Marketing/SWOT



Fedora Project

Introduction

The Fedora Project 4 Foundations

The SWOT Analysis is a tool to provide a self assessment of a project/organization/venture that provides useful output to help on the strategical planning of the very same project/organization/venture. This was the very first challenge I proposed myself when I joined Fedora Marketing Team. I've chosen to do this for several reasons, being by far the most important of them the fact that I wanted to understand the project.

The subject of this document is the Fedora Project as a community that produces a product known as Fedora Linux, one of the most known Linux distributions available.

To better understand the Fedora Project it is recommended to understand the 4 Fedora Foundations, which provide the basis of the Fedora Project identity. Another relevant document to understand the Fedora Project is the current developing version of the Fedora Marketing Plan which presents interesting information regarding several factors of the Fedora Project, some of this interest factors are:

• Future User Base;
• Brand Notoriety;
• Approach and User Enrolment;

There are other interesting factors that are introduced in the Fedora Marketing Plan, but I will focus only on the three mentioned above because they are the most complete and relevant for the upcoming contents displayed on this document.

SWOT Analysis

A SWOT Analysis is a diagnostic tool used by Marketing Management to evaluate a project or venture strategically and that should provide output information to solve existing problems or to provide strategical guidance through possible threats or opportunities. To better understand the concept behind the SWOT Analysis we will provide a simple example to work as a metaphor for easier understanding of this process.

Some of us in our free time like to go fishing, even if it is casual fishing. When you go fishing there are factors involved, some you can actually manipulate, while others you can only act upon them. Imagine the following:

• The factors you can control - this is everything you have direct influence on, for example, your baits, the fishing pole and the place where you want to go. All of this you can define it by yourself having in mind that your objective is to fish something. The quality of the bait and the fish kind you want to fish is important for the outcome of your fishing session, the same could apply for your fishing as you won't use a small river fishing pole to go fish on the sea, or even the time you choose to fish. All of this you can control to handle the outcome of your fishing venture. In Management and in Marketing also, this set of factors are usually called Internal Environment, and it stands for everything you can directly control. This qualify in Strength's and Weaknesses. As an example, it's a strength to use better quality bait, while it's a weakness if you use lower quality bait.
• The factors you can not control - this set of factors you can't control, but you need to act upon them as they influence your fishing venture. For example, you can not control the tides, but you can select a time of the day when the tide is favourable to you. Off course the tide has influence for the success of your fishing venture. In Management and Marketing we call this set of variables that you not control, just act upon as External Environment and it qualifies as Opportunities or Threats. For example a low tide if you go fishing by boat is a threat to your fishing venture, while if it is a high tide, it's an opportunity instead.

For this SWOT Analysis we are contemplating the following:

• Internal Environment - Composed of Strengths and Weaknesses, all factors that can be changed or ruled by the Fedora Project. We will evaluate them according to the 5M methodology which is based on 5 topics: men, machines, means, measures and methods, keeping in mind 3 key concepts: Quality and Management, Performance/Performance Improvements and Technology.
• External Analysis - Composed by Opportunities and Threats, this are the topics that the management can't directly control, just act upon. This are evaluated under the following topics: Political/Legal Factors, Social/Demographical Factors, Technological Factors and Economical Factors.

In a third stage, the SWOT Analysis presents a conclusion which is the relation of all the data analysed previously and will outcome in a set of measures to apply in order to correct any problems detected or act upon possible threats and opportunities.

The main goal behind this SWOT Analysis is to provide the Fedora Community and Fedora Project with a method to perform future SWOT Documents. It was thought to comply with the methodology proposed and to provide a valid practical document easy to modify according to future needs. There is also some academical value on this, as the present document tries to explain some concepts so that the Fedora Community can understand why we do this, how and why it is relevant.

