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- Wiley
More About This Title Business Patterns for Software Developers
English
English
Contents ix
Foreword xiii
Acknowledgements xvii
Chapter 1 Introduction 1
The Whole 2
The Journey to Business Patterns 6
Audience 8
A Story Book 9
Limits of the Book 10
Book Structure and How to Read 10
Sequence Diagrams 11
Comments Please 12
Chapter 2 Structure of the Software Industry 13
Types of Companies 13
Outsource and Offshore 22
Vendors and the Software Stack 24
The ISV / ESP Divide 27
Closing Words 33
Chapter 3 Software Company Lifecycle 35
Early Days 36
Growing 37
Post Start-up Middle Age 42
Investor Exit 43
Death of a Software Company 45
Death Throes 46
Walking Dead 48
Closing Words 49
Chapter 4 Strategy 51
What is Strategy? 52
Strategy, not Plans 54
Strategy as a Pattern 56
Generative Patterns 56
Identifying Strategy 58
Strategy Parallels Software Design 62
Strategy for Software Creators 65
Closing Words 68
Chapter 5 Funding the Start 71
Bootstrapping 72
Friends and Family 73
Banks 73
Angels 74
Venture Capital 74
Private Equity 75
Investor Exit 76
Funding Timing 77
Love–hate with Venture Capital 79
Closing Words 81
Chapter 6 What to Build – Patterns about Products 83
Customisation, Platforms, Frameworks and Product Lines 87
Poacher Turned Gamekeeper 91
Customer Co-Created Product 95
Simpler Product 100
Same Customers, Different Product 105
Core Product Only 110
Customisable Product 115
Simple Product Variations 121
Chapter 7 Marketing 125
The Missing Link 128
Whole Product 131
Homogenous Customers 136
Segmented Customers 141
Customer Understanding 146
Expeditionary Marketing 153
Contents xi
Chapter 8 Distribution Model 157
Direct Sales 159
Distributors 163
Choosing a Distribution Model 165
Different Product, Different Channel 166
Chapter 9 Patterns of Direct Distribution 169
Branded Shops 172
Internet Store 177
Named Sales People 182
Account Management 187
Sales/Technical Double Act 192
Chapter 10 Patterns of Indirect Distribution 197
Local Guide 200
Value Added Reseller 203
White Label 208
Independent Retailer 213
Wholesaler 217
Chapter 11 Services 221
Crossover 222
The Missing Pattern: Product from Services 225
Tailored Products – 'Specials' 229
Customise or Co-create? 233
When Services Distract from Product 234
Closing Words 238
Chapter 12 Patterns about Services 239
Products with Services 242
Initial Help 248
Lifetime Services for Products 252
Professional Services Team 258
Services Feedback 262
Personal Service 265
Self-Service 268
Corporate Certified Experts 272
Packaged Services 276
Chapter 13 Patterns about Organising Product Companies 281
Capabilities 283
Structure 286
Services Before Product 288
Single Product Company 292
Product Portfolio 296
Product Roadmap 302
Complementor, Not Competitor 309
Innovative Products 313
Separate Imaginative Teams 318
Appendix A About Patterns 323
What Is a Pattern? 324
Pattern Languages 332
Pattern Sequences 333
Improvising with Patterns 335
Anti-patterns 336
How to Read a Pattern 336
How to Write a Pattern 338
Closing Words 342
Appendix B Patterns Philosophy 343
Patterns and their Implicit Context 343
The Quality Without a Name: Wholeness 345
Events or Things 347
Sustainability: Living and Dead Patterns 347
Classifying Patterns: Good, Bad, Dead and Alive 348
Worse is Better: Path Dependency? 351
Knowledge Management and Patterns 353
Storytelling and Patterns 355
Closing Words 358
Appendix C Future Work – Patterns Arising 361
References 365
Index 375
