AUDIENCE STRATEGY
The following is an analysis of our target audiences. This is an ongoing conversation in order to identify 1) general profiles, 2) desired results and 3) current outreach strategy. Combined, we hope to develop a refined outreach strategy that addresses the needs of each audience.

Background information:
Our core competency is doing the technology instead of domain knowledge. Our current approach at finding work: people call us out of the blue. Government or educational organizations often fund these clients.  It seems that a lot of organizations are already doing open source work and need an addition to the software. They are large integrators who are playing with opengeo products and want to get it into production.  We want to move away from form open source toward enterprise technology consequences. This pushes us into the beltway as a consulting partner, where we provide both the technical as well as the coding.

How we are different:
1)    Fast
2)    Scales
3)    Pretty
4)    And while not as important—we offer an effective use of money.

What this means for the outreach team (overlapping goals):
1)    Create a package (including power point presentation, fact sheet) to spin the OpenGeo suite as a software package.  Start looking at how to be more concise, while emphasizing that we have a capabilities in all the key components—post GIS, Geoserver, GeoWebCache, OpenLayers and GeoExt (
2)    Need to exercise functions looking for good stories; graphical displayed user stories that people can identify with.  
3)    Demos need a context. The idea is not to sell the technology but the solutions:
a.    Mobile disconnected use case
b.    Time dimensions, e.g., the Iraq Body
c.    Imagery that emphasizes suite’s speed
4)    Especially for the web developers’ crowd, it’s important to display information with a more aesthetic and accessible focus.  Regarding the forme, need to put together an sld library and style edior.  This could include little modules that would be integrated with rss readers, wordpress, drupal   
5)    Especially for the tech savvy crowd: educational and referral services.
6)    Become the canonical source—
7)    Possibility: combining opengeo maps other data visualizations, e.g., maps with corresponding pie charts.  Similar to what swivel does.
8)    Suite Support: don’t need to download and configure opengeo components.  Anyone can download, but if you buy you get 100 hours and base maps of the world.
9)    Because the enterprise systems are going to be different, there are technological consequences, e.g., oracle spatial, cloud computing


Our audiences are not distinct categories but overlapping areas.  The following are fluid and brief description of 4 of them:
1) Map Immersed: Buy solutions rather than technology
1.    Geo literate if they don’t understand what’s going on, they are not going to use it.
2.    Because these are often ESRI (aka windows) users, this requires the GeoSuite to work in windows
3.    The typical GIS user are in a couple of key industries:
-    Natural Resource Management:  forestry, watershed, hydrology, geologist, farming, weather
-    Asset Management: City, State and Federal government that need to show the status of things.  This group needs to easily create maps that show where things are happening, e.g., construction, bike paths, snow removal, trash pickup, point-to-point routing, tree planning curb cuts. Alachua is an example of asset management
-    Department of Defense/Intelligence: This is a group that can be typified into two non-exclusive areas: Data imagery systems and data tracking.  Al ot of this work boils down monitoring the constant state common operating picture of people, places, organizations, and things.  This group wants a single display of multiple sourced data in order to  want to know where things and in turn promotes situational awareness. Hey want to create maps that help them see beyond the horizon.
-    Transportation and transit.  Trimet is an example.
-    University level (science and research)
-    Navigation and location-based services; where mobile phone applications, including iphone, android and blackberry can help navigate.  Disconnect use case also relevant, where user collects data and syncs sync later, this is relevant for emergency and disaster relief situations such as Katrina and Chinese earthquake.
-    State, local and federal governments that need to show administrative functions like crime maps
-    
Audience Examples are often government mapping departments or defense orientated clients:
•    DOD
•    NOA (federal weather)
•    NASA (although they do a lot of their own work)
•    Lockhead Martin (LMCO)
•    Northrop Grumman Corporation www.northropgrumman.com/
•    saic
•    sra international
•    csc (computer science corporation)
•    digital globe (data provider)
•    esri (huge turn around in the Obama  admiwhere opensource is getting a fiar meeting)
•    nick government open soirce cnvention. (dc) (find dates) goscon
•    
 

2) Web Developers:
General Description: don't care about the technology just want it to work.  Like the map immersed audience that are solution orientated, but require support, prior art and interesting demonstrations.  They might also be more design orientated rather that technology driven.  This is a group that doesn't want to screw with maps stuff, but rather want to use maps as a design element in an overall site.


This is an audience that:
•    Wants Extensions specific CMS (e.g., drupal, plone, django).
•    Where widgets are relevant and viral strategies can infiltrate.
•    They will find uses for technology that we wont.
•    

Audience Examples:?
 
3) Tech Savvy:
Government and academic groups that needs tools to make things easier need pragmatic ways to get started javascript developers might fit into this.

Audience attributes:
•    Tends to be the open source crowd, geo hacker type people
•    Different the GIS mapping audience because they need our help the least
•    These are the people we educate and train
•    Also the audience for referrals
•    Can help spread opengeo suite and extend openeo capabilities
•    Take the technology to build their own applications
•    Free floating hacker person that gets projects and sets stuff up for people
•    Smallish media companies that own adding/managing a geospatial component for their own customers
•    Related to installation process, need a process that neither forces command line or a wizard.
•    

Examples:
Skylar(sp?) would be an example.
storycoprs..
nytimes, already using geoserver. alot of their stuff is about presentation.


4.    Advocacy and the Developing world
Audience that needs to gather and visualize data, either in crisis situations and/or with limited resources.  For example, maps to support tuberculosis plan routes or software packaging for crowd sourcing.

Examples
Ushahidi: cell phone
world bank
one laptop per child.
voter registration.
Sunlight foundation
indie voter..


Competition
Geocommons is trying to bridge visualization and cartography, with searching on data.  Geocommons is great, but can't control content.