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The only person who ever even bit at that slightly was someone who was going to hire us anyway, or thought that his firm should hire us, and was trying to get what would have amounted to an illegal kickback So it was just a completely goofy thing that we did But then we took it further We said, Make hyperlinks to Fog Creek properties (or whatever) and if people follow the hyperlinks and buy our software, we ll give you a percentage 15 to 25 percent It was an affiliate program, just like Amazon affiliates That actually did get us some sales, but we put a lot of work into developing that, and the amount of sales it got us was negligible The administration and development overhead were just not worth doing, and we eventually shut it down because I was sick of writing $19 checks every month.

Smolin: That s the life of the lone-ranger programmer, isn t it Smolin: So if somebody came to you and said, You know, I got a terrific idea for a product and I think I would like to do it I laid down and the feeling didn t pass so here I go, what would your most important piece of advice be to that person starting down the road from raw program to getting a product ready to sell What warning would you give them What s their biggest pitfall or riskiest point Carlton: Again, I think it s all about making it really user friendly, and foolproof installation Because with all the different operating systems Vista, for example, was a nightmare for me Not because of my Access.

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It was a complete waste of time; it absorbed a lot of time very early on, critically A third example of this was when we said, Let s make some kind of coupon system because we had this idea that we would send people an automatic email when they visited our website that would tell them and we had all these crazy ideas like, Buy our software within the next 72 hours and get 25 percent off (That thing was actually a bot that we wrote years ago, and it still runs If you try CityDesk, which is our least popular product right now, you will get an.

automatic email with a 25 percent off coupon that you have to use in the next 72 hours) When we launched that, it did increase our sales a little bit It gets people to evaluate the demo version right away because they don t want to lose their 25 percent off coupon which is going to expire These were all marginally good marketing ideas Unfortunately we spent a lot of time chasing them The one thing we learned over 5 years is that nothing works better than just improving your product Every minute, every developer hour we spent on any one of these crazy things although they had some marginal return on the work that we put into them was nothing compared to just making a better version of the product and releasing it.

If we had taken all the effort we put into these crazy schemes and put it into moving our software development schedule ahead by the equivalent amount, it would have paid off much more That was probably the biggest mistake we made And that s the advice I give everybody All those little coupon schemes, this is what General Motors does They figure out new rebate schemes because they forgot all about how to design cars people want to buy But when you still remember how to make software people want, great, just improve it Talk to your customers Find out what they need Don t pay any attention to the competition They re not relevant to you Only talk to your customers and your potential customers and see what it is that caused them not to buy your product or would cause them to buy more copies of it.

And do that, and then ship it That was something we really, really should have focused on, but, you know, we didn t know any better..

program, but because of the security. It wouldn t unlock on Vista. You know, I had to wait until the developers of my product s security module had it back-fixed. And you know my biggest fear, even now, is if someone calls and goes, I installed the program, and my machine isn t working. Now I know it s not my program because I ve tested it on every operating system. I ve paid people to do that for me, so I know. But I don t want other people to think that it is. So that s my biggest fear. You need to know you ve got a really good installation, and it s been tested on all kinds of machines so it doesn t come back to haunt you.

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