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Saturday, 23 April 2011

Business Models

Posted on 04:19 by Unknown
So you have this brilliant business idea which you know has a niche customer base. Now whats important is to get the idea into reality. Its an internet related business so you will require a good development team who can get your idea to realization. If its your first business then getting together a development team will be tough. If you, yourself is not very technical then having a development team in-house does not make sense. As the saying goes, do the best and outsource the rest. Now you need to go to any of the search engines like, Google and Bing to get your potential vendors for development of the web application. You do a thorough research and finally make a firm decision on choosing the company with whom you are comfortable to work with. One important thing that you need to keep in mind after choosing the vendor is in which business model you will engage with the vendor. No body understands your business better than you do, hence, you should have a proper specs document. Be as detailed as possible in your requirements so that the vendor finds no ambiguity and can give you a proper effort estimation.

There are 2 ways of engaging a vendor for your dream project. One is the Fixed Price Model. This is a time tested model but you should have proper specs to go with this model. If your specs are very vague then it becomes very difficult for the vendor to estimate the effort required. This also leads to tension between yourself and the vendor in the UAT stages and it leads to change management and you might end up paying more than what you had budgeted for. One must understand that the vendor company is running a business and when they see very vague requirements then they buffer up their effort and increase their cost but if you have a very well detailed specs document then you can get the estimate in a very scientific way and each module and sub modules will be properly estimated.

If you do not have a proper specs document then its best to first hire a technical writer whom you can explain your concept and who can then prepare the specs document for you. You need to be very careful on this and you should have a thorough read of this document before passing this on to the development team.

If you think that the system is so big that its too tough to estimate and it will evolve over time, then one good option is to hire a team virtually from the vendor. These are known as Full Time Equivalents and you can discuss with the vendor's representative and finalize on the team size. When you decide on the Full Time Equivalent option, you must check the vendor's contract terms properly. There could be a lot of hidden things which the vendor's representative might not tell you. One thing that I can tell you is that in Full Time Equivalent model you become the project manager and you can control the team as you wish, so monitoring and reporting structure should be properly laid out. If you do not do this then you might lose out on non-productive man hours and since you have chosen a FTE model you cannot catch hold of the vendor for mismanagement since you are the manager of the team.

So think properly and lay down all the pros and cons of the 2 models discussed above, before getting into an engagement with your chosen vendor.

Good Luck!
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Friday, 15 April 2011

Google Adwords Vs. Facebook Ads

Posted on 22:11 by Unknown
For a SMEs, Google Adwords is a very economical way of advertising. Today 70% of the search industry is controlled by Google. People comes to Google to search for specific things that they need. For a new business which is in a competitive market, its very difficult to get top rank in Google organically. This is where Google Adwords come to the picture. One can run a PPC campaign on targetted keywords and get the desired traffic. Since people are searching for a specific product or a service the click through ratio will be good. Secondly Google also carries your ad in their network of products like, Gmail, Blogger etc. So by running a PPC campaign in Google, one can drive in a lot of quality traffic to their website. This is where I feel, Facebook Ads lose out to Google. When a person goes to facebook, its generally to socialize. I as a person go to Facebook to meet my old friends to virtually connect with them and chat with them. Generally people do not go to facebook to search for a specific product or service. Hence, the click through ratio in facebook is less. Facebook ofcourse has one great advantage. Using Facebook Ads you can target your visitors to ensure that your Ad is displayed only to the demographic that you choose. Also, since Facebook ads are new the CPC is relatively less than Google. So at a very small budget you can run your campaign. Another advantage that Facebook has is that you can make the visitors come to your facebook page make them your fan and start interacting with them. So, an inquisitive visitor can become your customer in the long run which is never possible with Google adwords.

Its still early days to make a judgement on who is better and only time will tell if Facebook will be able to eat into Google's Ad revenues but at the moment Google is better for conversion whereas Facebook is better for branding. Next couple of years will be interesting to see how these 2 giants fight each other.
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