Maybe it’s “the grass is always greener” syndrome, but the idea of starting a Micro ISV has always been attractive to me. I suspect it comes from the following (flawed) thought process:

1. I can create software.
2. I can create good software. (My mom says so, anyway.)
3. Problems exist that software can solve.
4. I can become independently wealthy if I identify a problem and apply step 2 to step 3.
5. I can easily do steps 1-4 in my spare time, while sipping a martini on the beach and watching my well-behaved kids play nicely together.

How is that flawed? I don’t drink martini’s.

I’ve really enjoyed reading about Leon Bambrick’s foray’s into Micro ISV-ness, especially his advice on what to look out for. Rob Walling (softwarebyrob.com) also has some well written posts on software startups. I’m repeatedly struck by how hard it is even though it seems like it should be easy. I guess I shouldn’t be surprised by that, I am in the software business after all - if I had a nickel for every time something seemed like it should be easy and turned out to be difficult, I wouldn’t need to start a Micro ISV!

I especially enjoyed reading the story of the recent birth of ShuffleText Software (via Leon). It’s not a very short read, but well worth it if you’re at all interested in the subject. My favorite quote?

“Think about that branding concept for a minute: You’re “instilling strong attitudes about the product in the minds of consumers”. We didn’t have the resources to hire a branding expert or marketer to create that experience, so we applied a cheaper litmus test: make sure the name + logo does not block potential customers from entering in to a relationship with your company. Or a pithy analogy – I’d be put off dating a woman named Biatch.” (Emphasis mine)

I think the one piece of advice that stands out to me as critical for a Micro ISV is one that Leon offers (but ShuffleText doesn’t) - separate “free” and “professional” versions of your software. And I’m not talking about “trial” vs. “enterprise”, I mean free as in beer.

From my perspective of a corporate developer, unless I really have an urgent need for something I’m going to be hard pressed to play around with even a trial version (I should distinguish between an application and an API here - I’m referring to a Micro ISV that produces an API). But I do some side projects, just for fun. If I could incorporate a free version of ShuffleText’s Highlight (”fuzzy search” component) into my Symbol Server Transaction Manager, I would totally spend the time to do it. And after I’ve gained some free experience with it, and perhaps find it to be the quality product they claim it is, I’m much more likely to use it in my applications professionally–paying the fee, thus enabling them to live the lavish beach lifestyle with well-behaved kids. I’m using the example of a specific Micro ISV, but the same is true for any ISV (whether Micro or not).

In the meantime, I’ll continue working for “the man” (who, if you have to choose “a man” to work for, is a great one–seriously) and keep dreaming of greener grass that isn’t.

1. The ShuffleText Guys Says:
   December 3rd, 2007 at 10:12 pm

   Thanks for the feedback Aaron. We’ve killed the trial version and replaced it with a free non-commercial unrestricted license.

   If you end up integrating it in to symbol server transaction manager, let us know! cheers…

2. aaron Says:
   December 3rd, 2007 at 10:45 pm

   You guys rock! You can bet I’ll be integrating it.
   Thanks!! Great move (IMO )