Athol Foden is president of Brighter Naming, Silicon Valley's full service professional naming agency for company, product and service names.
Startups and software a specialty.. from this former computer techy and international marketing executive. Author of Spreadsheet Marketing, Brighter Branding, Brighter Names and Brighter SEO.
Before you can go out and market your code, you need to productize it. Whether it is for a small downloadable utility or an enterprise application, software seldom sells itself. Even for Open Source, it has to be packaged, promoted and presented correctly... and that is the start of your branding for the long term. For startups, product and company may both be dependent on this proper execution.
This overview session will give you the highlights, illustrated by a real world example, and a check list to do proper product packaging and launch.
For startups, continue this subject with Sean Murphy's startup checklist talk (See Session Software Startup Marketing Checklist)