simple, but will confuse a lot of
users who will not even try your program. Explain DOS commands
clearly with painfully simple examples in both your program and
documentation.
Consider offering a detailed DOS training course in your
documentation which some users will register even if they could
care less about your program! See my DOS Tutorial in PC-LEARN if
you want to examine painfully simple examples of DOS commands
which many users can't seem to get enough of! Notice that many
good shareware distributor catalogs always have little mini-DOS
courses on the inside cover. Notice that commercial software
houses such as Borland include mini-DOS courses in the appendix
section of their program manuals. Moral: there are a lot of
computer novices out there who need clear instructions and will
send you a registration check if you can keep your documentation
clear, simple, useful and educational.
If your program prints files, documentation or reports, be sure
to have the program include an extra form feed at the end of the
printout to eject the paper from the printer - this is
especially true for laser printer users who will be most
annoyed that the final sheet of your report or screen display
remains inside the laser printer and is overwritten with yet
another document when they go to use the printer again.
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SHAREWARE MARKETING STEP THREE
DISTRIBUTION AND MARKETING LOGISTICS
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The final product pending yet another inevitable revision is the
DISTRIBUTION DISK which is duplicated and submitted to shareware
vendors, computer clubs and unsuspecting neighbors and co-
workers. Some checkpoints:
Always include a file named README on the disk. The README file
must be sorted to the top of the directory listing. No
exceptions! I suggest not even using a file extension (e.g.,
don't use README.TXT.) Here is why: when you sort the files in
final distribution order (best by extension then filename) the
README file will sort to the top of the directory where it
belongs and where it will catch the eye and serve its purpose.
Within the README file the first item at the top of the should
be the program name, version number, how to start the program,
author mailing address and a provocative description including a
few "sizzle words."
The top of the README file is the most valuable real estate in a
shareware disk! Use it well! It demands more programming time
and thought than the rest of your program code!
Your program description must be provocative and precise. A
reviewer will look for this first and frequently use it verbatim
as a catalog listing. A user will be encouraged to try the
program. The description isn't just a description, it must
sizzle with what might be termed marketing adjectives! Obviously
don't overdo the sizzle to the exclusion of the steak. Look
again at an example README file:
THE $HAREWARE MARKETING $YSTEM (c) 1990, 1991
VERSION 91.02 (Year: 1991, Revision: 02)
Suggested BBS name, this version: SMS9102.ZIP
A shareware software package from Seattle Scientific Photography
Editor, Jim Hood (206) 236-0470
Mailing address: PO BOX 1506, Mercer Island, WA 98040
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To start: A>GO <then press return/enter key>
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DETAILED DESCRIPTION
The $HAREWARE MARKETING $YSTEM is a detailed two part resource
for shareware authors who need creative marketing ideas and a
RATED mailing list of over 2,300 major shareware distributors,
large computer clubs, key contact names and recommended BBS
systems.
The first part of the package, the mailing list database,
contains addresses, phone numbers, a UNIQUE MAILING LIST RATING
and other detailed data which can be used to prepare envelope
mailing labels or BBS calling uploads. The database file is
rated by a unique quality ranking so you can mail shareware to
vendors, computer clubs and BBS systems ranked A, B or C. The
database file is supplied in standard dBase III (DBF) file
format which can be imported to your database! You can sort
lists of shareware distributors, computer clubs and BBS systems
by zip, state and other criteria. Foreign and U.S. source lists
are included.
The second portion of the package is a detailed newsletter and
marketing strategy guide which has been prepared by an
established shareware author and contains dozens of creative
tips, tricks and traps which every shareware author should
review. Written by the author of the PC-LEARN computer tutorial
which has accumulated over 9000 registrations in 3 years, the
$HAREWARE MARKETING $YSTEM provides detailed and experienced
information in a frank, candid and sensible style. This is a
package for the shareware author who desperately needs CREATIVE
IDEAS for positive financial results.
Program runs on ALL systems and does NOT require color or
special graphics. You will need a database program such as PC-
File, Wampum, dBase, Rbase, Reflex or any database program which
can load files in dBase III format (DBF files). Other file
formats such as Lotus, Paradox and ASCII file formats are
available from the author. Hard drive suggested, but author of
program can also supply mailing list files in smaller portions
suitable for floppy systems if requested. Updates are planned (4
issues per year) and monthly updates are contemplated.
