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SchnitzelConf by Mind Map: SchnitzelConf
4.3 stars - 4 reviews range from 0 to 5



Michael Buffington San Francisco, CA

Michael Buffington has done it all, seen it all: he's been employed, freelanced, founded an acquired startup (more than once). He's currently Director of Grasshopper Labs, a bootstrapped products company. Michael is Keynote-speaker-riffic because he has done it all, and he can speak authoritatively, from experience, on the most fun & rewarding thing of all. He is here to PUMP. YOU. UP!

Time To Start, Schnitzelconf Quotes, We're not building spaceships, Security through not telling anyone, If you're not paying for're the product, do epic shit, Pick a good co-founder, be a good cofounder, Balsamiq is like my second child...or more like a monster that requires six people, Exercise, I hate santa claus, 50/50 equity split =, increased chance of failure, 70/30 seems to be sweetspot, Climate Change, lots of hockey sticks, global doom, 2% of the world's coral is alive, 5% of these are in aquariums, 99% of the world's wealth is held by 1% of the world's population, 1 in 6 lives in poverty, Big Giant Companies, 913 employ more than 10K people, these 913 employ 30.5 M people, revenue is $8.9 billion, av salary= $40l/year, Small Companies, 2.8 million with 1 -5 employees, employ 5.7 million, av rev. $347,800, av sal $27,320, Stagnation, Henry Ford, Thinking is the hardest work any one can do - which is probably the reason why we have so few thinkers., Curriculum is heavily weighted towards satisfying the needs of the workplace, not the needs of the individual, Yet it's the arts that society most reves., art, music, dance, creative writing, Education wants kids to color within the lines, Education does not want, jumping ahead, anything that can't be measured, Learning creativity and happiness, Creativity, children learn through adjustment, effect your environment and enjoy it, every child is an artist. The problem is how to remain an artist once we grow up. - Picasso., Happiness, learning and accomplishing, Purpose, being part of something larger than themselves, the benefits of being part of a group are better than individual fame, Why talk about any of this?, Your needs will be met, how?, What do you really want to do?, Make money?, You're wrong, You probably won't make money, you'll be miserable trying, it's not attractive, What if you make money?, what will keep you going?, What would you do with infinite wealth?, How long could you be idle?, When would all the toys lose their appeal?, what would make your days worthwhile?, Expose yourself to new and foreign things - example: apes fighting mechanical apes, Write down tasks that get you to your goal, Cheese, vs., walk to the corner store, and purchase the stinkiest cheese for less than $15, For at least 10 minutes write down what you love about the products or services you spend money on, Keep your day job, once you get rolling, Stay small, it's good to have competitors, eco-friendly, forces you to avoid VC, If the 1st VC you talk to gives you money - this is the best scenario, Seek purpose, the world needs purpose driven businesses to succeed, you can be purpose driven and make a profit, consumers are sensitive about the values/ethics/purpose of the companies whose services/products they purchase, as transparency increases, so will sensitivity, profits can amplify purpose, corporations simply can not move as fast as small businesses can., Now go do that!, Questions for Michael, Attitude changed towards pricing?, I don't know if it has changed., You must provide something valuable, makes economic sense, Time Machine - advice to a younger you, Dude, don't sweat it, you got a time machine comin', but seriously..., don't sweat it, you don't always need to execute quickly

Tobias Lütke Ottawa, ON

Tobi Lütke, a German expat, is one-half of the original founding team of Shopify, the friendliest do-it-yourself ecommerce platform. Tobi is Schnitzelconf-orous because: He grew an ecommerce empire out of an online snowboarding shop, and made lots of changes along the way.

