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Anatomy of a Project - from Research to Incubation to Launch

Lessons from my new EZ Web Business Builder site

This week I officially launched a new website and product, and it has been by far, the most popular project I've released to date.

In today's issue, I'd like to share some "behind the scenes" project details with you. If you are working on a project of your own, or considering it, this issue may give you some valuable insight on how to make it a success.

Admittedly, this project took me much longer than it should have. As a stubborn businessman who prefers to run every aspect of business himself, I spend far too much time on day to day tasks.

That includes answering my own email and running my own newsletter and websites. And yes, that leaves precious little time for developing and creating new products. Maybe that explains why I only come out with something new every few YEARS, unlike every few months like some marketers.

But I prefer it that way. And many of my customers prefer it that way tool. After all, it's nice to be able to click a link and "talk" with the owner of a company. In this day and age, that is a rare thing that I've tried hard to preserve. I like to think it is one of the reasons I've prospered in an overcrowded niche.

Oops, I'm off on a tangent. Let me get back to the task at hand -- the project. Here's how it all went down, along with a rough time line. Again, if you are working on a project or considering it, this can act as a nice guide to get you smoothly to your own launch!

Early 2004: Research

The fact that I answer all my own emails, actually pushed me into this new project. You see, of all the problems and complaints I'd hear day in, and day out, from would-be entrepreneurs, there was one that stood out like a sore thumb...

Far too many people were finding the task of starting or growing a business online too difficult. They were tired of reading mountains of material and wanted an easier way -- a single resource that would guide them through all the steps they needed to take.

I decided to confirm this need, by surveying all new subscribers when they signed up for my newsletter. I asked them what was keeping them from success. And their feedback, although quite disturbing, was exactly what I expected to hear...

76% found the task either too confusing, too expensive or downright impossible!

My mission would be to help those desperate souls.


Early 2004: Incubation

Give them what they want. That's the key to the success of any product or service. I could see clearly that there was a huge, tightly focused niche of frustrated web business enthusiasts, so I decided to create something to help them.

After all, I had helped literally thousands of folks grow their business online through the years. Certainly I could take all my best tips and techniques and SOMEHOW help these folks in need.

So I started putting together all the best advice I'd given out thorough the years. I wrote and wrote.. some 12,392 words in fact. Then I assembled all the information into a step-by-step process, so it would guide people from step 1 to success. Everything from researching ideas, to setting up a website, to how I get my sites and my clients sites top search engine ranking. And basically, every grass-roots, free and dirt-cheap strategy that has WORKED.

When I was done writing and re-writing, I started to consider the format. I wanted something more than an information product. Something that would allow those folks to actually DO it, instead of read about it.

It would have to be a SINGLE resource that walked them through this process of building a successful web presence. Something so easy to use, the complete novice could do it. Yes, it would have to be something OTHER THAN a book, ebook, or membership site. A new and unique format that had not been done in this niche.

If there's one thing I've learned in my years of business, it is that creativity and uniqueness can pay serious dividends. I've always preferred doing things a little differently that the pack, and I recommend you think along those lines too..

Mid 2004: Development Begins

If I was going to create something unique, I would need the newest tools available. So I started researching a few ideas. I was beginning to think that the best way to deliver my help would be via a CD. I could use multimedia to get my ideas across, and a CD would mean that users would not have to download the product-- an obstacle and barrier for many newbies.

I tried about a half-dozen different software tools. Some were good, and some were not so good. My major concern was compatibility. I needed a platform that would work on nearly every PC in the world. After much testing, I settled on a program from TechSmith.com called Camtasia Studio. It would allow me to record everything I do on my PC, as I build web businesses from the ground up.

But there as a problem with that basic format. Not only had it been done by a few other marketers, it was in my opinion, a bit amateurish. I mean, unless I hired a voice-over personality, users would have to listen to MY unprofessional ramblings as they watched me click around my screen. I wanted something more.

