January 6th, 2009
In StackOverflow Podcast #33 Vincent Tan from Singapore asks, “What are your top three costs in running a software business and what do you do to reduce them?”
Here is Joel’s response:
Ok, that’s easy because I happen to be looking at this the other day… do I still have that PowerPoint slide? Number one cost when running a software business is, this should be easy, is people of course, paying salaries. Number two for us is the office space, although even a number two is a very distant second. I mean its still on the order of, in a normal company, it should be like 5-6 percent of your revenues towards office space and that’s about what we’ve historically averaged. Its a little bit high now cause we just moved into a big space and we haven’t filled it up yet.
According to MrOfficeSpace.com, a really ugly commercial real estate search engine, rent at 55 Broadway is listed at $55/sq. ft. for a 2,891 sq. ft. office on the 27th floor.

Now for some fuzzy math based on fuzzy numbers:
Fog Creek’s brand new 10,600 sq. ft. office x $55/sq. ft. = $583,000/year
So if Joel spends $583k on office space and that’s currently “a little bit higher” than 5-6% of his revenues, lets use 8-10% as an estimate. This translates into annual revenues between $5.8-$7.3 million.
Obviously this is just an outlandish headline based on some random estimates, but maybe Altgate can make an outrageous sale annoucement based on this information?
January 5th, 2009
Have you ever noticed that sites that are supposed to help you be more productive always start with a prime number?
37Signals - A company that creates web-based applications to get things done the simple way.
43Folders - A guy who tells you how to find the time and attention to do your best creative work.
43Things - An online goal setting community.
47Hats - A consulting firm and blog dedicated to helping microISVs and startups succeed.
Here’s a few I made up:
41MilkCrates - A site where you dump all your files for online backup, but you aren’t allowed to create folders or labels. Everything is found by searching.
53Systems - A virtual machine management system where you catalog all your VMs.
7919Thoughts - Yet another blogging engine.
9808358WastedDollars - A Venture Capital company who invests in failed dot coms.
January 4th, 2009
The most time consuming task during the first six months (July 2008 - Dec 2008) after forming Simande was writing content for our site. We wanted to extract this from the goals of the company so we created a wiki to document the following:
Phase I: Provide Services
- Plan, design and build websites for people. The final product must:
- represent the best of our abilities, which means no excuses, no “cheap” projects, everything gets our 100% attention and dedication.
- be something our mothers’ would be able to figure out how to use.
- Be direct and honest (no meaningless pseudo marketing/tech speak mumbo jumbo).
- Carefully determine client expectations before taking on a project, only take it on if we can exceed their expectations.
- Offer comprehensive monthly maintenance agreements to clients who want us to manage their hosting, updates, mailing lists, support, and provide technical and creative consulting for the future of their site.
How to make money:
- Create boutique creative agency quality designs.
- Produce semantic, standards-compliant, cross-browser compatible HTML/CSS.
- Design effortless and easy-to-use interfaces.
- Program clean, quality code using best practices.
- Provide accurate cost estimates that fairly evaluates our time, yet removes the high management padding and “reputation” fees of huge agencies.
Transition
We will continue to do client work until we’ve saved up enough money to take two months off and concentrate on building our own product.
Phase II: Build a subscription-based web product
- Take one of the many online services (invoicing, mailing list management, CMS, sending files, etc.) we use ourselves on a daily basis and build our own better version. Remove any features that we don’t use, improve the speed, simplify the interface, and apply the unique knowledge we gained from working with clients in many different industries to create a superior product.
- Charge customers a monthly fee for our web-based application. Use the “free until you are successful model” and offer an easy-to-sign-up, fully-functional version of the product for free, but with a reasonable limit to the number of clients, recipients, or file space you can have before requiring an upgrade to a paid version.
The basic idea is to provide web design and development services, save up enough money to spend two months developing our own product, then support that product as if its was a client. Rinse, lather, repeat until the revenue from our products can support the company.
January 3rd, 2009
#1. Form elements without a label tag. It really bothers me when check boxes don’t have an associated label tag and you can’t click the text next to the check box. While its not the biggest usability faux pas one can make, it goes a long way to demonstrate someone’s attention to detail and their comprehensive knowledge of HTML. Since HTML/CSS is one of those skills that’s very easy to understand the basics, yet has a huge impact on usability, Googleability (a.k.a. SEO), and accessibility, its very important to be able to discern high quality HTML from someone who just hacks away until it looks fine in IE6. Here are examples of check boxes from two companies I respect; Shopify does it correctly, while 37Signals does not.
Shopify

