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Posted to commits@openoffice.apache.org by ks...@apache.org on 2011/12/01 01:39:57 UTC
svn commit: r1208914 [2/2] - in
/incubator/ooo/ooo-site/trunk/content/marketing/strategy: ./ cover/
ooocon2004/
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>The End</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img23.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img25.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text24.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img24.gif"></center>
+<p><h3>Notes:</h3><br>
+Closing messages from the Workshop:<br>
+<br>
+Remember - technical excellence is not enough.<br>
+<br>
+If OpenOffice.org is to become the leading international office suite, it needs good marketing.<br>
+<br>
+Community members have a wonderful message, but it needs to be written down and communicated. Having a good Strategic Marketing Plan is not an option for the Community - it is essential.<br>
+<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>The Bear</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img24.html"><img src="prev1.gif" border=0 alt="Back"></a> <img src="next0.gif" border=0 alt="Continue"> <img src="last0.gif" border=0 alt="Last page"> <a href="text25.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img25.gif"></center>
+<p><h3>Notes:</h3><br>
+The Berlin Bear has bought his copy of the plan - have you bought / downloaded your copy yet?<br>
+<br>
+<br>
+<br>
+<br>
+<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Marketing in OOo</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img2.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img4.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text3.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img3.gif"></center>
+<p><h3>Notes:</h3><br>
+The Community is fortunate in that the engineers have delivered a world class piece of software. With the upcoming version 2.0 it will be better than ever.<br>
+<br>
+However,history is full of examples where good technology plus poor marketing has meant failure. Unfortunately, there are also many examples where mediocre technology plus first class marketing has led to market domination.<br>
+<br>
+<b>The main challenge facing the OpenOffice.org community is not a technical one - it is a marketing one.</b><br>
+<br>
+The people attending the Conference understand "the OpenOffice.org story", and show tremendous commitment to the product and the Community. The purpose of the Strategic Plan is to capture this understanding and spirit, and spread it worldwide through all our Community members and users.<br>
+<br>
+This is how we will make OpenOffice.org <i>the leading international office suite</i>.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Roadmap</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img3.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img5.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text4.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img4.gif"></center>
+<p><h3>Notes:</h3><br>
+This diagram shows how the Strategic Marketing Plan is built. The workshop was a 'lightning tour' of some of the main paths through this Roadmap.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Features & Benefits</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img4.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img6.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text5.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img5.gif"></center>
+<p><h3>Notes:</h3><br>
+Features and Benefits is a key marketing concept. <br>
+<br>
+In the Community we are often pre-occupied with product features - will this particular 'feature' make its way into the next release.<br>
+<br>
+From a user's perspective, a 'feature' has to pass the 'so what' test before it brings them any benefit:<br>
+<br>
+Feature: OpenOffice.org has an open-source licence<br>
+<i>So What?</i><br>
+Benefit: you can give it away to other people<br>
+<br>
+<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 1</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<embed src="gong.wav" hidden="true" autostart="true"><center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img5.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img7.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text6.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img6.gif"></center>
+<p><h3>Notes:</h3><br>
+During this first brainstorming session, the participants were encouraged to name key <i>features</i> of OpenOffice.org and then say what <i>benefits</i> the features would bring to users.<br>
+<br>
+The results were captured on a flipchart and will be used in the next release of the Strategic Marketing Plan<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 1 Flip Chart</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img6.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img8.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text7.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img7.gif"></center>
