======================================================================= Shareware Author & User Case Study First edition Copyright 1994, by Daniel Corbier All Rights Reserved. ======================================================================= Table Of Contents ----------------- 1. Abstract 2. Disclaimer 3. Preface 4. What exactly is shareware? 5. Shareware not GNU 6. Shareware not Public Domain 7. Shareware and Freeware similarities 8. Does shareware really work? 9. How long does it take? 10. Why do programmers create shareware? 11. How do authors get their programs "out there"? 12. Where do users find shareware programs? 12.1 BBSes 12.2 FTP sites 12.3 Online Services 12.4 Other 12.5 Interdependency 13. Publicity 13.1 Standing Out 13.2 Word Of Mouth 13.3 Online Forums 13.4 Quotes 13.5 Negative Publicity 14. Beta testing 15. What motivates people to register? 15.1 Usefulness 15.2 High Quality 15.3 Shareware Concept 15.4 Good Price 15.5 Support 15.6 Full Functionality 15.7 User Friendliness 15.8 Good Documentation 15.9 Positive Attitude 15.10 Easy Payment 15.11 Other 16. Incentives used by authors 16.1 Extra Features etc... 16.2 Free upgrades 16.2.1 To charge or not to charge for upgrades 16.3 Printed Manual 16.4 Nag Screens 16.5 Other 17. Reasons people give for not registering 17.1 Unreasonable Price 17.2 Crippleware 17.3 Nagware 17.4 Payment Difficulties 17.5 Expireware 17.6 Bad Attitude 17.7 Inferior Quality 17.8 Lack Of Money 17.9 Disappearing Authors 17.10 Forgetfulness 17.11 No Problem 17.12 Other 18. How much do people pay for shareware programs? 19. How do successful authors price their programs? 20. Which methods of payment do people use? 20.1 Checks 20.2 Credit Cards 20.3 Online 20.4 Cash 20.5 Money Orders 21. Overcoming problems with overseas currency 22. Demographics 23. What percentage of users register? 24. Profiles of the shareware user 25. How long does it take users to evaluate programs? 26. Do most users contact the author before registering? 27. How do users contact authors? 28. Additional words of wisdom from successful authors 29. Shareware Forecast 30. Survey digest 31. The Person behind the Program APPENDIX A. Distribution Channels A.1 Disk Vendors A.2 FTP sites A.3 BBSes A.4 File Distribution Networks A.5 Online Systems B. Suggested Readings C. Copyright D. Glossary E. Acknowledgements F. How to register the Shareware Author & User Case Study G. How to contact me H. Concerning reaching me I. Ultimate Calculator 1. Abstract -------- This document answers questions frequently asked by shareware authors, such as what percentage of users register, what motivates them to register, what prevents them from doing so, how much they are willing to pay, how they make payments, demographics, how to get one's program "out there", what makes some programs stand above the crowd and get noticed by the press, just how successful some authors are, how long it takes to succeed, and more. Answers are based on survey responses from shareware users and successful authors. 2. Disclaimer ---------- This document is provided on an "as is" basis without warranty of any kind, expressed or implied. The person reading this document bears all risk as to the usefulness and accuracy of the information that is presented. The author will not be held liable for any special, incidental, consequential, direct or indirect damages due to the user's exposure to this document. Special effort has been put forth in order to avoid inaccuracies, however, mistakes are always possible. Users are encouraged to immediately signal any errors to the author. The information in this document represents the author's own interpretation of the data collected from participants of the two shareware surveys. The document as a whole does not necessarily reflect the individual opinions of the participants, neither does it necessarily represent the views of most shareware users and successful authors in general. Survey responses in the document do not always coincide with the author's personal position on certain issues. The author of this document should NOT be considered available for free one-on-one advice about how to successfully develop shareware. Although general questions about shareware are encouraged, they might be answered in a future edition of this document, rather than being answered individually. 3. Preface ------- As a programmer, I was trying to figure out the best way to market my programs with the very little up-front capital resources that I had. After seeing many programs distributed as "shareware", and hearing about success stories, I decided to give it a try myself. Unfortunately, it turns out that I didn't receive as many registrations as I had anticipated or hoped for. In order to learn how to better market my programs, I read and participated in forums related to shareware on various nets, such as Fidonet, RIME, Ilink, Usenet, etc... The good news was that I found tons of information. I learned about effective distribution channels, registration incentives, how to support customers, how to recruit beta testers, etc... The bad news, however, was also that there was a ton of information on the net. Users often disagreed on the essential components of what makes shareware work. Here's a sample of the kind of ideas I would find on the net (these aren't actual quotes): "Shareware authors are greedy! How can they charge more than $15 and expect anyone to register. If I wrote programs, I'd make them free." "With free upgrades, personal support, professional interface, and printed manual, I find that this $30 program is a bargain." "Huh? All I get for paying mucho $$$$ is a key with my name on it?!?" "If an evaluation copy is not 100% identical to the registered version, then I just press DEL *.*, and I tell everyone not to use it." "I don't mind mild crippling, but I absolutely can't stand programs that require you to press a random key at the beginning." "Random keys are fine in the opening screen, but NOT upon exit!" "Shareware doesn't work. According to statistics, 0.017% of users register if the author's lucky." "Shareware works for me. I estimate that 80% or more of those who use my program register." "CD-ROMS account for a number of my registrations." "CD-ROMS are outdated & have bugs, and lower your registration rate." "If I can't talk to the author on the phone, it's a no sale. And I speak for the average shareware user." "If I need to contact the author, it means that the documentation isn't clear. So I look for other programs instead." "I only register programs that offer free lifetime upgrades! Everybody I know feels the same way." "The last programs I registered which offered free lifetime upgrades were discontinued or renamed." "Shareware is just a hobby. You can't make any money out of it." "I quit my job to take care of my booming shareware business." "If your program is good, then everyone will register." "It's been 2 years, and I got only 3 regs for my super duper program." "Any program with a delay longer than 10 seconds is banned from my BBS, and I'm sure all other sysops agree with me." "If the 60 second delay appeared only once during the game, I wouldn't mind, but since it came many times, I deleted it (I completed the whole game first)." "A program with ANY delay is immediately dumped. There are always other programs I can evaluate instead. Authors should know better." This confusing information was enough to make my head spin in an infinite loop. To make it even worse some users seemed to speak with authority on behalf of all users, and some authors spoke for all authors. Also, some users spoke for authors, and vice-versa. So, in order to benefit from all the wisdom available on the net, I felt that it was definitely necessary to sort these views, and find out which ones translated into more registrations for the authors. So, I conducted two surveys, directed at people who should know. One survey was aimed at users who have registered shareware programs, to find out exactly what motivated them to send a payment, what might prevent them from doing so, how much they were willing to pay, how they paid, and how long they evaluated the programs before they paid. The other survey was aimed at successful authors -- the ones who's programs you will no doubt recognize, as they are on many people's top ten lists. I set out to find out how they got their programs "out there", what made their programs stand out, how long it took before they became successful, the profiles of those who registered their programs, etc... Most of the information in this document is based on the answers from those two surveys. Other bits of information come from discussions which continued after the survey, and also from previous discussions on the net. There were over 100 participants in the user survey, and 13 participants in the successful author survey. The purpose of this document is not to give advice on how to create successful shareware programs, as there are already several other documents which address that issue (see SUGGESTED READINGS). Instead, this is a survey analysis, which explores what motivates people to register, and what authors have done to become successful in marketing shareware programs. Although there is some harmony in what the survey participants have said, there are also points on which users, and authors amongst themselves don't seem to agree. So it's up to the reader to decide what to make of this information. 4. What exactly is shareware? -------------------------- The term "shareware" refers to a method of marketing software, on a "try before you buy" basis. Potential customers often obtain shareware programs from BBSes, FTP sites, disk vendors, CD-ROMs, friends, and other similar sources, usually free, or for a nominal service fee. Users are allowed to evaluate shareware programs for a certain amount of time. If a user decides not to continue using a shareware program, then s/he can simply pass it on to a friend, or erase it, with no obligation to the author. If the user decides to continue using it, then s/he is required to pay a "registration" fee to the author of the program. It is easy for a user to evaluate a program indefinitely, and never get around to paying the author. So shareware authors often offer various incentives in order to encourage users to register. These incentives include goodies such as free upgrades, printed manuals, extra features, source code, technical support, removal of reminder screens and discounts. Programmers often find it advantageous to market their software as shareware, because distribution is generally cost effective, and relatively painless. It is not necessary for the shareware author to buy expensive ads, or to package the software in fancy boxes, or to sign contracts with distributors. Because of this, shareware programs are often less expensive then retail counterparts. Since distribution is not so difficult, shareware programs are written not only by software companies, and professional programmers, but also by hobbyists with various skill levels. 