SIC 2006

Denver, Colorado

by Sue Pichotta, icons-icons.com

31-July-2006: It has been two weeks since I attended SIC, an annual software and internet marketing conference for micro ISVs, and I finally have some time to sit down and write a few thoughts.

Michael Halls, Sue Pichotta & David Halls
at SIC in Denver, July 2006

This was my third SIC, and I expected that I would enjoy it a great deal, but perhaps not learn a lot. After all, it was my third year there. Surprise! I came away feeling like it was my best SIC yet. There was lots there for me to learn, both old and new ideas. In fact, I'm finding that I learn more with each year I attend.

While some of the information presented in the sessions was a review for me, it was helpful. Many times, I was reminded of good ideas that I had overlooked, forgotten about, or had relegated to "someday". As I heard the presenters speak, often I realized that "someday" should be "now". As my business has matured, so must my marketing methods. Many of these ideas I'd heard before but put aside for later are ready to be revisited and re-examined.

Another advantage of repeat years is the increased networking opportunities. With each year I go, I meet more people, and get to know more of my online acquaintances. There are more opportunities for good conversations with the other attendees with each passing year. And almost all the presenters (speakers) are also attendees, so you'll see them around the conference - and have chances to meet and talk with them.

Many of the speakers have vast marketing experience, and are successful with their own businesses. All the presenters share their knowledge and experience in their presentations, and the information offered generally has value - sometimes, great value. I can't count the number of times I've heard someone say, "That paid for the conference".

This year, there was a session on a brand-new idea for making money from software. It was the buzz of the conference - a completely new idea! And an intriguing one, at that. You can read about it here.

Another advantage of SIC is the chance to meet and talk with some of the people that have a large affect on our professional lives. All the major e-commerce providers attended, including Plimus and all the Digital River properties (SWREG, FileKicker, eMetrix, RegNow, eSellerate, etc.), as well as the major download sites: C-Net and Tucows. Most of them have hospitality suites off of the main conference area, so you can easily pop in and ask questions, get answers, or perhaps just snag a snack off their complimentary refreshment tables. The hospitality suites (and the vendor booths on exhibit night) were consistently busy, and had people visiting right up to the last possible minute. I was very pleased to meet Jessy Jex of SWREG, and not only had a great conversation with her, but worked out a future technical issue.

However, all is not rosy and perfect in conferenceland. Not all the sessions are wonderful... although sometimes I've thought a session was just bad, then later I heard someone else praising it. The opposite has also happened - I'll think a session is great, but someone I talk to didn't care for it. Different strokes for different folks.

It is also difficult, sometimes, if you don't know very many people there. The first year there is the hardest, in that regard. It is easier if you are a member of a professional organization like AISIP, ESC or ASP, because then you will already know many of the conference attendees from the organization's online forums. Then, you will find yourself "meeting old friends for the first time". Regardless of that, with just a little effort on your part (or sometimes no effort at all), you will soon find yourself with many new professional acquaintances.

One thing I don't like about this conference is the name. The conference is all about software and internet marketing for micro-ISVs, and contains tons of information and networking opportunities. It is referred to by its initials, "SIC", not only for brevity, but because the name itself is a little dated, in my opinion. If I tell people I am going to the Shareware Industry Conference, either they don't have any clue what I mean, (even people in the industry!), or many times, their reaction is negative, due to the meaning "shareware" has taken on in recent years.

But the fact is, no matter what it is named, this conference is aimed at people who sell software and/or related items via the internet and related venues. Most people who attend SIC are micro ISVs, with a heavy emphasis on the word MICRO - lots of 1 person operations take their whole company to this conference. There are many small software businesses represented as well, businesses with anywhere from 2 to 20 employees.

Most attendees and sponsors come back year after year, which says something about the conference. I persuaded three friends of mine to attend for the first time this year, and all three plan on coming again. I know I'll be there again. Just look for me, and introduce yourself - I'll be the 6-foot tall woman wearing a shirt that says "icons-icons.com". I look forward to meeting you there. :)