How to make money and then make more money, Phase 1, Step 1, build your signup page, Charge real money, Freemium is totally bull$hit, looks like you have no confidence in your own product, Step 2, Raise your prices until people complain, once you have your signup page, put expirations on your pricing options, prices good only until...., Take all your plans and add $5/month, People complain about prices...but are still buying, Best example: WINE, the world's most accurately priced product, Befriend the manager of an upscale eatery, Step 3, Help your customers think what you want them to think, Steve Jobs: iPad - "It's magical", result: massive queues at Apple stores, Shopping networks, call now and get something for free, Call now, but if the lines are busy - call back, changes customer perception, You need one too!, Tell your customers that they WANT the $99/month plan (the middle), Tell customers your pricing is reflective of your most popular option, ...which is will soon become., Phase 2, eff the better mousetrap, Build the better funnel and they will come., Your Traffic, visitors, People at /signup, leads, People who sign up for free trial, prospects, People who pay you, customers, Every piece of the funnel needs to be worked on, Yes, you need a sales team., luckily in the beginning, you don't need people, Inbound sales =, your website, Outbound Sales, Google Adwords, Start tracking data, Phase 3, Understand the hell out of your business, Know your margins, Revenue, servers, support, How much money you gain on average from customers, Know your churn rate, extremely difficult for startups, Customers, Cancelations, Churn Rate, Need to know your lifetime customer value, Average income, margin, revenue, churn, Lifetime customer value

Questions for Tobias, Pricing attitude change over time?, Let's keep the company as communist as possible, Since starting a company - completely opposite

Adii Rockstar Capetown, SA

Adii Rockstar is the irrepressible designer-founder of WooThemes, and the philanthropist behind The Rockstar Foundation for underprivileged girls. Adii is Schnitzelconf-licious because: He grew one premium theme into a 3-person, million dollar business — and he's giving back.

WooThemes, how and what it means to sell design, branding, comes from great design, Engineered function = combined design + functionality, Sharing Great Design + Passive Income, The web can be an awesome experience - if presented properly

Selling Design, As an artform, as an engineered function, as a problem solving process

The major flaws of selling design, cookie cutter, design has become a commodity, Customer Subjectivity, Beauty is in the eye of the beholder, everyone has an opinion, educated or not, Design by community, people will always critique you, feature requests, "This is not merely an aesthetic consideration - but also one of product value and usefulness" - Kris Viesselman & Stephen Komives, Marketing and Persuasion, "Persuading decision makers to buy good design is essential. But it's rarely taught in school, and not every design organization has a culture that values it. As a result, you can toil in this field for a long time without knowing how to sell your work." - Jeffrey Zeldman, Never enough time to educate the users

The Woo-way of selling design, We're a designer startup, "Design and marketing are way more important than engineering for consumer Internet companies." - Dave McClure, Every decision you make needs to be influenced by great design, We value great design, Working with the best designers out there, refreshing our own ideas, not too proud to ask outsiders for collaboration, want to pay designers for their vision, Balancing Act, Customizability, minimalist style, Considerations (KISS), Saying no to features, Having to support thousands of users, We do "Design by community", feedback on concepts, continually tweak and enhance = improvement, Expanding User Choice, Bigger and more diverse theme collection across many niches, things that are both blue and red, adding choice and value for users, Out of the box awesomeness, Users want something that works and looks great without any tweaks, people rarely customize purchased themes, making it easy for them., Balancing act between customizers and non, Team Spirit and Workflow, Many hands on the same deck, sharing of the 'crap' work, allows for creativity and vision from all, very open with company status, which themes work, which dont, why, As a cofounder, I can't be involved in every little thing, every day

Questions for Adii, How has your attitude towards charging and pricing changed over time?, The willingness to charge more, we've gorwn reluctant to give away free stuff, support can run amok, Add value to product instead of dropping price, If you had a time machine - what is the one piece of advice you'd tell the younger you?, I'd chill out more., I didn't always enjoy the journey as much, Nothing on the internet happens so fast that you need to run at 200 mph, Like happens while everyone else is fixing bugs

Paul Campbell Dublin, IE

Paul Campbell is a philosophy major turned Ruby & JavaScript developer, and the tech chops behind Ketchup, a delightful tool for meetings. Paul is Schnitzelconf-esque because: He's just beginning his bootstrap journey, and he's one helluva storyteller.