+<p><h3>Notes:</h3><br>
+And this is what we wrote on the flip chart<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>F&B Recap</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img7.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img9.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text8.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img8.gif"></center>
+<p><h3>Notes:</h3><br>
+Developing this logic further, benefits are only of use if they satisfy a need that the user feels. <br>
+<br>
+For example:<br>
+<br>
+OpenOffice.org is multi-platform (feature) <br>
+this means users are not 'locked in' further to their current computing platform (benefit) <br>
+but this is of no interest if they have no intention of ever changing their PC(no need).<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Target Markets</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="index.html"><img src="first1.gif" border=0 alt="First page"></a> <a href="img8.html"><img src="prev1.gif" border=0 alt="Back"></a> <a href="img10.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text9.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img9.gif"></center>
+<p><h3>Notes:</h3><br>
+A market is a group of users with similar needs. By matching OpenOffice.org's benefits to market needs we can see how well we serve a market.<br>
+<br>
+Doing the same exercise for competitive products shows which markets we serve better than our competitors. These are potential target markets.<br>
+<br>
+For example, <br>
+let's assume the Competitor on the slide is taken as MS-Office<br>
+the the balloon on the bottom right of the slide represents Linux users who require a comprehensive office product<br>
+the the diagram shows only OpenOffice.org will meet their needs<br>
+<br>
+Commercial companies also require a market to be potentially profitable before it becomes a target market. OpenOffice.org does not necessarily suffer from this limitation. For example, there is no reason why OpenOffice.org should not be localised into a language with a very small number of speakers, provided there are willing and able volunteers to do the work.<br>
+<br>
+<br>
+<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Title</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<embed src="soft.wav" hidden="true" autostart="true"><center>
+<img src="first0.gif" border=0 alt="First page"> <img src="prev0.gif" border=0 alt="Back"> <a href="img1.html"><img src="next1.gif" border=0 alt="Continue"></a> <a href="img25.html"><img src="last1.gif" border=0 alt="Last page"></a> <a href="text0.html"><img src="text.gif" border=0 alt="Text"></a></center><br>
+<center><img src="img0.gif"></center>
+<p><h3>Notes:</h3><br>
+This presentation was delivered at the OpenOffice.org Conference in Berlin, Germany on 23 September 2004 on the occasion of the launch of Version 0.5 of the Strategic Marketing Plan.<br>
+<br>
+These web pages were created by <i>Impress</i>, the presentations component with the OpenOffice.org office suite.<br>
+<br>
+Thanks to the Open Clip Art Project for the clip art.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Title</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+First page Back <a href="text1.html">Continue</a> <a href="text25.html">Last page</a> <a href="index.html">Graphics</a></center><br>
+<h1><b>OOoConf 2004 - Berlin</b></h1><p>
+<ul><li><h2>OpenOffice.org</h2>
+<li><h2>Marketing Project</h2>
+<li><h2><b>Strategic Marketing Plan 2010</b></h2>
+</ul><br>
+<h3>Notes:</h3>
+This presentation was delivered at the OpenOffice.org Conference in Berlin, Germany on 23 September 2004 on the occasion of the launch of Version 0.5 of the Strategic Marketing Plan.<br>
+<br>
+These web pages were created by <i>Impress</i>, the presentations component with the OpenOffice.org office suite.<br>
+<br>
+Thanks to the Open Clip Art Project for the clip art.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Agenda</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text0.html">Back</a> <a href="text2.html">Continue</a> <a href="text25.html">Last page</a> <a href="img1.html">Graphics</a></center><br>
+<h1><b>Agenda</b></h1><p>
+<ul><li><h2>Speaker Introductions</h2>
+<li><h2>Marketing within the Community</h2>
+<li><h2>Roadmap - Building the Plan</h2>
+<li><h2>Workshop</h2>
+<ul><li><i>Roadmap</i>
+<li><i>Brainstorming</i>
+<li><i>Strategic Analysis</i>
+<li><i>Conclusions</i>
+</ul><li><h2>Implementing the Plan</h2>
+<ul><li><i>What needs to be done</i>
+<li><i>How you can help</i>
+</ul><li><h2>The Marketing Project needs YOU</h2>
+</ul><br>
+<h3>Notes:</h3>
+The presentation took the form of a workshop, with participants encouraged to join in the brainstorms and feedback sessions.<br>
+<br>
