Open Source Marketing Presentations available online...

[Joseph Chmielewski]

Two presentations are available online...

Presentation #1:

The first, Open Source Marketing Solutions, provides an overview of what needs to happen to successfully market Open Source Solutions to our school districts.

This presentation outlines Eight Steps (traditional marketing strategies) that Open Source supporters might consider if they wish to become successful at influencing the adoption of Open Source Solution projects in our schools.

Link...

http://www.classroomtoolkit.com/marketing/open-source-marketing-sol...

Areas where Open Source advocates are "missing the boat by treading water out in left field" (Please excuse the mixed metaphors but the mixed metaphors capture and communicate the problem.) include:

* Figuring out "Who are our Customers/ Clients?" (Hint: We need to partner with teachers)

* Discovering Customer/ Client "Wants," First, Developing Products, Second

* Making our "Offer" Different, Distinctive, Irresistible

* Understanding Customer Risk, and Removing ALL risks with believable Guarantees

Once Open Source advocates learn to promote Open Source Solutions as Teaching and Learning (Not software or technology) Solutions; we will make inroads and see Open Source Solutions eagerly and greedily snapped up by demanding crowds in our schools.

But we have to market these solutions as...

* Best of Breed

* Expensive, requiring professional development and stellar customer support

* Targeted solutions to major teacher and student problems

Of course, downloadable software that anyone can snatch from developers' Websites fails to create a demand, and fails to provide a way for differentiating our offerings over other sources of the same product.

What this means is that we must customize our solution, add value to that solution, and eliminate any of the risks that our customers might fear.

In summary, nothing inherent in license-free software makes it viable as a "stand-alone" product in our schools.

What this also means is that the "add-ons" that we supply must be highly desirable and highly valued. That is, what we have to offer must be perceived as "expensive and worth every penny it costs."

In addition, we must target separate audiences with separate marketing campaigns.

For example, Servers, Operating System software, Web Software are products that 99%+ of teachers can safely ignore. These are solutions that must be marketed to IT Department Directors and Technical Support staff.

Besides separate audiences, we must support viable project plans.

For example, installing a computer lab with decrepit computers and free software fails to resolve instructional issues if...

* There is not a specific, measurable curricular goal for the lab

* Teachers fail to buy-in to the use of the lab

* Teachers are forced to use the lab

* Use of the lab is optional, and only interested teachers sign up

* Teachers fail to change the way that they deliver and manage instruction

* Substantial professional development, in lab and follow-up in each individual teacher's classroom, is missing from the project

* If the computers are always breaking down, and not enough (one for each student) are functioning when teachers bring their students to the lab

* Etc.

Open Source Solutions offer great promise, and Open Source advocates have an opportunity to make a clean break from the failed "Technology Integration" efforts of the past.

As long as we offer focused, measurable solutions to teaching and learning needs, and as long as we communicate that "doing education right" will "cost a bundle;" we should be able to provide customized solutions to our schools.

Presentation #2:

The second presentation, Open Source Marketing Appendices contains ten Appendices. These provide a background for the eight marketing steps in the "Solutions" presentation.

Link...

http://www.classroomtoolkit.com/marketing/open-source-marketing-app...

Die-hard Open Source zealots may react to these presentations, but, their choice is to continue making the marginal gains in Open Source projects in our schools, or, decide to change tactics and become successful.

Crucial (hotly debated by zealots) topics include:

* "Never Fall in Love" with your Product

* "Marketing Problems" with Open Source

* Beware the "Free and Cheap" Mentality

* Avoid the "Technology Integration" Model

Thinking the way we always thought results in similar payoffs.

It's time that Open Source advocates "think different."