Childhood, Stepping out of line, Have a nice life, I just want to be great, to remember the things I've done., I want to be The Mona Lisa

I love, Music, the air, walking in the mountains, socks, brightly colored socks, TCP/IP relationships

I hate, people who are rude, theives, money and vices, people who force their opinion on anyone else, corruption, waste

I Fear, rejection, dying, that I've never made a movie I'm proud of, that I'm not a genius, just another face, that I'm a coward, that I'm not ambitious enough, people that don't want to become smarter than they already are

I am, a guy who makes "cool shit", not a shapeshifter, not an actor, but I was a dancing sailor, not a comedian, easily distracted, Not religious, but deeply thankful for everything that I have, trying to apply everything that I've learned to everything that I do.

Really, we live in the best time, at the pinnacle of innovation, With a net connection today, we would be viewed as Gods in the past, Travel is cheap, global communication is a commodity, The age of the individual, nice people are winning, a world where knowledge is vast, and access is cheap

Be Nice, be good to each other, make awesome things, to do what feels right

Questions for Paul, How has your pricing changed?, I'm losing faith in the who "free" thing, it's the mental difference in how your customers perceive your product., What is the one piece of advice you'd give yourself (time machine provided), a copy of the speech I just gave, eliminating the crap, not giving a $hiT

Tom Preston-Werner San Francisco, CA

Tom Preston-Werner is a crackerjack developer, accomplished essayist, maker of Gravatar and one-half of the original founding team of GitHub. Tom is Schnitzelconf-fabulous because: He turned down (big) easy money to work on his dream — then worked his tail off to make that gamble pay.

What is our most precious resource?, money?, power?, fame?, TIME!, the one thing we have, that we can't get more of

How do you go from the cubicle to the cool space?, To bring developers closer together = beer and whiskey, Actual mission statement, minus the beer and whiskey. ;), Old days, capital, relationships, Today, A MacBook Pro, You don't need a lot of money to go something started, Have something of value, people will pay for it, You want to make $100,000/ year, $8,333/month, SUBSCRIPTION!!!, $12/month, 350 subscriptions/month, $25/month, 115 subscriptions/month, $50/month, 25 subscriptions/month, Be Viral, getting people to come to your site, build something awesome, show this to their friends, The flickr effect, make something people want to tell you about, Build Community, get people involved with each other, let them create value with each other, build community tools on top of your product, jobs, for example

GitHub, 371,000 users, 1,141,000 repositories

Make money, Make distinctions between individual and business plans, "I am a corporation, I must buy corporate licensing.", cater with plan names, Once community is large enough, make a job board, Find a cofounder, don't make stupid decisions, a sounding board is needed, go to user groups, Drink Beer afterwards, It's only when you start drinking, is when you can find out who you can work with.

Innovate, The beginning of a feature or something new, The road less travelled, Identify this road, and go down this one instead, Don't be satisfied with the status quo, write down a list of everything that you find stupid, innovation tool/shopping list

Execute, Innovation dies or flourishes here, when done well, it's a transformative experience, care about your features, users will feel the same thing, you know you have it right when someone says, well of course it looks like that, how could it every be implemented in any other way?

Iterate, Never kickback, as soon as one thing is finished, start another thing, create, refine, re-execute, Ship it squirrel, keep executing, this is awesome!, i want to see this in reality, be a perfectionist, but don't

Hire the Best and Treat them like Kings, don't ever hire someone who isn't the best, your company is not your website, it's your people, Pay them well, they don't need to be focused on money, but rather on the company

Never "Work" Again, Once you love what you do, it's no longer work, Spend your time doing something that you love

Questions for Tom, How has your pricing changed over time?, Beginning pricing was quite difficult, Sideproject = i'll do it for free, I made nothing but misery, listen to the community feedback, make upgrades easy and easy to understand, they all want X feature, and are willing to pay more $$ for it., Time Machine advice to younger you?, take chances, put stuff out there, the best way to have good ideas is to have a lot of ideas., don't be so cautious

Peldi Guilizzoni Bologna, IT

Peldi Guilizzoni is the cheerful head honcho behind Balsamiq Mockups, the hottest (and most profitable) thing to hit wireframing since gluesticks. Peldi is Schnitzelconf-o-matic because: He not only took his product from spare-time to $2 million, he's also a true mensch!