+The main objective of the session was to describe the strategy making process, so that the participants would feel confident and eager to take part in the ongoing strategy development process.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 2</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text9.html">Back</a> <a href="text11.html">Continue</a> <a href="text25.html">Last page</a> <a href="img10.html">Graphics</a></center><br>
+<h1><b>Brainstorm 2</b></h1><p>
+<ul></ul><li><b>What are our <font color=#660066>target markets</font>?</b>
+<li><b>What <font color=#0000FF>needs</font> do they have?</b>
+<li><b>How does OOo's <font color=#00FF00>benefits</font> satisfy these <font color=#0000FF>needs</font>?</b>
+<br>
+<h3>Notes:</h3>
+Participants at the workshop were then asked for suggestions for target markets, using a needs and benefits approach.<br>
+<br>
+The replies were captured on a flipchart and will be used in the next version of the Strategic Marketing Plan.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 2 Flip Chart</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text10.html">Back</a> <a href="text12.html">Continue</a> <a href="text25.html">Last page</a> <a href="img11.html">Graphics</a></center><br>
+<h1></h1><p>
+<br>
+<h3>Notes:</h3>
+And this is what we wrote on the flip chart<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Outside World</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text11.html">Back</a> <a href="text13.html">Continue</a> <a href="text25.html">Last page</a> <a href="img12.html">Graphics</a></center><br>
+<h1><b>Outside World</b></h1><p>
+<br>
+<h3>Notes:</h3>
+A Strategic Plan also has to look to the future - say for the next five years. To give shape to these forecasts, the Strategic Marketing Plan adopted the well-known STEP factors model (sometimes also called PEST).<br>
+<br>
+It is important to note that each one of these factors could be either a <i>threat</i> or an <i>opportunity</i> for OpenOffice.org.<br>
+<br>
+Some factors could be both - for example, the aggressive pursuit of IPR (Intellectual Property Rights) by COTS (Commercial Off The Shelf) vendors could be:<br>
+<br>
+<i>opportunity</i> - people with unlicensed software could be tempted to migrate to open-source<br>
+<i>threat</i> - people could be unwilling to move to open-source in case they fall foul of patent claims in the future<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 3</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text12.html">Back</a> <a href="text14.html">Continue</a> <a href="text25.html">Last page</a> <a href="img13.html">Graphics</a></center><br>
+<h1><b>Brainstorm 3</b></h1><p>
+<ul></ul><li><b><i>Next 5 years</b></i>
+<li><b>What will be the major influences on the market for office suites? </b><i>(Social, Technological, Economic, Political / Legal)</i>
+<li><b>Are these <font color=#00FF00>Opportunities</font> or <font color=#FF0000>Threats</font> to OOo?</b>
+<br>
+<h3>Notes:</h3>
+Participants were invited to give their forecasts for significant trends in the wider world that could influence the market for office suites.<br>
+<br>
+Trends could be opportunities, or threats, or in some cases both!<br>
+<br>
+The results were captured on a flipchart for the next release of the Strategic Marketing Plan.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 3 Flip Chart</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text13.html">Back</a> <a href="text15.html">Continue</a> <a href="text25.html">Last page</a> <a href="img14.html">Graphics</a></center><br>
+<h1></h1><p>
+<br>
+<h3>Notes:</h3>
+And this is what we wrote on the flip chart<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Challenge</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text14.html">Back</a> <a href="text16.html">Continue</a> <a href="text25.html">Last page</a> <a href="img15.html">Graphics</a></center><br>
+<h1><b>How do we score?</b></h1><p>
+<br>
+<h3>Notes:</h3>
+The next stage of the workshop took a very quick look at the OpenOffice.org Community, the product, and its target markets. Participants were asked to vote on a show of hands:<br>
+<br>
+1=Poor<br>
+5=Excellent<br>
+<br>
+for each of the ten items shown on the slide. From this emerged a view as to whether each factor was a <i>strength</i> or a <i>weakness</i> for OpenOffice.org.<br>
+<br>
+Overall, the OpenOffice.org product was judged to be in a stronger position than the Community. <br>
+<br>
+It says something for the overall optimism of the participants that 3.5 seemed to be the most common score...<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Roadmap (2)</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text15.html">Back</a> <a href="text17.html">Continue</a> <a href="text25.html">Last page</a> <a href="img16.html">Graphics</a></center><br>
+<h1><b>Marketing Plan 2010 - Roadmap</b></h1><p>
+<br>
+<h3>Notes:</h3>
+By this stage of the workshop, the participants had had a 'taster' of all the items shown in yellow on the slide.<br>
+<br>
