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Lockergnome

Lockergnome. Past, Present, Future. The Past. 1996. Simple, text e-mail messages Sponsor-supported newsletters Windows-centric Weekly distribution More creative than descriptive Need for a dedicated salesperson Hosted on Filez.com virtual server. The First Challenges.

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Lockergnome

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  1. Lockergnome Past, Present, Future

  2. The Past

  3. 1996 • Simple, text e-mail messages • Sponsor-supported newsletters • Windows-centric • Weekly distribution • More creative than descriptive • Need for a dedicated salesperson • Hosted on Filez.com virtual server

  4. The First Challenges • Lack of local support, understanding • Friends did not share vision • New business models • No smart funding opportunities • E-mail newsletter learning curve • Sparse competition • No business experience, few guides

  5. 1997 – 1999 • Merger with alleged organized network • Offer from Meckler for $100k • First employees • Set to publish on daily basis in HTML • Branched into other content • Time to write book, establish expertise • Several quotes in the press

  6. Sales Headaches • Needed to find the right people • Yielded too much control, responsibility • Expensive mistakes • Processes never refined • Affiliate programs • Training, retraining, motivation

  7. The Iowa Connection • Started preaching to the choir • Little Red Hen Syndrome • Few other like-minded geeks • Became a poster child with energy • Proposed to do a radio show • Wanted to help everybody possible • No local budgets

  8. Gnomedex • Proposed by chat room regulars • Started with simple intentions • Bring the world to the average geek • September 13-14, 2001 • Iowa support was lackluster • Difficult to describe to outsiders

  9. TechTV • Emailed Megan Morrone for promotion • “Discovered” as a webcam interviewee • Never seen the network before • Decided (jointly) to make the move • Trial by fire • Low men on totem pole • Frustration set in towards the end

  10. eBook Surprises • Began life as $5 GnomeTomes • Rebranded as Lockergnome Tutorials • Whittled down to PDF and MP3 • Gangbusters! • $10k for the Birthday Special • More authors, more problems

  11. 180 Degrees • Moved from SF to LA • Decided to initiate marital separation • Grew apart from Iowa connections • Worked with unsigned manager • Handed most operations to new crew • Met soul mate online • Waited for Godot to appear

  12. The Reckoning

  13. Early 2004 • “Here I go again, on my own” • Tasks became a family affair • Had to shed kid-in-basement perception • Refused to hire another salesperson • Wanted to re-appear in the media • Incorporated CMS, Mail System • Needed new publishing mindset • Stuck fulfilling other people’s promises

  14. The Present

  15. Contributors • Lockergnome became a bully pulpit • Promotional engine for expertise • Extended coverage beyond “computers” • Further enabled the community • Empowered other tech enthusiasts • Infinite editorial opportunities • Managed, directed by fantastic editor

  16. Google AdSense • Joel Comm offered suggestions • Changed our model instantly • Sleeping giant of the publishing industry • Started reworking Web pages • Started reworking RSS • Overhauled e-mail newsletters

  17. The Future

  18. Tutorials Relaunch • Authors get 50/50 Split of Gross • Easily managed through eSellerate • Simplified affiliate sign-up • Simplified new author sign-up • Jake Ludington at the helm • Technology topics and beyond • PDF, MP3, no DRM

  19. The Chris Pirillo Show! • Independent Internet Audio Broadcast • Immediately seeking partners, sponsors • Built for syndication model • “Answer-based” akin to Call for Help • For technology enthusiasts • Hollywood won’t do it, so we will • Instant audience, instant recognition

  20. Game Plan • Extending the model • New Contributors [Bloggers] • New Channels [Tech-centric] • New Partnerships [RSSAuction.com] • New Sponsors [Non-affiliate] • Helping others with Context-based Ads • “Open source” Lockergnome.com design

  21. The End?

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