Opinions on my positioning

I'm looking for some opinions on how I'm intending to position my services.

I'm a custom software developer. A lot of freelancers like me tend to work with one or a couple of different placement firms, but I prefer to work directly with clients. Also, many freelancers are hired by IT staff for larger organizations, but my preference is to work directly for business people in small to mid-sized organizations. (But not TOO small, as organizations with < 10 people typically can't afford custom software.)

My thinking is that instead of focusing on my technology skills, I should really be positioning myself as someone who will make the custom software development process less intimidating. My services should focus on the business objectives instead of inundating the customer with lots of geeky jargon.

What do you think? Is this a reasonable approach? Are there risks that I haven't considered? And how do I capture this notion in just a few words - here are some initial tries:

Jargon-free software
Geek-less code
Software without the geek

4 Bizniks have posted replies

Posted by Joe Hage, Seattle, Washington | Jul 22, 2008

Avonelle, give this string a thorough read.

Many Bizniks are going through a similar exercise right now and you may benefit from their experience.

Joe

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Posted by Kevin Selkowitz, Bellevue, Washington | Jul 23, 2008

Coming from a tech background, I have a few thoughts on my experience with how end-users see technology statements.

For example "geek-less code" doesn't mean anything to the end user. Even to me, I'm not sure how software happens without a geek. Code doesn't matter, really software isn't the goal - think about the benefits. Custom software helps businesses run their business effectively when "off the shelf" software doesn't fit.

Small Business Phone Systems
Posted by Avonelle Lovhaug, Shoreview, Minnesota | Jul 23, 2008

Joe, thanks for pointing out your very useful post! Here's my attempt:

To business leaders with a limited IT, Avonelle is the programmer that will painlessly work with you through the software design and development process because Avonelle will focus on achieving the benefits to your business instead of geek-stuff.
Posted by Avonelle Lovhaug, Shoreview, Minnesota | Jul 23, 2008

Kevin, yes you are right that software definitely needs a geek!

Your point about the benefits custom software brings is quite true. I guess I'm thinking less about trying to convince business leaders they need custom software, and more about how to get them to select me over someone else once they decide that is what they want. (Hmmm...maybe I need to do both?)

In my experience, too many programmers are focused on cool geek stuff, and make it difficult for business people to relate to. (For example, I've seen programmers speak at length about database schema normalization to customers who don't have a clue what that means!) So I'm trying to convey that I communicate with my customers in a language they can understand, and that the solutions I'll implement will address business issues and not just be "cool".