(end of example)
Notice that IMMEDIATELY the reader locates the essentials: what
is the name? What is the version? What is the description? Is
the description interesting? How do I start the program? If
space permits within the README file also include a list of
files and their descriptions, sizes and dates as well as further
instructions on how to start the program and print the
documentation. The top of the README file also includes a
suggested ZIP file name for BBS use which is rarely supplied
with most shareware packages but aids standardization if you go
into national BBS distribution or if shareware distributors
decide to archive/zip your file to conserve space on a floppy
disk. Suggest you investigate the shareware program PKZIP if you
are not familiar with archiving and file compression technology.
A distribution disk should be defragged, date cleaned, EN sorted
and spell checked. What does this mean? 1) Use a file
defragmentation program to make all files contiguous prior to
preparing the distribution disk. 2) Run a small utility like
TOUCH.COM on the disk so all files have the same date/time
stamp. 3) Run a file sorter like Norton on the disk to sort the
files first by extension then by name (EN sort). 4) Use your
word processor's spelling checker to clean up unprofessional
documentation spelling errors (we're all human!) I am always
amazed at how many shareware authors overlook these basic
requirements! Also never use subdirectories on your main
distribution disk!
Prepare thorough documentation in ASCII text for your program.
Include instructions on how to print it for the novice user.
Maximum suggested text width is about 65 columns to allow for
margins and printer variations. Consider ALL of your
documentation for novices and prepare it accordingly. Document
all auxiliary programs, special drivers and configuration
programs as well as the main program! Don't use jargon; give
examples of steps you intend. Moral: Good software gets the
customer interested, but good documentation gets the
registration sent.
When you release a first or early version of a program, be
prepared to listen to suggestions for updates and changes.
It is tempting to dismiss requests for program changes since
"you know the program bettter than anyone else." Don't let
indpendence and ego get in the way. Software is most of all
attention to detail.
Abide by normal keyboard conventions which most users expect:
F1 should bring up help screens. Escape should back a user out
of a situation or menu or undo a previous command. F2 is an
edit function in many programs. The slash bar or alt key
activates a menu to open in many programs. F10 continues the
program action in some older programs.
If your program asks for a filename, try to show a list of all
names availble as is common with many word processing packages.
If possible allow the up and down plus right and left arrow keys
to move through a table of filenames to select the file in
question.
Explain error messages. Cryptic errors such as: "67878 transfer
abort" are curious and unfriendly. Think in terms of fuctional
error messages like: "disk drive door open or disk is write
protected." The rudest insult is to allow the program (with
internal user data) to abort and simply drop to the DOS prompt
and (probably) lose all user data in the process.
Try to return the computer to the same defaults it began with
when your program exits: same screen colors, video mode and
screen column width. Close all files and reset clocks and dates
as necessary.
Many programs require adjustment of the AUTOEXEC.BAT or
CONFIG.SYS files. Explain this in detail and give examples! You
cannot explain BATCH files, AUTOEXEC.BAT or CONFIG.SYS too
frequently!
Check out your program with a LARGE file of dummy data. That
super accounting package you so carefully crafted may be great
with about 100 entries doing simple searches and reporting. Try
it with about a year's worth of dummy data (say 5,000 entries).
If the program slows down to a crawl, maybe you should consider
optimizing a few routines in C, pascal or assembler instead of
that clunky dBase/Clipper/Clarion/ Quick Basic compiler. Good
programs are fast, deep, feature-rich, novel, elegant and
magical!
If possible provide example letters, files or other data so a
user can play with the software with dummy data to quickly see
if the package is useful.
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 . . .
Recently PC Magazine offered a batch file compiler utility which
makes slow clunky batch files fly. Consider compiling your batch
files. The little compiler is named BAT2EXEC.COM and was
discussed in VOL9N15 of their Magazine. The utility itself is
contained on many bulletin boards and the PC MagNet service on
Compuserve. It is sure to become a classic! There are also
commercial and shareware batch file compilers which add screen
colors, popdown menus and other goodies, all from a compiled
batch file which runs quickly!
