Rescuing from obscurity…

Aging well!

Want a quick introduction to social media for your startup and getting “the media” to pay attention to it? Here’s Chapter 6 “Social Media and your Startup” from my book The Web Startup Success GuideGuide. (I rescued this sample chapter from obscurity at

What’s in this free chapter: Cluetrain, building social media radar, doing Twitter right , drinking from the RSS firehose with  Google Reader with PostRank, building your startup’s blog, getting big news blogger and media attention, creating a community.

And Interviews with: Andy Wibbels, Mike Gunderloy, Marshall Kirkpatrick, Rafe Needleman, Al Harberg, Les Suzukamo, Luke Armour, Ginevara Whalen, Matt Johnson, Veronica Jorden, and Maria Sipka. All good stuff, and some very good advice from people who know what they are talking about.

While the book is 2 years old, the content is current, useful, I’d like to think entertaining, exclusive, and free! Give it a read, let me know what you think.


A prelaunch page for your startup

Startups can survive anything except obscurity, which is why you need to start building your audience and market for your startup before you start coding your killer disruptive app. One very effective approach is creating a prelaunch page for your startup. That’s what I’ve done today for Project Y – a.k.a

Your modest objectives for this page are threefold: win a tiny modicum of attention, get permission to at least announce (if not market) via email your startup to potential customers, and win a toehold for your startup in Google’s search results. It is not to list the 24 features of your app, promise the world, or (with apologies to LaunchRock) “go viral” before you have anything to show.

Here’s what that list of people willing to at least look at your startup gets you:

  • Huge morale boost as you see real people who aren’t being nice to you interested in your startup. Akin to getting date with Angelina Jolie because she’s interested in you.
  • A pool of potential private beta customers who can hammer on your product, provide testimonials or even pay for your beta product.
  • A beginning to the customer discovery process as you engage with these earliest of adopters – a process you ignore at your peril.
So how do you create a great, memorable prelaunch page quickly for next to nothing? WordPress of course! Here’s how I did it: total time, about two hours.
  1. In one of my two favorite hosting services,, assigned to a subdirectory, installed via SimpleScripts the latest stable build of WorkPress. (5 minutes)
  2. Went on to Themeforest, went looking at landing pages, prelaunch pages: way too many choices, most too complicated for what should be a very limited experience. (30 minutes)
  3. Googled around a bit and found LaunchEffecta free WordPress theme for viral launches. Turns out it’s not just software startups that need prelaunch pages. Downloaded, installed, filled out all but the main copy. (15 minutes)
  4. Now for the image. The point of a prelaunch site is emotion. Not marketing, customer education, or self-congratulation. You want one image that grabs the visitor’s attention and connects emotionally with them – at least enough so they will provide an email.
  5. Checked out my usual image source – – but then went over to Themeforest’s new sister site for images, PhotoDune – and found two shots that I think connect the visitor to my startup. (PhotoDune’s half the price of istockphoto pricing and 50% credit back for November purchases didn’t hurt.) (5 minutes – really.)
  6. Resized the image, wrote the first cut of the copy (pulling from my running file of DM marketing concepts and pitches).  (20 minutes.) Let it stew overnight so I could have a fresh look at it this morning.
  7. Tweaked the copy and its CSS this morning (h2 line-height) while writing this post, found that you do need something in the “Description text, after submit” field, and set up a new Google Analytics tracking code. (30 minutes)
  • Biggest issue with this first version of LaunchEffect is it does not integrate with a double opt-in mailing service like Mailchimp. The developer is promising this by November 15.
  • Remember, this is all about emotion – and forging with the image an emotional connection.
So there you have it: a creditable prelaunch page for your startup in two hours. Now my problem is which of these two images works better?

Do you like Photo A or B for’s prelaunch page?

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Prelaunch A

Prelaunch B


Picking a VPS – or getting Rackspace for free!


