1. subverting proprietary economics
emma jane hogbin
emma@hicktech.com
www.emmajane.net

2. About this talk
● In small-town Canada we have seen an increase in the quot;cottage industryquot; as
retirees cash out of urban centres and move to the country. These micro-
enterprise businesses often have only the owner (and their partner) as staff.
Although the businesses offer a huge range of services, they have one thing in
common--very small budgets.
● Individually these businesses can rarely afford expert technical support and
services and as a result they often end up experiencing vendor lock-in in the
worst possible ways.
● By combining the idea of a LUG and a Chamber of Commerce, it is possible to
subvert the proprietary economic model and gain new clients in the process. In
this presentation Emma Jane Hogbin you show you how to convert
businesses to FOSS by creating a sustainable, technology focused, business
network.
● Pulling from experiences with her own client user group, she will show you
how to: create self-sufficient clients that still pay you money; manage
expectations (client budgets and contractor time); attract new clients by
distinguishing yourself from your competitors; define and achieve success;
and spread the ethos of free and open source software into the business
world.

3. Why this talk?
The 100 Mile Client Roster.
Alternatives to B2B discounting.
Co­opetition is healthy and helps industry.
FOSS needs to use open business models.
We are in business to serve.

4. Give your best service away
FOR FREE.

5. my definition of success:
communities of all kinds are enabled
to maintain vibrant and productive interaction
using FOSS tools and open business practices

6. 1
my community...

9. FAIL

10. jack o’ lantern: 2040 feet

11. 2
vibrant and productive interaction...

12. HICK Tech
is the rural and
modern technology
conference

13. 12,619 hookers

14. SRSLY

15. 3
using FOSS tools and open
business practices ...

16. documentation
author

17. documentation team

18. Drupal
drupal.org/user/1773
Photo: morten.dk
Legs: walkah

20. what’s your definition of success?

21. who are the people in your
neighbourhood?

22. www.gingerpress.com

23. www.coffinridge.ca

24. www.trilliumhealingarts.ca

25. www.memorygardenretreats.com

26. www.shanejolley.com

27. www.dickhibma.ca

28. community.everus.ca

29. And more
businesses are
coming on board

30. Identify businesses that ...
1
... have growth potential (even if they
don’t know it).
... can revolutionize an industry.
... are already leaders.

31. Be a business coach
2
Choose interesting businesses.
Encourage radical dreaming.
Say “no” often.
Ask lots of questions.
Help people to develop their story.

32. Manage expectations
3
Be clear about “free” and “paid” work.
Always have time for people that matter.
Fire annoying clients.

33. Charge appropriately
4
Never discount. Ever. (Not even for not­for­profit organizations.)
Give things away for free!
Recognize the value you bring to projects.

34. Promote self­sufficiency
5
Training materials
Free help nights
Charge for urgent and complicated work.

35. Give your best service away
FOR FREE.

36. SRSLY

37. Free help nights enable ...
... businesses to talk about the software
they use with other “technophobes.”
... businesses dream bigger.
... me to look like a rock star.
... me to write fewer small invoices.

38. What’s your free help night?

39. Thank you!
emma@hicktech.com
www.hicktech.com