Always include an invoice in standard layout format in several
areas of the program as well as an exclusive menu option. Some
shareware programs even make it an option every time the program
exits! Corporate users and Government offices require an invoice
to process billings. The simple statement "$30 registration
required" doesn't cut the mustard! Include a line for purchase
order number if space permits. Speaking of standard formats,
consider adding "Print documentation and program instructions"
as a permanent menu item! A little shareware program named
FASTFILE does exactly this. Why no other shareware author
provides this is a mystery to me . . . .
Whenever you ship a disk to a distributor or customer the
prevailing thought is to enclose a pleasant business letter
describing the program and asking the reader to consider using
it or adding it to his/her list. My own personal opinion is to
reprint the README file from your disk verbatim and submit it
instead of the pleasant business letter! If you can't submit it
verbatim, fix your README file! It should be more effective than
the polite business letter because it has a clearly focused
market style understandable to readers, reviewers and users of
shareware.
I feel strongly about a personal theory of shareware marketing
I call "critical density marketing." Simply stated: set up up your
distribution so that a large mailing/BBS distribution/marketing
push of your disk takes place in a short duration of time. Key
words: LARGE MAILING/SHORT TIME. Thus 1000 disks and 200 BBS
uploads of your new shareware program or update is MUCH more
effective in the space of three days rather than dribbled out over
6 weeks. Saturate your marketing push with critical density in
a short time!
What is minumum volume? Opinion: anything less than 500 disks
mailed and 50 BBS uploads is barely minimum. 1000 disks mailed
and 150 BBS uploads is decent. 3000 disks mailed and 300 BBS
uploads is premium. What is critical duration? About two or
three days! Time to payback for raw materials and telephone time
with zero net profit? Depends on the quality of your program, but
6 months to a year would be a fair guess for an average new
program which is not an update of an existing popular shareware
program.
██████ TIP ██████ Make sure you receive a catalog from each
distributor to whom you have sent a disk. Jot a note in your
computer database about the date you shipped them a disk. Get a
catalog from them 4 to 6 months later to determine if your
program has been listed. Call their toll free number. Give them
the name of your cat and mailing address for a free catalog so
they don't cross reference your name on their mailing list. Some
distributors are notoriously stingy sending out free catalogs
and thus won't send you one if they know you are only a
shareware author poking around trying to see if your software is
finally listed in their catalog - they may have your name on
file in their computer, but certainly not your cat's name!
Two disk-based catalogs which I especially enjoy are from
PrairieWare and Disk Count Data, both of which are listed in the
main database. Disk-based catalogs are interesting in that we
are beginning to see some distributors exploring new frontiers
in catalog production using disks which are infinitely more
recyclable than chopping down trees for paper - call this a
personal bias, but I wish the shareware industry would head this
direction. When you are tired of the disk, put something new on
it and send it along to someone else! I don't think most trees
will complain, and the petrochemicals used to make disks are
already dead!
If you are archiving all or sections of the program be logical!
Will each unpacked archive still fit on a single 360K floppy? I
have seen many archived programs which are too large to unpack
to single floppy disks. You can kiss many registration checks
goodbye from owners of simple machines. Many BBS sysops will not
accept program files in ZIP format if the archive is greater
than 360K in size per ZIP file program portion. Summarizing:
keep ZIP files in their packed state to less than 360K in size
and likewise check to make sure the unpacked version will also
fit on a 360K floppy. As an example, my PC-LEARN package
attempts on installation to configure itself with a simple menu
system onto two separate 360K floppies if that is all the user
owns. However when installing to a hard drive or 720K floppy, the
installation will omit the simple menus and instead install the
deluxe full-featured color system. Flexibility is the key. It
takes timing and a little sensitivity to users to second guess
what type of computer system your program might run on.
Some shareware authors (and even disk vendors) include a copy of
the PKUNZIP utility on the disk to assist unpacking a program.
Unless you are a commercially registered user or are including
the COMPLETE PKZIP utility with documentation, this might be a
problem! Legally PKZIP is shareware and it is unlawful to
distribute only a portion of the program without all parts and
full documentation. Shipping a file in ZIP format is fine. The
ZIP file format is available for public use just as you might
use a LOTUS WKS format file. For this legal reason, some
shareware authors distribute programs in LHARC format and
include the LHARC unpacking utility which does not have similar
restrictions. LHARC is a copyrighted product, but does not
require payment for private or shareware distribution use. Be
careful and be legal! By the way, a public domain
unpacking/unzipping utility does exist: UNZIP.EXE.
