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October 26
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GRANGER COLLECTION
UNSUNG HEROES
J A M E S A R M I S T E A D
P a t r i o t S p y
by Madison Gray
Wars are rarely fought without the use of spies and the American Revolution was no exception. Arguably, the most important Revolutionary War spy was a slave named James Armistead. Born around 1748 in New Kent, Va., Armistead was given permission by his master to join the revolutionary cause. Although many fought as soldiers, blacks, both free and enslaved were being used by the British and the Americans to gain intelligence against each other. Armistead, however, was used by both sides, making him a double-agent. In 1781, he joined the army and was put in service under the Marquis de Lafayette, who was desperately trying to fight the chaos caused in Virginia by turncoat soldier Benedict Arnold. His forces diminished by British Gen. Charles Cornwallis' troops, Lafayette needed reliable information about enemy movements. Armistead began his work posing as an escaped slave, entering Arnold's camp as an orderly and guide, then sent what he learned back to Lafayette. He later returned north with Arnold and was posted close enough to Cornwallis' camp to learn further details of British operations without being detected. By also being used as a British spy (who fed them inaccurate data), Armistead was able to travel freely between both sides. One day, he discovered that the British naval fleet was moving 10,000 troops to Yorktown, Va., making it a central post for their operation. Using the intricate details Armistead provided, Lafayette and a stunned, but relieved George Washington lay siege to the town. Concentrating both American and French forces, a huge blockade was formed, crippling the British military and resulting in their surrender on Oct. 19, 1781. Rex Ellis, vice president of Colonial Williamsburg's Historic Area, says Armistead's role was critical to the American victory. "If he had not given the information that he gave at the strategic time he did, they would not have had the intelligence to create the blockade that ended the war." Despite his critical actions, Armistead had to petition the Virginia legislature for manumission. Lafayette assisted him by writing a recommendation for his freedom, which was granted in 1787. In gratitude Armistead adopted Lafayette's surname and lived as a farmer in Virignia until his death in 1830. | October 04
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Why You Should Consider a Partnership with Microsoft
When building a business, you need not only time and money, but friends who can help. For software development, the Microsoft Partner Program provides the resources and the help you need to get your software business off the ground.
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You have a great idea for a software program. You start a business, fund it with your life savings or with VC funds from a opportunistic investor, and hire a team of developers to turn your software idea from a mere dream to tangible reality. This reality includes the fact that the odds are against you even before you incorporate, as the majority of startups close shop within a year. I don't need to say it but I will…you need all the help you can get when building a business. From developing a business plan to creating marketing campaigns to building the software product, it all takes time and money.
A great benefit of being in business, however, is that you can find friends that are willing to help. These friends, or partners, can provide a major boost to your efforts, but the key is to make sure that you share at least one common goal. Very few altruists exist in the world and even fewer exist in the business world. Therefore, the best friend/partner you can find in the business world is one that receives a benefit from helping your business become successful.
Microsoft is one such stakeholder for your business. You see, if you develop your software solution on the Windows® platform and with Microsoft technologies, Microsoft has an inherent financial interest in the success of your company. Each time you sell your Microsoft®-based software to end customers, you are in effect influencing the sale of the Windows platform and other Microsoft components—depending on what you have based it on, such as Microsoft SQL Server®, SharePoint®, and now even Microsoft Office® applications.
For the Independent Software Vendor (ISV) building software products, the Microsoft Partner Program (MSPP) provides a wealth of benefits and resources that span all aspects of your business. Almost all the tools required to plan, market, build, and deliver your product Microsoft provides. In fact, the wealth of information included at even the minimum partnership level can be so rich as to be overwhelming at the same time. But as a software developer and Microsoft partner, I can tell you it's easy to get started in MSPP and you won't regret the level of support that it can provide.
The MSPP in Three Minutes or Less
The challenge for Microsoft is to operate a partner program that is relevant to Microsoft customers, while benefiting its partners. This may come as a surprise since the name of the program is the Microsoft Partner Program (emphasis added). The reason for this is that Microsoft generates the majority of its revenue through partners (~96 percent). Thus, partners are one of the cornerstones to Microsoft's continued business success and it is a significant channel to the end customer. As a result, the software you build can benefit Microsoft's bottom line. Microsoft knows how to sell software and provide development, sales and marketing expertise to you through the MSPP.
