Sessions, Speakers & Schedule – 2013

Friday, Sept 27 Saturday, Sept 28 Sunday, Sept 29
Paradise E
Continental Breakfast Continental Breakfast Continental Breakfast
Paradise D
Grow your Business to Multi-Device with Mobile & Mac
David i. More »
Google AdWords – Winning the War and Making it Work
Aaron Weiner More »
Taking the Fear Out of Public Speaking
Dave Zybert More »
Paradise D
Connected Apps: The New Normal
Leyla Seka More »
Practical Roadmap to High Performing Websites
Razvan Neagu More »
Be prepared. Don’t let the world kick you in the assets!
Cheri Hill More »
Paradise D
33 High Tech Myths and How They Can Hurt You
Gary Elfring More »
Conversations to Create More Customers
Jessica Dewell More »
Website Reviews: How’s YOUR Website?
Sue, Nico & Raz More »
Paradise E
Lunch Lunch End of Conference
Paradise D
How to Sell Software on Facebook
Nico Westerdale More »
The Cloud for ISVs
Jesse Anderson More »

Evening Events

Welcome Reception

Shoot Out!

Dinner & Show Downtown

Paradise D
SEO: What Works, Digital Strategy, and a Contrarian
Jess, Razvan & Jesse More »
Avoiding Problems when Working with Freelancers
Jim Coutu More »
Paradise D
Bridging the Gap Between Download and Sale
Evan Digby More »
Secondary Offer Networks
Mark Marrocco More »
 Thursday, September 26
5-9 pm Registration open at table on Paradise Terrace
7-9 pm
Paradise Terrace
Welcome Reception
Appetizers, Desserts, Open bar
 Friday, September 27
8am-2pm* Registration open at table on Paradise Terrace
9am-5pm* Business consultations (with sponsors) available at tables on Paradise Terrace
7-9 pm
Paradise Terrace
Shoot Out!
Games & Prizes, Appetizers, Dessert, Cash bar
 Saturday, September 28
9am-5pm* Business consultations (with sponsors) available at tables on Paradise Terrace
Downtown Reno Night on the Town!
Dinner & a Comedy Show downtown
Free Transportation – Dinner & Show at own expense
Details in conference program
9am – ? Business consultations (with sponsors) available at tables on Paradise Terrace

* May be unavailable during lunch hour

Speakers and events may change without notice – but we hope not!

The food at the Atlantis Resort is amazingly delicious!

Last year’s attendees said it was the best conference fare they’d ever had.   (Paid ISVCon registration required for meals/receptions)

Thursday’s Welcome Reception menu includes imported and domestic cheeses with crackers, antipasto of seasonal grilled vegetables, roasted peppers, kalamata olives & fine italian deli meats, olive caper & roasted garlic tapenades on crostini, mini shrimp & pork egg rolls, mini deviled crab cakes with remoulade, florentine mushroom caps, cilantro-lime chicken kabobs, chocolate dipped strawberries, petit fours &truffles — and if that’s not enough, we’ll have an open bar (free drinks!).

Friday’s Breakfast includes fresh sliced seasonal fruit & berries, deluxe assortment of freshly baked breakfast breads, danish, bagels &croissants, with chilled orange, apple and cranberry juices, freshly brewed coffee, decaffeinated coffee, assorted hot teas and hot chocolate.

Friday’s Lunch is a chilled deli buffet that includes roast beef, ham, turkey, capicola & salami, sliced cheddar, provolone & swiss cheese, sliced tomatos, onions, lettuce, pickles, sliced breads, mayo, mustard, tossed green salad, potato salad, broccoli walnut salad, cookies &brownies, roasted regular and decaf coffee, specialty teas, iced tea and soft drinks.

Friday Evening’s Shoot-Out menu includes imported and domestic cheese, seasonal grilled vegetables, swedish meatballs, artichoke &kalamata olive tartlets, buffalo chicken wings with ranch dressing, santa fe chicken mini burritos and fresh berries & white chocolate mousse in a chocolate cup. There will also be a cash bar, with prices from $2.75 – $6.50 per drink.

Saturday’s Breakfast includes fresh sliced seasonal fruit & berries, deluxe assortment of freshly baked breakfast breads, danish, bagels &croissants, with chilled orange, apple and cranberry juices, freshly brewed coffee, decaffeinated coffee, assorted hot teas and hot chocolate.

Saturday’s Lunch is an Italian inspired buffet with antipasto salad, caesar salad, sliced seasonal fruit, chianti braised beef tips, chicken pomodoro, lasagna bolognese, mushroom ravioli alfredo, seasonal vegetable medley, rosemary foccacia bread, tiramisu cake, mini cannolis, biscotti, roasted regular and decaf coffee, specialty teas, iced tea and soft drinks.