Job Evolution of a successful, bootstrapped single-founder who doesn't want to grow too much., Doing the time, blogging, speaking, leading, ux books, keywords, coding, Be a sponge. do the 10k hours. become the best, Making it real, up the coding - 70%, decrease the others, Deliver Alpha. customer development., Be 'On Something', Making the Jump, 50% coding, competition, biz, webmaster, keywords, I didn't plan on selling a desktop version, now makes up 80% of our revenue, Launching, coding decreases, blogging, sales, support, biz, buzz, competition, metrics, webmaster, keywords, Some Traction!, Blogging, coding, sales, support, biz, buzz, competition, metrics, webmaster, Gaining Momentum, team, blogging, speaking, leading, sales, support, biz, buzz, competition, metrics, webmaster, coding- 30%, Growth, coding, team, blogging, speaking, leading, sales, support, biz, buzz, competition, Prepare to scale. Fill out the team. Make excellence the norm., Team in place, team, speaking, leading, sales, support, biz, buzz, competition, coding, Cultivate team. Prepare for real scale, Sustain, team, blogging, leading, sales, support, biz, buzz, competition, metrics, webmaster, ux books, keywords, coding

Metrics are great for optimizing, put it out there, and then optimize it, talk to your customers

Presentation available at:

Questions, Do you miss the coding?, yes. it's one of my goals to return to coding, people tell you: "as a CEO you're not going to be able to code anymore.", If i let the coding go, i feel like the company is a bit weaker., How did you track these numbers?, some are made up, Startup marketing advice, Peldi's blog, pricing attitude change?, give people a product/they pay, simple, free?, are you kidding?, either you're google or it's not going to work, Time Machine to younger self, learn about TDB sooner, automate admin stuff first, it's always worth the time to automate stuff first, do it in the beginning, and never experience the pain.

Geoffrey Grosenbach Seattle, WA

Geoff Grosenbach is the tremendous brain — and sultry voice — behind everyone's favorite screencast / ebook / software company, Peepcode. Geoff is SchnitzelConf-tastic because: He took a not-uncommon idea, and ran further and harder than anyone else.

There are thousands of decisions to make, Craftsmanship and Trust, The wisdom of crowds, Trust is why people give you money, Trust is why people will bur new products from you, You need to continually have new ideas, Don't release a product you're not proud of, Find Value where others don't see it, You can make money selling that?, Self Title: "Senior Visionary", What do i need to do?, what will people buy?, or not?, focus on small applications, enough to keep yourself employed, What should you build?, Monthly service, fixed amount every month, people get access to your product, can be difficult to convince people to sign up/sign on, Higher Priced one time product, can be hard as there's a lot of initial development, higher price can be harder to sell, Frequent inexpensive product, No commitment from end user, people can recommend to friends, easy to trial, Requires a lot of organization, planning ahead, ship often, How to establish pricing?, selling 3 versions of a product can be highly lucritive, users want the expensive one, but will settle for the medium, Manufacturers often make a few high priced items, knowing that consumers will default to the medium priced option, One Product, sell it 3 diff. ways, One time, 5 - 10 credits, 5 outsells 10, annual fee, Expect to change your pricing, experiment, Success?, how many employees do you have?, is this a measure of success?, less free time with more people, Try to subcontact as much as you can, your time is worth more than the things that you're doing, What am i doing that I can hand off?, Start a mailing list, tips, promotions, highlights, giveaway, Sales triple, Creative advertsing, different design for every blog post, hire an illustrator, use one product to sell the other, Avoid the expensive business card, $700 for 200?, I should just give people $5 every time I see them., Give away product, it costs you nothing and benefits can far outweigh the cost, Exercise!, engage your subconscious, walking away from work, Challenges?, difficult to make creative vs. business decisions., being a solo founder has worked for me, stay focused/try to avoid interruptions, schedule blocks of time, support, use flaky internet spots, avoid temptation

