Crash Course: 5 Ways to Get a Tech Industry Analyst to Cover Your Product

Many tech companies try treating tech analysts like press, clients or financial markets, and that just doesn't work. To correct that behavior and demysticize the process, check out this five-step crash course in analyst relations. These insider tips can't guarantee your company's product will show up in the 'magical' top-right quadrant of some industry graph. But they will remove some of the most common analyst-relations slipups and help you seem like a pro the next time you go mano a mano with an analyst.

Analysts are no stranger to buzzwords, but they don't want to hear any of yours. They love big-picture thinking, but they're the ones being paid to paint the picture. Analysts like to draw their own conclusions from specific pieces of data. Be honest and specific about your product's value and you'll go places.

'We cut file sizes by 30%' is far more impressive than a lot of blather about 'changing the game.' When it comes to references, case studies are great. Save the testimonials for consumer marketing.

Step 2. Scout the Team

'I have a CRM app for the iPhone. I'd like to talk to the analyst who covers iPhones.'

Some research firms are one-analyst boutiques. Others have more than 100 analysts covering pretty much everything. Regardless of size, no two firms view the world or distribute coverage the same way. Some firms might file your app under 'salesforce automation,' while others might consider it 'enterprise mobility.' It's your job to determine how and where you fit before you ask for an analyst.

The good news is that you can discover most of the relevant information from the firm's website. Firms usually break out coverage areas in their analyst bios, and if there's a lot of overlap in a category like mobility, look at research abstracts. Note the titles and authors of the most relevant reports. When you contact the briefing coordinator, reference that research and ask if some of the authors might be available.

When you review the research, look for publication patterns. Does the firm offer a competitive roundup every third quarter, or maybe feature an up-and-coming vendor in a monthly newsletter? If you can time your briefing to synch with the firm's research calendar, you'll be a lot more helpful to the analysts who cover you.

Step 3. Nudge and Nod

Your job requires you to prod. Everyone understands that and no one is bothered by it ' as long as you're reasonable. Adding an analyst to your mailing list, calling periodically to ask about coverage opportunities, or otherwise staying in touch is actually helpful. But refusing to take 'no' for an answer isn't standing your ground. It's seen as acting like a child.

As an analyst, I once turned down a briefing for a service that sounded pretty cool, but had nothing to do with the next few research papers on my schedule. Two days later, I received a call from a senior VP at the service's PR firm apologizing for my previous rep's behavior. The firm had moved her to a different client because she 'obviously hadn't communicated the full value of just how transformative this service is going to be.' At that point, I decided not to ever take a call from the company again.

Analysts exist to provide value for their clients - not the companies they cover. Ideally, the two can go hand in hand, but if you get turned down for an appointment, take it in stride. Calendars fill up, analysts travel, coverage areas aren't a fit. Ask if you can reschedule, speak with another analyst or researcher, or maybe set up a Web meeting instead at a later time.

Whatever you do, don't rush off in a huff. And always send a press packet and references, even if you feel rejected. Plant the seeds and water periodically. Eventually, something will grow.

Step 4. Have the Answers

Analysts ask questions. Be prepared to answer them. You might think this doesn't need to be called out explicitly, but many companies simply aren't ready for their analyst briefings.

Bring the staff you need to answer common questions, like 'Will it integrate with x?" If that means bringing a sales engineer, bring a sales engineer, or at least have one waiting at the office by the phone. And always have a list of references printed out and ready. If you do need to resort to 'We'll get back to you,' be sure to do so. Quickly. Don't expect the analyst to chase you.

Step 5. Become a Client

If you find an analyst who really gets your market and that analyst's firm accepts vendor clients, consider signing up.

Clients have ongoing access to analysts and research, as well as the ability to schedule short strategy and Q&A sessions (depending on your contract). By spending time with and soliciting opinions from key analysts, you'll learn about competitors' strengths and weaknesses, see exactly how you compare, and get some tips about pitching to other analyst firms along the way.

