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Lockergnome: Evolution of a Tech Community

Trace the journey of Lockergnome from its humble beginnings, sales challenges, mergers, to present contributions and future tutorials. Learn about the transition, contributors, challenges faced, and the innovative Chris Pirillo Show!

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Lockergnome: Evolution of a Tech Community

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Presentation Transcript

  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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