5. Shareware not GNU ----------------- These programs are distributed as free software. Although they are copyrighted, users are given the right to give, sell, modify, and/or redistribute the software. Source code must also be made available to users. In other words, the rights of the author are shared by others. Someone reading the above description may well think that it refers to shareware. But instead, it refers to GNU (which stands for "GNU not UNIX"). Although users may easily confuse it with shareware, it's a whole different ball game. As an author, it's important to make the distinction. If you release your program as GNU, then you might not be able to change it to shareware later on. The ideas in this document are specifically geared towards shareware not GNU. 6. Shareware not Public Domain --------------------------- When an author gives up all rights to a program, it is considered Public Domain. This means that others are free to do as they please with the program, and there is no obligation to compensate the author in any way. In order for a program to be public domain, the author must specifically state so in the program. Doing so excludes copyright protection. Although public domain programs are often distributed along side with shareware, and sometimes even confused with shareware/freeware, they are very different. The ideas in this document do not pertain to public domain programs. 7. Shareware and Freeware similarities ----------------------------------- Technically, freeware is a term which was trademarked by Andrew Fluegelman, a pioneer of the shareware concept. Today, it is often used in reference to copyrighted programs for which the author does not require payment from all users. Bannerware, which is software used to advertise another product, can also be included in this category. Freeware is closely related to shareware, therefore, this document should also be useful to freeware authors. 8. Does shareware really work? --------------------------- Beyond the shadow of a doubt, the answer is definitely and clearly "it depends". First it depends on what the author defines as shareware success. Some authors may be satisfied to know that their programs are out there, on perhaps thousands of BBSes world-wide, which may possibly lead to a job offer. Others may be happy if they get enough money to buy extra peripherals for their computer. For others, success means earning a substantial full-time income from shareware. Secondly, success depends on what goes into the program. Quality, usefulness, positive attitude, experience, patience, wide distribution, keeping up with the competition, good incentives, and knowledge of the target audience, are all variables which affect the prognosis of a shareware author's success. With the right ingredients and circumstances, shareware does work. As an example, Robert Jung (ARJ) said about his shareware: "It provides a more than adequate full time income." Marshall Dudley (DOORWAY) said: "In 1992 we had about 2500 registrations for a total of about $100,000." Frisk (F-PROT) said: "the program has been licensed for use on somewhere between 1 and 2 million machines....and almost all of them pay the annual renewal fee each year". 9. How long does it take? ---------------------- Releasing a program as shareware is easy, but making any money is the not so easy part. Just like any other business, success with shareware usually doesn't happen overnight. So before buying a programming book, and taking the weekend off to write software, consider the amount of time and work that is necessary before reaching success in marketing shareware. It took Frisk (F-PROT) 16 major version releases, and an additional 12 minor ones, over a period of about two years before he reached a comfortable level of success. It took Marshall Dudley (DOORWAY) 3 years and around 13 releases, and thousands of hours before being able to quit his engineering job to support his shareware programs. It took Robert Jung (ARJ) around 8 months and several version releases before becoming successful with his program. Programmers considering shareware sometimes want to know how long it might take before they receive their first registration. Successful authors generally reported getting their first payment within a few weeks. For some, it was a month or so. An author should start wondering, if a year passes and the first check hasn't come in. 10. Why do programmers create shareware? ------------------------------------ People are sometimes curious, and want to know what motivates authors to create shareware programs. Here's what several successful authors responded when asked about it: "I had already created the program for my own use and decided to make it into shareware as an experiment. I could use the money too ." Tony Caine (2COL/JETCOL) "Wrote for my own use, was impressed with PC-Write, decided to try shareware. (I had written lots of commercial software, but wanted more control.)" Mark Harris (Ample Notice) "My son who was 13 at the time wanted to put a BASIC game he wrote on his BBS. He asked me to write the com routines into BASIC, but I wrote a shell to do the redirection instead. Thus DOORWAY was born." Marshall Dudley (DOORWAY) 11. How do authors get their programs "out there"? ---------------------------------------------- One of the objectives of shareware authors is to get their programs out there to as many people as possible. One way to do it might be to mail out thousands of disks to distributors and potential customers. This can be expensive and time consuming. Another option is to know which key sites will maximize further distribution. For instance, sending your program to a site such as SDN (Shareware Distribution Network) might be the equivalent of sending the program to thousands of BBSes around the world. When asked how they originally got their programs out there, successful authors responded as follows: "I originally uploaded to GENIE, Delphi, and some local BBSes. I also mailed to a few major vendors. I also started using SDN fairly early." Tony Caine (2COL/JETCOL) "We used key sites. We use fewer and fewer sites as user uploads do most of the distribution for us. Also Mike Callahan did a bunch of uploads for us which made a big difference." Tom Rawson (4DOS) "I upload it to BBS. Now I have my own distribution network, and I upload it to SDN, EXEC-PC, Channel-1 and CIS." Winfred Hu (Telemate) "Upload to CompuServe (after a couple of years, to GEnie)." Bob Berry (CompuShow) "Ad in PC Magazine, submission to PC-SIG, reviews" Mark Harris (Ample Notice) "Ftp upload to selected sites, distribution over Internet, mass mailings to shareware distributors." Frisk (F-PROT) 12. Where do users find shareware programs? --------------------------------------- 12.1 BBSes A BBS (Bulletin Board System) is an online system that users can log onto with their modems by dialing a certain number. The majority of survey participants indicated that BBSes were for them a primary source for obtaining shareware programs. A sizeable number of computer users around the world have access to BBSes which are local to them. Successful authors such as Tom Rawson (4DOS), Robert Jung (ARJ), and others, mentioned BBSes as the distribution channel which accounts for most registrations for them. 12.2 FTP sites An FTP (File Transfer Protocol) site is in a way similar to a BBS, since it is a system which carries many files for people to download. It is accessible to a large number of users around the world who have an Internet account. Those who have access to the Internet include university faculty and students, researchers, government agencies, corporations, and a rapidly growing number of users from the public at large. A good number of survey participants indicated that FTP sites were for them a primary source for downloading shareware. A number of BBSes also rely on FTP sites as a source for obtaining up to date files for users. For successful authors such as Frisk (F-PROT), and Hector Santos (Silver Xpress), distribution on FTP sites represents a major source of registrations. 12.3 Online Services Commercial online services such as Compuserve, BIX, AOL, etc... also represent an important source of shareware for many users, resulting in registrations for authors. In fact, Compuserve has a registration service which makes it easier, and more likely for a number of users to register. 12.4 Other Other sources users mentioned for obtaining shareware included disk vendors, CD-ROMs, rack vendors at the store, friends, file distribution networks, file requests on Fidonet, and cover disks. 12.5 Interdependency Shareware distribution channels are very interdependent. For instance, a user may get a shareware program from a friend who download it from a BBS. In turn, the file may have been on a CD-ROM that the BBS was carrying. This CD-ROM could have been from a disk vendor, or an FTP site collection. As an example of interdependency, when asked which distribution channel accounts for most of his registrations, Marshall Dudley (DOORWAY) said: "BBS's mainly, CD ROMS to a lesser extent. Often it is both since DOORWAY is on many CD ROMS that BBS's put on-line." Unfortunately, some authors who might not be aware of this, choose to restrict their programs from certain major distribution channels. Some feel that these restrictions are beneficial to the author, while others feel the contrary. This is often a hot topic of debate on various forums, with endless arguments on both sides of the issue. My personal opinion is that blanket restrictions against certain shareware distributors will greatly reduce the propagation of your software (which may, however, be desirable if you are trying to abandon your shareware audience while going fully retail). 13. Publicity --------- 13.1 Standing Out There are zillions of shareware programs out there. A user might never have the time to sort through all of them to find your program. So, in addition to being widely available, your program must also be noticed by others. In order for a program to receive some attention (of the positive kind), it first needs to be very useful, and of high quality. It needs to stand out above the crowd. Once those two ingredients are present, then your program is eligible for other forms of publicity. Here's what made some successful programs stand out: "I have tried to approach the design from the users point of view. I have a demo/tutorial which makes it very easy for the first time user to be comfortable. I do a lot of publicity on FIDO. I have basically concentrated on making one good program rather than a bunch of mediocre ones." Tony Caine (2COL/JETCOL) "Continual improvement, good value for the money." Bob Berry (CompuShow) "More features and quality programming." Robert Jung (ARJ) "LQ - it was a very early entry (1985) AN - more features, yet easy to use at basic level." Mark Harris (Ample Notice) "We are just plain better - detect more viruses, disinfect more, identify more accurately, and offer better generic detection than the commercial competition." Frisk (F-PROT) "Right now it is the only program to change a normal program into a door. For remote access, it is shareware so they can try before they buy, it is a lot less expensive, works on more systems (with Desqview for instance) than the competitors, and has a different mix of features." Marshall Dudley (DOORWAY) 13.2 Word Of Mouth Here's how word of mouth might work. A user downloads a program, and finds that it's the best thing since sliced bread. So, this user enthusiastically posts a message on a forum like Fidonet's shareware echo acclaiming the program's merits. Then half a dozen sysops ask things like "Is it on SDN?", "Which node can I FREQ it from?", "What's the magic name?", "Was it hatched on Utilnet?", "Will it be coming down the filebone?", which means in simple talk: "where can I get a copy". When those sysops find that the program is as awesome as described, they make it available to all their users for download, who in turn recommend it to friends, and upload it elsewhere, and swap it at user group meetings. Publicity seems to come easier as the popularity of a program gains momentum. 