Saturday night you have the option to take ISVCon’s free minibus downtown. You can join the ISVCon group for a comedy show at the Pioneer Underground, and dinner at a choice of restaurants within walking distance of the show (dinner and show at your expense). Look for more information in the ISVCon program booklet.

Sunday’s Breakfast includes breakfast burritos, fresh sliced seasonal fruit & berries, deluxe assortment of freshly baked breakfast breads, danish & bagels, with chilled orange, apple and cranberry juices, freshly brewed coffee, decaffeinated coffee, assorted hot teas and hot chocolate.

We’ll also enjoy coffee/tea/soda breaks on Friday through Sunday mornings, and on Friday & Saturday afternoons, too.

Growing your Windows ISV Business to Multi-Device with Mobile & Mac

For ISVs, MicroISVs and Enterprises, a major application development challenge today is supporting the growing heterogeneous mix of client devices, UI approaches, OS versions, and emerging form factors.

This presentation will cover the growth of multi-device platforms both as additions to the traditional Windows desktop industry and as replacements for a Windows only world.

David will showcase the evolution of the client/desktop landscape, the new multi-device revolution, vendor tool approaches for individual platforms and multi-platforms, multi-device application requirements, user experience expectations, and platform user experience requirements.

At the end of the presentation, David will briefly showcase Embarcadero’s ISV/MicroISV solutions for native code and virtual code multi-device development.

David Intersimone

David Intersimone (known to many as David I.) is a passionate and innovative software industry veteran-often referred to as a developer icon-who extols and educates the world on Embarcadero developer and database tools and runs the company’s rampant online community.

David is a long-standing champion of architects, developers and database professionals and works to ensure that their needs are folded into Embarcadero’s strategic product plans.

Before Embarcadero, David spent more than 20 years with Borland in various evangelism, engineering, and development capacities, including creating the company’s developer relations program. He previously served as Director of Product Services for Softsel Computer Products Inc. (now Merisel).

David is currently the Vice President of Developer Relations and Chief Evangelist for Embarcadero. He holds a bachelor’s degree in computer science from California Polytechnic State University at San Luis Obispo, California.

Google AdWords – Winning the War and Making it Work

AdWords just pulled the rug out from underneath you. Learn how recent changes will impact your account’s performance and how you can overcome them.

Manager’s note: Aaron’s Advanced AdWords session was one of the most popular, and most appreciated, at last year’s ISVCon. If you use AdWords, or are thinking about using AdWords, what you learn in this session could well pay for the cost of coming to the conference. And Aaron is happy to help when attendees have questions for him – this is your chance to pick the brain of an AdWords expert. -Sue

Aaron Weiner

Aaron Weiner has been working as part of the SoftwarePromotions team since 2001, and has been managing client AdWords accounts for more than seven years. He is a Google AdWords Certified Professional.

Aaron spends around seven hours a day working with AdWords accounts for companies in the areas of software, the tourism industry, ecommerce providers, direct mail solutions, real estate, and more. Aaron lives, breathes and sleeps AdWords.

Taking the Fear Out of Public Speaking

From an intimate board room to a full convention hall, the question is simple: How do I speak in front of a group of people without fear?

This one hour exorcism will allow you to dispel that sinking feeling in the pit of your stomach when someone says, “We’d like you to speak…”

You’ll learn relaxation and concentration techniques and a useful process for eliminating anxiety the next time you’re asked to address a crowd, taught by an actor/director with over forty years of experience in front of live audiences.

David Zybert

Dave has been annoying audiences since the age of six, as an actor, director, singer, and writer. His credits are many and varied—he has done television, film, and his first love, theater. He roots for the Los Angeles Angels and is a proud Rotarian. Born with a twisted outlook on life and a bizarre talent for free association and bad puns, David has found peace, home, and family in Reno, Nevada.

Connected Apps: The New Normal

The market for standalone business apps is shrinking as many consumers move into cloud and mobile environments. The new normal of apps is all about connecting all of the information and knowledge out there so that it’s useful to each unique user.

The user experience is also important, more than ever before. In a market where apps are abandoned quickly if they don’t add value, it’s vital to understand how to deliver a great user experience.

This session will teach you everything you need to know to successfully build and deploy connected apps with great user experiences that you need to power your software business into the future.

Leyla Seka

As Vice President of’s AppExchange and Partner Operations, Leyla Seka is responsible for building and growing a robust and innovative partner ecosystem. She oversees the Salesforce AppExchange, the world’s leading business apps marketplace, and manages’s programs that support ISVs building and selling next-generation cloud computing applications on the Salesforce Platform. Since launching six years ago, the AppExchange has amassed over 1,700 apps which have been installed more than 1.5 million times, truly transforming the way companies are buying and consuming enterprise technology.

