I've long maintained that you don't need to move to Silicon Valley in order to start a successful technology company. While true, that doesn't obviate the very real fact that it's much harder to market a new software product/company from outside the Valley, and certainly outside the US.
So, how do you do it? You don't move to the Valley. Instead, you move to open source, according to The Guardian, as part of its interview with my CEO and colleague, John Powell (Alfresco):
"We decided that the only way to build a major software company out of the UK was with the open source business model," Powell says. "To build a global software company, you have to be successful in the US." However, "it costs a huge amount of money to start a marketing operation in the US when we're here [in the UK]".
Open source gets round this because prospective customers can download the product and try it - Alfresco has been downloaded 700,000 times. If they like it, they can pay for support, much of which can be provided online. Powell says: "When you get into it, you recognise that open source makes virtually every aspect of writing software and selling software and acquiring customers easier."
Open source gives a company global reach without boarding a plane. My cost of sale is almost negligible. Most of my team never gets on a plane. But we're doing a tremendous amount of business globally...including in Silicon Valley. And that despite the fact that we have an anemic presence there.
That's the power of open source.