13.3 Online Forums Another way for your program to get noticed is to participate in international online forums. However, be 100 percent sure that the particular forum rules allow you to announce and support your program, before starting. Any author serious about publicity should definitely have access to networks which have online discussion forums, such as Fidonet, Usenet, I-link, etc... An Internet e-mail address is also a must. For instance all of the successful authors I surveyed are reachable through Internet e-mail. 13.4 Quotes Here's how and why some successful authors started getting publicity: "Online conference discussion, word of mouth." Winfred Hu (Telemate) "Word of mouth, magazine reviews, on-line forums, Shareware of the month club." "I met an editor of COMPUTE in a Genie forum." Tony Caine (2COL/JETCOL) "Boardwatch and BBS Callers found us. We sent a review copy to PC Sources (and about 200 other magazines which did not review it)." "We have had a couple of good reviews in Boardwatch, BBS Callers Digest, and in PC Sources. We tend to see a surge in sales after a review for maybe 60 days." Marshall Dudley (DOORWAY) "Our first games, the Commander Keen series, got some press for being the smoothest, Nintendo-like games for the PC. It wasn't until the ground-breaking Wolfenstein 3D was released that the press really looked up and noticed who we were. Now the press corp. took a great interest in our current and future projects." Jay Wilbur (Commander Keen) "Mike Callahan found BOXER on Channel 1 and just about fell off his chair, from the way he told it. I take no credit for using this as a pre-conceived plan, but I believe BOXER got a big boost early on due to its maturity upon first release. I had worked on it for 5 years before release, and field-tested it with several engineers, before having any aspirations of commercial release. So when the public first saw BOXER, it was more market-ready than some products which tend to mature in the public eye." David Hamel (BOXER) "Sent press releases. Made contacts" Andrea Santos (Silver Xpress) 13.5 Negative Publicity Word of mouth can also work against the author. For instance, let's say that an author distributes a program called make.floppy.cd, which has an opening screen which reads like this: "Hey! My name is Jim Newbie. Last year my computer was possessed, so I created this neat program that can make your 360K floppy drive read CD-ROMs. It can also backup your hard drive onto 1 floppy disk. Send $10 to get an uncrippled version of the program! If you just want to get royalties for distributing this program, then send me your address." Unfortunately, many users fall for these kinds of pranks. Programs like these result in countless peeved sysops, and endless user threads warning people to stay away from it. And of course, future products released by this author, even if they're really good, might be ignored. Buggy, virus infected, severely annoying, and overhyped programs that have been widely distributed tend to get a similar treatment. Once a shareware program is out, there's no calling it back. So it might be a good idea for authors to thoroughly self-examine their programs before mass-mailing it to the four corners of the earth. 14. Beta testing ------------ After spending countless hours adding every last feature that comes to mind, and ironing out every last known bug, it's not abnormal for the author to feel confident, and even fall in love with his/her own handiwork, while daydreaming of overflowing mail boxes, and fancy vacations to come. But it's also necessary to get a reality check in the form of beta testing. Beta testing is when you have other people try your fantastic program before you officially release it. These people will help you find bugs that you would never find on your own. They will also encourage you to improve the design of your program. If your program isn't that great after all, then candid beta testers will certainly let you know. If beta testers are enthusiastic about your program, then they may be very helpful in distributing it. When asked how they originally recruited beta testers, here is what the following successful authors said: "Basically we would keep a beta version posted on the home board. Anyone who wanted to test it that was a registered user could do so." Marshall Dudley (DOORWAY) "If a user is active in the conference, ask him. Also ask those who frequently encounter problems, they are more likely to catch strange bugs." Winfred Hu (Telemate) "Contacted Pittsburgh area sysops and users and contacted others around the country." Andrea Santos (Silver Xpress) 15. What motivates people to register? ---------------------------------- 15.1 Usefulness A program may come with the best support, most affordable price, highest quality, and greatest features. But in order for people to part themselves from their hard earned cash to register, it must be a real necessity. Useful programs are the ones which make life much easier, more profitable, more efficient, or more enjoyable in some way for the user. It must fill a need, or create one. Users are more likely to register programs they use on a regular basis. Programs that are used extensively for a limited time, such as games, also get registered, provided the right incentives are offered. 15.2 High Quality Shareware users are more inclined to register programs that are of high quality. Users describe high quality programs with characteristics such as excellent, fantastic, professional, serious, solid, bug free, name brand quality, better than 'commercial', fast, small file size, well thought out, well written, powerful, does what it's supposed to do and does it well. High quality, just like usefulness, ranks as one of most common motivating factors for registration. When asked about the key factors which motivate users to register, David Hamel (BOXER) says: "I think I've been helped by a 'bowl them over with quality' approach. Give them something so good they say 'Whoa, this guy deserves the money!'" 15.3 Shareware Concept A good number of user survey participants mentioned in different words that they were motivated to register because they understand, appreciate, and want to support the shareware concept. They register not because of what they will get when they send a payment (although some appreciate the extra goodies), but because the program that they tested was good and useful to them. They feel an obligation to register. They tend to appreciate the author's efforts, and feel that the author deserves to be compensated. Some of the users in this category are shareware authors themselves, so they understand all too well the importance of registering the shareware programs they use. They know that when they pay, it will encourage the author to release upgrades and new programs, while adding more support (hint, hint:-). 15.4 Good Price Users are motivated to pay when they feel that the registration price is reasonable. The price is reasonable to a user when s/he feels that the program is worth the amount that is asked for, or in other words, the program has a good cost/value ratio. Some users feel that shareware programs should be less expensive than equivalent programs marketed through retail channels. Some also appreciate programs that are priced competitively compared to other shareware programs. Sometimes users figure in the price of future upgrades, and bank transactions, as part of the cost. Special deals, discounts, and limited time offers also encourage some users to register. 15.5 Support A number of users are motivated to register because of the availability of technical assistance. It can be offered by phone, FAX, e-mail, postal mail, BBS, online support forums, regional agents, and other communication channels. Support can also mean printed documentation, online registration, frequent upgrades, and publicity. It seems like the more support better. Eric Isaacson (A86) says: "My main incentives are customer support, printed manuals, and (for ZIPKEY), the latest data." Some support should be extended to unregistered users also, as it often results in sales. But as an author, you should carefully plan the extent of your support. Otherwise, you may receive collect calls in the wee hours of the night from unregistered users who want you to show them how to do their school homework using your program. They'll show their gratitude by volunteering to be a beta tester (anticipating a free registration). An author who offers limited support might have happier customers than one who promises more support than s/he can really provide. 15.6 Full Functionality A number of users are more motivated to pay when they have a chance to give the program a full test drive. This is possible when the evaluation copy is in complete working order. If a certain feature is missing, it may be hard for them to tell if it will work the way they expect it to. Some users want to pay for what they have, and nothing fancier. They simply want it to be "what you see is what you get". When asked what motivates his users to send a payment, Frisk (F-PROT) said: "We offer no manual, limited phone support, no nag screen...there is no 'registered version' of the program. Our package is just better than most of the commercial products...that's all." 15.7 User Friendliness A program that is powerful, bug-free, and very useful, will not necessarily get registered if users have a difficult time figuring out how to use it. Users prefer an intelligently designed interface, which makes proper use of menus, visual aid, familiar editing keys, EMS/XMS, and the mouse when necessary. Helpful error messages should be present when users make mistakes. The author should not assume that all users will make heavy use of the manual. Users expect programs to come with a good online help system that can be activated by familiar keys. Also, not all users are patient with programs that have trouble with self-installation. The installation options should be well thought out, and compatible with many of the various operating environments people are using. 15.8 Good Documentation Users describe a good documentation with characteristics such as complete, concise, clear, friendly, easy to understand, easily accessible, properly formatted, containing enough examples, and having answers to potential problems. A good documentation also has a clear explanation of what the program does, and information on how the user can register or reach the author. Documentation in windows format is fine, but the essentials should also be available in a plain text file. Extra time spent on improving the documentation might well relieve the author of much technical support time after the program is released. 