Questions for Geoffrey, How has your attitude towards pricing changed over time?, How do I charge for bulk licenses?, price/item * number of people, etc.., don't do any of that., Find some reasonable value/what's in your budget?, look at it from the customers' POV, Time Machine?, Don't be afraid to say no, rather than make a bad commitment., it's ok to walk away from 3 year deals, before the business has had a chance to grow.

Garrett Dimon Dallas, TX

Garrett Dimon is the designer-developer-superman behind Sifter, a lovely way to track issues, bugs, and support queries. Garrett is SchnitzelConf-eriffic because: He's the gutsiest single founder we know.

Going it Along - Staying sane as a solo founder, Sifter, available 24/7 - can be stressful, Having a Dog helps alot, had some startup capital, longtime friend, never saw product until it was in beta, 2003 Dream, End of 2007 Quit, End of 2008 Beta, Very end of 2008 Launch, Mid 2010 Full Time, Tough time being a one man show, customers need access all the time, What it's really like, Learn to multitask, a good day is only slightly chaotic, Stay focused, know the difference between urgent and a request, You're the only bottleneck, Ease of cohesiveness, Learn new things, welcome to the discomfort zone, in the short term, this will slow you down, ultimately - you're on top, eventually you will need to spend $$ to bring in help, hence the need to charge!, Support is your feedback loop, Rarely convenient. Always useful., Sometimes this will drag you down, But keeps you focused on what needs doing, Set Expectations, For customers' sake and yours, No need to answer emails in the middle of the night, the customer does not care if email is answered in 1 hour, or 1 day., People are a lot more understanding than you think., Set yourself up, nothing beats automation and remote administration, have fun with it!, helps with bringing people (staff) onboard, Get mobile, problems don't/won't wait for you to be at your desk, You can work from anywhere in the world, Don't Worry, Emergencies rarely are., Just let things go, dont let it drag you down, When there's a bug and it's being fixed, people are incredibly understanding, Invest in monitoring, monitoring tools are the new co-founders, when things go wrong - you want to know about it, preferably beforehand, Think Long Term, Rome wasn't built in a day, take breaks, spend time with friends and family, a good way to measure if you're working too hard., Reach Out, Other founders are virtual support groups, Other founders have faced the same problems, Take Care of Yourself, Remember, you're the single point of failure., If you get sick, you're entire business is sick, don't answer emails while sick, Friends and Family Rule, They are the next best thing to co-founders, burn out is even more difficult to overcome, Celebrate, All work and no play..., Prepare for bad days, Just pick yourself up, get a dog!, we're not building spaceships, it's not as bad as you think, Celebrate the small things, Questions for Garrett, How has pricing changed over time?, I want to drop the cheap stuff, I'd rather have half as many customers, but charge more, What would you tell yourself (Time Machine included), everyday was "how do i balance a reg. job, and answer support emails in a timely fashion?", The world won't end

