Developing a Software Package – Dream or Nightmare?


In the world of business software development there’s nothing more fun and more challenging than designing packaged software, software that’s designed to adapt itself to the particular circumstances of each customer, without software modification. Basically you’re building software that’s packed with parameters and switches to make it work one way or another. This can be elegantly and well done if you get it right at the start, but if you’re led this way and that way by the demands of each particular customer, you can end up with a dog’s dinner.

software package

Either way, it’s an expensive venture. It costs more to develop this kind of software than code that’s designed for just one purpose, because it takes a lot more time, but the reward, when it comes, is that you can sell the same package time and time again. There’s just one body of code to look after. So, if you’re an expert in a particular area of business, and if you’ve got the right logical imagination, it’s surely an opportunity not to miss.

Or, so you might think.

I’ve done it myself. I’m the designer of systems@work, a single software package designed for professional services management (time@work), expense management (expense@work) and workflow (forms@work).

I’m typical of many a programmer who spent years writing one-off programs for specific businesses. I developed a practice management system for Coopers & Lybrand, in Paradox, from scratch, and adapted another software package for KPMG for the same purpose. So it occurred to me, as it does to so many of us, that if I could only distil what’s common from all the code I’d written or adapted, I could design a single all-purpose package that would, with appropriate parameters and switches, do everything all at once.

People like me dream of a few months’ fervent coding, and then, almost immediately, a crowd of buyers. We dream of license and maintenance revenues rising exponentially, and finally, at the end of the rainbow, a buy-out proposition from an enormous corporation (preferably beginning with M). The rest is a pleasant after-life that won’t involve work.

We know we can do this. We, alone, have that very special idea. We’re up to date with the latest technology. Why not begin at once?

But if you wake up one morning in the after-glow of a dream like this, then close your eyes and dream of something more sensible, like winning the Singles Title at Wimbledon. Only if the dream returns incessantly, and if it survives all the scepticism you can throw at it, should you begin to take it seriously.

But before you spend every last penny of your own or your company’s money, have another cold shower or two and ask yourself some questions – at least sixteen of them.

Here are the first three:

  1. Who are your customers?

There’s a world of difference between the package software market and the market for custom-developed software. Your customers are going to be those who realize that there’s ultimately more security in a general purpose package that’s going to adapt and grow with their business, than in a piece of one-off code for which support may not be eternal.

They’re going to be customers who understand that they won’t use everything the package does, and who will compromise their own needs if the fit is good enough. They are simultaneously buying more than they need, and less. So be ready to sell the idea of compromise. Beware of promising a long list of enhancements to every customer who’s interested, because If that’s the route you choose, you’ll end up with an ugly amalgam of cobbled-together code.

  1. Who are your competitors?

If your customers have decided on a package, then they’re not only going to look at yours. Let’s face it, most software markets are pretty saturated already. At the top end there’s Oracle and SAP, and if you’ve got enough money to buy them, those systems will do just about anything you need. But even if your customer is in the mid-market, then there’s still a crowd of mid-market systems for him to choose from. Does Navision, or SunSystems, or Great Plains, or Exact, or Scala already do exactly what you’re thinking of? Or nearly do it? It’s unlikely that you’re going to write a complete system that covers a company’s needs from payroll, to accounting, CRM, manufacturing, and distribution.

You’re insane if you’re going to embark on a completely new package that fits the ‘integrated’ model. Rather you’re going to be going for the ‘best of breed model’, with the idea that your piece of software is so special that your customers won’t mind fitting it into a tangle of other modules from other package systems. So whatever else you do, make sure you design open interfaces to a broad range of third-party products.

And keep asking yourself, do you really have some special knowledge that will make your software special?

  1. How are you going to make it simple enough but flexible enough to fit a broad range of customer needs?

This is the difficult part to get just right. If you’re going to appeal to sufficiently large numbers of customers to cover your investment, your package is going to be complex. It’s going to have screens of parameters that make it work one way for one customer and another way for another. After all, if it’s a package, you’re only writing one piece of code. If you end up with multiple versions for multiple needs, then your dream will become a nightmare before you’ve even sold five copies. So, think about your market, and choose just enough of it to make your coverage sufficient whilst making it possible for your customers to understand the software they’re buying.

More questions in a day or two…

2 thoughts on “Developing a Software Package – Dream or Nightmare?

  1. Developing a Software Package – The Nightmare Continued – Adam Bager

  2. Developing a Software Package – Sometimes the Nightmare Ends – Adam Bager

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