Prior to, Leyla worked in product management and marketing organizations at Primavera Systems (acquired by Oracle), Evolve Software, Vivant and Eutron SPA. Leyla also spent two years as a Peace Corps officer in Mali West Africa. She holds a B.A. in International Relations and French from the University of California at Davis and an MBA from the Masagung School of Management at the University of San Francisco.

Practical Roadmap to High Performing Websites

Your website is your #1 sales tool, but often it’s the last thing you work on. You’re tired, you’re over it, and the website gets thrown together as a quick and dirty project. It deserves better.

This talk will take you step-by-step through the important phases for building a website that (1) gets found and (2) sells products and services effectively.

You will learn helpful planning, design and development steps that will take you through marketing, SEO and maintenance to ensure great professional results.

Practical tips and tricks will be provided together with checklists and templates to maximize the performance of your website on multiple levels.

Razvan (Raz) Neagu

Razvan founded Komotion in 1997 to craft engaging and immersive user experiences using digital technologies. Since 1999, he has also developed and sold shareware software products online.

Razvan’s first product was Web Gallery Wizard, which grew over the years into a suite of 5 different product editions under the “Shozam” umbrella name. His company evolved to also provide a web design service to businesses.

His focus throughout has been to automate and simplify the process of creating professional looking websites for consumers and businesses.

Be Prepared. Don’t let the world kick you in the assets!

You’ve made the big decision to be in business for yourself, but when it comes to the kind of business, there is a lot of confusion about what should you be (and why) – a sole proprietor, a corporation or LLC?

Cheri will talk about the importance of putting the right foundation under your business. Her goal is that you fully understand the strategies and solutions that will maximize your business potential, reduce your tax liability, increase profitability, and build a firewall between your personal and business assets.

In this session, Cheri will speak with frankness about the joys and frustrations of being a business owner, and offer insights on how the way your business is organized can affect you long-term.

Cheri S. Hill
Sage International, Inc.

Cheri S. Hill, the “Wealth Protection Diva”, has been a successful entrepreneur/business owner/business strategist for the past 20 years as President & CEO of Sage International, Inc.

Cheri is a national speaker, bestselling author, host of the weekly “Cheri Hill Show” on 99.1FMTalk Radio and motivational teacher of financial education, business development and wealth protection strategies.

33 High Tech Business Myths (and how they can hurt your company)

Some of the most common business ideas are nothing more than myths, and this misinformation can harm your company. Many of these myths lack any form of common sense, yet are widespread throughout the high tech business world. People actually base entire business plans on specific myths!

It is important to recognize this folklore and understand why it is wrong or may not apply to your company.

This session will take a look at the 33 most prevalent myths and discover why they are wrong and how they can hurt your firm. The myths we are discussing here come in five major categories:

  1. Idea myths
  2. People myths
  3. General business myths
  4. Marketing myths
  5. Technology myths

Recognizing a myth and understanding why it isn’t true or doesn’t apply to your firm will save your company time, money, and market share. Be smart and don’t be fooled.

Gary Elfring
Elfring Fonts & Bar Codes

Gary Elfring has been writing commercial software since forever. His firm employs five people and sells bar coding, check printing, and font related products. His products are sold both on line and on Amazon.

Gary is currently also a moderator at OnStartups, a web site that answers questions about starting new businesses.

Gary has written several books, numerous magazine articles, and has one patent. He also taught a series of programming seminars for McGraw Hill throughout the US and Europe.

He joined the ASP in 1989, was elected to the ASP Board of Directors in 1991, and was elected Chairman of the ASP Board of Directors in 1992. Gary served on the SIAF board of directors from 1998 – 2011, which used to run the Shareware Industry Conference each year. He is also a founding member of the European Shareware Conference, (ESCW) and served from 2000-2007.

Conversations to Create More Customers

People are busy. They want information to make the best purchasing decisions. You can make that easy for them by understanding their motivations, and then create marketing messages that talk to them.

In this session, Jess will cover:

  • Four differentiation questions for product positioning
  • Five tactics to optimize listening and replying to your target audience
  • Top tips to build conversation, community, and opportunities to sell
  • Creating customer profiles, to know your target audience
  • Talking to a specific group of people, to increase “share of voice”


Jessica Dewell
Red Direction

Jessica Dewell has years of experience helping ISVs sell software. She originally worked with RegSoft, then moved to Digital River, where she was a regular at conferences. Now she runs her own software marketing company.

Website Reviews: How’s YOUR Website?

This session gets up close and personal with websites. Our panel of experts will provide reviews that include both positive and negative feedback.

The panel will concentrate on providing actionable information for how websites can be improved in order to increase sales and other helpful things, like sometimes decreasing customer support requests.

