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4 Keys for a Successful Software Development Strategy

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software development strategyWhen deciding the most effective way to market your software, it’s important to not get caught up worrying about which software development life-cycle model (LCM) your team should chose. Instead, focus on something a little less concrete, your strategy as a whole.

All of the different LCMs out today are great depending on what type of software your business is trying to market. But what the waterfall, rapid prototyping, incremental, extreme programming and spiral model all have in common is that they are multi-step models. One step in the marketing plan cannot happen unless the step before it has been completed.

Solid Strategy starts at the Base

When coming up with your software marketing plan, it’s imperative to lay out a detailed marketing strategy before anything gets started.


Who you choose to market your software too shapes your development process. To ensure that your don’t waste time and effort marketing to too big of an audience or just simply the wrong audience, do research on what types of programs people are using and how those products are marketed. If people are using one of your competitor’s products, it’s simply because they are putting out a better product, or they just don’t know about your product.


Once a target audience has been determined, the next step in nailing down one’s marketing strategy is to decide what your business is going to do to raise awareness and boost interest in your product. This can be done as previously discussed by looking at successful software marketing plans from competitors or by coming up with a new strategy of your own based of one of the many LCMs.

In terms of which LCM is the best fit for your product, one that allows for those in charge of physically developing the software, aka those people writing code and performing tests, to make sure everything runs smoothly by being able to tweak and rework the software all the way up until the initial release. There are thousands of issues that can arise with software, so being able to have a product that develops and adapts as times change will actually speed up your marketing process instead of having to revisit the development stage every time a new issue arises.


The why factor in terms of developing a software marketing strategy refers to why your new piece of software is worth everyone’s time and effort. All the various LCMs don’t mean anything if you’re marketing a product that has no value. You can form a clear target audience and write 1000s of lines of code that work perfectly every time, but if your product doesn’t do something that people are going to take note of, what’s the point? Make sure that the product you are developing is developing into something that people are going to need.

Never Done with Development

After coming up with your flawless marketing strategy and the initial development of your software is complete, it’s time to launch and really get the ball rolling right? Maybe. It is okay to launch a piece of software that doesn’t have ALL the bugs worked out, but make sure most of the bugs are worked out. But once a product is released, there is only a brief moment for the development team to catch their breath.

Immediately after your product’s release, it is going to be used by hopefully thousands of people right away. They are going to use your software to do things that it was designed to do, things it wasn’t designed to do, people who are not in your target audience can get ahold of your product, your piece of software will be tested in ways your development team could never think of possibly. This is perfectly okay and should even be encouraged.

People using your product and whether they experience problems or not, allows you and your team to go back and improve the software even as more and more people experience for the first time. Being able to update software has become commonplace. People putting out software updates doesn’t annoy people or necessarily show that you are putting out a low-level product, it simply means that you want to ensure that your software is up to code (literally) with everything going on in the world of technology. Allowing your software to adapt to the changing times will allow your business to survive through the changing times.

Photo by: Praveen Kumar


This article was written by Joe DiPaula

A recent Towson University graduate, Joe has the ability to take any project to the next level. Graduating with a degree in mass communications with a concentration in journalism and the new media, he has the ability to write, film, photograph, record, edit, publish anything that he comes across. Doing most recent work for Endless Leadz, DiPaula hopes to be able to display his versatility and passion in helping one business after another along with himself.