Posts tagged Ways
Crash Course: 5 Ways to Get a Tech Industry Analyst to Cover Your Product
May 2nd
A common question among technology companies looking for attention is: “How do I trick an analyst into talking about my product?” The answer: Find a really bad analyst.
Still, the question raises a good point. A lot of vendors view analysts as mythical, cave-dwelling beasts who demand ritual sacrifices before they deign to cover a new technology product. It doesn’t have to be that way.
Many tech companies try treating tech analysts like press, clients or financial markets, and that just doesn’t work. To correct that behavior and demysticize the process, check out this five-step crash course in analyst relations. These insider tips can’t guarantee your company’s product will show up in the “magical” top-right quadrant of some industry graph. But they will remove some of the most common analyst-relations slipups and help you seem like a pro the next time you go mano a mano with an analyst.
Step 1. Know Your Product’s Value
Analysts are no stranger to buzzwords, but they don’t want to hear any of yours. They love big-picture thinking, but they’re the ones being paid to paint the picture. Analysts like to draw their own conclusions from specific pieces of data. Be honest and specific about your product’s value and you’ll go places.
“We cut file sizes by 30%” is far more impressive than a lot of blather about “changing the game.” When it comes to references, case studies are great. Save the testimonials for consumer marketing.
Step 2. Scout the Team
“I have a CRM app for the iPhone. I’d like to talk to the analyst who covers iPhones.”
Some research firms are one-analyst boutiques. Others have more than 100 analysts covering pretty much everything. Regardless of size, no two firms view the world or distribute coverage the same way. Some firms might file your app under “salesforce automation,” while others might consider it “enterprise mobility.” It’s your job to determine how and where you fit before you ask for an analyst.
The good news is that you can discover most of the relevant information from the firm’s website. Firms usually break out coverage areas in their analyst bios, and if there’s a lot of overlap in a category like mobility, look at research abstracts. Note the titles and authors of the most relevant reports. When you contact the briefing coordinator, reference that research and ask if some of the authors might be available.
When you review the research, look for publication patterns. Does the firm offer a competitive roundup every third quarter, or maybe feature an up-and-coming vendor in a monthly newsletter? If you can time your briefing to synch with the firm’s research calendar, you’ll be a lot more helpful to the analysts who cover you.
Step 3. Nudge and Nod
Your job requires you to prod. Everyone understands that and no one is bothered by it – as long as you’re reasonable. Adding an analyst to your mailing list, calling periodically to ask about coverage opportunities, or otherwise staying in touch is actually helpful. But refusing to take “no” for an answer isn’t standing your ground. It’s seen as acting like a child.
As an analyst, I once turned down a briefing for a service that sounded pretty cool, but had nothing to do with the next few research papers on my schedule. Two days later, I received a call from a senior VP at the service’s PR firm apologizing for my previous rep’s behavior. The firm had moved her to a different client because she “obviously hadn’t communicated the full value of just how transformative this service is going to be.” At that point, I decided not to ever take a call from the company again.
Analysts exist to provide value for their clients – not the companies they cover. Ideally, the two can go hand in hand, but if you get turned down for an appointment, take it in stride. Calendars fill up, analysts travel, coverage areas aren’t a fit. Ask if you can reschedule, speak with another analyst or researcher, or maybe set up a Web meeting instead at a later time.
Whatever you do, don’t rush off in a huff. And always send a press packet and references, even if you feel rejected. Plant the seeds and water periodically. Eventually, something will grow.
Step 4. Have the Answers
Analysts ask questions. Be prepared to answer them. You might think this doesn’t need to be called out explicitly, but many companies simply aren’t ready for their analyst briefings.
Bring the staff you need to answer common questions, like “Will it integrate with x?” If that means bringing a sales engineer, bring a sales engineer, or at least have one waiting at the office by the phone. And always have a list of references printed out and ready. If you do need to resort to “We’ll get back to you,” be sure to do so. Quickly. Don’t expect the analyst to chase you.