(Cormac Foster was a tech industry analyst at Jupiter Research, now part of Forrester. Be sure to read his Insider's Guide to Technology Analysts.)

Images courtesy of Shutterstock.

Facebook IPO Power Play Reveals It's Really a Media Company

In creating two classes of stock, one set is given far more voting rights than other, making it possible for control of the company to remain with a small group of people that typically includes the founders. In the case of Facebook, co-founder and chief executive Mark Zuckerberg's shares will give him 57.1% of Facebook's voting control after the IPO.

The stock structure has Facebook acting very much like a media company, even though executives have insisted for quite awhile that it's really a tech company. Media companies, such as The New Times and The Washington Post, have used a dual-stock structure to hand control to a small group of people whose responsibility is to maintain journalistic integrity. The rest of the shareholders hold stock with a higher price, but no right to meddle in the company's business.

Facebook will likely be classified as part of the "tech sector" when it goes public for purposes of index funds and news reporting. However, for some industry observers, it's a misnomer. "It's a media company with a 21st century business model twist, obtaining content free from users and then selling user time and attention to advertisers and social gaming companies," William Quigley, venture capitalist for Clearstone Venture Partners, said in his blog.

Whether media or tech company, Facebook will be taking its roadshow to investors as soon as Monday, The Wall Street Journal reported Tuesday. While Zuckerberg will attend some meetings on the road, the bulk of them will include Chief Operating Officer Sheryl Sandberg and Chief Financial Officer David Ebersman.

While the final numbers won't be known until the day before the IPO, Facebook could raise as much as $10 billion, which would value the company at about $100 billiion. The IPO is scheduled for May 18, but that date, along with the roadshow, could be a day or two later, the newspaper said, quoting people familiar with the matter.

Despite the dual-class stock, Facebook is expected to attract lots of investors willing to trust their interests, and money, to Zuckerberg. Only time will tell if the bet is a winner.

Mark Zuckerberg photo by Andrew Feinberg

Tracking Your Interests on Facebook: How It Compares to Twitter & Google+

There are two types of lists in Facebook: friends and "interests". The former is for grouping people - see our Primer post on friends lists for more details. The latter, lists for interests, is for grouping brand pages and people you subscribe to (but aren't friends with). You will find the link to "Interests" on your Facebook homepage, at the bottom of the left-hand menu.

Lists of Interests

To create a new Interests list, on your Facebook homepage menu click "Add Interests" and then the "Create List" button (in the top-right of the page). To populate your list, Facebook gives you suggestions and you can also choose from your existing brand pages and subscriptions. You can also add friends to an Interests list - although that's rather confusing, because your friends generally don't just talk about one topic. So we don't encourage that.

As you add new brand pages or subscriptions, you can put them into lists. This is simple, once you know the trick to it: After you've clicked a "Like" button for a brand page you come across, hover over the "Liked" button and you'll see options to add it to an existing list or create a new list for it.

You can also choose to make an Interest List public, so that others can subscribe to it.

If you want to find public lists from other people, click the "Add Interests" link again. There you'll find existing public lists, along with a search box.

If it's a list you want to check regularly, put it in your Favorites. To do this, click on the pencil icon to the left of the list name. Select "Add to Favorites". You'll now see your list under "Favorites" in the left-hand menu on your Facebook homepage.

Can You Save Searches in Facebook?

One great feature in Google+ is that you can search for a topic - for instance, "cats" - and add it as a "saved search" to your Google+ homepage. That feature isn't directly replicated in Facebook; however, you can search for and subscribe to public topical lists. There are currently 10 interest lists named "cats", for example.

The difference between Google+ and Facebook here is that Google+ searches the whole of its network for anything related to cats, whereas Facebook will only surface content from curated lists about cats. So Facebook's topic tracking isn't as comprehensive as on Google+.

How Good is Facebook at Tracking Your Interests?

There are limitations to using Facebook as a topic tracker.

