Caliban Darklock wrote this terribly early in the morning:
I frequently try to help out small businesses who are getting their start in the hectic world of free software. They usually have a setup where you can download the software (which generally goes on a web site) free for personal use, but if you use it commercially, you have to buy a license. Frequently, the personal-use license comes with certain advertising and link requirements. Meanwhile, the commercial-use license loudly proclaims the high level of service and support you can expect.
I don’t trust marketing materials. I want you to walk your talk. So my first order of business is to ask for support in the form of a custom license before I buy.
My thinking goes like this. Right now, you don’t have my money. Provide me this special consideration, and I will give you money. That’s what we call an incentive. Once you have my money, you don’t have incentives anymore unless you continue to charge money for your service. Your level of commitment to my satisfaction will naturally and necessarily decrease after I buy my license.
So I’ll ask something like “hey, can I get a commercial-use license that has the same advertising and link requirements as the personal use license?” - and that’s frequently the only practical difference between the two. So what I’m asking is “how much of a discount will you give me for perpetual advertising?”, and I’m not particularly worried about it. What I’m trying to find out is, how much do you value your commercial customers?
A commercial customer, after all, doesn’t just have one domain. I have over a dozen. I host thirty more. If you charge $50 for a license, I’m in a good position to make you as much as $2,000 if I like your software. People also recommend software to people like themselves. Whereas Bob down the street is going to talk to Joe down the street who would get your software free for personal use, Caliban the owner of Darklock talks to Sam the owner of Aevum who would pay $50 for it. I’m a much better business opportunity than the average random dumbass who logs onto your web site.
The best possible response - the one I expect from a truly professional company - is “we’d be happy to give you that custom license, but we can’t discount the software for you”. But the response I get is almost always a demand that I explain why I want this license because it’s a stupid request.
Strike one. Don’t call your prospective customer stupid.
When I explain that I want it in the license so I don’t have to account for it specifically in the terms of sale for the site if I ever sell it, they respond that if I sell the site I shouldn’t care what the new owner does.
Strike two. Don’t tell your prospective customer how to run his business.
When I observe that this is hardly a high level of service and support, they respond that I shouldn’t expect service and support for weird things nobody else wants.
Strike three. Don’t tell your prospective customer he’s the one with the problem.
Now, as far as they’re concerned, this is $50. They don’t care. “I’m not modifying our license agreement for a lousy $50!” It doesn’t occur to them that people frequently ask me how to build web sites. It doesn’t occur to them that I personally have five other places I want to install their software. It doesn’t even cross their minds that when someone says “what do you think of this software?” I’m going to tell that person what complete jerks they were when I wanted a custom license.
And if they’d just copied and pasted one little paragraph from the free license to the commercial license, they would have had a customer. It’s thirty seconds of effort. If you won’t invest thirty seconds editing a license for $50, how can I trust you to invest four hours fixing a compatibility issue with IE7 for nothing?
I used to run a pure open source contracting firm. We damn near went bankrupt. Then I became a Microsoft partner, and the world opened up for us - doing open source work. The same clients who wanted nothing to do with a pure open source solution were perfectly happy to hire us for an open source solution after we had shown them an ASP.NET proof of concept. It was a signaling device.
So, too, are the requests I make to free software companies signaling devices. I’m not some college kid who can afford to spend three weeks configuring your product. My time is money. I won’t be the one configuring it; I’ve got someone I pay to do that. Every hour he spends doing it costs me money. If your software needs to be upgraded every week, it had better not take three hours to upgrade. If I need to ask you for support, I’d better get it, and fast. If I have to play games with you, I can’t use your software.
And that’s why you still live in your mother’s basement, even though a million people use your software and think it’s the greatest.