Is the archive file name descriptive and possibly hint at the
version number? (e.g., THE LAWNMOWER REPAIR UTILITIES Version
3.6 = LAWNUT36.ZIP)
Label your disks professionally. On a single label at the top of
your disk use a large font for the program name and version, a
medium font for the startup command and finally a small font
description of the program.
Some shareware authors use oversize labels and almost squeeze
the entire README file onto the label - which is not such a bad
idea! Just as the README FILE is the most valuable real estate
inside a disk, the label is the most valuable real estate
outside a disk! Think like a marketing animal and program like a
marketing animal! There are many good label programs which will
run on humble dot matrix printers. Many of these programs are
shareware or public domain. Speaking of labels, I sometimes
print mailing labels on plain paper, two or three labels wide,
and cut and glue them to the face of the envelope. Saves money
on sticky Avery labels when you mail out a lot of disks like I
do!
An odd shareware tip to save money: zip or archive SEVERAL
programs onto one disk (everybody in the distribution network
knows how to unzip files), SKIP the disk label, SKIP the disk
sleeve/cover, enclose a one page printout of the README file on
lightweight paper, ship in a single weight manila envelope (no
metal clasp, just lick and close), do NOT enclose a cardboard to
protect the disk from bending and put a SINGLE postage stamp on
the face of the mailer which is all it will cost to mail your
shareware economy class!
Quite inexpensive, VERY unorthodox, and the few disks bent in
shipping will be followed up with a "send me another" letter
from the .05 percent who get a damaged disk. Moral: if you want
volume and are willing to go "Volkswagon Class" in your mailing,
you can do some incredibly LARGE mailings! Extend this idea by
doing a COOP mailing (shared mailing of several authors shipping
two or more unrelated programs in the same envelope.)
Always update your database list and record to who and when the
distribution disk was mailed. Make a note to check back in 6
months to see if the distributor added your disk to his/her
catalog.
In general, mailing your shareware to a distributor not within
the United States is a waste of time. I have received little if
any response from either distributors or customers outside the
United States. This is an opinion, others may hold differently
on this issue.
In some respects this may represent a poor understanding of
shareware and how the cash flow should work. My personal opinion
is that while about 85% of U.S. users won't register your
package even though they use it for many MONTHS, somehow about
154% of foreign users won't register even though they use it for
many YEARS! In many respects U.S. distributors maintain
operations in other countries (e.g., PC-SIG and GEMINI) so if
you submit your shareware to them, it will find its way overseas
anyway. Foreign distributors in the mailing list database are
noted as distributor type "F" (foreign) while U.S. distributors
are type "D" so that you may sort and search for those
categories to select or exclude when you prepare mailing labels.
Use "distributor leverage" to get your foot in the door.
Example: once my package PC-LEARN was officially listed by PC-
SIG, most other shareware distributors were willing to add it to
their library just to "maintain marketing parity" with PC-SIG.
Moral: work hard on listing with the big distributors, then let
the smaller ones know via a printed letter accompanying your
submission that major distributors have assigned your program to
their catalog. Include the disk number/catalog number for that
major distributor as evidence!
Should you distribute to computer clubs/users groups? My
personal opinion is to mail to the shareware distributors first,
BBS systems second and mail shareware disks to the largest
computer clubs in major cities third.
The reason, although this may raise the ire of computer clubs,
is that most club members are awash in shareware anyway and
seldom check each new offering. Only the largest clubs have a
newsletter which might feature your shareware as a new addition
to the library. The rate of registrations I have experienced in
my own documented analysis of registrations coming from computer
club sources versus shareware distributors and BBS systems is
about 20:1. Meaning I receive about 20 registrations from
distributor's clients for every one from a computer club member
who directly traced their source copy to the club library. In
general shareware distributor catalogs reach more people who
need shareware than those who are already awash in shareware!