15.9 Positive Attitude Some people are motivated to register when they find that the author is a nice and friendly person who is eager to help. Some users gave examples of how certain authors have gone out of their way to accommodate them. When this happens, an unexpected sale is sometimes made. An ounce of good will can go a long way. News of an author's positive attitude sometimes travels on the net. 15.10 Easy Payment Users are more inclined to pay when the registration procedure is effortless. This requires the presence of a registration form that is easy to print and fill out. Or, even easier for some, is the ability to call a toll-free number and simply give a credit card number. For others, registration through a BBS door, or through Compuserve's GO SWREG is the easiest. Users in a different country than the author are more likely to pay if they can do it by credit card or with their own currency at little or no surcharge. When asked which incentives most people responded to, Dan Parsons (ROBOMAIL) replied: "Good software at a reasonable price. Also, the ability to register quickly online." 15.11 Other Some users were also motivated to register because of free upgrades, extra features, nag screens, printed manuals, and limited time offers. 16. Incentives used by authors -------------------------- In the user survey, in addition to asking what motivated them to register, I also asked users what incentives were used by the authors of the programs they registered. Interestingly, aside from quality and usefulness, the top reason users mentioned for being motivated to register had something to do with an understanding of the shareware concept, and doing the right thing. Extra features, free upgrades, and printed manuals were relatively low on this list. Whereas, when asked which incentives were used by the authors of the programs they registered, users mentioned extra (or enabled) features the most, followed by free upgrades, and printed manuals. One possibility is that authors who offer extra features, free upgrades or printed manuals, are wasting their efforts by doing so, and users register in spite of the incentives, not because of them. Another possibility is that extra goodies do play a role in motivating users to register after all. 16.1 Extra Features etc... This category is a bit broad. It includes extra features, reserved features, extra utilities, extra episodes, and other extras. A number of authors offer extras to those who register. However, this seems to be a touchy issue. Some users register when the author promises enough extra features for the registered version to be more useful and powerful than the evaluation copy, while others seem to be offended by those same promises. Another group seems to be willing to register either way. When asked about which incentives most customers were responsive to, the following successful authors said: "Give them an Episode 1 which is of such high quality that they MUST have E2&3." Jay Wilbur (Commander Keen) "Reserved features." Bob Berry (CompuShow) 16.2 Free upgrades Free upgrades come in several forms. An author may offer one free upgrade, free maintenance upgrades until the next major release, free upgrades for a period of time, or free lifetime upgrades. The way the free lifetime registration sometimes works, is that the user is given a key that will register all future versions. But it's up to the user to download the new version. Other authors do not offer a free upgrade, but a discount on upgrades. Even if there's no free upgrade, some users appreciate an upgrade notice at the very least. 16.2.1 To charge or not to charge for upgrades People sometimes debate over whether or not authors should charge for upgrades. So, I've asked successful authors whether they get most of their sales from first time registrations, or from upgrades. Winfred Hu (TELEMATE) responded: "First time registration. (Our upgrades are free as an incentive.)" Andrea Santos (Silver Xpress) said that they received sales from both first time registrations, and upgrades. And Frisk (F-PROT) said: "Because of the constant need for upgrades, we charge an annual license fee. We have around 99% renewal rate, but keep getting new customers too, of course." So, it's up to the author to decide whether or not to charge for upgrades. Free lifetime upgrades do seem to entice a number of users to register. However, before making any promises, authors must carefully plan ahead of time how they will implement these upgrades. Authors should have a clear idea how much it will cost to provide upgrades, whether to send disks or ask users to download the latest version, whether most of their customers have access to a modem, whether you'll charge a small fee if the customer wants it on disk, whether the printed manual is also free, whether support will always be free, how often new upgrades will be released, how to implement registration keys in the program, whether users might be willing to pay for upgrades, and more. A number of authors seem do a fine job providing free lifetime upgrades, however, others have had to end their promise. Sometimes the author sells the rights to a company who decides not to continue the free upgrades. Or, the author might redo a few things, give the program a new name, and continue charging. This may upset users. 16.3 Printed Manual A number of authors offer printed manuals to those who register. Sometimes the manuals are bound, which seems to be a bigger incentive. 16.4 Nag Screens It seems as if no two users (or even authors) agree on how nag screens should be implemented, except that they should not be overdone (if present at all). Users seem to respond better to nag screens that serve as a reminder to register, rather than a cruel punishment for not doing so. Some prefer nag screens at the beginning, while others prefer them at the end, and yet others tolerate them at both ends. There is much less tolerance (although not total lack of) for nag screens that appear during the course of a program. Annoyance with nag screens causes a number of users to erase the program as they burst into flames, whereas for others, looking forward to removing the irritating screen is precisely what motivates them to register. In one word, when it comes to nag screens, you just can't satisfy everybody at the same time. Deciding how to implement nag screens (or whether to implement them) can be an agonizing task. Nag screens when done the right way, do seem to work. When asked about how nag screens (and reserved features) affect the number of people who register, here's what several successful authors had to say: "If I didn't have nag screens and reserved features I would be getting 1/3 the registrations I get now." Tony Caine (2COL/JETCOL) "We find it affects registrations very positively. We often get people calling saying they have never registered a product before, but they have to get around the 10 minute time limit. Compare our 80-90% registration rate to the industry average." Marshall Dudley (DOORWAY) "For large software or highly competitive program, reserving features tend to be negative. Minimum nag screen or a annoying flashing label show to be positive. Frequent nag screen is negative." Winfred Hu (Telemate) BTW, I would be inclined to add a nag screen with a 15 second delay on this shareware product, but since it's all text, you get off easy. But in case it's not beyond your tolerance level, please take a 15 second break anyway, and read the top ten reasons why you should register this product, found in the TOPTEN.TXT file :-). 16.5 Other Other incentives that were mentioned included source code, expiration, random keys, delays, and price specials. 17. Reasons people give for not registering --------------------------------------- All too often, shareware authors complain that they receive few registrations, if any. Assuming that your program serves a useful purpose, and is well distributed, here are some reasons why people might not be sending a payment: 17.1 Unreasonable Price The number one reason people give for not registering certain shareware programs which they otherwise like is unreasonable prices. Often times, users compare prices with other shareware or retail software. Some users have a price limit for which they are willing to pay for shareware. Some of them believe that shareware should cost less than retail alternatives. Some users are opposed to constant additional charges for minor upgrades. Also the lack of an upgrade policy altogether can cause a user to hesitate to register. 17.2 Crippleware Crippleware is another popular reason people give for not registering. Users often have a low toleration level for programs they consider to be crippled. If a program has a high price, then a number of users will not send a payment, whereas if a program is deemed crippled, then not only does it prevent some users from registering, but it also causes fumes to come out of their ears, as they anxiously erase the program. Sometimes they actively encourage others not to use it. A program is considered "crippled" when features that are essential for it to operate properly are disabled until the user registers. Many users make a distinction between crippleware, and shareware programs which offer additional features, as long as these features are not necessary for a full evaluation of the program. If this definition seems a bit fuzzy, that's because it is. What may seem like a fully functional program to one person may well seem like crippleware to someone else. But what is for sure, is that the term "crippleware" seems to have a negative connotation. There are several reasons why people do not register crippleware. Crippling tends to substantially reduce the usefulness of a program, and users are not inclined to pay for something that is not useful to them. They are not willing to count on all the useful functions that come upon registration. Some fear that the touted features might not be delivered. Sometimes the very feature that is crippled is the one that the user needs to evaluate before making the decision to purchase the program. Some users see crippleware as a sign of ill will from the author. A number of users are against any form of crippleware, while a others are against *excessive* forms of crippling. Tony Caine's (2COL/JETCOL) advice is: "Major features should not be held back but you can hold back some little ones." There is a dilemma in deciding what is and what isn't crippleware. If the extra features that are promised upon registration are too trivial, then it might not be a worthwhile incentive. On the other hand, if the extra features (or disabled ones) turn out to be useful, then the program is bound to be viewed by some as crippleware. Marshall Dudley's (DOORWAY) advice is "You don't want to withhold a feature that the customer may doubt will work. You don't want to hack him off." 17.3 Nagware The number of people who do not like nagware is approximately the same as for those who don't like crippleware. However, for many people, it's excessive forms of nagging that presents the problem. A number of users tolerate one nag screen. Some prefer it at the beginning while others prefer it at the end. Some will tolerate up to two nag screens. Nag techniques that users particularly don't like are frequent registration reminders that pop up randomly at inconvenient times, programs that require the user to type in a code before continuing, annoying whistles and sirens (especially for those who use the program in an office setting or late at night), and long delays (for which users have varying tolerance levels). Users sometimes cannot put up with excessive nags during the 2 or 3 weeks it might take for the author to send the nag-free registered version. 