Supporting developers and IT folks is worth the extra effort
I’ve noticed an interesting trend among our customers…the developers start really small, but buy more over time. Sometimes a lot more. This makes sense, of course, since freelance developers move from project to project and each new project has a new budget and a new server. Our product makes managing a server and the websites on it really, really, incredibly easy and fast, so folks who’ve used it end up using it on every web server they deploy. We’ve had dozens of web developers buy our cheapest offering one month and the next buy two or three of the more expensive versions.
Developers are also more demanding than most customers. They recognize when difficulties they are having are failings of the software rather than failure of their knowledge of the subject matter (generally), and so they file more bugs and ask harder questions. So far, you’re probably with me that developers are awesome users.
They also have some flaws, as users. They want things that are only useful to other developers. And I’m not just talking about APIs here. APIs are awesome, of course, and we’ve got APIs all over the place, and you should, too. But sometimes there are opportunities for making a product more useful to developers just by the features that you include.
An example in our product is support for private IP addresses, dynamic DNS, and the ability to operate correctly behind a NAT firewall. This is actually quite a bit of code to support, and I was reluctant to add it. Our product already has too many features and too many options (flexibility can be a curse…but it’s also nice to always be able to answer “yes” to the question “does you product support X?”, so it’s a wash), so adding a bunch of stuff that’s only useful to web developers on their development servers in their home office seemed maybe a little crazy.
But, we did it anyway (OK, Jamie did it without really consulting with me on it, because his thought process on just about any new feature is, “yeah, I can do that” and then he does it that evening and launches it the next day). And, it turns out I was wrong. It’s worth the effort, the additional support expense, and the added options, because developers and IT are the key to customers for any technology product. If the nerd working on a project likes you and finds what you do valuable, they will recommend it at every opportunity within their company, or on every project they work on if they are contractors. If you save the IT department, or contractor, time and repetitive effort, you will have the whole company using your product in short order.
From here on out, when one of our developer customers has a request I’m going to think long and hard before dismissing it as too much of a niche feature. If I can visualize a large number of web developers across the world breathing a sigh of relief when we roll out such a feature, then we will roll it out. Our primary customer will always be web hosting providers, the bigger the better, and their usually non-technical end users. But, if we piss off the developers who actually build the websites, I’m certain we’d regret it.
So, what’s the punchline? What can you do about it? Well, if you’re building a web service that’s useful to a large segment of people, you may have built something that can save the IT departments in major companies time and repetitive effort. An obvious example of a fellow Y Combinator company is Wufoo. They make a really nice form builder service. Seems simple, until you realize how many forms could be used in day to day operations of most businesses…got a trip to plan and need to know who’s going? got a software audit coming up and need to know who’s using what products? got T shirts to distribute to customers and need to know where they are and what sizes to send out? Wufoo’s got it covered and you don’t need to bother your IT department about building another stupid form!
Online office productivity software is another obvious example. Saves IT departments tons of time and effort. Getting PowerPoint or Office or whatever for a system that doesn’t have it is a PITA in most companies. File a requisition, wait for an IT to get approval from your manager, wait for IT to license it and install it, find out that it needs more memory or disk space, requisition more memory and disk or new computer, etc. Three weeks later, the project has come and gone and now you’ve got PowerPoint or Office and don’t need it anymore. If you’ve got IT on your side, they will instead say to their user, “Try Zenter, it’ll let you do a nice presentation right away.” Or Google Apps. Or whatever…lots of possibilities there for making the life of IT guys better.