We are taking volunteers for websites to review. If you are attending ISVCon and would like your website reviewed, please email Sue.

How to Sell Software on Facebook

Over 50% of the US population has a Facebook account, but are they all posting pictures of their cats? Or can ISVs to actually make money selling software on Facebook?

We’ll be looking at real ways to build your Facebook fanbase on a shoestring budget, seeing what posts generate traffic and de-bunking a few Facebook myths.

We’ll also be doing a Q&A of YOUR Facebook Fanpages, where you can get feedback on what you’re doing right and doing wrong (LOLcats not required).

Manager’s Note: Nico has been making money by selling software on Facebook for quite some time. In fact, he pioneered some methods of selling software through Facebook. Because of his work with BitsDuJour, he has had the chance to exhaustively test different methods of Facebook selling, see what works, and measure the results. Furthermore, he’s not only a good speaker, he juggles, too, although I don’t think that’s part of this presentation. Juggling or not, this is one that I won’t miss. I know how to fool around on Facebook, I’m looking forward to learning how to make money there. -Sue

Nico Westerdale

Nico Westerdale and the BitsDuJour team have run thousands of successful software promotions through the daily deals site

Nico was an ISV first, and understands very well the frustration that comes with marketing independent software without draining your bank account.

Nico has also built websites for all sorts of fancy-pants companies (CondeNast, RazorFish, InterActiveCorp) in New York City. He has an English accent, but we suspect it’s totally fake.

The Cloud for ISVs

This session will go in depth with actionable information about how the cloud can help ISVs. You’ll learn how to reduce costs, improve the customer experience, and more.

Jesse Anderson

Jesse Anderson is the man behind the “Million Monkeys Project”. He’s also a successful ISV.

SEO: What Works, Digital Strategy, and a Contrarian

This session has three panelists who will be sharing knowledge and insight about that extremely important, but often ignored subject: Search Engine Optimization, or SEO.

Razvan Neagu creates websites for a living, and does SEO regularly as part of his job. He will share with you what he knows works and doesn’t work.

For Jess Dewell, SEO is part of an entire digital strategy, which she will discuss. She says, “I LOVE the changes with Panda and Penguin.”

Jesse Anderson considers SEO more snake oil than a real product, although he does concede that some SEO is good. He will provide a contrary point of view.

Avoiding Problems when Hiring and Working with Freelancers

Things you will learn in this presentation include:

  • Recognizing bad workers before you hire them
  • Writing project summaries that will attract quality workers
  • Tips on testing common project types
  • What to do when a contractor misses a deadline (and what not to do)
  • A dozen common problems and how to avoid them
  • How to give quality feedback when testing
  • Avoiding blackmail situations

Jim Coutu & Banner Maker Pro

Jim Coutu has successully arbitrated over 500 projects at between employers and workers.

He has also run a successful ISV business for the past 13 years as the owner of GatorData, Inc. His software, Banner Maker Pro, is currently on its 9th version.

Bridging the Gap Between Download and Sale

Using analytics to track downloads and sales is an essential part of selling software online–but what happens in between? How are people making use of your trials?

This presentation will cover techniques for linking your trial up-sell screens to your web analytics to learn the difference between a user who purchases your software and a user who doesn’t.

Evan Digby

Evan has 12 years of experience in software development, sales, and marketing for large consulting firms and ISVs alike. In his current role as Product Manager for SoftwareShield, he works with software companies to implement copy protection solutions designed to help maximize sales.

Secondary Offer Networks

You can drive additional downloads and/or generate additional revenue each time a user downloads your application by leveraging Secondary Offer Networks.

Secondary Offer Networks include install distribution/monetization solutions like,,, and others. These solutions enable software publishers and marketers to either purchase installations of their products (pricing models vary) or monetize installations of their own products through the presentation of additional advertiser products during the download process.

Topics that will be explored include:

  • What is a Secondary Offer Network and how can I use to make more money?
  • Cost-per-Install. What are current rates?
  • How do I evaluate Secondary Offer Networks?
  • How to maximize yield from Secondary Offer Networks?
  • Secondary Offer Networks – Compliance Concerns

Mark Marrocco

Prior to launching Tightrope Interactive, now WebInstall, Mark was the Director of Ad Sales at Full Tango, a subsidiary of Exponential Interactive, where he chartered and managed ongoing strategic relationships with Exponential’s premier direct-response partners including MIVA Direct, IAC/InterActiveCorp, and The University of Phoenix. Before leading the sales efforts of their performance division, Mark was an Advertising Sales Manager at Exponential’s premium ad network, Tribal Fusion. In this role, Mark initiated first contact and established working relationships with several key national interactive advertising agencies including Starcom IP, Carat Fusion, OMD, and Campell-Ewald.

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