Internal Environment

It is more important to do what is strategically right than what is immediately profitable. Philip Kotler

The Internal Environment Analysis is a self assessment of the Fedora Project based on all the factors that the Fedora Project can control directly. From this Analysis we will identify factors that will classified under Strengths or Weaknesses. This factors are to be taken into consideration related to the following aspects:

• Quality and Management
• Performance / Performance Improvements
• Technology

For the Internal Environment Analysis we will take into consideration the following:

• There is a product called Fedora Linux;
• Infra-structure (physical and intellectual) for this analysis is a part of the 'product' Fedora Linux;
• The group of people, sponsors, contributors, enthusiasts, etc, behind the 'product' Fedora Linux is the Fedora Community;
• The audience is defined by the information on Fedora's Marketing Plan.

Strengths

The Fedora Project manages many synergies around it, some of them are Strengths, factors that provide positive synergies for the project. To analyse this, we use a simple method known as the 5M Method which analyses the strengths according to the 5Ms:

• Men - manpower related.
• Means - Operational means used to deploy.
• Methods - Methods used in Community and Product management.
• Machines - Equipment and Platforms used on the [htt://fedoraproject.org Fedora Project] that contribute to the creation of Fedora Linux product.
• Measurables -

Men

The topics presented bellow are identified as related to Men in the scope of manpower. The human masses behind the Project Fedora that design, develop, package and distribute Fedora Linux. This include paid and voluntary contributors.

Nelson Marques
While approaching the Payed/Sponsored contributors, I would like the reader also to be mindful that in Fedora Linux there are many other paid/sponsored contributors represented by other FOSS Projects. Due to the nature of the SWOT Analysis, only Red Hat Inc. contributors were contemplated. This doesn't mean we don't credit other companies which sponsor other FOSS Projects such as GNOME, KDE et al, but it falls out of the scope of things the Fedora Project can control. The Fedora Project and the Fedora Marketing Team would like to leave a word of gratitude to all of those who contribute to FOSS Projects, payed and voluntary non-paid. We all are Fedora!

Paid/Sponsored Contributors/Contributions

Red Hat Inc., the main sponsor of The Fedora Project allocates resources to the Fedora Project from their own staff. This is a very positive factor for the Fedora Project as it can deploy in the industry new technology which otherwise would be harder to achieve. The symbiotic relation between Red Hat Inc. and the Fedora Project is one of the factors which strongly contribute to the First Foundation of the Fedora Project. It is also important to mention that most projects that are represented on Fedora Linux also might have contributions that share this characteristic (ex: linux kernel, GNOME, KDE). This contributions are important to the current status of many FOSS projects, including Fedora, and represent a strength within the Project Fedora, specially the contributions sponsored by Red Hat.

Volunteer Contributors

The Fedora Project has thousands of volunteer contributors working in several tasks. Everyday thousands of people contribute actively for several sub-projects of Fedora with thousands of hours of dedicated work to make Fedora Linux happen and keep the community growing. Many sub-projects are daily maintained by this people. This is the real muscle of the Fedora Project and the real life force behind it, the Fedora's contributors.

The Bazaar Model

Robyn Bergeron introduced me once with The Cathedral and the Bazaar. The model described in the Bazaar is outstanding. The proof that the most sceptical would require are long given. In a matter of manpower this model provides an outstanding solution to fast and feature rich development. This is without doubt the element that solved the manpower problem for many applications, and still does. We should not underestimate the Cathedral building. The Fedora Project Marketing Plan also mentions something interesting: general productivity user. This productivity user is usually something hard to decode. If this user is not computer friendly or Linux enthusiast the Bazaar Model sometimes might fail. A lot is around this "general productivity user" which at some point might be complicated for the Bazaar Model to handle.

Means

Marketing Team

Marketing Team

The Fedora Project Marketing Team is responsible for many positive synergies around the Fedora Project, namely on the Promotion (see [https://fedoraproject.org/wiki/Marketing/SWOT#Promotion Promotion - Marketing Mix) of the Fedora Project. The Fedora Project Marketing Team also has a very special strategical position working many times as a bridge between different teams and placing a special efforts on Ambassadorial Campaigns and Events.

Translation/Localization Teams

The L10N Project is responsible for translation and localization of Fedora Linux and Fedora Infra-Structure for at least 40 different languages worldwide. The contributions on this area are a Critical Factor for Success, and despite many times the work from this contributors remains unnoticed by the wider audiences, they provide one of the most important strategical factors for user base increase and market penetration.

