I have run my own custom software development shop for the last few years. We've learned and grown and have built up a decent roster of clients including many Fortune 100s. We use the revenue from our services to fund the development of our own products (under other brand names) and recently decided to create a course for developers to help them do what we've done. We've named this product [Dev Shop U] (www.devshopu.com)
Thesis Given the proliferation of coder boot camps in the past few years, we believe that the alumni from those programs are coming to a point in their career where they may want to go independent and would benefit by learning from the mistakes of those that did so before them.
Product We're starting with a 3-webinar series (90 minutes each), but have plans to develop an entire curriculum if it's well-received. We're modeling it after a standard university format where the 100-level is intro and foundational, then users will be able to take electives in specific areas that they'd like to learn more about or that fit their specific situation.
Format We're using a webinar-style delivery mechanism, but the actual format is more of a talk show, wherein I serve as a host and we bring in CEOs from other dev shops to be guest speakers on the specific topics we're covering in that module. The electives will likely just taught by the experts in that area (a CPA for corporate tax, a lawyer for corporate law, etc.)
Pricing We have tested a handful of price points and will continue to experiment with it until we have a clear indication of what the market will bear. The content we're providing is not the kind of thing that's easily found in a MOOC because it's highly targeted and specific to building a dev shop, so we don't want to under-price it. However, we built this to help others get their fledgling businesses off the ground, so we want to make it affordable too. It's currently priced at $199 (minus a discount for the launch.)
Marketing strategy We are partnering with dev boot camps and meetup groups to find our audience. We have gotten some good feedback and validation from those partners, but the market will give us our ultimate validation. We're still in the testing phase, so if we don't get real sales traction, we'll move on to another idea. If we do, then we'll invest into making this as good a product as it can be.
Other considerations People sometimes ask me if this product will create competition for our services business. Yes, technically, it might... but we've been in the services business long enough to know that most of the time, it's coopetition, not competition.
So, that's it at a high level. I'd be happy to answer any questions you might have. AMA!
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