red@work

  • Marketing from the ground up

    Posted Thursday, August 21, 2008 2:17 PM | 1 Comments

    How do you market a product that doesn’t exist to people that you don’t know, in places you can’t find?

    This has been our basic problem in marketing Exchange Server Archiver. I’ve been at Red Gate all of ten days now, and when I started I was pretty confused. I had a list of instructions, saying things like ‘research Exchange user groups and bloggers’. This I dutifully tried, though it isn’t easy to establish where all the Exchange people hang out. I made lists with emails, URLs, and half-coherent notes.

    Then I was shown the info the rest of the ESA team had compiled months earlier, from talking to people at Tech Ed. Turns out there were quite a few Exchange users there, and these people had said a whole lot of things about what they wanted from an Exchange Archiver. As they did this, members of the marketing and product management teams had cunningly probed their psychological makeup, looking for the triggers and turn-ons that would provide a way into their hearts and their wallets.

    I now realise that I was supposed to be confused from the start- everyone is. Exchange Server Archiver will be a completely new area for Red Gate. The plan was, and remains, to figure out how we are going to market it. Whatever we do, it won’t be the same as the strategy for SQL and .NET tools. Sure, we are using User Groups and bloggers. We are giving away an eBook. We are compiling lists of emails and building Simple Talk Exchange as a community. But the Exchange admin is a more elusive beast. Rather than spreading himself across the rich grazing pastures of the SQL communities sites, he forms a giant herd at MSExchange.org, eschewing the varieties of grass on offer elsewhere. Moreover, he is prone to shape-shift. Pre-greenlight research found that admins typically spend less than 5 hours a week on Exchange tasks.

    In a state of ignorance, how best to acquire knowledge? Plagarism, naturally. The email archiving market is densely populated, and surely some of the competition must have an inside line on innovative and successful marketing strategies. Yeah, you’d think that, wouldn’t you? Sadly, this doesn’t seem to be the case. A certain unnamed competitor has gone for that old chestnut, an angry IT man, in their flash ads.

    As in…. “Is problem X making you angry? Try solution X”, a formula that fits more or less any product.

    Try it yourself. This is mine.

    “My ears won’t stop growing doctor”
    *angry picture with big ears*
    “Try Uncle Albert’s ear restraint formula”

    Anyway, my point is, the competition doesn’t seem to be on top of its game either. The company above has one of the better web presences of competitors in this market. Red Gate are going to have to come up with creative and interesting ways to reach Exchange admins, and that means being bold with new ideas. That doesn’t mean we can’t use skills we’ve learnt in community and influencer marketing for SQL and .NET to build up Simple Talk Exchange. We just need to remember that we’re chasing a different kind of customer and entering a totally new marketplace.

    If anyone knows how to find Exchange admins, how they think, and how to reach them, any thoughts are welcome…drop them in the comments.

    Cheers,

    Owen Sanderson

  • From Waterfall to Scrum

    Posted Tuesday, July 01, 2008 12:15 PM | 5 Comments

    From Waterfall to Scrum

    How do you scale your development processes?

     

    Once upon a time Red Gate had a single development team. It was small enough to write software for a new product by doing a few iterations of the more traditional waterfall method.

     

    We now have something like eight development projects, 13 products for continued development and new ones on the way, and nearly 40 developers and testers to keep interested. We need development processes that scale. So, we turned to Scrum, an agile process for complex software development.

     

    Along with four colleagues, I recently attended the certified ScrumMaster Training course. We already have one Scrum team up and running and other teams using some of the principles. Now that that I’ve considered it further, I really believe that Scrum is a framework we can take advantage of.  But, it’s not going to be easy to fit our current processes around Scrum.

     

    Beyond “single wringable neck”

     

    Red Gate project managers in the past have been the individuals responsible for building the right product in the right way. It’s a tough call delegating tasks, making project estimates, managing risk, helping to support the current product, researching for future releases, and above all, keeping spirits up.

     

    Having been a project manager on both large and small projects and bearing the weight of being the “single wringable neck,” I am lapping up the Scrum approach. The roles are different; it’s the product owner who takes care of whether the team is building the right product. The team takes responsibility collectively for building it right. The ScrumMaster facilitates the team, but doesn’t manage the individuals; instead the team is self managing! This sounds amazing. Can it work here? 

     

    In the past year we have ramped up product management activities hugely, and it shows. Currently, project managers work together with product managers to get a project to the “greenlight” stage. With the work research product managers have done, we know a lot about the ROI, future plans beyond this release, and who we are building the product for.

     

    At the greenlight presentation a panel (none of whom are on the development team) decides whether to take the product as planned into full development and agrees on deadlines for when it will make it to market. Product managers are still involved during development and help guide the team to making sure we are building the right software.  They also make decisions about how features are implemented and the priority of work.

     

    Focus and visibility

     

    Using Scrum, a team should be able to demonstrate what tasks are done at the end of a Scrum sprint (typically three weeks). Following the planning stage at the start of the sprint, it’s inevitable that new tasks come to light, such as bugs or GUI tweaks. These are either handled in the same sprint or moved onto the backlog for the subsequent sprints.

     

    There’s a lot more focus and visibility. It is easier to accurately predict how long the remaining work will take because the team is learning how much work it can handle during each sprint and how much extra work each task typically creates.

     

      

    There is less frustration if the goal posts need to be moved during a project, and shifting of priorities for new designs or features is handled more efficiently. Since the completed sprints, the tasks in progress, and the backlog for the next sprint are visible to the product owner, swapping a feature priority on the backlog is perfectly fine. That’s not usually the reaction when projects are forced to deviate from the original plan!