Step 5. Become a Client
If you find an analyst who really gets your market and that analyst’s firm accepts vendor clients, consider signing up.
Clients have ongoing access to analysts and research, as well as the ability to schedule short strategy and Q&A sessions (depending on your contract). By spending time with and soliciting opinions from key analysts, you’ll learn about competitors’ strengths and weaknesses, see exactly how you compare, and get some tips about pitching to other analyst firms along the way.
(Cormac Foster was a tech industry analyst at Jupiter Research, now part of Forrester. Be sure to read his Insider’s Guide to Technology Analysts.)
Images courtesy of Shutterstock.
View full post on ReadWriteWeb
3 Ways to Stop Fighting With Your Startup Team!
May 1st
Conflict between founders and team members is among the most insidious problems that can cripple a startup company. Problems can arise on teams of just two or three people, and even in startups that work with regular freelancers or independent contractors. Often, conflict starts so subtly you hardly notice it. But if you don’t take steps to stop the problems, these clashes can hurt your authority, your team’s morale and ultimately your business.
There are several everyday conflicts many startups face. Here are three of the most common types of employee problems you’re likely to encounter – and some suggestions for dealing with the difficulties.
Problem 1: Generation Gaps
This problem cuts both ways. As a young founder, have you surrounded yourself with employees who are your peers, and who treat you more like a friend than a boss? (Maybe some actually are your friends.) Or did you decide you needed some “grownups” on your staff, and you’ve hired a few workers who are not only older than you, but condescending as well?
Solution: Set boundaries from the beginning for how you want to be treated by your staff. As a founder, you’re the one who has to set the tone. Be polite and friendly, but not too friendly. It’s OK to be friends with your business partners, but when there’s a boss-subordinate relationship, it’s usually best to keep it professional. If you think you are facing this problem, take the employees in question aside and discuss the situation calmly. More often than you’d think, team members don’t realize they’re reacting inappropriately until it’s pointed out.
Problem 2: Employees Gone AWOL
It’s not that employees are literally absent without leave, taking time off without permission. But in today’s business culture, it’s widely accepted that everyone works from home, at least some of the time. In your office, virtual teams might be par for the course, and while this is a smart way to work, it can cause problems if some of those “virtual” employees aren’t pulling their weight.
Solution: Don’t wing it when it comes to working remotely. Spell out your expectations. Set up systems and standards for how often employees should check in. Do you care if people work regular 9-5 hours, or are you fine as long as the work gets done? Hold regular meetings via Skype or other conferencing tools to keep everyone in the loop. Have in-person, all-hands-on-deck staff meetings at least monthly so people don’t feel isolated. Employee camaraderie is an important component of getting stuff done. Make sure being virtual doesn’t destroy that spirit.
Problem 3: Debbie Downers
We all have bad days, but employees who constantly dwell on the dark side can cause problems — especially if their target is you, your ideas or their fellow workers.
Solution: This may sound like a trivial issue, but it’s not. And the longer you let it fester, the deeper the negative pall that could engulf your company. If the ‘tude emerges in a meeting, acknowledge the person’s concerns and put it to the team. You could say something like “Steve has a point – are there any solutions we can think of to prevent this from happening?” Reward those who come up with positive approaches. If the negativity continues, put the offender on notice that attitude counts, and they need to temper their negativity.
Whatever the issue, the key to managing conflict with team members is not to hide your head in the sand. Remember that they are your employees, and you have an obligation to manage them properly. Handling the situation immediately and positively is not only the mature way to resolve existing conflict, but also the best way to reduce future disagreements.
View full post on ReadWriteWeb
Top 5 Ways To Freak Out Potential Investors
Apr 30th
No one believes they have an ugly baby. And all entrepreneurs are convinced that their businesses are better than the other guy’s. So chances are you’re sure (or at least really hopeful) investors will be lining up, eager to put money into your business.
