Hi everybody, I didn't get much done much on the web site this week, unfortunately. But I've had ideas popping into my head all week that I thought I'd share in this really long email. First off, I'm very encouraged by the line-up of people who have expressed interest (see dconsult.ml.org). With that many people, it makes a pretty strong business case for me to devote quite a bit of time to putting together a plan and some marketing materials. If I spend a month putting things together (with some help) - I imagine that we could have a very impressive set of services that we would be able to deliver to our clients. If it comes together the way I imagine it, I have quite a few friends and connections with private business and government that would be very interested in hearing the sales pitch. I'd bet that many of you are in a similar situation. I think there is an awful lot of work out there, and we may have the right recipe to get it. Organization ------------ I've been thinking about the organizational structure a bit. I previously called it a co-op, but it really isn't - because a co-op is owned by it's customers, which isn't what we are doing. I think it really should be structured more along the lines of a non-profit "club" to start with, where every member has equal voting rights. That leaves things open in the future to move to a more-conventional for-profit "company" style of organization, where every member is a shareholder with differing amounts of shares and voting rights based on how much equity they have invested. If we go with the "club" model, we'll have to decide on dealing with membership. I think we should pick a point where the current set of members constitute the "founding members". After that point, any new members accepted (or kicked out) will be determined by a vote. Once we start doing "real" business - the organization will definitely need to be incorporated. Why? Because if it is involved in marketing, then it may be named in a lawsuit against one of the independent members, and everybody would be liable. If it is incorporated, then the liability is limited. I'd prefer it if we could hold off the point where we incorporated until we were fully operational, and had our working relationships sorted out -- because doing an incorporation costs several hundred dollars, and restricts the ability of the organization to change. Privacy Agreement ----------------- I haven't set up a private mailing list yet. Before doing that, I think we really need to agree on some "rules" -- and make sure the members stick to them. On the private mailing list, I want to be able to discuss things like prospective sales leads, nasty things about certain customers, secret plans, proposed contracts, etc. Needless to say, we're on the Internet, and stuff like that has the tendency to "leak" (which would be bad). So I think we should draft up a simple agreement that everybody can agree to. I guess it is a Non-Disclosure Agreement, but I dislike calling it that (NDAs are typically contracts that are incompatible with free software development). When people say that they agree with it, we'll add them to the list. Eventually, we might want to develop a more comprehensive membership agreement that we'll mail to everybody via postal mail. Each member will sign it and mail it back to me. A signed agreement like that will hold up a bit better legally. This agreement might contain other stuff, like clauses to restrict "poaching" of clients and employees from other members. Affiliations ------------ Although the organization is geared towards hooking up the independent Debian consultants, I think some of us aren't so independent. ie. some consultants already work for an ISP, or another consulting firm. What do people think about that? I personally don't have that much of a problem with it. Each consultant can have a link to the company they work for (if they work for one). Tracy Camp suggested developing a logo that each of use could put on our respective websites. That would be good - then we can have links going both ways. I'm not really keen on having "corporate memberships" though. That tends to muddify the marketing message, because then you sort of have to explain how the various companies are intertwined. I'd prefer, for example, that a company that had four employees be represented by four individual consultant memberships (and four votes). Then we can focus on marketing the skills of the individuals (not ignoring their affiliations). Perhaps we could even have consultants "on staff" that work for big companies like Cygnus and Netscape. I suppose that those companies would have to buy into the concept first, of course - and use it as part of their marketing plan. The Web Site ------------ As you probably have all seen, I did the first page of the website last week (now at http://dconsult.ml.org/ ). I'm not terribly happy with the name "DConsult" - that's why I haven't run out and registered "dconsult.org" and "dconsult.com" (costs money). The logo I made is very disposable - I did it using script-fu in the Gimp. Also, I don't know if it sounds good (especially to non-English ears). Does anybody else have any name ideas? I'm going to use SGML (XML?) to do most of the pages on the website. The theory is that I will be able to use much of the same source to generate non-web content (print brochures, manuals, etc.). I'm going to try really hard to develop a system that makes it easily to translate the information into multiple languages. There will be one primary English webmaster (me for now), and a designated translator for each other language. I plan to put everything into CVS as well. So when I update an english web page, I'll send an email to each translator to update their web pages. When all the webpages are translated - we can install them to the production site. We may not want to translate some pages (ie. pages maintained by the individual consultants). I am going to set up a private "staff" website as well, which will be protected via a password (perhaps with cookies so you don't have to type it in all the time). This staff website will have stuff like the archives for our private list, operational documentation, access to the accounting system, databases, private schedules, interests, etc. Similar to the "staff" website