It is not that I dislike clubs, in fact I am a former computer
club coordinator. It's just that the registration potential in
my opinion is unreliable if cash flow is your focus.
Should you distribute to BBS systems? YES! This is probably the
fastest method to get your shareware into the hands of people
who use and frequently will register a GOOD package. I frankly
put BBS distribution a high priority (right after shareware
distributors) on my list of MUST DO distribution methods. See
file RAPID.TXT elesewhere on this disk or examine the main
mailing list for "A" rated BBS systems which I consider a high
priority distribution method. I have healthy respect for all
SYSOPS since their "grapevine" opinion of a shareware package
travels far and fast! In addition they are genuinely nice folks
and have a sincere interest in computers, communications,
electronic "pen pals" and shareware authors.
Another target is computer stores. Here in Seattle, two large
computer chains distribute my PC-LEARN tutorial system on hard
disk with every computer sold. Since PC-LEARN is tuned for
beginners, most computer stores love to distribute it to lessen
the tedious phone calls from new computer users. This is a
simple idea only a few shareware authors are using. Can you
distribute your package in similar fashion? It is amazing to me
the registration checks I get from huge government agencies and
large businesses who purchase a volume of computers from a large
distributor and then stumble onto my product carefully embedded
onto every hard drive on every computer they purchased. Some
commercial software houses would kill to have a demo of their
software included with every computer a large distributor sells
to a major corporate account. This is a simple trick which a
small shareware author can use to "outgun" even the largest
commercial software company!
██████ TIP ██████ Two interesting target audiences are 1) folks
living in small towns beyond major metropolitan hubs and 2)
seniors who have a little more time than most of us and are just
getting started in computers. Sounds crazy but many
registrations I receive are from little towns and are seniors if
you carefully read the notes, questions and comments. However
your package must be simple and attractive for this type of
audience: a simple database, gardening guide, genealogy system,
or personal accounting package would be a good candidate. A
cross compiler wouldn't, obviously! Moral: if you decide to buy
a small ad in a publication to try marketing your package
directly, go for a logical four star choice like the TOPPSQUASH
TRAVEL AND LEISURE GUIDE. Or even your own church bulletin if
you have a religious software package. Skip the expensive ads in
computer magazines. Are you after money or an ego stroke in an
expensive magazine?
You might consider joining the ASSOCIATION OF SHAREWARE
PROFESSIONALS to further your education if you are serious about
your software. The ASP has the backing of major players like
Buttonware, Magee and Quicksoft and some fine ideas for
marketing and mutual support. Dues are $50 per year. One
drawback is that currently information flow is limited to
Compuserve meetings on line and personal updates at Comdex. I am
not a member simply because I am too busy, but I certainly
endorse the concept of shareware authors banding together and
helping each other in a constructive fashion. In a sense that is
what this package is about!
The ASP publishes a disk based catalog which freely circulates
among U.S. BBS systems and is essential reading for all. The ASP
was formed in 1987 and members subscribe to a code of ethics. No
ratings are given to member shareware. The ASP Ombudsman can
help customers resolve disputes with ASP members. The ASP
maintains four forums on Compuserve: IBMJR 8, 9, 10 and 11.
IBMJR 8 and 9 are open to the public. Type GO SHAREWARE at any
CIS prompt. In addition, a recent agreement with Compuserve will
allow any shareware user who registers an ASP shareware program
a free membership to Compuserve and a $15 usage credit. The ASP
membership application (on disk) contains a detailed author
guide (filename: GUIDE.EXE) which is similar to this tutorial
yet interesting and different. Another file discusses trivial
software which will probably not be eligible for consideration
by the ASP. Write for an ASP author application disk containing
the file GUIDE.EXE. If you can't find either the ASP catalog disk
or author registration disk with GUIDE.EXE, refer to the file
GOODIES.TXT elsewhere in this package.
ASP members agree to allow their programs to be examined and
approved by the ASP the membership board. ASP members must agree
not to cripple the program and must provide adequate support and
documentation.