Angels, VCs and banks take a more clear-eyed approach. If they see any of these five warning signs, they’re likely to put away their wallets and head for the hills.
Whether you’re looking for private equity, venture capital or angel investors, there are some common warning signs practically guaranteed to scare investors away from your business. Here are five red flags to makesure you’re not waving:
1. A weak management team. Knowing the people behind your business is one of the biggest factors in an investor’s decision to fund — or not to fund — your business. Coming up with the idea – like the next great mobile app – is the easy part. Really. What’s hard is being able to successfully execute that idea. Investors want to see a team with experience in your industry and niche, as well as a track record of success. Make sure your team is balanced so your partners or key people are strong in the areas where you’re lacking.
2. Hiding things. Investors need to know not just the good, but also the bad and the ugly. Don’t sweep the negative aspects under the rug. I’m not saying you should air your dirty laundry at the beginning of your pitch, but you do need to acknowledge the challenges you face — external and internal — and show that you have a realistic plan for overcoming them.
3. A risky industry. It’s harder to succeed in some industries than in others. You need to be aware of this reality because your potential investors certainly are. If your industry typically has a high failure rate, explain how you plan to beat the odds. Do your homework, analyze your competition and present your best case.
4. Asking for too much money. Investors want to know you’re not throwing their cash around. If the initial investment you’re seeking seems unreasonably high, they will be justifiably suspicious that you’re burning money too fast, making you a bad risk. This isn’t the ‘90s; 21st century startups need to operate lean and mean. (For more on this, see Scott M. Fulton’s Bullpen Capital’s Duncan Davidson on VC Funding and “The Era of Cheap”). Explain your financials to show how carefully you’re managing your money, cutting where you need to and spending in all the right places.
5. Unrealistic projections. Outlandishly high projections for market share, growth or profits put investors on alert that your expectations aren’t in line with reality. At the opposite extreme, if your projected profits are too low or your growth is too slow, investors will say “Meh.” They expect high returns in a relatively short time — that’s why they invest. You need to strike a balance with projections that are exciting enough to grab attention, but realistic enough to be achievable.
When your business is your baby, it’s all too easy to look at it through rose-colored glasses. Try putting yourself in your prospective investor’s shoes. If someone else asked you to put your money into this business, would you write a check?
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Hippies, Cops, Plumbers and Payoffs: 4 Ways IT Copes With Change
Apr 28th
The trend toward consumerizing IT seems unstoppable, whether the IT department likes it or not. Individuals and departments are doing an end run around corporate IT to use the devices and services they want, not necessarily the approved choices.
So how does IT respond? Ranging from acceptance to resistance and from control to enabling, there are basically four ways IT can play it, each with its own strengths, weaknesses, risks and headaches – and its own IT persona. Which play is right for you and your company?
BYOD Response #1: Bring It On!
The Player: Harry the “Roll Your Own” Hippie
The Play: “Anything goes, dude, if it helps you get your job done.”
Pros: Lower hardware costs, happy workers
Cons: Device-level security risks; support, monitoring and training cost increases
Stress Level: Mixed. You’re taking a big risk, but happy users make for mellower workdays.
Prospects: Fair, as long as you set guidelines. Device neutrality doesn’t mean you can’t spec minimum system functions and enforce usage policies. You may need to keep offering company-provided equipment for free, lest an employee claim that you forced him to upgrade his beloved StarTAC. You may want to add support staff and bolster the security team, but policy planning can mitigate the impact.
BYOD Response #2: Not on My Watch!
The Player: Carl the Laptop Cop
The Play: “There will be NO outside devices. Any and all violators will face a week in solitary.”
Pros: Consistency allows IT to focus on building better, more reliable apps; support and training costs reduced.
Cons: Angry inmates may include your boss.
Stress Level: High. You’re still responsible if anything goes wrong, and be prepared for dirty looks in the hallways.