17.4 Payment Difficulties A number of users have not registered certain programs because they had difficulties sending a payment to the author. A common obstacle is currency exchange. For instance, a user in New Zealand might have trouble making a payment in US dollars, because bank transactions to convert money can cost quite a bit. This can be overcome when the author accepts credit cards. However, many authors accept only checks drawn in US dollars, or some other currency. Another problem is inadequate or absent registration forms. It is not convenient for the user to have to manually copy the registration information off of the screen. Often the presence of a simple REGISTER.TXT file will suffice. Some programs which print the registration form hang the whole computer when the printer is not ready. This also deters users. 17.5 Expireware Several users have dropped certain programs because these programs expired before giving a chance to be fully evaluated. Some users download a program, run it a few times, and then store it for latter use. When they find a use for the program a few months latter, they find that the program refuses to run until the user sends a payment. Users tend to simply remove the program when this happens. Users also express discontent when such "incentive" is not explained in the documentation. Users are concerned that there might be hidden files, or that DOS/windows configuration or executable files might have been tampered with, or that unrelated files might get damaged. Programs that self-destruct might be taken by the user as a punishment rather than an incentive to register. 17.6 Bad Attitude Believe it or not, some users simply don't like the author's attitude, and don't register because of it. A user may have a negative impression of the author based on what is written in the documentation. Some authors come across as being paranoid, arrogant, greedy, condescending, or offensive in some other way. Sometimes, users feel that the author assumes that they are untrustworthy and dishonest. This tends to be reflected in certain nagware/crippleware programs. Sometimes the bad impression comes from a sour e-mail or phone exchange with the author. Sometimes these feelings are based on the comments of disgruntled users who post messages publicly on the net. 17.7 Inferior Quality Sometimes users don't register certain programs because the software is not well implemented, even though the program might be a neat idea. Users mention annoying glitches and oversights, and obvious bugs as deterrents from registration. Programs that hang the computer for simple user mistakes are frowned upon. The problem is worse when the author does not respond to queries concerning possible bug fixes. Excessive disk space used by programs have also deterred people from using them. Users find that bad or missing documentation is also a serious dis-incentive to register. 17.8 Lack Of Money It shouldn't be a great surprise that some people don't register simply because they don't have enough money. Some users have a tight budget which permits them to register only one or two programs at a time. Others mentioned being currently unemployed, or simply not having enough cash flow. Some of them have a long memory, and intend to pay whenever they are capable. 17.9 Disappearing Authors A number of users have not registered certain programs because they could not reach the author. Sometimes the program is very old, or the author has simply dropped support. Sometimes users send a check anyway, but it comes back marked unforwardable. Other times the author cashes the check but doesn't send what is promised to the user, and can't be reached afterwards. Some authors don't respond to e-mail. Others simply don't even have an e-mail address, making it difficult for users to reach them. Sometimes a user can't log on to the support BBS, or the BBS software is not very user friendly. Some users may read about an author's poor track record from the net, and decide not to register. 17.10 Forgetfulness Some users mention that in all honesty if a program is fully functional, or has too few reminders, then it is easy for them to forget to register. Others simply feel lazy about filling out a form, preparing a check and mailing it. Sometimes, users procrastinate until the program outlives it's usefulness. These users often have good intentions, but simply don't follow through on them. Nag-free/cripple- free programs, with no alluring incentives fall prey to these users. In this regard, Marshall Dudley (DOORWAY) says concerning some shareware authors: "Many give away the farm, offering no real incentive to registration", and Tony Caine (2COL/JETCOL) says: "Some authors are too wimpy about asking for registrations and they don't use strong enough incentives. And they don't know how to ask. You need to gear your incentives and begging to your market and your type of program. There is no one answer." 17.11 No Problem Some users have not encountered any problems yet which would prevent them from registering shareware programs that they found useful. If they have to have a program that they like, then they do whatever it takes to register it. 17.12 Other It should be noted that the shareware user survey was targeted at users who have registered programs in the past. However, there are no doubt many other users who do not register for various reasons not listed above. If asked, others might say things like: "Oh, I already bought a copy at the store", "It came built-in to my computer", "My friend installed it for me and took care of everything", "The author won't miss my dime", "I'd go broke if I registered everything on my computer", "It's not like I *have* to pay or anything, is it?", "Nobody else registers, so why should I?", "Registration?? What's a registration?" I've asked successful authors what they found to be lacking in other shareware programs. Here's what some of them said: "Support, quality of program and documentation." Robert Jung (ARJ) "Testing (or lack of it)...people are not going to register buggy programs." Frisk (F-PROT) "Many don't provide for a real need or have picked an area where there is a lot of competition. Some have a nice program, but the docs are pretty miserable. Many give away the farm, offering no real incentive to registration. Some write in a poor choice of programming languages (ie. BASIC) thus getting a program which is unreliable and unstable. Some people think that a utility that took 10 minutes to write is worth a registration fee. It should be freeware." Marshall Dudley (DOORWAY) 18. How much do people pay for shareware programs? ---------------------------------------------- In the survey, users indicated paying between $5 and $200 (US) for shareware programs. The price mentioned the most was $25. Some users paid a wide range of prices, such as $5-$80, or $10-$60. Some had a certain price limit beyond which they would look for alternative shareware or retail programs instead. Some users register many inexpensive programs, and think long & hard before paying for higher priced software. The price users pay depends on the type of program they are using, and the personal value it has to them. They pay less for small or single purpose utilities, and more for complex applications. Higher quality also adds a bit to the price people are willing to pay. Users who normally pay no more than a certain price for shareware sometimes make an exception, and pay quite a bit more for an unusually outstanding program. Users consider the price of shareware programs to be of great importance in their decision to register. In fact, unreasonable prices represents the number one reason given for not registering shareware programs that are otherwise fine. Users register programs with a good "cost/value" ratio. Other things which are part of the cost to the users of shareware programs include the price of upgrades, charges for obtaining the proper currency required by the author, and to some extent support. Users are more willing to pay for a program when it has a cost effective upgrading policy, when there is consideration for overseas currency, and when there are cost effective ways of reaching the author (for programs that depend on more support). The following is a graph showing how much people are willing to pay for shareware. Users were asked to give the average price they paid. Some gave a range instead of an average. So the graph represents a rough figure. Percentage of people 22 ³ ÜÜ 20 ³ ÛÛ 18 ³ ÜÜ ÛÛ ÛÛ 16 ³ ÛÛ ÛÛ ÛÛ 14 ³ ÛÛ ÛÛ ÛÛ 12 ³ ÛÛ ÛÛ ÛÛ ÜÜ 10 ³ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ 8 ³ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ ÜÜ 6 ³ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ 4 ³ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ 2 ³ ÜÜ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ ÛÛ ÜÜ ÛÛ ÀÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄÄ 10 15 20 25 30 35 40 45 50 60 How much people pay for shareware (US $) 19. How do successful authors price their programs? ---------------------------------------------- Successful shareware authors generally compare competing programs in order to set the right registration price. Authors want to set a good price. Beyond that, the precise amount might be determined by a gut feeling after a good meal. Andrea Santos (Silver Xpress) says: "Our pricing changes periodically and is dependent on what we feel is a fair market price, along with the prices of our competitors". The price should not be good only for the user; it should also be profitable for the author. Here's how Frisk (F-PROT) priced his program: "Significantly lower than my competitor's pricing, but still high enough for me to make a nice bit of money :-)". As mentioned before, some users have a limit on what they are willing to pay, no matter how good a shareware program is. In this regard, Winfred Hu (Telemate) advises: "Never go over US$50 and never under US$20. Check the price for a similar product and price around it". 