will be the "Private Client Login" website, where clients can log in and see their private stuff, account balances, etc. I was thinking of building a "Debian Support Centre" website as well, which would basically be a front-end onto my next generation dwww with a customized stylesheet. Via dwww, people will be able to view the Debian mailing list archives, bug reports, package documentation, etc, etc, etc. Also, each person will get an account on my machine, so you will all be able to upload stuff - which other members of the "dconsult" group can view and/or edit. Some directories may be linked to the web/ftp sites. "The Kit" --------- In order for this to work really well, we really need to disseminate an awful lot of information about each other. I propose building an "Operations Manual" which will contain the following: * Information about the Organizational Structure and Rules/Contracts * Business Plan * Consultant Profiles: - Contact Information - Brief write-up on what sort of work is wanted - Resume - Picture (wearing a tie, or something dressy and professional) - Skill sets, affiliations * Client Profiles: - Contact Information - Which consultant "owns" that particular client - Background info - Project history - Payment history * Project Information: - Client - Scope - Proposal/Plan - Who did what - Status reports - Post-mortem * Financial Information - Billings per consultant/client/customer - Balance sheet for central organization All this information will be online via the staff website. I'd also print up most of this information on paper, put it in some nice binders, and postal mail it to everybody. Then I'd mail out updates several times per year. We could include other stuff in this "kit", such as giveaway CDs, hats, shirts, customized mousepads, etc. Accounting System ----------------- I'd guess that most contentious item I am suggesting is that people should disclose their billings, and discuss their "sales leads" on the private mailing list. I think this would be really good to do, because we need some feedback to identify where to focus our marketing efforts. It also impresses the clients when we can definitively say things like "We had $250,000 US in billings last year". I want to investigate setting up an accounting system. Perhaps GnuCash (formerly xacc) would work with some enhancements. I want to get something set up for myself by the end of the month anyways so I can dump Quicken (my taxes are due on the 30th). We could have a central system to generate invoices - but I'd leave the Accounts Receivable (ie. collecting the bills) up to each individual consultant. I still believe that we should be able to establish a standard rate schedule that we all can use (perhaps taking into account some regional variations). This could evolve over time. Before anybody quotes a price to a customer, they should run the estimate past the people on the list, and we can all decide how to structure the rates. If we can settle on a standard way of determining rates/charges - that will make it much easier for us to work together. Initially, we won't publish our rates - but there may be cases where we may want to (especially for consumer-grade services). We'll have to figure out where we want to concentrate. Marketing --------- I think the simplest marketing strategy would just be to promote the skills of each of the individual consultants. The website would have pages for each individual consultant, and would also categorize the consultants by areas of skill specialization, industry experience, geographic areas and languages spoken. Think of it as a "talent agency" formula. Sort of like the movie `Jerry Maguire' for computer nerds. :-) We should get everybody to send a nice colour photo (via the mail) to me, and I can scan them in and we can use them on the website, in brochures, advertisements, etc. One caveat - everybody should dress up semi-formally (ie. wear a tie). Even if you do believe in the 'hacker ethic' and disdain the corporate suit-and-tie image - you're basically going to have to "sell-out" a little bit so we can present a unified "professional" image. If all your pictures end up looking the one on Alan Cox's page ( http://roadrunner.swansea.uk.linux.org/alan.shtml ), we may have some problems selling to the suits (Alan is cool though). I'd like to see one person do the webpages for all the consultants, to make them very consistent. Also, we should all have the same format for our resumes, etc. This will encourage people to comparison shop between the listed consultants, and pick the one that fits their needs best. Also, on the web page, I've got a "Portfolio" section, which we should fill up with an impressive list of clients and projects. We should also make liberal use of press releases and newsletters, and develop many channels (via the Internet and locally) through which we can distribute them. Another thing worth developing is an easy-to-deliver 1 hour 'dog and pony show' (a presentation) to introduce the uninitiated potential client to the DConsult organization. Beyond just marketing individual skills, we can also work on package deals - like the 'support coupon' idea. It would be a good idea to give away free Debian CDs bundled with our consulting services - to drive home the point that Debian is truly a commodity operating system. It might also be helpful in certain situations where companies already have a 'preferred supplier' for consulting services - because then we can just masquerade as a vendor with support. We could put out an RFP (Request for Proposals) to the various CD manufacturers to get a good bulk deal. Once we start making a bit of money, it may be worthwhile for everybody to chip in so we can do some legitimate advertising. There's really not much substitute for doing that when you want to build an image. The Linux Journal would be a good place to drop an ad, plus a few Linux sites (ie. slashdot.org). If we had a larger budget, we could advertise in some of the IS rags (ie. InfoWorld, PCWeek, Computing Canada). Anyways, I've got more ideas - but this email is already way too long. Please follow up to the list, if you will, so we can get some discussions going. Also, try to keep the followups shorter than this email. Cheers, - Jim
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