This post started out on my list of non-programming tasks for Project Y as “Find an inexpensive VPS.” Unless you’re creating desktop software (Why? In this day and age?) with a zero net footprint, you’re going to want at least a Virtual Private Server for your app or service to call home.

So who do you pick? The heuristic for this looks something like this:

  1. Ask your startup friends who they host with.
  2. Check out what others have to say at Quora and Stack Exchange/Stack Overflow.
  3. Run Google searches like “Best VPS hosting 2011“, “Top 10 VPS hosting 2011“. (There’s a great deal of SEO spin and fake “comparisons” awaiting the gullible. Any hosting company you’ve never heard of that is the #1 choice for no less than 3 comparison pages is not someone you should trust.)
  4. Look through the results of #2, #3 (skeptically!), and look closely at your startup friends’ hosting companies.
  5. Wish you could afford Rackspace, but hey, you are funding this on the side and they’re expensive.

I IM’ed Rackspace, just on the off chance they had some really low end deal that I could afford. They did: Free.

Rackspace for Startups provides qualifying startups with free hosting/other services to the tune of at least $1,000 a month for at least 6 months. That’s a lot of cloud hosting, file storage, and more. A lot.

It turns out that the Rackspace for Startups initiative is being run by Rob La Gesse, Chief Disruption Officer (yep, that’s his title), who I met and connected with a few years back. He’s Robert Scoble’s manager at Rackspace. After I applied (and before I got in), I Interviewed Rob on why Rackspace was giving it away to startups:

Q: Why is Rackspace giving away to startups free cloud hosting? I thought you guys wanted paying customers!

A: We targeted startups for several reasons – they are much more likely to adopt cloud computing, for example.  They also have a huge potential for growth.  We give the service away so these companies try our cloud.  We are confident that once they do – and once they experience our Fanatical Support, that they will choose to stay with Rackspace as their business grows.

Q: Does everybody going through one of your listed startup incubators get this offer?

A: Yes.

Q:  If you’re a self-funded startup, how do you qualify?

A:  Classified :) Actually – right now almost everyone is qualifying.  [ I can vouch for that :)] We have turned down a few people that were basically just doing a blog.  The program is aimed at companies writing applications.

Q: How many startups (self-funded or incubated) are in the program? How much room is there in the program?

A:  This really is classified.  We have a huge number of companies in the program and plenty of room for more, but we won;t be sharing those numbers for competitive reasons.

Q:  What’s the turnaround time between applying at and getting notified if you’re in?

A:  Usually less than a week – unless we get backed up for some reason (the flu is hitting hard here right now, which slows us down a bit – for example).

Q: For purposes of this program what’s a “self-funded startup”? A guy and his cat? Just the cat? Microsoft BizSpark’s definition of a company making less than $1m revenue a year, younger than 3 years?

A: If that cat can fill out the form and code, we will support it! We don’t have a rigid definition.  Generally someone that has not been accepted to an incubator and has not taken angel/VC funding.

Q: When do you kick people out of the program? A year, 2 years?

A: Our relationships with the incubators vary – and so does the duration of the offer. Minimum duration is six months though.

Q: Do even tiny little startups get the full Fanatical Support treatment (not to mention 4,000 sendmail slots a month) or are they all locked away on a 10 year old Dell server Rackspace tech use to test video games on?

A: Trust me – we use only the latest technology for our gaming servers! And yes, even the tiniest startups get the Rackspace and Sendmail love :)

Q: What exactly do they get? What if they need 4 server instances (dev, test, production, TechChrunch)?

A: They get a dollar amount of hosting/month.  99 % of the companies in the program do not utilize the full extent of the offer.

Long story short, I got into the Rackspace Startup Program (if I got in, you can too.). Only other requirement worth mentioning when you sign their offer letter is your startup will need to have a “powered by Rackspace” logo on the main landing page of your primary site. Or put another way, your tiny little startup gets to put the logo of one of the most respected IT businesses around on its home page.

