Soprano Brain Alliance is a fast growing Finnish software developing company, which is particularly specialized in open source web technologies such as PHP, Drupal and Zend Framework. Our clients include large Finnish media corporations, public sector organizations and a handful of start up companies. Company’s founder Jukka Hassinen has build the 35 person employing company in six years. Other key people are Taneli Tikka (Board member), Mikko Hämäläinen (COO), Eetu Hyppönen (Serial Creative Director) and Santeri Lindgren (CTO). Brain Alliance is a part of the NASDAQ OMX listed company Soprano Plc.

Over the years our company has worked with over 60 clients and over 100 projects. Even though we work mainly with medium and big companies, we also like to take part in fresh start-up projects. In fact our key people work with at least one. To mention few: IRC-Galleria, Muxlim, Dopplr, RunToShop, ENCA, Mauton, E8 Personal CRM.

What we have discovered is that regardless the size of a company or project, there is always a room for a simpler definition of “what is a commercial web service” and “how you can monetize one?”

Of course monetizing can be done quickly by googling some ready-to-install applications or by adding simple pay-for-click advertisements. However the more solid strategy is to step out of the box for a minute and start with the overall view.

The crucial thing (1.) is of course the web service itself. That means perfect technical realization and usability. Getting there may take a while, that’s why it’s important to test and trial. First with a closed alpha group and a more input beta version later, for example. Some web services, like for instants Google mail, prefer to stay in beta version forever, others follow the Alpha-Beta-1.0 path directly.

Different developing stages are used for testing and proving the service and collecting user feedback: is it client-oriented, interesting, valid, comprehensive, logical, serving the need etc.? Instant feedback is not only a technical, but also a marketing tool, since lead users tend to spread out the word.

No one wants to use a product that doesn’t work, so we cannot underline more how important technical realization and service design are. Keeping effort in mind, funding is a must. Public funding is a handy leverage as well.

After the technical part is done, it’s time for publication (2.) and communication. Communication tools are publicity, reportage, media relations, advertising and social media resources, among others.

Though it’s good to notice that communication was present already in the earlier stage. You had to find some enthusiastic beta testers some how and you probably didn’t kept absolutely everything in secret. As with all the real life products, you needed to have clear picture of what you’re doing. Presenting your service clearly way before the publication to your team, investors and other interest groups, can be also a very wise thing to do.

When the service is open and rolling, you probably want to get some return on your investments (3.). In other words, you service longs for visitors. Now you should combine a marketing package of advertisement, social media, traditional media and search-engine optimizations, so people would know and want to use your web service. Visitors become users and users become cash flow.

At this stage you might need some help. For example Soprano Brain Alliance works closely with communication company Soprano Plc, so we can offer both marketing and technical approach. Partnerships are also a good option. Web marketing is a whole different story, so we don’t dive deeper in that one right now.

Clearly the process is not this frank in real life. Monetizing and communication strategies should be planned already in the beginning of the project and there will be a necessity for technical maintains and developing after publication. Regardless the schedule and proportion, three steps mentioned above are those, that you can’t opt out.

Brain Alliance has always focused on outstanding programming. We are not trying to turn ourselves into some web-all-in-one shop, but we do have great deal of experience and we see the big picture. That's why we are really excited to guide our clients through the whole process and help them find business partners for every stage.

Want to know more or set up a working and profitable web service or a start-up?
Don’t hesitate to visit www.brainalliance.com or contact Soprano Brain Alliance directly cd@brainalliance.com.