The trademarked ASP symbol and address follows:
┌─────────┐(tm)
┌─────┴───┐ │
──│ │o │──────────────────
│ ┌─────┴╨──┐ │ Association of
│ │ ├─┘ Shareware
└───┤ o │ Professionals
──────│ ║ │────────────────────
└────╨────┘
The Association of
Shareware Professionals
545 Grover Rd
Muskegon, MI 49442
██████ TIP ██████ You can also try to simultaneously distribute
both commercially and via shareware. Kevin King, the brilliant
owner at DISK-COUNT DATA shareware distributors, is one of the
most amazingly creative people I have bumped into. He developed
a little commercial retail package and distributes it to small
stores with shareware packed inside. It is easy to understand:
Obtain standard 7 x 9 inch poly plastic bags. You can use the
expensive ones with ziplock seals from your grocery store or
just look in the yellow pages under BAGS and order 1000 count
non-ziplock types. Next design some nice artwork via a desktop
publishing program and professionally print it onto stiff
colored card stock exactly 7 x 5 inches in size. A printer can
put two of these labels on a single standard sheet of card
stock. Fold the newly made card label across the top of the bag,
staple it shut and punch a hole in it for hanging on a rack.
Cheap, effective retail packaging. I have extended the concept
with PC-LEARN so that users return the yellow label for their
bonus disk which tells me they got it from a retail location.
Good locations for this kind of humble retail package are
college bookstores, retirement homes, libraries, small stop and
shop convenience stores and many stores with magazine racks. It
has worked for me. Be sure to contact Kevin King at DISK-COUNT
DATA for one of his amazing little DISK-BASED shareware
catalogs. Kevin runs a major business out of Arkansas and is a
bottomless fountain of SUPERIOR marketing ideas! His address is
in the main database.
Next let's examine superb author feedback and shareware
distribution the way the pros do it: at PC-SIG and Public Brand
(addresses in the main database.)
At PC-SIG you will first be sent an application form which must
be scrupulously filled out and returned. The review process
takes from one to three months. A reviewer will eventually check
out your shareware and send you a second response as the process
moves along.
The front of the PC-SIG form is a combined submission and update
form. At the top right is a submission tracking number for
packages under evaluation but not yet accepted into the library.
Also on the front are spaces for the following: program title,
version number, update or new submission checkboxes, author
name, address, city, state, zip, day tel, evening tel,
checkboxes to acknowledge that you are the author and submitting
it as shareware or public domain, signature and date.
On the reverse of the form are spaces to assist the reviewer. It
is highly suggested that this information be submitted in ASCII
on disk. The information on the back of the form is as follows:
program title, detailed description, who is intended user, (if
this is update,) what are improvements over old version, unique
features/why is your program better, program's capacity or
limitations such as record capacity, special system requirements
such as memory/drives/monitor, how to start program,
registration fee, materials or services which come with
registration, list of files and one line description (ASCII file
preferred).
Many packages don't make it at PC-SIG because of poor quality
and software bugs. The second advisory letter will acknowledge
that PC-SIG is reviewing your program in greater detail.
Finally if all goes well, the final acceptance letter arrives
noting the formal PC-SIG catalog number. A nice shareware
author's newsletter is also sent from time to time to keep you
abreast of catalog deadlines and deadlines for their CD-ROM disk
of library offerings. When you submit an update, the special
submission form always accompanies your disk.
Nice, effective and very professional. The newsletters give you
an inside track on the shareware industry and you have a chance
to change or edit the description of your program if the
reviewer places your program in the main catalog. PC-SIG is one
of the few distributors which can actually track and tell you
how many of your packages have been shipped. They decline to
give you customer names and addresses which makes sense when you
consider the logistics, but this is a REAL PLUS which few
smaller distributors can provide!
Public Brand is similar yet different. Step one is a submission
and acknowledgement form similar to the PC-SIG method. Step two
involves posting on their BBS system for review by many others
as well as their own reviewers. Step three, of course is an
acknowledgement letter. They do an equally nice job and in some
ways their catalog with ratings, registration prices and new
releases of previously commercial products like X Tree and
(previously Brown Bag Software's VP-Info) SR-Info Relational
Database places them among the best.
Many other fine shareware distributors exist on the scene, but
these two place a premium on author feedback, acknowledgment
letters, and logistic support systems which redefine the word
distributor. If nothing else, information about these two
companies will prepare you for what lies ahead and give you a
yardstick by which to gauge other distributors. As a minimum
even the smaller distributors should at least send an
inexpensive postcard to authors to acknowledge submission of
disks - many don't however!
