I have been developing a do-it-yourself version of my branding process. It was a daunting task as my process was initially developed with the assistance of a group of branding professionals and it's effectiveness is due in part to my style of facilitating and my ability to create solutions. Because of my creative background, I tend to think fast and draw out interactions from everyone on the team. My biggest challenge in developing this new DIY process is how do I inspire the user without myself actually being there to assist? There are naturally some compromises in favor of simplification. It can never be an out-right replacement for the mother-ship. But I think I have captured in a nice workable package - a tool any entrepreneur can use to come to some inspiring conclusions and to build a competitive strategy that they can build on. Currently I am having a small manufacturer beta test it. I am interested in it's value both in terms of usefulness and retail price.
In the course of developing it, I read the book, The Long Tail by Chris Anderson, the editor for Wired magazine. This got me thinking of how I should price this package and try and go for the tail of the web market. I'm leaning more in this direction. The success I have had in blogging in such a short period of time (3months), inspires me to consider the Long Tail opportunity as a viable option. It is entirely a digital product. The main body of the DIY Process is an executable file with support materials accessible over the web, making it easily downloaded.
I'm hoping to be able to begin marketing it by early summer. I'll be using the blogs as one of my channels of promotion. What has your experience been in using the web to develop products which may have previously been developed, promoted and sold traditionally?
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