20. Which methods of payment do people use? --------------------------------------- 20.1 Checks More than fifty percent of the surveyed users said they registered by check. Some of those who use checks also use credit cards, while others have strong feelings against it. Some users are cautious about giving out credit card numbers in general. Others do not trust giving out credit card information over the phone or by mail. Users have also pointed out the potential dangers of sending credit card numbers through open networks, since if mail travels through several systems before reaching its destination, it may be possible for lurkers to stick their noses into other people's e-mail. Some users are reluctant to give a credit card number to a foreign or unknown author with an unproven track record. Some users simply don't do plastic at all. 20.2 Credit Cards Although many people use both checks and credit cards, some use one or the other exclusively. A number of them have a strong preference for credit cards, especially because they're more convenient. For one, credit cards are much easier for making payments in foreign currencies, without the large extra cost which may be necessary for check and money order payments. Also users find that it's easy to do the transaction by phone or e-mail. Users also feel a sense of security. If there's some kind of problem, such as the author not delivering the product that is due, there may be a recourse. Another advantage is quick processing, unlike a check which may take some time to clear. There are also reputable services such as PsL (Public software Library) which handle registrations for many authors. For convenience, they can be reached by FAX, e-mail, postal mail, or by a toll free number. Some users are more likely to register if it just involves giving a credit card number, rather than going to the bank to prepare a money order or check in foreign currency. Most of the survey participants from outside of the USA register by credit card. 20.3 Online Some users find it very convenient to register online. Some authors have a support BBS, which users can log on to, and give their credit card number, and receive the registration code promptly. There is also a service on Compuserve called GO SWREG. Instead of having to pay up front, the amount is simply charged on the user's Compuserve bill. Some users are more likely to register because of that. 20.4 Cash Some users find it easiest to mail cash, especially to overseas authors, and for small utilities. Those who register by sending cash also use other methods to register when possible. 20.5 Money Orders A number of people register with a money order. A money order in USA funds can save the author time, money and trouble. Many of those who register by money order also register by check or credit card. 21. Overcoming problems with overseas currency ------------------------------------------- Successful authors usually receive many registrations from around the world, not just their home country. Without proper arrangements, processing an overseas payment may end up costing the author more than what the user paid to register. Therefore, prospective authors should give consideration to the global nature of their market. Here's how several successful authors handle international payments. "Accept all major credit cards. Then there is no problem with currency differences. Otherwise require a check drawn on a US bank, which most people can acquire by visiting their local bank. Customs only requires filling out the green stick on form. Tariffs and VAT are paid by customer and are not a concern." Marshall Dudley (DOORWAY) "I have a bank that will cash all foreign checks at no cost. I also have a credit card service. I send out a very light registration packet and charge no extra fees to foreign users." Tony Caine (2COL/JETCOL) "No problem with customs. We encourage credit card purchase for our overseas customers and we also have 5 overseas registration/support sites to handle registrations." Andrea Santos (Silver Xpress) "Many Europeans have Eurocard (Mastercard), or can get International money orders (eg. American Express) locally." Bob Berry (CompuShow) 22. Demographics ------------ More than 60% of the user survey participants were from the USA. The rest of them were from Canada, Europe, Australia/New Zealand, and South Africa. This coincides more or less with the registration demographics given by successful authors. For instance, Marshall Dudley (DOORWAY) says: "Most sales come from USA followed by Canada. Europe is next, followed by Australia then pacific rim and South Africa. Occasionally we see a registration from South America". Winfred Hu (Telemate) breaks it down as follows: "North America: 60% Europe: 30% Australia: 5%" This along with the data for several other authors clearly shows a significant portion of registrations coming from the USA. It not only holds true for shareware programs written in the USA, but also for programs written elsewhere. For instance Frisk (F-PROT) who comes from Iceland has the following figures: "US 70% Canada 10% Australia/New Zealand 10% Europe 10%". 23. What percentage of users register? ---------------------------------- Prospective authors often want to know what percentage of users register shareware. The answer is anything between 0% and 80% or more. Unfortunately for a number of authors, years have passed, while they have yet to receive one registration. This may be for any of a number of reasons, such as the ones discussed earlier. For those who do get more than 0% registrations, the percentage of users who register also depends on many factors, such as incentives, price, target audience, etc... The actual percentage of users who register is not always easy to assess. With all that said, several successful authors estimate that around 5 to 10 percent or so of those who use their programs register. Frisk (F-PROT) who estimates a 10 percent registration rate, has his program free for personal use. Most of his registrations come from institutions, and corporations, while virtually none come from personal users. Marshall Dudley (DOORWAY) has determined based on a survey, that 80% to 90% of those who use his programs have registered. 4/5 of his registered clients are sysops or corporate users, and the rest are home users. Other successful authors have a different combination of "target audience"/"registration rate". So as mentioned before the percentage of those who register really depends. Potential authors sometimes want to know if there's a correlation between the number of BBS downloads (or disk vendor sales) and the number of registrations for any given shareware program. Some programs get many downloads, and have a 0% registration rate. In this situation, there's probably no correlation at all. Some successful authors do suspect the existence of a correlation for their programs, but they find it tricky to measure. 24. Profiles of the shareware user ------------------------------ Here's a sample of the kind of people who register shareware programs: "About an even mix of individual and corporate users." Tom Rawson (4DOS) "Businesses of all sizes." Robert Jung (ARJ) "Home users." Winfred Hu (Telemate) "Most customers are individuals, although businesses, colleges, universities, government agencies, etc. are more concerned about registering ShareWare." Bob Berry (CompuShow) "For me, BBS and OnLine Service users are far and away the most frequent registrants. I think they represent about 75% of my customers now." David Hamel (BOXER) 25. How long does it take users to evaluate programs? ------------------------------------------------- Some people decide to register after an hour of evaluating a shareware program, while it may take others up to five years or an indefinite amount of time of using a program before they register. Some users evaluate programs within the 20 to 30 day limit given by some authors, while others find the time limit insufficient, so they use their own time frame instead. A number of users don't actively keep track of how many days they have used a program. Instead, they let the program gradually seep into their daily working habits. Once they find that the program is being used often, they register. There are several factors which determine the amount of time it takes people to evaluate a given program before sending a payment to the author. Since it takes time to master complex programs, the higher the learning curve a program has, the longer it may take for some users to evaluate it. Utilities which are used only once a week tend to require a much longer evaluation period than those that are used on a daily basis. Some users tend to register quicker when there are special limited time offers, such as price reductions for those who register before a given date. For a number of users, when they register depends on when they have enough money. Because of this, programs which cost more may take a longer time before they can afford to pay. It takes a while for some users to evaluate a particular program, as they search and compare other similar ones. Users do not always start evaluating programs right after obtaining them. Sometimes a user will download a program, and maybe play with it for a while, and then store it on the hard drive. Weeks or months later when a use for it arises, the user then reevaluates the program, and then decides whether to register. Programs that expire after a certain number of days, instead of number of uses tend to cause problems for these users. 26. Do most users contact the author before registering? ---------------------------------------------------- When asked if they usually contacted the author before registering, most survey participants simply said "no". Some users contact the author only if there is a bug that needs to be resolved. Others contact the author if they have trouble setting up the program. Even if the author is not contacted, a number of users feel more comfortable if they know how to reach the author when necessary. Some users already have an idea who the author is, sometimes because of their presence in support forums. Sometimes users take note of whether or not the author actually participates in the forum. Some users never contact the author because they've never had a bad experience before. A number of other users, however, do usually contact the author before registering. They want to check out the author or technical support staff to see if it's worth the trouble registering. Sometimes users check for upgrades, to see if they are using the latest version before registering. Some users have had a bad experience before, so they want to make sure the author's address is still valid, and also test the author's interest and support for the program. Many times it simply depends. Some users will check with the author when the program is fairly old, or if they haven't heard much about the program or author. Sometimes if the documentation that comes with the program is not very clear, then users might contact the author. Some users are more inclined to register if they have had a chance to chat with the author. Sometimes users contact the author to signal bug, or to make a suggestion, to see how the author responds. Some authors go out of their way to accommodate users, who in turn are impressed and then decide to register. 