Prospects: If you work in a highly regulated environment, you may have no choice but to go this route. If you can pull it off, you’ll be the envy of uptight IT managers everywhere, but its no fun trying to fight the future. You’ll likely get pegged as a reactionary thinker unable to adapt to the modern world. Not a good long term strategy – your watch may end sooner than you think.
BYOD Response #3: Buy ‘Em Off
The Player: Patty Payoff
The Play: Buy ‘em the best there is. Why would employees choose a functionally redundant personal laptop or smartphone when the company offers a serviceable alternative? Generally, because most corporate-issued devices suck. Eliminate the lameness and you reduce the desire to stray. Listen to employees and provide a selection of world-class company-provided devices.
Pros: Happy workers, and a de facto standard that isn’t worth fighting
Cons: High-end devices can be expensive. And no matter what you offer, someone is sure to want something else.
Stress Level: Low
Prospects: Good. What’s not to like? Workers get great equipment and IT can focus support on a few platforms. You just need to be prepared to keep up with when the Next Big Thing comes along.
BYOD Response #4: Secure the Pipes
The Player: Peter the Plumber
The Play: “We’re all Web-based and virtualized, so use whatever you want as a terminal.” As long as everything goes through the VPN pipes, your data should be safe, and users will find the tools that are most productive for their situations.
Pros: Happy, nonpersecuted workforce, locked-down work environment
Cons: Completely ignores device-level security, inevitable end-user support. Potential performance and connectivity problems.
Stress Level: Higher than you might think. You could end up dealing with wonky compatibility issues for which you haven’t prepared.
Prospects: Opening the door half-way is tough. Tacit approval is still approval, and if you’re letting devices on your network and into your apps, you’re going to have to support them – not just their virtualized environments. Regardless of how cloud-based your architecture may be, you’re still going to have sensitive data sprayed across a wide range of platforms.
Should IT managers roll over or fight the power? Let us know which IT plays for dealing with consumerization you find work best.
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6 Ways to Boost Your Rankings Using Google Authorship
Apr 27th
Google authorship and Google+ already influence personalized search results – which can boost the rankings for your social connections. This opens huge opportunities for individuals and means Google may reward you for being an online authority.
View full post on Search Engine Watch – Latest
7 Ways Links Cause Search Rank Changes
Apr 26th
Before you pursue the time consuming process of cleaning up “bad” links, it pays to understand a variety of potential reasons your site might have dropped in the rankings in the first place. Not all rankings drops have to do with your site’s links.
View full post on Search Engine Watch – Latest
AdWords New Phrase, Exact Match Variants: Top 3 Ways to Prepare
Apr 24th
Google announced an update to their match types. Starting mid-May, Google will update Exact and Phrase match keywords to automatically show on close variants including plurals, misspellings, stemmings, abbreviations, accents, and acronyms.
View full post on Search Engine Watch – Latest
4 Ways to Help Consumers Discover Your Mobile App
Apr 23rd
Mobile marketing is becoming more competitive and to increase app visibility, brands with a mobile strategy should strongly consider implementing optimization strategies for ranking and maintaining a user-base through social media.
View full post on Search Engine Watch – Latest
SEO Miracle and Adam’s Air Ambulance Found New Ways to Save Lives – Albany Times Union
Apr 18th
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SEO Miracle and Adam's Air Ambulance Found New Ways to Save Lives
Albany Times Union Adam's Air Ambulance and SEO Miracle discover new ways of saving patients. An air ambulance service is an emergency medical assistance provided in situations where a traditional ambulance cannot reach the scene or they simply don't have enough time. |
View full post on SEO – Google News
SEO Miracle and Adam’s Air Ambulance Found New Ways to Save Lives – PR Web (press release)
Apr 18th
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SEO Miracle and Adam's Air Ambulance Found New Ways to Save Lives
PR Web (press release) Adam's Air Ambulance and SEO Miracle discover new ways of saving patients. An air ambulance service is an emergency medical assistance provided in situations where a traditional ambulance cannot reach the scene or they simply don't have enough time. |
View full post on SEO – Google News