Another challenge for the MSPP is that it must be flexible enough to work with all types of potential partners. No two businesses are alike and they vary in size, mission, nationality, profit-focus, and more. Recognizing this, Microsoft built a partner program that flexes and can twist and contort to conform to the shape of your business.
Types of Partners
One of the best ways to understand the MSPP is to see the world from Microsoft's point-of-view. Microsoft wants to know how to label your business as it helps them understand your target market. What type of partner are you? What kinds of products and services do you provide? What Microsoft products does your product support? When working with partners, Microsoft wants to know all they can so they can effectively refer the partner to Microsoft customers. As such, Microsoft will ultimately label your company in one or more of the following categories (they use the term Competency instead of category):
- OEM Hardware: Businesses that build PCs and/or servers. These partners include Microsoft software on the systems they build.
- System Integrators: Businesses that implement and deploy software solutions for their clients. These partners craft software solutions for their clients using the full stack Microsoft products.
- Infrastructure Solutions: Businesses that design, implement, and manage network infrastructure solutions for their clients. These partners make a living with Active Directory, Exchange, SMS, etc.
- Custom Development: Businesses that design, develop, and deploy custom software solutions based on their clients' requirements. These solutions can be web-based or Windows-based built on the Microsoft product stack.
- Information Worker: Businesses building software that works with Microsoft Office, including SharePoint, fall into this category. This is a far-reaching category as it includes Project solutions, Office Add-Ins, Portal solutions, etc.
- ISV Solutions: Businesses building packaged software products built with Microsoft products and technologies. These partners want to sell as much of their software to as many customers as possible…just like Microsoft, but maybe just not as large.
This list is only a sampling. There are other categories such as Data Management, Licensing, Learning Solutions, and Mobile Solutions—more than I can cover here. Visit Microsoft's Partner site to learn more. For the remainder of this article, I assume you are an ISV and will present the information with the ISV partner in-mind.
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Why You Should Consider a Partnership with Microsoft (cont'd) |
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Partnership Levels
Recognizing that not all partners desire the same level of commitment, Microsoft created three partnership levels: Registered, Certified, and Gold Certified.
Registered
This is the door-way to the MSPP. You have to start somewhere and this level is a simple, no-cost partner membership that gets you going as a Microsoft partner. Really all that is required of you is to apply to the program and agree to the terms of the MSPP. Registered-level benefits include:
- Business Plan advice and resources
- Marketing advice and resources
- Sales tools
- Development training resources
- Option to purchase Microsoft Action Pack Subscription (i.e. Microsoft software licenses)
Think of it like wading in a public pool. It allows you to get your feet wet while deciding if you want to jump in or not.
Certified
Certified is the logical next step if you want to engage with Microsoft in an active partnership. To become certified you will need to make an investment in terms of your time and a fee to join. Although the requirements vary depending on which competency you pursue (more on this in the next section), Certified partners in general have at least two certified professionals on staff or one tested product. The MSPP utilizes a points system and it requires 50 Partner Points to reach the Certified level. The point system can seem complex at first glance but downloading the partner guide can help make it clear (the points model begins on page 8). But rest easy, because if you meet the requirements I just laid out, you should have earned the required 50 points to be Certified. Certified partners have proven their expertise to Microsoft and consequently receive more partner benefits. Certified-level benefits include:
- All Registered-level benefits
- Microsoft product licenses for internal use
- TechNet Subscription
- Visual Studio 2005 Professional licenses
- Access to betas
- Business Value Advisor Toolkit
- Sales and Marketing Toolkits
- Selling Resources (i.e. analysis of competing products)
- Technical Demonstration Toolkits (Virtual PCs for demo purposes)
- Telephone Support
- Marketing Event Support
- Access to marketing funds
In addition to these benefits, there is a definite status involved for Certified partners when working with Microsoft. This partner level, although programmatic, begins to opens doors within Microsoft. For example, the last two bullet points are only available to Certified partners and above. Microsoft has funds available to help you host a marketing event that promotes your and Microsoft's products. All you have to do is be on the look-out for the offers once you are in.