Two takeaways here:

In case you scanned this post, if you are pre-server infrastructure (or are tired of your crappy VPS’s lame support), go over to the Rackspace for Startups program and apply. You’ll get an answer in a week.

What could you do building a customer base, getting attention and building your numbers if for the first 6 months – maybe longer – you have zero server costs? What if you can afford to have a million customers before you started changing?

Give it a listen today!

The Business of Software Conference starting today in Boston is live streaming, beginning at 9am Eastern. If you want to hear and watch some of the sharpest minds in the software business, get yourself registered on this page and start partaking.

Here’s the speaker schedule, with my personal favorites/recommendations in bold
(All times are Eastern):

Monday, October 24th

  • 9:00 AM – 10:30 AM Clayton Christensen – How to Create New Growth Businesses in a Risk-Minimizing Environment
  • 10:45 AM – 11:45 AM Jason Cohen – Naked Business: How I made more money through honesty than through typical business behavior.)
  • 11:45 AM – 12:45 PM Alex Osterwalder – Building Competitive Advantage through Business Model Thinking
  • 2:00 PM – 3:00 PM Dharmesh Shah – Insights And Musings On The Business of Software
  • 4:45 PM – 5:45 PM Jeff Lawson
  • 5:45 PM – 6:15 PM Tobias Lütke – How to make sure your business is on the right side of history through code and culture.

Tuesday, October 25th

  • 9:00 AM – 10:00 AM Patrick McKenzie – Engineering Your Marketing Outcomes
  • 10:15 AM – 11:15 AM Laura Fitton
  • 11:15 AM – 12:15 PM Josh Linkner – Unleashing Creativity
  • 1:30 PM – 2:30 PM Rory Sutherland – Praxeology: Lessons from a lost science
  • 2:30 PM – 3:15 PM Lightning Talks Five finalists present 15 slides in 30 seconds each. That’s 7 minutes 30 seconds, then sit down.
  • Corey Reid, Freshbooks
  • Karl Treier, Prospect Stream
  • Patrick Foley, Microsoft
  • Justin Goeres, JKI
  • Tyler Rooney, 4ormat
  • 3:45 PM – 4:45 PM Michael McDerment – CEO and Co-Founder of Freshbooks.
  • 4:45 PM – 5:45 PM Peldi & John Nese – An Interview with John Nese

Wednesday, October 26th

  • 9:00 AM – 10:00 AM Paul Kenny – The art of asking!
  • 10:15 AM – 11:15 AM David Cancel
  • 11:15 AM – 12:15 PM Alexis Ohanian

Give me what I want

Okay! There’s countless small and large projects that need to be accomplished on the road to a successful self-funded startup; don’t be shy asking for what you’d like to see here. 

Starting today, you’ll find the Y Project has its own page, and you can vote which post you want to see me research and write next:

Which of these posts would you like to see me research and write?

View Results

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Interested in something else? Comment here or on the Y Project page.

Finding a great startup domain name

There’s thousands of advice posts on picking a domain name; In this post I’ll try to filter down to the few most important ideas, take a quick look at how the interaction between name and market focus work, and share 6 online tools that I found useful in my hunt for Project Y’s URL.

The basics

Let’s start with the obvious traits of a good URL:

  • The shorter the better,
  • Catchy,
  • Easy to spell and pronounce,
  • Be .com if at all possible,
  • Not give some other company cause to sue your startup for trademark infringement,
  • Perfect for your startup now and until it’s larger than Google.

(That last bullet is not going to happen, especially if you fixate on finding the perfect domain name instead of accepting the reality that you’re looking for a good enough solution based on a reasonable amount of time – say 2 hours – spent on this.)

Discoverable or Brandable?

All that is fine, but it’s not enough. Here’s an question from a Smashing Mag post that cuts to the heart of the matter: Discoverable or Brandable? Are you looking for a domain name that has something to do with what your startup will be selling, or are you looking for a word – real or not – that you can build a brand around?

