Just like patio11 said: Make sure there is a need. How do you do that? Ask them. Call them up, introduce yourself, and let them know you are not selling anything. Get their permission to answer a few quick questions regarding your product idea. Do this with at least 25 businesses. The more, the better. Store their information for future campaigns.
Once you have validated the idea the real work starts. Yet you already have a group of people that validated your idea by stating that they do indeed need what you offer. Great.
This is where your marketing campaign starts. I would start by sending them a free informational package (can be an email) regarding the stuff you both talked about. Then send them a monthly newsletter about how other businesses like theirs have brought your product (and how they love it and couldn't live without it). Call them every few weeks to say hello and to offer them some limited time promotion. Just be nice, and don't be sleazy. I would suggest that you also send them a newsletter that has nothing to do with your product, but everything to do with them ( as a person). I've sent out newsletters about positive news, and people still ask if I plan to send more (or when).
Now, read patio11's post. Realize that there is no such thing as a small business. Just people doing a type of business. Don't market yourself as a "small business product", but as a law firm information technology expert or as a beauty salon technology consultant. Give yourself the title of expert in their specific niche, and let them put you on a pedestal. After all, you know your stuff. Nothing wrong with bragging.
Adapt this technique to what I said above. Instead of sending out one generic newsletter to everyone, send one newsletter to law firms, one to beauty salons, one to mechanics, etc. The same newsletter, but with a slightly different design. Hire a low cost graphic designer to do this for you. It doesnt need to be fancy, just easy to read. Oh, and keep it short. 3-4 pages is enough. Use 14point font for easy reading.
Since you are programmers, you can really automate most of this stuff. Now, I suggest you get some part-time help with the marketing side of things. Dont try to do it all, or you wont do shit.
Good luck.
PS. Email in profile if you have any (short) questions. =)
Once you have validated the idea the real work starts. Yet you already have a group of people that validated your idea by stating that they do indeed need what you offer. Great.
This is where your marketing campaign starts. I would start by sending them a free informational package (can be an email) regarding the stuff you both talked about. Then send them a monthly newsletter about how other businesses like theirs have brought your product (and how they love it and couldn't live without it). Call them every few weeks to say hello and to offer them some limited time promotion. Just be nice, and don't be sleazy. I would suggest that you also send them a newsletter that has nothing to do with your product, but everything to do with them ( as a person). I've sent out newsletters about positive news, and people still ask if I plan to send more (or when).
Now, read patio11's post. Realize that there is no such thing as a small business. Just people doing a type of business. Don't market yourself as a "small business product", but as a law firm information technology expert or as a beauty salon technology consultant. Give yourself the title of expert in their specific niche, and let them put you on a pedestal. After all, you know your stuff. Nothing wrong with bragging. Adapt this technique to what I said above. Instead of sending out one generic newsletter to everyone, send one newsletter to law firms, one to beauty salons, one to mechanics, etc. The same newsletter, but with a slightly different design. Hire a low cost graphic designer to do this for you. It doesnt need to be fancy, just easy to read. Oh, and keep it short. 3-4 pages is enough. Use 14point font for easy reading.
Since you are programmers, you can really automate most of this stuff. Now, I suggest you get some part-time help with the marketing side of things. Dont try to do it all, or you wont do shit.
Good luck.
PS. Email in profile if you have any (short) questions. =)