Panel 1

Panel Discussion 1 solo and emerging businesses, Peldi Guilizzoni Bologna, IT, Post your position and mission statement out on a blog, let others see it -> they'll get excited about it!, Geoffrey Grosenbach Seattle, WA, Question 1, payment processing, hiring, what I can and most need to delegate, Question 2, About 9 months, Question 3, 3 Daves, Dave from Seattle that engineered a better coffee, managed to be a craftsman,, scours the EU for rare wines, markets via email, Dave Eggers, different ideas, still in keeping with the original vision, Question 4, Sure!, nice to be the one in charge now, and able to shape the course of the business, Question 5, hiring at least one person, maybe two could be a nice sweetspot, this would allow me to work on other things that are more enjoyable, Paul Campbell Dublin, IE, Question 1, Sales, putting a value on your product, enough to sell it., Question 2, Goal: to get in a position to buy a computer if I wanted to. Travel to where ever I wanted to., Was in debt until this past May, 6 month goal, I haven't done enough sales, there's no guarantee things are going to work out., Question 3, Tom Preston-Werner, Amy Hoy, Tobias Lütke, Question 4, I've never had a day job, Question 5, to do good work, an organization is organically forming, see what happens, Questions, What has been the biggest thing you've put off, avoided or tried to get around, How long did it take you until you could live off your product?, Who are your role models and why?, Has it all been worth it?, Where do you want to grow?, Tobias Lütke Ottawa, ON, Have fun hiring sales people, they love what they do, so let them do it, they'll go through 10-20 companies until they find the right company/product that matches their style, Garrett Dimon Dallas, TX, Question 1, Hiring, hesitant to bring others on board - equity is an empty promise, "Share information - don't be afraid of others copying you.", Question 2, 1.5 years, could have been 9 months,, if I hadn't bought a house in the middle, didn't want to put off getting married because of a business, Question 3, Peldi Guilizzoni, love the family approach, Amy Hoy, Tobias Lütke, I'm so excited about going to work with likeminded people, Question 4, Absolutely, Question 5, My goal is to get to 3-5 people, pour ourselves into it, if we get bored...start another product

Panel 2

Panel Discussion 2 non-subscription based sales, Geoffrey Grosenbach Seattle, WA, No intention to capitalize on my passion, just happened that way, selling products is much better than trying to monetize your podcast, Brand new content attracts attention, coming up with unique and interesting stuff, graphically interesting, Growing a bigger business doesn't have any value just because it's big, it's looking for the level of control and comfort, Half of my rev. is from subs., sales increased when option was given to buy in bulk, I want to produce content that people want to read, drives further subscriptions, Selling a tutorial, if it doesn't work - end user thinks it's their problem, Selling a piece of software, people want it to work right out of the box, Peldi Guilizzoni Bologna, IT, I had my first sale a week before I launched, got there through SEO, and blog, I have the opposite problem, the 4 pillars of organic growth, I'm overwhelmed by support, subscription, optional components, We are now 2 years ahead of my dream, 5-6 people doing great work, loving what they do., Have you thought about raising prices and having less customers?, yes and no, if you raise your price too much, you make a hole under you for others to come in., You never know when people are going to stop buying your product, desktop version:, alot of people want it, instead of SaaS, it might become Software AND Services, Every business will eventually need best in class mobile and web, Have you done the numbers - revenue dedicated to support?, No., but a lot of my day goes to support, out of the 6 full time, half of that time is sales support, compete with customers on usability and support, Adii Rockstar Capetown, SA, Within the first hour of putting up my first theme, used my personal blog as promotion, Now, it's a much bigger decision, good marketing - contacting other people, tweeted, reblogged, Even though you can justify growth, do you really want to do it?, no amount of financial success can give you "life moments" back, The challenge is always there, devising a plan or product that can double revenue overnight, You can't forcast, monthly revenue is 70% from one off sales, with a subscription you can take a progressive approach, one offs need massive diversification, the customer indicates their commitment level, it's important not to dictate to your users how they should spend their hard earned money, leave the choice to users, multiple business models facilitate this, It's not just fixing bugs, support is a drain on resources, client work for free, Questions, How long did it take you to get your first customer?, What are you doing to sustain growth/momentum?, Are you still lured by the "Ooo...if we do this one thing, we'll have a lot more money" thing?, What would you say are the upsides and downsides of selling a one time downloadable product?, Where do you want to grow?

