1. Anton Mannering
Help people make money in the internet…
www.primaryposition.com
anton@primaryposition.com
Twitter: @primaryposition
Me on Twitter @antonmannering
2. Investing in your digital future
Understanding web services, assets, marketing and value.
3. What am I buying?
Services
Maintenance
Assets
Branding
Lead Generation
Cost Reduction
6. Opportunity Loss
In a world of scarce
resource,such as time
and money, resources
invested in a project
involves an opportunity
loss where it cannot be
invested in another
project.
7. Hosting
Hosting in this context is allowing your web
solution, be it a web site or web application to be
accessible on the internet via a hosting company
8. Web design / Web development
Web design used to be an
umbrella term for both
Many Agencies or development
companies may refer to them
separately
N.B. Some development
companies provide high end
development but no graphic
design
9. Web Application
Largely this means an application that operates
like a website, not an installed application (for
example Microsoft Word)
Typically, this requires a user account and is
different from a website but is often accompanied
by one
May also be an “internal” solution that is available
on the cloud/web for access by disparate teams,
clients or suppliers
10. Application Tiers
Design or Presentation Layer (The bit you see)
Graphic Design Impact
UI and UX
Business logic and application function (The bit
that does the work)
Development Platform (Coldfusion, PHP, ASP)
Database – data storage (The place the info gets
stored)
MySQL, MS-SQL, Oracle
12. Why
We’re not buying product, we’re buying services
shrink-wrapped as a product
Support
Design
Hosting
Knowledge
Technical Know-how
Experience
Problem solving
13. Biggest mistake: Acting like a
consumer
When most companies buy a website, they tend
to act like consumers
Cannot or will not understand “technical” aspects
Not interested in challenges presented by decision
forks, just want “solutions”
Try to make new media concepts fit old world
definitions
Hold steadfastly onto predetermined ideas and
myths
14. Relationship – for the long term?
Will you need your web designer after your
website is built?
Do you need to pick a company who is the
cheapest or one that will still be alive?
What happens when you’re not adding to their
bottom line?
15. Understanding support
In product terms, we’re used to the price of
support being built in to the product price
A small number of incidents to a large bulk of
product sales
Food: damaged packaging, inconsistent quality,
freshness, pricing not matching labels
Products: car warranty, recalls, built in safety and
oversight/redundancy
Why service packaged as product idea is important
16. Differentiation between consumer
and commercial approach
Expect that every eventuality is catered for
That a roll-back or replacement warranty is
available for lifetime of product: 3/5 years
That if a design or solution is “not acceptable” or
doesn’t produce desired results, it somehow is
the designers fault solely
That a customer can simply cancel or re-order a
product until completely satisfied
17. What’s wrong with this thinking?
It doesn’t match the legal foundation of a contract
law
Consumer law offers protections that push risk to
supplier. Ignorance is a valid argument!
Contracts are in place between two businesses –
consumer law doesn’t apply
Both sides should have an agreement that
describes deliverables and tests for measuring
those
18. What (unrealistic) expectations and
presumptions are in place?
That the web designer will map out all possible
eventualities – complete “future proofing”.
That the client is qualified to make a decision
about Design element
That the client’s emphasis on design will impact
positively on existing/prospective clients
19. What is a web developer often
expected to know
Graphic Design/Logo Design
Branding
Development or Programming languages
Development Plaftormsand Database Technology
Internet Marketing (all)
Future progression of internet technologies,
trends, habits and surprises
20. Pricing Models (Wishful
thinking?)
Typically fixed Price
All Inclusive
Based on
What will I pay company A
Did John pay less?
Could I get it done over there for half?
21. Why do we care?
If your web developer has put a cost of
development on a solution and based this on the
real cost, where is the cost for support?
What will keep the business afloat for the next 12-
60 months?
22. What often happens?
Everything goes well – Great
But in 80% of our recent client survey (April 2011,
100 people, by a London based company):
Customer – Vendor Relationship hits a wall
Customer feels angry: time and money wasted
Blames Supplier
Supplier feels conned, wasted effort and opportunity
loss – blames client for lack of understanding
23. What’s the cost?
Brand and reputation
Leads
Opportunity cost – wasting time to market
Malinvestment of time in developer relationship
Lost product – complete write off
Start again
25. What are digital assets?
Domain Value
Brand and domain link
Inherits brand value – e.g. Coke.ie
High demand, single or short words
Pizza.com, flights.co.uk
SEO Value
Consistent, high or valuable traffic generated from a search
engine
“SEO Goodwill”
Age, wording, history, investment
26. Website
Ability to generate enquiries
Built-in special features or technology
Brand Ambassador
Content – User Generated, Blog or insightful
content
No? Then maybe it has no inherent value
27. Existing User Base
Forums, Blogs and Chat Rooms
Clients and Subscribers
Web App users
Account management system (acts as a link to
another system – doesn’t provide functionality
directly)
35. Anton Mannering
Help people make money in the internet…
www.primaryposition.com
anton@primaryposition.com
Twitter: @primaryposition
Me on Twitter @antonmannering
Editor's Notes
My domain together with my content/functionality/idea are my asset. Anything that causes it to generate more sales = investment. Anyhting that doesn’t=malinvestment
Just a heading ... Images: somebody using sign language, people from different countries.