Gold Certified
This is the highest level within the MSPP and Microsoft makes it worth the added effort to achieve it. For starters, Gold partners receive priority access to all things Microsoft. If you want Microsoft's attention and want to work with them closely, then you'll need to earn Gold Certification. The Gold-level benefits include:
- All Registered-level benefits
- All Certified-level benefits
- Additional Microsoft product licenses for internal use
- Access to the Partner Training and Readiness Center
- Visual Studio 2005 Team Edition licenses
- Technical Service Coordinator
Basically, the Gold-level can give your business priority by Microsoft in terms of ensuring you are up-to-speed on their products and technology as you build your products. Achieving Gold Certification involves the same type of investments as Certified status, but more of them. A primary differentiator of Gold Certified level is these partners have a more extensive track record as evidenced by the additional competencies earned, the additional certified professionals they have on their staff, the list of satisfied clients, and more. All of these items represent additional partner points needed to earn Gold Certified status (currently 120 points are required along with earning at least one competency). To learn all the details involving the Partner Points system download the MSPP overview.
The Road to Partner Certification—Getting Started with Empower for ISVs Offering
For the ISV, Microsoft has a unique partner offering called Empower for ISVs. This offering is specially designed to aid the ISV as they build their product with the Microsoft Platform. Empower isn't a partner level but it resembles one due to the benefits and support offered to the Empower members. The reality, however, is that Empower members are Registered-level partners seeking to have their software products certified for one or more Microsoft products.
Microsoft provides strong support for this offering because they want to see more and more companies writing software products on their platform. As a result, Microsoft provides the following benefits to any MSPP partner that joins Empower:
- Windows Vista (or XP)
- Office 2007 (or 2003)
- Windows Server 2003
- Exchange Server 2003
- SQL Server 2005
- SharePoint Server 2007 (or 2003)
- MSDN Premium Subscription (dev and testing license)
- Visual Studio 2005 Professional
- Access to the MSDN managed newsgroups
- 10 hours ISV Advisory Services (developer-focused technical assistance—don't underestimate the values of this service)
- Access to pre-release Microsoft software (if you plan to support future versions of Microsoft software this is a must-have)
These benefits are typically reserved for the Certified or Gold Certified partners-only. Empower offers these benefits and access to Microsoft resources to ISV partners at the Registered level. In addition, the cost to join the program is only $375 (the Certified levels cost $1,450 in comparison) The benefits provided are worth more than $10,000.
The requirements for Empower are:
- Be a Registered partner
- Submit your company's website URL at the time of enrollment
- Agree to the program terms
- Pay the program membership fee
- Complete the profile questionnaire for your planned product
- Develop and release your product within 24 months of joining the Empower for ISVs
I have first-hand experience with this program. My company joined Empower in 2005 and recently graduated to full certified status (with Gold coming soon). My experience with Empower was critical to our ability to build our product. Given that we were a startup then (and in a lot of ways still are) the fact that we could have access to all the Microsoft developer tools for a nominal fee was significant. Without this program, our other option was to purchase the tools needed to build and test our product through a software reseller at a much higher cost. This would have hurt our ability to invest in our product and would not have included any of the other benefits, particularly the Advisory Services.
My experience with the Advisory Services was positive as well. In fact, I didn't realize this benefit existed until I received a call from Microsoft explaining the benefits and asking how they could tailor some sessions for my development team. Microsoft sees the Advisory Services as an important benefit and they will follow-up with you to see how they can help you build your product.
If you are building packaged software products and target the Microsoft Platform, it is worth your time to enroll in Empower for ISVs. This program is "quick start" to achieving Certified Partner status in the Microsoft Partner Program and in a lot of ways, Microsoft has done the work for you, all that's left is for you to build a rocking piece of software.
*This article was commissioned by and prepared for Microsoft Corporation. This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
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Ty Anderson is a partner at Cogent Company, a Microsoft-based consultancy in Dallas that helps organizations use Microsoft technologies to grow their business. Ty is a regular contributor to Devx.com, wrote Office Programming 2003: Real World Applications (Apress), and loves to wear his yellow A's hat | |
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