Panel 3

Panel Discussion 3 Growth, Geoffrey Grosenbach Seattle, WA, Tobias Lütke Ottawa, ON, We tried every software on the market, customers that use the software, really like it, Communicating vision, develop a strong distortion of reality, you can't really plan for more than 6 months in advance, anything else is guessing., I did all the customer support for the first few years, built out a team of Shopify guru's, mitigating support, you learn about opportunities for you business by listening to your customers., Think big, startup put up a contest award of $100k, massive success, ROI achieved before contest was over, Peldi Guilizzoni Bologna, IT, We're not that big that we have conflicting visions, hired people I was in sync with, the vision is still the name, a little too much still in my head, based on customer feedback, a give and take between what I want to do, and what people want to do with the ap., It's stayed the same., building tutorials, I'm a bit slower replying than i would like, Team building, outcome was far better than I could have imagined., we became a single unit, Adii Rockstar Capetown, SA, Allow people to make better websites - cheaper, listen to the customers, Semi-doing what they want, Learned to slow down a little, keep the team small, woo on the slopes, If we have to add someone to the team to achieve goals, then yes - larger is better, if that means 100 people working on the team, as long as it doesn't compromise my lifestyle, then by all means..., I've become more obsessed with email, as long as we can get to a specific user ASAP, things are still fine, start email at the top, answering an email quickly is a win, the guy who sent an email 12 hours ago, won't mind waiting another 2 hrs., Read "Delivering Happiness", Don't try and be something that you're not, embrace the difference, Tom Preston-Werner San Francisco, CA, The company becomes the compelling idea, We sit in campfire alot, we talk so much, that the vision becomes shared., Not yet decided, but we shouldn't have to in the beginning, we believe that everyone who uses the product will be better off for it, It's good to be restrained in hiring, we will wait until 4 months after we need someone until we hire them, someone that is going to be idle is toxic to a company, you shouldn't have to decide immediately, It's absolutely changed, early days, Tom and Chris would handle support, a tidal wave of unclosed tickets., hired a full time support person to handle Tender, employee#2 - 5th team member, fast response time is key, twitter, Team, you spend so much time with these people, if you can foster an environment that's fun and productive, you've won., Don't be afraid to say you're small, You're in a position to provide individual attention and support, Take your weaknesses and turn them into selling points, we're only 2 people, and that makes us special, we're from this obscure place, that makes us special, Don't forget the global market, don't forget about the rest of the world outside your homeland/continent, Questions, As size grows, how have you kept your vision alive?, How large do you want to grow?, What's changed in regards to your customer interaction since your product has become popular?

Panel 4

Panel Discussions 4 - Price justification, Michael Buffington San Francisco, CA, We help people...thus the subscription, We see a ton of edge case stuff, we've had to go after features that customers want, but have to balance it with industry standard compliance, billing on the 15th and 31st, Pricing: setting yourself up to easily grandfather subs. is good to focus on in the beginning, Drive, Dan Pink, Tom Preston-Werner San Francisco, CA, Small dollar amount + big value, subscription fits with a hosted service, life without value becomes inconceivable, what would you do if we shut down tomorrow?, When you're'll know about it., twitter, create a status site on heroku, address it, keep people calm, people like and want to use your service so much, they complain when it's not available, enterprise version - in house solution, Drawbacks:, Trying to serve a lot of people with just one subscription, Custom plans, people who want to invoice, screw you, no, yes, let's figure out how to do invoices, Changing your pricing is extremely hard, continue paying same prices, but introduce added value services, Pricing = aim high(er), people love it when you lower your prices, price is reflective of self perceived value, upselling is harder than selling, It's not necessarily about how much you want to charge, but rather, a wide market share by having low entry prices, There's benefit in making a personal appeal, we're 6 months in, and we think our pricing was too low., here are the new features, added value, etc., Founders at Work, Jessica Livingston, Tobias Lütke Ottawa, ON, They pay us monthly, because if they don't we take our product away, They start a lot slower than you think, conversely, revenue will grow exponentially, do covert analysis, look at how much money you make from people during a given time period, Pancake of cohorts, You must grandfather in current customers when raising prices, designers who are in the process of negotiating with clients, etc.., new features that only new customers (higher paying) get, encourages new upgrades, include a 'crazy' plan, i.e. an option that people will not want to buy, but will go for the 'medium' option, Influence Psychology of Persuasion, Robert Cialdini, Garrett Dimon Dallas, TX, Teams that want to collaborate, In general, the big benefit = no invoicing, downside: something that's hosted, when the server goes down, you're the one up in the middle of the night fixing things, problems are amplified, you find them faster, they inconvenience more people, you'll never do a better job self hosting than a dedicated hosting provider, up and accessible 24/7/365, Small Is The New Big, Seth Godin, The Timeless Way of Building, Christopher Alexander, Questions, What value do you provide that justifies your subscription?, What are the special challenges and benefits of running a subscription model?