Design/Artwork Teams

Design Team

The Design Team is responsible amongst other things for the theme and many graphical aspects around Fedora Linux; counting with a vast number of contributors they provide a unique visual identity to Fedora Linux and outstanding output in production of various graphical aspects of the Fedora Project. It is to mention that their work in other fields, specially on Marketing is value added to the Project Fedora as it is used by many other parts of the Project, i.e. Marketing, Ambassadors, Engineering, etc.

Ambassadors

File:Ambassadors Header AmbassadorsN1.png

Fedora Ambassadors

The Ambassadors initiative aims to deploy first line Public Relations and promote the Fedora Project amongst it's established and potential audiences. It is unclear how goals are defined and evaluated from my perspective as they seem to operate in a very closed group on a fully armoured structure. The work developed by Ambassadors in many fields, specially on event production and promotion is to be pointed as a strength and a critical factor for success (discussed on Critical Factors for Success more in-depth).

Events (FAD's, FUDCon's, etc)

The amount of events where the Fedora Project itself or Individuals are present.

Methods

Public Mirror System

The Fedora Project has available a public mirror system from which Linux users and enthusiasts can download Fedora Linux from a closer location. This allows the Fedora Project to distribute their product sharing load and bandwidth through hundreds of download points located worldwide. It is to mention that this public mirror system is an outstanding channel of distribution for Fedora Linux.

Machines

Machines; These should be faced as every tool used to produce something in the Fedora Project.

Sponsorship

My approach to sponsorship is generic, it is widely known that Red Hat Inc. is the official sponsor of the Fedora Project. But in the scope of this SWOT Analysis I would like also to keep an importance on the following:

• Red Hat Inc; The main sponsor of the Fedora Project and Industry leader. This creates very good synergies and energies on the Fedora Community. Considering symbiotic bond between Red Hat and the Fedora Project it is realistic to say that Fedora Linux has high notoriety and recognized value by the target audiences (defined in the Marketing Plan).
• Hosting sponsors; This sponsorship is important not only for the Community Infra-Structure but also for the free circulation of contents throughout several communities and FOSS projects. I would also like to mention that official Fedora Mirrors should also be contemplated as hosting sponsors. All together they deploy not only the Fedora Community infra-structure but also enable a powerful distribution channel for Fedora Linux.
• Mirrors: To all the local and international mirrors which allow such a great distribution channel.
• Human; Every single person that donates a part of their personal time to the Fedora Project.

It is through a wide set of sponsorships measurable in value and volume that the Fedora Project strives for providing a technological leading Linux distribution. Through this sponsorships I believe that most people will find the two human pillars of Fedora, Freedom and Friends.

Infrastructure

The Fedora Project provides a large infrastructure to support it's community, which can actually be measured in value and volume. If we take into consideration the following:

• Community: The infrastructure oriented for the community. This includes example like Planet, wiki, IRC, logistics, etc.
• Fedora Project - FAS, Transifex, git, etc. All the technological platforms that are online with the goal of producing Fedora Linux.

Weaknesses

Men

Potential Contributors

The Fedora Project has thousands of contributors worldwide which actively work every day performing several tasks within the project. While some areas are attractive, others are hard to get spontaneous contributors. There is no qualitative study to describe the reasons that in some cases trigger interest and in others do not. Fedora needs more contributors to maintain it's self sustainability.

Critical Factors for Success

User Base

The Fedora Project has established in the Marketing Plan the user base for the future:

• Voluntary Linux Consumer - Though the Fedora Project defines clear positioning and differentiation, this might not be clear to all users specially because the promotion lacks of many details regarding about this. To successfully increase penetration rates amongst this users it is imperative that positioning and differentiation is a part of the message, this can be done through comparative advertisement or using a more subtle approach. Though the Fedora Foundations provide good information regarding positioning and differentiation (and considering that Fedora Linux inherits the notoriety of Red Hat as a part of it own), First and Features might not be enough to translate the correct message about it's positioning and differentiation.