First, the user interface isn't ideal. The navigation to Interests is fairly well hidden away: it's on the Facebook homepage menu, but right at the bottom (under Apps and Groups). Also, having to hover over the "Liked" button on a brand page to see the list options isn't intuitive.

The design is relatively easy to fix, and let's hope Facebook gets around to that some day. What's more of a problem for the giant social network is that much of its Interest data is locked away on private Facebook profiles. Twitter data is largely public, and that's a big reason why it's our favored service for tracking interests. Google+, while being a mix of private and public data just like Facebook, has impressive search functionality - as you'd expect from Google - and that gives it a leg up over Facebook.

Despite these issues, organizing the Facebook brand pages and personalities you've subscribed to into lists is a useful way to track the things that interest you. For instance, if you've added a lot of brand pages about art, as I have done, then being able to access them all on one list is handy. Not yet a Twitter or Google+ killer, but it's a start.

What do you think of Facebook's Interest lists? Do you use them to track topics?

Organ Donor Status Joins Relationship Status In Information We Now Share On Facebook

'Recently, when tornadoes came through in Missouri, a lot people were using Facebook to return items [that were] lost. In Japan, people used Facebook to try to locate family members' after the 2011 tsunami, Zuckerberg said. 'We looked at this and thought we could use Facebook to solve other kinds of problems.'

According to Facebook, you can share your status as an organ donor and a story about where and when you decided to become an organ donor. The new program will link you to your state and national organ donor registry if you're not already listed.

ABC Presents One Side Of Organ Donation Story

By every definition, it is the 'life-saving' initiative that Facebook was dropping hints about on Monday. And, given that ABC scored interviews with the top two executives of a company that will most likely be worth more than $100 billion by the end of the month, Robin Roberts' claim of a 'big exclusive' at the top of the GMA broadcast this morning is accurate.

But the whole announcement, starting yesterday with leaks to the tech press, has a bit of a 'So what?' quality to it. It seems more like a nice publicity stunt on the first day of the month when Facebook is expected to hold its initial public offering. It also seems like an overly positive embrace of Zuckerberg's insistence that we all get comfortable sharing as much information on Facebook as possible.

ABC didn't bother to line up any experts to talk about the ethics of organ donation. Indeed, the post-interview chatter between Roberts and her GMA co-hosts had an infomercial feel, with each gushing out a compliment about the power of Facebook and the brilliance of the initiative.

For many, organ donation is a deeply personal choice. For others, it isn't: I'm an organ donor, but I won't be posting when or why I decided to become one on my Timeline because I simply don't remember. (Most likely, it just seemed like a good thing to do when I renewed my license.) Putting it on Facebook, however, takes the conversation out of the realm of family and close friends and puts it into an area where there may be an peer-pressure element to it.

When Roberts asked him about it, Zuckerberg stayed on message, giving a refrain that is sounding familiar.

'They obviously don't need to participate,' Zuckerberg said in response to the one hardball question in an interview that also touched on his friendship with Steve Jobs as well as his efforts to learn Mandarin Chinese. 'But even if this doesn't touch everyone, I hope it can make a real impact.'

iPhone Internet Access Abroad: Amazing And Getting Cheaper

iPhone Abroad: Why It's Awesome

While it is nice to be offine for a while, especially on vacation, having an iPhone (or any smartphone) with mobile Internet access is an incredible help. This is especially true for business travel: Having now traveled with an active iPhone overseas for business, I'd never want to do it without one.

Specifically, the ability to use maps with GPS, get directions (walking and public transit), find restaurants using tools like Foursquare Explore, search Google to translate words, and stay in touch with people via e-mail, iMessage, and WhatsApp, is all nothing short of amazing.

Your time is extremely precious while traveling abroad, and having a smartphone with Internet access can save enough time to quickly pay for itself. Your hotel, convention center, and airport will probably have wi-fi, yes. But having 3G web access while walking around is now frequently worth the expense.

How to Get Online Overseas

This information changes relatively frequently, so please check with your mobile operator first, before you leave your home country. This is generally true for most smartphones, but I'm using the iPhone and U.S. carriers as examples, as I'm most familiar with them. Your situation may vary, so please research this yourself, too.