There is no one right answer to this, but I think if you’re building a self-funded startup, a discoverable domain name, a URL that contains or connects to the problem domain you are addressing makes the most sense.

First, your Prime Enemy as self-funded startup is obscurity: literally every decision you make needs to gravitate towards increasing your Internet exposure, reach and discoverability. Second, building a brand takes time, money, and more money. That’s not in the realm of the doable for you if you’re self funding.

If you take a look at some of the best known brand names in tech – Microsoft, Google and Twitter jump to mind – these names connect with the core ideas (software for micro versus minicomputers, a whole lot of something, and incessant, background communication) – they were discoverable long before they became brandable.

So how do you make a startup “discoverable” via just a short character string? Here’s two words that help: metaphor and portmanteau.

  • A good metaphor packs a lot of information, context and emotion into a small useful package. For example, when you see a job posting for a rockstar programmer, they’re not talking about your musical ability, they’re telegraphing they want someone who stands out from the crowd.
  • A portmanteau is a freshly minted term that combines two objects or ideas, for example smog, wikipedia and spork.

Since you’re building a startup, you should be in the business of creating something new. Think about what widely recognized ideas/associations/keywords orbit your solution and its problem, and how you might be able to combine one of those words with the emotional payload of your product.

Domain naming tools

Here’s an assortment of sites you’ll want to open in your browser when you sit down to find your startup’s domain:

  • Domainr – If the perfect .com URL is already owned, what about some top level domain varient like or Domainr makes it easy to find these kinds of URLs, but the easy way out now means a business lifetime of having to explain just how to spell your domain.
  • Domize – While sites abound that will let you perform a quick URL check, I think Domize performs this service without irradiating your eyeballs with dozens of ads. Its ajax-enabled results list is fast and useful, letting you cover more possiblities.
  • Domainsbot – Is a shotgun approach, quickly generating hundreds of variations.
  • Looking for another word that might be less domainized? Check out both VisuWords and VisualThesaurus to help you.
  • My favorite domain-finding tool is the Merriam-Webster Visual Dictionary Online – enter a word, like say peg, and see what it actually is – a very handy way (see below) of finding physically related objects that may be less used in domain names, but still on target.

Welcome to the Jason Test!

So how do you test a domain Name? Jason Cohen, serial startup founder and founder of, has a bit of wisdom that makes testing domain names easy:

What can I tell about your startup just from its domain name?

My twist on this: For your target market, what does that domain name say about your startup? I don’t care what high school students, people studying a language, or premeds trying to swot all that terminology (although I might one day); I want to know working developers and the like think of the domain name.

Asking 5 people “what do you think does?” is a great way of gauging just how discoverable your name is. Five is what I consider a quick measurement – the more the better. Asking 20 people who are members of your target market what they think your domain name means is a great start down the customer discovery path.

Put it to the test Bob!

Originally, I was thinking Y would be a more general tool than just for developers who need to commit to long term memory massive amounts of knowledge. Repeatedly, I struck out finding a domain name. Interestingly enough, when I decided to narrow this app to a specific market (another post for another day), it got considerably easier to find a good domain name.

Given my working definition of Project Y as a solution for (“online folk who need a streamlined way to get info from the web into their own personal long term memory“) what’s a good URL? Y is about memory and “online folk” primarily developers: bingo! Say hello to

As I researched this article, and I was playing around with the various URL tools, I came up with an alternative – Specifically, I was checking the Merriam-Webster Visual Dictionary Online for the word peg, realized that a peg is both a term often used in memory systems and “a detachable part inserted into one of the openings on the work surface to clamp an object between its jaws.” While is taken, it led me to (also taken) and then and is good, but it’s too broad for the app I’m doing. (If I were a funded startup bent on revolutionizing the memory capacity of humanity for a small monthly fee, it would definitely work. Go for it if you’re so inclined.)

