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Scott Swedorski Leaves Tucows: An Interview with Tucows' Founder

from Al Harberg's library of marketing articles, designed to increase your software sales

From the November 30, 2003 issue of Al Harberg's Software Marketing Newsletter - Tucows' founder and president Scott Swedorski announced earlier this week that he has resigned from Tucows.
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Scott Swedorski interview

Scott created Tucows in 1993

Scott created Tucows in 1993 as a way to provide users with downloads of both freeware and trial versions of shareware. Today, the Toronto-based company's stock is publicly traded (OTCBB symbol TCOW), and Tucows hosts more than 30,000 software titles in its worldwide network of partner sites. In addition, Tucows is a major provider of domain name registration services, with more than 5,000 active resellers in more than 100 countries.

Al: You created Tucows in 1993, and stayed with the company through its acquisition by Internet Direct in 1996, its acquisition by STI Ventures in 1999, and the Infonautics merger in 2001. Why are you leaving now?

Scott: Believe me, it was not an easy decision. After a while you have to decide: Is this what you want to do still, or is there something else? The company has changed quite a bit from the days when it was just a hobby. As a public company there are many things you have to do, and it restricts you in some ways. You now have a CEO, COO, CTO and staff members, all wanting something different. I finally made the decision that I wanted to still remain in the business but try and venture out, and do something new and build it from the ground up. It was one of the hardest decisions of my life to give up something like Tucows.

Al: What will you be doing next?

Scott: I'm not really sure yet. I have many offers to go work with other companies, but I am still looking over my options. I still want to stay involved with the shareware community in some way. For now I am going to take a little vacation and enjoy the holidays, and start working on new things after the New Year.

Al: Will you be staying close to the software development community?

Scott: If I can find a way to work it, most certainly. You won't see me start a new download site or anything, but there are many other areas that can be filled.

Al: Earlier this month, Tucows reported its eighth consecutive quarter of positive cash flow from operations, and its fifth consecutive quarter of profitability. Do you think that this kind of financial success means that we'll see more download sites following Tucows' model for generating revenue?

Scott: There is always room for more. Download.com and Tucows were the top two out there. Authors should really support the other smaller sites, too. Find one that works well for you and help it out. It can only help you in the long run.

Al: What would be the two or three trends that you've seen over the years that would make you optimistic about the future of try-before-you-buy software?

Scott: I love what Softwrap and eSellerate are doing. They are not perfect yet, but this type of distribution is going to determine how the future of e-commerce is done. Everyone should really look into that.

I also think .NET will have a huge impact. Most everything Microsoft fully gets behind seems to direct what everyone else has to do.

The music industry will again be something to look at. With Microsoft and CNET both announcing they will be dealing with online music again, this will open up a huge area for multimedia applications.

Al: Are there any trends in the shareware industry that give you concerns about its ongoing success?

Scott: With Microsoft and Apple adding more and more to their operating systems, authors need to monitor what they are doing. Apple is severely hurting the shareware market with their latest OS, and they just keep adding more and more. With the launch of the next version of Windows, Microsoft will be adding pop-up blocking, and with rumors of spam blocking and more, this does give me concerns. The operating system makers need to find a balance between what is the OS and what is software.

Al: From time to time, relations between developers and download sites can be a little rocky. What advice would you give to developers regarding optimizing their relationships with the download sites?

Scott: Treat them with the same consideration you would want. If you get a bad rating, contact the site with a calm and reasonable e-mail. The guy reading that e-mail on the other end is a person too. If you start with a bunch of insults, you can bet no one will help you as best as they can. Be nice, funny, and ask specific questions. For me personally, every time someone was polite, I would do all I could do to help them out. Try to establish a personal relationship with them as well. Send monthly e-mails to them telling them how you like or don't like things. If you are happy, tell them. We love that sort of thing. You may also get free stuff that way. Many times I had advertorial spots unsold. I would remember the people who were nice and I would give the spots to them.

Al: If you had a close friend who was launching a business as an independent software developer, what advice would you offer?

Scott: Look at the market and see if what you are making is worth it. If you decide, for example, to make a Chat Messenger or Compression program, seriously think if you can be number one or number two in the market. There are so many types of applications that can be developed; you just need to keep a close eye on what users want. I always suggest that people go to the different download sites and see what the most popular application is. This will give you a good indication on what people want or need.

Al: Best of luck, Scott, in all of your future endeavors.

Scott: Thank you. For ten years, I have had the honor of working with so many people. It has been one of the greatest experiences of my life. I can't wait to get started on the next chapter of my life. My door as always is open, and people can e-mail me at any time.


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