[Typo3-marketing] Another marketing paper

[Michelle Heizer]

Hi Daniel,

> Even more so it is important to offer some platform for TYPO3 interested
> developers in the US. I already wrote to Reuven, that you just need to ask
> Michael Stucki for a new mailing list for a start. It would be no problem to
> make that a front page item on .org or write a general announcement mail.

Agreed. I just sent an email to Michael to get the ball rolling on that.

> I don't agree looking at our market. Many developers tried TYPO3 in free
> test accounts that are available and small consultancies value the service
> of pre-installed TYPO3 very much.
> 
> Of course I can't guarantee, but why should that not apply in the US?

What I meant was a small business who doesn't have an IT department will not
want to spend time learning how to use TYPO3. They either don't have the
technical skills/knowledge or they don't have the time. That's why they hire
a consultancy to create their sites in the first place. They don't want to
sign up for hosting a blank T3 installation. They want the site as well.

I do agree that developers and consultancies value a hosted TYPO3 service.
What I was referring to was businesses/enterprises/individuals, not
developers and consultancies.

>>> - Group up with OpenSource-, Linux-, PHP- ... minded people.
>>> [ translates into "business by likeminded spirit" ]
> 
> That is a very important point. Other established systems can become
> business enablers and valuable strategic partners, if only to let you in on
> valuable information they have access to.
> In Europe we have lot's of Open Source fairs that lead to that kind of
> coaltions. Especially attending a US PHP Conference seems like a very good
> opportunity to me.

That's true of here too. I would like to see TYPO3 become the top open
source CMS first, then work on TYPO3 becoming the top CMS. ;) Mainly because
there is strength in numbers with the open source community and they already
embrace TYPO3's licensing.
 
> Yes. In a way the idea is that what is good for TYPO3 will eventually
> benefit TEKDevelopment. On the other hand, that effect might come too late.
> I think the answer lies in what phase a product is in regarding it's market
> presence. Where you are in the introductory phase, the return might be not
> sufficient, efforts like those of TUGA are actually kicking in at another
> phase, where the product is spreading at a high rate and everybody wins.
> We don't have any saturated markets yet, but if that would happen, a
> typehead would be a problem and should step back.
> 
> Until then, I think it is best to do as the Austrians, if that is at all
> possible in a country as large and heterogeneous like yours: build a joint
> force for pushing the product into the market and make your task one
> fulfilled by many, instead of just one person. That will share the risk,
> cost and will not make the benefit any smaller.

Good point! I'll speak more of this in the next email.

>> I've done a little of that, but I could do so much more. I love to write so
>> that's not a problem. I just haven't found that perfect US T3 project to
>> write about. A "big" company name is a plus, but people want substance. They
>> don't care about the quantity of projects someone has done, but the quality
>> of the projects. Most web development consultancies in the US make claims
>> that they have worked with big companies, so people aren't necessarily
>> impressed by that. Instead, they want to see a project that actually
>> "solves" a bunch of problems. They want to know what TYPO3 will do for them.
> 
> That's interesting. This might be important for refining the choice of
> references on .com in the next step.

Well, for example, Dassault is a great case study, not just because it
mentions "big names", but because it shows a solution to a problem. It is
the first case study that shows that TYPO3 can compete with any other CMS
framework - commercial and noncommercial. We introduce TYPO3 as a flexible
XML solution with digital asset management.

BTW, one of my favorite parts:

"In 1999, an internal benchmark including Documentum and Vignette
Storyserver was set up. Later on, a consulting company was hired to
benchmark a greater selection of solutions with the result of recommending
TYPO3 on the following grounds:

* It already offers 70% of the functionalities needed
* Usability is a particularly a strong issue
* Being Open Source it offers maximum flexibility for adding functionality
* Being PHP-based it is combining proven technology with swift and
cost-effective development"

Now THAT sells in the US. :)


> I would like to drill down a little on what you wrote before:
> What are the problems with a European system that have a technical nature,
> besides the date-problem?

It's not so much technical as it is the perception.


> I would like to suggest to leave politics out of here. Even if we had very
> contrary views that should not stand in the way of advancing TYPO3. It's
> best we don't give that subject room here.

Agreed. I think I was able to clarify what challenges are faced with the
politics/US/marketing and my opinion. I'm going to leave it at that.

> No, but looking at TUGA is definitely the way to go. I don't know if
> something similar is at all possible nationwide in the US, because you might
> never actually meet, but it is a start before (hopefully) branching out to
> the coasts and regional groups.
> Anyway I think it would be advisable to team up with people in Canada and
> the UK.

Agreed. More on this in the next email.

>> 3. Complete my non-profit project in the next 2 months. Begin writing case
>> studies and papers geared to different markets and groups. Present at
>> conferences. I'll also offer up my materials to others that are willing to
>> present at conferences as well.
> 
> I'll send you some ppt-slides that might be useful.

Yes, please!

> I can export + send you the mails of registered US-contacts from the service
> offerings-page on .org.

Definitely would need that. More in the next email.

Michelle