So I went back to the web looking for a way to add life to my project. And again, I found about a half-dozen tools that might work. They added animated characters to presentations, and they were fun to work with. But most of them required special software to be installed by the end user -- a requirement I did not want. Remember, the easier you make things for your customers, the more customers you get!

Finally, after about a month of research and trying different programs, I found a program called VoxProxy that plugged into Microsoft Powerpoint. And it worked like a charm. Using VoxProxy to create my animated presentations, Powerpoint to play them and Camtasia to record them and create the CD's, I was on the right track!

I immediately started converting all my writing into a character script and plugging it into this software. Within six months I had something completely unique, and even snazzy. In fact, one of the first people to see it was my friend Paul Lang in the UK. He wrote...

"Jim, I received the CD yesterday and I have to say I am very impressed. Like you, I have been making a living online for many years now and I thought I had seen everything. However, you have produced a product unlike anything I have seen before - a real revolution in helping people to be successful online."

Paul Lang
Netsavvy Communications
United Kingdom


Late 2004: Testing

Since this was a completely new format that had never been done, I decided I'd better get it into the hands of a few dozen customers before I released it. This would get me some initial feedback and perhaps some testimonials. It would also give me peace of mind knowing that it worked well and delivered on its promise of simplifying the difficult task of earning money online.

So I went live with the site, but did NOT announce it. Instead I simply setup a few links to the site so anyone who happened to find it, could buy it. I did not open the affiliate program yet, as I was NOT quite ready for the massive exposure an affiliate program can bring. I simply wanted a small stream of paying customers to get the CD and comment on it.

And after two months or so of the extremely limited release, the results were in. The product was a hit! The onboard video player meant that customers did not need to install any software to watch the videos. It was as simple as popping it into their CD drawer and letting it do the rest. Every customer who wrote simply loved it. Here are a few letters I received...

February 2005: Pre-Launch and Launch!

After all that research, work, and testing, I was finally ready to release my new software to the world. And here's how I went about it...

First off, I like to reward my members, subscriber and past customers. I enjoy rewarding them for buying my products in the past, for sticking around so long, and for reading my newsletter. So I setup a special offer that let them get my new CD at deep discount. I figured not only would this help the CD get some immediate attention, it would allow these valued clients of mine a chance to beat the rest of the web to the affiliate program.

And it's working. So far more than 500 customers have purchased the CD! And many of them are signing up as an affiliate as soon as they receive it. The CD is really helping them cut through the confusion and hype, and that's what matters most. Happy customers, happy affiliates and growing businesses - mine and theirs!

In closing, here are a few tips I'd like you to take with you today...

1. Solve a Problem. You know your niche. What gives them trouble, day in and day out? If you can solve that problem for them with an innovative approach, they'll buy your solution.

2. Be Creative. Instead of doing something the same old way, add a new twist to a proven strategy. Technology offers endless solutions for the creative mind.

3. Be generous. Always do your best to create loyalty with your subscribers and past customers. And offer them an opportunity to profit along with you!

Follow those guidelines and you'll guarantee your success!

If time and money are tight, grab my new ezWebBusinessBuilder software. It literally shows you how to build a super-successful income machine on the web.

Author
Web marketing pioneer Jim Daniels has helped thousands of people make serious money on the web. Anyone wanting to profit online would be a fool to ignore his hard-hitting discoveries..., Beginner's Guidebook at the right, a lifetime subscription to our BizWeb eGazette, and a surprise gift! The total value is $79, but it's yours free right now.

From the developer: "Want to start a business online? The new updated 5.0 version of this freeware includes start-up guidance, how to build a website and promote it, new strategies for getting website traffic, making sales, email marketing techniques, software resources and even a fun game." A Beginner's Guide to Starting a High-Income Business on the Internet 5.0

If you like the BizWeb eGazette, you'll love...
The Affiliate Classroom Magazine.

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