Wrap it up

Here’s what I’d suggest as a working heuristic for finding your startup’s name in the Internet heavens:

  1. Obey the basic rules of good URL naming,
  2. Isolate the key concepts/markets/associations relevant to your app,
  3. Use fast online tools to check for availability and variations of those concepts and to dig deeper into those concepts looking for more market relevant variations.
  4. Apply the Jason Test: What does your domain name mean to your target market?
  5. Repeat until you have a winner – but don’t waste time trying to find the perfect domain name.

I field tested with a 5 friends via IM and liked the results. Now it’s your turn:

What do you think is about? Please add your comment!

Remember the future with

(A while back I’d planned to launch a new productivity site,, but it makes more sense to fold that effort into 47Hats. So, here’s the first of a series of posts on tools and services for improved online productivity. Note the .pdf download at the end of the post! :))

The more people you interact with in, the harder it is to remember to follow up with them. Enter (FUT) – an elegant alternative to missed deadlines, dropped conversations, and things in general falling through the cracks.
Here’s a few examples of what this free service can do for you, starting right now:

  • You email a friend, coworker, your boss a question. More times than not, if they don’t reply you won’t remember. Instead, you BCC and three days later you get a reminder from FUT with a copy of your email.
  • Your girlfriend, boyfriend or just a friend has an important event coming up in a few months. Usually you’d shortchange them and you because you either forget it entirely, or don’t prepare to do it right. With FUT, you slap together and an email with info on the event – say your anniversary – a couple of to do’s (get flowers, gift) and email that to Come March 12th, you get that email back – just when you need it.
  • You’re working on a project and have nailed down who is supposed to do what. You’ve got what you have to do neatly tucked away in your GTD system, but do they? In the recap email you send CC and all recepients will get a reminder email every friday until you turn this off. Don’t like the generic look of that reminder? Spend $24 for the year to upgrade and add your logo, custom colors and custom explanation, and remind via SMS.

FUT is elegant – for the price of adding an email address, you get back a clear reminder exactly when you need it. No more wasting time emailing back and forth “Have you looked at x,y and z yet?” “no I haven’t can you send me that email again?”
I’ve been using FUT for two months now to:

  • Make sure to send my girlfriend’s weekly timesheet in on Sundays at 4pm.
  • Remember to evaluate that awesome new online tool I just signed up for before the free trial expires (
  • Remind me when a book by an author I like is set to go on sale at Amazon so I can don’t waste my time checking again.
  • Send low value emails I need to respond to my least productive time of the week (

To start using the, just email

  • 47hats Extra
    47hats Extra

    47hats premium content

  • A Extra for you.


Starting something new… Project Y.

One of the weirder things I do is tackle multiple problems with one solution. Sometimes it works, sometimes not, but it tends to make life… interesting.

So here are the problems I’m out to solve:

  • I’m looking for a big fat hook I can hang great content on here, that you’re going to want to read and remark on. I can write about a lot of things, but it’s more fun, useful and interesting when they tie together into something bigger.
  • I need to get back into developing. While I love to write and am pretty good at it, there was a reason I got out of reporting – I want to build things, not just talk about them. Having done zero coding for nearly a year, I need to build up my programmer muscles, and get back up to speed with what’s going on in the Rails community these days (short answer: a lot! 3.1, CoffeeScript, Saas, jQuery…!). And there’s the not small motivation that developing in Rails pays well, but you need to be able to show you can do the job as it’s defined today, not a year ago. (digression: Railcasts has just added premium ‘casts – sign. up. now.)
  • I’m writing this book, WordPress for Startups, and while I like where it’s going, I want to include in it a real startup’s site that I can mercilessly critique. Volunteers for public beatings are not abundant.
  • I’ve been doing way more reading/talking this past year about the humanity-wide social media party in progress than actually participating. It’s time to go back in and enjoy the party, and that means bringing something to share.
  • Getting older is a drag, and the box I in my head where I store all that programming knowledge needs a good clean out and refurbishing. As easy as it is to Google everything (Stack Overflow everything), I want a better way of learning how to proficiently and fluently code. Have looked all over the interwebs and while there are flashcard/memorization dorky web apps for students, there’s nothing I’ve found suits aging online entrepreneur developers who need to learn 2.5+ programming languages fast. Sounds like an unmet need to me!
So, here’s my solution: Build a useful web app for online folk who need a streamlined way to get info from the web into their own personal long term memory. Detail here what I learn about what works and doesn’t work – circa late 2011 – as I tackle all those not the actual coding issues that every self-funded startup founder has to grapple with. Rinse, lather, repeat.
First up – Picking a URL.