+The next phase of building the Strategic Marketing Plan process pulls together this raw data and carries out some analysis.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>SWOT (1)</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text16.html">Back</a> <a href="text18.html">Continue</a> <a href="text25.html">Last page</a> <a href="img17.html">Graphics</a></center><br>
+<h1><b>SWOT</b></h1><p>
+<br>
+<h3>Notes:</h3>
+Combining the <i>Threats</i> and <i>Opportunities</i> seen in the outside world with the <i>Strengths</i> and <i>Weaknesses</i> of OpenOffice.org gives a two by two matrix of the kind beloved by consultants and business schools.<br>
+<br>
+<i>(Strengths Weaknesses Opportunities and Threats also makes a nice acronym in the English language - SWOT.)</i><br>
+<br>
+<b>O-S</b>: There is <i>Opportunity</i> which plays to one of our <i>Strengths</i> = a 'no brainer' - just do it<br>
+<br>
+<b>O-W</b>: There is an <i>Opportunity</i> but a <i>Weakness</i> means we might not be able to respond to it = effort in this area could bring big rewards<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>SWOT (2)</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text17.html">Back</a> <a href="text19.html">Continue</a> <a href="text25.html">Last page</a> <a href="img18.html">Graphics</a></center><br>
+<h1><b>SWOT</b></h1><p>
+<br>
+<h3>Notes:</h3>
+<b>T-S:</b> Threats and Strengths = a defensible position if we are aware of the risks<br>
+<b>T-W</b>: Threat + Weakness = an area needing serious attention<br>
+<br>
+The Strategic Marketing work could easily suggest far more possible actions than the Community could support. SWOT analysis is designed to help prioritise these proposals.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Roadmap (3)</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text18.html">Back</a> <a href="text20.html">Continue</a> <a href="text25.html">Last page</a> <a href="img19.html">Graphics</a></center><br>
+<h1><b>Marketing Plan 2010 - Roadmap</b></h1><p>
+<br>
+<h3>Notes:</h3>
+A review of all the areas covered so far by the Workshop, before moving on to creating proposals for actions. However, notice that it should be possible to trace every proposal back to one or more of the starting points of the strategy. This means that there is a clear reason for every proposal and every action in the plan.<br>
+<br>
+The proposals themselves are split into the traditional "4Ps" of marketing:<br>
+<br>
+Product<br>
+Price<br>
+Place (distribution) and<br>
+Promotional activites<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Speakers</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text1.html">Back</a> <a href="text3.html">Continue</a> <a href="text25.html">Last page</a> <a href="img2.html">Graphics</a></center><br>
+<h1><b>Speaker Introduction</b></h1><p>
+<ul><li><h2>John McCreesh</h2>
+<ul><li><i>mailto: jpmcc@openoffice.org</i>
+<li><i>Marketing Project Co-Lead</i>
+<li><i>Day job: 20+ years IT Management</i>
+<li><i>Home: Edinburgh, Scotland</i>
+</ul><li><h2>Jacqueline McNally</h2>
+<ul><li><i>mailto: jacqueline@openoffice.org</i>
+<li><i>Marketing Project Lead</i>
+<li><i>Day Job: Hat Juggler, Decisions and Designs Pty Ltd</i>
+<li><i>Home: Perth, Western Australia</i>
+</ul></ul><br>
+<h3>Notes:</h3>
+The presentation was led by John McCreesh and Jacqueline McNally from the OpenOffice.org Marketing Project<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Ps 1-3</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text19.html">Back</a> <a href="text21.html">Continue</a> <a href="text25.html">Last page</a> <a href="img20.html">Graphics</a></center><br>
+<h1><b>Strategic Proposals 1</b></h1><p>
+<br>
+<h3>Notes:</h3>
+There was only time in the Workshop to run rapidly through the areas covered by each of the four Ps.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>The 4th P</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text20.html">Back</a> <a href="text22.html">Continue</a> <a href="text25.html">Last page</a> <a href="img21.html">Graphics</a></center><br>
+<h1><b>Strategic Proposals 2</b></h1><p>
+<br>
+<h3>Notes:</h3>
+The largest group of these come under the heading of "Promotion".<br>
+<br>
+By having all the proposals and actions listed like this, we can offer a 'menu' to volunteers who are looking for something to do in the project.<br>
+<br>
+As we also know the relative importance of various activities and can explain why they are important, we can encourage volunteers to work on the more important actions first.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>TimeLine</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text21.html">Back</a> <a href="text23.html">Continue</a> <a href="text25.html">Last page</a> <a href="img22.html">Graphics</a></center><br>
+<h1><b>Timeline</b></h1><p>
+<br>
+<h3>Notes:</h3>