Important note: If you're going to use your carrier's international roaming, it's important to get a special international data subscription/package. If you don't have one, you'll be charged exorbitant rates that, frankly, should be illegal. Be careful and don't mess this up.

Verizon Wireless: Of the U.S. iPhone 4S carriers, Verizon Wireless currently has the best deal for international data roaming. Starting April 23, Verizon now offers 100 MB of overseas data for $25, and subsequent 100 MB "buckets" for an additional $25 each. The last couple times I've traveled on business overseas, I've used about 300 MB of data over the course of a week. That would cost me about $75 at Verizon, which is pretty good. (Especially relative to the overall cost of a trip.)

If you have an iPhone 4S and a Verizon account that has been active and in good standing for 60 days, you can also call Verizon and ask it to unlock your SIM card slot, which would allow you to purchase data service from a local carrier. More on this in a bit.

AT&T: AT&T also offers data "buckets" for overseas roaming, starting at $25 for 50 MB of data (half as much data as Verizon). You can also get 125 MB for $50, 275 MB for $100, and 800 MB for $200, each with $10/10 MB overage charges. These are less expensive than they used to be, but they're still expensive. Only at 800 MB of usage will you reach the price/megabyte level as Verizon now offers. If you're locked to AT&T - the case for most U.S. iPhone owners - this isn't a terrible option, as you can activate them directly from the "myAT&T" iPhone app and save time.

I expect AT&T to add more data to these plans eventually, making them a better deal. Get in touch with your AT&T rep to discuss the nuance of these plans, as they may be pro-rated over the time you need them. And AT&T now unlocks old iPhones that are no longer under contract, after you've finished paying off your subsidy. That may also be a good option.

Sprint Nextel: Sprint does not appear to offer any money-saving plans like these, instead charging an absurd per-megabyte rate. Avoid this unless absolutely necessary. But Sprint is also apparently willing to unlock your iPhone if your account is in good standing. Check with your Sprint rep for details and requirements.

Once you have landed overseas and have an international roaming package activated, you should be able to power up your phone and get online. If it doesn't work, contact your home carrier.

Unlocked iPhone: The Cheapest Service

If you've purchased an unlocked iPhone from Apple (expensive, but potentially worth it, if you travel a lot); have had your iPhone 4S SIM slot unlocked by Verizon or Sprint; have an old, unlocked AT&T iPhone; or have used an unofficial unlocking service, you can often purchase inexpensive, prepaid iPhone data service from local carriers. There are some drawbacks, including the amount of time it takes to find and purchase one, plus potential language-barrier issues. But if you do have an unlocked phone, and want an adventure, this can be fun and can help save money.

For example, in Germany this year, when I was visiting Munich and Berlin, I was easily able to get a SIM card from Vodafone with "unlimited" data service for '20. (The clerk used a SIM cutter to make it fit in my iPhone.) In Spain, while I was attending Mobile World Congress, I got a prepaid micro-SIM with Orange service for '3.50 per day. Both times, I walked into a mobile phone store (in busy areas, where they might expect foreigners), found a store representative that spoke enough English to figure out the best option, and paid cash for prepaid service. Both times, they needed my passport. But once the service was activated, it was reliable the entire time I was traveling. This wound up being significantly less expensive than if I were to use AT&T's roaming service.

But there was one big drawback: In Europe, in particular, it seems, prepaid "unlimited" data plans have low caps for full-speed service. After 200-250 MB of blazing fast 3G access, in both countries, my speeds were cut to a very slow 64 kbps. It was like going from an amazing broadband connection to dial-up. The Internet still worked, and low-bandwidth activities like Twitter, Foursquare, and e-mail were fine. Upstream bandwidth was, oddly, uncapped, so I could still upload photos to Instagram very quickly. But downloading photos and using Facebook or the web became tragically slow. Streaming video was a no-go. Be mindful of this limitation when choosing a provider or plan, and try to look this stuff up before you travel, so you can show up to a store knowing what you want ahead of time.

