You ask a question, you get an answer!

I recently asked, who or what are Embarcadero's target customer. I think Embarcadero have answered. Look at this press-release. Embarcadero All Access.

So, it's the Enterprise then. Maybe Embarcadero know something I don't. Maybe they'll target the medium to small businesses with some other scheme at a later date. I wait with bated breath.

Who's your target customer?

Right, before I write this post, a little disclaimer. I have nothing against Nick Hodges, I've never met him, but he sounds like a really nice guy, and someone who I'd have a lot in common with. The reason I say this, is I've noticed that quite a few of my posts have been about something he's either said, or written about. I hope he can take some of what I write about as constructive criticism.

Where was I? Ah, my friend Nick! I'll keep this one short. Isn't rule one of any business, to know who your target audience is? Does Codegear know who it's target audience is? I'll go back to Nick's appearance on show #13 of the Startup Success Podcast.

Is your market the large enterprise level companies?

I quote :

• Each region prices the product based upon the market in that region.
• If you think the prices should be lower, provide that feedback to your sales representative.
• Contact your sales guy, and we'll see what we can do?

Or is it more the small to medium size business and hobbyist market?

I quote :

• We don't have a huge number of enterprise level sales.
• We keep our focus on developers.

So which is it? Regional pricing, a sales force, and the fact that it seems (may or may not be true, but it sounds like it) to get the best price, you need to speak to a sales person are all perhaps what the Enterprise expects, but something everybody else seems to hate!

If you're aiming for the developer, the small to medium sized businesses, and the micro ISVs and the hobbyists, take it from me, they don't like pricing per region, and they absolutely hate talking to a sales guy. All they want, is to get the best price possible. Save the money you pay that sales guy (and pass on the saving to us of course), and just put the product somewhere where we can buy it with a minimum number of clicks, and at a reasonable price, one which is the same whether I'm in Angola or Alaska!

By all means target both groups, but have a distinct strategy for each.

Again, sorry Nick, I'm on your side.... Honest!!!!