+The Workshop had explored the strategy development process in a very rapid and time-constrained fashion. However, for the past few months this process had been taking place 'for real' on a discussion list used by the MarCons - Marketing Contacts - people within the Marketing Project with responsibility for particular geographical or other markets.<br>
+<br>
+From this activity the Project Leads have created a series of draft Strategic Marketing Plans. These had now reached the 0.5 release - the half way stage to the final version.<br>
+<br>
+The Workshop at OOoConff marked the official release of 0.5 to the Community for a full Community debate, with the intention of having the 1.0 release approved by the Community Council by the end of 2004.<br>
+<br>
+The early stages of this process concentrate on getting the strategy right; once this is agreed, the later stages will focus more on how to implement it.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Next Steps</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text22.html">Back</a> <a href="text24.html">Continue</a> <a href="text25.html">Last page</a> <a href="img23.html">Graphics</a></center><br>
+<h1><b>What Next?</b></h1><p>
+<br>
+<h3>Notes:</h3>
+For the strategy to work, it is absolutely essential that as many active members of the Community help in the next stage of its development.<br>
+<br>
+The Strategy can be downloaded from the <a href="http://marketing.openoffice.org/strategy">Strategy Home Page</a>. It's quite a large document (54 A4 pages), so for people who would prefer to get a printed version, it can be ordered worldwide from an 'on demand' printer Lulu.com as a paperback book for a very reasonable USD7.95.<br>
+<br>
+At the Workshop, all participants were encouraged to buy two copies, one for work and one for home (!), and read it whenever they had a spare five minutes. Agree with it; disagree with it; but most important, send in your views.<br>
+<br>
+There is a downloadable feedback form on the site, or a discussion group to join for general debate.<br>
+<br>
+For people who feel nervous about marketing topics, there is a good tutorial on the "How Stuff Works" site. There are some differences between their approach and OpenOffice.org's, but not enough to cause confusion.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>The End</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text23.html">Back</a> <a href="text25.html">Continue</a> <a href="text25.html">Last page</a> <a href="img24.html">Graphics</a></center><br>
+<h1><b>Marketing in the Community</b></h1><p>
+<br>
+<h3>Notes:</h3>
+Closing messages from the Workshop:<br>
+<br>
+Remember - technical excellence is not enough.<br>
+<br>
+If OpenOffice.org is to become the leading international office suite, it needs good marketing.<br>
+<br>
+Community members have a wonderful message, but it needs to be written down and communicated. Having a good Strategic Marketing Plan is not an option for the Community - it is essential.<br>
+<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>The Bear</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text24.html">Back</a> Continue Last page <a href="img25.html">Graphics</a></center><br>
+<h1></h1><p>
+<br>
+<h3>Notes:</h3>
+The Berlin Bear has bought his copy of the plan - have you bought / downloaded your copy yet?<br>
+<br>
+<br>
+<br>
+<br>
+<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Marketing in OOo</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text2.html">Back</a> <a href="text4.html">Continue</a> <a href="text25.html">Last page</a> <a href="img3.html">Graphics</a></center><br>
+<h1><b>Marketing in the Community</b></h1><p>
+<br>
+<h3>Notes:</h3>
+The Community is fortunate in that the engineers have delivered a world class piece of software. With the upcoming version 2.0 it will be better than ever.<br>
+<br>
+However,history is full of examples where good technology plus poor marketing has meant failure. Unfortunately, there are also many examples where mediocre technology plus first class marketing has led to market domination.<br>
+<br>
+<b>The main challenge facing the OpenOffice.org community is not a technical one - it is a marketing one.</b><br>
+<br>
+The people attending the Conference understand "the OpenOffice.org story", and show tremendous commitment to the product and the Community. The purpose of the Strategic Plan is to capture this understanding and spirit, and spread it worldwide through all our Community members and users.<br>
+<br>
+This is how we will make OpenOffice.org <i>the leading international office suite</i>.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Roadmap</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text3.html">Back</a> <a href="text5.html">Continue</a> <a href="text25.html">Last page</a> <a href="img4.html">Graphics</a></center><br>
+<h1><b>Marketing Plan 2010 - Roadmap</b></h1><p>
+<br>
+<h3>Notes:</h3>