On one of my first approaches to the Fedora Project, I was told that other FOSS communities like openSuSE and Ubuntu were 'friends' sharing work for the same goal, FOSS. It is unclear to me on how to perform this goal without facing other distributions as competitors. This is a reachable goal, but this specific segment demands Fedora Linux to engage other distributions as competitors and 'battle' for this so called Voluntary Linux Consumer.

• Computer Friendly - In most cases this computer friendly concept applied to a Linux user will be deeply related to other kinds of users, for example the Voluntary Linux Consumer. It is vague enough to provide acceptable results if correctly approached and promoted to this audiences.
• Potential Collaborator - This segment can be faced as a sub-segment of any of the other segments presented by the Fedora Project. This is interesting as it denotes the need of the Fedora Project to become self-sustainable based on it's users. If enough efforts are placed on this field to provide easy ramps to the Fedora Project, either by Ambassadorial work or Team oriented, virtually any Fedora user can become a potential contributor in any of the sub-projects provided by the Fedora Project. Once more it's a reachable and realistic goal.
• General Productivity User - The Fedora Project presents this segment as an uncomplicated and too vague segment. I find this therm misleading and can be harmful in the future.

This topic, the future user base displays 4 segments of Community that are deeply inter-connected between themselves, and in most cases can through one you can fulfill others. From the strategical point of view this segments are so close to each other in some cases that merging them into one could actually provide a better effort to rally methods and means to successfully hit that audience with the correct promotion.

Brand Notoriety

The Fedora Project inherits much of the notoriety of it's sponsor Red Hat Inc., and it's generally faced with comfort from the audiences it targets. The reputation of Fedora Linux and Fedora Project amongst their user base can be generally understood as a excellent.

for the future...
Not developing much based on 'general assumptions'. For the future when a data mining platform is available (ex: LimeSurvey) we can develop more on this field based on qualitative information to be gathered.

Channels of Distribution

For any organization to deploy it's products successfully it requires good channels of distribution. In this field the Fedora Project's efforts have been wonderful and everything just works, on either providing software DVD/CD ISOs and also as deploying improvements and software updates.

• Online Software Repositories - Fedora provides an online update feature through YUM repositories.
• Public Mirrors Network - The Fedora Project provides a network of public mirrors that allows Fedora users to download Fedora Linux from the closest location possible, or any other by users choice.
• Free Media Program - Fedora provides Fedora users with free media through the Free Media Program. This is a great way of deploying Fedora Linux in events.
• P2P Networks - The Fedora Project runs a torrent tracker to allow a better deployment of Fedora Linux through P2P Networks. Torrent Server provides access to this great download alternative.
• RPMFusion - Though RPM Fusion isn't in direct control of Fedora, it's symbiotic relation with the Fedora Project allows to extend the contents offered by Fedora Linux.

Marketing Mix

For this document we will use the "4 Ps" methodology for the Marketing Mix analysis. Currently new theories have developed new methodologies in this field that can push the original "4 Ps" up to 11 Ps and in one particular to 15 Ps. I am not aware on the current Academy decisions on this field, so I'm going to use the very basic approach of the 4Ps.

Product

Fedora Linux is the promise of the Fedora Project, a free Linux operating system developed by the Fedora Community that can be freely modified and distributed to suit one's needs.

Positioning

Fedora Linux has a clear positioning in many defined by the 4 Fedora Foundations; Freedom, Friends, Features, First.

• Freedom -
• Friends -
• Features -
• First -

Segmentation

Segmentation stuff.

Price

Free/Freedom

Promotion

Marketing/Ambassadors

Place

Internet/Local Resellers

Files

Files available for download related to this SWOT Analysis:

• SWOT Presentation by Nelson Marques
• OpenOffice Calc Charts/Graphics by Nelson Marques
• Fedora SWOT on PDF by Nelson Marques
• SWOT Chart in SVG by Nelson Marques

Links of Interest

• The Fedora Project
• Fedora Planet
• Fedora Documentation
• Fedora Translation
• Fedora - Smolt

• Linux Foundation
• Free Software Foundation
• Red Hat Inc.