ProductMarketing.com

Joel on Software--Getting Your Resume Read

Joel writes, "I've been going through a big pile of applications for the summer internship positions at Fog Creek Software, and, I don't know how to say this, some of them are really, really bad. This is not to say that the applicants are stupid or unqualified, although they might be. I'm never going to find out, because when I have lots of excellent applications for only two open positions, there's really no need to waste time interviewing people that can't be bothered to spell the name of my company right. So here are a few hints to review, if you're sending out resumes." Job seekers should read the full article.

What Does it Cost You to Fix a Defect?

Joanna Rothman writes, "Although I polled many people, only one person knew what it cost his company to fix a defect. If you're not sure either, here is an estimation technique to measure that cost: In system test, when people are 100% dedicated to finding and fixing defects, count the number of fixes. You know how many people (developers, testers, and anyone else) worked on the project, and you know the duration of system test. The average cost to find and fix a defect is: Average cost to fix a defect = (Number of people * number of days/Number of fixed defects) * cost per person-day."

Ask Joel--Pricing Products

Ask Joel--Pricing Products: "With software sold in corporations, as soon as your price gets up in the $3000 level, the amount of approval it needs is so absurd that you are not going to sell products without a salesperson making a few visits. Hiring the salesperson, sending them out to make presentations, hotels, airfare--now it costs $50,000 to get the sale done just in sales closing costs. That's why you see a lot of software products at $100,000 and a lot under $3000, but anywhere in-between and it's impossible to make sales. "

Joel on Software--Top Twelve Tips for Running a Beta Test

"Here are a few tips for running a beta test of a software product intended for large audiences--what I call 'shrinkwrap'. These apply for commercial or open source projects; I don't care whether you get paid in cash, eyeballs, or peer recognition, but I'm focused on products for lots of users, not internal IT projects." Read Joel on Software--Top Twelve Tips for Running a Beta Test.

Effective Marketing Using White Papers

"Companies that sell complex technology products and services face different marketing challenges than those selling easy-to-understand commodities. Sometimes the features and benefits of a company's offerings are too complex to be readily apparent at first glance. White papers can be an effective way to educate potential customers on the merits of such products and to explain the complex technologies involved. Although they aren't the most exciting kind of collateral, white papers offer a benefit that more glamorous advertising and marketing materials cannot provide. They lend validity to product claims and help prove that there's 'steak' behind the marketing 'sizzle.'" Read Effective Marketing Using White Papers by Elissa Miller.

Nasdaq Headlines

from Nasdaq Headlines: "Merrill Lynch analyst Steven Milunovich predicts that Apple's iPod Could transform the company. In a research report Monday, he said the success of the iPod demonstrates Apple's 'tech know-how and strong brand' and could make the company 'relevant again.' And the iPod isn't expected to be small business for Apple. Milunovich estimates iPod's revenue to come in around $1 billion this year, contributing 15 cents to per-share earnings." Apple has demonstrated that it understands the buyer persona and has delivered a product that delights. And by integrating with Windows machines, Apple reveals that it can play well with others.

Issue 1: Annual Product Management Survey Results

The new issue of productmarketing.com magazine is now online. Articles include:

• Monitoring Metrics Puts You In The Drivers Seat by Barbara Nelson
• Results of the Annual Product Management Roles & Salary Survey 2003 by Steve Johnson
• High Impact Product Management: Creating and Measuring Product Management Success by Werner Wingen
• Debugging the User Code: Part II Integrating Users into Product Development by Steve August
• Technical Sales vs. Marketing by Rick Tatham

Why are there Serial Entrepreneurs?

Rich Mironov writes, "I see teams from successful as well as failed start-ups throwing themselves into new ventures again and again--reinventing themselves and reinvesting their time in yet another dream. Rather than an end goal, this seems much more of a lifestyle, an addiction, an ongoing creative cycle. Read the full article.