+This diagram shows how the Strategic Marketing Plan is built. The workshop was a 'lightning tour' of some of the main paths through this Roadmap.<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Features & Benefits</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text4.html">Back</a> <a href="text6.html">Continue</a> <a href="text25.html">Last page</a> <a href="img5.html">Graphics</a></center><br>
+<h1><b>Features and Benefits</b></h1><p>
+<ul><li><h2>Features: "things" we build into OOo or provide as a Community</h2>
+<li><h2>Benefits: the value this brings to the user</h2>
+<li><h2>For example:</h2>
+<ul><li><i>Feature: Open-source licence</i>
+<li><i>Benefit: you can pass copies on to friends, family, students, employees... (legitimately!)</i>
+<li><i></i>
+</ul><li><h2>Users do not choose OOo for its <i>features</i>...</h2>
+<li><h2>...they use it for the <i>benefits</i> it brings</h2>
+</ul><br>
+<h3>Notes:</h3>
+Features and Benefits is a key marketing concept. <br>
+<br>
+In the Community we are often pre-occupied with product features - will this particular 'feature' make its way into the next release.<br>
+<br>
+From a user's perspective, a 'feature' has to pass the 'so what' test before it brings them any benefit:<br>
+<br>
+Feature: OpenOffice.org has an open-source licence<br>
+<i>So What?</i><br>
+Benefit: you can give it away to other people<br>
+<br>
+<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 1</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text5.html">Back</a> <a href="text7.html">Continue</a> <a href="text25.html">Last page</a> <a href="img6.html">Graphics</a></center><br>
+<h1><b>Brainstorm 1</b></h1><p>
+<ul></ul><li><b>What are the key distinguishing <font color=#FF0000>features</font> of OOo, and </b>
+<li><b>what <font color=#00FF00>benefits</font> do they bring to users?</b>
+<br>
+<h3>Notes:</h3>
+During this first brainstorming session, the participants were encouraged to name key <i>features</i> of OpenOffice.org and then say what <i>benefits</i> the features would bring to users.<br>
+<br>
+The results were captured on a flipchart and will be used in the next release of the Strategic Marketing Plan<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Brainstorm 1 Flip Chart</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text6.html">Back</a> <a href="text8.html">Continue</a> <a href="text25.html">Last page</a> <a href="img7.html">Graphics</a></center><br>
+<h1></h1><p>
+<br>
+<h3>Notes:</h3>
+And this is what we wrote on the flip chart<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>F&B Recap</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text7.html">Back</a> <a href="text9.html">Continue</a> <a href="text25.html">Last page</a> <a href="img8.html">Graphics</a></center><br>
+<h1><b>Features & Benefits Recap</b></h1><p>
+<br>
+<h3>Notes:</h3>
+Developing this logic further, benefits are only of use if they satisfy a need that the user feels. <br>
+<br>
+For example:<br>
+<br>
+OpenOffice.org is multi-platform (feature) <br>
+this means users are not 'locked in' further to their current computing platform (benefit) <br>
+but this is of no interest if they have no intention of ever changing their PC(no need).<br>
+</body>
+</html>
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+<html>
+<head>
+<meta HTTP-EQUIV=CONTENT-TYPE CONTENT="text/html; charset=utf-8">
+<title>Target Markets</title>
+</head>
+<body text=#000000 bgcolor=#FFFFFF link=#0000CC vlink=#000080 alink=#0000CC>
+<center>
+<a href="text0.html">First page</a> <a href="text8.html">Back</a> <a href="text10.html">Continue</a> <a href="text25.html">Last page</a> <a href="img9.html">Graphics</a></center><br>
+<h1><b>Target Markets</b></h1><p>
+<br>
+<h3>Notes:</h3>
+A market is a group of users with similar needs. By matching OpenOffice.org's benefits to market needs we can see how well we serve a market.<br>
+<br>
+Doing the same exercise for competitive products shows which markets we serve better than our competitors. These are potential target markets.<br>
+<br>
+For example, <br>
+let's assume the Competitor on the slide is taken as MS-Office<br>
+the the balloon on the bottom right of the slide represents Linux users who require a comprehensive office product<br>
+the the diagram shows only OpenOffice.org will meet their needs<br>
+<br>
+Commercial companies also require a market to be potentially profitable before it becomes a target market. OpenOffice.org does not necessarily suffer from this limitation. For example, there is no reason why OpenOffice.org should not be localised into a language with a very small number of speakers, provided there are willing and able volunteers to do the work.<br>
+<br>
+<br>
+<br>
+</body>
+</html>
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+<h2>
+ <a name="00" id="00"></a> Strategic Marketing Plan 2010
+</h2>
+<h3>
+ Page Not Found
+</h3>
+<p>
+ Sorry - not yet available
+</p>
+<hr />
+<a href="#00">top</a> ¦ <a href="index.html">Strategy Home Page</a>
+<hr />
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