1. Mary Ruddy, Higgins project co-lead
How to market your Eclipse project when you don’t have a marketing budget
Mary Ruddy, Higgins project co-lead

2. Starting Assumptions
Quick poll of the audience on their background
My background
Higgins project co-lead (tiny company initiates Eclipse project and generates lots of press coverage)
Career spent in software industry – small startups and large public companies (3 – 330,000 people)
Experience from programmer analyst to VP Marketing…

3. Start With The Project
Do something you are passionate about – the enthusiasm will come though
Get input/feedback from others
Create value for your customers
Create value for your customer’s customers (if any)

4. Resources Are Always Limited….
Use gorilla marketing
Blogs
YouTube…
Clan membership (logo shirts, etc.)
(Magilla Gorilla cartoon opening theme)

5. Talk Is Cheap
Speaking
Blogging
Wiki’s PR

6. jujitsu Leverage your advantages Use Jujitsu Your size
Your independence
Your flexibility
Your friends, partners and communities
jujitsu

7. Make Friends
Marketing is all about relationships and alignment
Who uses your software?
What other software can it work with?
What are the compliments?
Endorsements are better than advertising

8. The Higgins Ecosystem Includes

9. Leverage Eclipse
Eclipse Foundation has a great team
Eclipse has a great reputation (Do your part and help keep it that way…)

10. Questions?