How to take advantage of your time at Business of Software 2009 - tips from @asmartbear (#bos2009)

This is a guest post by Jason Cohen, founder of Smart Bear Software and blogger about startups, marketing, and geekery. Jason gave a Pecha Kecha speach at BoS 2008 and has this advice for 2009 attendees.

So you're going to Business of Software 2009! It's going to be awesome.

There's a 100% chance you'll get your time and money's worth from the speakers alone, but that's not the only benefit of the conference. In fact, most of the folks I've talked to agree that getting to know the other attendees is half the experience.

This conference is unlike any other, and you should take full advantage of it, especially if you're working on a small business.

Here are some ways to get the most from your time:

1. Practice your 30-second pitch (w/extension). This is an amazing chance to hone your pitch. Getting your entire business down to a 30-second sound-bite is a wonderful technique anyway -- it forces you to clarify what's truly important, what sets you apart, who your customers are, and exactly why they give you money.

   Start by honing it before the show. Airports and airplanes are good places to practice under your breath. Use a stopwatch -- really force yourself into 30 seconds. Also develop a 60-second extension in case the listener wants more detail.

   Then pitch at the show, all day long. Watch people's faces: What do they react to? When are they bored and look around? Where do they interrupt you for more questions? Use this to hone further.

   Remember that the point of a 30-second pitch is not to tell them everything about your business! It's to get them to be interested enough to keep talking. That makes it easier to cut words.

   Not only will you walk away with a crisp pitch and a well-defined business concept, you'll have the perfect marketing fodder for your home page and advertisements!

2. Be direct and respectful. Everyone there will be smart, no-nonsense, small business folks. Many are founders, most are close enough. Sure there'll be some shills from big soulless corporations, but not many. On the one hand this means acting like you're the smartest, most experienced one at the table won't get you anywhere. On the other hand it means you can jump directly into deep conversations about business operations, philosophy, customers, growth, hiring, raising money, selling the company, or whatever else is on your mind. You're in extraordinary company, so take advantage!

3. Reveal your fears and commiserate. Because we all share your pain, being direct and genuine means you can "talk shop" about anything -- even normally taboo subjects like charging more, firing customers, or being completely sick and tired of your business.

   You can talk to people about stuff you can't even talk to your employees about (e.g. "Hey everyone, I'm totally burned out. Just wanted you to know I hate coming to work. Cheers."). So open up. Sometimes a 5-minute hallway therapy session can give you real perspective, even if it's just knowing that everyone else goes through this too.

4. Promote yourself. Don't be afraid to pitch your business or yourself. This is a business conference with business people. Of course you don't want to be an asshole either, so here's a tip: ask the other person about their business first. Then follow up with more questions -- dig, figure out what's interesting about them. Then you can pitch without looking like that's why you struck up the conversation. Additional benefit: You can tune the pitch to that person!

5. Don't stop at business cards. Everyone gets a pocketful of business cards. They're stuck in a drawer, never to be seen again, unless they get tossed immediately. Instead, every night go through your cards and connect on LinkedIn (or anywhere else). Put a personal message in there so the other person remembers who you are. (Remember they met 20 new people today too.) To remember who they were, jot down notes on their card while you're talking to them in the first place.

6. Have a goal. Like a trade show, it helps to define a result you want by the time you head home. Depending on the stage and nature of your business, a goal could be:

   • Pitch your idea 30 times and see what people say.
   • Get 5 really good critiques of your idea.
   • Get 10 new people to trial your software.
   • Get 20 warm leads for your consulting services.
   • Determine the 5 "keywords" that everyone is talking about.
   • Demo your product to 5 people (after hours).
   • Find a co-founder.
   • Find a whiz at [technology].

7. Take notes. This might sound obvious, but I took copious notes from BoS 2008 and I refer to them all the time. Sure they eventually put the videos up on the Internet -- and thanks for that! -- but you still don't want to scan around 90-minute talks when you could look at your own notes.

8. Move your seat. Never sit in the same place in the auditorium. That way you can meet at least two new people (to your left and right) between every talk, which means dozens of new chances to meet a friend or make a pitch.

Oh yeah, and have fun too.

What are your tips? Leave a comment and join the conversation!

Enjoyed this post? Follow Jason on Twitter (he's @asmartbear)

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Comments

[mark stephens]

Don't forget breakfast....

I found Breakfasts a brilliant chance to go and introduce myself to lots of people I didn't know and chat/network. So turn up on time and get stuck in...

[Andy Brice]

It can be difficult breaking the ice sometimes, specially if you are an introverted techie. But 99% of people are only too happy to talk. If you can't think of anything else to say, just ask them about their company, what they thought of the last talk or why they are interested in the next talk.

[Mark Dochstader]

Last year I found my biggest challenge: there are way too many interesting people with which to have long, in-depth discussions. I'd be talking with someone and catch myself honing in on another familiar face I wanted to meet, at the expense of the current conversation.

My goal this year is to have fewer, more concentrated discussions, so if you see me losing focus, call me on it!

See everyone next week.

[SoftFan]

#1 tip for meeting people/promoting your business: Smile! No one wants to talk to a stuffy suit. If you're not having fun at the conference, the people you're talking to won't either.

How was the conference this year, btw? Didn't get a chance to go, but I would have loved to.