Beware the Software Siren

I've heard several prominent web marketers mention in their classes and public forums how easy it is to create your own software. Why, all you have to do is run over to Elance.com or RentACoder.com and have some poor shmoe from Outer Slobvia whip out what you want. And all for the price of a few trips to Starbucks.

Uh, not quite.

Is that a spec in your eye?

First of all, there is the matter of specifications. A spec is a description of what your software should do. The more specific your desires, the more detailed your specification needs to be. Even the most malnourished coder in Slobovia is going to balk if you say, "Try a gray background?oops, no, don't like that. Let's try light blue? Oh, that's not right, either. Let's try mauve." If you just want to specify "the important stuff", you have to be prepared to accept all the "unimportant stuff" however it is handed to you.

By the way, both RentACoder.com and Elance.com have provisions in their process and terms of use that protect their developers from vague specifications. The good news is that there are also provisions to protect you, the publisher. Regardless, the more detailed your specification, the greater the chance of a happy outcome. Ah, but writing those darn specs takes a lot of time? far more time than it sounds like when the gurus tell you how easy it is.

This was only a test

There's also the small matter of testing. Once you accept a developer's work, they get paid and get on with their lives. You, however, must live with the software. If you don't find every bug that must be fixed before you pay the coder, you either have to put out another project for bid to repair things or live with the problems until you do.

Therefore, you must test your software upside down and backwards, on a variety of machines and different versions of operating systems. You must also test the installer and the help system? oh, you forgot to specify those? Too bad, those tasks now require an additional project. Since they are radically different in nature (one is technical, one is not), you probably need two different people to do the work. Coders are rarely proficient enough writers to create an effective help system. I'm being kind, so let me emphasize this point without getting nasty: Don't let your programmer touch your documentation. Period. Never. Ever.

Help, oh I need somebody

You may be tempted to skimp on your help system.. Trust me, that is not a good idea. For one thing, in the minds of today's consumers a reasonably good help system is considered a bare necessity. For another thing, a good help system will lower your return rate. It is a worthwhile investment.

A help system also lowers your ongoing technical support costs. What tech support costs you say? Well, here's a statistic that will blow your mind: Most software companies allocate a minimum of 30-40% of a product's purchase price to technical support. The reason is simple: It's cheaper than refunds. Now you may not have created a Microsoft Office clone, but I guarantee you that some inexperienced users are going to need handholding. In my opinion, even in the world of niche products you must at least offer same-day e-mail support.

Xena is cool. Xenophobia is not.

Now before you think I'm just an American developer dissing the folks from other lands over on E-lance and RentACoder, think again. I use both services and love them. And I have developed some excellent working relationships with individuals at both sites. My purpose here is to fire a warning shot across the bow of wannabe software publisher's boats: Software development is a mind-bogglingly labor intensive task whether you do it yourself or pay someone else to do it for you. Web sites like E-lance and RentACoder have lowered the cost of software development to the point that a middle-class American can think about becoming a publisher without having to sell the house.

But you can still get burned, and it is worth counting the total cost of publishing before you get started.

Copyright 2005 - Ross Lambert, the Midnight Marketer

Ross Lambert is co-founder of TheVentureForge.com, a mentoring, hosting, tooling, and e-commerce incubating membership site. He is also a Senior Software Engineer for a fast-growing telecomm in Kirkland, WA and a happy husband and father.

---

Web Content Strategy 101

Your content is what gets you in search engines, speaks... Read More

Marketing Your Business Online

As a business you can't afford to ignore the Internet... Read More

How to Build a Database Driven Web Site

If you ever want to create a state directory, article... Read More

What Works and What not Works for Your Internet Business

"Build it and they will come."--Filed of Dreams (1989) If... Read More

Trinkets, Lockets And Empty Pockets

It never ceases to amaze me how many people set-up... Read More

But My Business Doesnt Need A Website!

Revenues are often lost because many business owners don't see... Read More

A Network Of Web Sites Is Not Enough!

The big thing these days is your ability to capture... Read More

The Importance of Website Stats to You

One of the best tools you have as a webmaster... Read More

Nonsense! Why Do I Need a Website?

"I don't sell anything online, I don't advertise online, in... Read More

Study Your Sites Performance Via Hit Tracking

Knowledge is power.And undoubtedly, it is the key to making... Read More

3 Rules of Website Designing and Layout

Now that you have got your domain name registered, your... Read More

Have You Got Your Ear To The Ground Or Your Head In The Sand?

What happened on your website yesterday? What about last week... Read More

1 Simple Solution to All Internet Marketers about Their Website Design Needs

It is an undeniable fact that not everybody is keen... Read More

Using Psychology Easily on Your Website to Make More Sales!

Psychology is a long word which everyone thinks, "no, that's... Read More

Dreamweaver 8 Preview

August 8 2005, Macromedia announced a release of Studio 8.... Read More

How to Draw Icons or Images on a Mapserver Generated Map

In this example I have used the map of the... Read More

Are You Overlooking the Benefits of Using Sub-Domains within Your Web-hosting account?

One of the most useful features offered by some web... Read More

Website Strategy!

A website lets you put your products in front of... Read More

Website Survival Guide

In the big, wide online world there are millions of... Read More

Bring Your Visitors Back Clamoring for More! Maintain and Improve Your Web Site Weekly - Part 1

80% of your Web site is Maintenance!Once your Web site... Read More

7 Killer Ways To Increase Your Online Sales

Every online entrepreneur I talk to is asking the same... Read More

You Need a Website!

No matter the size of your business, having a web... Read More

Business Website Building Do?s and Don?ts

First, using a lot of web graphics, flash, banners and... Read More

Art, Artists, and the Web:Part: 2--First Steps in Building an Artist?s Website

What you should do and know if you are an... Read More

Are You Being Scammed By Your Web Design Company?

This is a growing concern amongst many business owners. Does... Read More

Traffic for Webmasters

"If you build it, they will come"; is an age... Read More

Art, Artists and the Web: Part 3--What to Put on an Artist?s Website

What to put your the website if you are an... Read More

From Search to Sale

The Internet car buyer is an elusive animal. Trying to... Read More

Why Local Service Companies Should Have a Website

The Internet is being used by local service business to... Read More

Get to Know People through Websites

Web sites are not just places to sell things; they... Read More

Improve Conversion Rates ? Load Times

Your site is getting traffic, but conversion rates are horrible.... Read More

The Dos and Donts of Launching a Small Business Website

Launching a new small business website is often a long... Read More

Direct Sales and Your Corporate Website - A Creative Marketing Plan that Works!

Creatively marketing your corporate site takes time in the set... Read More