37Signals’ Basecamp

The code for a proper checkbox is simple:
<input type="checkbox" id="tos" name="tos" />
<label for="tos">I agree to the Terms of Service</label>
#2. Hover over pop up windows. When the Internet was first invented by Al Gore, pop up windows were a huge source of advertising. Nowadays every modern browser has pop up blocking and only the least scrupulous sites (viarga pushers, porn poppers, “health and fitness” tips subscriptions) still utilize pop ups. Yet today there are entire companies dedicated to “in text” or “contextual” advertising. They create fake links out of keywords on your site and annoy you with a javascript pop up window when you hover over the link. Snap.com calls it a “user experience upgrade” by providing a tiny preview thumbnail of the page the links goes to in addition to an advertisement. I would call it a waste of bandwidth that just slows down your site and causes annoying unexpected pop ups when users move their mouse around.
One way AnandTech “monetizes” its content is by annoying its users.

When Xanga first implemented this, there were tons of users asking how to turn it off. Luckily there’s a setting in your preferences, but its unfortunate for all the people who find it annoying and don’t try to see if you can turn it off.

December 31st, 2008

Should I freelance? Should I start my own company?
I’m not going to write about the unlimited earning potential or risk-to-reward ratios or entrepreneurship and combining the factors of production because a) its boring, b) money is a terrible motivator, and c) if you were interested in such things you probably already own a real estate, commodities trading, or financial services company. Here are some reasons why I decided that day jobs are not for me:
- You control how successful you are. There is no layer of management to take credit for your work, no bureaucracy to prevent you from ever getting noticed by someone “who matters.” I believe that if you are persistent and put yourself out there, you will go as far as your skills and abilities will take you. Many talented people enter the workforce only to languish in mediocrity and make excuses. I’m sure there are a few corporate ladders out there that are fair and accessible at all rungs, but most are not so why take the risk?
- You will never again ask, “Why should I work any harder if the only reward for completing a project early is boredom?” In poor corporate environments, there is no motivation to get your work done any faster than the schedule set by a project manager who usually has very little technical knowledge. If you happen to finish something early, you are either rewarded with nothing to do or useless mundane tasks (you know, that one project that is constantly passed on to the latest sucker and never completed). Of course you can’t leave early because that would look bad so you effectively become a good seat warmer. When you work for yourself, the reward for being good at what you do is you can either move on to your next client and make more money or take the rest of the day off.
- If you start in your spare time, while employed, you have very little to lose. Got a great idea for a product? Feel like your department is so inefficient you can actually do your job and freelance while at work? Put your effort where your mouth is and jump in. Just replace some of that Internet browsing with a little bit of coding time. You’re supposed to enjoy building things anyway, right? You’ll be surprised how far you get in no time. How many times have you heard someone say, “I could’ve written Twitter in a week!” or “I built that exact iPhone app in Java back in college on a hangover!” It doesn’t matter that Facebook already exists. If you feel you can build a better version called Bobbook and Bobbook gets even 10% the success of Facebook, wouldn’t it have been worth it?
- You can have a week night to yourself and still be productive the next day. Your brother from Albuquerque only visits once a year and you want to show him a good time. An old college buddy is passing through on their cross country bike trip. Its your friend’s birthday, you know, the one who is really good at peer pressuring everyone to stay out and have one more drink. So you go out and about your third Appletini in comes that dreaded thought, “Should I call in sick tomorrow? Well let’s see… I have 3.25 sick days left this year…” and you order that fourth Appletini. Except you forgot that you were supposed to use those days as a part of your vacation to The Maldive Islands next month so you trudge into work the next morning with a horrible hangover and waste an entire day being a zombie. No boss would understand the logic behind, “listen I actually enjoy my work and being productive, but my brother was in town last night and I had a few too many drinks so if you’d just let me sleep in a bit I would get much more done in those 4 hours than if I had to come in at 9AM and be a zombie for 8 hours.”
- You control your own time. Let’s say your true passion is crocheting doilies for antique couches or doing speed runs of text-based dungeon crawls. Its very hard to make a living with either of those talents, which is why you’re a PHP developer, a much more employable skill. Plus PHP is still pretty high on your list of things you enjoy. However, you get all your work done in 2 hours everyday and you spend the rest of your time on crocheting message boards dreaming of rushing home to try out a new stitch. If you worked for yourself you could use that motivation to learn how to write higher quality code more efficiently so you can do the same amount of work in less time and end up having more time to spend with your kids or doing dungeon crawls, whichever your true love may be.
- You will never have to think, “If I do THAT for you as well, what the *$%@ do YOU do?!?!” about your boss. You do all the actual work already, but then your boss asks you to handle the client phone calls while he’s gone. Then as your reward for handling them so well, you now get more calls from your boss’ client than your mother. Upper management needs a status report about your project or a quote for something new. Since you are the technical expert, your boss asks you to write it up and send it to him for revision. It sits in boss’ inbox for three weeks and gets forwarded on untouched. The boss’ golf buddy needs a site for his daughter’s wedding, golf buddy pays boss $10k and a box of Cubans for the favor, you end up doing the work for $0 extra pay. There’s a meeting with a potential new client and boss wants you to go sell the company to them. In the end, you feel like you’re pretty much running the entire place anyway, so its time to steal all his clients and start your own company.
December 30th, 2008
Got the Gmail stickers that I sent for in the mail today. I don’t get why the “void where prohibited” legal disclaimer is required. Is there a place this planet where obtaining free stickers is prohibited by law and if Google sent stickers there they would get sued? But it looks like I have the same color desk as someone who works at Google. I hope that means I am as smart as a Google employee.

