Advice finding clients looking for software development?

[JDX_John]

I run a small software development company (desktop apps, server apps, web-apps, pretty wide experience) and have done for about 18 months now. I grew very organically from freelancing for a couple of projects to subcontracting out work.
I've never advertised in any conventional way and have been fully busy since starting (too busy at times). However since most of my work has been found through networking online, typically on technical forums, I've worked mainly for tiny startups too small to have their own developers - we're talking 1-person startups with a dream and some savings, that kind of thing. That is great from the perspective of avoiding red tape and bureaucracy but bad in terms of what you can charge. For instance a typical consultancy in the UK might charge it's developers out at £50-100/hr to large companies, but few individuals working from their life savings have the funds for that.

I'd therefore like to see about pitching my services to 'real' companies much more. But as I said I have zero background in that area. Do I just send a letter to any businesses in my local area that might conceivably be large enough to need some software? Is it as basic as that? For individual contractors there are sites where agencies hook up clients and contractors but they are not geared to service companies like myself. Maybe such sites exist, but all the ones I've found are inferior copies of RentaCoder, which is itself pretty poor.

Sorry for the long and slightly vague post, any thoughts and advice gratefully received.

 

[XanderMarketing]

Hi,

Do you have a website so we can get a bit more of an understanding of your business and the projects you've worked on?

Thanks

Alex

 

[JDX_John]

Actually, I don't. I have the domains registered and a little preliminary work on a web design, but I've never had time when I wasn't engaged in paying work, to devote to this. My attitude was always that diverting time to work on marketing when I didn't have resources to take on new projects was not the right idea - I've no idea if that's sensible but it's how things have turned out.

As I mentioned briefly, I've worked in quite a wide range of software development. Before setting up by myself I worked in the games, transport and investment banking sectors, ranging from mathematical modelling, through complex client-server applications, to modern web-based tools used by traders.
As a contractor, I worked as the technical architect and lead developer for a new browser-based MMORPG (online world game), and as software architect on projects for TopCoder and ESPN.
Most recently, my company has been working on developing medical visualisation & training software including advanced 3D graphics.

See, even the short version ends up going on a bit! I've deliberately avoided going into any technical details because I doubt many here want to be swamped with acronyms, and because I'm primarily using the forum to find places to find work, rather than to find work. Of course if anyone's interested in more detail they can ask here or PM me.

 

[Welbeck_Design]

Hi,

The best bit of advice I have will probably sound quite 'wooly' but here goes.

It may be best to target a company you would like to work with then do a lot of reasearch, find as much info as you can and then start to look at a solution that will improve their bottom line.

If you go to these people with a ready made solution that will save/earn them money then your far more likely to be welcomed with open arms then going around door-knocking.

the draw back is that you will have to invest your time unpaid to do this initially and there are no guarentees that it will work....

But it just might, and the rewards could be quite tasty!

 

[profitxchange]

I do not think a website will really help you. for your sort of work you need to get known and that is best done networking with prospects and intermediaries. Where would a lot of them come together, conferences?

What propects are looking for is a solution to their problem, so you need to find out what their problems are. Its a good way of soft selling - but takes time.

 

[XanderMarketing]

If I wanted some complex software developed the first place I would probably look would be on the Internet -do a Google search for a software development company in my local area.

If I had a direct mail letter or an email from someone and it was compelling enough I would probably respond to it. How many people are going to be looking to get software developed at one time though?

You could put banner ads on the forums where you meet people.

And like profitxchange says you can't go wrong networking in the right places!

 

[JDX_John]

If I had a direct mail letter or an email from someone and it was compelling enough I would probably respond to it.

And like profitxchange says you can't go wrong networking in the right places!

But that is my key question... finding who to write letters to, or places to network. What'd I do, just find some business directory and go through, doing a 2min research on each to see who looked like they might have software needs?

 

[XanderMarketing]

Are there certain industries that are likely to buy your services more than others? That's a good place to start.

 

[garyk]

The problem with bespoke software as a service is that because anyone is your customer *no-one* is your customer. What I mean is that it is easy for your marketing to appeal to a wide audience but with the potential problem of no prospect saying 'that is exactly what I need!' because its too generic.

So perhaps look at what sectors you have done work for in the past and target each sector with a solution specific to *their* industry. That way you can present a targeted offer which should attract a much higher response rate.

The only thing perhaps worth considering and something I have used in the (dim and distant now!) past is host/parasite marketing (if you google search for it should find it) where I get a customer I have just done a system for to let me write to *their* customers with a sales letter from me, an introduction from them, some testimonials and a call to action. I think I averaged 2-3% response on that, it was 10 years ago now!

Gary

 

[greenbox]

I'm in the same boat as you JDX, I run a small web/database/software company. I've been doing it now for about 1.5 years (although i worked in IT as a developer for 10 years before that).

I have had mainly small clients (1 man bands essentially), and found they only have small budgets.

Now I want to try and move onto larger clients ie companies that arent big enough to have their own developer, but bigger than 1 man bands (hopefully 5 - 20 employees).

I have a website and have had quite a few queries through that, but mainly from small clients. Even if you dont use a website to draw customers to you from SEO, I would say its essential to have one you can refer people you meet to (especially if your an IT company).

In terms of my own marketing my next steps are to:

1. draw up a list of companies that fit my target profile (5 - 20 employees pretty general at the moment), and contact them by email followed up my a telephone call a one week or 2 after.

2. start attending business networking meeting regularly (hopefully i can find events where companies with more that 1 employee attend).

3. network with other developers etc I have worked with in the past

anyway i'd be interested to hear what you guys think.

 

[JDX_John]

...

I like your website. Looks like you have a traditional B&M (bricks & mortar) office? Not based online like myself?