Many smart shareware distributors are now paying for or swapping
mailing lists of customers. Moral: keep a tight database of
customers who register your product and resell it or swap for
more names with a shareware distributor. Remember you can make
money selling information and information ABOUT information.
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SHAREWARE MARKETING STEP FOUR
CASHFLOW AND REGISTRATION CONSIDERATIONS
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You will never forget the day. The day you open the mailbox and
your FIRST registration check arrives! My first check came from
Orlando, Florida several years ago. Orlando is a long way from
Seattle where I live. It boggles the mind! You design something
and toss it out on an electronic wind called the shareware
distribution network and it finds someone who will pay you for
your package. Over the space of about three years, many
little envelopes arrived. Shareware is an amazingly interesting
product!
But let's back up a few steps. How much should you charge for
your package? A good place to do some research is catalogs from
Public Brand Software and PC-SIG which are listed in the main
database of this package. These catalogs list the registration
fees for many shareware packages and will give you some ideas
about what you should charge. In general, graphics packages,
games and small utilities are in the $5 to $20 range. Larger
applications packages like databases, accounting systems or word
processors typically are priced at about 30% to 50% of their
commercial counterparts. Specialized vertical market software
(e.g., a billing system for a dental office) are priced higher
in the $50 to $300 range due to the smaller market and frequent
need for higher and more sophisticated customer support. PC-
LEARN, my package, is priced at only $25.00. My interest is
volume and a more than attractive price.
What goodies or "carrots" should you offer to induce registrations?
Traditionally a printed manual, telephone support and a free update
are commonly needed by users. Update notices should be mailed out
giving the chance for customers to upgrade. Upgrades are usually
priced at about 15% to 25% of the original package price. Other
goodies might be a bonus disk which is the method my package
PC-LEARN uses. What's in the bonus disk? Why a BONUS, of course!
Site licenses for larger software installations, universities and
businesses should be mentioned even if no price is given. Other
goodies to be considered are newsletters, source code, an expanded
version, customization, site license, commission (for passing copies
to additional users who themselves register) or utilities which
augment or configure the main package to include additional
menus, colors or features.
Registration cash flow is serious business. As a minimum
PROMPTNESS is essential. Train yourself to provide same day or
next day response to all arriving registration checks. Even if
your package promises no support or update, send out a
registration number and thank you letter as a minimum.
Going on vacation? Hire a friend to cover your registration
system.
Visa and Mastercard are good possibilities if you want to
aggressively enter the profitable phone order business and is a
good thing to mention in your documentation. Your bank can
provide information about setup procedures which are fairly
simple. A fee is charged to you for each transaction. You will
probably be asked for trade references and account status
information so be prepared to provide some financial background
information.
If you raise the price of your program you will have to content
yourself with honoring the lower price for a few years since any
older version of your software will inevitably sit on a bulletin
board in Southeast Toppsquash for years before it is updated.
Don't even be tempted to raise the price on a customer who sends
you a check. You might, however make it a condition in a polite
letter than you will give him/her the newer higher priced
version at the old price if they will tell you where they got
the old program so you can update it and get it forever out of
your hair!
Telephone support is a pandora's box. It seems to be a
bottomless pit of time with no recognizable income potential.
But just remember that Wordperfect (tm) has become a major word
processor for, among many reasons, the unlimited excellence of
its support. The toll free Wordperfect telephone number even
appears on the help screens of the program itself! One
reasonable way to provide support is to note in your
documentation that support is available only evenings or
weekends or at certain times of the day.
Next an amazingly powerful customer support idea from Bob Wallace
of Quicksoft and PC-Write fame:
The PC Write offices of Bob Wallace use PC-Browse (one of their
products) to pop up over ANY application they happen to be
running to quickly scan for a registration number via a
hypertext link. If the number is there they are talking to a
registered user. Yet they don't have to dedicate one computer to
a registration database when everyone in the office can pop it
up over any screen. Clever, don't you think? Take a second look
at PC-Browse with this idea in mind and DON'T FORGET to register
PC Browse if you use it.