     

    I remember a situation on a major release where we planned several eagerly awaited features at the start and used a finger in the air to estimate when we’d be done. Developers started coding the complex problems but moved onto the next one at the point they had solved the difficult, most risky element of the solution. Getting them to finish any feature off so that we could test, run usability tests, and write documentation was nearly impossible.

     

    The developers argued that by taking the complexity out of each of the features we were planning to implement, they were removing risk from the project deadline. But inevitably the software was shipped later than planned. Usability engineers weren’t able to put a working product in front of an end user until we were way into our development journey.  As a result, the changes we made based on user feedback put us behind schedule. No one on the team, let alone the greenlight panel, was able to see any finished part of the product working.

     

    Writing software in sprints, where you demonstrate finished tasks, however small, provides visibility that benefits everyone.

      

    The Red Gate Scrum Sprint

    Who’s the owner?

     

    At Red Gate, we want to provide an environment where people good at writing code, testing software, designing interfaces, and writing technical documentation can flourish and get on with what they are good at. The self-organizing Scrum team encourages this.

     

    We already have individuals who would be able to facilitate teams in this way and make sure there is respect and openness. In my opinion, the biggest obstacle we face is how to make the product owner role work. It might be a case that the product owner is a combination of individuals, including a product manager and a usability engineer. They collectively are responsible for building the right product since they are the ones talking to end users, who ultimately determine the success of our products.

     

    How are you doing it?

     

    Are you dealing with development scaling issues?  If so, how are you handling it? Would Scrum work for your organization?

     

    Have you tried Scrum?  If so, what has been your experience? What are the best and worst things about Scrum?

     

    Post by Helen Joyce

     

  • Thank you to the .NET Developer Group in Braunschweig

    Posted Tuesday, June 24, 2008 2:03 PM | 1 Comments

    At Red Gate we have a ‘Memory Wall’ that proudly displays a number of Red Gate’s finest (and not so finest!) moments over the past eight years. We have some super photos of our joint CEO, Neil Davidson, looking like a fresh-faced university graduate, and some even better ones of my favourite Project Manager, Bart Read, sporting a rather fetching ladies handbag. 

    What we don’t have in the office is a photo wall for the pictures that we receive from our Red Gate friends. So, I have decided to start posting them here so that everyone can share them.

    Thanks very much to Lars Keller at the .NET Developer Group in Braunschweig for this picture of their recent user group meeting. As you can see, they are a very fashionable bunch!

    The .NET Developer Group in Ulm

    Post by Rachel.

  • How to make friends – by Red Gate

    Posted Tuesday, June 24, 2008 12:54 PM | 1 Comments

    Red Gate, to the untrained eye, looks a lot like other companies. We are departmentalised, we are spread over multiple offices, and we sometimes don’t know what other areas of the company are up to (note to Sara – when do we find out what “activities” we will be taking part in at the Red Gate Summer Day Out this year!?). However, one thing you could never accuse us of is failing to work as a team.

    Teamwork can never really be an element of a project that you plan, but I can assure you that Red Gate always manages to successfully pull it off. I think the reason is because we try so hard not to be departmentalised. Making friends at work often sounds like ‘pie-in-the-sky’ ideology, but when you are thrown into a foreign country with nine people you don’t really know, you’d be surprised at how many you are still talking to when you get back again! And I don’t mean that in a negative way either.

    I’ve been lucky enough to travel with colleagues to two tradeshows, and both have been great fun. I will never forget my first year at Microsoft TechEd. I was terrified before we left, not to mention slightly concerned about travelling with a group of work colleagues for a week. I could have saved myself a lot of unnecessary stress because Team Red Gate was AWESOME! 

    The Red Gate team

    If you walk around your office and look at the different groups of people I bet you find yourself thinking ‘Why does every member of that department [insert stereotypical comment here]?’ I do it in our offices all the time: why does our HR and Administration department look like they have just stepped out of a women’s fashion magazine? Why do all our developers wear really huge headphones? I guess some things are just meant to remain a mystery.

    But, despite our differences, there is nothing more fun than making new friends. I wouldn’t have found my new Puma handbag if it weren’t for a shopping expedition in Orlando with Cara our Office Administrator. You overlook your own comparatively awful fashion sense and her lack of giant headphones when you find that your new friend from HR turns out to share your love of mojitos and retro handbags! And let’s face it, who knew that our Head of Development, Tom, could trot out so many of Chopin’s piano Nocturnes at the drop of a hat.

    But it’s not just our immediate team that we enjoy spending time with. All of the Red Gate employees cite meeting real customers at trade events as a big deal. Over the past twelve months I have met some great people. Those I have kept in touch with most regularly are Jason Follas (SQL Server MVP) and Jeff McWherter of the Greater Lansing .NET User Group. This year I was introduced to Joe Kunk who is the President of Jeff’s user group, and he very kindly sent me this super picture of Red Gate friendship being shared at TechEd Developers in Orlando this year.

    Joe Kunk and Rachel sharing a moment

    The moral of this story is that Red Gate really isn’t like other companies. We honestly do like spending time with each other. Underneath the layers of fashionable attire, our HR and Administration team are great to work with and even better to hang out with after office hours. Most importantly though, when we meet or hear from our customers, we really take notice of what you are saying and what you are getting up to just as much as we do with our fellow Red Gaters. So Joe, I hope that you are still enjoying working with Jeff at A. J. Boggs despite him being your manager during work hours! And Mike (Michael Fors of the Hawaii .NET User Group) I will be in touch to take you up on your offer of a holiday in Hawaii just as soon as I have a week to spare!

    Post by Rachel.


















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