There are also third-party "roaming" providers that will sell you a SIM card and international roaming service, and require unlocked phones. These include MaxRoam, whose service I tested in Spain, and it was fine. But they are often much more expensive than using a local operator.

Getting Better All The Time

As smartphone penetration grows around the world, expect these options to improve: Pricing, the ease of acquiring service, and the usefulness of mobile Internet services overseas. But if you do have the opportunity to travel with an active smartphone, try it out. You'll find it's a wonderful addition to your trip. (And if you're on vacation, stay away from your work e-mail!)

Also: Fast Times In East Berlin: Exploring Europe's New Startup Capital

10 Beautiful Apps & Websites To Drool Over

1. Flipboard

Showed the way for glorious design on the iPad. Even better now that it's been enhanced for the high-definition retina display of iPad 3!

2. Jux

The pretty version of Tumblr. Jumbo pictures and large fonts abound.

3. Tweetbot

iPhone Twitter client "with a lot of personality."

4. Paper

Drawing tool for iPad, with an appealingly simple UI.

5. The Verge

Tech blog launched on the premise of a new kind of design for blogging. It's colorful and fun.

 

6. Wunderkit

Personal project management tool, available as a desktop app for Mac OSX or an iPhone app.

7. Newsify

Mobile app for Google Reader (iOS).

8. Art.sy

New art social network, currently in private beta. I'm still drooling over its HD images of art.

9. 500px

Could this be the next big photo sharing service, after Flickr and Instagram? It's certainly nice to look at.

10. Remodelista

OK this is very biased, as Remodelista is a sister site of ReadWriteWeb - via our parent company SAY Media. But check out the design, because ReadWriteWeb is getting this too... soon ;)

Image credit: Shutterstock

Top 5 Ways To Freak Out Potential Investors

Whether you're looking for private equity, venture capital or angel investors, there are some common warning signs practically guaranteed to scare investors away from your business. Here are five red flags to makesure you're not waving:

1. A weak management team. Knowing the people behind your business is one of the biggest factors in an investor's decision to fund ' or not to fund ' your business. Coming up with the idea - like the next great mobile app - is the easy part. Really. What's hard is being able to successfully execute that idea. Investors want to see a team with experience in your industry and niche, as well as a track record of success. Make sure your team is balanced so your partners or key people are strong in the areas where you're lacking.

 2. Hiding things. Investors need to know not just the good, but also the bad and the ugly. Don't sweep the negative aspects under the rug. I'm not saying you should air your dirty laundry at the beginning of your pitch, but you do need to acknowledge the challenges you face ' external and internal ' and show that you have a realistic plan for overcoming them.

 3. A risky industry. It's harder to succeed in some industries than in others. You need to be aware of this reality because your potential investors certainly are. If your industry typically has a high failure rate, explain how you plan to beat the odds. Do your homework, analyze your competition and present your best case.

 4. Asking for too much money. Investors want to know you're not throwing their cash around. If the initial investment you're seeking seems unreasonably high, they will be justifiably suspicious that you're burning money too fast, making you a bad risk. This isn't the '90s; 21st century startups need to operate lean and mean. (For more on this, see Scott M. Fulton's Bullpen Capital's Duncan Davidson on VC Funding and 'The Era of Cheap'). Explain your financials to show how carefully you're managing your money, cutting where you need to and spending in all the right places.

 5. Unrealistic projections. Outlandishly high projections for market share, growth or profits put investors on alert that your expectations aren't in line with reality. At the opposite extreme, if your projected profits are too low or your growth is too slow, investors will say 'Meh.' They expect high returns in a relatively short time ' that's why they invest. You need to strike a balance with projections that are exciting enough to grab attention, but realistic enough to be achievable.

When your business is your baby, it's all too easy to look at it through rose-colored glasses. Try putting yourself in your prospective investor's shoes. If someone else asked you to put your money into this business, would you write a check?