Ask HN: Amazon AWS / Microsoft / Oracle / $company Partner programs worth it?

[jman1]

I would like to look into starting a business and cant really think of any products to start off with. I feel offering businesses implement solutions can be a start as I am using my technical and business skills and then if I can see a need for a product I could eventually develop it. Worse case just continue running a solutions business. To that effect how good are the partner programs that big companies have ? If I wanted to become a AWS partner and turn that into a successful business what are the big risks and how easy or hard is it to find clients purely using the partner program ( Say I dont have that many contacts in personal network) ? Would this kind of venture be a good idea for a technologist who current full time job is that of a solution architect?

[PaulHoule]

If you like the Microsoft ecosystem, an MSDN subscription can be a really idea because it gives you a lot of software licenses for the money.

As a marketing channel I'd be skeptical of a partner program. If you've got a contract that has some kind of exclusivity or otherwise gives you a special edge, that's worth something, but being in a program that thousands of other organizations are in just makes you a face in the crowd.

A partner program might be helpful if you've already got something to distinguish yourselves from competitors, but until then I'd avoid it.

[jman1]

Good point. Your comment about being face in the crowd is similar to the gut feeling I had. I guess the question now becomes how does one really start a professional services business (read I'd like to have a business where I can help other businesses migrate to the cloud, which I think can be a viable service business)

[PaulHoule]

That's a big question.

There are two marketing strategies I find useful for it services.

(1) Flagpole marketing, defined by consultant M.K. Bergman

http://www.mkbergman.com/969/of-flagpoles-and-fishes/

The idea here is to create visible accomplishments that distinguish yourself from others. This could be a web site or something open source or it could be, "I did X for Company Y and it increased their revenue by Z".

People in business like action, so prove that you can do things.

Flagpole marketing, fully developed, can bring leads to you, hot leads that are already deeply interested and who you can quickly close sales with.

(2) Fishing. Here you build a list of prospects, contact them, work them and turn them into customers.

There are many ways to make a list. If you're looking for businesses in your area, read the newspaper and note any news about companies you haven't heard about. Go to the commercial park and write down the name of companies you see on the plaques. If you cold call somebody who won't be a customer, try to get a referral to somebody who could be.

It's hard work and you can reasonably expect to spend 1/3 of your time doing it.

It's why salespeople get paid.