Strategic Marketing Plan
Welcome to the Strategic Marketing Plan for the OpenOffice.org Marketing Project. Copies of the marketing plan are available at marketing.openoffice.org in a variety of formats. This section of the wiki has been setup to transfer a copy of the plan to this site.
- 1 Cover Page
- 2 Table of Contents
- 3 Introduction
- 4 Community Review
- 5 Market Review
- 6 Product Review
- 7 Competitor Review
- 8 Market Segmentation
- 9 Review of the External Environment
- 10 SWOT
- 11 Goals and Objectives
- 12 Strategic Proposals
- 13 Appendix
- 14 References
Table of Contents
What this Plan is...
This document is the first published Strategic Marketing Plan for the OpenOffice.org office productivity suite. Its publication is timed to coincide with the run-up to the second major release of OpenOffice.org, version 2.0. The Plan follows a three-month consultation process with the whole OpenOffice.org Community, and seeks formal adoption by the Community Council at the end of 2004.
The Plan looks at the current market for office productivity suites, at the major players in the field, and seeks to identify trends which will influence the market over the next five years. It looks at OpenOffice.org’s place within the market now, and where it should aim to be by 2010.
The analysis looks at the strengths and weaknesses of the OpenOffice.org suite, and how these should help influence the Community’s response to opportunities and threats in the marketplace.
It also looks in detail at the features of OpenOffice.org and the benefits these deliver to customers. From this analysis, the Plan identifies a number of target markets whose needs are most closely matched by the benefits provided by OpenOffice.org.
Finally, the Plan sets targets for penetration by OpenOffice.org into these target markets, and lists the main strategies which the Marketing Project proposes to achieve these goals.
...and what it is not
This document is not a Strategic Marketing Plan for the OpenOffice.org Community. Just as the software needs to attract users, so the Community needs to attract contributors who want to help the Community achieve its mission statement. This will be the subject of a separate Plan.
As the Plan continues to evolve, the latest version will be available on the Marketing Project web site: http://marketing.openoffice.org/strategy. Comments and contributions are always welcome in the Marketing Project’s strategy discussion forum - see the Project web pages for an archive and details of how to participate.
StarDivision, the original author of the StarOffice suite of software, was founded in Germany in the mid-1980s. Its StarOffice product developed over the next decade into a fully-fledged office productivity suite (spreadsheet, word processor, graphics, presentations) comprising over 7.5 million lines of code, and equalling in functionality the market-leading product (Microsoft Office).
The company was acquired by Sun Microsystems Inc during the summer of 1999, and StarOffice 5.2 was released in June of 2000. That same year, Sun made the momentous decision to open-source the product as OpenOffice.org 1.0 and kick-start the OpenOffice.org Community (the Community) to support, develop, and promote the software under open-source principles. At the same time, Sun decided to use the same codebase as the foundation for the continuing commercial StarOffice product.
The Community(ii) was set up with the following mission statement:
OpenOffice.org Mission Statement To create, as a community, the leading international office suite that will run on all major platforms and provide access to all functionality and data through open-component based APIs and an XML-based file format.
The Community’s Success Criteria are derived directly from the mission statement:
- to grow a world wide Community capable of maintaining, developing, supporting, and promoting OpenOffice.org
- to develop OpenOffice.org to provide all the features expected from a world class office productivity suite
- to grow the market share of OpenOffice.org to a position of leadership
- to design OpenOffice.org to support easy translation into any language (including complex text and vertical writing languages), and provide translations and support in local languages worldwide
- to encourage porting to any computing platform capable of running the software (MS-Windows - all variants; Unix variants - e.g. Sun Solaris; Linux - all significant distributions; Apple Mac; etc)
- to architect OpenOffice.org on a modular basis, callable from all major programming languages, and document fully all APIs.
- to store all OpenOffice.org data in published XML formats and work with standards bodies to ensure compliance with emerging standards for office documents.
[ii]In this document, the term OpenOffice.org is always used to mean the software; the term the Community is used to refer to the OpenOffice.org project.