27. How do users contact authors? ----------------------------- I've asked successful authors which communication channels most customers use in order to reach them. Listed in the order starting from those most frequently mentioned were phone, e-mail, fax, postal mail, support conference, and support BBS. It should be mentioned that all author survey participants are reachable by Internet e-mail. Any author who is serious about shareware should definitely get an e-mail address, since it is generally fast and cost effective. Other systems such as Compuserve, AOL, Fidonet, BIX, etc... are also reachable by Internet e-mail. 28. Additional words of wisdom from successful authors -------------------------------------------------- "Find a niche, fill it well, and be sure there is some type of registration incentive." Marshall Dudley (DOORWAY) "Potential shareware authors should not expect to earn their living off shareware right away (or ever). They should look at shareware as a part-time hobby and whatever they take in is gravy. This prevents making bad judgements out of desperation. Don't spread yourself too thin. Have lots of patience. Be prepared to learn. Don't assume you know everything. Listen to your users and make adjustments in your approach based on what you hear. It takes creativity to stand out from others. If you can't take a creative approach you won't succeed. Above all, experiment and be prepared to make mistakes. Be prepared to get some people angry at you along the way. Try many different approaches and see what works." Tony Caine (2COL/JETCOL) "Don't waste your time on writing yet another small utility where dozens already exist - you have to be unique. " If you are going after some big market, consider competition from the big companies....they have resources you don't have, so to successfully compete against them, you must either move faster (big companies move slowly...a small, fast-moving mammal can outlive a huge dinosaur), and enter a fast-moving market (in my case anti-virus), or simply be first. "If you aim for a niche product, in a market too small for the big companies to be interested, shareware may not be the best approach, as a product few people are interested in may not be distributed widely. "The most successful shareware products are games and utilities." Frisk (F-PROT) "Get your program on as many BBSes and file distribution networks as possible. Recruit supporters to help also. People can't carry something that is not available. We have our own Distribution network, with almost 40 members here and overseas. We send our files to the SDS, RADIST, Compuserve, EXEC-PC and have others who forward them to the other Big BBSes and dump files on all local boards. "Get good and loyal beta testers. We have close to 50 worldwide who test and promote Silver Xpress. "If you are in this market for more than hobby purposes, advertising in a magazine such as Boardwatch or Shareware is extremely beneficial. This is quite expensive, but subscribers know this and make conclusions that the program must be good if you advertise in there. It is tough to make money strictly in the hobbyist market." Andrea Santos (Silver Xpress) 29. Shareware Forecast ------------------ From time to time on the net, unsatisfied users as well as authors say that shareware isn't what it used to be. They find that the golden age of shareware is over, and that success stories are a thing of the past. When asked if it's becoming more difficult for shareware authors to become successful, here's what several successful ones said: "Yes, considering: . commercial software price are dropping below the $150 mark (some even $100) . commercial software are filling the gaps that used to be filled by shareware . more sharewares are now available However, if you have a good shareware, you could become successful easier because we have . more modem users now . high speed modem is cheap so users can download larger files in less time and try out new programs Overall, it is more difficult to become successful." Winfred Hu (Telemate) "No, quite the contrary, I would say." Frisk (F-PROT) "There is a lot of competition out there. It is more difficult in that sense. But there are also a lot more people who have access to shareware and BBSs than there were a few years ago." Tony Caine (2COL/JETCOL) "I believe so, there are lots of people writing shareware now. However, the market is much bigger, so I think you will see more losers, and more really big winners as well. Where mediocre programs did fairly well before, now they will do badly, but the cream of the crop can reap really large rewards." Marshall Dudley (DOORWAY) "I don't think so, provided you have a program that addresses a need. The more people who have that need, the better your chances. As mentioned earlier, there are many off-line mail doors and readers on the market. Anyone who introduces another one at this point must have something that is leaps and bounds better than what is already out there, or must be addressing a platform for which the current products don't." Andrea Santos (Silver Xpress) 30. Survey digest ------------- * The #1 reason for not registering programs is unreasonable prices. * On average, users pay around $30 (US) per shareware program. * The most popular source for obtaining shareware is BBSes. * Few people contact the author before registration. * The overall preferred method of paying for shareware is by check. * Most overseas users register by credit card. * The first registration often comes within a few weeks of release. * It can take 8 months to several years before becoming successful. * Extra features are the most common registration incentives. * Usefulness & quality are the most common reasons users register. * 0% to 80% of users register shareware. It depends on the software. * It takes users a few hours to a few years to evaluate sw programs. * Most shareware registrations come from the US. (Please keep in mind that the above is based on the surveys. This information might not be universal). 31. The Person behind the Program ----------------------------- Shareware authors are often known only for their programs. For the high quality software they produce, you'd think that they are glued to the computer 24 hours a day. However, in reality many of them do more than just computers. Here's what a few of them said about themselves: "I'm learning to fly an airplane, I like all kinds of music, I have both a hardware and software background and I like to work with mechanical things (carpentry, wiring, fix the car, etc.), not just software. I like to bicycle but it's tough in Boston, where I swear the cars deliberately set out to kill the cyclists!" Tom Rawson (4DOS) "I am a born-again Christian who likes science fiction and action movies." Robert Jung (ARJ) "I have an interest in exploring the unknown. I enjoy caving, and last year was part of a scientific team investigating Crop Circles in England." Marshall Dudley (DOORWAY) "I have been to over 3000 of the 3140+ counties of the US. I prefer mid-60's oldies." Eric Isaacson (A86) "Me: My family. When I am not working I am at home with my loving wife, Billie Jo and my two boys (Josh: 3 yrs and Nick: 6 months) id: writing games, playing games, eating pizza, etc." Jay Wilbur (Commander Keen) APPENDIX -------- A. Distribution Channels --------------------- Before sending programs to major distribution channels, be sure that your program is of high quality. If you are not sure, then upload it to local BBSes first to see how people react. The following items represent only a sample of the different distribution channels. A.1 Disk Vendors Public (software) Library P.O. Box 35705 Houston, TX 77235-5705 PC-SIG (Shareware Magazine) 1030 D East Duane Avenue Sunnyvale, CA 94086 The Software Labs 100 Corporate Pointe, Suite 195 Culver City, CA 90230 Public Brand Software P.O. Box 51315 Indianapolis, IN 46251 A.2 FTP sites garbo.uwasa.fi (128.214.87.1) Timo Salmi, ts@uwasa.fi University of Vaasa, Finland msdos, windows, etc... For uploading instructions, see /pc/UPLOAD.INF and /pc/UPTEXT.INF SimTel mirror oak.oakland.edu (141.210.10.117) Keith Petersen, w8sdz@Vela.ACS.Oakland.Edu Oakland University, Rochester, Michigan, USA For uploading instructions, see /pub/msdos/README.how-to-upload Ulowell ftp.uml.edu (129.63.17.1) Brian O'Neill, oneill@cs.uml.edu University of Massachusetts at Lowell, USA msdos games Cica ftp.cica.indiana.edu (129.79.20.17) Michael Regoli, mr@cica.indiana.edu Indiana University, USA Windows A.3 BBSes Channel 1 Brian Miller 617-354-8873 Exec-PC Bob Mahoney 414-789-4210 Invention Factory Michael Sussell 212-274-8110 The Right Place Roger Sligar 404-476-2607 NOTE: Many sysops prefer to carry programs which contain a FILE_ID.DIZ description file. For a more detailed explanation on how to implement it, obtain a copy of FILEID.ZIP, written by Richard Holler. As of this writing, there is a new standard called VENDINFO, which authors should also look into. A.4 File Distribution Networks SDN International Fidonet author-direct Shareware Distribution Network. Download the SDN kit for authors from the SDN BBS, at 203-634-0370. Coordinator: Ray Kaliss Utilnet Distribution network for selected popular shareware programs. Coordinator: Jerry Seward PDN Distribution network for programming tools. The PDN BBS number is 914-344-0350. Coordinator: Janis Kracht FDN (Author-Direct) Distributes ASP products. Call the Roadhouse BBS, and log in using the name AUTHOR DIRECT, with password NETWORK, and then download AD-AUT.ZIP and AD-NOD.ZIP, for author and "end node" information. These files can also be Freq'ed from 1:231/290. Coordinator: Richard Holler A.5 Online Systems Ads for access to online systems such as Compuserve, Delphi, GEnie, AOL, BIX, etc... can often be found in computer magazines. B. Suggested Readings ------------------ . The Shareware Book, by Bob Schenot . Shareware Registration Guide (PsL), by Nelson Ford . Guidelines for Shareware Authors (PBS), by Bob Ostrander . Writing and Marketing Shareware, by Steve Hudgik . HomeCraft Small Business Journal, by Steve Hudgik . Shareware Magazine . Boardwatch Magazine . Compuserve Magazine . Computer Shopper C. Copyright --------- Your shareware program is copyrighted the moment you write it, unless you explicitly label it as Public Domain. Although not required, it is highly recommended that you place an explicit copyright notice in a visible location of your program. This will let the public know that your work is protected by copyright, and a user violating these rights will not be able to claim "innocent infringement" in court. The copyright notice consists of the word "Copyright", or "Copr.", or the letter C enclosed in a FULL circle, and the year of first publication, and the name of the owner of the copyright. The letter C inside parenthesis (C) is not a valid substitute for C in a full circle. It is, however, often used on computers which have no ASCII copyright symbol. Using it should be no problem as long as it is accompanied by "Copyright", or "Copr.". For an added measure, you may want to add the phrase "All Rights Reserved." Although not required, you may also want to register your software at the copyright office. This establishes a public record of the copyright claim, and is necessary before an infringement suit can be filed in court. For software, usually the TX application form is used. You may obtain an application and circular forms free