December 29th, 2008
- You might never make more money per effort hour with your own company. Back when banks and financials still existed, people would be jealous of 28-year-old “financial analysts” who made $115k/yr + $20k bonus. The twenty-something would inevitably start telling you how they work 100 hours per week and then proceed to make comparisons to the hourly wage of a Starbucks “barista.” Most developers I know have a pretty relaxed work life. They spend a large part of their day chatting online, reading Slashdot, checking XKCD, or doing some form of “research” on the Internet. While its never quite the “fifteen minutes of real, actual, work in a given week” of Office Space, you will work a lot less at a full-time job than if you started your own company.
- The Fred Flintstone/Homer Simpson feeling. You know the intro to The Flintstones/The Simpsons when Fred/Homer is at work and the 5 o’clock Pterodactyl/whistle goes off and they drop the pile of rocks/radioactive rod they’re working on to hurry home to their families? I’m sure you all have felt that weight coming off your shoulders after a day of long, useless meetings or the sigh of relief after staring at the clock for hours because you have absolutely no work to do whatsoever. With a job you get to put your work life completely on hold for the night/weekend/holiday and not have to think about it until the next morning.

- You don’t have to worry about things like accountants, lawyers, bookkeeping, filing annual reports, etc. You love to come up with inventive solutions to problems. You love to code. Sometimes you might even enjoy sending emails if you are helping someone out with your technical knowledge, but there’s no way in hell you’ll enjoy paying someone to file your taxes, paying someone to protect your interests, keeping track of all your income/expenses, or paying the government to keep your company name in existence.
- You won’t have to think about “networking” or attending “networking functions.” If you are in the technology field, chances are your personality skews towards introverted and you have a slight to complete disdain for the lack of logic and/or intelligence exhibited by some humans. Luckily, part of your boss’ job is to create and remove the co-workers with which you converse about the lack of logic and/or intelligence exhibited by some humans. Try to imagine meeting such like-minded people all on your own? The ironic part is that networking becomes one of those things you have to think about once you’re on your own. The best way to kick start your startup is to meet as many people as you can while employed or find one of those rare species of humans who are technically-inclined and actually don’t mind being around people.
In a very predictable way to get you to come back, I’ll post the other six reasons why you should not start your own company, as well as reasons why you should start your own company in separate posts.
December 28th, 2008
Simande LLC was formed in the great state of New Jersey on June 24th, 2008 (which is also Mick Fleetwood’s 61st birthday). The name Simande is a portmanteau (or “blending of words” for you non-French out there) of Simple and Effective, which is our approach to things. We came up with it through the complicated scientific method of making a list, thinking it over for way too long, and asking everyone we knew for their opinion. My only criteria for a company name was that it doesn’t sound too generic (like OnlineWebTech Co., Internet Creators Inc., etc. [these aren't real companies just random generic names I just came up with]) and isn’t too long (like Creative Designs and Technical Development LLC) because I don’t enjoy overly long URLs.

Katyn massacre dedication statue, Exchange Place, Jersey City, NJ
Starting a business is actually quite simple. You fill out an online form to file for a certificate of formation and then you apply for a Federal Employee Identification Number (EIN). This process requires a computer, the Internet, an email address and takes about 15 minutes and $125.- in NJ. I should sell “You too can be a serial entreprenuer!” kits on eBay for $250.
After filing that “paperwork,” securing a domain name, and setting up email/hosting, came the hard part of writing down a “business plan” and turning that into content for our site.
Stay tuned for part 2, “writing.”