Things to consider before launching a new software company.

1. build a niche website – get credibility
2. ask your family doctor (or a friend, non programmer) for opinions – find out what you’re missing
3. buy your competitors’ products – turn shortcomings into advantages
4. test your prototype with representative users – build not what you think people might want, build what they need.

]]> http://www.giorgiobuccilli.com/2008/08/id-have-thought-of-that-moments/feed/ 0 http://www.giorgiobuccilli.com/2008/07/being-the-number-2/ http://www.giorgiobuccilli.com/2008/07/being-the-number-2/#comments Thu, 17 Jul 2008 11:32:13 +0000 Giorgio Buccilli http://127.0.0.1/wordpress27/?p=261

Avis proudly says “We’re number two – we try harder” (than Hertz).  Pepsi is the number-2 cola, even though “Nothing Else Is A Pepsi”.

There are many #2 software companies, though on press releases you rarely find “ACME Corporation, second-leading provider of …”.

Each market segment hosts many players and one “number one”. Therefore, within the majority of software companies, there is a gap between the position they want and the position they hold. Nothing personal, friends.

Traditions are practices taught by one generation to the next. Karl E. Weick, says that traditions span over three generations, on average.

In corporate life, due to acquisitions and turnover, most of the employees hold the position of first – generation members.

I’ve been thinking about companies pursuing longevity.

Companies are not around forever, though a common view is that permanence is good. That’s why companies build huge headquarter buildings. The reality is that the average life expectancy of all firms is only 12 years. Some [Link to Arie De Geus] attribute mortality to managers focus on the bottom line, rather than human factors.

Greatness is fleeting, friends: places with the highest growth rates have the highest rate of corporate mortality. My company? It’s the exception that proves the rule.

Naming a company is important when starting a business.

A company name should sound different. Claris, Claritin, Claria, etc. are similar, although belong to different businesses. A Company name should also sound logical e.g. Fluent Inc. -fluid flow simulation company. Fluent’s competitor is Scryu, a Japanese company. Because the brand is what the company stands for, and Scryu definitely does not sound well in English, I’m afraid it might be not as effective as Fluent outside Japan. Another example is that of Toyota MR2, which is known by a different name in France. Rather than the MR2, it is called “Coupe MR,” because “MR2″ in French sounds like “merdeux,” which means “shitty.”

When naming a company, check what the name sounds like in the most widespread languages.