of charge from the following address: Copyright Office Information Section, LM-401 Library of Congress Washington, DC 20559 (202) 707-9100 A thread that never seems to die says that you can get copyright protection by mailing yourself a copy of the source code in a sealed envelope. If your program is worth more than a stamp, then consider registering the proper way with the Copyright Office instead. The sealed envelope might not stand up in court. Although other countries may have similar rules, this copyright information pertains specifically to the U.S. Request circular forms 1, 2, and 61 from the Copyright Office, or consult with your attorney for official information regarding copyright laws. D. Glossary -------- ASP Association of Shareware Professionals. Trade organization for the promotion of shareware. BANNERWARE Program distributed as freeware, serving as an advertisement for another product. BBS Bulletin Board System. It refers to a special computer that people can log onto with their modem. BBSes often have many files for download, and also carry message areas. BBS DOOR A special BBS service, other than the regular file, bulletin and message base which are commonly offered. BETA TEST Testing of the pre-release version of a program, done by people other than the author. BTW Acronym for "By The Way". BUG A programming mistake which causes software to misbehave. CD-ROM Compact Disk - Read Only Memory. These disks often contain thousands of shareware programs. CRIPPLEWARE See the registered version for a definition (just kidding :-) Refers to a program with certain essential features available only to those who register. DISK VENDOR Company which sells disks containing shareware. DOWNLOAD The process of retrieving a program from a BBS, FTP site, or other online system. See also UPLOAD. ECHO Online discussion group, which is often international in nature. This word is used in networks such as Fidonet. See also NEWSGROUP and FORUM. E-MAIL Electronic Mail. Private mail which travels through a computer network, and is sent from one person to another. Many major networks are linked to the Internet, thus providing a way for many people to send each other e-mail. EXPIREWARE A program which ceases to operate after a number of days, or after having been run a certain number of times. FIDONET Hobby network which links thousands of BBSes worldwide. Fidonet has many discussion echoes (including one for shareware). There are several file distribution networks which circulate shareware programs on Fidonet. FILE_ID.DIZ File which contains the description of a shareware program. It helps sysops automate the process of adding files to their BBS shareware collection. FORUM Online discussion group. See also ECHO and NEWSGROUP. FREEWARE Commonly refers to programs for which the author does not require a payment from all users. FREQ File REQuest. A method Fidonet sysops use in order to obtain files from other BBSes. FTP site File Transfer Protocol. System somewhat similar to a BBS, which has many files available for download, and is accessible to many users who have an Internet account. GNU GNU not UNIX. GNU programs are distributed as free software. Everyone else shares with the author the rights to give, sell, and modify the program. Source code is accessible to all. Not to be confused with shareware. INTERNET Very large system of computer networks which hooks up universities, research institutions, government offices, corporations, and also commercial online services. Shareware programs are available to Internet users on FTP sites. NAGWARE Program which reminds users to register with message screens, often accompanied by delays, beeps, or random key presses. NEWSGROUP A Usenet discussion group on a given topic. There are several newsgroups related to shareware. See ECHO and FORUM. NET Short for NETWORKS. Used loosely in this document in reference to newsgroups, echoes, online forums, etc... NETMAIL Private mail, as opposed to echomail (which is a public message). This word is used on Fidonet. See also E-MAIL. PUBLIC DOMAIN Unlike shareware, it refers to a program void of copyright. Users are free to do as they please with these programs, and have no obligations towards the author. RACKWARE Evaluation copies of shareware programs that are sold in racks, at many stores. REGISTRATION The process of sending money to the author in order to have a license to continue using the shareware program. Registration sometimes entitles the user to a printed manual, more support, extra features, or other goodies. RETAIL Software marketing channel with outlets in stores. Unlike shareware, these programs usually cannot be evaluated before being purchased, neither can they be freely distributed. SDN Shareware Distribution Network. File distribution system which reaches many Fidonet BBSes worldwide. SHAREWARE Cost effective method for marketing software, where users can try before they buy. Shareware programs are usually distributed through BBSes, disk vendors, FTP sites, etc... SMILEY Symbol such as :-) which is used to indicate a grin in e- mail messages. The proper way to view it is to rotate your monitor 90 degrees clockwise (or tilt your head 90 degrees towards your left shoulder). Don't try this at work :-) SYSOP SYStem OPerator. Person in charge of operating a BBS. UPLOAD The process of transmitting a file from your computer to a BBS, FTP site, or other online system. See also DOWNLOAD. USENET Network which has many discussion newsgroups, including some related to shareware. USENET is generally accessible to Internet users, and also to a growing number of BBS users. USER Used in this document in reference to people who use shareware programs. VENDINFO A new system which should soon replace FILE_ID.DIZ, and other description files. VIRUS Malicious program, which attaches itself to software, and tries to copy itself to other files. E. Acknowledgements ---------------- Successful shareware authors are usually very busy people, however, some of them have taken the time to share their wisdom with the rest of us. You will no doubt recognize them by their popular programs. I would like to thank the following author survey participants: Bob Berry CompuShow graphics display utility Tony Caine 2COL/JETCOL printing utility Fridrik Skulason (Frisk) F-PROT anti-virus utility David Hamel BOXER editor Mark Harris Ample Notice appointment calendar Tsung (Winfred) Hu TELEMATE communication Eric Isaacson A86 assembler Robert Jung ARJ compression Dan Parsons Robomail reader Marshall Dudley DOORWAY remote communications Jay Wilbur Commander Keen series Tom Rawson 4DOS Andrea Santos Silver Xpress mail reader I would like to thank David White for his valuable comments concerning this document. I would like to thank him and Roderick Begbie for taking overseas registrations for me. I would also like to thank the many people who participated in the user survey, and those who participated in the discussions. F. How to register the Shareware Author & User Case Study ------------------------------------------------------ Print out the registration form by typing "COPY REGISTER.TXT PRN" at the DOS prompt. Or you can simply send your $20, and mention the registered version of the Shareware Author & User Case Study (item #11170). Credit card registrations may be made by the following methods: (Please note that I can NOT be reached through PsL.) -- PsL phone numbers: 800-242-4775 Toll free US number for credit card registrations. 713-524-6394 Phone number for international callers. -- PsL FAX number: 713-524-6398 -- PsL CompuServe userid 71355,470 -- PsL postal mail address: The Public (Software) Library P.O. Box 35705 Houston, TX 77235-5705 USA If you are outside of the US, it is preferable to use a credit card, or international money order. If you use a foreign check, then any surcharges resulting from funds drawn from a non USA bank must be prepaid in addition to the registration cost. Credit card processing is done by PsL. At my address, I can only accept US postal money orders, international money orders, and checks (and cash on an experimental basis). Please allow 3 weeks delivery when sending a check. The following services can also take registrations for the Shareware Author & User Case Study: Europe ------ Hillfoots Data Services, Mains House, Tillicoultry, Clackmannanshire, FK13 6PQ, UNITED KINGDOM. Phone +44 (0)259 750954 Fax +44 (259) 752676 Compuserve 70374,2367 Check, EuroCheck, or money order payment (no credit card) Exchange rate: 1 Pound Sterling = US$1.50 (this may vary) Contact: Roderick Begbie New Zealand ----------- NZ Shareware Services 24 Finn Place Glenfield Auckland 1310 Phone 09-443-4868 Fax 09-443-4737 American Express, VISA, MasterCard, or cheque payable to "PC Help" Exchange rate: NZ$1 = US$0.55 (this may vary) I would prefer that orders be placed through one of the services, and comments be sent to me. G. How to contact me ----------------- Daniel Corbier 11670 NE 20th Drive Miami, FL 33181 Internet e-mail: CORBIER@delphi.com Compuserve e-mail: INTERNET: CORBIER@delphi.com Fidonet e-mail: Daniel Corbier, 1:135/110 or 1:135/23 I usually frequent the following discussion groups related to shareware: Internet: comp.archives.msdos.announce, comp.archives.msdos.d, etc... Fidonet: Shareware echo RIME: Shareware echo (less frequented due to long distance) I-LINK: Shareware, and Shareware issues (less frequented due to ld) I frequently log on to the following BBSes: MACC 305-596-1854 SOX 305-821-3317 Telcom Central 305-828-7909 H. Concerning reaching me ---------------------- The same people who answered the shareware user and author surveys also frequent discussion forums such as the ones mentioned above. For general questions related to shareware, please ask in those forums. I also participate sometimes when I have an answer. If your question is specifically related to this document, then you can ask me by private e-mail. Correspondence which requires a response to questions should be done by postal mail only if you cannot reach me by e-mail. This document represents a lot of what I know about shareware. Any questions beyond this information might easily stump me, resulting in responses such as "I don't know", or "I'm not sure". Do not hesitate to ask questions that I can't answer, as I may redirect them to those who might have an answer. Then I might include the answer in a future edition of this document (a personal response to the person who asked, is not guaranteed however). I will also be happy to receive other correspondence concerning this document. I would especially like to hear your comments and suggestions. Also please report any errors found in this document, or anything that needs clarification. I. Ultimate Calculator ------------------- For those who are interested, I have created another shareware program called UCALC (Ultimate Calculator). It is an easy to use math expression evaluator which has been designed based on the suggestions of many users. It can be used for anything from simple arithmetic at the DOS prompt, to scientific or financial calculations in the interactive mode. As of this writing, the file name is UCALC18.??? or UCAL18.??? on Compuserve (??? is ARJ, ZIP, SDN, etc...).