Where will Schnitzelconf be held? In a nasty 1980s hotel ballroom? NO! In a sea of fusty faux red velour that's been crushed by 5 decades of butts in suits? No! Behind the lion, up the stairs… Yes, we're holding our conference in Vienna's incredible Museum of Natural History! It's the center of everything, and so easy to get to, with scenery that can't be beat. And, by the way, we'll have the museum to ourselves. We'll have snacks and lunch in this very (gorgeous) lobby, and the gorgeous staircases and scenery will be ours to look upon while we munch, chat, query, and connect. It's gonna rule!


SchnitzelConf is a 1-day, full-contact conference in Vienna, Austria on September 7. The focus: creating products, launching businesses, and charging real money.


You'll meet and learn from the founders of successful bootstrapped businesses—including Software as a Service, downloadable software, and digital goods. Hard-won knowledge will be shared. Fun will be had. Wine will be drunk. Inspiration will be sparked.


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Book Recommendations

Michael Buffington San Francisco, CA

Michael Buffington has done it all, seen it all: he's been employed, freelanced, founded an acquired startup (more than once). He's currently Director of Grasshopper Labs, a bootstrapped products company. Michael is Keynote-speaker-riffic because he has done it all, and he can speak authoritatively, from experience, on the most fun & rewarding thing of all. He is here to PUMP. YOU. UP!

Drive, Dan Pink

Tom Preston-Werner San Francisco, CA

Tom Preston-Werner is a crackerjack developer, accomplished essayist, maker of Gravatar and one-half of the original founding team of GitHub. Tom is Schnitzelconf-fabulous because: He turned down (big) easy money to work on his dream — then worked his tail off to make that gamble pay.

Founders at Work, Jessica Livingston

Tobias Lütke Ottawa, ON

Tobi Lütke, a German expat, is one-half of the original founding team of Shopify, the friendliest do-it-yourself ecommerce platform. Tobi is Schnitzelconf-orous because: He grew an ecommerce empire out of an online snowboarding shop, and made lots of changes along the way.

Influence Psychology of Persuasion, Robert Cialdini

Amy Hoy Vienna, AT

Amy Hoy, believes Europe is full of entrepreneurial spirit, but tech product entrepreneurs fall almost exclusively into the shoot-the-moon-and-boil-the-ocean category. That's why she started a conference, of course — so fantastic people come and tell us their stories. She's @amyhoy on Twitter.

Rules for Revolutionaries, Guy Kawasaki


Predictably Irrational, Dan Ariely

The Timeless Way of Building, Christopher Alexander

Pricing With Confidence, Reed Holden, Mark Burton

Secrets of Power Negotiating, Roger Dawson

Garrett Dimon Dallas, TX

Garrett Dimon is the designer-developer-superman behind Sifter, a lovely way to track issues, bugs, and support queries. Garrett is SchnitzelConf-eriffic because: He's the gutsiest single founder we know.

Small Is The New Big, Seth Godin

Peldi Guilizzoni Bologna, IT

Peldi Guilizzoni is the cheerful head honcho behind Balsamiq Mockups, the hottest (and most profitable) thing to hit wireframing since gluesticks. Peldi is Schnitzelconf-o-matic because: He not only took his product from spare-time to $2 million, he's also a true mensch!

Growing a Business, Paul Hawken