Missing Steve, Reason #1: the “Internal Error Occurred” debacle.

I miss Steve. I miss him a lot. Especially after spending the past 4 hours trapped in the “Internal Error Occurred” debacle (reported herehere, and even here, and anywhere else Apple-centric on the web), unsuccessfully upgrading my iPad and iPhone to iOS5.

For my snickering Windows friends (I’m thinking of you, Pat!), today’s waste of what could have been a productive day began by being the good early adopter and pounding away at the iTunes upgrade button since 5am, then receiving the anointed Best New Thing about 10am, waiting about an hour for the inescapable backup, install, and then after all that, install fails with a bullshit “internal error occurred.” Again and again and again.

(* Image above is what you get if you try the “let’s restore not upgrade” solution. At least it’s honest. Stupidly lame, but honest.)

Contrast the “Internal Error Occurred” debacle to the Lion OS upgrade of July 20th – which was the most uneventful OS upgrade, ever, a month before Steve stepped down.



Here, we go, again.

Whirr. Click. Clank! Reboot complete – 47hats is back! Having taken a long virtual walk to clear my head about what I want to do here, I’m writing again about what matters to me (and hopefully you): the Startup World, productivity in the early days of the Internet Age, and sundry other topics.

Redoing this site has been very much a case of eating my own dog food (or in my case cat food): I’ve been taking my own advice from WordPress for Startups, my next book. WordPress is an awesomely powerful codebase for anyone who wants to build a great site for their business without spending huge amounts of time and money. But like a lot of the progeny of the Internet, understanding some of the deeper truths about it helps:

  • A lot happens in a few Internet years. The workflows that made sense a few years ago can come back to bite you now. Case in point: Featured Images in posts, added to WordPress about two years ago, gave theme developers lots of new functionality to work with. That’s the good news. The bad news comes in if you’re ignored this new feature. If you just keep adding images to posts the way you used to pre-Featured Images, you could end up a corpus of 700+ posts that as far as modern themes are concerned are just so much text. Ouch. Which brings me to point 2:
  • Look within your given online community for who’s already solved your problem. The number 1 reason to do you site in WordPress has to be the hundreds of thousands of developers, designers and artists who are part of the WordPress Community. For example those 700+ posts I’d have to go through manually to generate featured images for. Let me introduce you one of the 16,000+ WordPress Plugins: Generate Post Thumbnails. Install it, run it, and let it do the heavy lifting for you.
  • When adopting major software, or components for that software, there’s no such thing as having too much support. It can be an enlightening experience as software developer when you start getting jabbed in the side by some other developer’s idea of what you should be doing with their creation. If there’s one thing 30 years of dealing with software has taught me is that every single application has built into its core a set of assumptions about the world, what problem it is solving and what is the “right” way to solve that problem. If you situation is different, you’re mileage will vary. A lot. And that when you are going to want help.
  • Accept un-perfection and move on. There will be times when the effort cost of fixing something is way too expensive. For instance, either manually editing and resaving each of 700+ posts to not use use features images when displaying just the post, or running a fairly complex SQL query on my (don’t touch it!) WP database to generate the needed records in wp-postmeta. So, I’ve done the last dozen or so posts, and the rest will have to wait for a while.
Anyway – So how do you like the new look and feel of 47hats?