On the subject of unregistered users, it is best to answer a few
questions and politely suggest that other calls are on the line
and mention that the caller may register for full support.
The general logic is not to fret over unregistered users. The
goal is statistics: try to get your package into the hands of
10,000 or even 100,000 users where a 15% registration rate
equals quite a few folks. Don't worry about "registration cheaters."
Life is too short. I prefer to consider those folks as on an
"extended evaluation period" with the possibility of some day
registering . . .
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SHAREWARE MARKETING STEP FIVE
COMMERCIAL AND SEMI-COMMERCIAL MARKETING
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So that is the system, right? Hardly. The next step which the
largest and most successful shareware authors have followed is
both commercial and "semi-commercial" marketing. This means
stepping outside the shareware distribution network into the
real world of commercial advertising and marketing.
Consider PC-File from Buttonware. A classic product with superb
features and ease of use. A shareware product which has also
made its way into commercial distribution channels like the
Egghead Software Stores. Another is Procomm which now has a
commercial version. If you follow the drift, the next target is
to push yourself and your product a little harder.
Can you convince a local retailer to carry your product on his
or her magazine rack? Will a local software or magazine company
accept 50 free copies of your product (in attractive packaging)
for a test market run in their outlets? With PC-LEARN, my
product, I place small ads in local and community papers and
allow editors of those local papers to serialize the package in
print as a computer column with questions, answers and of course
sections of PC-LEARN. I require that the editor run a display ad
featuring PC-LEARN next to each reprinted section of the article
in each issue of the paper.
The traditional channels of shareware distribution can only take
you so far. Buttonware knows this and so do most of the major
players on the shareware scene. By carefully, inexpensively and
cleverly finding or bartering for commercial advertising space
you ramp up your project just as the major players do. The point
is this: to play for serious registration money you must be
prepared to put in as much (if not more) time on marketing than
on programming.
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SHAREWARE MARKETING STEP SIX
CURVEBALLS AND "SNAREWARE"
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Into every life a little rain must fall, as they say.
If you choose to actively and aggressively market your shareware
through established distributors, be aware of "interesting
offers." Most shareware distributors are reputable and fully
understand that authors are their lifeblood. However a few
distributors like to put a spin on things and will call you with
various "pitches."
Examples: one shareware distributor has an interest in offering
registered versions of your program in addition to shareware
versions. Nothing wrong with that, but be aware that the
distributor may want a DEEP discount for volume packages of the
registered version which cuts into your profit, depending on
your interest. The distributor may propose that deep discount
registered versions be offered by you to him as a requirement to
listing your program in that distributor's catalog.
Other distributors may call asking for exclusive rights which
locks your package to them as a sole distributor. Still others
may call or write asking you to help pay for advertising or
mailing of their catalogs as a condition before they will accept
your program. I personally feel there is nothing wrong with
purchasing advertising in a distributor's catalog or mailing if
the opportunity presents itself, but making this a requirement
prior to listing your program is an arm twist of a different
sort. Still another distributor who we shall leave unnamed
proposes that gold stickers (costing $1.00 each in minimum rolls
of 100) be required to be placed on your disk and exclusively
available from that one distributor - before other distributors
can further pass around your software. The gold stickers arrive
with a serious legal contract which other distributors must
sign.
You get the drift. Human ingenuity can put a mischievous spin on
a simple idea (shareware - try it before you buy it.) Basically,
be prepared for interesting calls and proposals if you get
involved with distributors. For some reason a few distributors
seem to feel that they can obtain money both downstream (from
the customer) as well as upstream (from the author). Keep your
antennae up. By the way, some of these "interesting proposals"
have come to me from ASP affiliated distributors which is a
curious twist on ethical standards, to say the least . . .
Moral: don't allow shareware to turn into SNAREWARE!
Thanks for spending some time browsing through this article and
considering the opportunities in shareware. By helping each
other we all have a little fun and share in a little income.
Even if you may not be interested in registering or subscribing
to the $HAREWARE MARKETING $YSTEM, drop me a note if you would
like to share an idea or provide constructive criticism.
My best regards . . . I'm a small shareware author by most
standards, but my hope is that you will borrow some of my tricks
and go for a shot at the brass ring. My sincerest wishes for
your success in the shareware industry!